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CONTENTS
August 2020 Volume 99 n Number 8
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SALES & MARKETING SPECIAL ISSUE
Amidst a global pandemic, market conditions have never been more turbulent — and the need has never been greater to step up your sales and marketing efforts. Seven industry experts show you how.
Alex Goldfayn Selling PostPandemic
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Gregg Schwartz Customer Conversations
James Olsen The 4 Pillars
Philip J. Brand Take Responsibility
Allison Kurtz Court Consumers
Chuck Casey Stay Connected
Dave Kahle Outside Sales
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Special Focus
Features
25 SALES & MARKETING:
10 FEATURE STORY
THE TIME IS NOW!
AMIDST A GLOBAL PANDEMIC, MARKET TURBULENT—AND THE NEED NEVER GREATER
TO STEP UP YOUR SALES
& MARKETING.
SEVEN INDUSTRY EXPERTS SHOW YOU HOW.
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THE VOICE OF THE WEST’S LBM SUPPLY CHAIN — SINCE 1922
AUGUST 2020
Magazine
REDWOOD Composite can’t compare. Like the foods we buy, when it comes to decking, we want natural and real.
THE ARTFUL APPROACH TO FORECASTING EXTERIOR TRENDS IN COLOR AND TEXTURE
16 COMPETITIVE INTELLIGENCE 18 TRANSFORMING TEAMS
UPDATE ON COVID-19 IN THE WORKPLACE
22 THINKING AHEAD
THE BUILDING BLOCKS OF A BUDDING LUMBER CAREER
40 BEST ADS OF THE YEAR
Redwood is always available in abundance of options. So stock the shelves! Unlike mass-produced and inferior products, Redwood is strong, reliable and possesses many qualities not found in artificial products. They maintain temperatures that are comfortable in all climates. Redwood Empire stocks several grades and sizing options of Redwood.
Call us at 707.894.4241 Visit us at buyRedwood.com
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12 INDUSTRY TRENDS
INJECTION OF YOUTH REINVIGORATES ALABAMA LUMBER DEALER
ANNUAL SALES & MARKETING SPECIAL ISSUE
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8 ACROSS THE BOARD 26 THE REVENUE GROWTH HABIT 28 OLSEN ON SALES 45 MOVERS & SHAKERS 48 NEW PRODUCTS 52 CLASSIFIED MARKETPLACE 52 ASSOCIATION UPDATE 52 IN MEMORIAM 53 DATE BOOK 53 ADVERTISERS INDEX 54 FLASHBACK
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DECKING | FENCING | RAILING | TIMBERS
ACROSS the Board By Patrick Adams
Better safe than sorry I don’t know whY it hit me this time. I’ve heard that phrase a million times in my life, and it’s never really been one of my favorites; it just washes past me when I hear it. But today, in these times, it landed at my feet with a thud. There are other phrases that I am more fond of. “Life, liberty and the pursuit of happiness.” “Fortune favors the bold.” “When a man is denied the right to live the life he believes in, he has no choice but to become an outlaw.” This resulted in an interesting conversation with a good friend. His comment, “We’ve raised a generation of ‘better safe than sorry’ kids; they are afraid of risk.” landed with an equal thud at my feet. During these interesting times, my wife and I have been challenged to keep the kids entertained and learning new things. Together we watched a great series on the founding of our nation. Landing on this continent with largely nothing. Surviving and forming systems and structure. Expanding across unknown lands and conquering the West. We made some mistakes along the way, but having traveled the world and seeing the best and worst of it, I can say I’m proud to be an American. Looking back, I can’t say I’ve lived a life of “better safe than sorry.” I grew up in the stark reality that life is tough and every day that you wake up is a day to give thanks. Equally, every evening that you make it through another day is excuse enough to give thanks again because just living is a “risk.” Look all around you in a given minute and there are things that can seriously harm you. I recently listened to a podcast on this topic and the premise was simple—prior generations grew up in a blue collar world and there is no profession in the blue collar world that does not involve risk. Every day, you would go to work and largely, manage risk. Whether it was an assembly line, farming or driving a trash truck, every day was full of risk and experience was measured in stitches, scars and missing digits. Now, our children get geared up like military bomb techs before they learn how to ride a bike. They go through school without ever getting into a playground scuffle and then go into a profession where their job is akin to checking off a shopping list. The greater they are insulated from risk, the better parents we supposedly are. However, these kids become adults at some point having never experienced the joys of managing risk. The joy of doing something risky and surviving or even, the joy of failing and surviving.
