The Merchant March 2017 by 526 Media Group

MARCH 2017

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THE VOICE OF THE WEST’S LBM SUPPLY CHAIN — SINCE 1922

REGIONAL WOODS SPECIAL ISSUE • WESTERN RED CEDAR • REDWOOD • CYPRESS

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Vice President, Marketing & Circulation Shelly Smith Adams sadams@building-products.com Publishers Emeritus David Cutler, Alan Oakes Managing Editor David Koenig david@building-products.com Editor Stephanie Ornelas sornelas@building-products.com Contributing Editors Carla Waldemar, James Olsen, Alex Goldfayn, Dave Kahle Contributors Jessica Hewitt, Chris Knowles, Jay Lemke, Sarah Rowland, Dr. Robert Smith

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THE VOICE OF THE WEST’S LBM SUPPLY CHAIN — SINCE 1922

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CONTENTS March 2017

Volume 96 n Number 3

Stay connected between issues with www.building-products.com

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Feature Story

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Special Features

12 BEING CLEAR ON KNOTTY WOOD 10 PRODUCT SPOTLIGHT KNOTTY GRADES ARE NO LONGER

SYNONYMOUS WITH SIMPLE RUSTIC CABINS, AS MORE AND MORE ARCHITECTS USE TIGHT KNOT CEDAR IN CONTEMPORARY DESIGN.

HEALTHY SUPPLY PROJECTED FOR WESTERN RED CEDAR

14 INDUSTRY TRENDS

REDWOOD KEEPS PACE WITH LATEST BUILDING TRENDS

16 PRODUCT SPOTLIGHT

CYPRESS POPS UP IN NEW AREAS

18 COMPETITIVE INTELLIGENCE

MARCH 2017

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HOUSTON BUILDING SUPPLY REINVENTS RENOVATION

THE VOICE OF THE WEST’S LBM SUPPLY CHAIN — SINCE 1922

REGIONAL WOODS SPECIAL ISSUE • WESTERN RED CEDAR • REDWOOD • CYPRESS

28 NAWLA: THINKING AHEAD

ATTRACTING STUDENTS TO AN EDUCATION IN WOOD PRODUCTS

46 EVENT RECAP

NAWLA’S PORTLAND REGIONAL

The Merchant Magazine Digitial Edition at www.building-products.com

48 EVENT RECAP

NORCAL HOO-HOO MEETINGS

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Departments 8 ACROSS THE BOARD 20 OLSEN ON SALES 22 EVANGELIST MARKETING 32 ASSOCIATION UPDATE 34 SELLING WITH KAHLE 38 MOVERS & SHAKERS 39 APP WATCH 40 NEW PRODUCTS 52 IN MEMORIAM 52 CLASSIFIED MARKETPLACE 52 ADVERTISERS INDEX 53 DATE BOOK 54 FLASHBACK

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ACROSS the Board By Patrick Adams

Final words of advice

LOST A good friend today. I haven’t known him a long time… just since I was welcomed into this industry. He was one of the first to come up to me at my first tradeshow. While I’m not usually the smallest guy in the room, he made me look like a little guy. He stood there looking me up and down, and then with his always huge smile, he gave me a bear hug and said, “Welcome to the industry.” From that day, we spoke often on the phone and at the countless industry events and dinners that we would find ourselves at. Like many friends I have made in this industry, the talk was never about business—it started with the most important question of all: “How is your family?” Although I have never met them, I “know” them all from the countless stories and updates that he shared as a man who truly adored and lived to serve his family. We bonded over sharing the struggle of our duty to work hard and provide, at the cost of missing things that stories and pictures do not serve to replace. He was the kind of guy who wore his heart on his sleeve and would share it with you without condition or fear. He was the kind of guy who made you feel grateful—for what you have, what you have done and even for the opportunity to share time with him. He made you think about what was truly important in a way that stuck with you. We would talk about our team of staff and how we can’t believe that we’ve reached the point in life where there are people who actually look up to us. Although neither of us are “old,” we would laugh that we’re not quite sure when “it” happened because in our mind and eyes, we are still those goofy 20-somethings with big dreams and the passion to make it happen. We would share what a great honor it is to have a team that counted on us and actually cared to listen to our advice at times. No matter what was going on in the industry or the world at large, he would always see things from the bright side. He was one of those with the gift that nothing could drag him into the weeds of nagging over drama or gossip. He believed that inside everyone was the opportunity to be their best selves and it was rein-

Patrick S. Adams Publisher/President padams@building-products.com

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March 2017

forced by his constant, sincere smile that started from his heart and just happened to exit his body through his face. Like I said, I haven’t known him a long time according to the calendar. However if you’re lucky enough, you meet some people who you just swear you have known for several lifetimes. Whether it is days or months, when you see each other again it’s like you only left the room for a second. When they say, “it’s good to see you,” you know they mean it, and when you talk, they are not looking around for who else might walk by that they’d rather talk to. I didn’t get to talk to him before he suddenly passed. I didn’t get a chance to tell him that although we have only known each other a short time, that I am better for having known him and will continue to be. If I had the chance, I would tell him all of this and he would be surprised because to him, this is just the person he’s always been and I’m sure he treated everyone the same way. Although we didn’t talk before he passed, I think his final words of advice would have been this— love unconditionally, work and live with passion in the moment, and don’t wait to share what’s on your mind or heart because you never know what tomorrow will bring.

Kent Marks (1963 – 2017) Building-Products.com

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PRODUCT Spotlight By Western Red Cedar Lumber Association

Healthy supply of western red cedar N

OTHING CAPTIVATES attention quite like stainless steel. Any appliance that incorporates stainless steel becomes instantly more appealing, and any building that incorporates it into the design looks more innovative. In an industry with so many unpredictable variables, there’s one forecast building product dealers can count on: a healthy supply of western red cedar in 2017 and beyond. Equally important, market participants can expect a steady increase in demand for WRC— but more on that later. Right now, let’s look at the factors leading to this abundance of nature’s most versatile building material. Over the past 20 years, the proportion of second-generation trees harvested has increased. Furthermore, these trees come from young, vibrant, sustainably managed, third party certified forests. Why should dealers care about this greater availability? “Cedar—whether knotty or clear— is a high quality, tight grain timber that performs well outdoors,” says Paul Mackie, a technical and field representative for the Western Red Cedar Lumber Association. “Amongst other attributes, second growth cedar trees yield a higher percentage of knotty fiber products. These are well suited to a variety of applications, particularly in regions or markets where the “knotty wood” look is a desired product trait.” This increase in the availability of cedar bodes very well for dealers, especially considering that most market projections point to an elevation in home improvement and repair expenditures. Take the most recent Leading Indicator of Remodeling Activity

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March 2017

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(LIRA), for example. Produced by the Remodeling Futures Program at the Joint Center for Housing Studies of Harvard University, LIRA is predicting R&R spending levels to reach $317 billion in 2017. That’s a 6.7% increase from 2016’s growth estimate. “Growth in home prices is continuing at a healthy pace and encouraging homeowners to make remodeling investments,” says Chris Herbert, managing director of the Joint Center for Housing Studies. “Home sales are remaining on an upward trajectory, as well, and this coupled with continued growth in remodelling permit activity suggests another strong year for home improvements.” Since the purpose of residential renovations is to increase a home’s value, dealers can safely anticipate an increased demand for durable, long lasting products that are inherently beautiful and add instant curb appeal—such as western red cedar. The latest WRC U.S. Residential Market Analysis report also backs this up, citing WRC is heavily used in R&R and increasingly in “move-up” and “luxury” home applications. Further, the repair and remodelling sector represents a healthy portion of current WRC consumption. In this regard, NAHB’s Remodeling Market Index, a measure of remodeler market confidence, stood at a level of 53 for the second quarter of 2016 and the index has been in positive territory for 13 straight quarters. “Furthermore, as the current stock of homes continues to age, it represents opportunity for the repair and remodelling sector,” says Mackie, pointing to the latest American Housing Survey. Data collected from that 2013 report shows that the median age of owner-occupied homes is 37 years old, compared to only 27 years old in 1993. Another demand determinant is the number of housing starts and directional trends in home size and type (e.g., single family). On the positive side, the U.S. housing market is forecast to continue growing with 2017 starts forecast of about 1.25 million homes, compared to 1.1 million in 2015 and about 1.15 million in 2016 (NAHB). Single-family starts alone are forecast to rise 13% in 2017 to 873,000 starts. Further, the average square feet per home constructed continues to be stable at its highest level ever at about 2,650 sq. ft., up from 2,400 during the last recession. Building-Products.com

SECOND GROWTH forests guarantee a steady supply of western red cedar products, such as these 10x10 knotty timbers. (All photos by Powerwood Corp., B.C.)

“Also positive for WRC is the continued trend in home design towards more privatized outdoor living spaces, better indoor/outdoor connectivity and more covered outdoor rooms,” says Mackie. “There’s also the whole sustainability factor. When architects contact us, they’re always asking us how western red cedar can help reduce their projects’ overall carbon footprint, and WRC is one of the greenest choices they can make in that department.” Of course, the challenge is to ensure that consumers and building professionals are well aware of WRC’s many environmental and performance benefits. That’s where the WRCLA comes in. Known worldwide as “the voice of the cedar industry,” WRCLA operates marketing and customer service programs throughout Canada and the United States to support its members’ cedar products with information, education and quality standards. Outreach activities include creating certified CEUs, producing how-to videos, distributing promotional materials, developing training apps, hosting Cedar School—to name just a

few key initiatives. And 2017 is set to be the biggest year yet. “Based on in-depth market research and building upon previous successes, WRCLA is rolling out a robust, strategic marketing plan,” says Jack Draper, WRCLA managing director. “The program's objectives are to increase market brand awareness through traditional and new technology based programs, improve WRC’s value proposition and remove barriers to specifying and using WRC through as many direct engagements with specifiers and end users as possible.” Not only will there be an increased number of end users purchasing western red cedar in 2017, there is sure to be an increased number of end users coming back for more. “When it comes to product satisfaction, consumers consistently score WRC much higher than composites for factors such as beauty, character, value and environmental benefits,” says Mackie, referring to the Ducker Attitudinal Research survey. “So it just makes good business sense for dealers to take note. ”

March 2017

The Merchant Magazine

FEATURE Story By Western Red Cedar Lumber Association

Let’s be clear about knotty wood T

HERE WAS A TIME when knotty grades of wood were synonymous with simple rustic cabins, and that was about it. Not anymore. More and more architects are using tight knot cedar in contemporary design and there’s no sign of this trend slowing down any time soon. These innovators of wood design appreciate the numerous advantages of specifying beautiful Select Knotty siding and Architect Knotty decking for their projects. Initially, architects were mainly drawn to the countrified charm and budgetary benefits of choosing knotty. But now, many see the design possibilities that tight knot grades present in all types of settings including urban architecture. The evolution of knotty is especially evident in the Cedar Book series, an annual publication produced by the Western

KNOTTY WRC by Powerwood

“TREE HOUSE” in Austin, Tx., by Matt Fajkus Architecture features an upper story clad in stucco and clear-sealed knotty western red cedar, creating a veritable “tree house” for the children’s bedroom zone. (Photo by Brian Mihealsick)

