CEDAR SIDING, SHAKES & SHINGLES REDWOOD CALIFORNIA LUMBER TAX MARCH 2013
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THE VOICE OF THE WEST’S LBM DEALERS & DISTRIBUTORS – SINCE 1922
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Special Features
Volume 91 Number 9
Magazine
In Every Issue
8 FEATURE STORY
REDWOOD A NATURAL FOR “BUY AMERICAN” CAMPAIGNS
10 PRODUCT SPOTLIGHT
OPTING FOR WESTERN RED CEDAR
12 FIRST PERSON
DEFENDING CEDAR SHAKES, SHINGLES
14 MARGIN BUILDERS
FLEXIBLE MATERIAL HANDLING
18 FIRST PERSON
CALIFORNIA DEALERS BALK AT TAX
6 TOTALLY RANDOM 16 COMPETITIVE INTELLIGENCE 20 OLSEN ON SALES 22 GREEN RETAILING 30 MOVERS & SHAKERS 32 MANAGEMENT TIPS 34 KAHLE ON SALES 38 IN MEMORIAM
40 FAMILY BUSINESS 42 NEW PRODUCTS 46 ASSOCIATION UPDATE 48 CLASSIFIED MARKETPLACE 49 DATE BOOK 50 IDEA FILE 50 ADVERTISERS INDEX
Online BREAKING INDUSTRY NEWS, INDUSTRY PHOTO DOWNLOADS, & THE MERCHANT: DIGITAL VERSION BUILDING-PRODUCTS.COM
CHANGE OF ADDRESS Send address label from recent issue, new address, and 9-digit zip to address below. POSTMASTER Send address changes to The Merchant Magazine, 4500 Campus Dr., Ste. 480, Newport Beach, Ca. 92660-1872. The Merchant Magazine (ISSN 7399723) (USPS 796560) is published monthly at 4500 Campus Dr., Ste. 480, Newport Beach, Ca. 92660-1872 by Cutler Publishing, Inc. Periodicals Postage paid at Newport Beach, Ca., and additional post offices. It is an independently-owned publication for the retail, wholesale and distribution levels of the lumber and building products markets in 13 western states. Copyright®2013 by Cutler Publishing, Inc. Cover and entire contents are fully protected and must not be reproduced in any manner without written permission. All Rights Reserved. It reserves the right to accept or reject any editorial or advertising matter, and assumes no liability for materials furnished to it.
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Building-Products.com
TOTALLY Random By Alan Oakes
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MERCHANT
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www.building-products.com A publication of Cutler Publishing
4500 Campus Dr., Ste. 480, Newport Beach, CA 92660
Liar, Liar, pants on fire
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in threes, my hope is that my first three travel adventures of 2013 bring to an end my mishaps for the year. My first event cost $800 and 17 hours of travel time—after which I never arrived in Eureka, Ca., for the Humboldt HooHoo Club crab feed. Unlike Archimedes, the pilot could not find his way in the fog. A few days later, heading for the International Builders Show, I placed my shoes on the airport security belt and by the time they emerged from the scanner, one of my shoes had been cut in half. Eighty dollars in taxi fares later, I found the only store open in Vegas –Walmart—and a new shiny pair of $30 shoes. And, the following weekend, while I escaped Boston hours before the blizzard, I endured a great bout of seafood poisoning to kick off the NRLA show. Happy days! I had something happen to me the other day that made me think about how much lying we see in business. Sometimes people just cannot face you and tell you outright why they did not do something you were expecting. The trouble is so many of these lies are so transparent it creates a pattern of distrust that is difficult to overcome in future negotiations or contact. In a recent survey, 25% of executives admitted to lying at work and 39% confessed to exaggeration. Sometimes, it is not the actual lying itself but—a la’ Lance Armstrong—the cover-up that can be more difficult to forgive. Now, I think it true that we all fib a bit. Studies suggest we all bend the truth one to two times a day, mostly at work. Some of the lies at work are really a covering up to protect a mistake or something forgotten, but in most cases they create no real harm, unless there is a consistent pattern of incompetence. In some cases, it may be to give a positive yet unearned affirmation to try to motivate a colleague or employee. But what about those sick days when not really sick? The trouble is that human nature creates a snowball. Once you get away with one, then two fabrications, lying can become a habit and those around you must decide when to believe you— and at what point to pretty much discount everything you say. As an employee, while we may not actually think we are lying, a simple act of omission is no different. For example, if we see an employee stealing stationery, we are faced with a difficult dilemma: do we do nothing or do we blow the whistle and suffer all the negatives that accompany that decison? How about not announcing a pregnancy at work because of fear of what it might mean? I think most of us would understand the latter due to corporate behavior. I think the biggest lies I have observed in my career came when state-of-the-art practitioners of sucking up got away with it and were even promoted because of it. Inflation of truth, whether on your resume or telling your boss how great (s)he is when (s)he is not, is in fact a lie. Over the years, we have all heard of severe fraud within corporations, such as Enron. Even in this industry, The Merchant’s news columns have reported on bookkeepers who have been ripping off their employers for years. But more often it is that above- and below-the-line stretching of the truth we encounter in dealing with customers and suppliers. While most business actions are transparent, there are a number of occasions where negotiations may not be quite truthful if it means getting the order or not getting it. To be able to negotiate effectively, you need to be able to trust who you are negotiating with. I always try to establish this honesty by asking questions that I already know the answer to. If I come to the conclusion that I cannot trust them, I try to let them know in subtle and sometimes not-so-subtle ways that I know. But, just as at Enron, if you create a culture from the top down that says nothing stands in the way of business results and personal gain, that everything and anything is okay, and that cheating and lying, both internally and externally, are acceptable methods of conducting business, be careful. Just ask old Bernie Madoff! I look forward to being in the safety of my office for the next two weeks, but happy trails to you. S EVERYTHING COMES
Alan Oakes, Publisher ajoakes@aol.com
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Publisher Alan Oakes ajoakes@aol.com Publisher Emeritus David Cutler Director of Editorial & Production David Koenig dkoenig@building-products.com Editor Karen Debats kdebats@building-products.com Contributing Editors Dwight Curran James Olsen Jay Tompt Carla Waldemar Advertising Sales Manager Chuck Casey ccasey@building-products.com Administration Director/Secretary Marie Oakes mfpoakes@aol.com Circulation Manager Heather Kelly hkelly@building-products.com
How to Advertise
Chuck Casey Phone (949) 852-1990 Fax 949-852-0231 ccasey@building-products.com Alan Oakes www.building-products.com Phone (949) 852-1990 Fax 949-852-0231 ajoakes@aol.com CLASSIFIED David Koenig Phone (949) 852-1990 Fax 949-852-0231 dkoenig@building-products.com
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FEATURE Story By Charlie Jourdain, California Redwood Association
Redwood a natural for “Buy American” campaigns
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ONSUMER PRIDE IN American-made products has returned, with a lesson for manufacturers: quality, quality, quality. In an age where brand loyalty can shift with the perceived best price for the product, we have our work cut out for us to not only help consumers give themselves permission to invest in American-made products, but to applaud their faith in the quality of the products that cannot be grown anywhere else in the world. Today’s consumer is used to abundant selection when purchasing just about anything—even building products for their home improvement projects. Thanks to eye-opening reports, like the ABC News “Made in America” series from 2011, the trend is shifting to more awareness of the product’s origins and a preference for items original to America. For example, Walmart has a $50 billion “Buy American” campaign for things made and grown in the
HOMEGROWN California redwood decking can be the perfect centerpiece of “Buy American” sales efforts. (All photos courtesy CRA)
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U.S. that boost our economy and quality of life. One example of quality that’s uniquely American: redwood. This entire species, Sequoia sempervirens, is grown, harvested and manufactured along a strip of Northern California coast. Redwoods have grown here since before the first settlers set foot on this land. Thanks to the strictest forest management standards, our member companies proudly nurture and grow the most protected commercial timber species in the world. Moreover, they plant more trees than they harvest, ensuring there will be redwood trees both to enjoy and harvest for future generations. Indeed, the names of the member mills of the California Redwood Association read like a map of our beautiful state: Big Creek Lumber Co., Humboldt Redwood Co., The California Redwood Co., Mad River Lumber, Mendocino Forest Products, Schmidbauer Lumber Co. Each business, like their products, is proudly Californiagrown and connects its corporate identity with the state, county, local watercourse, or well-known local family. The people who grow redwood are not only proud of where it’s grown, but its quality and eco-friendliness. The hardiness and natural benefits of redwood make it an ideal material for outdoor living. Other manmade products market themselves as equal to the task, but is it really true, or just marketing? That’s the question we found ourselves asking as some composite/plastic decking alternatives came to market promoting their supposed environmental qualities. So we commissioned a Life Cycle Analysis study comparing redwood decking to composite decking. To read an executive summary of the LCA study, visit www.rootedintruth.org. The results clearly show that the energy needed to manufacture and transport composite decking has a huge environmental cost in terms of carbon footprint or global warming potential when compared to naturally grown and American-made redwood decking. When a customer asks what the differences are, what sort of return they will see on their investment of a new Building-Products.com
deck when choosing a naturally grown product over something manmade, I’d humbly argue that redwood has a huge edge on new, relativelyuntested products. Grown in one of the world’s healthiest forest systems, redwood is decay-resistant and easy to work with. A renewable resource, recyclable (unlike composite decking), redwood absorbs and traps carbon dioxide even after harvesting and milling. It’s also naturally resistant to warping and shrinking, meets strict California fire codes, and is easy to maintain and restore. Redwood enhances the natural beauty so many people love about their own surroundings. And the cherry on top: originally American. American-made redwood is also superior to natural wood that is shipped in from long distances. Though some consumers might feel the pull of exotic or imported hardwoods, redwood is the natural choice. Species such as ipé or other tropical hardwoods travel thousands of miles to be installed in an American backyard. Even species of cedar from
Canada or China, or radiata pine from New Zealand, take a backseat to redwood in quality and eco-friendliness. There is simply no excuse for someone not to buy redwood. The economic and environmental benefits make a beautiful product all the more attractive to anyone who embraces a “Buy American” mentality. – Charlie Jourdain is president of the California Redwood Association. Reach him at charlie@calredwood.org or (888) CAL-REDWOOD.
Building-Products.com
March 2013
The Merchant Magazine
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Product Spotlight Western Red Cedar
Western red cedar matches style and budget
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SIGNIFICANT MARKET reset over the past several years has redefined the way consumers live and spend, and created a need for distributors to shift the way they specify and supply materials. Today’s selective marketplace casts more scrutiny on building products than ever before. Materials have to stand up to demanding construction and environmental expectations, all while returning value from source to supplier to end user. Materials must meet the demand for inspired design that is durable and timeless. Building products have to
look good, be environmentally conscious, and deliver a return on investment. Identifying materials that deliver well-rounded value is where the distributor plays an important role. Once a nice-to-have, green is now a given. Materials that combine independently verified environmental qualities with unquestioned beauty, durability and functionality achieve the greatest return. For those reasons, western red cedar is a desirable choice, especially for siding and decking projects. Renewable and readily available, western red cedar infuses natural
WESTERN RED CEDAR adds value to a home or outdoor living area. All photos courtesy Western Red Cedar Lumber Association
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beauty, warmth and a uniquely real aesthetic appeal into projects large and small. Ideas, tips and how-to information can be found at wrcla.org. Rising consumer confidence among upper-income households has driven increased home-related spending and created a surge in home repair and remodeling. Remodel projects are still carrying the load in residential construction, even as the new construction housing market has shown some encouraging signs. An evolving family dynamic has put added pressure on homeowners to accommodate multi-generational households. As a result, motivated homeowners are turning to professional contractors and tackling projects themselves to transform need into reality. Spring is the most popular time of year for renovation. Room additions or enhancing decks and outdoor spaces are at the top of many to-do lists—but far from the only home improvement pursuits. Projects range from the practicality of adding indoor or outdoor living space to the beauty of enhancing curb appeal. Some blend the two to create a seamless transition from indoor to outdoor. Western red cedar adds value to a home, deck and outdoor living space. The wood’s deep hues, natural resistance to moisture, decay and insect damage, and straight grain and texture make it one of the most workable, rewarding and versatile woods. Its dimensional stability, the result of low density and shrinkage factors, allows the wood to lie flat, stay straight, and hold fastenings tightly. Building-Products.com
Hailed by both contractors and doit-yourself experts alike, wood’s ability to lend warmth to modern and monolithic designs and to the surrounding environment is unquestioned. The stylish texture and rusticcolored warmth of western red cedar
defines a mood and character, especially when building a stylish deck. Wood’s return on investment is also an important consideration. Woods like western red cedar typically recoup between 69% and 78% of their initial costs when a home is
resold, according to industry experts. Materials that combine timeless appeal, durability and a reputation for being easy to maintain are popular choices for a lasting impression. They deliver the value today’s consumer is looking for and look good doing it.
Cladding for Creative Tastes & Customized Needs A building’s exterior is its first and lasting impression on visitors and passersby. It also serves as a first line of defense against the elements. Done well and utilizing timeless materials, its cladding can create a classic look that stands out while adding value. Western red cedar is one such material. Its ageless sophistication and elegance perfectly infuse natural beauty, warmth and inspired design that complements any architectural style. Although modern science has given us many synthetic products that try to mimic the look of wood, solid woods like western red cedar still remain a favorite choice. With routine care, wood siding will outlast synthetic siding materials while radiating the real wood warmth and appearance. Many resources are available at wrcla.org to help generate ideas and inform the materials selection process for the professional and doit-yourself homeowner. But there are several key factors to consider when choosing cedar as a siding material.