Now, we are beginning to live in a world where risk is a four-letter word. Some believe that we need to be taken care of to minimize the risk in our lives. I know this much is for certain—there is a clear distinction between risk and being reckless and the latter is not what I’m talking about. I know this industry is full of bold individuals who have successfully managed risk their entire lives and would have it no other way. If given the choice between living their own risky life, or having a safe life handed to them, there would be no wavering in the decision. One of these industry greats just passed away at 93 and the last time I saw him, he drove up in his tractor. My daughter took forever to learn how to ride a bike. Finally, to my wife’s dismay, I took off all the pads and helmet and told her to ride. She fell once and it was a pretty good crash. Holding back a flood of tears, she got back up and looked at me. I asked her if she wanted to quit. With a bit of anger in her four-year-old eyes, she sternly replied, “No.” She then proceeded to ride her bike without training wheels and now her favorite pastimes are… horseback riding and jiu-jitsu. One of my favorite sayings is “People only learn lessons the hard way.” I can’t say I’ve ever been sorry for taking a risk, but plenty of times I’ve kicked myself for playing it too safe. They say Americans are “not borne of timid souls” and I believe that. Times like this are where we lead the world with bold, decisive action and this time will be no different. As always, I’m proud to serve this great industry. I hope everyone has a bold, and not-too-safe summer!
Patrick S. Adams Publisher/President padams@526mediagroup.com
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FEATURE Story By Len Morris
TOP STAIRWAY design trends include (clockwise from top left) glass infill, floating stairways, floating stairs with closed risers, and rod railing. (All photos by Viewrail)
Get in step with the latest in stairway design our signiFicant trends have surfaced in stairway design, and we and other manufacturers are shaping our product lines to respond. First, of course, is the expanding awareness among remodelers, architects, designers, and homeowners that a stairway CAN be a design element. It’s quite common for us to hear comments like “I never thought of a stairway as a design element. But now I do.” Unveiling stairways as an architectural feature has long been common in some commercial buildings (especially in the hospitality segment) and in a few upscale homes. But the logistics of design and engineering coupled with high built-on-site installation costs limited the market for high-quality, design-centric stairways. Our dedicated design/engineering teams and focused manufacturing techniques have dramatically lowered the lead time and installation costs for modern stairs and railings.
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Secondly, glass infill has become much more popular. There is nothing more minimalist than glass railing on a stairway, balcony or deck. It’s totally transparent, and people are excited to discover how the security of a solid railing system can transform their living space. Our surface-mount, side-mount, base rail and standoff pin systems are all designed to hide every possible piece of hardware and every possible fastener. Yet the solid glass panels provide safety and make a very effective windbreak. Rod railing is trending with many consumers, and is even becoming more popular than standard cable railing. Our Onyx rail’s matte black finish really fades into the background visually. It’s a look you simply can’t achieve with cable railing. Onyx rod railing is made from powder coated 1/4” diameter 2205 stainless steel. Rod railing provides a smoother,
August 2020
sleeker appearance than cable. It installs in about half the time of cable, and doesn’t deflect or require frequent re-tensioning. The smooth surface does not attract and hold dust and dirt, and easily wipes clean. The fourth significant trend we’ve identified is the emergence of floating stairs with closed risers. Some people love the continuous look and the more substantial appearance. Still, there is no visible means of support underneath these stairs, creating an open look and adding more usable space to a room. Anchored only to the floor and to a header at the top of the stairway, a rigid steel stringer is completely hidden inside the stacked wooden boxes. With the underside of the stairway completely open, a terraced stairway rises cleanly from one floor to the next. – Len Morris is owner and product visionary at Viewrail, Goshen, In. (www. viewrail.com). Building-Products.com