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Red Cedar Lumber Association. Each year, the coffee table-quality book highlights outstanding examples of cedar architecture and each year, the amount of knotty cedar used for aesthetic value has increased. “Architects are attracted to the undeniable warmth and texture of tight knot cedar,” says Sarah Rowland, Cedar Book editor. “It’s their first choice and the fact that it’s more cost effective is just a bonus.” Take architect John Sage, for example. For his remarkable, energy generating fully accessible Slattery Residence, which was featured in Cedar Book 9, he chose nature’s most versatile building material because of its rich and varied tonal range. “The knotty grade of cedar brought additional texture to the palette,” he says in Cedar Book 9. “It grows with character as its grain, color variation and subtle irregularity express an earthy authenticity unachievable with composite or synthetic materials.” Architects are also realizing how beautifully knotty works with other materials. Matt Fajkus, who recently completed a funky spec home in Austin, Texas, stated in Cedar Book 9 that “the knots in this case added a desired texture and contrast to the clean and minimal massing of the white stucco on the house.” Another trend we’re seeing is mixing different grades of cedar to create texture. The owner of Ha² Architectural Design, Houry Avedissian, for example, incorporated both clear and knotty cedar to create a natural and refined connection between the indoors and the outdoors on her Treehouse project, which graced the cover of Cedar Book 9. “A tree house was the inspiration for this project,” says Avedissian. “Therefore, the most elegant wood had to be part of the core concept.” Cedar Book 10, which is due out this spring, promises to be the “knottiest” book ever, featuring a stunning array of projects that range from award-wining renovation jobs to reenvisioned community centers to ultra modern homes. “If this milestone edition is any indication, knotty cedar’s appeal is only growing stronger,” says Rowland. “People want their wood to look like wood, and it’s not just the green building community. As many architects explain in Cedar Book 10, the decision to use knotty wasn’t theirs alone. Their clients—whether it Building-Products.com

ALTER URBAN Design Collaborative’s Slattery Residence used western red cedar as a “wrapper” (upper photo), cladding the roof and walls. Awnings are created by folding up the wrapper to provide shelter at the north, and sun shade along the south. Louvers are created by rotating individual boards and voids are provided for direct sun light. (Lower) Inside, from the loft, you can experience the form of the roof above reflected in the underside of the WRC wrap. Glulam arches, flooring and railing are Douglas fir. (Photos by RAS Photography, Rachel Sale)

be homeowners, commercial developers or the voice of the community— were totally on board with the idea of using a material as natural looking as knotty cedar.” The other advantage to choosing cedar that really deserves highlighting is the sustainability factor. Knotty grades are harvested from abundant, sustainably managed forests. This is huge for architects and consumers concerned about how their choice in materials impacts the environment. Also important is how readily available knotty grades of real cedar are. Distributors specializing in real

cedar are stocking more and more different profiles of knotty products. For building professionals that means specifying specialty patterns has never been so easy. “Our network of distribution partners is highly efficient,” explains Paul Mackie, WRCLA’s cedar specialist. “They can get highly customized orders to the site delivered on time. Builders appreciate that. And for DIYers, we have a retailer locator on RealCedar.com so they can find a certified dealer near them. Our mission is to make sure every one gets the right wood for their project.”

March 2017

The Merchant Magazine

INDUSTRY Trends By Jessica Hewitt, Humboldt Redwood Company

For the latest in building trends, go redwood â&#x20AC;˘ Pergolas â&#x20AC;&#x201C; as an open-air structure, pergolas bring visual interest and a focal point for outdoor activities such as entertaining, preparing food, and relaxing, and with redwood as the lumber of choice, they can last a generation.

HAT CUSTOMERS WANT the latest in contemporary outdoor building will surprise no one. But some mistakenly believe that the latest and greatest must come from depleting our oil resources and filling the atmosphere with carbon dioxide, such as happens with the manufacture of composite decking/outdoor structures. Fortunately, more and more customers are realizing that the best contemporary design materials arenâ&#x20AC;&#x2122;t grown in the lab, but out in unfiltered nature. Redwood is the perfect example of this argument. This California-grown lumber has long been known as naturally strong, pest and decay resistant, structurally stable, and offering low combustibility under fire conditions. And, as new, man-made lumber products are introduced, with the use of fossil fuels producing significant amounts of carbon in their manufacture, natural products like redwood are more desirable than ever. Redwood is growing, both in consumer awareness and preference as a premium, naturally derived building material. From that growth, a few building trends have emerged that highlight the amazing qualities and structural versatility of this lumber:

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March 2017

REDWOOD is experiencing a resurgence in use for pergolas and other outdoor structures. (All photos courtesy Humboldt Redwood Co.) Building-Products.com

• Gazebos – providing more shelter than a pergola, gazebos offer a point of retreat and greater protection from the elements without isolating inhabitants. • Exposed Timber structures – the natural color and grain of redwood timbers lend a solid support to a greater structural design. • Decks – a redwood deck can last a lifetime when it’s built and maintained well. • Planters – non-toxic and all natural, redwood is ideal for garden boxes and planters to hold flowering plants, herbs, even vegetable gardens. • Furniture – any form of seating, tables, benches all deliver the promise of a comfortable place to gather when built with redwood. • Arbors – create memorable transitions from one part of a yard to the next with redwood arbors. Among the trends emerging in landscaping design, there’s no better fit for bringing beauty, color and presence into an outdoor space than redwood. Combined with its longevity, and environmental qualities, redwood

INCREASINGLY backyard builders are realizing that the best contemporary design materials aren’t grown in the lab, but out in unfiltered nature.

is the top choice among landscaping trends. It is a choice any consumer can make with confidence, and reaffirm their wise decision year after year.

– Jessica Hewitt is director of marketing at Humboldt Redwood Company. HRC is working to cultivate a lasting legacy of environmentally responsible forestry and sourcing, manufacturing, and distribution of top-quality redwood lumber products.

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March 2017

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PRODUCT Spotlight By Stephanie Ornelas

Welcome to the West

Cypress popping up in new areas C

continuing to make a name for itself in the interior design world, and increased demand for the sustainable wood product isn’t just in the South—it’s coming from across the country and quite rapidly. Chuck Harris, Custom Lumber Manufacturing Co., Dothan, Al. noted, “People are calling for cypress product and availability information because it’s competitively priced and becoming an alternative option in areas of the country that have traditionally been cedar territory. I’ve been fielding more and more inquiries from up north and the West Coast.” Southern Cypress Manufacturers YPRESS IS

Association (SCMA) also stated that recently they’ve been receiving emails from architects in California who are trying to source cypress timber. Inside homes, cypress is being used for a variety of applications from ceilings, trim, and custom cabinetry. According to SCMA, consumers really like the variety in the aesthetic grades, from clear select grade to the knotty character of #2 grade. People have been specifically interested in pecky cypress lately, and that seems to be a growing trend as it has naturally occurring pockets and holes and create a desired visual effect. Because a number of wood-based

CYPRESS COMES IN: Cypress is being used for a variety of applications from ceilings to trim and custom furniture. Companies like Florida Cypress Wood Products, Jacksonville, Fl., are taking note of this growing trend showcasing their product as a viable interior design element.

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March 2017

interior selections are in style this year, pecky cypress is becoming more desired as it offers intense imagery and color, with a rich grain and texture that makes stunning furniture. Geoff Philippus of Northshore Millwork, Mandeville, La., noted, “Often we introduce people to pecky cypress with its naturally occurring pockets and holes. It’s something they’ve never seen before.” Philippus also noted that due to its natural resistance to water, cypress is a great interior wood to use in wet zones, such as kitchens, bathrooms, mudrooms, and even outdoor cooking areas. The recent International Builders Show in Orlando and NextGen Home Experience presented the Next Gen “tiny” Home—a project that is meant to bring light to the growing trend of tiny compact homes, as well as the latest in energy efficient standards. Throughout the small structure, various contemporary design trends were displayed, one being cypress wood panels. Florida-based hardwood company Goodwin Co., also showed off some of its latest in contemporary home ideas through cabinetry, flooring, paneling and ceiling products. The company proved just how many ways its River-Recovered Heart Pine and Heart Cypress can be used to complement the numerous products showcased. Something that was reinforced at IBS was that sustainable design is becoming more and more important to builders and homeowners. As cypress continues to prove that it’s highly energy efficient, its interior facade is becoming more desirable as well. Building-Products.com

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Conﬁrmed presenters and sessions includee: • Jim Cline, President and CEO of Trrex Company • Dick Molpus, President of The Molpus Woodlands Group • Claudia St. John, Afﬁnity HR Group • “Legends of Lumber” Panel Leaders from across the forest products industry – including retailers buying groups retailers, groups, jobbers and otherrs across the supply chain – are inviteed to attend this NAWLA eevent!

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COMPETITIVE Intelligence By Carla Waldemar

Reinventing renovation H

OUSTON, WE HAVE a problem. Okay, this time it wasn’t an astronaut’s alert to a scary situation. It was Greg Van Baden, owner of Grogan Building Supply, assessing his city’s economic freefall in the ’80s, when oil money ran dry and bankruptcies, instead, erupted. Greg is the fourth generation owner of the outfit he and his wife bought from his dad, who’d taken on the location his Grandma Grogan launched in the 1940s. That was after her own forbears got too old to run the steam-operated sawmills and surrounding timberland that began the whole endeavor in 1886. “I’m the last part of that picture,” says Greg, who grew up in the family lumberyard, hanging out with grandpa as a kid, then working during school vacations. “I didn’t really have a choice; the company needed my help. So I got married in 1980 and went straight to work.” (His wife joined the company in 1992 as CFO.) But the business came with problems, Houston. “I knew lots of improvements were needed, so I started to turn it around. Whenever I made some money, I’d use it to build and improve it, and add more vehicles,” which today include six trucks and four forklifts. “Grogan’s has been in this same location—called The

WOOD MILLWORK has been a profitable niche for Grogan Building Supply, Houston, Tx. Here, president Greg von Baden shows a Southern Shutter Bahama shutter to a customer.

