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AUGUST 2020

Building Products Digest

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CONTENTS

August 2020 Volume 39 n Number 8

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AUGUST 2020

THE VOICE OF THE LBM SUPPLY CHAIN — SINCE 1982

ime is no

w !

SALES & MARKETING SPECIAL ISSUE

Amidst a global pandemic, market conditions have never been more turbulent — and the need has never been greater to step up your sales and marketing efforts. Six industry experts show you how.

h Wood ted Right 7/13/2020 4:40:08 PM

Alex Goldfayn Selling in a PostPandemic World

James Olsen The 4 Pillars

Gregg Schwartz Customer Conversations

Allison Kurtz Court Consumers

Philip J. Brand Take Responsibility

Chuck Casey Stay Connected

Digest 8-20 Layout.indd 31

7/22/2020 10:42:41 AM

Special Focus

Features

Departments

31 SALES & MARKETING:

10 FEATURE STORY

8 ACROSS THE BOARD

THE TIME IS NOW!

AMIDST A GLOBAL PANDEMIC, MARKET CONDITIONS HAVE NEVER BEEN MORE

TURBULENT—AND THE NEED NEVER GREATER

& MARKETING. SIX INDUSTRY EXPERTS SHOW YOU HOW.

TO STEP UP YOUR SALES

BPD

Building Products Digest

AUGUST 2020

GET IN STEP WITH THE LATEST IN STAIRWAY DESIGNS

12 INDUSTRY TRENDS

THE ARTFUL APPROACH TO FORECASTING EXTERIOR TRENDS IN COLOR AND TEXTURE

16 COMPETITIVE INTELLIGENCE

INJECTION OF YOUTH REINVIGORATES ALABAMA LUMBER DEALER

18 TRANSFORMING TEAMS

THE VOICE OF THE LBM SUPPLY CHAIN — SINCE 1982

ANNUAL SALES & MARKETING SPECIAL ISSUE

UPDATE ON COVID-19 IN THE WORKPLACE

26 THINKING AHEAD

THE BUILDING BLOCKS OF A BUDDING LUMBER CAREER

FIFTY YEARS OF

FIVE-STAR BACKYARDS. We’ve thrived for 50 years thanks to your support and trust. It only makes us more determined to continue striving to be the best for 50 more.

Digest 8-20 Layout.indd 1

7/23/2020 12:44:54 PM

20 LUMBER 411 24 MOVERS & SHAKERS 50 NEW PRODUCTS 52 CLASSIFIED MARKETPLACE 52 ASSOCIATION UPDATE 52 IN MEMORIAM 53 DATEBOOK 53 ADVERTISERS INDEX 54 FLASHBACK

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Contributing Editors Carla Waldemar, James Olsen, Alex Goldfayn, Claudia St. John Contributors Philip J. Brand, Vickie Crews-Anderson, Kim Drew, Jeff Easterling, Allison Kurz, Paige McAllister, Len Morris, Megan Schnizler, Gregg Schwartz, Amber Skymer Director of Sales Chuck Casey • ccasey@526mediagroup.com

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BUILDING PRODUCTS DIGEST is published monthly at 151 Kalmus Dr., Ste. E200, Costa Mesa, CA 92626, (714) 486-2735, www.building-products.com, by 526 Media Group, Inc. (a California Corporation). It is an independently owned publication for building products retailers and wholesale distributors in 37 states East of the Rockies. Copyright®2020 by 526 Media Group, Inc. Cover and entire contents are fully protected and must not be reproduced in any manner without written permission. All Rights Reserved. BPD reserves the right to accept or reject any editorial or advertising matter, and assumes no liability for materials furnished to it. Opinions expressed are those of the authors or persons quoted and not necessarily those of 526 Media Group, Inc. Articles in this magazine are intended for informational purposes only and should not be construed as legal, financial, or business management advice.

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ACROSS the Board By Patrick Adams

Better safe than sorry I don’t know why it hit me this time. I’ve heard that phrase a million times in my life, and it’s never really been one of my favorites; it just washes past me when I hear it. But today, in these times, it landed at my feet with a thud. There are other phrases that I am more fond of. “Life, liberty and the pursuit of happiness.” “Fortune favors the bold.” “When a man is denied the right to live the life he believes in, he has no choice but to become an outlaw.” This resulted in an interesting conversation with a good friend. His comment, “We’ve raised a generation of ‘better safe than sorry’ kids; they are afraid of risk.” landed with an equal thud at my feet. During these interesting times, my wife and I have been challenged to keep the kids entertained and learning new things. Together we watched a great series on the founding of our nation. Landing on this continent with largely nothing. Surviving and forming systems and structure. Expanding across unknown lands and conquering the West. We made some mistakes along the way, but having traveled the world and seeing the best and worst of it, I can say I’m proud to be an American. Looking back, I can’t say I’ve lived a life of “better safe than sorry.” I grew up in the stark reality that life is tough and every day that you wake up is a day to give thanks. Equally, every evening that you make it through another day is excuse enough to give thanks again because just living is a “risk.” Look all around you in a given minute and there are things that can seriously harm you. I recently listened to a podcast on this topic and the premise was simple—prior generations grew up in a blue collar world and there is no profession in the blue collar world that does not involve risk. Every day, you would go to work and largely, manage risk. Whether it was an assembly line, farming or driving a trash truck, every day was full of risk and experience was measured in stitches, scars and missing digits. Now, our children get geared up like military bomb techs before they learn how to ride a bike. They go through school without ever getting into a playground scuffle and then go into a profession where their job is akin to checking off a shopping list. The greater they are insulated from risk, the better parents we supposedly are. However, these kids become adults at some point having never experienced the joys of managing risk. The joy of doing something risky and surviving or even, the joy of failing and surviving.

Now, we are beginning to live in a world where risk is a four-letter word. Some believe that we need to be taken care of to minimize the risk in our lives. I know this much is for certain—there is a clear distinction between risk and being reckless and the latter is not what I’m talking about. I know this industry is full of bold individuals who have successfully managed risk their entire lives and would have it no other way. If given the choice between living their own risky life, or having a safe life handed to them, there would be no wavering in the decision. One of these industry greats just passed away at 93 and the last time I saw him, he drove up in his tractor. My daughter took forever to learn how to ride a bike. Finally, to my wife’s dismay, I took off all the pads and helmet and told her to ride. She fell once and it was a pretty good crash. Holding back a flood of tears, she got back up and looked at me. I asked her if she wanted to quit. With a bit of anger in her four-year-old eyes, she sternly replied, “No.” She then proceeded to ride her bike without training wheels and now her favorite pastimes are… horseback riding and jiu-jitsu. One of my favorite sayings is “People only learn lessons the hard way.” I can’t say I’ve ever been sorry for taking a risk, but plenty of times I’ve kicked myself for playing it too safe. They say Americans are “not borne of timid souls” and I believe that. Times like this are where we lead the world with bold, decisive action and this time will be no different. As always, I’m proud to serve this great industry. I hope everyone has a bold, and not-too-safe summer!

Patrick S. Adams Publisher/President padams@526mediagroup.com

n Building Products Digest n August 2020

Building-Products.com

FEATURE Story By Len Morris

TOP STAIRWAY design trends include (clockwise from top left) glass infill, floating stairways, floating stairs with closed risers, and rod railing. (All photos by Viewrail)

Get in step with the latest in stairway design our signiFicant trends have surfaced in stairway design, and we and other manufacturers are shaping our product lines to respond. First, of course, is the expanding awareness among remodelers, architects, designers, and homeowners that a stairway CAN be a design element. It’s quite common for us to hear comments like “I never thought of a stairway as a design element. But now I do.” Unveiling stairways as an architectural feature has long been common in some commercial buildings (especially in the hospitality segment) and in a few upscale homes. But the logistics of design and engineering coupled with high built-on-site installation costs limited the market for high-quality, design-centric stairways. Our dedicated design/engineering teams and focused manufacturing techniques have dramatically lowered the lead time and installation costs for modern stairs and railings.

Secondly, glass inﬁll has become much more popular. There is nothing more minimalist than glass railing on a stairway, balcony or deck. It’s totally transparent, and people are excited to discover how the security of a solid railing system can transform their living space. Our surface-mount, side-mount, base rail and standoff pin systems are all designed to hide every possible piece of hardware and every possible fastener. Yet the solid glass panels provide safety and make a very effective windbreak. Rod railing is trending with many consumers, and is even becoming more popular than standard cable railing. Our Onyx rail’s matte black finish really fades into the background visually. It’s a look you simply can’t achieve with cable railing. Onyx rod railing is made from powder coated 1/4” diameter 2205 stainless steel. Rod railing provides a smoother,

n Building Products Digest n August 2020

sleeker appearance than cable. It installs in about half the time of cable, and doesn’t deflect or require frequent re-tensioning. The smooth surface does not attract and hold dust and dirt, and easily wipes clean. The fourth significant trend we’ve identified is the emergence of ﬂoating stairs with closed risers. Some people love the continuous look and the more substantial appearance. Still, there is no visible means of support underneath these stairs, creating an open look and adding more usable space to a room. Anchored only to the floor and to a header at the top of the stairway, a rigid steel stringer is completely hidden inside the stacked wooden boxes. With the underside of the stairway completely open, a terraced stairway rises cleanly from one floor to the next. – Len Morris is owner and product visionary at Viewrail, Goshen, In. (www. viewrail.com). Building-Products.com

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INDUSTRY Trends By Amber Skymer

DEEP BLUES, such as TandoShake’s Mariner Blue, are all the rage indoors and predicted to become highly sought after for exteriors. (All photos by Derby Building Products)

The artful approach to forecasting exterior trends in color and texture ost construction pros and homeowners may be surprised to learn that among a plethora of influences, aesthetic trends in home exteriors can often be traced back to fashion runways. It seems that we humans prefer to audition color and style choices via our wardrobe selections before making firmer commitments. Interior designers then incorporate mainstream vogue elements into paint color schemes and subtle decorating accents. Eventually, favorable interior features are adapted into exterior design in the form of color, contrast and texture. When building product manufacturers commit to colors and textures, it’s a big decision, in which timing is everything. Be wary that some so-called trends are just fads that will quickly fade into obscurity. The key is to be just slightly ahead of the market so when the product launches, it is perceived as innovative, yet appealing and accessible to the consumer. If a product is launched too far ahead of the trend, it will fail to generate customer excitement and fizzle out. This fashion-interior-exterior trajectory makes sense if viewed through an investment and transitory lens. Relatively speaking, on the three-tier design hierarchy,

n Building Products Digest n August 2020

clothing ranks lowest in cost and also has the shortest turnover with styles transitioning from one spring season to the next. Home interiors tend to be more long-term due to higher expenditures and inevitable household disruption. So it follows that home exteriors—being at the highest end of the cost spectrum—will have the longest intervals between changes. In theory, this design-trend pathway allows for clothing to be filtered out at the fashion level— for example, the tie dye motif—while making yet another fashion comeback—mercifully never made it into our living rooms—but shag carpeting did! Of course, transitions from one stage to the next undergo subtle shifts along the way. A fashion trend might start as hunter green/bold and then become more muted for use in interiors. The same holds true for interior to exterior trends. Navy blue is a big trend in kitchens and bathrooms and a good indicator of what is to come on the exterior. For another early trend indicator, we look to the two most popularly renovated rooms, the kitchen and bath. In both cases, modern industrial with copper and black fixture is leading the way. For exteriors, this suggests a burgeoning shift towards more stark gunmetal grays and black. We Building-Products.com

may see natural materials like cedar or wood being painted dark colors as charred wood trend begins to catch on. TandoShake’s Mariner Blue color is a great example of implementing a winning formula for innovative product development. Premiering in 2019, this shade allowed us to ride the wave of this color trend while others struggled to get on board. We could see this pattern enduring over the past few years with the persistent influence of classic blue on interiors particularly kitchens, bathrooms and textiles— with the resurgence of Persian rugs. The fashion origin can most likely is most likely traced back to a menswear trend in women’s clothing. We also launched a cooler toned stone anticipating the trend towards cooler blue tones. You can see the complementary effect of Mariner Blue Shake and Glacier Bay composite stone, our version of gray-beige or “griege.” Greige has become the go-to neutral, and it is not going anywhere and becoming an exterior trend alongside other cool gray and blue tones. At the start of 2020, the industry has been “singing the blues” with many noted colors of the year from the top color experts. Navy and gray (even mixed together) are becoming the neutrals that are transitioning from the interior to the exterior—coastal to suburban. On the cool tone side, the darker blues will continue for a few years, as will mixed material trends of matching siding with wood, stone and brick looks—it’s the layered look for home exteriors. Variations of natural materials are expected to dominate for many years ahead. We started to see natural elements come to the forefront in 2017 with “Greenery,” the Pantone color of the year. The concept of bringing the outdoors in