INDUSTRY Trends By Amber Skymer
DEEP BLUES, such as TandoShake’s Mariner Blue, are all the rage indoors and predicted to become highly sought after for exteriors. (All photos by Derby Building Products)
The artful approach to forecasting exterior trends in color and texture ost construction pros and homeowners may be surprised to learn that among a plethora of influences, aesthetic trends in home exteriors can often be traced back to fashion runways. It seems that we humans prefer to audition color and style choices via our wardrobe selections before making firmer commitments. Interior designers then incorporate mainstream vogue elements into paint color schemes and subtle decorating accents. Eventually, favorable interior features are adapted into exterior design in the form of color, contrast and texture. When building product manufacturers commit to colors and textures, it’s a big decision, in which timing is everything. Be wary that some so-called trends are just fads that will quickly fade into obscurity. The key is to be just slightly ahead of the market so when the product launches, it is perceived as innovative, yet appealing and accessible to the consumer. If a product is launched too far ahead of the trend, it will fail to generate customer excitement and fizzle out. This fashion-interior-exterior trajectory makes sense if viewed through an investment and transitory lens. Relatively speaking, on the three-tier design hierarchy,
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clothing ranks lowest in cost and also has the shortest turnover with styles transitioning from one spring season to the next. Home interiors tend to be more long-term due to higher expenditures and inevitable household disruption. So it follows that home exteriors—being at the highest end of the cost spectrum—will have the longest intervals between changes. In theory, this design-trend pathway allows for clothing to be filtered out at the fashion level— for example, the tie dye motif—while making yet another fashion comeback—mercifully never made it into our living rooms—but shag carpeting did! Of course, transitions from one stage to the next undergo subtle shifts along the way. A fashion trend might start as hunter green/bold and then become more muted for use in interiors. The same holds true for interior to exterior trends. Navy blue is a big trend in kitchens and bathrooms and a good indicator of what is to come on the exterior. For another early trend indicator, we look to the two most popularly renovated rooms, the kitchen and bath. In both cases, modern industrial with copper and black fixture is leading the way. For exteriors, this suggests a burgeoning shift towards more stark gunmetal grays and black. We may Building-Products.com
see natural materials like cedar or wood being painted dark colors as charred wood trend begins to catch on. TandoShake’s Mariner Blue color is a great example of implementing a winning formula for innovative product development. Premiering in 2019, this shade allowed us to ride the wave of this color trend while others struggled to get on board. We could see this pattern enduring over the past few years with the persistent influence of classic blue on interiors particularly kitchens, bathrooms and textiles— with the resurgence of Persian rugs. The fashion origin can most likely is most likely traced back to a menswear trend in women’s clothing. We also launched a cooler toned stone anticipating the trend towards cooler blue tones. You can see the complementary effect of Mariner Blue Shake and Glacier Bay composite stone, our version of gray-beige or “griege.” Greige has become the go-to neutral, and it is not going anywhere and becoming an exterior trend alongside other cool gray and blue tones. At the start of 2020, the industry has been “singing the blues” with many noted colors of the year from the top color experts. Navy and gray (even mixed together) are becoming the neutrals that are transitioning from the interior to the exterior—coastal to suburban. On the cool tone side, the darker blues will continue for a few years, as will mixed material trends of matching siding with wood, stone and brick looks—it’s the layered look for home exteriors. Variations of natural materials are expected to dominate for many years ahead. We started to see natural elements come to the forefront in 2017 with “Greenery,” the Pantone color of the year. The concept of bringing the outdoors in
Building-Products.com
RED-HOT EXTERIOR trend is using natural materials as accent pieces.
