Thinking positive pays off

tTltvrNc IS EVERyrHlNc. That's both I te sood news and the bad news in this Jesolate economy if you've been dreaming of adding another yard. Time to turn lemons into lemonade?

A year ago, when things were at their bleakest, Dennison Lumber, of rural Northeast Wisconsin, took the plunge. They anted up for real estate they'd had their eye on, then built a new store in Shawano, 30 miles and 30 minutes from Dennison's original yard, operating in Clintonville since 1981

The new store is different, explains co-manager Cody Bessette. And that's what made it a now-or-never opportunity. "Our original store is in the middle of nowhere," he admits, where only its contractor base can find it. In Shawano, owner Rod Dennison purchased the name and inventory of longstanding Retail Lumber, with its established retail following, then proceeded to erect a brand new 18,000sq. ft. store from scratch. In a mere four months. And in the midst of a deadly Wisconsin winter. so it

Says Cody, laughing now that it's done and over, "It was a challenge! We built it between November 1, 2008, and April I last year. For the size, a big, big task. Besides, we got hit with winter snow daily, so we'd spend the mornings shoveling it, then work all afternoon-and start over the next morning."

But back to our original premise: If timing is everything, then-why now?

"It was a good decision," he submits. "We got better prices by building in 2009; the price of lumber was down. Plus, we were able to negotiate deals with vendors and manufacturers, who needed to move inventory." To sweeten the pot even further, idle contractor customers were delighted to pitch in on the project-and likely to return the business as an uptick gains momentum.

In the new building, they and their homeowner customers now have a showroom to visit, which already is driving business upward as planned, Cody reports. "Before, they had to order something from a catalog, but people want to touch and feel, not buy something out of a book. It's helped us big-time," he testifies. "Sales are up in all those departments," thanks to the new kitchen design center and display areas for windows. "We're addine flooring, too," he says.

Plumbing and electrical srus have mushroomed as well. Hardware also has multiplied, and by strategic planning: "There's an existing hardware store in town, so finally we can compete with them. And if we don't carry something," he adds, "we'll get it for you."

And they'll deliver it. Thanks to the l9-strong staff of experienced employees Dennison inherited, "we go the extra mile. We answer homeowners' questions and walk folks through their projects-something the boxes" in nearby Wausau and Green Bay "can't hope to offer. We try to beat them on service," Cody explains. "People shop them once, then come back to us. They weren't happy."

Having two stores now allows for greater buying power. And inventory can quickly be shifted between locations when needed. "Plus, we're a member of a nine-yard buying group," Cody adds. The Clintonville store, which serves contractors, also offers a forklift to rent.

Contractors love the new Shawano store, too. It was designed to include a special area where they can enjoy free coffee and doughnuts while their orders are being filled, as well as a second-story conference room.

Cody uses this space to host a variety of the classes these pros need to keep up their accreditation in the state's builders association-sessions on lead paint safety, trusses and engineered wood, housewrap and other new products-"another new service to gain and retain a builder's business," Cody explains. "When a contractor is successful, that makes us successful," this savvy manager knows full well. In the months to come, he plans to host additional contractor events, such as cookouts.

He encourages his own staff to sit in on these sessions, too, when duties allow. They're otherwise mentored on the job by Dennison's veteran outside sales and counter personnel. "We care about our co-workers just as much as our customers," Cody notes. "That's why they stick with us."

He's proven himself to be a smart and passionate man- ager-one to the manner born, all right, but not exactly to the industry. Until hired at Shawano, the young man had worked in the automotive field. But, as he himself underscores, "You can teach product knowledge, but you can't teach customer service," an area in which he clearly knows how to shine.

New business comes Dennison's way thanks to its outside sales crew. "It's a small, tight community," explains their boss, "so you know what's going on. We don't go out scouting building permits. I'm not a believer in that; by then, it's usually too late."

While contractor business is bigger in dollar amounts, percentage-wise the new Shawano store draws more retail customers. And, while few new homes are going up in this hard-hit area (its interior door plant went into bankruptcy, throwing many town folks out of work, but hopes are for a restructuring), homeowners are working on smaller projects-maybe replacing windows or doors.

"Even during this struggle, there's remodeling going on," Cody notes, pointing to nearby summer cabins in this vacation mecca. for which the new Shawano storedesigned to resemble a log cabin itself-is ideally located. "We're very visible from the highway, so we'll get 'em coming or going. And they still seem to have money to spend!"

So. even during this slowdown, "sales have increased in most departments, especially our new ones. Now," he boasts, "we can compete!"

Carla Waldemar cwaldemar@comcast.net