Beauty. Above all, western red cedar has an enduring beauty that enhances the style of any building. Many cedar-sided houses built centuries ago still look beautiful today and have been prized because of their innate resistance to both moisture and insects. Wood siding is available in many options and finishes to fit the lifestyle of any building and effortlessly add warmth to both monolithic and modern structures. Durability . As is true with most materials, the most sustainable siding products are those that last the longest. Choosing a material that is both durable and suitable for your region’s climate will help reduce maintenance and repair costs, extend
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the life of a home, and keep old materials from filling up the local landfill. Western red cedar is a wood with great dimensional stability and natural decay resistance. Free of pitch and resin, it provides an excellent base for a wide range of finishes. Paired with vapor barriers and building paper, and installed on the outside face of the wall sheathing, cedar provides a tight, natural barrier that prevents outside moisture from getting into the wall cavity while allowing moisture vapor to escape.
Usability. To add to the ease of cedar siding installation, wood clapboards can also be stained rather than painted to minimize peeling. Western red cedar siding comes in many different patterns and grades—such as bevel, board and batten, channel, and tongue-andgroove—to match style and budget and accommodate creative tastes
and customized needs.
Sustainability. While some siding products are still being manufactured from trees harvested from old-growth forests, Western red cedar is the only Forest Stewardship Council-certified siding. Cedar is also made from a renewable resource, uses less energy to manufacture than more highly processed synthetic materials, and results in very little waste because various industries make use of all the scrap wood. Choosing a material that combines aesthetic appeal, versatility and durability delivers the greatest value, especially when care is taken for proper application. Installation and maintenance of western red cedar siding is easy and the finished product produces a great result. The wood’s durability warms up a building with a clean, rich look and ageless style.
March 2013
The Merchant Magazine
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FIRST Person By Randy Engh, B.C. Shake & Shingle Association
Shake and fake?
In defense of cedar shakes and shingles
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OU DON ’ T HAVE TO go very far these days to be exposed to manmade roofing materials, all claiming to emulate, replicate, duplicate and imitate real western red cedar shakes and shingles. Many imitators even use the long-standing trade names associated with real cedar shakes and shingles, such as split shakes and sawn shingles. Take, for example, the recent International Builders Show in Las Vegas. Literally dozens of shake and shingle producers clamored for attention with their sample roof and wall panels of fakes, attempting to copy real cedar while at the same time denigrating the very product they tried to copy. We even had one shake producer come to our cedar shake and shingle stand at the show asking for a special selection of cedar shakes they could use for their copy moulds!
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Advertising with negative messaging about real cedar shakes and shingles feeds off the principal of “If you say something enough times, sooner or later people will believe you.” When they believe your message, they will pass it on. By the time the third or fourth person hears and repeats the false message, presto, it becomes accepted as fact by the general population. Just consider the following false statements now thought of as accepted facts : “You can’t get old growth anymore and there are no forests left.” “Cedar shakes need constant maintenance and don’t last.” “Cedar shakes burn.” “Quality cedar is not available or is too expensive.” “Cedar shakes are too hard to install.”
March 2013
If you’ve bought into any of these statements, remember, they didn’t come from our industry! While it is said that imitation may be the sincerest form of flattery, the shake and shingle industry is not impressed with the ongoing negative smear campaign. We appreciate the opportunity to set the record straight and speak for ourselves about our own product. Cedar shake and shingles are, of course, made from old growth raw material. They are salvaged in ecologically responsible helicopter airlifts from downed trees left in the forest from multiple decades ago, as well as supplied from the world’s leaders in forestry stewardship in log form that big-lumber sawmills can’t utilize. Produced in factories with complete waste utilization and the lowest energy consumption of any roofing product, real old growth western red cedar shakes are truly the most ecological, green, renewable roofing choice. Cedar is classed in the scientific category of “most durable”—that’s why natural cedar shakes have been used and proven for three centuries of human habitation protection. Today’s added factory pressure preservative treatments increase cedar’s performance in damp climates where roof debris and moisture accumulate. The products even carry a 30-year transferable, 50-year non-transferable, non-pro-rated warranty to back it up. Pat Skwarok, Western Wood Preservers, Aldergrove, B.C., says that in over 30 years of treating real cedar for the industry, his company has never had a claim due to decay. Factory-applied pressure preservaBuilding-Products.com
tives greatly reduce the need for roof cleaning and maintenance. In fact, just like every other roofing product on the market today, cleaning of excess debris for appearance and fire protection is all that is required with factory preserved shakes and shingles. Fire protection for cedar shakes and shingles in areas that require Class C, B, and even Class A roofing has been available for decades and also carries a 30/50 year, code-performing warranty. Quality of shakes and shingles is never an issue when purchasing products with ICC-ES report numbers on the label. Each member mill of the B.C. Shake & Shingle Association adheres to grading and packing requirements of 288 lineal inches of on-grade shakes per bundle of 24-inch shakes and tapersawns, and 635 lineal inches of on-grade shingles per bundle of 18-inch perfections. Simply demand ICC-ES-accredited, BCSSA member mill production, for assurance of quality from mills that conform to grade. While the cost of all roofing products fluctuates, real cedar is very competitive with, if not less expensive than, many of the current manmade imitations. A quick price comparison will show that all the benefits of using real cedar, with its centuries of proven performance, are available at favorable price points. Installation methods of real cedar shakes and shingles have changed very little over the decades. BCSSA has produced a helpful installation instruction DVD in English and Spanish. It’s posted on our website
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REAL CEDAR roofing has distinct advantages over the manmade imitators. (All photos courtesy B.C. Shake & Shingle Association)
along with our “Authentic Choice,” “Care & Maintenance,” and “Facts & Myths about Real Cedar” video collection. There are regional and preference differences for cedar shakes and shingles. Shakes have the natural split face and appeal, tapersawn shakes the thick smooth profile, and shingles the flat refined appearance. It’s understandable that suppliers promote the products that are easiest to market. Just bear in mind that cedar shakes, with their two-ply and felt paper installation, have been proven since their inception; cedar tapersawn shakes are a beautiful choice for a shake-style, flat-laying roof, and shingles, with their three-ply system, are
refined and elegant. All three choices are perfectly adaptable and acceptable, depending on your customer’s interests. There has never been more information available that is so easy to access. Just check out our site at www.bcshakeshingle.com for all the facts, as well as our member mill list. So the next time you hear or see negative advertising or misinformation about real cedar shakes and shingles, just consider where it’s coming from. Real cedar may be often imitated, but simply cannot be duplicated. – Randy Engh is manager of the B.C. Shake & Shingle Association. Reach him at randyengh@shaw.ca.
March 2013
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MARGIN Builders Material Handling
Turning on a dime
Distributor profits from flexibility in material handling equipment I N SEATTLE, WA., HOMEOWNERS and business owners needing to re-roof their steep-pitch rooftops in neighborhoods with narrow, congested streets often run into a roofing supply delivery conundrum. Steep-pitch roofs don’t offer much room to store roofing supplies for a roofing project. And with few places to park a truck, delivery of roofing supplies in Seattle is tricky business. That’s why many Puget Sound con-
tractors have learned to rely on Stoneway Roofing Supply to get the supplies they need to their jobsites. By using trucks equipped with hay bale-type conveyors and knucklejointed cranes, Stoneway developed delivery techniques that precisely deliver roofing materials to the jobsites quickly, efficiently and safely. “Customer service is our number one priority and rooftop delivery excellence our passion,” said Lonnie
LEASING many of its trucks has provided Seattle-area roofing distributor with the flexibility it requires to serve local contractors. (All photos courtesy PacLease)
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Peterson, senior vice president for the western division of Stoneway’s parent, SRS Distribution. “Over the years, we have strived to develop the best-inclass rooftop delivery service and often make deliveries when others could not.” Peterson said choosing the right people and the right equipment makes a big difference and is a competitive advantage in the company’s expert ability to deliver roofing supplies such as asphalt shingles, cedar shakes, ventilation products, skylights and metal roofing systems. In addition to its flagship Seattle branch location, Stoneway operates four branches within a 100-mile radius of Seattle. The distributor was started in 1924. It was acquired in 2008 by SRS, one of the fastest growing building products distribution companies in the United States. Peterson is responsible for overseeing fleet operations for 23 locations in the West, which includes the five Stoneway branch locations in western Washington. Integral to its ability to be flexible and profitable was its decision, years ago, to lease its trucks. “By leasing our trucks, we can focus on what we do best and that is concentrating on providing timely and safe deliveries to our customers, while relying on our leasing provider to maintain the trucks,” Peterson said. “We have a specialized need and many leasing companies offer trucks that are generic in specs and not designed specifically for our application,” he continued. “Our operation needs trucks that are easy to maneuver, provide adequate power, and hold Building-Products.com
up well in the punishing urban environment of the Seattle area.” Since Stoneway sometimes purchases its leased trucks after the lease term is complete, the company also wanted trucks that perform well after the lease term is completed, without high maintenance costs. Peterson said before the company started leasing from PacLease, managers often juggled delivery schedules in order to accommodate maintenance issues that cropped up, with some success. But they knew that it would only be a matter of time before the maintenance and performance issues would eventually start costing the company business. “The one thing we can not afford is making late deliveries,” he said. “Contractors rely on us to deliver materials on a timely basis. If we’re late, then that means our customers can’t get their work completed on time. If it’s a big jobsite that receives many deliveries each day, a delay on our part can affect many other deliveries.” Besides the indirect cost to its reputation, there’s the direct cost of having a truck down due to maintenance issues. Peterson states that the revenue loss is significant if a truck is unexpectedly out of service. So Stoneway started exploring options. It had been having several of its trucks maintained byWestern Pacific Leasing, the local PacLease franchise. So in 2004, Stoneway began leasing used Kenworth trucks from Western. Peterson said PacLease worked with Western to come up with full-service leasing solutions that allowed Stoneway to order trucks with equipment and features that would work well for the conditions in which the company delivers. “Rather than offer us cookie-cutter trucks,” he said, “they leased quality trucks built based on what we said we needed. They got to know our business and really took care to provide us with the units that would serve us well into the future. Having premium trucks specified for our operation certainly makes our drivers happy as well.” SRS Distribution now leases four Class 8 models, including a Peterbilt Model 365, a Peterbilt Model 367, and two Kenworth T800s with 450-hp Cummins ISX and 455-hp PACCAR MX engines and manual transmissions for larger loads. The company also leases 14 smaller Class 7 straight Building-Products.com
VERSATILITY IN delivery is a necessity for distributor Stoneway Roofing Supply.
trucks from Western, including the Peterbilt Model 320 and the Peterbilt Model 348 for the Stoneway Roofing operation and its roofing supply distribution company in Oregon, Roofline Supply and Delivery. The smaller Class 7 straight trucks are equipped with 350-hp PACCAR PX-8 engines and automatic transmissions. The automatic transmissions make the smaller straight trucks easier to drive, Peterson said. Some of Stoneway’s straight trucks are equipped with side-mounted engine power take-offs to power 26-ft. Hiab knuckle boom cranes and customized Cleasby conveyors. Plus, the knuckle boom crane and conveyor trucks are equipped with PTO sensors, which monitors PTO use and keeps the engine from being overworked. These specs allow the trucks to deliver sup-
plies into jobsites that can be challenging in which to maneuver because of narrow, crowded streets and overhead wires that power King County Metro trolley buses. The trucks are also specified with enough power to get up and down Seattle’s hills and to navigate stop and go traffic in the Puget Sound area with full loads, he added. “Payload capacity is everything for us,” Peterson said. “The more our trucks can carry, the fewer trips they have to make.” Just as important, by leasing, SRS doesn’t have to commit financial resources that it might need for other business requirements. That is attractive for a company that has more than doubled in size through the economic downturn and recovery by acquiring companies like Stoneway.
March 2013
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COMPETITIVE Intelligence By Carla Waldemar
Indiana dealer hits refresh button
DEALERS’ staff was supportive of—and flexible during—Dye Lumber’s makeover into a full-service home center, including (l-r, front row) Lori Clark, Becky Myers, Kathy Polak; (back row) Dexter Knoll, inventory mgr. Matt Kiser, store mgr. Denny Tyler, and owner Art Dragoo.