was big in 2017 not only with fashion, but with interior design as well. Jungle print was seen on a multitude of fabric and wallpaper designs often complemented by simple greenery elements like house plants. And yes, planter boxes on home exteriors are gaining popularity. Even exterior trends can have small, exploratory beginnings. For exterior trends which are more enduring and less likely to change over quickly, interior colors and textures tend to have influence in about two to three years—for siding, trims, gables and outdoor furniture. With Modern Farmhouse slowly morphing and influencing Modern Industrial with its less cozy elements, we would expect
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some of the natural elements such as earthy stone and wood color schemes to remain, as well as the cleaner lines moving to the outside. Purposeful details are being added to exteriors as well with a focus on the gable by adding corbels, brackets or just accenting it with a different material. And, just as in fashion, when a past trend is revived, it takes on modern elements along with it. While design trajectories have a nationwide impact on the trade, regional particularities must always be factored in as well. When we choose looks that mimic natural cedar and stone, we consider the uses based on location. For example, Beach House Shake, with its very traditional look is immensely popular in coastal regions and recreational lake areas. However, with this year’s trend towards natural materials and tones, our shake has inspired natural materials to be used as accent pieces across the country. To further examine this the design trend phenomenon, it is helpful to look back at the early evolution of American home exteriors. In Colonial days, design and color were a matter of practicality—darker colors kept in heat in the winter while smaller windows kept out the blazing sun in the summer. A mix of iron oxide, lead, and linseed oil produced a shaker-red shade and helped protect the clapboard or shingled homes. However, most rural homes went unpainted and faded to a dark gray or sooty dark brown from exposure to air—natural, earthy shades were the result of true weathering. There was little contrast between body and trim because colors were scarce and expensive. The first color swatch published in the U.S. in 1842 included three shades of gray, and three of fawn called “Drab”—not very inspiring! As Americans became wealthier, homeowners desired more options, and, of course, design concepts often drew inspiration from the owners’ countries of origin—the dawn of our nation’s eclectic cultural mix. As homes became more ornate, color became a status symbol with lighter shades such as white, cream and straw used on the body. For contrast, darker shades were used on trim and doors. Italianate styles—distinguished by exquisite detail pieces—favored neutral grays, tans, ochers, and warm beiges. The grandeur of the Victorian period saw a wider range of deeper
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GRAPHITE COLOR is popular in Tando’s Signature Stain line.
colors and stronger contrasts. Canned paint became mass produced around 1870 and was the turning point for exterior colors (although they contained lead and were very thick and oil-based). The concurring Queen Anne style of features of asymmetry, turrets and angles were doused in vibrant, contrasting colors: yellow with dark green, dark red with olive, light and dark gray-green. Sashes, doors and shutters were dark but colorful: dark brown, deep red or maroon joined the more traditional dark green or black. Due to the extensive length of the Victorian era—nearly a century—it’s a great example of how fashion and interiors translated to home exteriors. Common identifiable features from the Victorian couture include ruffles, puffy sleeves, and ornate detail on jackets. This carried over to interior design with Persian rugs and detailed fabrics being used on focal furniture pieces. That translated into the elaborate ornamentation of Victorian era home exteriors, a style being recaptured by historical lovers in many restoration endeavors. Fortunately, the trend does appear to have a reverse impact. Along with a swing back towards natural shades—neutral grays, blues and greens, a monochromatic mixed texture look is emerging, with darker sidings, trim and stone looks, and harbingers of dark on dark. As we had predicted, blue remains a dominant color in its cool tones, and in 2020, several paint and color experts included blues, greens and neutral
August 2020