Building-Products.com

RED-HOT EXTERIOR trend is using natural materials as accent pieces.

was big in 2017 not only with fashion, but with interior design as well. Jungle print was seen on a multitude of fabric and wallpaper designs often complemented by simple greenery elements like house plants. And yes, planter boxes on home exteriors are gaining popularity. Even exterior trends can have small, exploratory beginnings. For exterior trends which are more enduring and less likely to change over quickly, interior colors and textures tend to have influence in about two to three years—for siding, trims, gables and outdoor furniture. With Modern Farmhouse slowly morphing and influencing Modern Industrial with its less cozy elements, we would expect

August 2020 n Building Products Digest n

some of the natural elements such as earthy stone and wood color schemes to remain, as well as the cleaner lines moving to the outside. Purposeful details are being added to exteriors as well with a focus on the gable by adding corbels, brackets or just accenting it with a different material. And, just as in fashion, when a past trend is revived, it takes on modern elements along with it. While design trajectories have a nationwide impact on the trade, regional particularities must always be factored in as well. When we choose looks that mimic natural cedar and stone, we consider the uses based on location. For example, Beach House Shake, with its very traditional look is immensely popular in coastal regions and recreational lake areas. However, with this year’s trend towards natural materials and tones, our shake has inspired natural materials to be used as accent pieces across the country. To further examine this the design trend phenomenon, it is helpful to look back at the early evolution of American home exteriors. In Colonial days, design and color were a matter of practicality—darker colors kept in heat in the winter while smaller windows kept out the blazing sun in the summer. A mix of iron oxide, lead, and linseed oil produced a shaker-red shade and helped protect the clapboard or shingled homes. However, most rural homes went unpainted and faded to a dark gray or sooty dark brown from exposure to air—natural, earthy shades were the result of true weathering. There was little contrast between body and trim because colors were scarce and expensive. The first color swatch published in the U.S. in 1842 included three shades of gray, and three of fawn called “Drab”—not very inspiring! As Americans became wealthier, homeowners desired more options, and, of course, design concepts often drew inspiration from the owners’ countries of origin—the dawn of our nation’s eclectic cultural mix. As homes became more ornate, color became a status symbol with lighter shades such as white, cream and straw used on the body. For contrast, darker shades were used on trim and doors. Italianate styles—distinguished by exquisite detail pieces—favored neutral grays, tans, ochers, and warm beiges. The grandeur of the Victorian period saw a wider range of deeper

GRAPHITE COLOR is popular in Tando’s Signature Stain line.

colors and stronger contrasts. Canned paint became mass produced around 1870 and was the turning point for exterior colors (although they contained lead and were very thick and oil-based). The concurring Queen Anne style of features of asymmetry, turrets and angles were doused in vibrant, contrasting colors: yellow with dark green, dark red with olive, light and dark gray-green. Sashes, doors and shutters were dark but colorful: dark brown, deep red or maroon joined the more traditional dark green or black. Due to the extensive length of the Victorian era—nearly a century—it’s a great example of how fashion and interiors translated to home exteriors. Common identifiable features from the Victorian couture include ruffles, puffy sleeves, and ornate detail on jackets. This carried over to interior design with Persian rugs and detailed fabrics being used on focal furniture pieces. That translated into the elaborate ornamentation of Victorian era home exteriors, a style being recaptured by historical lovers in many restoration endeavors. Fortunately, the trend does appear to have a reverse impact. Along with a swing back towards natural shades—neutral grays, blues and greens, a monochromatic mixed texture look is emerging, with darker sidings, trim and stone looks, and harbingers of dark on dark. As we had predicted, blue remains a dominant color in its cool tones, and in 2020, several paint and color experts included blues, greens and

n Building Products Digest n August 2020

neutral grays in the 2020 “colors of the year,” including blends of navy and gray. Another interesting trend is the blending of different stone profiles, for example brick and stacked stone. Natural wood or stone looks continue, as Modern Farmhouse blends with the cool tones of Modern Industrial. Many trends come and go, like avocado kitchens or pink bathrooms, but something that’s clear from analyzing trends over the last few decades is what’s old eventually becomes new again. Anticipating and influencing future trends in color and style evolution provides a competitive edge. Trends will likely continue for natural elements like wood-looks in gables, stone as knee wall and porch cladding and exterior accents. Back to nature is a popular trend for 2020, with sustainability as the underlying theme. In our Post-modern era, predicting design trends requires product researchers to factor in a mind-boggling number of variables including the blending, transitioning and overlapping of styles. And let’s not forget the powerful influence of home improvement media personalities! To stay relevant, today’s designers, pros and homeowners must process a whirlwind of color and texture choices, which requires constant vigil and a delicate balance of confidence and flexibility. – Amber Skymer is senior project manager for Derby Building Products (derbybp.com). Building-Products.com

COMPETITIVE Intelligence By Carla Waldemar

Injection of youth ou know what they mean by a Type A person? Someone always on the go, always pushing himself to succeed. Meet Trey Hamilton. He’s a Type A+. He’s the owner of Arab Lumber & Supply, based in Arab, Al. (pop. 10,000), a bedroom community 20 miles down the road from Huntsville, where most of the locals work. Small town but big revenue; under his watch, he’s pushed sales to over $3 million a year. Yet he wasn’t born into the business. No sawdust in a silver spoon. “It skipped a generation,” Trey offers, explaining that while his grandfather Jack—another entrepreneurial type—purchased the yard from a friend in 1984, Trey’s father helped run the family’s dairy farm instead. Trey didn’t grow up sweeping the yard and stocking shelves; he maybe wandered in a time or two, at best. Instead, the young man enrolled in Auburn University’s School of Engineering—but, he adds, “I didn’t have a good idea what engineers actually did.”

STRAIGHT out of college, Trey Hamilton stepped in at Arab Lumber & Supply, Arab, Al., and began buying out his grandfather.

n Building Products Digest n August 2020

After his first semester, the job description became clear—and clearly unsettling. “I was good at it, but did I want to do that stuff all day? My heart wasn’t in it. I thought, ‘Engineering…really?’” So he picked up the phone. “I called my granddad, who was in his mid-70s by then, to ask about the future of the company.” The elder Hamilton’s plan was to start looking for a buyer, or liquidate. Trey: “What about me taking over?” He recounts, “I changed my college major to business management. I dug my heels into the ground. I took summer classes and at the same time, started working at Arab. I got my hands dirty; I did everything. I graduated from Auburn (a semester early) on a Saturday in December 2013. By 6:30 Monday morning, I hit the ground running. I’ve been here full-time ever since,” managing the day-today while buying his grandfather out. “My granddad had had eight employees—semi-retired fellows who didn’t want to go after new construction, new customers. Complacent,” Trey calls them. “They didn’t want the operation to get too big. To get in, I had to earn their respect—a little challenging. I had to prove I was capable. “That first year, sales were up 10%. Yet I was still learning the more serious details of the business. I wanted to bring in new things in order to grow new business. “First thing was, I changed the layout. It had standard, hand-built shelving. I re-laid out the whole store, with new fixtures, totally freshened things up. My goal was to take it to the next level—to attract more customers in order to generate more sales. So I asked myself, ‘What’ll it take?’ And I pledged, ‘Whatever I do, I’ll do it 100% and do it right. So I added a sport department, with a gun room.” The new department took off, all right; it brought in over $200,000 in its first 10 months. He also added the new lines like the Big Green Egg. Yeti. Carhartt clothing. “And the staff was all for it; they were very pleased.” The new merchandising pleased existing customers as well. Even better, it did what it was supposed to do: Attract new shoppers. “I’d hear, ‘I’ve lived here forever and had never been in the store before,’” Trey recalls. “Why not, I wondered. It breaks your heart.” The next big thing was, holding a Re-Grand Opening— getting the word out via ads in papers, radio, and social media. In preparation, Trey had listened to customer feedback. “I didn’t just add a bunch of SKUs, but what Building-Products.com

LAST YEAR Hamilton was presented a North American Retail Hardware Association Young Retailer of the Year Award by NRHA executive director Scott Wright.

people actually said they needed, like plumbing and electric.” Then Trey turned his attention to upping his contractor count. “My grandfather never went after that business in a big way. I wanted to tap into that market. I’d visit jobsites and did a lot of cold-calling on the phone. I joined the local builders’ associations. I kept asking, ‘What could I do to service you? Are you open to a new trade partner?’ I started to make a name for myself, which led to jobs, which led to more jobs. I promised them I’d do what I say I’ll do—and better than the competition.” By 2015, sales skyrocketed an additional 44%. Arab’s contractor customers provide 65% to 70% of the outfit’s volume. And they appreciate the new regime. “They come in with, ‘This is what I need,’ and we help them. We greet everyone with smiles and lead them to the right aisle, offer solutions. (At the chains, you walk in and there’s nobody.) That’s why people like to trade with us.” The town’s DIY crowd sends “pretty good” business his way, too. “We’re open Saturdays for them. And they love the new sporting goods department. Shopping at a lumberyard can be pretty intimidating for women,” Trey is aware,” so we make a point of being extra-friendly. And we have several ladies on the staff, so it’s not walking up to 12 guys at a counter. They all like the Carhartt apparel, too. And our annual Customer Appreciation Day.” Trey could spare no time basking on those laurels. On to the next improvement. “The biggest thing right now is that in October 2018 I bought three more acres. They were wooded, so what with water and environmental studies, permits and re-zoning, it was a big ordeal. But well worth it.” That land now boasts a new, 12,000-sq. ft. warehouse with cantilevered lumber racks. “It really opened up space. As our volume grew, we were bursting at the seams. Now we can stock more items, and it’s much more efficient. It’s much quicker to pull a whole-house package. Plus, you can drive straight through—drive the forklift straight down the alley. I’m running seven trucks, so now, inbound, the wheels hit the yard and they can turn right around with a new load. It’s streamlined the process.” So, is Arab scouting for a second location, this reporter has to ask. “We’ve been approached by another city 30 Building-Products.com

miles away where we do a lot of business. The mayor offered incentives. But,” Trey pauses, “I have big plans for my current location, and the timing isn’t ideal right now, either. With so much going on here, my plate is very full. Another scary thing: It would take a whole new crew and me not there—finding people I could trust.” That’s especially vital in these days of the COVID virus, which was “pretty scary at first: Is my business gonna suffer? A lot of unknowns. But it all worked itself out. We cut total numbers back, and cleaned like crazy. There were some supply-chain issues, some outages. But we’re still beating projections in sales numbers.” And that’s part of the reason Trey loves the industry. “It’s rewarding, to be able to give back to the community—schools, churches. And I enjoy being on the floor when disgruntled people come in with problems. To fix those problems is very rewarding. We’re a good asset to the community and we’re very blessed.” His mantra: “If you’re going to be in business, you can’t be complacent. Get to the next level, then go to the next one. I don’t ever want to be on a plateau.” Little danger: Since taking over, he’s grown sales by nearly 400%. Oh, one last thing. He’s only 28. Hang onto your hat!