T
HE VERDICT’S NOT
in yet. Debate is still raging among social scientists over the power of heredity vs. environment in forming one’s life. Why do we do what we do? Is it in the genes or in the training? Either way, Art Dragoo’s future was pre-determined from the get-go. His great-grandfather owned a lumberyard. The one that Art grew up in the Indiana countryside—Dye Home Lumber, a yard since 1880—was purchased by his grandfather in 1924, from an owner on the other side of Art’s family tree. Art, himself, put in plenty of face time with a broom and sawdust before heading out into the future to work in banking and sales. Bet you can guess what’s coming. In 1998, after 12 years in the big city
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(well, Fort Wayne), a longstanding general manager of the lumber operation retired, and the call of heredity (or was it, early environment?) proved too strong to resist. Art stepped back in. “It was a good fit; I like to work in a small business and was looking for an opportunity to take charge of one of my own,” he confesses. Not so small by then, however. In 1930 a second yard had been added in Royal Center, then a third in 1946 when his grandfather (who died in 1961) broke ground for the Monticello store, today headquarters of the three-yard operation, all about 20 to 30 minutes apart. Art wasn’t a man to march in place. In 2001, he relocated the Monticello operation to a new, 12-
March 2013
acre site across the road from a Super WalMart, swapping what he looks back on as a “poor location, stuck in a residential district that had grown up around it” to prime time on a U.S. highway. Smart move. But that was then, and this is ten years later. “Time to freshen up and look at our inventory and product mix,” he resolved, and with a little prod from his man at Do it Best, who stepped in to study the surrounding market and advise on product mix, the 10,000-sq. ft. store received a makeover worthy of a TV show. He added 5,000 new products, such as home-décor must-haves like vanity tops and kitchen countertops. He expanded the plumbing, electrical and paint lines. He launched a toolrental service, aimed at offering convenience to his roster of pros and save them a time-consuming drive. “Plus, there are two lakes nearby, and the owners of those summer homes come in here, too,” Art adds. Contractors have always been the mainstay of Dye’s accounts, but, especially in these wizened times, maybe eggs belong in other baskets, too—like, those on the arms of women. “I heard, ‘Women don’t like lumberyards’”—think, dark and dusty, a maze of crowded aisles with no roadmap—a frat house for the good ol’ boys who knew the secret handshake. So goodbye, lumberyard; hello, home center. Art changed—okay, dramatically redesigned—his storefront and, especially, its signage, so that now folks bombing along the highway can spot Building-Products.com
ONE-THIRD of the Monticello store’s floor space was converted to kitchen, bath and home decor displays to appeal to consumers.
cues that spur them to swerve into the parking lot. “We also moved the contractor sales counter from the front to the back of the store, so the entrance is less intimidating for retail shoppers,” staffed with friendly people ready to talk a lady through her project. Paint’s up front, now, too, paired with other home-improvement vignettes to motivate a re-do. “We re-lit the store so that it’s noticeably brighter. And we actually reduced shelving by 25%, creating room for displays and taller fixtures, laid out more efficiently. The staff is ready to spot someone needing help. We didn’t have to retrain them, but we did add two more people, one from another store plus a plumbing-supply guy.” But the question is, is it working? “Cash sales are now a larger percent (not larger gross, of course) than contractors’ accounts,” Art says. “We had a good holiday season. But since Christmas, with the additions in kitchen and bath and countertops, that business has just ignited! People are coming in, getting quotes. There’s not a lot of new construction in this recession, but homeBuilding-Products.com
owners are sprucing up, replacing a roof, adding a deck, creating a new look without destroying the budget.” Contractors are on hand, happy to inhale the work. And in turn, they appreciate the new tool rental service, the free delivery. (“A rarity!” Art notes, adding, “We found a lot of resistance to a $10 fee for delivering a handful of boards.”) Free estimates and design service, too. Hours have not been expanded, but then, they probably don’t need to be because Dye keeps the lights on until 4 p.m. on Saturdays. Dye’s 12 employees surprised their boss by cheerleading the project, just when he’d been clenching his teeth in anticipation of grumbles over the chaos. “They weren’t afraid of the inconvenience of the store being torn apart; in fact, they thought it was a lot of fun. They stepped up to the plate and appreciated that the remodel offered a lot more stability for all of us.” Even Mike, a gentlemen hired by Art’s grandfather back in the 1940s. He’d retired after 54 years, but, Art says, “I called him back to help with screen and glass repairs, and he’s here five days a week. He’s the first one to offer suggestions and new ideas.” Art’s two other stores are benefiting, too. They can send customers to Monticello’s showroom or to pick up items that are out of inventory. And Dye’s increased advertising and marketing campaigns benefit them, too. Art uses circulars, newspaper and radio ads to draw newcomers. He used direct mail to send out a 100-page catalog—“an expensive piece, but so good for us—lots of feedback from new customers, who come in saying, ‘I had no idea….,’” he testifies. A grand opening drew hordes of first-timers, too. “We got great response. We also did a promotion that gave away a $1,000 shopping spree, for which anyone in all three locations could register. Got a free newspaper article and a photographer out for that one, too. “We also sponsor events, like our contractor appreciation lunch in December. We offer training sessions, too, such as seminars on building-code changes or vendors’ demos of new products. Although a website is still in the making, Dye is already active on Facebook. “Those users are not my contractors,” Art has to laugh. But they’re the customers of the future— “a whole, new market, that’s for sure”—and the outreach is free. “We post employees’ photos and promotions, such as on April 1, “April Fool April Tool,” offering 20% off with the mention of the announcement (50% discount for anyone wearing a propeller beanie!). Another unconventional promo again cost nearly nothing. Art has stationed a giant, 12-ft. Adirondack chair in front of the building, right across the road from WalMart. “People stop to take their pictures in it” and then, of course, proceed to wander through the aisles. The moral of the story is pretty clear: When times are slow, use those moments to spruce up your offerings, refresh your image, and call on creative, rather than costly, new ways to spread the word. Then, you’re ready for take-off: 2013, here we come! Carla Waldemar cwaldemar@comcast.net March 2013
The Merchant Magazine
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FIRST Person By Ken Dunham, West Coast Lumber & Building Materials Association
Lumber assessment a bad deal for California dealers
W
ITH CALIFORNIA’S CONTROVERSIAL “lumber assessment” now
being assessed on most lumber products sold in the state under so-called
“emergency” regulations from the state’s tax collection agency, the State Board of Equalization (BOE), the next process for the state agency is to
One Dealer’s Take on the Lumber Tax By John Ganahl, Ganahl Lumber
What’s there to like about it? It cost us a lot of time and expense to program the Lumber Assessment Fee (LAF) billing and collection process and then when it kicked in on Jan. 1, our customers blamed us for their added cost. Other than that, everything was a piece of cake. At Ganahl Lumber, we do all our own programming, so when the LAF was passed at the end of the legislative session, we started as soon as we received some general guidance from the West Coast Lumber & Building Material Association to weave the LAF into our computer system. It took our very experienced programmer about 350 hours—nearly all of November and December— to modify and test approximately 90 programs that the LAF affected. We also had to coordinate the LAF with the outside vendor that supports our cash registers. Then key individuals in the purchasing department got to spend considerable time identifying and flagging the products in our 50,000 product SKU file that the LAF affected. Added to this were the considerable complications of handling the estimates and sales orders that were entered into our system before Jan. 1 but not actually picked up or shipped to our customer until after
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Jan. 1. And, of course, all of this was at the end of the year when there were only a few other matters that needed attention—not! After explaning the LAF to all our salespeople shortly before Jan. 1, we rolled it out. As expected, our customers were thrilled. We received comments, with assorted X-rated variations, such as: “Why are you guys charging me another tax?” “How come I never saw this in the voting booth since I’m the one paying for it?” “Why, I’m thrilled to help the state balance its budget.” (I added that one.) Our true LAF installation costs exceeded $20,000, made up primarily of skilled Ganahl employees’ time. We have 10 locations, so that equals a little over $2,000 per location. But if we only had one or two locations (or 20), the total cost would have been nearly the same. The biggest potential cost to Ganahl Lumber and to the State’s economy will be if this becomes yet another barrier to do business in California. We’ll see. – John Ganahl is chief financial officer of Ganahl Lumber, Anaheim, Ca. Reach him at johnganahl@ganahl.com.
March 2013
develop permanent rules, including a permanent retailer set-up reimbursement. The reimbursement language was contained in the legislation but the “emergency” rules passed by the BOE in October 2102 provided a token $250 per retail location. The BOE voted 3-2 on political party lines to approve the $250, with the two Republicans on the board voting against the low reimbursement. The West Coast Lumber & Building Material Association (WCLBMA) testified at the hearing that their research and survey data showed lumber retailers had an average set-up cost of more than $4,500 per location. The association also requested an ongoing $1,500 per year to cover the costs of new products being added or deleted from the list of lumber items. The BOE is expected to vote on a permanent reimbursement amount in May 2013. WCLBMA has re-submitted updated data and survey results showing the average cost is closer to $5,400 per retail location. The legislation providing for the 1% assessment on a wide range of lumber products was pushed by Democratic Governor Jerry Brown and agreed to by California timber producers who claimed they were at a competitive disadvantage to out-ofstate timber producers who have lower costs and fees paid to state agencies for timber management oversight and regulation in producing “timber harvest plans.” The controversial legislation also contained language that claimed to limit legal damages to timber companies and others for “wildfire liability,” a contention disagreed with by many, Building-Products.com
including the U.S. Attorney’s office in Sacramento The challenge for California lumber retailers is that this assessment is significantly more complicated than increasing a sales tax in that it is imposed on only certain lumber and building products and not on others. This means lumber retailers have to reconfigure their computer systems to add the assessment to only the covered wood products. An additional challenge is that the new law requires that this 1% assessment be shown separately on the invoice, not shown with state or local sales taxes. The manner in which the legislation was passed has been criticized by many involved in the process. In my view, as executive director of the West Coast Lumber & Building Material Association, representing independent lumber retailers, it was passed in the last hour of the 2012 legislature, using a so-called “emergency” rule that meant the bill could be rushed through with no public hearings and no chance of discussion. Closed door meetings and vote deals to get exactly the number needed to meet the two-thirds vote requirement were part of the final deal. Jon Coupal, president of the California-based Howard Jarvis Taxpayers Association, called the legislation “one of the sleaziest legislative deals I’ve ever seen, and I’ve seen a lot.” While I certainly agree that the timber industry is overregulated and there are valid issues that need resolution, simply giving the state more money from the general public and making the lumber retailers collect it is not the answer. This is a bad deal the timber producers made with the governor, to pass on regulation costs to the general public. Every Democratic member of the state assembly and senate voted for the bill, under pressure from Democratic
CALIFORNIA DEALERS have bristled over the new 1% lumber assessment fee, due to implementation costs, confusion over which products are subject to the fee, and a less-than-warm reaction by their customers.
Governor Jerry Brown. They were joined by three Republicans, all of whom were out of their current positions at the end of the legislative session because of term limits, and were joined by a Republican-turnedIndependent assembly member who had already lost an earlier 2012 primary election for San Diego mayor. The concept of an additional assessment on timber producers to cover the cost of regulation by the State of California has been discussed by state government for several years. Private landowners in California are subject to some of the most difficult, expensive and over-reaching environmental rules in the nation. Nearby states have far less restrictive land use laws, putting the California producers at a competitive disadvantage. In the past, the costs of the state regulation have been part of state agency budgets and fees imposed on the timber producers. – Ken Dunham is executive director of the West Coast Lumber & Building Material Association, Folsom, Ca. Reach him at (916) 235-7490 or kend@lumberassociation.org.
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The Merchant Magazine
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OLSEN On Sales By James Olsen
Rapport is king
T
to someone, anything—a car, a load of lumber, an idea—the buyer must trust and like us. As salespeople, we are asking for customers’ trust. We are asking for their money. Their job performance and their business’s performance are influenced by the strength of their relationship with us. Sales demands that we become experts at rapport building. On the phone or in person, we must have a smile on our face. I’m not talking about a Bozo-the-Clown type of smile. Use your natural smile. If you are a smile-once-a-year type of person, use that one. If you find it difficult to smile, buy a mirror and put it in front of you (phone sellers only). It is important that we act as if we are enjoying ourselves. Many sellers sound as if they are pushing a bag of rocks up a hill and can’t figure out why the customer doesn’t want to join (have rapport with) them. We can pick up a running chainsaw from one end or the other. The handle is better. The same with humans—use their name. Don’t overdo it, but do it. It’s simple, but it’s magic. Very powerful at introduction and closing. O SELL SOMETHING
Use the “throw-away” comment
Customers often say things that have nothing to do with the business at hand. This is a rapport opportunity. They may not know it, but they want us to follow up. Example: Grumpy customer: “You again. What do you want? I’m busy, tired—slept horribly last night. We got 10 trucks going out this morning and I can’t be messin’ with another salesperson. So, WHAT DO YOU WANT?” Us: “I’ve got some deals that are going to fit your inventory like a glove. Before we get to that, why didn’t you sleep well last night?” Grumpy: “My granddaughter, Isabel, went into the hospital last night with pneumonia. She’ll be okay, but… anyway, what about those deals? They’re probably not worth anything, but what are they?”
Mix and match
Our customers have a rhythm to their speech. We must match them. Volume, speed and tone—serious or light—all matter. When we are in sync with our customers, they will relax. If not, it is impossible to build rapport. They might buy our deal because it is the cheapest, but we are not building a business partnership with this customer. In competitive situations, we will always lose to our rapport-building opponent.
Interruptions kill rapport
Why do salespeople interrupt customers? They are nervous—usually afraid of the no. They think they know what the customer is going to say. If we know what the customer is going to say, even better, relax and make them feel listened to. (People won’t listen until they have “emptied their basket.” Sometimes they will even exhaust themselves to the point where they say something like, “Okay, I’m done. What have you got for me?”) Other hints on interrupting: • Leave a space at the end of the customer’s sentence. Many will restart if we give them a chance. • When the customer interrupts us, stop talking. If they are excited enough to interrupt us, let’s hear them out. • When the customer makes a noise, stop talking. Many people make noises (grumbles, harrumphs, mumbles, etc.) before they begin to speak. • If we interrupt an objection, it is still there, but now we cannot overcome it. The interrupted objection cannot be overcome.