grays in the 2020 “colors of the year,” including blends of navy and gray. Another interesting trend is the blending of different stone profiles, for example brick and stacked stone. Natural wood or stone looks continue, as Modern Farmhouse blends with the cool tones of Modern Industrial. Many trends come and go, like avocado kitchens or pink bathrooms, but something that’s clear from analyzing trends over the last few decades is what’s old eventually becomes new again. Anticipating and influencing future trends in color and style evolution provides a competitive edge. Trends will likely continue for natural elements like wood-looks in gables, stone as knee wall and porch cladding and exterior accents. Back to nature is a popular trend for 2020, with sustainability as the underlying theme. In our Post-modern era, predicting design trends requires product researchers to factor in a mind-boggling number of variables including the blending, transitioning and overlapping of styles. And let’s not forget the powerful influence of home improvement media personalities! To stay relevant, today’s designers, pros and homeowners must process a whirlwind of color and texture choices, which requires constant vigil and a delicate balance of confidence and flexibility. – Amber Skymer is senior project manager for Derby Building Products (derbybp.com). Building-Products.com
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COMPETITIVE Intelligence By Carla Waldemar
Injection of youth ou know what they mean by a Type A person? Someone always on the go, always pushing himself to succeed. Meet Trey Hamilton. He’s a Type A+. He’s the owner of Arab Lumber & Supply, based in Arab, Al. (pop. 10,000), a bedroom community 20 miles down the road from Huntsville, where most of the locals work. Small town but big revenue; under his watch, he’s pushed sales to over $3 million a year. Yet he wasn’t born into the business. No sawdust in a silver spoon. “It skipped a generation,” Trey offers, explaining that while his grandfather Jack—another entrepreneurial type—purchased the yard from a friend in 1984, Trey’s father helped run the family’s dairy farm instead. Trey didn’t grow up sweeping the yard and stocking shelves; he maybe wandered in a time or two, at best. Instead, the young man enrolled in Auburn University’s School of Engineering—but, he adds, “I didn’t have a good idea what engineers actually did.”
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STRAIGHT out of college, Trey Hamilton stepped in at Arab Lumber & Supply, Arab, Al., and began buying out his grandfather.
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After his first semester, the job description became clear—and clearly unsettling. “I was good at it, but did I want to do that stuff all day? My heart wasn’t in it. I thought, ‘Engineering…really?’” So he picked up the phone. “I called my granddad, who was in his mid-70s by then, to ask about the future of the company.” The elder Hamilton’s plan was to start looking for a buyer, or liquidate. Trey: “What about me taking over?” He recounts, “I changed my college major to business management. I dug my heels into the ground. I took summer classes and at the same time, started working at Arab. I got my hands dirty; I did everything. I graduated from Auburn (a semester early) on a Saturday in December 2013. By 6:30 Monday morning, I hit the ground running. I’ve been here full-time ever since,” managing the day-today while buying his grandfather out. “My granddad had had eight employees—semi-retired fellows who didn’t want to go after new construction, new customers. Complacent,” Trey calls them. “They didn’t want the operation to get too big. To get in, I had to earn their respect—a little challenging. I had to prove I was capable. “That first year, sales were up 10%. Yet I was still learning the more serious details of the business. I wanted to bring in new things in order to grow new business. “First thing was, I changed the layout. It had standard, hand-built shelving. I re-laid out the whole store, with new fixtures, totally freshened things up. My goal was to take it to the next level—to attract more customers in order to generate more sales. So I asked myself, ‘What’ll it take?’ And I pledged, ‘Whatever I do, I’ll do it 100% and do it right. So I added a sport department, with a gun room.” The new department took off, all right; it brought in over $200,000 in its first 10 months. He also added the new lines like the Big Green Egg. Yeti. Carhartt clothing. “And the staff was all for it; they were very pleased.” The new merchandising pleased existing customers as well. Even better, it did what it was supposed to do: Attract new shoppers. “I’d hear, ‘I’ve lived here forever and had never been in the store before,’” Trey recalls. “Why not, I wondered. It breaks your heart.” The next big thing was, holding a Re-Grand Opening— getting the word out via ads in papers, radio, and social media. In preparation, Trey had listened to customer feedback. “I didn’t just add a bunch of SKUs, but what Building-Products.com
LAST YEAR Hamilton was presented a North American Retail Hardware Association Young Retailer of the Year Award by NRHA executive director Scott Wright.