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March 2017

Heights—since the Forties,” says sales professional Diane Easley, “while the neighborhood went up and down, depending on the economy and housing. During the ’60, ’70s, and ’80s, people started fleeing to the suburbs.” Which meant fleeing revenue for Grogan. “We were down to four or five employees,” Greg remembers: “My wife and I and a few helpers.” … until those city dwellers started fleeing back again. The Heights is now hot-hot-hot, designated as an Historic Neighborhood. “It’s undergoing a renaissance,” reports Diane. “People are buying up old bungalows, older houses.” But, those newly-desirable homes needed cleaning up and fixing, you bet! And Greg bet, too. He quickly recognized a lucrative niche when he spotted it, and started specializing in wood windows (Jeld-Wen is a prime vendor), a major chunk of his current business. “Wood windows saved us,” Greg declares. “People were motivated to renovate—lumber, windows and doors, and special orders—those became our niche. We’ve become known as the go-to for hard-to-find stuff; even the competition sends customers to us. Special orders,” he swears, “have kept us alive.” Lots of pine goes into the custom millwork Grogan turns out to match the vintage siding and mouldings in these older houses. Mahogany doors, too. And cedar. “I sell a lot of cedar!” He utilizes high-quality (and high margin) oldgrowth stock which his distributor can deliver in just one day, popular for projects like pergolas and decks. “But I’m not after selling framing packages. We can, but there are much bigger players in the market. We’re a lot better off with custom orders. In fact, two salesmen here, that’s all they do. We can make whatever you can draw,” he’s won the right to boast. And to guarantee it: “We hired a full-time tech just to work on the windows and doors we sell; he’s on the road every day, taking care of any issues. Not everybody can offer that,” Greg underscores. And to maintain skills and info, the boss sees to it that employees attends PK seminars and participate in vendors’ plant tours. Seventy percent of Grogan’s clients are pros, working on those renewal projects. “But as the neighborhood changes, we’re getting the DIY trade, too, a new clientele—the high-end home owners who need something for their projects. Still,” he makes it clear, “our main focus is taking care of the professionals—trucks, equipment and a rental department for the pros. They appreciate the convenience and quality of shopping here; they’re not just looking for the lowest price. “Why do they like us?” he ponders. “It’s a lot to do with relationships. If a new builder comes to town, he asks Building-Products.com

around and they say, ‘Go to Grogan’s; they’ve taken care of me for 10 years.’ They don’t go to Home Depot, where you park and have to walk a mile, and then the guy sells lawnmowers and can’t mix your paint.” (Speaking of paint, Benjamin Moore is another prime vendor that sets Grogan apart.) When Greg ran out of room at the original location and decided to expand, he also decided to inaugurate another service (and cash cow). Thus, three years ago he added a Design Department (along with needed office space) in a warehouse two miles distant. “It came at the right time; we were growing, big-time. The economy was taking off again. It’s staffed by four salespeople and displays all our windows and doors and siding, painted in different Ben Moore colors. It also provides a conference room where builders and architects can sit down with their clients, with a big TV for presentations, wi-fi and refreshments.” The timing for that new addition was ideal, because, says Diane, “new construction is gradually bouncing back after it hit bottom in 2008.” And Grogan’s is doing business, beyond remodeling, with these single-family custom builders, too (“No tracts,” swears Greg, “we’ll leave those for the big guys.”) And that means adding contemporary looks to Grogan’s traditional stable of Traditional styles. Sifting through photos of projects on the company’s website is like paging through a glossy shelter magazine. Yup, there’s the façade of Restoration Hardware—one of Diane’s clients. And that coup has led to loads of other new business, as homeowners swarm in saying, “I want windows and doors that look just like that!” Check out, too, the photos of the Idea House in Galveston that Grogan sup-

plied—“really cool,” agrees Diane. “Plus, that developer just came in and wants to work with us again.” Grogan utilizes that website to spread the word, supplemented by a very active presence on Facebook, where each location has its own page. A designated person updates them every weekday, celebrating everything from birthdays to new products and projects. Builders’ Appreciation Day is another of Grogan’s effective efforts to capture loyalty. Sure, many a yard slates such an annual event, but Grogan’s vendors swear this is one of the best: “Your crowd’s very involved; they ask questions. They visit all our booths; they’re not just here for the free food.” Oh, not to worry: There’s food, too. There’s also a popular contest for the best booth and raffles and give-aways that culminate in a grand-prize getaway at a swell resort. So, what does the future look like? Houston, is there still a problem? Diane reports, “People are still cautious, putting off decisions, waiting to see. Oil prices are still low, too, and it can be hard to get bank loans. There have been some layoffs and consolidations around town. Lots of existing homes for sale, too.” But, you know what? That’s what keeps Greg on his toes. “It’s fun. I love waking up each day.” And that’s what matters. Carla Waldemar cwaldemar@comcast.net

The beauty of the forest is yours to sell Fencing • Decking • Timbers • Dimension • Siding

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(831) 457-5039

March 2017

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OLSEN On Sales By James Olsen

Command presence C

is a term developed by the armed forces to speak about those who lead, especially others, into battle. Like salesmanship, many believe we either “have it” or we don’t. The armed forces, the police and Reality Sales Training believe we can train ourselves to be leaders, to have command presence. OMMAND PRESENCE

Sales = Leadership Once we start asking people to give us their money, we are in a leadership position. In many circumstances we are giving expert advice about our product or market. We are asking our customer to put their job or business on the line based on our opinion. One of the biggest mistakes in sales is acting like a servant. We cannot service our way to the top of a sales business. The problem with servant-selling is that it works. Just not enough. We can get some business from time to time being a lick-boot, but we are fighting over the scraps left by the master sellers who are leading their customers in the sales process.

Leadership Sales There are several ways that we can show command presence and lead our customers. Be prepared to close. Sellers tell me that it is more and more difficult to get buyers on the phone (or in person). I agree. Since it is true we need to be ready to close at all times. Too many sellers call (on) a customer and are not prepared to sell/close them. They might be able to get close to an order, but have to “check on one more thing” before they can take the order. This is the opposite of command presence. This tells the customer that the seller doesn’t care enough to do the work ahead of time. Many sellers have the attitude, “Why do all that work when they might not buy?” That’s like a cop saying he will put bullets in his gun when he needs to. These sellers are correct but poor. A lot of customers do say no. The master seller ignores the no’s and prepares every call like it is THE call. Master sellers are ready with all the details necessary to close. The master seller has more than one idea or product to promote. This readiness is sensed immediately by all customers. Whether the customer buys or not they feel the preparedness of the master seller and remember it.

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March 2017

When the seller with command presence calls the second time the customer knows before the meeting that they will be expected to buy. The master seller makes selling look easier because it is easier when customers know what is expected of them. The opposite is also true. When a salesperson is not prepared the customer senses it—also immediately. These sellers invite poor treatment and receive it. Stop asking “What do you think?” This is a weak and subservient question. We have prepared our offering. We are calling the customer because we think it is a good deal for them. We present it as such and say, “So how many of those can you use?” This positively assumptive phrase shows command presence and demands a business response (which puts us ahead of 90% of the salespeople who don’t even ask for the order!). We will find out what our customer thinks when they say yes or no. Be confident when giving the price. Many sellers stiffen up when they give the price. Some cough or ahem right before they give the price. This nervousness is sensed by the customer and makes them hesitant to buy. Practice giving the price with a smile. Relax and assume you have the best deal and act like it. Stand up for yourself… by asking for the order. The paradigm in many industries is, “Give me your number and I’ll get back to you.” Too many sellers go along. “Why make waves? If I’m nice and do it their way, they’ll like me better and they buy from me.” This is not true. The salesperson who “goes along” is easy to say no to. This is our “command presence” moment. It is as simple as saying, “Hang on a second, Sara. Why don’t you buy it from me this time?” Humans want and need leadership. In sales, as in life, when we lead, some will follow. James Olsen Reality Sales Training (503) 544-3572 james@realitysalestraining.com Building-Products.com

EVANGELIST Marketing By Alex Goldfayn

Choices Y

OU HAVE A CHOICE.

We all have a choice. Every time we learn something, or decide something, we have a choice. For example, as some of you may have heard me say at my speeches: when you attend a learning event, you really have two choices: • How can I fit what I am learning here into my world, and figure out how to make this work for me? • This is not for me. This will never work. Henry Ford famously said, “Whether you think you can or you think you can’t, you’re right.” Which means, if you believe that you can take what you hear at an event and apply it to improve yourself, or your work, you would be right, and you will do exactly that. This is what Carol Dweck calls a growth mindset. Or, conversely, if you believe that what you’re hearing is nonsense, the boss paid for this workshop which we don’t really need—because don’t tell me how to do my job—then you would also be right. You won’t learn much, and you will apply nothing. The fascinating thing to me here is that you’re spending your time at the event anyway. You have to be there. So why not look for ways to make it work for you, as opposed to actively resisting it!? Why not choose the option that helps you get better? It’s up to you! And so, we all have choices to make. We can choose, for example, to be optimistic that we will make a sale when speaking with customer, in which case we will have a real chance to do so. On the other hand, we can decide to be pessimistic about making the sale. If so, I would bet my children’s’ college money that you won’t make that sale. (We’ve all received phone calls from salespeople who don’t believe what they’re selling. Do you ever buy from them?) Who do you think performs better, optimistic salespeople or pessimistic ones? (If you’re not sure, study after study finds optimistic salespeople significantly outperform pessimistic ones.) Since we get to decide our mindset going into the call, why not pick the one that’s advantageous to us? The one that can help us bring more money home to our families! We also have a choice about whether we will sell in person or on the phone, or, because we fear rejection, to sell by email. Which do you think is more effective? Also: you can choose to actively, systematically ask

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March 2017

for referrals on the phone and in person, or you can choose to shy away from them, because it might offend the customer. Interestingly, customers love to give us referrals. It makes them look good to their friends and colleagues, and it puts us into their debt. A good referral brings glory from all sides for the referral giver. And yet, we usually choose to withhold this glory from them by not asking for the referral. Same goes for testimonials. We can choose to ask for them, on the phone, regularly and consistently. Or we can choose to let our work do the talking, and keep the conversation focused on our products and services, as opposed to the great ways we help our customers. Which do you think is better for your business? We have a choice about whether to ask for the business every time the opportunity arises, or to avoid doing so while hoping the customer places his money into our hand, closes our hand, and moves it for us into our pockets for us. Actively is always better. The customer has come to you. They’ve presented their problem. They’re interested in your help. And yet you choose to not ask to help them, and thereby you avoid helping your company and your family. When you are avoiding something, ask yourself: is this helpful to me and my family, or harmful? If it’s the latter, why choose it? Are you more comfortable putting yourself into a position of disadvantage? Many times a day, you have choices to make. One will help you, your customers, your employer, and your family. The other will harm all of them. Which will you choose? – Alex Goldfayn runs The Revenue Growth Consultancy and is author of The Revenue Growth Habit. Visit www.evangelistmktg.com. Alex Goldfayn The Revenue Growth Consultancy alex@evangelistmktg.com

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nomical,” explained barrettSF’s Jamie Barrett. “The ‘Sustainable Footage’ idea allowed us to dramatically extend the TV campaign and highlight redwood sustainability at the same time.”

BIP Adds Seattle Dealer Building Industry Partners’ Homewood Holdings division has acquired pro dealer Evergreen Lumber, Port Orchard, Wa. Founded in 1939, Evergreen serves local, regional and national homebuilders and contractors, as well as DIYers throughout the greater Seattle and Puget Sound markets, from its Port Orchard yard and nearby door and trim facility. With the close of the deal, former Evergreen Lumber owner and president Jeff Swan is retiring after 50 years with the business, but will remain an advisor and shareholder. Keith Elledge, who has worked for Evergreen for the past 22 years, will continue as vice president. The facilities join Sacramento, Ca.based Homewood’s three branches in California, and the company will continue to seek additional pro dealers in the Pacific Northwest to partner with or acquire.

Humboldt PR Revives Talking Redwood Plank Humboldt Redwood Co., Scotia, Ca., is repurposing its television advertising campaign for the social media realm to showcase the building material as a beautiful, versatile wood that is also sustainably harvested. Agency barrettSF created the campaign out of scraps of its original TV work, in which a droll redwood plank pitchman touted the strength and beauty of redwood. The five “Sustainable Footage” videos are publishing into

Venerable San Francisco Retailer Expands San Francisco mainstay Center Hardware & Supply Co. has moved its 30-year-old Potrero Hill store to a larger, 20,000-sq. ft. building in the city’s Dogpatch neighborhood. The expanded quarters will allow the 137-year-old retailer to stock 30% more products, according to father/ daughter tandem Keith and Jamie Gentner, co-owners since 1980. REDWOOD TV ad campaign has been reformatted for social media.