Do not waste rapport—close
When our customers use our name, laugh or smile with us, directly or indirectly tell us something personal, ask questions, or interrupt us (strange but true), rapport is built. And, it is time to start closing. Rapport building and closing is the one-two power combo of the master seller. When customers feel trust, they want to do business with us. Once we have built rapport, ask them to and they will. James Olsen Reality Sales Training (503) 544-3572 james@realitysalestraining.com
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Building-Products.com
GREEN Retailing By Jay Tompt
Networking beyond the green builders
T
when being a green products dealer marked you as being special, idealistic, a pioneer. Whatever your size, you were likely a relatively huge fish in an infinitesimal pond. Today, green, if still a small fraction of GDP, is basically mainstream. It’s a multi-billion dollar industry and enjoys support from national, state and local government policy. Big-box retailers, national chains, multi-generational independents—all but the last-to-change laggards—are stocking at least some green products and are beginning to integrate “green thinking” into their organization’s DNA. So you stock a few green products? Who cares? So does everyone. What makes the difference these days are relationships. Dealers who are well networked in their local green building communities do best. They belong to their local green building association and know the local contractors, architects, remodelers, etc. For dealers not yet so well connected, it’s never too late to get started. Good relationships with the local green building pros are important, but there are other important networks for the well-intentioned dealer. For some major players, relationships with production builders and government procurement may be what’s driving green product sales. For independents, close relationships with their local communities can also confer competitive advantage. Call me idealistic, but I actually think the independent branch of the green home and shelter supply chain can play a leading role in making their local communities greener and more prosperous. Most importantly, dealers and distributors who understand the needs of their local communities—especially in an era of economic instability, rising energy prices, and extreme weather—can help make their local communities more resilient, too. How? By responding with products, materials, education, and support for projects that meet green building guidelines, yes. But also for other kinds of projects that lead to reduction in energy, water and other non-renewable resource use; anticipates, mitigates, and adapts to the effects of extreme weather; supports and strengthens local economic relationships, and contributes to a general increase in local well being. Dealers could be contributing to all of these positives for HERE WAS A DAY
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their local community, and make a fair profit, too. Again, you may ask, “How?” That’s for you and your local community to work out. Start building relationships with local community groups, perhaps even local government agencies, whose goals are also aligned with green building, renewable energy, sustainability, and community resilience. The answers will soon become clear. Many such local groups are affiliated with two national networks worthy of mention here. One is BALLE, the Business Alliance for Local Living Economies (www.livingeconomies.org). Their focus is on making local economies strong, sustainable, and resilient through the efforts of networked locally owned businesses working cooperatively to achieve common goals. The second is Transition US (www.transitionus.org), which seeks to mobilize communities to work collectively to promote green and natural building, energy retrofitting, clean energy, and food security, as well as local economic resilience. Wherever you find a Transition group, you’re likely to find loads of practical, “green-it-yourself” projects needing tools and supplies. These groups embrace green building, but in many respects represent the next phase of green thinking, locating green building within a new economics of de-globalization and re-localization. Recent “Made in the USA” campaigns in this industry are a step in that direction, too. And while connecting with green builders in your community will always be good, building relationships with community groups in related movements will set you apart. Jay Tompt Managing Partner Wm. Verde & Associates (415) 321-0848 info@williamverde.com www.williamverde.com Building-Products.com
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Lumberyard Unlikely for Mill Valley Site
DEALER Briefs Ace Hardware , Sammamish,
Wa., must vacate by August, after its landlord signed a new tenant. Last summer, Ace got a year-long lease extension to find a new home, but has had two new sites fall through.
River City Building Supply
relocated its W. Sacramento, Ca., store to Natomas, Ca., Feb. 11.
Cashway Lumber Co., Baker City, Or., is adding a custom furniture and home decor shop in its showroom. Operated by Chrisanne Hindman, wife of Cashway owner Richard Hindman, Emmy Kate’s will sell pieces crafted by local artisans. Island Home Center & Lumber , Vashon, Wa., applied for a license to sell beer, wine and liquor, following passage of a ballot measure privatizing the sale of spirits on the island.
Orchard Supply Hardware
will roll out its “neighborhood format” to another 10 locations in 2013, through remodels and new store openings.
Despite their hope to bring in a new lumberyard operator when they acquired the property last summer, Matt and Jan Mathews have had to devise new plans for the site of Mill Valley Lumber, Mill Valley, Ca. They said they called on lumber businesses throughout Northern California, but none were interested in moving in. Several said the singleacre property was too small. As well, a long-time tenant—Mill Valley Cabinet Shop—recently moved across town after the Mathews were forced to ask for higher rent, to
fund costly upgrading of the historic buildings. “These buildings have been workhorses for over 100 years, but right now they need some TLC,” Jan Mathews said. The couple still hopes to recruit a general mercantile store, specialty hardware business, or other commercial operator—something that allows them to maintain the historic property. “Our goal remains to preserve the buildings and keep it something that the community can interact with and enjoy,” she said.
Idaho Sawmill Closes Again
of investors and $4 million in federal stimulus money. He shut down in April 2011, faced foreclosure six months later, and filed Chapter 11 bankruptcy in January 2012. The mill reopened last July, but continued to struggle before officially closing in mid-February. “We didn’t have any logs coming in here for the last month and a half, so we kind of knew it was coming,” said plant manager John Steward. “I knew we were going to have a layoff, at least.”
Emerald Forest Products, Emmett, Id., has once again closed. “The mill has officially shut down,” said owner Richard Vinson, who believes it will reopen under new ownership. “We have two different interested parties coming in, and I’m confident one of them will make a deal.” Vinson started the mill in 2010, on part of a 22-acre site formerly occupied by Boise Cascade, with the help
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March 2013
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Treated EWP Arrives in West
Weyerhaeuser is now distributing its preservative-treated parallel strand lumber in the West. Decay- and insect-resistant, Parallam Plus PSL headers and beams are ideal for a range of exposed structural lumber applications in high-moisture conditions, including framing decks, retaining walls, carports, outdoor shelters, and pool enclosures. The engineered wood is treated to the core with Wolmanized preservative, eliminating the need for field treatment when the wood is cut or drilled. Like original Parallam PSL, the kiln-dried beams are consistently straight and strong, and come in long lengths for greater design flexibility. The headers and beams are available in eight sizes. Parallam Plus PSL is sourced from 100% SFI-certified North American forests and manufactured with a process that uses 97% of every log, and it is recognized under the National Green Building Standard. Previously, the product—manufactured in West Virginia—was available only east of the Mississippi.
Dealers to Help Injured Veterans
The National Lumber & Building Material Dealers Association has launched a “Dealers Helping Heroes” program to assist injured military veterans in renovating old homes or building new homes. As severly wounded veterans return to civilian life, they often need help creating a home that will accommodate
SUPPLIER Briefs Capital Lumber Co. kicked off its 65th year in business during its recent annual management meeting and awards dinner in Phoenix, Az. Kleer Lumber received National Green Building Certification from the NAHB Research Center for its cellular PVC trim products. Deceuninck North America received code compliance research reports for its Clubhouse decking, Clubhouse Elite railing, and Clubhouse Plus railing. J.M. Equipment , Manteca, Ca., won Nissan Forklift Corp.’s President’s Award as its top dealership in 2012.
their particular disability. The federal government provides just $7,000 for a remodel or $64,960 toward building a new home. “Servicemen and women suffering with severe injuries deserve homes that will accommodate their new way of life, and I call on lumber dealers to consider adopting a wounded warrior,” said NLBMDA chairman Chuck Bankston, Bankston Lumber, Barnesville, Ga. “Construction supply businesses can make an impact in the lives of military families, and we look forward to working with them.” When veterans are ready to transition home, their names are added to a master list held by Helping a Hero (helpingahero.org). Every other week, participating state and regional LBM associations receive a list of veterans and where they are transitioning to. The groups then identify a local dealer willing to “adopt” the veteran and furnish whatever assistance they can to help their building project.
U.S. Coalition Troubled by B.C. Fees
The U.S. Lumber Coalition has expressed concern about log export policy changes in British Columbia, which took effect on March 1. Of particular concern is an increase in the “fee in lieu of domestic manufacture” applied to many log exports, which would be increased to 20%. According to the coalition, tightening log export restrictions will allow coastal B.C. mills to pay even further below-market prices for logs. “In effect, B.C. has increased the implicit subsidy from log export restrictions for B.C. Coast lumber mills,” said Luke Brochu, chairman of the coalition and president of Pleasant River Lumber Co., Dover-Foxcroft, Me. “This gives B.C. Coast lumber mills a greater advantage in the U.S. market, at the expense of U.S. mills that pay full market price for their inputs.” Logs harvested from public or private lands in B.C. must be advertised to local mills before they can be exported. If a local mill offers to pay the prevailing domestic log price— which can be much lower than the export price—export is prohibited. Even when export is permitted, a “fee in lieu of domestic manufacture” is assessed on logs harvested from public and some private land. This fee can be much greater than the price B.C. charges to log on public land. The U.S. coalition contends the increase in the “fee in lieu” is inconsistent with the 2006 U.S.-Canada Softwood Lumber Agreement, in which the U.S. forfeited its right to invoke U.S. unfair trade laws on Canadian softwoods, in return for Canada imposing taxes and quotas on Canadian exports when lumber prices fall below certain levels.
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Evergreen, or Ever-Plastic: Which sounds more natural? E
all that nature has to offer is a pastime that spans generations—camping, hiking, good old fashioned playing. It is a precious resource that is appreciated without question. Your customers are understandably concerned about ensuring the natural beauty they’re surrounded by today will be there for their children and grandchildren. They often support environmental stewardship through their purchases. Those intentions, however well grounded, can sometimes be led astray. Using a practice called “greenwashing,” companies will make claims about their products to position them as environmentally friendly. Under closer scrutiny, though, those claims simply don’t hold up. Take, for example, composite decking. When it debuted on the market, it was hailed as the perfect solution: recycling products to create something enduring. Time will tell on the lasting qualities of composite/plastic decking, but compared to a natural product like redwood, how does it fare in its environmental friendliness? The California Redwood Association recently commissioned a Life Cycle Assessment to learn more. A Life Cycle Assessment (LCA) is a scientific technique commonly used to quantify the environmental footprint of producing and consuming products we use in our everyday life. This LCA quantified the environmental impacts of redwood decking production and use over a 25-year life span in what is known as a cradle to grave LCA. The results, compared to the environmental footprint of composite decking, are revealing. Air Pollution/Carbon Footprint: Carbon footprints are a quick way to measure the environmental impact of a product. The beauty of redwood trees is that they absorb more carbon than they produce, and continue to store that carbon once it is part of your home. 1,000 redwood trees store as much as 1,000 tons of carbon; 1,000 composite decks produce as NJOYING
much carbon as 1,000 cars. Recycling: We all know recycling is a common sustainability practice. Composite decking is made from recycled materials, in fact. But composite decking is not recycled. On the other hand, the lumber from a redwood deck is completely recyclable. Water Pollution: Water plays a role in how both redwood and composite decking is made. How water is used in each case is dramatically different. Redwood trees absorb water for growth through fog and rain; water is used minimally in the milling process. Composite decking, on the other hand, dumps pollutants into water during manufacturing. Energy: A true measure of a product’s sustainability is how much energy is required to create it. In some cases, energy consumption can rule out any perceived environmental benefit. Redwood uses solar energy to grow trees and other forms to harvest and mill lumber, whereas composite material needs ten times more energy than redwood to produce decking materials. Grown and harvested under the most stringent forestry regulations in the world, redwood is grown almost entirely on private commercial lands zoned specifically for timber production. That’s what makes redwood one of the most protected timber species in the world. The careful management of redwood stock, combined with its proven environmental benefits, underscore the simplicity and logic that the best practices for environmental stewardship come from Nature itself. The California Redwood Association is one of the oldest trade associations in the lumber industry. Since 1916, its primary mission has been to promote redwood products and educate builders and consumers on the advantages of using redwood. To read an executive summary of the LCA study, visit www.rootedintruth.org.
SST Buys TJ Shear Brace
Simpson Strong-Tie, Pleasanton, Ca., acquired the TJ Shear Brace line from Weyerhaeuser Co., Federal Way, Wa., to complement its Strong-Wall shear wall line. SST will now handle all shear brace sales, while Weyco continues to distribute the products in its 22 U.S. markets. SST and Weyerhaeuser have worked together for more than three decades, beginning with the collaboration on new products for the Trus Joist engineered wood products line. A Simpson Strong-Tie branded
shear wall will be launched later this year. Until that time, the product brand will remain TJ Shear Brace. SST sales and technical reps will be working closely with Weyerhaeuser to ensure a smooth transition for customers and will notify customers when the product conversion is complete.