people actually said they needed, like plumbing and electric.” Then Trey turned his attention to upping his contractor count. “My grandfather never went after that business in a big way. I wanted to tap into that market. I’d visit jobsites and did a lot of cold-calling on the phone. I joined the local builders’ associations. I kept asking, ‘What could I do to service you? Are you open to a new trade partner?’ I started to make a name for myself, which led to jobs, which led to more jobs. I promised them I’d do what I say I’ll do—and better than the competition.” By 2015, sales skyrocketed an additional 44%. Arab’s contractor customers provide 65% to 70% of the outfit’s volume. And they appreciate the new regime. “They come in with, ‘This is what I need,’ and we help them. We greet everyone with smiles and lead them to the right aisle, offer solutions. (At the chains, you walk in and there’s nobody.) That’s why people like to trade with us.” The town’s DIY crowd sends “pretty good” business his way, too. “We’re open Saturdays for them. And they love the new sporting goods department. Shopping at a lumberyard can be pretty intimidating for women,” Trey is aware,” so we make a point of being extra-friendly. And we have several ladies on the staff, so it’s not walking up to 12 guys at a counter. They all like the Carhartt apparel, too. And our annual Customer Appreciation Day.”
Trey could spare no time basking on those laurels. On to the next improvement. “The biggest thing right now is that in October 2018 I bought three more acres. They were wooded, so what with water and environmental studies, permits and re-zoning, it was a big ordeal. But well worth it.” That land now boasts a new, 12,000-sq. ft. warehouse with cantilevered lumber racks. “It really opened up space. As our volume grew, we were bursting at the seams. Now we can stock more items, and it’s much more efficient. It’s much quicker to pull a whole-house package. Plus, you can drive straight through—drive the forklift straight down the alley. I’m running seven trucks, so now, inbound, the wheels hit the yard and they can turn right around with a new load. It’s streamlined the process.” So, is Arab scouting for a second location, this reporter has to ask. “We’ve been approached by another city 30 miles away where we do a lot of business. The mayor offered incentives. But,” Trey pauses, “I have big plans for my current location, and the timing isn’t ideal right now, either. With so much going on here, my plate is very full. Another scary thing: It would take a whole new crew and me not there—finding people I could trust.” That’s especially vital in these days of the COVID virus, which was “pretty scary at first: Is my business gonna suffer? A lot of unknowns. But it all worked itself out. We cut total numbers back, and cleaned like crazy. There were some supply-chain issues, some outages. But we’re still beating projections in sales numbers.” And that’s part of the reason Trey loves the industry. “It’s rewarding, to be able to give back to the community— schools, churches. And I enjoy being on the floor when disgruntled people come in with problems. To fix those problems is very rewarding. We’re a good asset to the community and we’re very blessed.” His mantra: “If you’re going to be in business, you can’t be complacent. Get to the next level, then go to the next one. I don’t ever want to be on a plateau.” Little danger: Since taking over, he’s grown sales by nearly 400%. Oh, one last thing. He’s only 28. Hang onto your hat! Carla Waldemar cwaldemar@comcast.net
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www.fontanawholesalelumber.com Building-Products.com
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TRANSFORMING Teams By Paige McAllister
COVID-19 in the workplace:
Where we are now s the pandemic continues and businesses reopen under restrictions which vary by city, county and state, Affinity HR Group continues to monitor several topics and issues to help our clients through these confusing times. Below are some of the current topics we are seeing. Employer COVID Liability: Employees being in the workplace increases their exposure to COVID-19 which means they may be able to make an unsafe workplace claim or a claim against your Workers’ Comp policy, for example. To help mitigate some of that liability, take all possible safety measures to reduce the employees’ risk of exposure. While some states have passed legislation to help protect employers, this legislation will not provide blanket immunity as companies must comply with certain criteria such as following COVID-19 safety precautions for coverage. Some companies are requiring employees to sign liability waivers, but these do little to reduce legal exposure if
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Q. As a result of the ongoing COVID-19 pandemic, our business model has changed. The service that was our primary source of income has not been needed so we had furloughed most of our employees. However, demand for our secondary or new service has exploded. Unfortunately, most of the furloughed employees do not have the skills and experience to provide this secondary or new service, and we need help now. Can we hire a new employee while other employees are still furloughed? A. Yes, probably. In most employment-at-will situations, you are able to employ the best person for the job you need done. This means that, if currently-furloughed employees do not have the skills or talents to effectively perform the job duties you need, you should be able to hire a new employee. It is essential to hire someone who has different abilities, education, or experience than anyone currently in your workforce that enable them to perform that service when and how you need it. There may be more restrictions to your ability to hire a new employee if you have employees under a CBA (labor contract) or depending on how you worded the furlough notice. As always, document your decisions and procedures to be able to show that you hired the new employee based on the services they could provide rather than to replace a furloughed employee for a discriminatory reason.