Carla Waldemar cwaldemar@comcast.net

August 2020 n Building Products Digest n

TRANSFORMING Teams By Paige McAllister

COVID-19 in the workplace:

Where we are now s the pandemic continues and businesses reopen under restrictions which vary by city, county and state, Affinity HR Group continues to monitor several topics and issues to help our clients through these confusing times. Below are some of the current topics we are seeing. Employer COVID Liability: Employees being in the workplace increases their exposure to COVID-19 which means they may be able to make an unsafe workplace claim or a claim against your Workersâ&#x20AC;&#x2122; Comp policy, for example. To help mitigate some of that liability, take all possible safety measures to reduce the employeesâ&#x20AC;&#x2122; risk of exposure. While some states have passed legislation to help protect employers, this legislation will not provide blanket immunity as companies must comply with certain criteria such as following COVID-19 safety precautions for coverage. Some companies are requiring employees to sign liability waivers, but these do little to reduce legal exposure if

Q. As a result of the ongoing COVID-19 pandemic, our business model has changed. The service that was our primary source of income has not been needed so we had furloughed most of our employees. However, demand for our secondary or new service has exploded. Unfortunately, most of the furloughed employees do not have the skills and experience to provide this secondary or new service, and we need help now. Can we hire a new employee while other employees are still furloughed?

A. Yes, probably. In most employment-at-will situations, you are able to employ the best person for the job you need done. This means that, if currently-furloughed employees do not have the skills or talents to effectively perform the job duties you need, you should be able to hire a new employee. It is essential to hire someone who has different abilities, education, or experience than anyone currently in your workforce that enable them to perform that service when and how you need it. There may be more restrictions to your ability to hire a new employee if you have employees under a CBA (labor contract) or depending on how you worded the furlough notice. As always, document your decisions and procedures to be able to show that you hired the new employee based on the services they could provide rather than to replace a furloughed employee for a discriminatory reason.

n Building Products Digest n August 2020

challenged. Conversely, it may indicate to employees that you lack confidence in your safety measures which may make employees more concerned about coming to work. Mask Mandates: If you have a mask-wearing mandate for employees and visitors, whether due to state regulations or company safety practices, enforce those requirements consistently for the health and safety of your employees and customers. Also, give your employees the support when refusing to deal with a customer without a mask. Vacation/Paid Time Off: Some employees may want to start using their paid time off (PTO), requiring you to ensure you have control of several aspects. Confirm your policies allow you to control who is taking time (usually through an approval process) to ensure proper coverage at all times. Do not use only first-come, firstserved or seniority as reasons for approval; include reason for time off as some employees will need time off for critical events such as weddings, funerals, and taking their child to college. Consider implementing temporary carryover or payout policies so employees do not have to choose between taking unwanted time off and losing their benefits. We recommend not requiring employees to exhaust all of their PTO, especially if all of the FFCRA time has been exhausted, so they have time available if they become sick later in the year. Travel: As states reopen, employees may begin to travel, increasing their chance of exposure. Traveling may necessitate the employee to self-quarantine and/or get tested. If an employee is planning to travel, discuss the repercussions such as use of PTO, quarantine period, testing, etc., prior to departure so they know the expectations before they leave. If traveling for work, consider the true need or value of the travel and postpone if possible. You will need to pay Building-Products.com

their regular wages for any quarantine time, and, if they are exposed, it will most likely fall under your Workers’ Comp. If traveling for vacation, decide ahead of time if you will require the employee to stay away from the office, to get tested, and, if / how all this time will be paid. Back-to-School/Summer Camp: Employees may not have child care options if summer camp or child care is not available, and this may not improve if schools cannot reopen full-time in the fall. Communicate with employees to create a plan of action such as intermittent schedules, shorter days, or working weekends. For employees who have time available, FFCRA/extended FMLA continues for up to 12 weeks but, if the closed child care provider changes (i.e., school to summer camp to school), require the employee to submit a new FFCRA request form with documentation of that closure. Screening/Testing: There are several options for screening and/or testing employees before returning to work and/ or before each shift. • Screening: A brief questionnaire and/or taking of their temperature, usually before each shift, assesses the employee’s health each day by monitoring for the common symptoms of COVID-19. Anyone who has concerning symptoms can be sent home until further determination can be made. Screening is non-invasive and needs to be done consistently, but it will not reveal employees who may be asymptomatic and positive. • COVID-19 Testing: A nose-swab test for active COVID virus is usually done if the employee is showing symptoms or after possible exposure. Since some areas are struggling to meet demand, employees may not be able to get a test without a qualifying reason; if they do, it could take several days to get the results. Testing only tests the presence of the virus at a point-intime, and a negative result does not mean the employee will not get it in the future. Testing can only be required if there is a risk of transmission to other people. • COVID-19 Antibody Test: A blood test to determine if there are antibodies showing previous infection. Not all tests are reliable, and a positive result does not mean they will not get it again in the future. This test cannot be required as it violates ADA.

Our Recommendations:

• Allow anyone who can to work from home for as long as possible to reduce chance of exposure in your office and to keep work flowing as there would be a much smaller chance of employees getting sick and being out for several days or weeks. • Require and enforce consistent safety protocols: screening, social distancing, face masks, no large groups, no small, closed spaces, hand sanitizer, and hand washing, etc. • Require employees to speak up immediately if they are not feeling well. Review the symptoms and procedures for possible illness and exposure and send home if there is a question. • Paid time off and extended FMLA under FFCRA is still applicable. Offer it to anyone who needs it that has time remaining. Paige McAllister, SPHR Affinity HR Group contact@affinityhrgroup.com Building-Products.com

NEW VIRTUAL event platform will allow leading industry organizations to proceed with their shows online instead of in-person.

Virtual Event Platform Launches

Continuing on almost 100 years of service to its core industries, BPD parent company 526 Media Group, Inc. has launched the 526 Events Virtual Event Platform. Following years of personal attendance at over 100 industry events per year gathering key news, information and trend analysis, the organization noted a gap in the market. “While nothing can replace the power of personal meetings and relationships in our industries, attendance is limited by those with the schedule and budget to attend. We wanted to offer our partners the opportunity to bring their amazing content and experience to a larger audience,” noted president Patrick Adams. The new platform is being offered to the industry’s leading trade associations as a way to present participation alternatives to their events during this challenging, and quickly changing environment. Built using the most robust technology and servers available, the platform has the capability to mirror everything taking place at the live event from keynote speakers to educational workshops, board and committee meetings, and, of course, the tradeshow exhibit floor. This key addition adds to 526 Media Group’s arsenal of content, publications and digital resources that makes them the leader in every industry they serve. Trusted as the leading B2B media group in the American Bedrock Infrastructure Industries (ABII) for almost 100 years, 526’s mission of “Relentlessly Serving Working Class Heroes” has built an unrivaled credibility with both readers and advertisers. “Unlike most media today, we operate thinking about the next 100 years and how we can best leverage our resources to help make those we serve successful,” Adams said. “Like the industries we serve, we believe in relationships and waking up everyday doing the best we can. Simply put, nobody outworks our team.” 526 Media Group is actively partnering with the industry’s leading associations to ensure their events, which offer vital education and content to the industry, continue as planned regardless of world or local conditions. For more information, contact Jody Bays at 526 Media Group, jbays@526mediagroup.com. August 2020 n Building Products Digest n

LUMBER 411 By Jeff Easterling

A Special Series from Northeastern Lumber Manufacturers Association

What the heck is biophilia?

ou know that feeling when you walk into a room with beautiful wood floors? Maybe the morning sunlight is pouring through a window, creating a golden glow on the floors. Perhaps the wood paneling is reflecting the light just right, lending a warm aura to the entire space. Maybe you drive up to a mountain lodge rental and catch your breath at the gorgeous wood exposed beams supporting the roof? Or you might be watching Maine Cabin Masters on the DIY Network, and become transfixed with the beautiful eastern white pine they choose for almost every camp. Words might come to mind like comfortable. Charming. Warm. Natural. Believe it or not, there’s a word for this magical phenomenon: biophilia. Merriam-Webster defines biophilia as “a hypothetical human tendency to interact or be closely associated with other forms of life in nature; a desire or tendency to commune with nature.” The word itself was coined by Harvard naturalist Dr. Edward O. Wilson to describe humanity’s “innate tendency to focus on life and lifelike processes,” and to be drawn toward nature, to feel an affinity for it, a love, a craving. (Let’s be honest: is there a more natural, more green building product than wood? No. There isn’t.) But is biophilia truly hypothetical, or does our positive reaction to nature and natural products run deeper? Let’s investigate. A 2020 white paper from Think Wood shares research discovering that wood contributes to the health and well-being of building occupants. Among the findings: • Exposed wood can reduce stress. Humans automatically relax when they are surrounded by elements from the natural world. • Wood can increase productivity. Wood not only offers diverse design styles, but the trend of biophilic design has been growing for years. Until recently, the link between wood interior has been anecdotal; research is beginning to show that wood does make a difference. • Natural elements help people heal. A large and growing body of evidence attests to the fact that physical environment impacts healthcare patient stress, safety, staff effectiveness, and quality of care provided.

n Building Products Digest n August 2020

• Wood and nature support learning. The restorative benefits of nature on the mentally fatigued is being established through an increasing number of studies. A 2018 report prepared for Forest & Wood Products Australia by Pollinate shares similar key findings: • Office design: productivity can be increased by 8% and rates of well-being by 13%; • Education spaces: higher rates of learning; improved test results, concentration levels, and attendance; • Healthcare spaces: post-operative rates of recovery reduced by 8.5%, reduced pain medication by 22%; • Retail: the presence of landscaping has been found to increase average rental rates on retail spaces; customers were willing to pay 8-12% more for goods and services; • Homes: 7-8% less crime in areas with access to nature and can command 4-5% more in property process. A few additional findings from the Australian report: • Workers in workplaces with more wood have higher levels of satisfaction; • Biophilic design elements (wood, plants, natural light) correlate with increased workplace satisfaction; • Workers surrounded by exposed wood feel more connected to nature and have more positive associations with their workplace; • Those in wooden working environments have higher levels of wellbeing and take less leave; and • Wood is correlated with higher levels of concentration, improved mood, and personal productivity. Well then! While many of these results focus on built environments such as healthcare facilities, businesses and schools, it makes sense that the same effects hold true for people within their homes. If wood makes them feel better at work or school, imagine what walking into a home filled with beautiful, natural wood will do for their well-being. The next time a customer looks you in the eye and says, “I don’t know, wood just makes me feel better…,” now you know there’s a word for it… biophilia.

– Jeff Easterling is president of Northeastern Lumber Manufacturers Association. Reach him at info@nelma.org.

Building-Products.com

THE POSSIBILITIES KEEP GROWING:

Nature’s majestic pillars. Redwood is one of the strongest and fastest growing softwood species. It thrives in some of the most productive timberlands in the world. Redwood is known for its timeless durability without the use of chemicals. Due to its flawless formation, there has never been a Redwood recall. There is a grade of Redwood for every application, every budget, and every customer.

“Growing beyond measure.” Call or visit us today. Our family of Redwood timberland owners will continue to be your reputable and reliable source of Redwood.