Lumber Directories Released
Random Lengths has released the latest editions of two leading reference guides for the North American softwood forest products industry. The 2013 Big Book’s 832 pages contain 4,158 listings of U.S.,
Canadian, and offshore softwood companies and 16, 063 personnel—including addresses, phone and fax numbers, email addresses and websites, company profiles, and other valuable information. The 2012 Yearbook features 300plus pages of data and price histories for the past 11 years on nearly 300 key lumber and panel items. Also included are graphs tracking monthly price averages for the past five years, economic data such as housing starts and home mortgage rates for 2009-2012, a nine-year market chronology, and an international section with price histories, trade-weighted dollar information, and export volumes by species and destination.
ALSC OK’s SP Design Values
Effective June 1, the American Lumber Standard Committee Board of Review has approved the Southern Pine Inspection Bureau’s design value changes for all sizes and grades of visually graded southern pine dimension lumber. “Southern pine producers and their customers are pleased with the ALSC Board of Review’s decision on new design values,” said Cathy Kaake, v.p. of technical marketing for the Southern Forest Products Association, who testified at the ALSC hearing on Jan. 30. “A June 1 effective date provides time for an orderly transition to the new design values.” The intent of a transition period is to minimize project delays and supply chain disruptions by providing time to manage design value changes. Producers and key customer groups should use this period to evaluate and prepare for the potential impact on their businesses. “Throughout this transition period, SFPA will provide both the current design values as well as the ALSCapproved new design values,” Kaake added. Detailed Q&As, as well as span tables based on both current and the new design values, will be available at SFPA’s www.southernpine.com during the transition period. Following publication of SPIB’s Supplement 13 to the Standard Grading Rules for Southern Pine Lumber, 2002 Edition, the American Wood Council will work with the International Code Council to incorporate the new design values into span tables in the 2015 International Building Code and 2015 International Residential Code.
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MOVERS & Shakers Bob Beckstrom has retired after 45 years from Beckstrom & Sons, Menlo Park, Ca., and turned the business over to his son, Rob Beckstrom. Ray Barbee, ex-RISI, has joined The California Redwood Co., Eureka, Ca., as v.p. of sales & marketing. Clark Taylor, Champion Lumber, Riverside, Ca., is retiring after 28 years. Ed Winkler is now business mgr. for BlueLinx, San Diego, Ca. James Paul “J.P.� Slocum, ex-Ashby Lumber, has joined Fiberon, as product specialist for Northern California. He takes over for Greg Reed, who was promoted to regional mgr. for Montana. Vann Lanz is now regional sales mgr. for the Pacific Northwest, based in Seattle, Wa. Randy Johnson has been promoted to general mgr. at Polar Supply, Anchorage, Ak. Ed Moore, ex-Dry Creek Hardwoods, has been named v.p. of forestry for Southwest Forest Products, Flagstaff, Az.
Scott Church, ex-Exterior Wood, and Stan Woerner, ex-Western Plywood, have joined the sales staff at Redwood Empire, Morgan Hill, Ca. Michael Murray, ex-A.C. Houston Lumber, is now Southwest regional sales mgr. for MiTek division USP Structural Connectors, based in Las Vegas, Nv. Larry Petree has been promoted to sales mgr. at Mary’s River Lumber, Montesano, Wa. Joe Petree, exOrePac Distribution, has joined the sales force. Jolene Bungum is now a member of the national sales staff in Corvallis, Or. Mike Garrity, ex-Barr Lumber, is now in inside sales at Capital Lumber, Chino, Ca. Steve Tavernier has been named director of purchasing for Roseburg Forest Products, Dillard, Or. Dan Alar has been appointed director of purchasing at Bridgewell Resources, Tigard, Or. Dave Cornell, ex-Hampton Affiliates, is new to hardwood sales. Philip Ast, ex-Ast Trading Co., is now in import sales at Denver, Co.
Jeff Johnson, ex-Georgia-Pacific, has been named president of SierraPine Ltd., Roseville, Ca., replacing Jim Skinner, who retired after 13 years with the company. Daniel Skudstad is new to sales at Norman Distribution, Medford, Or. Matthew Jeffries has joined ProBuild, Portland, Or., as sales mgr. Matt Carlton has moved from millwork to dry dimension lumber sales at Sierra Pacific Industries, Redding, Ca. Henry Velazquez is now plant mgr. of Pacific Wood Preserving, Silver Springs, Nv. Jeff Groom, ex-Timber Products Co., has been named chief financial officer for South Coast Lumber Co., Brookings, Or. Jon Friesen, Parr Lumber, has relocated from West Linn, Or., to manage the NE Portland, Or., yard. Jeff Morris, ex-Freres Lumber, is now trading OSB and plywood at Buckeye Pacific, Portland, Or. Greg Vaudt is now with the Portland, Or., trading division of Amerhart, Green Bay, Wi. David Garcia is new to window sales at R&K Building Supply, Gilbert, Az.
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Eric J. Cremers has been promoted to president, chief operating officer, and a director of Potlatch Corp., Spokane, Wa. Hassan “Harry” El-Kara has been named general mgr. of Tropial Roofing Products, La Mirada, Ca. Richard F. Fleming, ex-USG, has been elected to the board of directors at Boise Cascade, Boise, Id. Adam Clodfelter, ex-Precision Estimating, is a new EWP designer in Vancouver, Wa. Darryl Hopkins has been appointed manufacturing supervisor at Milgard Windows & Doors, Simi Valley, Ca. Rick LaChance, ex-Zytech Building Systems, has joined Production Framing, Sacramento, Ca., as estimating/purchasing mgr. Rhea Stumm has been named mgr. of Habitat for Humanity’s ReStore discount LBM outlet in San Bernardino, Ca. Kevin Ardt is new to Lynden Door, Lynden, Wa., as v.p.-business administration. Don Demens was promoted to chief executive officer of Western Forest Products, Vancouver, B.C., succeeding Dominic Gammiero, who remains chairman of the board. Steve Barber, ex-WoodEx Industries, is a new panel buyer for Taiga Building Products, Burnaby, B.C. Ted Seraphim has been promoted to c.e.o. for West Fraser Timber, Vancouver, B.C., succeeding Hank Ketcham, who is now executive chairman. Todd Harkness has been promoted to president of the LBM and hardlines division of ECi Software Solutions, Fort Worth, Tx., replacing Scott Stanford, who left after 21 years to pursue other interests. Andrew de Vries has joined the Sustainable Forestry Initiative, Washington, D.C., as v.p.-conservation, indigenous & government relations, overseeing the SFI conservation program in Canada and marketing the standard to Native Americans, First Nations, and Metis groups. Jon Case, mgr., Parr Lumber, Burns, Or., was honored as Boss of the Year by the local Chamber of Commerce. Rex Easley is the new transportation safety director at Mungus-Fungus Forest Products, Climax, Nv., according to co-owners Hugh Mungus and Freddy Fungus. Building-Products.com
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MANAGEMENT Tips By Dennis Connelly
Lessons from the tradeshow floor
Are you just riding on visibility?
W
THE tradeshow floor at the recent International Builders Show in Las Vegas, I was excited and stunned. While much of the business world thinks of 2008 as the year that started the big economic downturn, many of us know it started in January 2006, because that’s when we started feeling the effects. But the story’s been changing, and this year brought new excitement to the show. Companies are leaner now—whether it’s operations, administration or sales—but they’re finally growing. And what stunned me about this new growth is that there’s still much anxiety just beneath the veneer of excitement (excuse the pun.) Just past “Everything’s great” and “We’ve got it all figured out now,” not to mention “We’re doing better than last year,” there’s a growing concern and shift in the way that c.e.o.’s are thinking about 2013. I heard these two questions most often: (1) Is our company capable of adding enough new growth to meet corporate objectives? and (2) Can our current sales staff grow and keep pace with the changing market demands? I spoke with a company founder who was genuinely concerned that while his business was growing, so was the market in his space. He had a sinking feeling that he wouldn’t be able to take business from the competition without lowering price. Yes, all boats are being lifted by the new tide, but, he admitted, it’s ultimately not a success formula. In my last article (“Recruiting in the New Sales Environment,” Jan., p. 22), I talked about the shifting sands under ALKING
salespeople and the new, standard skill sets which must come with every hire, including the ability to stand apart from the crowd. With those observations, combined with many executives’ concerns in the building materials industry about growth and people, I spent the second day at the Builders Show talking to the sales staff and management. There were five questions worth sharing with those who will make a living in 2013 selling building materials: How do we know whether sales force improvement is fantasy or reality? Yes, sales are up. But are sales increasing due to organic growth caused by better selling skills, stronger prospecting, perfect positioning statements, insightful problem-solving, needs analysis, thorough qualifying, well-timed proposals, and excellent closing skills? If you aren’t sure, you may be going along for the ride or even being taken for a ride. How do we take business from the competition without lowering price? This is the true test of our ability to stand apart from the competition. To have the customer pay more attention to us than anyone else requires the ability to have a conversation that is more than just “What do you need?” and “How much is your budget?” To gain the full attention of your customer, above all competition, you must have a business discussion where you can drill down to find a hidden or indirect problem which your product will solve. For example, you could think about the price of your decking vs. the lower price of the competitor’s decking. We’re probably good at calculating the cost of their decking problems and tacking it onto their price. But who’s the person dealing with those problems at your customer’s company? What is that person’s regular job? And what is he or she not doing when distracted by and/or dealing with those problems? And, how important is the job that they’re supposed to be doing? And what is that costing you? Now you’re onto a different discussion, which will help you stand out from the crowd. And now your higher price is less important. How can we fend off the competition’s full court press on our existing accounts without meeting their price?
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This is an account management problem. Having long-standing accounts can lead to complacency. If you’re like most LBM salespeople, you have hundreds of potential customers in your territory, but maybe 10 of them account for most of your sales. Ever seen a basketball team up by 30 points and still lose the game? The Celtics lost to the Knicks that way in a 1986 game. You could see the Celtics’ meltdown and if you’re a fan, it put a pit in your stomach. They stopped having fun. They stopped taking chances. They stopped playing to win and starting playing not to lose. Don’t do that with your customers. Once each quarter, act like you’re competing for their business all over again. Can our salespeople leverage relationships with existing customers to sell the entire product line? The answer is that some can, but most cannot. The follow-up questions are: (a) Can those who cannot do that, learn to do it? (b) Are there hidden issues causing them to get in their own way? (c) Is the little voice in their head telling them that their customer needs to diversify, that we can’t be all things to all people, that we’re good at some things and not others, or is there another excuse you’re hearing? If the products you’re carrying are right for the market, then selling skills are standing in the way of growing sales within your customer base. What are we getting out of this show? That’s a great question. Some are gleaning much from it; others see little result. The difference was in the staff’s mindset and understanding as to why they were there. If the purpose was merely to be visible and support for the industry, then there was commonly disappointment with the show. When people with whom I spoke were actively looking for new qualified opportunities, they had a different experience. Without an active, thoughtful show strategy, the default of using it as “visibility” results in just the opposite effect. Call it the Denial = Visibility model. The denial comes from the preconceived notion that you cannot really sell at the Show. But you could have, and that’s a topic for another article. – Dennis Connelly is a building materials veteran and sales development consultant with Kurlan & Associates. Reach him at dconnelly@kurlanassociates.com. Building-Products.com
Call It The Fun Side of Cedar. Who says siding has to be all about straight lines and uniform color? Specialty profiles of Western Red Cedar siding such as Haida Skirl add personality and individuality to your home. And that’s something no cement or plastic siding can do. Western Red Cedar gives you natural durability, long lasting street appeal and surprisingly little maintenance. Which leaves more time for the fun things in life. Make the right choice for your business, your customers and your environment. Western Red Cedar offers dependable performance, unmatched beauty and superior environmental credentials to composite decking and other man-made products. The choice of discerning builders and consumers alike, Western Red Cedar adds warmth, character and value to projects and significant returns to your business.
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KAHLE On Sales By Dave Kahle
How to fix what ain’t broke Q
: I HAVE MANY customers who refuse to even consider some of my products because the one they have now is working fine and they don’t want to change something that is working well for them. They feel they are opening themselves to potential dangers, problems and nightmares by fixing something that isn’t broken. Any suggestion for how to deal with the “If it ain’t broke, don’t fix it” attitude?
A: This is one that frustrates every salesperson. Let’s start by putting yourself in the customer’s shoes. You’ve shown him your product and it’s noticeably better/cheaper than what they are currently using. Or, they won’t even take the time to look at your latest and greatest solution. Regardless of where you are at in the sales process, the problem is that you have something better, and they won’t budge from using an inferior solution.
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Why not? Let’s analyze the situation. As is almost always the case, the solution becomes really obvious when we have done a good job of analyzing the problem. So, let’s consider the reasons why the customer won’t budge. Here are the big three:
1 . The perceived benefit from switching the product is not worth the time and effort the customer must invest in the change process. Okay, so your LAGS (latest and greatest solution) will save him 5%. But, he must work off his old inventory, notify the current supplier, switch all the numbers in his purchasing and inventory systems, perhaps rewrite protocols, maybe train staff in the new thing, communicate the change so that everyone internally knows about it, etc. See the problem? It takes time, effort and money to change a product. And most of your customers, if they are like most of the business world these days, have too much to do and not enough time in which to do it. They don’t need another project. So, while your LAGS is an improvement, the improvement just isn’t worth the time and effort.