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challenged. Conversely, it may indicate to employees that you lack confidence in your safety measures which may make employees more concerned about coming to work. Mask Mandates: If you have a mask-wearing mandate for employees and visitors, whether due to state regulations or company safety practices, enforce those requirements consistently for the health and safety of your employees and customers. Also, give your employees the support when refusing to deal with a customer without a mask. Vacation/Paid Time Off: Some employees may want to start using their paid time off (PTO), requiring you to ensure you have control of several aspects. Confirm your policies allow you to control who is taking time (usually through an approval process) to ensure proper coverage at all times. Do not use only first-come, firstserved or seniority as reasons for approval; include reason for time off as some employees will need time off for critical events such as weddings, funerals, and taking their child to college. Consider implementing temporary carryover or payout policies so employees do not have to choose between taking unwanted time off and losing their benefits. We recommend not requiring employees to exhaust all of their PTO, especially if all of the FFCRA time has been exhausted, so they have time available if they become sick later in the year. Travel: As states reopen, employees may begin to travel, increasing their chance of exposure. Traveling may necessitate the employee to self-quarantine and/or get tested. If an employee is planning to travel, discuss the repercussions such as use of PTO, quarantine period, testing, etc., prior to departure so they know the expectations before they leave. If traveling for work, consider the true need or value of the travel and postpone if possible. You will need to pay Building-Products.com
their regular wages for any quarantine time, and, if they are exposed, it will most likely fall under your Workers’ Comp. If traveling for vacation, decide ahead of time if you will require the employee to stay away from the office, to get tested, and, if / how all this time will be paid. Back-to-School/Summer Camp: Employees may not have child care options if summer camp or child care is not available, and this may not improve if schools cannot reopen full-time in the fall. Communicate with employees to create a plan of action such as intermittent schedules, shorter days, or working weekends. For employees who have time available, FFCRA/extended FMLA continues for up to 12 weeks but, if the closed child care provider changes (i.e., school to summer camp to school), require the employee to submit a new FFCRA request form with documentation of that closure. Screening/Testing: There are several options for screening and/or testing employees before returning to work and/ or before each shift. • Screening: A brief questionnaire and/or taking of their temperature, usually before each shift, assesses the employee’s health each day by monitoring for the common symptoms of COVID-19. Anyone who has concerning symptoms can be sent home until further determination can be made. Screening is non-invasive and needs to be done consistently, but it will not reveal employees who may be asymptomatic and positive. • COVID-19 Testing: A nose-swab test for active COVID virus is usually done if the employee is showing symptoms or after possible exposure. Since some areas are struggling to meet demand, employees may not be able to get a test without a qualifying reason; if they do, it could take several days to get the results. Testing only tests the presence of the virus at a point-intime, and a negative result does not mean the employee will not get it in the future. Testing can only be required if there is a risk of transmission to other people. • COVID-19 Antibody Test: A blood test to determine if there are antibodies showing previous infection. Not all tests are reliable, and a positive result does not mean they will not get it again in the future. This test cannot be required as it violates ADA.
Our Recommendations:
• Allow anyone who can to work from home for as long as possible to reduce chance of exposure in your office and to keep work flowing as there would be a much smaller chance of employees getting sick and being out for several days or weeks. • Require and enforce consistent safety protocols: screening, social distancing, face masks, no large groups, no small, closed spaces, hand sanitizer, and hand washing, etc. • Require employees to speak up immediately if they are not feeling well. Review the symptoms and procedures for possible illness and exposure and send home if there is a question. • Paid time off and extended FMLA under FFCRA is still applicable. Offer it to anyone who needs it that has time remaining. Paige McAllister, SPHR Affinity HR Group contact@affinityhrgroup.com Building-Products.com
NEW VIRTUAL event platform will allow leading industry organizations to proceed with their shows online instead of in-person.