March on Humboldt Redwood social channels such as Facebook, Twitter and Instagram. Each video opens with an upbeat ’80s-style jingle. “Sustainable Footage: Old commercials, now with new words!” Ranging from 30 to 45 seconds, each video opens with the plank sitting on the knee of a builder as if he’s a ventriloquist’s dummy. From there, he points out the benefits of redwood or free associates about whatever’s on his wooden mind. “This footage has been recycled in an effort to reduce our commercial footprint,” the screen says. “Humboldt Redwood wanted a lot more content, but we had to be eco-

SUPPLIER Briefs Hampton Lumber , Portland, Or., upgraded and restarted the former Banks Lumber sawmill in Banks, Or. The mill closed early last summer and Hampton stepped in to purchase it about two months later. Bazooka Lumber & Livestock relocated to a larger, 3+-acre facility in Lovell, Wy.

Humboldt Redwood Co. lost a heel boom log loader in a Feb. 8 fire at its Scotia, Ca., sawmill. The cause has not yet been announced. Firestone Building Products Co., Indianapolis, In., has agreed to acquire Gaco Western , Seattle, Wa., producer of silicone roofing systems and spray foam insulation. The deal was set to close before the end of 1st quarter 2017.

National Nail , Grand Rapids, Mi., has expanded its warranty on CAMO Edge Deck Screws to cover the replacement of deck boards when directly related to the non-performance of the fastening system. Huttig Building Products, St. Louis, Mo., has relaunched www.huttig.com, and Nu-Wood has a new website at www.nu-wood.com. Anniversaries: Georgia Pacific Corp., Atlanta, Ga., 90th … Swaner Hardwood Co., Burbank, Ca., 50th … Pacific Alaska Lumber , Lakewood, Wa., 10th.

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March 2017

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At Royal Pacific youâ&#x20AC;&#x2122;ll pay no more, but get extra. We guarantee it.

Hi-borÂŽ brand treated wood is a borate treated wood product designed for interior house framing in Hawaii. Hi-bor treated wood resists attack by Formosan and subterranean termites and numerous household insects and pests, as well as fungal decay. Hi-bor borate treated wood is also backed by a 20 year limited warranty*.

Patrick Lumber Acquires Segment of Maryâ&#x20AC;&#x2122;s River Operations Patrick Lumber Co., Portland, Or., has acquired a portion of Maryâ&#x20AC;&#x2122;s River Lumber Co. in Philomath, Or. The eight-acre purchase encompasses five dry kilns and the reman plant. McCool Millworks, Sweet Home, Or., will head operations. The Philomath operation will begin by processing primarily high grade Douglas fir and hemlock lumber, creating an opportunity for a dozen employees with plans for expansion. This deal is expected to boost Patrick Lumberâ&#x20AC;&#x2122;s processing capacity by 20%. Established in 1915, Patrick Lumber is a secondary manufacturer and exporter of niche high grade softwood products sold to distributors throughout the world.

Newhall Gets New Hardware Store Newhall True Value, Newhall, Ca., was soft-opened March 1 by Chris Smalley and Dave Shiers, with plans for a formal grand opening later this month. At just shy of 10,000 sq. ft., the new store will reflect its local community, with extensive equestrian, farm and ranch, paint and tool departments, and a snug lumber area.

ProWood Unveils Dealer Program FireProÂŽ brand fire retardant treated wood is treated with a patented formulation that contains no phosphates and has been shown to exhibit exceptional fire performance properties without compromising other critical engineering properties such as strength, durability, corrosivity, and hygroscopicity. FirePro treated wood is also backed by a 50 year limited warranty*.

Universal Forest Products has rolled out a new branding and dealer program to support its ProWood treated lumber. The new ProWood Proud Dealer Program provides dealers with access to advertising funds, print and digital marketing support, merchandising displays, rebates and other perks that will help dealers deepen customer loyalty while showing that they are ProWood Proud. Dealers also have access to local reps who can address their specific needs. The updated branding includes a new tagline that captures ProWoodâ&#x20AC;&#x2122;s commitment to be the best: Never Settle.

Random Lengths Updates Guides

Advance GuardÂŽ borate pressure treated lumber is recommended for sill plate, furring strips, joists, studs, roof trusses, blocking, rafters, beams, and other framing applications. Advance Guard is also recommended for fascia, trim, wall sheathing, roof sheathing, and sub-floors. Advance Guard borate pressure treated lumber is also backed by a lifetime limited warranty*.

Providing Customer Satisfaction in All We Do

Random Lengths has published the latest editions of two leading reference guides serving the North American softwood forest products industry. At more 792 pages, the 2017 Big Book is the largest and most widely recognized directory of the industry, featuring 3,727 company listings and a personnel index with nearly 15,600 names. More than 85% of the listings have changed since the prior year. The 2016 Yearbook provides 11-year price histories for 310 key lumber and panel items, plus composite prices, economic data, production statistics, market activity timelines, and an international section. Both books are available from www.rlpi.com.

TAMKO Envisions New Sites 1 0 #PY t .D.JOOWJMMF 03 t '"9 540 800%

%JLF 3PBE t 3BJOJFS 03 t 'BY * See product warranty for details. Hi-borÂŽ, FireProÂŽ and Advance GuardÂŽ treated wood products are produced by independently owned and operated wood treating facilities. Hi-borÂŽ, FireProÂŽ and Advance GuardÂŽ are registered trademarks of Koppers, Inc. ÂŠ10/2014

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March 2017

TAMKO Building Products has enhanced its company website, tamko.com, and incorporated a new hub for all things deckingâ&#x20AC;&#x201D;EnvisionDecking.com. The updated corporate site, which went live earlier this year, features a cleaner design with a more engaging consumer experience, and quick, easy access to visualization tools, product photos, and useful information. The decking site will be loaded with helpful new content for homeowners and even links to an array of social media sites for full engagement. Building-Products.com

THINKING Ahead By Chris Knowles, Oregon State University, and Dr. Robert Smith, Virginia Tech

Attracting students to a wood products education How to improve enrollment among the young

HERE’S PLENTY OF

chatter these days about Millennials and their seeming aversion to the wood products industry, but the reasons behind this trend probably aren’t what you’d expect. Yes, recruitment has been a consistent challenge for college and university curricula that prepare students for a career in this line of work. However, based on our experiences with the programs at Oregon State University and Virginia Tech, it’s not because young people have a negative perception of the field or because they believe the sector isn’t “sexy” or rewarding enough. The reality simply is that the vast majority of high school and post-secondary students are greatly unaware of the multitude of opportunities available in the wood products industry.

How Do We Get Students in the Wood Programs? Some start school with a better understanding than others. Those with an intimate connection to the industry—usually through a family member with a relevant background—don’t equate it with “pulling green chain,” mill grunt work that’s now virtually obsolete. Rather, they understand that the possibilities awaiting them in this farreaching industry are practically unlimited, with focuses including everything from sustainability and life-cycle analysis to buildings and energy. They typically come into the programs as freshmen, with an idea

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already of what they want to do with their degree. This is the exception rather than the norm. Far more often, our students take a less direct route to joining the department. Some transfer in from community colleges, while others are already in place but are still undecided and taking general coursework. Many, though, have declared another major—largely based on a desire to meet parents’ expectations of them. According to a study conducted at Virginia Tech, students form a strong interest early on of what they want to be when they grow up; and that perception is shaped by the influences of their circle. For example, with Mom and Dad pushing for an education in engineering, architecture or business—some of the largest areas of study from which we can recruit stu-

March 2017

dents—that’s often where they start. When that initial course of study doesn’t measure up to the students’ interests, they often find the wood products programs to be a better fit.

Recruitment Efforts On-campus recruitment efforts religiously target these students, so why does enrollment in wood programs remain persistently low? Historically, based on what we have seen over the years at OSU, Virginia Tech, and a few other schools, the numbers typically range between 3070 students. Virginia Tech currently has about 60 in its sustainable biomaterials degree program, roughly comparable to enrollment in OSU’s wood science and engineering curriculum. Virginia Tech would like to see enrollment climb to 200 (including graduates and undergraduates)

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A Special Series from North American Wholesale Lumber Association by 2022; and OSU has a goal of doubling its enrollment during that five-year window. Both of our institutions have explored numerous tactics to increase enrollment. We’ve had a modicum of success with hiring full-time recruiters, but this is costly and not sustainable. Both also have undergone image makeovers by tweaking the name of the degree programs—a tactic taken elsewhere, too—to better reflect the range of industry and to hopefully draw in more females and minorities. While the Virginia Tech program historically has been populated by male students, with females once comprising less than 10% of the department, the 2012 switch from Wood Science & Forest Products to Sustainable Biomaterials made an impression. Coupled with the addition of a packaging science degree and a sustainability society option, the changes have helped drive female and minority participation up to 40%. OSU has seen similar gains since re-christening its Wood Science & Technology program, which had trended at about 80% male enrollment in the past. After reinventing the coursework under the banner of Renewable Materials and reshaping its messaging to specifically invite gender diversity, females now account for more than half of enrollment. The OSU program also has experimented with fun and informative YouTube videos to engage students, but social media outreach efforts have had mixed results and uneven impact. However, one strategy that consistently produces results is employing students to recruit their peers. They hold seats on the recruitment committee at OSU, adding another perspective on what steps can be taken to attract a younger crowd. At Virginia Tech, they are known as Student Ambassadors who speak at different clubs and to various groups. On campus, students recruiting students has shown the most success. Without a doubt, their role in bringing attention to the different wood curricula is critical.

What More Can Be Done? Even with the gradual improvement and small gains in recent years, much more needs to be done. Importantly, we need to find a way to elevate our programs to the status of “destination degree.” College recruiting efforts must start in prospects’ prime decision years: grades 10, 11 and 12. Right now, we are not front of mind with these teens—many of whom don’t even learn about this major and its myriad opportunities until well into their college journey. Virginia Tech recently hired a college recruiter who spends time with school counselors and science teachers and speaks in high school classes. This has shown some success in the past two years. Unless we can become a destination degree, our programs will continue to struggle with ups and downs in enrollment. That suggests the need for a campaign of awareness about the industry: what kind of jobs there are to be had, what level of salaries can be expected (they’re on par with those in the engineering and business sectors, by the way), and what kind of impact can be made. When asked about their future careers, young people

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often say they want greater independence and responsibility earlier in their careers; that they want opportunities for improvement, training and professional growth; and that they want to feel they are contributing to an organization’s success. Even more so, they overwhelmingly express a desire to “make a difference.” Typically that involves ideals like helping the environment, making the world a better place, and giving back. Perhaps we haven’t done the best job of showcasing the wood products industry in this light. We are one of the most environmentally important sectors there is: wood is a natural, renewable resource. Trees clean the air and water. The forest products industry provides critical employment in rural communities, and the global impact is sweeping. We’ve never tried to sell the industry as “sexy,” but it certainly has the potential to be tremendously fulfilling and even lucrative—this is the message we need to spread. Finally, companies have to step up. We at the universities are in the business of educating and graduating students who get jobs, so we have a vested interest in seeing them succeed. But industry has a stake as well. Recruiting and retaining new talent is one of the biggest challenges facing the sector. As much of the current workforce nears retirement, appealing to younger workers should be a priority. Companies must realize that spending time and money on student recruitment is an investment in their future; they must be proactive about pursuing this next generation of employees. At the corporate level, firms would do well to establish strong ties with high schools and universities. At the organizational level, maybe NAWLA should also consider supporting a committee or campaign focused on this area. Engaging the next generation is currently one of NAWLA’s three strategic initiatives, and recruiting more young people into the industry is a top-of-mind issue with the organization’s leadership. This begins with NAWLA establishing broader relationships within the university community. Whatever path we take, we need to get there together or risk watching wood programs quietly disappear from the academic landscape. So, rather than seeking to reverse an imaginary resistance to the industry, we instead must target the real problem and address it by educating young people on just how far a wood-focused degree can take them. – Chris Knowles is associate professor of wood sciences and engineering at Oregon State University, Corvallis, Or. (chris.knowles@oregonstate.edu), and Dr. Robert Smith is professor and head of the Department of Sustainable Biomaterials at Virginia Polytechnic Institute & State University, Blacksburg, Va. (rsmith4@vt.edu). About NAWLA: North American Wholesale Lumber Association is the association that delivers unparalleled access to relationships and resources that improve business strategy and performance through sales growth, cost savings, and operational efficiencies for wholesalers and manufacturers of forest products and other building materials that conduct business in North America. Learn more about how NAWLA can help your business at www.nawla.org.