3. The risk isn’t worth it.
Every decision to buy carries with it a perception of risk. Risk is defined by the perceived cost to the individual customer if he/she makes a mistake. Think of it this way: What happens to the individual decision maker if he decides to switch to your product and it doesn’t work out the way you portray it? Maybe the product doesn’t work quite as smoothly as it seems, or your ability to deliver isn’t what you promised. What grief does that cause
the customer? What emotional turmoil, job stress, and personal pain does it cause? Now, I know that you’re saying none of that will happen because you really do have a great product, and you really are a wonderful company, and you won’t let anything bad happen. You may believe that, but your customer doesn’t. If the customer perceives great risk in the decision, the status quo is (Continued on next page)
2. The potential change infringes on a well-established relationship. It may be that the current product is being purchased as part of a committed relationship with the competition. And it may be that the competitor performs other services for this customer that would be jeopardized if the customer didn’t buy this product from them. For example, the competitor may invite this customer to an annual outing to his condo on the beach in Florida. If the customer switches this item, he may believe that it will jeopardize that. Or, the competitor inventories the product for them, provides special dating, packages it specially, etc. The issue here is that switching the product harms an existing relationship, and the relationship is more important to the customer than the savings or benefit of your product. This relationship issue can also extend to the individual. In other words, the customer has a long-standing excellent relationship with the competing salesperson. And the customer doesn’t want to do anything that might be seen as jeopardizing that relationship. In either case, the relationship trumps the benefits of your product. Building-Products.com
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Fix What Ain’t Broke (Continued from previous page)
always the safer, preferred choice. It’s always safer to maintain the nonpainful status quo than it is to take a major risk. Okay, you have analyzed the reasons why this particular customer isn’t rushing to order your LAGS. Now what? Your solution is based on your analysis of the reason why they don’t buy. If the reason is the customer views the benefit of changing as not worth the effort, then you must either reduce the effort, or increase the perceived benefit. Offer to do as much of the work of changing as you can. Provide all the information in an easy to use format so that it is easy to put into the computer. Offer to write the memo announcing the change, to train all the employees in the details of the new thing, etc. Make it less costly in terms of time and effort. Or, make the benefit appear bigger and more attractive. Do some financial justification. Show the impact on processes and the customer’s customer. Make your product even more compelling.
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If the reason they don’t buy is number two, your best hope is to convince the customer that the change won’t jeopardize the existing relationship. Minimize the impact on the competitor. And, again, maximize the benefit of your product. This is the most difficult situation to deal with, because the reason they aren’t buying is something about which you can’t do much—a relationship with a competitor. You may be reduced to the fall-back position of last resort—proactively wait for something to change in your customer’s relationship with the competition. If the reason they don’t buy is risk, your strategy is to reduce the perception of risk. Remember, risk is perception, not necessarily reality. The problem is that the customer perceives there to be risk to him in the decision to buy. So, reduce the customer’s perception of risk by using a combination of risk-reducing tactics. Make the product seem more real by having him see it in operation in a different customer’s environment. Back it up with written guarantees and warranties. Make it seem like a lot of people have successfully used the product by having pictures of other customers using
March 2013
it. Acquire letters of recommendation and testimonials from other customers. Anything you can do to have someone else, beside yourself, say good things about the product is a worthwhile effort. Bring the customer into your facility, and let him meet the people who make things happen for you. All of these things reduce the risk to the customer. One final thought: Understand that our customers are far more motivated to take action by the avoidance of pain than they are the acquisition of some benefit. We are so used to talking about the benefit of our product to the customer, and that often falls on deaf ears. Far more powerful is the perception that our solution makes some intense pain go away. If you can identify some significant pain that the customer is experiencing, and show how your LAGS makes the pain go away, you will have provided the customer significant motivation to shove all three of the above reasons down the list. – Dave Kahle is a distribution industryfocused consultant, trainer and author of nine books, including How to Sell Anything to Anyone Anytime. Reach him at (616) 451-9377 or www.davekahle.com.
Building-Products.com
New Owner for PanelTech Mill
PanelTech Industries, Hoquiam, Wa., which filed for bankruptcy protection a year ago, has been sold to Little Green LLC, Hoquiam. “We certainly didn’t want the jobs to leave,” said new co-owner Gale Dahlstrom, who co-owns other wood products firms in the area. “Basically, we got into it because it looked like an outside firm was interested in purchasing it and perhaps moving it.” According to Dahlstrom, the company got its start as Harbor Plywood—which developed a new type of Douglas fir plywood made with waterproof hot-pressed resin in 1934. “We’re still running that same plant today,” he said. PanelTech, which began in 1996, made solid-surface phenolic resin paper composite products under the Paperstone, Rainstone, and Stonekast brands for kitchen and bath surfaces and other architectural applications. The new owners also negotiated with the Port of Grays Harbor to extend the current PanelTech lease. Dahlstrom said he intends to keep all current employees, including management.
Power Tools Sales Perk Up
Global power tool demand is forecast to increase 4.6% annually through 2016 to $28.1 billion, bolstered by the rebound in U.S. home construction, according to a new Freedonia Group study. China has become increasingly important over the last decade, as both the dominant producer and a big user of power tools. From 2001 to 2011, production in the country more than doubled, while demand quadrupled. India will increase at the fastest rate of any country, growing more than 10% per year through 2016. Cordless electric tools will enjoy the most robust growth, rising 8.3% annually to 2016. Cordless tools will continue to replace plug-in models, as technological improvements have shortened the power advantage that corded tools once held. In the aggregate, electric power tools account for the majority of all power tool demand, as they are used extensively by both professionals and consumers in most applications. Professional demand, which accounted for 70% of worldwide power tool sales in 2011, will outpace consumer demand through 2016. Building-Products.com
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IN Memoriam Michael Harold “Mike� Logsdon, 63, president of Fontana Wholesale Lumber and Fontana Wood Preserving, Fontana, Ca., and Cal Coast Wholesale Lumber and Coast Wood Preserving, Ukiah, Ca., died Jan. 27. In the early 1970s, he joined his father’s wood preserving businesses, Coast and Valley Wood Preserving, Turlock, Ca. An engineer, he designed and built the Fontana treating plant in the late 1970s. Richard Francis “Dick� Kennedy, 94, former owner of Kennedy & Sons Lumber, Fresno, Ca., died Feb. 6 after a brief illness. Before and after serving in the U.S. Army Air Corps during World War II, he worked in the Fresno area lumber industry. Later, he joined his father’s wholesale lumber brokerage, taking the business over with his brother, Wally, when his father died in the early 1950s. They retired in 1980. John M. “Jack� Lawrentz, 76, retired owner of Westwood Lumber, Moraga, Ca., died Jan. 29 in Walnut Creek, Ca.
After graduating from Valparaiso University, he became a lumber broker in 1961. He owned Westwood from 1992 until retiring in 2007. Frank N. Blagen Jr., 93, longtime West Coast lumberman, died Feb. 11. Growing up working at his father’s Blagen Mills in Calpine and then White Pines, Ca., he spent decades building, owning and managing lumber mills in Northern California and Oregon. In 1981, he co-founded Redwood Coast Trucking, Arcata, Ca. Ronald D. “Ron� Morton, 85, former owner of St. Vrain Lumber Co., Lyons, Co., died Feb. 21. A U.S. Navy veteran of World War II, he operated St. Vrain until selling it in 1976. John Waithman Lowe, 86, former vice president of Pickering Lumber Co., Standard, Ca., died Jan. 21 in Bozeman, Mt. He attended the University of California-Berkeley while working summers in forestry and logging. After 10 years with American Forest Products Corp., he joined California Pacific Sales Corp., San Francisco, Ca., as
executive v.p. in 1961. He worked as v.p. at Pickering from 1965 to 1974, then ran a mill in Burney, Ca. In the late 1970s, he acquired the CORAD powder coating plant in Hayward, Ca., which he operated until 2010. He was a director of the Western Wooden Box Association, Cal-Pine Container Corp., and Keep California Green Inc. Wendell Boyd Davis, 91, longtime California and Oregon lumberman, died Feb. 9 in Auburn, Ca. He retired in 1981 as general manager of American Forest Products Co., Foresthill, Ca. Harry E. Bogue, 100, retired manager of Pacific Beach Lumber, Pacific Beach, Ca., died Jan. 21. He managed the yard for 40 years. Howard Harvey Hatton, 88, Pacific Northwest milling veteran, died Jan. 27 in Roseburg, Or. After serving in the U.S. Navy during World War II, he worked as a millwright, manager and engineer for Roseburg Lumber, Georgia-Pacific, and Gregory Forest Products.
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FAMILY Business By Jane Hilburt-Davis
Managing stress in a family business
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just informed you that your shipment is going to be two weeks late. You’ve just had a call from your son, who’s going to take the day off for the fifth time this month. You’ve just found out that the computer system in the office has broken down again. Are you stressed yet? What do you do? How do you react? Do you know that how you respond to these circumstances could either shorten or lengthen your life? Do you know that you have a choice about how you react? Do you know what to do for stress management? OUR SUPPLIER
What is Stress?
In technical terms, stress is the body’s reaction to a real or perceived threat. The stressors are events that cause our bodies to release a flood of adrenaline, cortisol, and other stress hormones that produce powerful changes. Our heart rate and breathing rate go up, our muscles tense, and our stomachs produce more acid. We are ready for fight or flight, a vestige of our lives thousands of years ago. But, in today’s world, stress can lead to physical, mental, emotional, and behavioral problems. For over 50 years, researchers have been studying the relationship between stress and disease. They have found that stress can lower our antibody production, which makes us more susceptible to diseases. It can deplete us of vitamins, increase bone loss, and, over time, increase our risk of accidents. Some researchers believe that stress stimulates many of the condi-
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tions that cause early aging. If we get into the habit of overreacting, we will subtract years from our lives. It should be added here, though, that not all stress is bad. In fact, our productivity actually improves with an increase in stress, until the stress becomes too great and our performance falls off. Our lives would be boring without any stress. It is a normal part of life and only dangerous when it becomes too much for us, or we allow it to turn our reactions into damaging overreactions.
Stress in the Workplace
Research has found that 60% to 90% of medical office visits are for Building-Products.com
stress-related symptoms. An estimated 1 million workers are absent on an average workday because of stressrelated complaints. Job stress is estimated to cost U.S. industry $300 billion annually, in the form of absenteeism, diminished productivity, employee turnover, and direct medical, legal and insurance fees. Workplace violence and industrial accidents are increasing, and are also thought to be due to increasing stress. Most of my clients are busy entrepreneurs. They have worked long hours and have little time for themselves. They are often referred to as Type-A personalities and have been blamed for causing their own stress, by pushing themselves to achieve. Being a Type A is not in and of itself harmful. In fact, these usually successful people often get more stressed when they try to relax or slow down. They need to find outlets for their energy; a vacation sitting on the beach will probably not work. They also need to identify what stresses them and avoid those situations, if possible, or practice better ways to handle the stress. Some of us are better than others at handling the stressors in our lives. There are many ways to accomplish this: • Get control of your responses. • Make and keep friends. • Live within your means. • Keep your mind alive and active. Finally, dealing with stress means dealing directly with emotional upsets and conflicts, which is a critical challenge for families who work together. Stress is very individualized; what may be stressful for one family or business, may be brushed off as “no big deal” by another. The trick is to identify what you can and what you can’t change.
Stress Management: Where Do You Start?
While you may not be able to control all of the complications in your life, you can change your responses. The most important step is to take control. “Stress hardy” individuals and families have that ability. The best way is to learn to replace the stress response with a relaxation response, which can be elicited by regular meditation. Research suggests that regular mediation, for 10 to 20 minutes a day, can reverse the ill effects of stress. Meditation basically Building-Products.com
consists of calming the mind by focusing on something simple, like breathing, contemplation, prayer, or visualization. A recent study found that individuals who took an eight-week meditation course showed increased activity in the left frontal cortex of the brain. In contrast, members of the control group, who did not meditate, did not. The left-frontal cortex is under-active in people who are stressed, overanxious, or depressed, but more active in people who are usually calm and happy. People with more active left frontal cortexes produce less of the stress hormone cortisol, recover faster from negative events, and have higher levels of certain immune cells. There is also evidence that those who can calm themselves are less likely to suffer deleterious effects from real trauma and are, in fact, less likely to suffer PTSD (post traumatic stress disorder). Since stress is “contagious,” positive changes in your mood and self-awareness can work wonders for your business and family. – Jane Hilburt-Davis is president of Key Resources, LLC, Boston, Ma., a family business consulting firm. She has trained, mentored, and coached hundreds of family business advisors and is co-author of Consulting to Family Businesses. Reach her at (617) 577-0044 or at j.hilburtdavis@comcast.com. Reprinted with permission of Key Resources LLC. No portion of this article may be reproduced without its permission.
Send us your news! Have your recent expansion, personnel promotions, new product introductions, or other company changes published in the next issue of The Merchant Magazine. Just Fax your news to 949-8520231 or email to kdebats@buildingproducts.com. (a free service)
March 2013
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NEW Products
Patio Doors with Style
French-style vinyl patio doors from Skyreach L&S Extrusions combine beauty and engineering. The Boulevard series comes 6’8” high, in 5’, 6’, and 8’ widths. A variety of multi-style combinations, custom sizes, and custom finishes are also available.