Call us at 707.894.4241 Visit us at buyRedwood.com

Nation’s Best Enters Florida

Nation’s Best, Dallas, Tx., has acquired fellow Do it Best affiliate Hall’s Hardware, Milton, Fl. Celebrating its 60th anniversary this year, Hall’s Hardware will operate under its existing name with its key leadership team continuing to oversee company operations alongside Nation’s Best, which will provide the strategic and financial support necessary to achieve optimal growth and profitability.

Ashton Lewis Buys SYP Mill

Ashton Lewis, Gatesville, N.C., has purchased the assets of W.T. Jones & Sons’ southern yellow pine sawmill in Ruther Glen, Va., with eyes on upgrading the facility. Ashton Lewis Holding Co. will invest about $11 million improving the 50-year-old plant.

Culpeper Wood Preservers Rolls Out New Website

Culpeper Wood Preservers, one of the largest manufacturers of pressure treated lumber in the U.S., has given its website—culpeperwood.com—an upgrade of its own. The new site, which features enhanced content, responsive design for mobile devices, and an easy-tonavigate web format, provides a better overall user experience and reinforces the company’s position as a leader in the outdoor living category.

Culpeper Vibes section showcasing Culpeper’s very own playlists for outdoor gatherings. A Product Education section makes it easy for dealers and pros to find information just for them, such as Treated Wood FAQ, Building Tips, and Care & Maintenance. And a new Continuing Education section allows users to sign up for free webinars or AIA Certified courses offered by the Culpeper team.

Fall Events Moving to Virtual

With no clear end to the pandemic in sight, several more industry organizations have announced plans to cancel their fall events or convert them from in-person to virtual experiences. North American Wholesale Lumber Association has canceled its fall Wood Basics Course in Corvallis, Or., and its Traders Market planned for Nov. 4-6 in Columbus, Oh. The latter will be replaced by a “fully virtual member experience this fall.” The National Hardware Show, after already postponing its annual expo in Las Vegas from May to September, will instead hold a virtual event. National Lumber & Building Material Dealers Association will hold a virtual ProDealer Industry Summit Oct. 7-9 in lieu of the live summit planned for San Antonio, Tx. Specialty Tools & Fasteners Distributors Association is exploring digital options after axing its show, formerly set for Nov. 8-10 in Anaheim.

LMC Freshens Up Its Pitch

“Our new website elevates not only the digital footprint for Culpeper but also serves as an example for the entire treated lumber industry,” noted Chris Brown, director of business development & marketing. Educating and inspiring dealers, contractors and homeowners about Culpeper brand products was the driving force behind the new website design. The site showcases all product lines including decking, accessories, fence products, columns, trim and many of the upgrades available. An all-new Outdoor Living section features an inspiration gallery, plans for outdoor projects, videos, and a

SRS Opens 6 New Locations

SRS Distribution, McKinney, Tx., has opened six new greenfield locations, including Conyers, Ga.; Shreveport, La.; Sterling Heights, Mi.; Waxahachie and El Paso, Tx.; and Grand Junction, Co. SRS now operates more than 350 locations under various brands across 44 states.

NEWS Briefs Arrow Ace Hardware is transitioning its two Rochester, N.Y., branches from Ace to True Value affiliation. 41 Lumber is adding a kitchen & bath showroom this fall in Iron Mountain, Pa. (Craig Burkman, mgr.). RP Lumber , Edwardsville, Il., has expanded into Wyoming with its purchase of two-unit Build-Rite Lumber & Supply, Rawlins and Saratoga, Wy. Prairie Side Ace Hardware, Kenosha, Wi., has broken ground nearby on a significantly larger replacement store, to open by spring of 2021. Menards has delayed the anticipated summer opening of its new store in Athens, due to “the uncertainty surrounding COVID-19.”

Lumbermens Merchandising Corp. has launched a new marketing program for its dealers, “Together We Build.” Available to LMC dealers, the new campaign will emphasize not only their collective purchasing power, but also how deeply they are involved in their communities and local economies. It is being introduced along with a new website and comprehensive media kit, and “Together We Build” video for exclusive use by LMC dealers.

Parksite subsidiary Atlantic Plywood is now distributing Formica’s Fenix brand surfaces

Oldcastle Forges into Midwest

Combilift’s Combi-CS pedestrian counterbalance stacker was honored as best Warehouse Truck Lowlifter at this year’s IFOY Awards.

Oldcastle APG has acquired B&B Bedding, a Midwest regional manufacturer of lawn and garden products. As a longtime co-packing partner, B&B fits seamlessly into Oldcastle’s existing portfolio, adding depth in manufacturing capabilities and product offerings. Founded in 1984, B&B produces bagged and bulk mulches and soils at facilities in Oskaloosa, Ia., and McLean, Il.

n Building Products Digest n August 2020

throughout the East from its 10 distribution centers.

Sherwood

Lumber,

Melville, N.Y., will distribute the full line of MoistureShield products throughout the Northeast from its facilities in Palmer, Ma.; Elizabeth, N.J.; and Holtsville, N.Y.

Anniversaries: Pennsylvania Lumbermens Mutual Insurance Co ., 125th ... The Quikrete Companies , Atlanta, Ga., 80th.

Building-Products.com

MOVERS & Shakers Dave Anderson has been named president of Mead Lumber, Columbus, Ne. Tina Breen has been promoted to VP-sales & marketing at Manufacturers Reserve Supply, Irvington, N.J. Josh Arrowood, ex-Bridgewell Resources, is a new lumber trader for Idaho Pacific Lumber Co., Tampa, Fl. Mark Biggers has been named president of E.C. Barton & Co., Jonesboro, Ar., succeeding Neil Crowson, who continues as chairman. Jeff Spadea, ex-84 Lumber, is new to outside sales at Cape Cod Lumber Co., Abingdon, Ma. Steve Riggs, ex-Lester Group, has been appointed vice president of Townsend Building Supply, Dothan, Al. Chris Hallock, ex-Contract Lumber, is now sales territory mgr. for Tennessee Building Components, Nashville, Tn. Joe Clark has been promoted to global sales mgr. at Forest2Market, Charlotte, N.C. Kevin McGlothin is new to outside sales at RSI Roofing & Building Supply, Shreveport, La. Dean Whitcomb is now regional business mgr. for L&W Supply, Howell, Mi. Sara Messler has joined Seaboard International Forest Products, Nashua, N.H., as a junior trader. Tyler Tuck, ex-Guardian Industries, is the new operations mgr. at Roseburg Forest Products, Chester, S.C. Paul Dean, ex-LBM Advantage, has been named director of business development with MaterialsXchange, Chicago, Il. Scott Griggs has been promoted to president of MJB Wood Group, Dallas, Tx. Russ Kathrein has resigned as president and CEO of 12-unit Alexander Lumber, Aurora, Il. Bill Cummings will serve as interim CEO, leading the executive search in first quarter 2021. Brandon Bishop has been promoted to director of merchandising-commodities at McCoy’s Building Supply, San Marcos, Tx. Tracy Smith is now plant mgr. at Georgia-Pacific, Rome, Ga. Nick Wanzek has been promoted to commodity trader with Viking Forest Products, Eden Prairie, Mn. Glenn Arthur has launched Global Wood Sales, Wilmington, N.C., a manufacturers rep. Bob MacDonald, ex-Taiga, is new to Centurion Lumber, Chemanius, B.C., focusing on lumber and panel sales to the Northeast U.S. and eastern Canada. Robyn Pollina has been promoted to CEO of PalmerDonavin, Columbus, Oh. She succeeds Ron Calhoun, who has retired after 25 years as CEO. Patrick Skovira is new to inside sales at Gilllies & Prittie Inc., Scarborough, Me. Robert Higgins has been promoted to senior vice president of sales for Parksite, Batavia, Il.

n Building Products Digest n August 2020

Dexter Glenn, senior product mgr., is retiring after 40 years in the business, the last 32 years with Logan Lumber Co., Tampa, Fl. Alina Sanchez, ex-DixiePly, is new to inside sales at Randall Brothers, Atlanta, Ga. Bryan Hoexum has been promoted to vice president of independent retail sales for UFP Industries subsidiary UFP Retail Solutions, Grand Rapids, Mi. Greg Alvis is a new account mgr. with UFP Industries in Dallas, Tx. Marc Hamer has joined Orgill, Memphis, Tn., as executive vice president-chief digital and information officer. Mike Roberts, ex-Atlantic Forest Products, has been added to the Biewer Trading wholesale division, St. Clair, Mi. Alison Dowell has been promoted to president and general mgr. of Ace Wholesale’s Emery Jensen Distribution division, Oak Brook, Il. Bill Cappuccio, ex-Allura, is new to outside sales with Carter Lumber, Cherry Hill, N.J. Seth Parr is a new mgr. trainee at 84 Lumber, Cartersville, Ga. Troy McCrork is new to outside sales in the Washington, D.C./Baltimore area. Howard O’Neal has been promoted to product sales mgr.spruce for Do it Best Corp., Fort Wayne, In. Jessica Waggoner is now merchandising systems & pricing mgr.; Rachel Evans, category management planner; Sam Faulkner, business analyst; Pete Partin, EDI communications specialist; and Donnevin Wolfe, sales support coordinator. New to the company are Beth Dreher as category management director; Amanda Mulkey, advertising services rep; Bailey Whitehill, application developer; Lauren Ohnesorge, data analyst; Josh Kennedy and Alec Stopher, infrastructure interns; and Chris Broadasky, information security intern. Mike Wardlow, ex-BlueLinx, was named director of sales for the East with Ox Engineered Products, Nashville, Tn. Grant Narveson has joined Makita USA, as Fargo, N.D., territory sales mgr. Robert Lombardi, ex-BlueLinx, has been appointed national sales mgr. for Greenmaker Industries, East Greenwich, R.I. Michael Cassidy, ex-East Coast Metal Distributors, has been named VP of operations for Talbert Building Supply, Roxboro, N.C. Joren Knockaert, ex-Mohawk Industries, has been appointed president and CEO of Deceuninck North America, Monroe, Oh. He succeeds the retiring Filip Geeraert, who will now serve as chairman of the board. Amy Jen Su, Paravis Partners, has been elected to the board of directors SRS Distribution, McKinney, Tx. Richard Wallace, former longtime VP of communications for the Southern Forest Products Association, is author of the new book The Couscous Chronicles: A Peace Corps Memoir. Helen Waite is the new credit mgr. at Mungus-Fungus Forest Products, Climax, Nv., with employees instructed to advise customers: “If you want credit, go to Helen Waite,” according to co-owners Hugh Mungus and Freddy Fungus. Building-Products.com

THINKING Ahead By Megan Schnizler

The building blocks of a budding lumber career s an undergraduate, the term “lumber trader” wasn’t even in my vocabulary. Years later, I still had never heard of this occupation… nor would I have ever guessed that it would eventually follow my name on a business card. But, as often happens with wood products, the industry “picked” me. Of course, I didn’t know it at the time.