March 2017

The Merchant Magazine

IRE Booth #2000

DIAMOND CELEBRATION: Six-unit San Diego dealer J&W Lumber will celebrate its 60th anniversary April 22 with a special evening event aboard the USS Midway Museum to thank its vendors and contractor customers.

LMC Dealers Go to Wharton More than 50 LMC dealers attended the third LMC Advancing Business Acumen course held recently in Philadelphia, Pa. The week-long program at the renowned Wharton School of the University of Pennsylvania is in high demand since its original development for LMC’s Aspiring Leaders group. This year’s attendees included managerial staff of all ages and positions from LMC Dealers across the country. John Somerville, LMC president, said, “The program with Wharton provides a valuable experience and is another example of how LMC dealers set themselves apart. This high-level executive education is tailored to the building materials industry, and creates an environment where we are encouraged to think differently to meet the challenges of today and tomorrow.” The exclusive event is often described as a “firehose of information” with Wharton professors covering everything from financial accounting to strategic management. Attendees are confronted with a real life case study that analyzes a lumberyard from a high-level perspective and then challenges the participants to work together in groups and make strategic decisions. “This course is all about ‘stretch-thinking,’ process driven problem solving, and recognizing that our most valuable resource is within collaboration, communication, and leadership. Wharton’s distinguished history combined with LMC’s commitment to dealers is addressing the future head-on,” said attendee Larry Huot of Lavalley Building Supply in New Hampshire.

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March 2017

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ASSOCIATION Update West Coast Lumber & Building Material Association has recruited Dr. Haveman, principal at Marin Economic consulting, to provide a discussion of the current state of national, state, and regional economies at its 2nd Growth meeting March 16. Held at Hilton Garden Inn, Fairfield, Ca., the event will include dinner and a reception. Haveman’s presentation will cover the prospects for the construction industry and the nature of federal and state policy changes and their likely impact.

Westin La Paloma Resort & Spa, Tucson, Az. Speakers include Matthew Missad, Universal Forest Products; Dick Molpus, Molpus Woodlands Group; Nick Arkle, Gorman Brothers; Steve Bobb, BNSF Railroad; Jim Cline, Trex; and Claudia St. John, Affinity HR. A Legends of Lumber panel, moderated by Collins Cos.’ Grant Phillips, will feature Steve Killgore, Roseburg; Steve Boyd, Manufacturers Reserve Supply; and Steve Weekes, Weekes Forest Products.

Western Building Materials Association has posted a March 24 deadline to apply for its Link Educational Scholarship.

Moulding & Millwork Producers Association will hold its 54th annual business meeting March 27-31 in Williamsburg, Va. Key sessions will cover “How to Grow Demand for Moulding & Millwork” and the “Geographical Production & Consumption Study for Hardwood, Softwood, MDF and Poly Products.”

North American Wholesale Lumber Association is encouraging decision-makers from across the forest products industry to attend its Leadership Summit March 12-14 at

Southern California Hoo-Hoo Club is hosting a speaker meeting and networking event April 26 at San Dimas Golf Course, San Dimas, Ca. Tacoma Olympia Hoo-Hoo Club will have a board meeting March 15 in Tacoma, Wa. International Wood Products Association is gearing up for its 61st annual World of Wood convention April 5-7 at Hotel Nikko, San Francisco, Ca. The event will offer training sessions and keynote speakers who will touch on such topics as economic trends and market projections for wood products, U.S. customs classification and audits, EPA & CARB formaldehyde emission rules, sustainable trade opportunities, and leadership and business strategies. American Wood Protection Association will gather in Las Vegas, Nv., April 9-11 for its annual meeting at The Encore at Wynn.

LOS ANGELES Hardwood Lumberman's Club presented a check for $12,000 to the Hardwood Forest Foundation during the club’s Feb. 9 meeting at Danny K's in Orange, Ca. The proceeds, which will be used to promote sustainable forestry education, were raised from the annual Alan Bohnhoff Memorial Golf Tournament. Next LAHLC meeting: April 22.

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March 2017

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SELLING with Kahle By Dave Kahle

Creating a powerful sales plan F

IELD SALESPEOPLE have a unique aspect to their jobs— they have the ability to decide what to do every moment of every day. The need to make this decision— where to go, who to see, who to call, what to do—distinguishes the sales profession from most others. I’ve often thought that the quality of this decision, more than any other single thing, dictates the quality of the salesperson’s results. Consistently make effective decisions and your results will improve. Make thoughtless, habitual or reactive decisions, and your results will be subpar. One way to ensure you make good decisions about your selling time is to create a comprehensive sales plan. What’s a sales plan? A written, thoughtful set of decisions about the most effective things you can do. A sales plan should be the result of some good thinking, wherein you analyze and prioritize a number of different aspects of your job. A good sales plan addresses different time durations and different aspects of your job.

Annual Planning Retreat Every salesperson should discipline himself/herself to an annual planning retreat. Set a day or two aside, every year, to engage in some serious planning. Turn off the phone, shut down the email, and immerse yourself into deep thought about the coming year. Begin by specifying a series of annual sales goals. What, specifically, do you want to accomplish this year in your job? I recommend no more

than five specific sales goals. Typically, one of these goals describes the total volume of sales dollars you want to create. Another may describe the number of new customers you want to acquire. Another may relate to the number of high potential customers with whom you want to increase your business. Regardless of what your goals are, an annual written, specific set of goals is the beginning of a sales plan. Next, give some thought, and express that thought on paper, as to your basic strategy to accomplish those goals. If you are going to acquire 20 new customers, for example, exactly what are you going to do in order to accomplish that annual goal? Classify all your accounts by their potential. Rank them in order, identify the highest potential, and then plan to spend more time with the highest potential. Reorganize your filing system; throw out the obsolete hard copies and delete the unnecessary electronic files. To do this well, you will need to devote a full day or two. This annual exercise is the first part of a good sales plan.

Monthly Plan Next, you should develop a more detailed plan every month. Produce a one or two page document which contains your specific commitments to the most effective actions. Once again, you are required to analyze and prioritize your efforts in regards to a number of issues. First, your monthly objectives: What do you want to accomplish relative to the annual goals that you set? If you said you wanted to sell $2,000,000 worth of your goods this year, how much do you have to sell this month? Each of your annual goals should have a monthly component. Next, you should address your prospects and customers. In order of priority, in which prospects and customers should you invest your time? That priority often takes the form of a methodical and objective ranking into categories—typically A, B and C—based on potential. The sales plan then describes your plan for coverage of the A’s and B’s. You should address the CTM opportunities, regardless of where they occur. CTM stands for Closest to the Money. Analyze and prioritize your efforts related to those opportunities within your territory that are closest to the money. What are you going to do to bring each of them to fruition? Specify each, the dollar amount of the opportunity, and (Continued on page 36)

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March 2017

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March 2017

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Creating a Powerful Sales Plan

Americaâ&#x20AC;&#x2122;s #1 Lattice

(Continued from page 34)

what your actions should be. Your company may have certain key products or product lines that it wants to emphasize. If so, youâ&#x20AC;&#x2122;ll need to analyze and prioritize your efforts in regards to those product lines. What will you do this month to increase sales of those product lines? What specific actions will you take, in which specific accounts? Finally, what will you do this month to improve yourself? What classes or seminars will you attend? What books will you read? What CDs will you listen to? Note that all of this addresses not every action you will take, but rather the most effective actions. You can note these things on a page or two. Donâ&#x20AC;&#x2122;t think that you can keep all this in your head, and skip the discipline of writing it down. Writing each specific action and strategy down, whether itâ&#x20AC;&#x2122;s on a yellow pad or a computer document, forces precise thinking. The written word also commits you to a degree much deeper than if you keep the idea locked in your head. After you have completed this monthly sales plan, itâ&#x20AC;&#x2122;s time to schedule your time. Lay out a plan for each day for the next 30 days. Where will you plan to be and who will you plan to see? Reflect first your priorities from your monthly plan. Then fill in the non-priority calls. You and I both know that your days will rarely go according to plan. However, without a plan, you will have totally given up the ability to control and manage your time. By having a plan you have something to fall back on, something to refer to, some benchmark by which to measure the constant and urgent demands on your time. So, there is an annual component to your sales plan, as well as a monthly discipline. But you are not finished yet.

Weekly Plans

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March 2017

You need to reorganize and recommit to your monthly time and territory plan each week. Adjust your plan based on what actually happened the previous week. If you didnâ&#x20AC;&#x2122;t get to see an A account that you had planned on seeing, can you see them this week instead? Make your adjustments each week. Each week, at the end of the week, spend some time planning and preparing for the upcoming week.

Daily Plans Finally, you must plan each sales call. What do you want to accomplish in each call? What do you need to prepare to accomplish it? Again, youâ&#x20AC;&#x2122;ll be more focused and committed if you write down a specific outcome youâ&#x20AC;&#x2122;d like to achieve in each call. Keep in mind sales is a process, consisting of a series of steps the buyer and seller take to come to a good decision. Your outcomes should be narrow and specific. Like: â&#x20AC;&#x153;Acquire the info I need in order to structure a proposal,â&#x20AC;? instead of â&#x20AC;&#x153;Sell this account.â&#x20AC;? The creation of a sales plan isnâ&#x20AC;&#x2122;t a simple, one-time event. Rather it is a discipline that involves a commitment of time and thoughtfulness at specific intervals in the year. Itâ&#x20AC;&#x2122;s also a powerful tool that enables professional salespeople to consistently make good decisions about the most important question they face: Where to go and what to do? â&#x20AC;&#x201C; Dave Kahle is a sales trainer, presenter and author of 12 books, including the best-selling How to Sell Anything to Anyone Anytime. Reach him at (616) 451-9377 or dave@davekahle.com. Building-Products.com

Waterborne Acrylic Urethane Enamel

Robust exterior waterborne performance for siding, molding, and trim Aquacron 200 waterborne acrylic urethane enamel delivers long-lasting protection over substrates where adhesion often proves difficult. • Factory-applied coatings so substrates are ready to go before they arrive at the jobsite • Works on primed wood, fiberglass, plastics, vinyl, and composites • Excellent resilience, durability, color stability, and chemical resistance • Available in a wide variey of colors • Meets AAMA 2603, 613, and 623 and WDMA TM-11, TM-12, and TM-14 specifications • VOCs < 2.0 lbs./gal. • Can be formulated with heat-reflective pigments To learn more, visit ppgmachineappliedcoatings.com or call 1.877.622.4277.