SKYREACH.COM (866) 903-8800
Water Diversion for Decking
CertainTeed’s new water-diversion system creates dry areas under decks for entertaining or storage. UnderShield features 6’x16” vinyl panels with that can be installed to deck joists with stainless steel hardware. A concealed clip and grid system diverts water to the edge of the deck. Panels come in two styles—chamfer or beaded— and three colors: colonial white, sterling gray, and savannah wicker.
CERTAINTEED.COM (800) 233-8990
Versatile PVC Trim
Easy-Care Gutters
The Boston Gutter System from Intex Millwork offers the appearance of wood, but not the maintenance. The extruded PVC gutters come in 10- and 20-ft. lengths, with a bracket system to hang and float. Splice kits for inside and outside corners, end caps, and copper downspouts are also available.
Versatex WP4 is a PVC alternative to conventional pine trim. Sold in 18’ lengths, it’s ideal for wainscoting, soffits, porch ceilings, and a score of other interior and exterior applications. The product features an authentic V-groove center match, with a 3/4”x5-7/16” profile. Installation requires ordinary carpentry skills, tools and fasteners.
INTEXMILLWORK.COM
VERSATEX.COM (724) 857-1111
(866) 293-4100
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Building-Products.com
Perennial T&G Porches
Corner with a View
The Ultra series corner-window unit from Kolbe offers unobstructed views without unwanted solar heat. Inside, the windows are trimmed with a choice of wood species, including FSC-certified. The outside is framed with clear-anodized aluminum. Each side spans more than 10’x10’, with integrated awnings that open with motorized operators.
Perennial Wood tongue-and-groove porch flooring uses TruLast technology that decreases shrinking, selling, cupping, and warping. Three uncoated profiles are offered: 3/4”x3-1/8” and 7/8”x3-1/3” finished face in 8’, 10’, and 12’ lengths, and 7/8”x4-7/8” finished face in 8’ and 10’ lengths. Produced from southern pine, the product is grown and processed in the U.S.
KOLBE-KOLBE.COM
PERENNIALWOOD.COM
(715) 842-5666
(800) 530-7495
Building-Products.com
March 2013
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Thermo-Ash Decking
Thermally modified hardwood decking from Thermory USA uses no chemicals, glues or rainforest materials. Sizes are 1x6 and 5/4x6. Its hidden-clip system requires no drilling and ensures perfect spacing, using stainless steel hardware and machined side grooves. The wood ages naturally to silver/gray, or a UV deck oil can be used to maintain its rich brown tones. The wood is distributed in the West by Mount Storm Forest Products, Windsor, Ca.
THERMORYUSA.COM
The Merchant Magazine
Devine Color Floor has launched a new line of luxury vinyl flooring with a patented adhesiveimpregnated fabric backing said to create a bond that is both permanent and easily removable. Ideal for residential and commercial applications, the Devine Contact Collection is 3mm thick with a 0.55mm wear layer. It comes in 10 plank and nine stone tile colors.
DEVINECOLORFLOOR.COM
(847) 256-8828
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Flooring on Contact
March 2013
Building-Products.com
PVC Fencing
Enduris’ low-maintenance Endwood cellular PVC fence has a rich, hand-stained look with rough-sawn texture and variegated woodgrain patterns. It can be assembled onsite with 6” pickets, either squareedged or dog-eared. Two 1” circular voids accommodate a stabilizing steel tube in the center rail. Choices include three colors, four post systems, a 4”x4” vinyl post sleeve, a 5”x5” routed post, and two metal post options.
Get the Edge on OSB
Hardwood Edge from Weyerhaeuser reportedly is the first OSB floor panel specifically engineered for use under hardwood floors. Panels have built-in endgrooves to eliminate standing water and reduce water absorption, plus a
proprietary edge seal to reduce edge swell and sanding. Each 4’x8’ panel is 23/32” thick, has a printed fastener template, and is fully sanded.
HARDWOODEDGE.COM (888) 453-8358
ENDURIS.COM (888) 329-7428
With Cascadia decking, the unsurpassed natural beauty of Western Red Cedar is matched with Terminal Forest Products’ renowned manufacturing quality. This creates a product that is beautiful, functional, and eco-friendly. Cascadia decking is made from a 100% renewable and sustainable North American resource unlike PVC and composite decking, which is largely made from non-renewable petroleum products. Third-party life cycle analysis clearly shows WRC decking as the best environmental choice for decking: WRC significantly outperforms sustitute products in every environmental measure.
Natural Finishing
Vermont Natural Coatings’ PolyWhey Heirloom Wipe-on finish offers the look and feel of traditional hand-rubbed finishes. Made with whey protein, the non-yellowing finish is easy to apply on cabinets, doors, and other wood.
VERMONTNATURALCOATINGS.COM (802) 472-8700
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P.O. Box 1802, Medford, OR 97501 • Fax 541-535-3288
• (541) 535-3465 • www.normandist.com
Superior Service, Products & Support March 2013
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ASSOCIATION Update Western Building Material Association installed Bill Mackie, Madison Lumber, Ketchikan, Ak., as its new president during its recent annual convention in Portland, Or. New 1st v.p. is Mike Werner, Builders Alliance, Bellingham, Wa.; 2nd v.p. Steve Kerr, Kerr Ace Hardware, Brookings, Or.; national director Curtis Jack, Coquille Supply, Coquille, Or.; executive committeeman Brett LaMar, Lake Chelan Building Supply, Manson, Wa.; insurance trust chairperson Eric Fritch, Chinook Lumber, Snohomish, Wa.; suppliers council chairperson David Shanda, Huttig Building Products, Auburn, Wa., and new board member Jeff Newenhoff, City Lumber Co., Astoria, Or. Roger Fouts, Withers Lumber, Woodburn, Or., was honored as
Distinguished Dealer of the Year, and Tom Stumpf, Western Wood Preserving, Sumner, Wa., as Supplier of the Year. WBMA’s professional development series continues April 11-12 with two Bill Sharp presentations at Heathman Lodge, Vancouver, Wa. The first day will cover “Around Customers, Everyone Sells,” followed by dinner and product knowledge sessions. The topic for the second day will be “The 5T’s of Success,” followed by a tour of Allweather Wood Treaters, Washougal, Wa. Mountain States Lumber & Building Material Dealers Association honored outstanding members at recent events. Cindy Hart, Boise Cascade, Denver, Co., was named Lumberman of
the Year at the annual end of year event. Max Guetz, Alpine Lumber, Denver, was honored as Industry AllStar during its first Brewfest fundraiser, which raised more than $13,000 for Project Healing Waters. Larry Bujaci recently retired as field rep for the association. After being honored as Lumberman of the Year in 1996, he retired as a Boise Cascade salesperson and went to work for the association in 1998. MSLBMDA’s Colorado Council will host its 20th annual bowling tournament April 15 at Arapahoe Bowling Center, Greenwood Village, Co. Western Hardwood Association is staging its annual convention & expo for April 30-May 2 at DoubleTree Lloyd Center, Portland, Or. Educational seminars will look at regulations affecting harvest and shipments, environmental policies, exporting and importing hardwoods, and design trends affecting Pacific Northwest hardwoods. Networking opportunities include an opening reception, dinner and auction; an exhibitor showcase; Oregon microbrew reception, and a mill tour. American Wood Protection Association will hold its first convention in Hawaii—April 28-May 1 at Sheraton Waikiki, Honolulu. Highlights include visits to a treated wood test site and a Formosan termite laboratory, with hands-on demonstrations of how test samples are evaluated. North American Wholesale Lumber Association has scheduled its annual leadership conference for April 28-30 at Innisbrook Golf Resort & Spa, Tarpon Springs, Fl. Presentations will include “The
Specializing in Flatbed & Van Freight for over 10 years
4911 Warner Ave., Ste. 205, Huntington Beach, CA 92649 Phone (714) 840-5366 • Fax 714-840-1933
www.straight-line-transport.com “A Load We Transport Is a Load off Your Mind” 46
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Building-Products.com
LOS ANGELES Hardwood Lumberman's Club donated $8,000 to the Hardwood Forest Foundation during its recent pool tournament in Orange, Ca., won by Mike Walters, a guest of runner-up Dale Bohannon, Bohannon Lumber, Long Beach, Ca. The funds were raised from the Alan Bohnhoff Memorial Golf Tournament. (Left to right) Alan Arbiso, Mark Michie, Dale Bohannon, Matt Barrass, Charley Fiala, Mike Walters, Jim Gaither, Marty Fox, Dan Bohannon, Bill Fitzgerald.
LBM Dealer Market: What Now and What Next?” by Paul Hylbert, Kodiak Building Partners; a discussion of trends affecting the distribution supply chain by Paul St. Germain, co-author of Facing the Forces of Change, and an economic forecast by Paul Jannke, Forest Economic Advisors. National Hardwood Lumber Association will hold its first Chinese inspector training class July 15 to Aug. 15 at NHLA headquarters in Memphis, Tn. Taught by veteran instructors Rich Hascher and Randy Wilson, assisted by Chinese language interpreters, the Monday-through-Saturday summer school will include mill visits and networking opportunities with North American suppliers.
Cal Coast Wholesale Lumber, Inc. Pressure Treated Forest Products Alkaline Copper Quat (ACQ) Custom Treating Selected Inventory Available P.O. Box 673 • 3150 Taylor Drive • Ukiah, Ca. 95482 Phone 707-468-0141 • Fax 707-468-0660 info@wetreatwood.com
Sales for Coast Wood Preserving Building-Products.com
March 2013
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Ace Hardware Targets B2B
Ace Hardware Corp. has launched a new program to sell to small businesses, including schools, churches, restaurants, and apartment managers. Branded as “The Supply Place, Powered by Ace,” the program includes an e-commerce site and a certification process for all participating Ace dealers.
Western Wall Groups Team Up
The Northwest Wall & Ceiling Contractors Association, Associated Wall & Ceiling Contractors of Oregon & SW Washington, Wall & Ceiling Alliance, and Western Wall & Ceiling Contractors Association have jointly formed the National Building Institute. The institute aims to increase market share for member contractors by pooling access to each association’s technical resources and together developing specific construction system designs. Headed by Neil O’Connor, the institute’s board of directors includes
NWCCA’s Rick Harris and Jim Taylor, AWCC’s Vaughn Grubaugh, WACA’s Jim Watson and Greg Brady, and WWCCA’s Robert Klugh, Daryl Wimberly and Todd Heimerl.
Milgard Brightens Window Shopping Experience
Milgard Windows & Doors, Tacoma, Wa., has added new interactive tools to its website, to provide consumers with a more immersive experience as they shop for windows and doors. A mobile version of the new website is also available. “We take pride in our ability to offer one of the industry’s most comprehensive, informative and engaging online window and door research experiences,” said brand manager Jeremiah Noneman. The professional resources section was created with feedback from builders, contractors, architects, and other design professionals. It contains detailed product specifications, BIM
CLASSIFIED Marketplace Rates: $1.20 per word (25 word min.). Phone number counts as 1 word, address as 6. Centered copy or headline, $9 per line. Border, $9. Private box, $15. Column inch rate: $55 if art furnished “camera-ready” (advertiser sets the type), $65 if we set type. Send ad to Fax 949-852-
HELP WANTED
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0231 or dkoenig@ building-products.com. For more info, call (949) 8521990. Make checks payable to Cutler Publishing. Deadline: 18th of previous month. To reply to ads with private box numbers, send correspondence to box number shown, c/o The Merchant. Names of advertisers using a box number cannot be released.
HELP WANTED
NORTHWEST OREGON-based manufacturer of high-end specialty wood products seeks experienced, sales/marketing professional. The candidate will become part of a team with responsibility for sales, purchasing and manufacturing of specialty wood products. Qualifications to include: • Existing network of business relationships and following among customers and/or sawmills; • College degree or work experience equivalent; • Ability to work in a team-oriented environment; • Knowledge of West Coast species, grades, applications and markets; • Excellent verbal and written communication skills as well as a good math background; • Willingness to travel. Compensation includes salary plus performance-based bonuses, medical and dental coverage, and expense account. This is an excellent opportunity to join one of the most established and respected companies in the specialty softwood business. Please send resume in confidence to nellaho@me.com. Please reference “Merchant want ad” in the subject line.
objects, CAD drawings, and other technical information. Continuing education units for architects and contractor loyalty programs are also easily available in this new section. Consumers can now navigate, explore, and learn about products based on individual design criteria: window style, frame material, or architectural style. New product content, photo galleries, product reviews, and interactive navigation menus allow users to enjoy a customized experience and learn about windows. A new inspiration center allows users to visualize what new windows and doors will look like in their own home. The interactive tool lets consumers select from a wide variety of pre-masked interior and exterior images, or upload a photo of their own. Then they can view all Milgard product series and play with the most popular operating styles, configurations, colors, grids, and trim options. Finally, users can save their projects and then share them via social media.
HELP WANTED SOUTHERN CALIFORNIA OUTSIDE SALES REP
NEIMAN REED LUMBER CO., a San Fernando Valley-based wholesale lumber and plywood distributor, is looking for two quality and seasoned salespersons. The first candidate will manage and run our plywood operation with sales and buying responsibilities. Mill contacts and customer following are essential. The second candidate will be a softwood/hardwood trader with loyal following. We offer the most comprehensive inventory with a full spectrum of grades, a competitive compensation program, earned bonuses, 401K, travel and expense accounts, and full-health insurance benefits. This is an excellent opportunity to be a key part of a premier wholesale lumber company. Please send resumes in confidence to Ed Langley: elangley@neimanreed.com.
building-products.