Building the Foundation

I entered Virginia Tech with the full intention to study architecture, and by today my 30-year-old self was supposed to have a stack of blueprints to my credit. Two years in, I found myself enjoying classes outside of my architecture studio much more than my major’s coursework. My professor encouraged me to explore geography and geospatial analysis as a major instead. After switching majors, I thought my first job out of college would be as a GIS analyst, but a different opportunity presented itself. Instead, for my first job out of school, I worked as a fiber supply associate for International Paper in Savannah, Ga. Ironically, because of its parallels with timber, this position offered me a glimpse of the lumber industry and how it operates. Much of my job involved wood procurement and meeting with timber brokers and forming relationships with them, which I did under the

tutelage of my mentor, Dean. With Dean riding shotgun, we would head out to small, rural towns to have lunch with various brokers. It was during these times that he taught me how important relationships are in the business. He showed me the importance of knowing who you’re doing business with beyond the superficial level, of really getting to know these folks, and of being your genuine self with them—rules of thumb that I now know also apply to the lumber trade. I learned a lot at International Paper; but after about a year and a half, I moved up to Richmond, Va., to be near my now-husband. I signed on with a homebuilder, once again finding myself on the fringes of the

n Building Products Digest n August 2020

lumber industry. I learned many practical skills during my time as a project manager for that company, but found myself looking for something with more autonomy. It was actually my husband who spotted an Indeed.com post for a lumber trader and brought it to my attention. Although I didn’t know what the position entailed, the information in the ad piqued my attention. I reached out, and a month later Richmond International Forest Products hired me.

Building Awareness

I’ve now been with Richmond International for five years. What I discovered is that while the wood products industry may not have the

Building-Products.com

A Special Series from North American Wholesale Lumber Association

initial glossy allure of the Googles and Amazons of the world, it does offer many of the advantages that attract people to employers like these, such as the very laid-back atmosphere. It’s not stuffy and boring; to the contrary, it’s fast-paced and each day presents you with a different challenge. Everything is based on your reputation, your word, and your relationships with people; and that’s something I really love about this industry! Lumber has all these great facets to it, but the problem was that I didn’t know the industry even existed. Now that I do, I’m making it my mission to spread the word! On the broader level, I am a member of NAWLA’s Education Committee. At the company level, I worked with Richmond International to roll out the “A Day in the Life” pilot program. So often, we set up shop at career fairs but struggle to tell students what it is we actually do. Because it’s something that isn’t easily conveyed through conversation, I pitched the idea of showing young people instead of telling them. In January of this year, just before the spring semester started, we had six Virginia Tech students and a couple of faculty members come and spend the day with us. In addition to some classroom time, students were paired up with lumber traders and allowed to “shadow” them. They got to ask questions, listen in on phone calls with customers and mills that we have relationships with, and really get a feel for what we do. It’s purely a learning opportunity, with no commitment on the part of the company or the visitors. The hope is simply that these students enjoy the experience so much that it sparks their interest in a career in the industry. Even if it’s

Building-Products.com

just waiting for someone to help her pioneer it. We now have three years under our belt with this program. E v e r y F e b r u a r y, w e i n v i t e other women in the industry to a progressive leadership workshop for a day of discussion and self-reflection centered on personal and professional goals. At our next forum, we’d like to invite female college students so that they can explore the industry and get answers to questions about what the occupation entails, what it’s like being a female in a male-dominated workplace, and all that the lumber industry has to offer.

About NAWLA North American Wholesale Lumber Association is the association that delivers unparalleled access to relationships and resources that improve business strategy and performance through sales growth, cost savings, and operational efficiencies for wholesalers and manufacturers of forest products and other building materials that conduct business in North America. Learn more about how NAWLA can help your business at nawla.org.

not for them, they might share the encounter with someone who might be a better fit. The overall feedback was wonderful and, depending on how the COVID-19 pandemic continues to unfold, we’re interested in continuing the project with Virginia Tech and potentially other universities at some point in the future. In addition to capturing student interest in the lumber industry, I’m excited to see a growing female presence in this sector. Many women would be a great fit for this industry, especially those with strong interpersonal skills and the innate ability to cultivate authentic partnerships that can drive a company forward. Building awareness that women have a place in this industry is key, and growing our female support system will only attract more women to it. How to reach more women, particularly younger generations, and encourage them to give the lumber industry a try is one topic that we at Richmond International hope to address through our RIFP Women’s Forum. My mentor at the company—Linda Hull, who was the only female trader until I arrived—came up with idea to host a women’s leadership forum, but was

Building for the Future

These have become my passion projects as I look forward to growing in and with this industry over the coming years. My attention will be needed elsewhere in the near term as my husband and I prepare to welcome our first child this summer, but I’m looking forward to returning as a working mother. I see something special in this industry. And if I can play a part in diversifying its workforce and educating others about the appeal of this sector in the meantime, I’d consider that a win. – Megan Schnizler is a lumber trader at Richmond International Forest Products, Glen Allen, Va. (www.rifp.com).

August 2020 n Building Products Digest n

STRONG MARKETS SUPPORT COMMUNITIES • 515 mills • 470 communities • 32 states

Healthy Forests. Thriving Industry. Strong Communities. 1.29 MILLION HOUSING STARTS IN 2019 69% single-family and 31% multifamily, a 3.2% increase from the previous year.1

OVER 75% OF A WOOD DECK ADDITION INVESTMENT is recouped in increased resale value according to the Cost vs. Value Report and remains one of the best remodeling projects homeowners can perform.2

OVER 108,000 HOURS OF EDUCATION TAKEN BY PROS The SLB CEUs kept architects, engineers, building officials, and developers consistently engaged in 2019.

WOODWORKS CONVERTED 351 PROJECTS in 2019, 277 light-frame and 74 mass timber buildings were built.

8 MILLION CARS OFF THE ROAD The 6.3+ billion board feet generated by the SLB since its inception has sequestered carbon equal to taking 8 million cars off the road.

Source: https://www.nahb.org/News-and-Economics/Industry-News/Press-Releases/2020/01/Housing-Starts-Finish-2019-Strong Source: https://www.remodeling.hw.net/cost-vs-value/2019/

RESPONSIBLE FOREST MANAGEMENT has resulted in more than 50 consecutive years of net forest growth.

2019 IMPACT 1.45 BILLION

775,000+ JOBS The softwood lumber industry supports more than 775,000 direct and indirect jobs in harvesting and manufacturing.

3 NEW TREES PLANTED FOR EVERY 1 HARVESTED Strong markets for lumber keep forests as forests.

board feet in

incremental softwood lumber demand.

37.90 : $1

Return on $ invested.

2012-2019

CUMULATIVE IMPACT THE SLB CREATES MORE DEMAND FOR LUMBER

6.3+

18-STORY WOOD BUILDINGS The SLB, U.S. Endowment, and AWC support has opened up opportunities for softwood lumber in taller wood buildings. Three states/jurisdictions that have approved 2021 language.

35 JOBS SUPPORTED for every 1 million board feet processed.

BILLION BOARD FEET

of new demand has resulted from SLB investments since 2012.

The SLB has generated

$2.4

billion of revenue

since 2012.

25.22 : $1 Average return on $ invested since 2012.

6.3+ BILLION BOARD FEET OF NEW DEMAND since 2012, thanks to the SLB investments — 1.45 billion board feet in 2019 alone.

SLB-Funded Programs

853,151 MEDIA IMPRESSIONS and 17 project leads were generated by the Think Wood Mobile Tour.

1,539 PROJECTS CONVERTED in the U.S. in 2019, thanks to the collective impact of the SLB programs.

LEARN MORE Discover the Softwood Lumber Board’s impact and stay up to date with the latest news at softwoodlumberboard.org/news

BUILDING YOUR

REPUTATION

With Wood Treated Right

BPD

Building Products Digest

AUGUST 2020

THE VOICE OF THE LBM SUPPLY CHAIN — SINCE 1982

e i s m n i t o

w !

SALES & MARKETING SPECIAL ISSUE

Amidst a global pandemic, market conditions have never been more turbulent — and the need has never been greater to step up your sales and marketing efforts. Six industry experts show you how.

Alex Goldfayn Selling in a PostPandemic World

James Olsen The 4 Pillars

Gregg Schwartz Customer Conversations

Allison Kurtz Court Consumers

Philip J. Brand Take Responsibility

Chuck Casey Stay Connected

SALES & MARKETING SPECIAL ISSUE

By Alex Goldfayn

Selling in the post-pandemic world – The following is a special excerpt from Alex Goldfayn’s upcoming book 5-Minute Selling: The Proven, Simple System That Can Double Your Sales... Even When You Don’t Have Time, which will be published by Wiley on Aug. 25, 2020. I COMPLETED WRITING this book in early 2020, pre-COVID-19, pre-lockdown. It was written in normal times, for normal times. In the ensuing months, the world changed dramatically and, with it, business. In turn, the selling process was turned upside down: Outside salespeople could no longer be on the road. Nearly all salespeople started working remotely, from home. So did most of our customers. And so, the rules of engagement have changed. And you will find that, compared to “normal times,” all of the proactive selling techniques described in this book are even more important and effective in a world changed by pandemic. This is because 5-Minute Selling is about systematically communicating with our customers and prospects, and showing them that we care about them. It’s about being more present. It’s about helping more customers more. And our customers need this more than ever. Especially in a crisis, or a recession. They haven’t heard from a lot of salespeople during the pandemic lockdown, nor after. My clients reported nearly unanimously during the lockdown

that their competition was not calling on their customers. I heard varying versions of this quote countless times: “My customers report that I’m the only one calling them. The competition must not care.” Think about your own phone during the lockdown. Were suppliers calling much? As you’ll read in this book, suppliers don’t call very much in good times. Now? Most of your competition is in a defensive position. As I write this, very few salespeople are on offense. It’s understandable. Salespeople are paralyzed by fear. And not just fear of rejection, but fear of job loss; fear for their families; fear for their health. Here’s the thing though: our customers are also afraid. For their health. For their families. For their jobs. Our customers need us now. Your customers need you, especially now. Don’t leave them stranded. Be present. And guess what? This is far easier post-pandemic than in normal times. Your customers are far more available during this crisis, and in its aftermath. You can reach anybody you want, because nearly everybody is available. Many of our customers are working at home. Nobody is traveling. Nobody is going to meetings except virtual ones. It’s interesting that post pandemic, with the decrease in in-person selling, the telephone is our single most important tool. Post-pandemic, the telephone is

n Building Products Digest n August 2020

just as important to successful selling as it was in the 1970s and 1980s, before email. Luckily, a significant portion of this book is about quickly planning your highest-impact proactive calls, and making them. You’ll learn who to call and what to say, and a variety of ways to ask them what you can help them with. And you’ll develop an expertise that will help you succeed now—during this difficult time—and also one that will serve you well for years and decades to come. So let’s play some offense. Let’s go help our customers and prospects. Let’s help them through this time. And as a result, they will remember you forever. And they will reward you with business now, and for many years to come. Good luck, and best wishes for good health and great success.

Alex Goldfayn is the CEO of The Revenue Growth Consultancy (www.goldfayn.com). You can buy 5-Minute Selling on Amazon or wherever books are sold.

Building-Products.com

SALES & MARKETING SPECIAL ISSUE

By James Olsen

The four pillars of the Master Salesperson TO BE A GREAT salesperson means to have a wide range of skills that can be applied across a broad range of people in markets that change every day. Master Sellers adapt to the market segments they sell, the products they sell and the different people and personalities they sell to. There are four pillars that have to be learned and perfected to become a Master Seller.

Work Ethic The biggest reason for failure to be a profitable salesperson and then a Master Seller is lack of work ethic. The grand majority of sellers that wash out (or who are mediocre) do so for one reason: they don’t work hard enough. Sellers that dominate year after year have developed a work ethic above and beyond the average. I often tell my students, “If we want to make the kind of money that the top 10% of wage earners in America make, we cannot work like the bottom 90%. The math just doesn’t work.” Master Sellers aren’t making four times the average wage because they are smarter than everyone else. This is not to say that they aren’t smart, they are, but that is not what sets them apart from the pack. Most Master Sellers work much, much harder than the norm. The average inside salespeople is making 25 to 30 outbound calls per day, while the Master Seller is making 50 to 80. This not only gives them a better chance to do business (40%-50% better!) but gives them a better longterm account box and helps them navigate and survive contracting markets.