MOVERS & Shakers Nancy Daniels, Swanson Group, Glendale, Or., has retired after 50 years in the plywood indiustry. Dominick Cosolo is new to sales at Parr Lumber, Chino, Ca. Denny Huston, VP-sales & marketing, Boise Cascade Co., Boise, Id., is retiring May 1 after nearly 50 years in the industry, the last 23 years with Boise Cascade EWP. Jake Davis, ex-Rosen Materials, is a new account mgr. at Reno Lumber, Sparks, Nv. Matthew Smith, ex-Murphy Plywood, has joined Timber Products Co., Springfield, Or., as director of business development. Amber Poston is new as marketing mgr. Sara Anderson was promoted to inside sales mgr. Brent Siegel, exBoise Cascade, is now TP plant mgr. in Medford, Or. Garrett Miyake has joined OrePac Building Products, as Tyvek territory sales mgr. for the Hawaiian Islands. Chad Stocking, formerly with Associated Materials, is a new commercial Tyvek specialist for OrePac, Salt Lake City, Ut.

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Mark Lienhart is new to logistics and procurement at Pacific Alaska Lumber, Anchorage, Ak. Gary McDougal, ex-Guardian Building Products, has been named CEO of CWallA, Spokane, Wa. Terry Oâ&#x20AC;&#x2122;Reilly, ex-Builders Millwork Supply, has joined the sales force at Husky Door, Lake Stevens, Wa. Matthew Guynes, ex-Metal Sales Mfg., is now with Simpson StrongTie, as a branch truss specialist for the Pacific Northwest, based in Spokane, Wa. Jenny Vasquez has been named director of human resources for Kodiak Building Partners, Denver, Co. Cameron Krauss has been appointed senior vice president-legal affairs for Seneca and Jones, Eugene, Or., succeeding Dale Riddle, who has retired after 21 years as the firmâ&#x20AC;&#x2122;s in-house legal counsel. Andrea Howell, ex-Weyerhaeuser, has joined Sierra Pacific Industries, Anderson, Ca., as corporate affairs director.

March 2017

Korina Korkeakoski, ex-Capital, is a new account mgr. at International Wood Produts, Portland, Or. Paul Zech, ex-Brentwood Corp., is now millwork products mgr. for CSD Millwork, Seattle, Wa., serving the Pacific Northwest and Hawaii. Alexandra Gerritsen is now director of technology for Cali Bamboo, San Diego, Ca. Tony Nichols, ex-Bridgewell Resources, has been appointed Portland, Or.-based Northwest sales mgr. for North American Tie & Timber. Patrick Clune, ex-Weyerhaeuser, is new to Campbell Group, Portland, Or., as forest planning analyst. Michelle Booth is now Stockton, Ca.based territory account mgr. for Boral Roofing. Kevin Gulbranson, ex-Metrie, has joined BW Creative Railing Systems, Maple Ridge, B.C., as territory mgr. for western Canada. Linwood Gill is now chief forester at Usal Redwood Forest Co., Fort Bragg, Ca.

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John King, National Gypsum Co., Charlotte, N.C., has been promoted to VP of business development. Jocelyn Wong has been promoted to chief marketing officer of Lowe’s, Mooresville, N.C. She succeeds Marci P. Grebstein, who has left the company. Michael Cobb, ex-Nichiha, is new to DaVinci Roofscapes, Lenexa, Ks., as VP of sales & marketing. Jason Tedrow, ex-SPEC Engineering, has been named vice president of supply chain for James Hardie Building Products, Chicago, Il. Jim Shorts is organizing after-work athletic programs at MungusFungus Forest Products, Climax, Nv., according to co-owners Hugh Mungus and Freddy Fungus.

APP Watch

App: Bostik Construction USA App Produced by: BOSTIK Price: Free Platforms: iOS, Android Bostik’s new mobile app is a jobsite specification tool that assists architects, construction professionals, and DIYers with construction adhesive selection and proper installation. The free app features the Bostik Grout Calculator, Bostik training videos, and product catalogs that offer quick and easy retrieval of product information. The program also includes direct links to technical support and Safety Data Sheet Requests. – Download from iTunes App Store or Google Play Store

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March 2017

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NEW Products

Worthy Windows Safety-First Insulation Knauf Insulation is offering an alternative to sprinkler systems in multifamily interstitial spaces with the introduction of Inner-Safe concealed space batt insulationâ&#x20AC;&#x201D;safeguarding residents and property while meeting building codes for multifamily applications. Inner-Safe is a new, non-combustible glass mineral wool batt insulation that exceeds National Fire Protection Association 13 Standard requirements.

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The 1620 Vinyl Single-Hung window from MI Windows & Doors combines handcrafted quality and long-term performance attributes such as heavy-duty weatherstripping and metal-reinforced meeting rails to ensure superior strength and durability. The window is the first one in the companyâ&#x20AC;&#x2122;s popular 1600 Series to offer operable archtop configurations. Coupled with an aesthetically pleasing beveled exterior profile, tilt-in sashes, and mortised recessed locks, the window is an ideal product for trendy renovations and new construction projects alike.

n MIWINDOWS.COM (717) 365-2500

Impressive Openings Sierra Pacific Windows debuted 12 new product innovations at the recent International Builders Show. Among the 12 new product innovations, the H3 Hurd mid-priced window was one that stood out. The window features advanced energy efficiency and superior quality. With its inventive Fusion Technology, the H3 integrates three components: extruded aluminum, vinyl and solid wood.

GCP Applied Technologies launched Perm-ABarrier NPS wall membrane, a primer-less, selfadhered air and vapor barrier membrane. Designed to save installation time and money, its speed of installation was reported to be twice as fast as comparable membranes that require a primer.

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March 2017

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The Perfect Pack Milwaukee Tool has expanded its Storage Solutions line with the introduction of the 18” Jobsite Rolling Bag and 24” Hardtop Rolling Bag. The bags are designed to address the needs of professionals who need the most durable mobile solution to transport tools, accessories, and other materials to and from the jobsite. They are constructed with 1680D ballistic material.

n MILWAUKEETOOL.COM (800) 729-3878

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 cement siding 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.

Portable Power A-iPower’s new SUA15000EC portable generator is designed with powerful 15,000 starting watt and 12,000 running watts. Its pure sine wave technology delivers less than 5% THD (total harmonic distortion), producing clean power to safely run sensitive equipment. Its high performance makes it an excellent choice for construction sites or backup for a commercial business or home.

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March 2017

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Storm Watch INO Technologies’ Weather Pro handheld device combines weather data with lightning detection. While most lightning detection devices rely on national weather data feeds requiring internet connection, INO has its own sensor providing real-time local lightning detection and direction anywhere, anytime— critical information necessary to keep your crews safe.

n INOTECHNOLOGIES.COM (720) 722-2850

Small But Mighty Saw Dwalt’s new Compact Reciprocating Saw features extreme runtime with an efficient brushless motor. At only 14.5” in length, the saw’s compact design allows it to fit in between 16” on-center studs and in other tight spaces. The saw features a keyless four-position blade clamp, ideal for flush cutting and versatility.

n DEWALT.COM (800) 433-9258

All-Natural Takes the Lead

Hose on the Go

Deckorators has added a new hue to its Vault Decking line—Hickory, a light brown shade with a natural wood tone variegation. It looks beautiful on its own or pairs well with Vault Mesquite for picture-framing, breaker boards and other inspired two-tone deck designs.

Hose 2 Go by Makinex provides a constant pressurized water flow for up to 30 minutes without the use of a pump, battery or electronics. Once the unit has been filled from a tap, the portable water supply unit allows users to suppress dust and keep the blade cool when cutting, core drilling, or grinding concrete.

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(855) 625-4639

March 2017

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Supply, a new 10,000-sq. ft. model store, had a focus on lawn and garden, outdoor living, farm and pet, while showcasing a variety of state-of-theart merchandising techniques that allow retailers to maximize their floor space. The store also showed off a new Smart Home products display that was portable and could fit in any retail environment. Founded in Memphis, Tn., in 1847, Orgill distributes hardware and home improvement products to customers in all 50 states, 10 Canadian provinces, and over 50 countries. Its fall market is set for Aug. 24-26 in Boston, Ma.

DESPITE EXTREME weather conditions throughout the country, most Orgill customers were able to travel to New Orleans with ease, resulting in exceptionally strong attendance at the wholesaler’s spring buying market Feb. 17-19.

Orgill Cleans Up in New Orleans Orgill, Inc. concluded another successful spring dealer market in New Orleans, La., where thousands of retailers from across North America and around the world gathered to take advantage of promotional discounts, see the latest in retail programs, and learn about trends impacting home improvement retailing. After receiving overwhelming positive response from customers both times the event has been hosted in New Orleans, Orgill has announced plans to add the venue into its rotation of host cities going forward. “We were very encouraged by the

energy and enthusiasm of our customers, especially those within the pro-oriented segment,” said Ron Beal, Orgill chairman, president and CEO. “Retailers are anticipating a good year, and judging by the activity and comments we heard from retailers at the spring dealer market, we have every indication that 2017 should be strong.” Along with the special deals available in New Orleans, Orgill also highlighted four separate Product Showcase areas at two retail concept stores at the show. Walnut Grove Hardware &

STORE-WITHIN-A-SHOW demonstrated the latest merchandising techniques.

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March 2017

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MARGIN Builders LED Retrofit

Farsighted dealer sees the light I

N A QUEST to improve operations and add to its bottom line profitably, Rosenberg True Value Hardware found an answer from above: the lighting systems in its stores. The Michigan retailer has two store locations serving the communities of White Cloud and Grant in rural Newaygo County. Owner and CEO Bob Rosenberg is committed to continuously examining ways to streamline operations without compromising a high level of customer service his staff delivers. Because his stores sell lighting, Rosenberg had kept an eye on the latest LED innovations and related pricing both as a merchandise option and as another potential way to adjust expenses in a tight retail environment. His 18,000-sq. ft. store in White Cloud had 480 8-ft. T8 florescent fixtures, while his 9,500-sq. ft. Grant store had 194 8-ft. T8 florescent fixtures. The stores’ existing 8-ft. fixtures used two T-8 florescent tubes, each using 59 watts per bulb or 118 watts per fixture. Rosenberg noted that the existing T8 florescent bulbs and ballasts were in the last half of their life and would have been replaced in the next two to four years. He calculated that it would cost his business $5 per lamp and $25 per ballast to relamp the store to fluorescent lamps. This gobbled up dollars that could be spent elsewhere. Energy efficient LEDs became an increasingly attractive possibility. Rosenberg studied the

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MORE BUSINESSES are switching out their fluorescent lighting for LED linear tubes, which improve illumination while consuming less wattage and offering a greater lifespan. (All photos courtesy of EarthTronics)

technology and the benefits it offers, including investigating rebates the local power utility offered businesses making energy-efficient upgrades.