March 2013
com
Universal Forest Products, the nation’s leading manufacturer and distributor of wood and woodalternative products to retail/dealer, manufactured housing and industrial markets, is seeking an outside sales representative to serve its southern California customer base. This position is based out of the company’s Riverside, Ca., facility. This candidate should have comprehensive knowledge of the southern California marketplace and a thorough understanding of the products therein. We are looking for people who can contribute to our growth, who are hungry for success, who bring a winning attitude to their work, and who are interested in new opportunities in an established arena. You provide the skill, knowledge, integrity and perseverance, and we will provide a great place to work, where you will be encouraged to grow and learn and rewarded with outstanding benefits and compensation. If you are interested in joining our team, please email your resume to Steve Mitchell at smitchell@ufpi.com. All replies will be kept strictly confidential. Universal is an equal opportunity employer.
Building-Products.com
DATE Book Listings are often submitted months in advance. Always verify dates and locations with sponsor before making plans to attend. Western Building Material Association – March 12-13, estimating workshop, WBMA Hq., Olympia, Wa.; (360) 943-3054; www.wbma.org. Greenprints – March 13-14, Georgia Tech Research Institute Conference Center, Atlanta, Ga.; (404) 872-3549; www.greenprints.org. Pacific Northwest Association of Rail Shippers – March 13-14, conference, Doubletree, Portland, Or.; (503) 656-4282; www.railshippers.com. Lumbermens Merchandising Corp. – March 13-15, annual meeting, Anaheim, Ca.; (610) 293-7049; www.lmc.net.
National Kitchen & Bath Association – April 19-21, annual show, New Orleans, La.; (800) 843-6522; www.nkba.org. Rock Springs Home & Garden Show – April 19-21, Sweetwater Events Center, Rock Springs, Wy.; (307) 382-0710; www. wyominghomeshow.com. Albuquerque Home & Garden Show – April 20-21, Expo New Mexico at New Mexico State Fairgrounds, Albquerque, N.M.; (916) 372-5390; www.abqhomeandgardenshow.com. Transload Distribution Association – April 22-24, conference, Hilton Rosemont, Rosemont, Il.; (503) 656-4282; www.transload.org. Wood Machinery Manufacturers of America – April 23-26 woodworking conference, Marriott Tempe at the Buttes, Tempe, Az.; (443) 640-1052; www.wmma.org.
Small Log Conference – March 13-15, Coeur d’Alene Resort, Coeur d’Alene, Id.; www.forestbusinessnetwork.com.
Southern California Hoo-Hoo Club – April 26, 6th annual Don Gregson Memorial Golf Tournament, San Dimas Golf Course, San Dimas, Ca.; (760) 324-0842; www.hoohoo117.org.
Los Angeles Hardwood Lumberman’s Club – March 14, golf tournament, El Prado Golf Course, Chino, Ca.; (626) 445-8556; www.lahlc.net.
Black Bart Hoo-Hoo Club – April 27, annual poker tournament & BBQ, Burgess Horse Barn, Healdsburg, Ca.; (707) 889-0049; www.blackbarthoohoo181.org.
Redwood Region Logging Conference – March 14-16, Redwood Acres Fairgrounds, Eureka, Ca.; (707) 443-4091; www.rrlc.net.
North American Wholesale Lumber Association – April 28-30, leadership conference, Innisbrook Resort, Palm Harbor, Fl.; (800) 527-8258; www.lumber.org.
Pasadena Home Show – March 16-17, Pasadena Convention Center, Pasadena, Ca.; (888) 433-3976; acshomeshow.com. National Lumber & Building Material Dealers Assn. – March 1820, legislative conference & spring meeting, Crystal City Marriott, Washington, D.C.; (800) 634-8645; www.dealer.org. Window & Door Manufacturers Assn. – March 18-20, legislative conference, Arlington, Va.; (800) 223-2301; www.wdma.com. Tacoma-Olympia Hoo-Hoo Club – April 2, meeting, La Quinta Inn, Tacoma, Wa.; (253) 531-1834. National Wood Flooring Association – April 2-5, conference & wood flooring expo, Gaylord Texan, Dallas, Tx.; (800) 422-4556; www.woodfloors.org. International Wood Composites Symposium – April 3-4, annual symposium, Red Lion, Seattle, Wa.; (800) 942-4978; www.woodsymposium.wsu.ed. Great Falls Home & Garden Show – April 5-7, sponsored by Home Builders Association of Great Falls, MT ExpoPark, Great Falls, Mt.; (406) 728-1916; www.greatfallshomeandgardenshow.com.
American Wood Protection Association – April 28-May 1, annual meeting, Sheraton Waikiki, Honolulu, Hi.; (205) 733-4077; www.awpa.com. National Association of Home Builders – April 29-May 1, national green building conference, Nashville Convention Center, Nashville, Tn.; (800) 368-5242; www.nahb.org. Western Hardwood Association – April 30-May 2, convention & expo, Doubletree Lloyd Center, Portland, Or.; (360) 835-1600; www.westernhardwood.com.
Respecting the forest, honoring the past, building the future. A nation’s pride you can build on.
Missoula Home & Garden Show – April 6-7, Adams Event Center, Missoula, Mt.; (406) 728-1916; missoulahomegardenshow.com. Door & Hardware Institute – April 8-9, executive summit, Las Vegas, Nv.; (703) 222-2010; www.dhi.org. Structural Insulated Panel Association –April 9-11, annual meeting & conference, Loew’s Resort Canyon Spa, Tucson, Az.; (253) 858-7472.; www.sips.org. West Coast Lumber & Building Material Association – April 11, golf tournament, Black Gold Golf Club, Yorba Linda, Ca.; (800) 266-4344; www.lumberassociation.org. Western Building Material Association – April 11-12, sales seminar, Heathman Lodge, Vancouver, Wa.; (360) 943-3054; www.wbma.org. Vacaville Home & Garden Show – April 12-14, Nut Tree Complex, Vacaville, Ca.; (707) 445-8226; www.vacavilletotalshows.com. Mountain States Lumber & Building Material Dealers Assn. – April 13, Colorado council bowling tournament, Arapahoe Bowling Center, Greenwood Village, Co.; (303) 790-2695; www.mslbmda.org. International Wood Products Association – April 17-19, annual convention, Westin Bayshore, Vancouver, B.C.; (703) 820-6696; www.iwpawood.org. Forest Products Society – April 18-19, window & door symposium, Roseville, Mn.; (608) 231-1361; www.forestprod.org. Building-Products.com
Manufacturers of 10 million bd. ft. monthly of • 5/4 & 6/4 Ponderosa Pine Shop • 4/4 Premium Pine Board Programs State-of-the-Art Hewmill & Headrig Mill Contact Sheldon Howell
(509) 874-1163
Alicia Beltran
(509) 874-1168
Yakama Forest Products 3191 Wesley Rd., White Swan, WA 98952 Fax 509-874-1162
www.yakama-forest.com
March 2013
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ADVERTISERS Index
IDEA File
For more information on advertisers, call them directly or visit their websites [in brackets].
Green to the Core
Advantage Trim & Lumber [www.advantagelumber.com]..........47 Allweather Wood [www.allweatherwood.com] ..................Cover III Big Creek Lumber Co. [www.big-creek.com]...............................36 Black Talon [www.blacktalonuniversal.com].................................4 BW Creative Wood [www.bwcreativewood.com] .......................24 Cal Coast Wholesale Lumber ........................................................47 California Redwood Association [www.calredwood.org]...........27 California Redwood Co., The [californiaredwoodco.com]..........25 Capital [www.capital-lumber.com]........................................Cover I
EVERY PRODUCT that TreeHouse carries undergoes stringent screening and is sold with a four-part rating.
An innovative Texas dealer has taken green beyond a few products offered in different departments to an entire 25,000-sq. ft. store, an existing structure that was completely remodeled for LEED certification. “We’re trying to bring sustainable living into the mainstream,” says Kane Sutphin, head of marketing at TreeHouse, in Austin. “This is what would happen if Whole Foods took over Home Depot.” In fact, the store’s interior is similar to the inside of a typical big box: light and airy, with high shelves stocked with every building product imaginable. Except here, each and every product undergoes stringent screening and is sold with a four-part rating: health, sustainability, performance, and corporate responsibility. “Our goal is to offer a unique shopping experience, plus products that can’t be found anywhere else, all in one location,” explains Sutphin. As an example, TreeHouse is just one of three retailers that stock Switch LED light bulbs, which are designed to look good, stay cool, and save energy. Every salesperson has years of experience in their department, and dedicated salespeople act as roving sustainability consultants. Education stations in each department offer interactive learning experiences about eco-friendly products. “Toilets flush more money down the drain than anything else in your home,” announces one display to educate shoppers about the differences between conventional and high-performance models. Other exhibits tout energy-efficient windows, denim insulation, sustainable chicken coops, and water-saving landscaping. Each display strives to make its point with humor and whimsy. “We think we can do a lot more to help the planet if people feel good about what they do, instead of guilty,” says Sutphin. “We don’t want people to feel bad.” The literal and figurative heart of the store is the Idea Center, where specially trained experts advise shoppers on products, services, and solutions that can make their homes smarter and greener. Contractors, builders, architects and designers also use the center, to review options and discuss plans with their clients. 50
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Fontana Wholesale Lumber [fontanawholesalelumber.com].....13 Genova Products [www.genovaproducts.com].............................7 GRK Fasteners [www.grkfasteners.com].....................................30 Haida Forest Products [www.haidaforest.com]...........................33 Hoover Treated Wood Products [www.frtw.com]........................43 Huff Lumber Co. .............................................................................35 Humboldt Redwood [www.getredwood.com]....................Cover III Idaho Forest Group [www.idahoforestgroup.com] .......................3 Jaaco Corp. [www.jaaco.com].......................................................19 Keller Lumber Co............................................................................46 Maze Nails [www.mazenails.com]........................................Cover II NAWLA Special Issue ....................................................................39 Norman Distribution Inc. [www.normandist.com].......................45 Nu Forest Products [www.nuforestproducts.com] .....................29 OrePac Building Products [www.orepac.com] ............................34 Pacific Wood Preserving Cos. [www.pacificwood.com].............44 Pennsylvania Lumbermens Mutual Insurance [plmins.com] .....37 Redwood Empire [www.redwoodemp.com].................................21 Roseburg Forest Products [www.rfpco.com] ................................9 Simpson Strong-Tie [www.strongtie.com]...................................23 Siskiyou Forest Products [www.siskiyouforestproducts.com] .31 Skyreach L&S Extrusions [www.skyreachls.com] ......................38 Straight Line Transport [www.straight-line-transport.com] .......46 Swanson Group Sales Co. [www.swansongroupinc.com]...........5 Thunderbolt Wood Treating [thunderboltwoodtreating.com] ....26 Viance [www.treatedwood.com].........................................Cover IV Western Forest Products [www.westernforest.com] ..................28 Western Red Cedar Lumber Assn. [wrcla.org]...........28, 33, 40-41 Yakama Forest Products [www.yakama-forest.com]..................49 Building-Products.com
GetRedwood.com
What good is a
LOW-MAINTENANCE DECK if it creates a
HIGH-MAINTENANCE
CUSTOMER? Whether you’re selling to a pro or a do-it-yourselfer, you want a satisfied customer, not a potential warranty claim.
“Beautiful decks and satisfied homeowners. That’s two big reasons why I love working with redwood.”
And nothing satisfies customers like naturally strong, durable and beautiful FSC® certified Humboldt Redwood. Contractors love it because it’s easy to work with. Homeowners love it because it looks great and lasts for decades with easy maintenance. In fact, with Humboldt Redwood, the only things that come back are satisfied customers. Let’s build a long-term, profitable business relationship together. Contact Julie Wright at (707) 764-4472 or visit us at GetRedwood.com
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Build in Fire Protection
ESR-2645
D-BLAZE FRTW SUPPLIERS BRITISH COLUMBIA ALBERTA
For interior applications where fire retardant construction materials are specified or required by building codes. Testing and Approvals
UL® Class A (Class 1) with FR-S Rating Cal Fire -Building Materials Listing City of Los Angeles - Research Report: RR 24502 Building Code Compliant under ICC ESR-2645 Interior Type A High-Temperature (HT) FRTW
WASHINGTON
SERVING THE WESTERN UNITED STATES & CANADA
Low-corrosivity & Low-hygroscopicity No VOC’s or Formaldehyde 50-Year Limited Warranty CALIFORNIA
1-800-421-8661
WEST FRASER TREATED SALES Sundre, Alberta, CN 250-991-5324 www.westfraser.com SUPERIOR WOOD TREATING Sumner, WA 800-422-3120 www.superiorwoodtreating.com ALLWEATHER WOOD Loveland, CO 800-621-0991 www.allweatherwood.com
Product Features
CANADA
THUNDERBOLT WOOD TREATING CO. INC COLORADO Riverbank, CA 800-826-8709 www.thunderboltwoodtreating.com FONTANA WHOLESALE LUMBER Fontana, CA 909-350-1214 www.fontanawholesalelumber.com