The average outside salesperson is calling on four to five accounts a day and almost never works the phone. Great outside salespeople see eight to 10 customers per day and work the phone (lots of calls) a couple of days per week. There will always be a couple of sellers on every team who don’t make that many calls but are still successful. They are one, the one out of fifty that have are super charming and charismatic. These sellers are the exception. Secondly, they are sellers who have been at it a long time, have built up a loyal following, who worked very hard in the beginning of their career to build their base. Both of these are exceptions and are not the role model for anyone trying to start in sales and build a career. In addition, for every one of these salespeople there are 10 Master Sellers that do work hard every day to succeed.

Sales Skills The majority of salespeople are just “carrying the bag.” They call on customers with very little focus or strategy. They may even make lots of calls. But their calls are unfocused and bring little value to the customer. Their sales calls are in one form or another the “Whaddya need today?” or “Do you need anything today?” kind of call. Master Sellers work on their sales skills every day. They read books, listen to tapes of other Master Sellers, and always try to upgrade their skills. Many sellers confuse experience with excellence when often they are

n Building Products Digest n August 2020

the opposite. I’ve been playing golf a long time, that does not make me a Master Golfer; the same can be said for salespeople. Below are some, but not all, of the skills the Master Seller works on: Empathy. Called by many “Emotional Intelligence,” it’s knowing what to say, when to say it, to whom, and with the right tone. Listening, understanding and caring about our customers and their business. Many sellers are only there for the order. The Master Seller actually cares about their customers. Their customers know it and feel it. This creates loyalty, the ultimate competitive advantage. Closing. Most sellers do not ask for the order. They present product and let the customer decide. The Master Seller projects that they expect to get the business from the way they carry themselves—confidently, the way they speak—“when we put this together” vs. “if we put this together” and most importantly asks for the order, directly, in every selling situation. Simple, but rare, asking for the business in an open, direct way is what sets the Master Seller apart from the crowd. Options. Most sellers bring nothing— “What are you looking for today?”—or one item—“I’ve got a truck of 2x4 14’s today. Whaddya think?” The Master Seller “loads the gun.” They bring multiple products and options to every call. This brings a lot of value to their customers. Why don’t most sellers bring more options? Because it’s more work (See Work Ethic). Building-Products.com

Planning, Goal Setting, and Focus. Most sellers start to think about their day a half hour after they sit at their desk. The Master Seller plans out their career, their year, their quarter, their month, and their day ahead of time. Master Sellers have and set goals continuously. They take responsibility and control of their career and their calls. The Master Seller spends the last hour of the day preparing for the next day. They “hit the ground running” every day, while most sellers just hit the ground. Prospect All the Time. Most sellers prospect when the market is slow or when they lose accounts. Master Sellers always look for new business. Always.

Account Management I have worked with talented salespeople. On a call by call basis they are good. But they will not upgrade their account box (prospect). The salesperson making $75K a year is busy working a B– account box. We can’t have an

A+ sales life working a B– account box. Master Sellers upgrade their account box. They are busy also, but because the quality and quantity of the accounts they work is better, they make two to four times as much as their equally talented salesperson who does not upgrade—read prospect—for bigger and better accounts.

Product & Market Knowledge Master Sellers know their products and their markets. They know the spreads and options across different products. This brings value to their customers. Master Sellers know when a market is going to move in either direction and helps their customers navigate them. This brings more value than the average “shopping service” seller who only brings their customer what they say they need. The Master Seller sells options and ideas to their customers that help make them money. Aside from helping them navigate moving markets they also bring them product options that can

solve their business issues for better cost and thus margin. When we master these “Four Pillars” of the Master Seller, we will be the master of our own fate in our sales careers. We will be unstoppable.

James Olsen is founder of Reality Sales Training, Portland, Or. After 20 years in sales, James started his own sales training business, devoted to helping companies and individuals achieve rapid sales growth. Contact him at (503) 544-3572 or james@ realitysalestraining.com.

Stay up to the minute on the latest developments— in between issues of BPD— by receiving our e-newsletter, BPD eWEEKLY. Sign up by contacting info@526mediagroup.com. August 2020 n Building Products Digest n

SALES & MARKETING SPECIAL ISSUE

By Allison Kurtz

Courting consumers in the COVID-19 era IT’S NO SURPRISE that the pandemic has ignited increased interest among consumers in their homes. As most of us are spending much more time at home, we are seeing and experiencing our homes in news ways and finding ourselves with extra time to tackle improvements from DIY projects to major renovations. With that in mind, now is an ideal time to position relevant brands in front of a captive and eager audience with home-focused content. When it comes to brand marketing and public relations, however, it’s no longer business as usual. The consumer mindset has changed drastically, requiring brands to revisit messaging and re-think their communications strategies to adapt to the new and evolving environment in which we find ourselves living. In our work with many of today’s top home brands, we are helping them to navigate and adjust, as needed, to changes in the marketplace and in consumer lifestyles. Following are some insights and approaches that we have found to be effective for keeping home brands relevant and top-of-mind during this uncertain and unpredictable time: • Position Brands for a New Way of Living – Focus on projects that help to make quarantine living more comfortable and enjoyable—everything from design and décor to organization, cleaning, safety and sanitation. Weave products into emerging lifestyle trends, such as segmenting home spaces in creative ways to accommodate working from home, inspiring new ways to cook or workout at home to keep things fresh and fun, and ideas for games or

other activities to keep family members entertained, occupied and safe. • Instill Confidence – Share ideas for simple, cost-effective upgrades that add value to a home and that consumers can tackle confidently without needing a lot of expertise or assistance. When possible, provide video or step-by-step guidance to help DIYers approach projects confidently. • Pitch New Channels – Once a cumbersome and expensive endeavor, TV exposure is now easier to coordinate no matter where your spokesperson and influencers are located thanks to Zoom, Skype and other video conferencing services. Throughout the coronavirus pandemic, local and national stations alike have turned to remote reporting so it’s still possible—and actually easier—to book segments (both live and taped) or conduct virtual media tours. It’s also a great time to explore online media outlets, as well as home-focused blogs and influencers you may not have previously targeted. • Update Social Media Presence and Content – Consumers are spending much more time these days on their computers and mobile devices, making it crucial for brands to find ways to engage customers via social media and other online channels. Depending on the brand or service offering, aim to provide information that can help people stay healthy mentally, physically and financially. Maintain authenticity and review all content through a hyper-sensitive lens. • Drive Online Sales Opportunities – During these times of social distancing, businesses and consumers are

n Building Products Digest n August 2020

relying more than ever on e-commerce. Successful brands will be those that make it easy for consumers to find, select, purchase and receive products and services. Work to optimize online ordering, offer virtual appointments and sales calls to replace on-site visits, and update websites to add home or curbside deliveries. Doing so may require an investment in new systems and technologies, but the dividends will be worth it in the long run. As we continue to traverse a rapidly changing landscape, marketing efforts will require careful and continual refinement. Take time to audit key messaging for sensitivity and make updates as needed. Ensure that all key stakeholders are updated and aligned with any changes and communicating consistently and with one brand voice.

Allison Kurtz is an executive vice president with L.C. Williams & Associates, Chicago, Il., a full-service public relations and marketing communications firm with experience ranging from brand marketing to crisis management. Reach her at (312) 565-4619 or akurtz@lcwa.com

Building-Products.com

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SALES & MARKETING SPECIAL ISSUE

By Gregg Schwartz

How to have better customer conversations during the crisis THE COVID-19 CRISIS has caused so much disruption and uncertainty for everyone in all aspects of work and life. When talking to customers, it can be hard to know how to strike the right balance between acknowledging the crisis and focusing on business. Sometimes it’s okay to blend business and personal with your customer conversations, especially during a time of widespread stress, grief and uncertainty. Here are a few tips for having better customer conversations: Don’t Ignore the News. COVID-19 has caused a massive shift in everyone’s priorities and daily life experience. So don’t assume your sales conversations with customers have to be strictly about business. Start conversations by just asking customers how they’re doing, how they’re coping with the latest news. You don’t have to be afraid to acknowledge the crisis that we’re all in. Most customers will appreciate you being candid and willing to talk about a situation we’re all going through. At times of crisis, customers may even be more skeptical of salespeople who are not acknowledging the bigger situation. However, you don’t have to dwell on it. Try to keep the conversation light and optimistic. You might want to say things like, “It’s been awhile since we talked; the situation has been difficult, of course, but in the last month, my company is starting to enter into a kind of new normal, and I would love to talk with you. How are things on your end?” Talking about the crisis in terms of a shared experience and a common adversary can help customers feel like you are on their side, like you’re not

trying to sell them something; you’re trying to help them overcome a crisis. Listen with Empathy. Every customer conversation right now needs to put empathy at the forefront. More than ever, be sensitive to what customers are going through. Be patient. Be compassionate. Be willing to just listen— they might not be ready to buy, they might not have good news for you, they might not even be happy to hear from you. Everyone is going through a lot of emotions right now. You may be calling customers who have had a family member die of COVID-19, who may have the virus themselves, or who may be at higher risk for it. Your prospect’s company might have taken a huge hit and could be struggling to stay in business. Whatever they’re going through, be willing to show you care—not just as a businessperson, but as a human being. Show Vulnerability. Your customer conversations might be a good opportunity to share your own story. Not in a sad, “woe is me” tone of voice, of course, but just as another way of acknowledging the crisis and helping customers know they’re not alone. You might want to open up about your own personal experience. Do you know anyone who’s become infected? How is the crisis affecting your immediate area? What concerns do you have for the industry you serve? Of course, you’re on these calls for business purposes; you should still try to be confident and upbeat. But it’s okay to commiserate a bit about just how uncertain the world can be, and show your own human response to the

n Building Products Digest n August 2020

crisis, while also offering an optimistic vision of how your company can help them recover, rebuild and move forward into a brighter future. Help Before You Sell. Now more than ever, B2B salespeople are in the business of helping people. Buyers may be struggling to stay in business or recently had to part ways with some beloved employees or a longtime vendor. They also may be going through emotional turmoil, feeling scared about their own health and their financial future. Be ready to help. Be ready to think big about how you can help your customer’s business, even in ways that might not be immediately relevant to what you sell. Think beyond the immediate short-term transaction and build a longer-term relationship. Even if you can’t sell to this customer today, or even later this year, look to create the beginning of a business relationship that could last for years to come.

Gregg Schwartz is the director of sales at Strategic Sales & Marketing, New York, N.Y., providing lead generation consulting to hundreds of business (www.manageyourleads.com).