LED Solution True Value’s lighting upgrade focused on securing the most energy savings at the lowest cost of labor and supplies. Careful research determined Rosenberg’s stores could enjoy significant energy savings by replacing each of the 8-ft. florescent lamps with two 4-ft. LED linear tubes using only 18 watts each. Wattage usage would go from 118 watts to 72 watts per fixture, thereby reducing consumption by 46 watts per 8-ft. light fixture. The new LED tubes also operate on line

March 2017

voltage, so the existing ballast was not necessary and was removed from the circuit saving an additional 10 watts per fixture. “LED lighting has been around for quite some time, but only until recently did it make cost-effective sense for businesses our size,” Rosenberg said. “We had researched the idea of changing over to LED lighting. But it wasn’t until we discovered the right mix of products that we started to understand that a full conversion made sense. When we combined these products with a rebate incentive from our utility provider, Consumers Energy, we found a cost-cutting solution that would offer a viable, measurable impact to our business.” Building-Products.com

MICHIGAN hardware store switched out its existing lamps with LEDs, providing huge money and energy savings.

“With LED bulb life at 50,000 hours, we won’t have to replace these new lamps for up to 10 years. This delays future product and labor expense for us,” Rosenberg said. “We also learned that LED lighting runs at a lower temperature than florescent lighting, reducing summer cooling costs.”

Energy & Fixture Solution Instead of purchasing new lighting fixtures for the new LED linear tubes, Rosenberg True Value decided to convert its existing 8-ft. florescent light fixture to one using 4-ft. LED linear tubes. Rosenberg found that a simple retrofit kit enabled the project to forgo considerable expense of purchasing new light fixtures with additional labor and material costs. It also easily allowed the hardware stores to use the 8-ft. metal housing from its existing florescent fixtures and quickly convert them to four-foot LED lighting. The kit made the conversion from 8-ft. to 4-ft. tubes relatively quick and Building-Products.com

simple. The conversion occurred during hours of operation with little or no inconvenience to the stores’ customers. In the White Cloud location, True Value replaced 480 8-ft. T8 lamps with 742 4-ft. linear LED tubes, while 194 8-ft. florescent tubes were replaced with 286 4-ft. linear LEDs at Grant. Conversions took about 15 minutes per fixture, enabling the entire install to be completed in 18 days, holding labor costs below $3,500.

Nice Surprise According to Rosenberg, it turned out the LED linear tubes were actually brighter than the florescent lamps. As a result, his stores did not have to use two 4-ft. LED lamps to replace every 8-ft. florescent tube. Both stores were able to reduce the number of the T8 LEDs used in the fixtures from four to two lamps. This was accomplished without changing in the quality of the light levels in each of the stores and resulted in additional energy savings with the reduced March 2017

power consumption. “We wouldn’t have attempted this major project unless we were able to minimize costs enough to have a short-term payback,” said Rosenberg. The cost of the T8 LED linear tubes from EarthTronics, Muskegon, Mi., plus labor cost $14,000. However, with the rebate from Consumers Power of $3,300, the total project cost was only $10,700. Rosenberg says initial project analysis estimated a payback period of a little over two years. Ultimately, after the project ended and he received the stores’ third energy bill, he realized payback would be closer to 18 months. “This is the first time we have been able to make a significant cut in what would be considered a fixed expense and succeeded to the point that it will actually improve the health of our business,” he said. “Consumers Power rebates gave us the incentive to pursue a project that led to using LED technology. It is one of the best things that has happened to our business in several years.” n

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Photos by The Merchant

NAWLA PORTLAND REGIONAL

NAWLA wholesalers catch up in Portland

Members of the North American Wholesale Lumber Association gathered at Riverplace Hotel in Portland, Or., Feb. 21 for the associationâ&#x20AC;&#x2122;s Pacific Northwest regional meeting. Members spent time networking and getting current with industry and association updates, thanks to a slate of speakers and panelists.

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March 2017

NAWLA CHAIR [1] Marc Saracco. [2] Panel led by Grant Phillips featured Carter Stinton, Tim Atkinson, James Taylor. [3] Aaron Linerud. [4] Trent Johnson, Dallas Reid. [5] Damien Fallin, Mark Inglis, Ron Liebelt, Gib Gibor, Kevin Dodds. [6] Patrick Kohnke. [7] Kris Lewis, Leslie Southwick. [8] Gordon King, Paul Owen, Gib Gibor. [9] Anthony Muck, Mike Limas. [10] Maria Frigo, Dave Stinson, Cami Waner. [11] John Percin, Steve Loebner, Bart Bartholomew. [12] Mike Jarman, Andy Jones, Chris Knowles. [13] Brittany Coltrane, Joshua Bossard. [14] Grant Phillips, Mark Mitchell, Eric Schooler. [15] Mark Inglis, Harpal Dhillon, David Sandur. [16] Marc Saracco, Kalayna Crook. (More photos on next page) Building-Products.com

NAWLA PORTLAND REGIONAL Photos by The Merchant

NAWLA IN THE NORTHWEST (continued from previous page): [17] Tim Hunt, Brian Johnson, James Talyor. [18] Kara Starks, Aly Kingsley. [19] Devin Stuart, Elizabeth Bell, Mason Virnig. [20] John Grove, Tyson Sands, Mark Rodakowski. [21] Lee Jimerson, Josh Tyler, John Anderson. [22] Dave Smith. [23] Ian McLean, Jim Adams. [24] Carter Stinton. [25] Tim Atkinson, Reid Schooler. [26] Glenn Fischer, Quentin Building-Products.com

Hoffpauir, Nancy Schnabel, Don Dye. [27] Terry Haddix, Alyssa Diaz. [28] Cameron Salvitelli, Chris Knowles, Gib Gibor, Paul Owen, Darrell Hungerford. [29] Ryan Kline, Dave Cochenour. [30] Jerry Lawson, Mark Gray. [31] Scott Elston, Kevin Dodds. [32] David Albrecht, Blake Phillips. [33] Kelly Currans, Aly Kingsley, Eric Schooler. [34] Joe La Berge, Norm Persons, Kip Anderson, Steve Anderson. March 2017

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Back to back

NorCal Hoo-Hoo clubs kick off the year – Black Bart Hoo-Hoo Club Industry Night – Northern California’s two HooHoo Clubs drew hundreds of lumbermen to meet the group’s new international president at back-to-back meetings, offering turf the first day and surf the second. On Jan. 25, newly appointed “Snark of the Universe” Robyn Roose

Beckett, M.C. Gutherie, Livonia, Mi., was guest speaker at Black Bart HooHoo Club #181’s Industry Night at Broiler Steakhouse, Redwood Valley, Ca. (photos below). The chapter was excited to meet with their new Snark as she shared her vision for the future—to “Be a

BLACK BART’S [1] Kent Bond gave his successor as international president, Robyn Roose Beckett, a warm welcome. [2] Awards, prizes and refreshments were plentiful during the cocktail hour. [3] Jeff Ward said a few words

then introduced Beckett. [4] Beckett will continue to travel to club events across the country to share her story and vision for 2017 and 2018. [5] Stacey Jones, Rich Giacone, and Jean Henning enjoyed networking with colleagues.

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March 2017

Spark” in the industry and share her passion with everyone she meets. The following day, the Humboldt Hoo-Hoo Club #63 held its annual Crab Feed at the Eureka Elks Club, Eureka, Ca. (photos on pages 49-51). Rich Giacone, Western Woods, was named Lumberman of the Year

Building-Products.com

â&#x20AC;&#x201C; Humboldt Hoo-Hoo Club Crab Feed â&#x20AC;&#x201C; HOO-HOO CRAB FEED

for his service as lead organizer of the Crab Feed for more than 20 years. Beckett also presented Giacone with a prestigious Star of Hoo-Hoo, a symbol that represents the values of the International Concatenated Order of Hoo-Hoo.

Photos by The Merchant

DURING THE Crab Feed, [1-2] Rich Giacone (right) accepted the Lumberman of the Year Award from Rich Graham. [3] He was also presented a prestigious Star of Hoo-Hoo by new Snark of the Universe Robyn Roose Beckett and her predecessor, Hoo-Hoo chair Kent Building-Products.com

Bond. [4] Craig Smalley. [5] Max Corning, Jeff Donahoo. [6] Dan Harvey, Greg Reed, Mike Williams, John Taylor, Adam Burgess. [7] Tom Von Moos, Chase Morrison. [8] Jerry Dennis. [9] Kevin Dodds, Tom Miller, Jim Frodsham, Tanka Chase, Grant Phillips. [10] Kevin

Caughron, John Tumino, Clyde Jennings. [11] George Albertson, Rhiannon Wood. [12] Doug Heryford, Bob Handegard. [13] Bill Jones, Blair Buchanan. [14] Gary Gamble, Tom Bacon. (More photos on next 2 pages)

March 2017

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HOO-HOO CRAB FEED Photos by The Merchant

CRAB FEED (continued from previous page): [15] Bob Mauer, Tom Von Moos, Todd Murphy, Colby Pyzer, Dan Harper. [16] Rick Deen, Chris Swanson. [17] Gary Anderson, Jesse Franks, Dan Allman. [18] Ryan Cornutt, Todd Lund. [19] Mike Vinum, Gary Gamble. [20] Erika McNamara, Mike Harley. [21]

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Pamela Harley, Rich Graham. [22] Kent & Cindy Bond. [23] Doug Weaver, Susan Shamberger, Norman Carlin. [24] Jared Giacone, Rich Giacone, Gina Giacone. [25] Stephanie Navarra, Jim Stockman. [26] Stacey Jones, Kristin Lockhart. [27] Ron Schneider, Denis Stack. [28] Brian Pierce, Greg Young.

March 2017

[29] Cindy Bond, Robyn Beckett. [30] Bill Scott, Rich Giacone. [31] Bob Kuester, Pat Zan. [32] Ken Dunham, Bill Sullivan, Doug Willis. [33] Tim Hummel, Steve Brown. [34] Anthony Escobedo, Jeff Squires. [35] Jerry Ensworth, Loren Justice. (More photos on next page) Building-Products.com

HOO-HOO CRAB FEED Photos by The Merchant

MORE CRAB FEED (continued from 2 previous pages): [36] Roy Cobble, George Albertson. [37] Kevin Paldino, Julie Wright. [38]

Denis Stack, Dan Holland. [39] Dave Jones, Tim Brennan. [40] Merritt Goodyear, Gene Ziesmar, Ken Bonomini. [41] Bob Figas, Sean

TREATERS

Burch. [42] Rob McLaughlin, Curt Ward, Michael McLaughlin.

WITH INTEGRITY, TAKING CARE OF TOMORROW’S NEEDS TODAY

ACQ ACQPreserve • Borates D-Blaze® Interior Fire Retardant Heat Treating ISPM 15 Compliant • Custom Drying Rail Served BNSF • TPI Third Party Inspected

909-350-1214 15500 Valencia Ave. (Box 1070), Fontana, CA 92335 Fax 909-350-9623 • email – fwl-fwp@pacbell.net

www.fontanawholesalelumber.com

C&E LUMBER COMPANY 1 1/2” to 12” Diameter in Stock.

SPECIAL QUOTES

Building-Products.com

March 2017

The Merchant Magazine

IN Memoriam John Fery, 86, former chairman of the board and chief executive officer of Boise Cascade, Boise, Id., died of acute leukemia Feb. 11. After serving in the U.S. Navy during the Korean War, he earned his MBA from Stanford University, then joined Western Kraft Paper, Portland, Or. He and Bob Hansberger left in 1957 to transform the Boise Payette Lumber Co. into Boise Cascade. He served as CEO from 1972 and chairman from 1978 until retiring in 1994. Dwight Sigsbee Parr, 86, former president of Parr Lumber, Hillsboro, Or., died Jan. 04. A graduate of the University of Oregon and veteran of the U.S. Navy, he began working as a truck driver with the company his father had founded. He worked his way to president in 1965, leading the chain until retiring in 1994. Thomas Benton Embree, 77, founder of Oregon Forest Products, Troutdale, Or., died Jan. 20. After serving in the U.S. Army, he became a lumber broker in the 1970s, starting his own firm in 1985 and retiring in 1997.