Building-Products.com

SALES & MARKETING SPECIAL ISSUE

By Phillp J. Brand

Sell by taking responsibility CLIENTS APPRECIATE a salesperson with empathy and the ability to develop a total solution vs. simply presenting a product. Although the basic rules of selling, like credibility and effectiveness, haven’t changed a lot over the years, techniques that may have been effective years ago need to be re-examined to meet changed circumstances. There are new rules in sales now. The new rules include honesty and integrity, trustworthiness and dedication, fulfilling the real needs of the clients. 1. Instead of deflecting, choose to take responsibility for fixing the problem and wrestle it to the ground. Instead of spreading blame, professionals own and address the issue. Your first job is to serve. That is the foundation of the value you should hold for your clients. A true professional always delivers. Always meet your commitments or let people know well ahead of time if you may not be able to. While all your actions in some way determine whether you will earn the trust of our people, this final choice in our “better choices” series relates most directly to our ability to build, earn, and grow trust with your leadership. 2. It’s not about you. It’s about everyone else. People will remember how you behaved. Leadership is about reaching that shared vision of a desirable future. It’s about the greater good, not the leader’s good. Leadership is not about you! Your philosophy of life is the greatest determining factor how successful you will be. It’s a set of beliefs and principles how you choose to live. It’s also the way you think and act in your life. The challenge is to constantly revising, fine-tuning and

changing it if necessary. Your sales career can flourish or flounder strictly on the basis of your philosophy. Philosophy is the study of thought. How your customers think, what they think and even why they think what they do, all goes into the study of sales philosophy. 3. People are smart. And they’re depending on you. Business in recent years has taken on many new and complex dimensions, and this trend is likely to continue. Today’s salesperson, as well as today’s buyer, is better educated, more informed and has more options than ever before. These changes have created new, exciting and challenging possibilities in every organization. Sales warriors need to acquire a working knowledge about these changes and have a comprehensive understanding of sales fundamentals. The selling process is a dynamic interaction between a professional salesperson and a client. The salesperson’s main objectives are to find out about the client’s needs and determine how to help the client fulfill those needs. To be successful at this process, one must learn the basics first. As with everything else, it’s a learning process. It must be built from the ground up, with a thorough understanding of the fundamentals. 4. It doesn’t matter whose “fault” it is. The buck stops here: why leadership requires taking responsibility. Leading an organization means accepting responsibility for what happens within it, for better and for worse Under-promising and over-delivering. Surprise your clients with unexpected levels of service and caring that will knock their socks off! Have them become your best advocates. Let them

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share news of your remarkable service to other potential clients. Professionals know when to accept mistakes they have been made and take it upon themselves to fix them. It doesn’t matter if one of your team members messed up or you did. If you are the leader, you need to take responsibility. 5. Move on. Don’t wallow. There’s lots to do. Choosing to take responsibility, in short, has four key steps: (a) Own the issue. (b) Deal with it swiftly, honestly and as completely as possible. (c) Pledge to not make the same mistake twice. (d) Move on. The next time you’re in the midst of a crisis, don’t deflect, underestimate people, or nitpick about whose fault it was. Leaders take responsibility. Own the problem, take a hard-nosed approach, present a solution, get to work, and don’t make the same mistake twice. You’ll stave off disaster, fix problems faster, build trust, and get better results.

Phillip J. Brand is the author of In Become a Warrior at Selling, sharing insight and mechanisms to acquire successful results as career sales professional (www.phillipbrand.ca).

Building-Products.com

August 2020 n Building Products Digest n

SALES & MARKETING SPECIAL ISSUE

By Chuck Casey

Staying connected in disconnected times OURS IS AN INDUSTRY that is built on trust and connections. For generations, the backbone of our industry has been the relationships that allow truckloads of products to be shipped simply with a call or handshake. This has come in part from countless face to face meetings during sales calls, trade shows, association meetings, or just a casual lunch. These meetings establish the credibility that leads to the trust that allows our industry to thrive. At least for now, that has all changed. The various events of 2020 have severely disrupted how we connect and interact as an industry. The majority of opportunities for in-person interactions have, for now, vanished. But, we still need connection and community, especially during times like this! There has never been a more important time—or more challenging time—to stay connected and to keep your brand and message front of mind. You started the year with plans, new products and goals. Although the news would have you think the world is ending, our industry is still thriving with many companies reporting record demand. There are certainly a number of viable options to get your message out there, digital or otherwise. Yet most of them are unfocused and impersonal, like tossing darts blindfolded. Or worse, having them tossed by a stranger you don’t have a relationship with! Print trade publications, on the other hand, are precisely targeted. They deliver your message directly to and are innately trusted by the exact people you want to reach. They do this in an environment of connection,

trust, credibility and community. In fact, a good trade publication is itself a place of community and keeps us all connected. I recommend that you look at which publication your targeted audience is reading and relying upon to make critical business decisions. When you visited their place of business, which one did you see on their desk, often dog-eared from use? I suspect, more often than not, they’re doing exactly what you’re doing right now—reading Building Products Digest, as they have done for many generations. Sure, I’m tooting our own horn, but I firmly believe that BPD is more than a trade magazine; it’s an enthusiast publication catering to the top professionals whose passions and sense of purpose are poured into their lumber and building material careers. You are the people we serve; our publications reflect your enthusiasm and your love of our industry. And our readership has never been higher. Print advertising in BPD will allow you to reach your target audience keeping your brand and messaging current, relevant, and continuing the momentum you started the year within an environment of trust. It is like your best friend vouching for you to a good friend they have. We have built this trust and credibility by reliably serving the industry since 1922. In a world of too much digital noise, distractions, short attention spans, and a lack of trust, our publications have remained consistent and our advertisers successful and profitable. Although your travel schedule and sales calls remain disrupted, our

n Building Products Digest n August 2020

communication channels are wide open and in fact, being listened to at a greater rate than ever before! It is during times like this that our industry falls back to what they know they can trust and for pennies compared to your trade show and travel budget, we can put you in front of them. I have spent my entire career in print advertising sales and know it works to communicate your message, brand and to drive sales. Print advertising has been the backbone of successful marketing for generations of businesses in almost every industry in America. That truth remains the same now and even more so given the changes to “how” we connect and interact today as an industry. We are here to serve you and this industry. Give me the opportunity to play a role in your success this year.

Chuck Casey is director of sales for 526 Media Group, Costa Mesa, Ca., connecting manufacturers and distributors to LBM buyers through BPD, The Merchant Magazine, Deck Specialist, and a host of digital offerings. Contact him at (714) 486-2735 or ccasey@526mediagroup.com.

Building-Products.com

SALES & MARKETING SPECIAL ISSUE

The best ads of the year BUILDING PRODUCTS DIGEST’S fourth annual ad competition is designed to showcase the best in LBM marketing over the last 12 months. Ads evaluated ran for the first time in BPD or The Merchant Magazine between July 2019 and June 2020. Entries were divided into five categories (fractional size, in-house design, series,

specialty piece, and best overall). A panel judged the ads on four criteria: 1. Attention Getting. Does it make the reader stop to take a closer look? 2. Easily Understood. Does the reader in a quick glance know what is being promoted? 3. Enticing. Does it promote the company/product in an appealing way that

would make its targeted audience want to seek more information? 4. Clean. Is the layout attractive and easy to navigate, so elements don’t compete with each other and key information—particularly contact info—is easy to find? And the winners are...

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Building-Products.com

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August 2020 n Building Products Digest n

SALES & MARKETING SPECIAL ISSUE

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“Each ad carries over just enough design elements to establish familiarity, while highlighting unique, dramatic imagery that ensures every reader will stop and take notice.”

“Amazing visuals tied to strong taglines and short descriptions with the brand logo front and center. Perfectly designed ads!”

Weyerhaeuser “Rely On” “In a relationship industry, these ads hit the target. B&W images convey heart and credibility, while color draws attention. Brilliant.”

Everwood Treatment Co. “Building Your Reputation” “Such clever ads from a simple product. Builds a lot of thought using very few words. The sketch to photo, combined with ‘building’ and ‘reputation’ convey a powerful differentiator to the reader.” PM 4/17/2020 3:04:48 Untitled-2 1

Everwood Final.indd

Building-Products.com

3/20/2020 9:20:51 AM

• Best Ad Series Honorable Mention – Jones Lumber (“Testimonials”) August 2020 n Building Products Digest n

SALES & MARKETING SPECIAL ISSUE

BEST OVERALL AD CMPC USA

“Welcome Home”

“Demonstrates the power of a clean design and white space. Very few words and a clean visual make the product pop.” “Reader immediately recognizes what product is being promoted and how it is best used.”

19 45

“Evokes warmth on every level.” “White never looked so good.”

2020

BORN READY. Recessions and trade wars. Big box and online competition. Floods, fires, hurricanes, tornadoes–– even a global pandemic. Throughout the last 75 years, Do it Best has faced disruptions of every kind. Disruptions we were born to overcome. Together, we have proven we have the strength, agility, and wisdom to be there for each other and our communities. While no one can know what the next 75 years will hold, we are confident that we will continue to help our member-owners grow and succeed— because we will do what we were born to do. Together.

Do it Best “Born Ready” “A simple ad that is made powerful through a strong tagline and the B&W to color transition.” “Simultaneously expresses both history and modernity.”

BE A PART OF THE NEXT 75. doitbestlbm.com

20-0316 PWT 2020 Campaign Ad-HI.pdf

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2:42 PM

Paciﬁc Woodtech Corp. “Reinventing” “Brilliant graphic design creates a strong visual that is front and center.”

• Best Overall Ad Honorable Mentions – Wild Hog (“LINX Launch”), Norbord (“Framing Young Futures”)

n Building Products Digest n August 2020

Building-Products.com

NEW Products

Decorative Beadboard Wall Panels Upgraded Housewrap Benjamin Obdyke has launched a new and improved Flatwrap HP high performance housewrap, with an adjusted price point to be more accessible in the residential channel. Flatwrap HP is a high performance housewrap designed for use in non-absorptive cladding applications or in conjunction with a rainscreen for other applications. It offers superior durability via a trilaminate polypropylene substrate. It is available in 3 ft., 5 ft., and 9 ft. sizes. n BENJAMINOBDYKE.COM (800) 523-5261

Arauco has added Fibrex Beadboard to its Fibrex High Density Fiberboard (HDF) line produced at its Stephen, N.B., facility. The durable beadboard, for residential and commercial interiors, is offered in both 2” and 4” on-center groove patterns. It has a decorator-quality, pre-painted white finish. The smooth surface also finishes beautifully if additional coats of paint or other colors are desired. It is offered in a standard thickness of 4.8 mm, with standard sheets sizes of 48” x 96” and 32” x 48” ideal for wainscot. Custom thicknesses are available from 4.8 mm to 6 mm, as well as cut-to-size (CTS) options with applicable minimum purchase volumes. n NA.ARAUCO.COM (800) 261-4890

Safety Treads StairMaster safety renovation treads are now available from Wooster Products in a range of coordinating or contrasting colors, including photoluminescent, to enhance front edge visibility and safety. With a proprietary bonding process which ensures a long service life, the anti-slip stair treads are ideal for exit path markings, safety egress systems, steps and landings. They feature a heat-treated, corrosion-resistant aluminum substrate and a nearly diamond-hard aluminum oxide filler. Treads are offered in 9” and 11” widths, with a mill-finish extruded aluminum base, beveled edge, and countersunk holes. n WOOSTERPRODUCTS.COM (800) 321-4936

n Building Products Digest n August 2020

Ultra-Underlayment The upgraded DuPont Tyvek Roof Protector provides a cooler, gray color surface for builders and roofing contractors to work on. In addition to a color change, the engineered synthetic roofing underlayment features good walkability for safe working conditions, with a wrinkle-free and slip-resistant surface that allows for better traction and grip for contractors. It effectively holds chalk lines with increased visibility, improving speed and accuracy during installation of the final roofing assembly. n DUPONT.COM (302) 287-0740 Building-Products.com

RCA Utility Clips Simpson Strong-Tie has introduced two new, longer lengths to its line of L-shaped RCA rigid connector angle utility clips for cold-formed steel construction. Clips of 9” and 11” are being added to the existing lineup of 3”, 5”, and 7” clips. They are available in 12-gauge, 14-gauge, and 16-gauge and feature a G90 galvanized coating for enhanced protection against corrosion. n STRONGTIE.COM/RCA (800) 999-5099

Higher Standards Werner’s new 6’ Leading Edge lanyards keep contractors safe while working on the world’s biggest projects. The new lineup of lanyards has been tested and approved for leading edge use over steel beams, B-Deck and precast concrete. Available in four models, each lanyard is made from 1/4” 7x19 vinyl-coated galvanized aircraft grade steel cable for strength and durability. They are rated for a 12-ft. freefall for users up to 310 lbs. and up to 400 lbs. for a 6-ft. freefall. n WERNERCO.COM (888) 523-3370

Building-Products.com

August 2020 n Building Products Digest n

CLASSIFIED Marketplace

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ASSOCIATION Update Lumbermen’s Association of Texas has chosen Tim Moore, general counsel at Cassity Jones Building Materials and co-chair of LAT’s Legislative Committee, as its 2020 Texas Unity Dinner honoree. The event, a LUMPAC fundraiser, will take place Oct. 21 at the Baylor Club, McLane Stadium in Waco, Tx. LAT has also kicked off a threesession online training series for its Emerging Leaders program, “Meet Up, Connect & Thrive.” The first session, focusing on COVID-19, streamed live July 22. The next sessions are slated for Sept. 16 and Nov. 18. Northwestern Lumber Association is launching a virtual roundtable program. The seven-part series consists of an intro meeting, five speakers with group discussions, and reflection & goal setting. North American Wholesale Lumber Association has awarded 20 scholarships after receiving more than 160 applications from 75 NAWLA member companies. Each winner is the child of an employee of a NAWLA member firm, and will receive a $2,500 scholarship to support their studies at a higher education institution for the 2020-2021 academic year. Among the recipients are Emily Bauman, Interfor; McKenna Isaacson and Lauren Rozelle, Biewer Lumber; Katelyn Johnson, Lukas Seeley, and Ely Osborne, Weyerhauser; Alex Drone, Forest Products Supply; Rachel

Elliott, Sydney Gardner, and Madalyn Gardner, Weekes Forest Products; Mario Bertogliat and Hastings Crenshaw, Forest City Trading Group; Zaida Pearson, PotlatchDeltic; Patrick Sizemore, Eagon USA; and Jacqueline Wilson, Tri-State Forest Products.

IN Memoriam Tracy A. Gerbert Sr., 63, longtime sales rep with Ashland Lumber, Ashland, N.H., passed away July 9. Charles W. “Chick” Evans, Jr., 57, co-owner and VP of Chicks Lumber Co., Chattanooga, Tn., died July 15. Carl Muller owner of Carl’s True Value Hardware, Winsted and Harwinton, Ct., died June 29. He launched several businesses, including a carpeting store and Side Door Outlet, which evolved into his two-unit hardware chain. Earl E. Paden, 97, retired manager of Howell Lumber, Wabash, Ar., passed away July 8. He served in the U.S. Navy during World War II. Robert E. “Bob” Bushway Jr., 47, lead sorter at Durgin & Crowell Lumber Co., Springfield, N.H., was killed in a motorcycle accident while driving to work on June 25. He joined the company in 1996, starting as a stacker in the sawmill department and helping with the modernization of the mill.

n Building Products Digest n August 2020

AWARD WINNER Combi-CBE4.

Combi Earns High Honors

Combilift was honored with a 2020 Red Dot Design Award for its recently launched CombiCBE4 material handler—the world’s first compact counterbalance design electric-powered multi-directional forklift with patented traction on all wheels. The Red Dot Awards attract submissions from over 50 countries every year. This is the second Red Dot Combilift has received; it won in 2014 with the Combi-WR4 multi-directional pedestrian operated reach stacker. The Combi-CBE’s independent traction provides front and rear drive wheels with 100% traction control, negating the need for differential lock on slippery surfaces. By inputting the wheel-base parameters, traction commands are calculated by the control system. As the truck drives, the wheels’ speed and direction are controlled independently, and tight turns can be negotiated with no tire wear. Building-Products.com

DATE Book Page

ADVERTISERS Index

Listings are often submitted months in advance. Always verify dates and locations with sponsor before making plans to attend.

Midwest Building Suppliers Association – Aug. 6, Sycamore Scramble golf outing, Dye’s Walk Country Club, Greenwood, In.; www.thembsa.org.

BPD e-Weekly www.building-products.com

Crumpler Plastic Pipe www.cpp-pipe.com

Culpeper Wood Preservers www.culpeperwood.com

Everwood Treatment Co. www.everwoodtreatment.com

Fasco America www.fascoamerica.com

Cover I

Great Southern Wood Preserving www.yellawood.com

Manufacturers Reserve Supply www.mrslumber.com

Cover II

Maze Nails www.mazenails.com

Norbord www.norbord.com

North American Wholesale Lumber Assn. www.nawla.org

Lumbermen’s Association of Texas – Sept. 16, Emerging Leaders online training series; www.lat.org.

Overseas Hardwoods Co. www.ohc.net

Northeastern Lumber Manufacturers Association – Sept. 16-18, annual meeting, Wentworth by the Sea, New Castle, N.H.; www. nelma.org.

Pacific Woodtech www.pacificwoodtech.com

Florida Building Material Association – Sept. 16-18, convention and trade show, Rosen Shingle Creek, Orlando, Fl.; www.fbma.org.

Palram Americas www.palram.com/us

Composite Panel Association – Sept. 20-22, fall meeting, Fairmont Queen Elizabeth, Montreal, PQ; www.compositepanel.org.

ProWood www.prowoodlumber.com

Mid States Distributing – Sept. 21-22, Fall Rendezvous, Dallas Market Center, Dallas, Tx.; www.msdist.com.

21, Cover IV

American Wood Protection Association – Sept. 21-24, online technical committee meetings, www.awpa.com.

Redwood Empire www.buyredwood.com

Seneca www.senecasawmill.com

Mid-America Lumbermens Association – Oct. 1, Kansas Sunflower Shootout golf event, Firekeeper Golf Course, Mayetta, Ks.; www. themla.com.

Simpson Strong-Tie www.strongtie.com

Kentucky Building Materials Association – Oct. 1-2, annual convention, product expo, & Jack Congleton Golf Outing, Caesars Southern Indiana, Elizabeth, In.; www.kbma.net.

Siskiyou Forest Products www.siskiyouforestproducts.com

28-29

Softwood Lumber Board www.softwoodlumberboard.org

National Lumber & Building Materials Dealers Association – Oct. 6-9, virtual Industry Summit, www.dealer.org.

Swanson Group Sales Co. www.swansongroup.biz

Remodeling Show – Oct. 13-15, virtual; www.remodelingdeck.com.

Timber Products Co. www.timberproducts.com

TLC Mouldings www.tlcmouldings.com

Cover III

Western Lumber www.westernlumber.com

Weyerhaeuser Co. www.weyerhaeuser.com

Michigan Association of Timbermen – Aug. 6-8, 1st annual Timbermen Expo, Otsego County Fairgrounds, Gaylord, Mi.; www. timbermen.org Mid-America Lumbermens Association – Aug. 18-20, Summer Shindig fishing & golf, Osage Beach, Mo.; www.themla.com. LMC – Aug. 19, virtual LMC Express; www.lmc.net. Emery Jensen Distribution – Aug. 24-26, digital fall show, www. emeryjensendistribution.com. Orgill – Aug. 24-Sept. 4, e-Volution online buying event; orgill.com. Kentucky Forest Industries Association – Aug. 25-27, annual meeting, Brown Hotel, Louisville, Ky.; www.kfia.org. Midwest Building Suppliers Association – Aug. 27, White Pine Classic golf outing, Tullymore Golf Resort, Stanwood, Mi.; www. thembsa.org. Eastern Building Material Dealers Association – Sept. 2, Mindset Entrepreneur virtual sales seminar; www.nrla.org. Construction Suppliers Association – Sept. 9-11, annual conference & expo, The Lodge at Gulf State Park, Gulf Shores, Al.; www. gocsa.com. Do it Best – Sept. 13-18, virtual fall market, www.doitbestcorp.com.

LMC – Sept. 21-24, Leadership Summit, Atlanta, Ga.; www.lmc.net.

True Value – Oct. 1-4, Fall Reunion market, Pennsylvania Convention Center, Philadelphia, Pa.; www.truevaluecompany.com.

Ace Hardware Corp. – Oct. 19-22, fall convention, Orange County Convention Center, Orlando, Fl.; www.acehardware.com. Green Industry & Equipment Expo/Hardscape North America – Oct. 21-23, Kentucky Exposition Center, Louisville, Ky.; www. gie-expo.com. Sustainable Forestry Initiative – Oct. 22-23, SFI E-Summit; www. sfiprogram.org. House-Hasson Hardware Co. – Oct. 22-24, fall dealer market, Sevierville Events Center, Sevierville, Tn.; www.househasson.com. Building-Products.com

August 2020 n Building Products Digest n

FLASHBack 81 Years Ago This Month

ighty-one years ago this month, in August of 1939, BPD’s sister publication, The California Lumber Merchant, looked at the international lumber scene, as countries built up their supplies with a Second World War looming. (On Sept. 1, Hitler would invade Poland, prompting France and Britain to declare war on Germany.) But in August 1939... Europe Lumber buyers in Great Britain were snapping up all the southern yellow pine they could get from the Southern U.S. In 1938, other European countries supplied Britain with more than 3.6 billion bd. ft. of softwoods. In 1939, there was no chance of even procuring 2.5 billion ft. from fellow European nations. In Italy, the government had taken charge of all lumber imports into the country. It created five import companies (based in Genoa, Trieste, Venice, Naples and Catania) to control lumber imports as well as domestic prices. The Genoa company would handle all imports from North America. Each of the companies was financed at five million lire. All Italian lumber merchants were required invest in the new concerns in order to continue in business, The Swedish government subsidized a large lumber mill to produce nothing but prefabricated wooden houses, due to their rapidly growing popularity of prefabricated. More than 5,000 prefabricated homes were made and sold in Sweden in 1938. In recent months, the free city of Danzig had grown to become the largest lumber shipping port on the Baltic and the second largest in all of Europe. Danzig was considered to have the best facilities in Europe for

MINI WALL: The Insulite Co., Minneapolis, Mn., introduced “a new type of dealer help: The Miniature Wall Section.” The demo set consisted of a reduced-scale wall in cross-section, mounted on a base which was slotted to hold 4.5”x6” sections of drop-siding, wood sheathing, Bildrite Sheathing, Lok-Joint lath, and five different interior finish materials.

n Building Products Digest n August 2020

THE AUGUST 1939 cover promoted Duroid Electro Galvanized Insect Screen Cloth, manufactured by Pacific Wire Products Co. of Los Angeles.

handling and storing lumber, particularly red and white pine, fir, oak and beech. (Before the end of the year, the Nazis would overtake the area and abolish the city.) Russia Lumber production in Russia was on the decline, falling by more than 10% in 1938. As the country concentrated on building up its military, it didn’t have sufficient transportation facilities or labor to adequately serve its lumber operations. South/Central America The government of Argentina launched a program to assess just how much merchantable timber it held on government-owned lands, intent on better developing and conserving them. More than one-third of the entire area of Argentina was covered with forests, of which the state owned about 10%. Yet in 1937 the country still had to import $4.5 million worth of lumber and logs from the United States. According to American consular reports, the supply of mahogany from British Honduras was becoming decidedly scarce, forcing loggers to cut more and more smaller trees. The government started a replanting program on mahogany forests it owned, but it had no say over private timberlands. Asia The lumber industry of Japan was informed that in short order it would be placed on wartime restrictions. Measures under consideration by the government included control of prices, restriction of consumption, arranged felling of trees, and shipping control. Lumber prices in Japan were sitting 50 to 60% higher than a year earlier.

Building-Products.com

August 2020 n Building Products Digest n

BPD

Building Products Digest 151 Kalmus Dr. Ste. E200 Costa Mesa, CA 92626-5959

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