Kenneth James Holgate, 79, longtime Southwest lumberyard manager, died Feb. 21 in Cory, Co. He entered the industry the day after graduating from high school, starting at the local yard in Carbondale, Co. He managed yards in western Colorado, northern New Mexico, and eastern Arizona, mostly with A.C. Houston in Crested Butte and Gallup, N.M. He retired in 1999 as manager of Red Barn Lumber, Farmington, N.M. Robert “Kent” Marks, 53, VP of sales and marketing for International Beams, passed away Jan. 30. A graduate of Ball State University, he joined Georgia-Pacific, Atlanta, Ga., in 1997, staying on when the distribution division was spun off into BlueLinx in 2004. He served as GM of structural wood products and GM of EWP before joining IB in 2015. James Edward Link, 70, former manager of Workbench True Value Hardware, Patterson, Ca., for over 15 years, died Jan. 19 in Modesto, Ca.

CLASSIFIED Marketplace HELP WANTED BAY AREA & SOUTH BAY SALES REP The sales rep for the Bay Area & South Bay Area is responsible for the sale of company products and services through developing and maintaining customer contacts within an assigned territory or area of responsibility. Works under general direction of the GMO/Sales Manager; exercises discretion and judgment on work priority on a regular basis; and a significant degree of creativity is expected. The ideal candidate has a strong background in milling, profiling, and re-manufacturing procedures. Principal Duties and Responsibilities: • Services and maintains positive relationships with current customer base • Identifies customers needs and solves problems • Understands and performs cost savings analysis for customers • Generates new sales by promoting product line to new and existing customers • Troubleshoots problems for customers Contact Chris Barentsen, Sales ManagerRetail Lumberyards, Cell (209) 993-5753; Office (209) 794-8750.

Joel Adamson, 62, Atlanta-based eastern sales manager for Pacific MDF Products, Rocklin, Ca., died Feb. 20 after a fight with cancer. He joined PacTrim in 2000, coming from MacMillan Bloedel.

Big Creek Lumber Co. [www.big-creek.com] Capital Lumber [www.capital-lumber.com]

19 Cover I

ADVERTISERS Index North American Wholesale Lumber Assn. [www.nawla.org]

C&E Lumber Co. [www.lodgepolepine.com]

Orgill [www.orgill.com]

Fasco America [www.fascoamerica.com]

Pelican Bay Forest Products [www.pelicanbayfp.com]

Feeney [www.feeneyinc.com]

PPG Architectural Coatings [www.ppgac.com]

Fontana Wholesale Lumber [fontanawholesalelumber.com] 51

Redwood Empire [www.redwoodemp.com]

Haida Forest Products [www.haidaforest.com]

Roseburg [www.roseburg.com]

Huff Lumber Co. [www.hufflumber.net]

Royal Pacific Industries

Humboldt Redwood [www.getredwood.com]

Simpson Strong-Tie [www.strongtie.com]

Jones Wholesale Lumber [www.joneswholesale.com]

Siskiyou Forest Products [www.siskiyouforestproducts.com] 39

Keller Lumber [www.kellerlumbercompany.com]

Straight Line Transport [www.straight-line-transport.com]

Swanson Group Sales Co. [www.swansongroupinc.com]

35 25

Kop-Coat [www.kop-coat.com]

Cover III

7, 23 Cover IV

LWO Corporation [www.lwocorp.org]

Universal Forest Products [www.ufpedge.com]

Maze Nails [www.mazenails.com]

Viance [www.treatedwood.com]

Norbord Industries [www.norbord.com]

Weyerhaeuser [www.weyerhaeuser.com]

Norman Distribution Inc. [www.normandist.com]

Yakama Forest Products [www.yakama-forest.com]

The Merchant Magazine

March 2017

Cover II

Building-Products.com

DATE Book Listings are often submitted months in advance. Always verify dates and locations with sponsor before making plans to attend. North American Wholesale Lumber Assn. – March 12-14, Leadership Summit, Westin La Paloma, Tucson, Az.; www.nawla.org. Black Bart Hoo-Hoo Club – March 15, initiation meeting, Cricklewood Restaurant, Santa Rosa, Ca.; www.blackbarthoohoo181.org. Tacoma-Olympia Hoo-Hoo Club – March 15, board meeting, Tacoma, Wa.; (253) 531-1834; tbilski614@aol.com Ace Hardware Corp. – March 16-18, spring show, Atlanta, Ga.; (888) 408-6742; www.acehardware.com. Redwood Region Logging Conference – March 16-18, Ukiah, Ca.; (707) 443-4091; www.rrlc.net. Pasadena Home Show – March 18-19, Pasadena Convention Center, Pasadena, Ca.; (888) 433-3976; www.acshomeshow.com. International Home & Housewares Show – March 18-21, McCormick Place, Chicago, Il.; www.housewares.org. National Lumber & Building Material Dealers Association – March 27-29, legislative conference & spring meeting, Washington, D.C.; (800) 634-8645; www.dealer.org. Window & Door Manufacturers Assn. – March 27-29, legislative conference, Washington D.C.; (800) 223-2301; www.wdma.com. Moulding & Millwork Producers Association – March 27-30, spring meeting, Williamsburg Lodge, Williamsburg, Va.; (530) 661-9591; www.mmpa.org. Mass Timber Conference – March 28–30, Oregon Convention Center, Portland, Or.; www.masstimberconference.com. Coverings – April 4-7, Orange County Convention Center, Orlando, Fl.; (763) 544-6822; www.nlassn.org.

888-807-2580 Bend, OR

www.pelicanbayfp.com DISTRIBUTION LOCATIONS Colton / Fontana / Modesto / Salinas / Stockton, CA PRODUCTS & SERVICES Framing Lumber / Pallet Stock / Industrial Lumber / Softwoods Hardwoods / Cedar / Fencing / Decking / Redwood Custom Cut Stock / Treated Lumber / Tile Battens 3-Hole & Slotted Vents / Custom Cutting / Remanufacturing Heat Treating / Fire & CCA Treating

“Focused on the future with respect for tradition”

International Wood Products Association – April 5-7, annual convention, San Fransisco, Ca.; (703) 820-6696; www.iwpawood.org. American Wood Protection Assn. – April 9-11, annual meeting, Encore at Wynn, Las Vegas, Nv.; (205) 733-4077; www.awpa.com. West Coast Lumber & Building Material Association – April 13, golf tournament, Black Gold Golf Course, Yorba Linda, Ca.; (800) 266-4344; www.lumberassociation.org.

Respecting the forest, honoring the past, building the future. A nation’s pride you can build on.

National Wood Flooring Association – April 11-14, conference & wood flooring expo, Phoenix Convention Center, Phoenix, Az.; (800) 422-4556; www.nwfaexpo.org. Tacoma-Olympia Hoo-Hoo Club – April 19, board meeting, Tacoma, Wa.; (253) 531-1834; tbilski614@aol.com. International Wood Composites Symposium – April 21-22, Seattle, Wa.; (800) 942-4978; www.woodsymposium.wsu.edu. J&W Lumber – April 22, 60th diamond anniversary event, USS Midway Museum, San Diego, Ca.; charmaine@jwlumber.com. Tacoma-Olympia Hoo-Hoo Club – April 22, Earth Day celebration, Snake Lake, Tacoma, Wa.; (253) 531-1834; tbilski614@aol.com. Southern California Hoo-Hoo Club – April 26, speaker meeting/ golf, San Dimas Canyon Golf Course, San Dimas, Ca.; www.hoohoo117.com.

Manufacturers of 6 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

Woodworking Industry Conference – April 26-28, Omni Rancho Las Palmas Resort & Spa, Rancho Mirage, Palm Springs, Ca.; www.woodworkingindustryconference.com. North American Wholesale Lumber Association – April 27, regional meeting, Vancouver Club, Vancouver, B.C.; (312) 321-5133; www.nawla.org. Olympic Logging Conference – April 27-29, Fairmont Empress Hotel, Victoria, B.C.; www.olympicloggingconference.com. Material Handling Equipment Distributors Association – April 29May 3, annual convention & exhibitors showcase, Grand America Hotel in Salt Lake City, Ut. (847) 680-3500; www.mheda.org. Building-Products.com

Contact Sheldon Howell

(509) 874-1163

Yakama Forest Products

3191 Wesley Rd., White Swan, WA 98952 Fax 509-874-1162

www.yakama-forest.com

March 2017

The Merchant Magazine

FLASHBack 90 Years Ago This Month

ccording to the March 1927 issue of The California Lumber Merchant, finishing touches were being placed on a historic sawmill in Idaho, one that continues serving the industry to this day. Called “the biggest white pine sawmill ever devised and built by man,” the facility in Lewiston, Id., was on track to be cutting lumber by July 1, 1927. Operated by Clearwater Timber Company, under the direction of GM John Philip Weyerhaeuser Jr., the mill was constructed to manufacture “the greatest stand of white pine left in the Inland Empire, a tract of 300,000 acres of selected virgin timber” that the Weyerhaeuser interests had been accumulating since 1900. The plant’s main building measured over 58,000 sq. ft. and housed five double cutting band headrigs, a 52inch gang, five edgers, and three trimmers. It aimed to cut 400,000 feet of lumber every eight hours.

SCHUMACHER WALL BOARD promoted its Ruff-Cote sanded wall finish on the cover of the March 1927 edition of The Merchant.

At the site, they were also building a concrete dam 1,100 feet long and an average of 30 feet high to house one end of the log pond, as well as roughly 100 miles of railroad track to haul the logs and lumber. Four years later, Clearwater merged with Potlatch Lumber and Rutledge Timber to form Potlatch Forests, based in Lewiston. Potlatch included the Lewiston mill when it spun off some manufacturing operations into Clearwater Paper in 2008. Idaho Forest Group purchased the facility in 2011. Also reported 90 years ago: • Members of the National-American Wholesale Lumber Association’s annual meeting planning committee met in Pittsburgh to discuss the group’s upcoming convention in Atlantic City. The two key topics they wanted addressed: Will the wholesaler of the future be a volume distributor? And how can he best convince manufacturers that some existing methods of “so-called direct selling” operate to the mills’ disadvanatage? In 1972, the group would change its name to the North American Wholesale Lumber Association, cleverly maintaining its well known initials.

FOR DECADES, Weyerhaeuser marketed flooring made of Pacific Coast hemlock, milled and finished to double for pricier hardwoods.

The Merchant Magazine

March 2017

• The first shipment of Mexican lumber to be brought into a Pacific coast port for many years was unloaded by the Benson Lumber Co. in San Diego. The cargo of 100,000 feet of Spanish cedar in 3-foot logs was barged in from Salina Cruz, Mexico, on the S.S. Jalico. Industry watchers speculated whether this was just the beginning of an extensive lumber trade with Mexico, particularly into San Diego, “the first port of call for steamers coming up from the south and well situated to be a good distributing point for lumber.”

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