Virtual Event Platform Launches
Continuing on almost 100 years of service to its core industries, Merchant Magazine parent company 526 Media Group, Inc. has launched the 526 Events Virtual Event Platform. Following years of personal attendance at over 100 industry events per year gathering key news, information and trend analysis, the organization noted a gap in the market. “While nothing can replace the power of personal meetings and relationships in our industries, attendance is limited by those with the schedule and budget to attend. We wanted to offer our partners the opportunity to bring their amazing content and experience to a larger audience,” noted president Patrick Adams. The new platform is being offered to the industry’s leading trade associations as a way to present participation alternatives to their events during this challenging, and quickly changing environment. Built using the most robust technology and servers available, the platform has the capability to mirror everything taking place at the live event from keynote speakers to educational workshops, board and committee meetings, and, of course, the tradeshow exhibit floor. This key addition adds to 526 Media Group’s arsenal of content, publications and digital resources that makes them the leader in every industry they serve. Trusted as the leading B2B media group in the American Bedrock Infrastructure Industries (ABII) for almost 100 years, 526’s mission of “Relentlessly Serving Working Class Heroes” has built an unrivaled credibility with both readers and advertisers. “Unlike most media today, we operate thinking about the next 100 years and how we can best leverage our resources to help make those we serve successful,” Adams said. “Like the industries we serve, we believe in relationships and waking up everyday doing the best we can. Simply put, nobody outworks our team.” 526 Media Group is actively partnering with the industry’s leading associations to ensure their events, which offer vital education and content to the industry, continue as planned regardless of world or local conditions. For more information, contact Jody Bays at 526 Media Group, jbays@526mediagroup.com. August 2020
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The project broke ground on July 1 and is set to be finished by February. Builderz Warehouse has kept the retail side of its business closed during the pandemic, while focusing on the multifamily construction side, BW Pro.
ACS Adds No. Cal’s Weaver
Weaver Lumber, Redding, Ca., has been acquired by American Construction Source, an LBM distribution platform owned by Angeles Equity Partners and Clearlake Capital Group. Founded in 1963, Weaver will continue to operate under its existing brand name. “We are thrilled to join the ACS platform,” said CEO Brent Weaver. “ACS brings a deep level of operating expertise and a successful track record of integration and growth. Angeles and Clearlake have significant investment experience creating value and helping businesses achieve their full potential.” ACS now operates more than 70 locations in nine states under various brands, including Meeks, Homewood Lumber, and Breckenridge Building Center.
UFPI Picks Up T&R Lumber
UFP Industries has acquired the operating assets of nursery products manufacturer/distributor T&R Lumber Co., Rancho Cucamonga, Ca., and its affiliates Sullivan & Mann and Kelmar Creations. T&R produces and distributes a range of products used primarily by nurseries, including plastic growing containers, pots and trays; wooden stakes; trellises; tree boxes; shipping racks; and other nursery supplies. The company had approximately $31 million in sales in 2019 and will become an affiliate of the UFP Industrial business segment. Phil Guardia, president of T&R, will continue to run the company.
SRS Buys Roofing Wholesaler NURSERY PRODUCTS specialist T&R Lumber is now part of UFP Industries.
“From the first meeting, we knew UFP Industries was a perfect fit for us, with the right team for our company and mutual goals,” Guardia said. “Their family culture and team approach are exactly how we have operated our companies. We can now expand our regional success across UFP’s national footprint.” “We’re excited by this opportunity. T&R has a strong leadership team and solid track record of growth with new and existing products,” said Scott Worthington, president of UFP Industrial. “We look forward to harnessing their expertise to grow our agricultural product offerings and customer base at UFP affiliates across the country.”
Phoenix Dealer Bulks Up
Builderz Warehouse has begun construction of a new distribution facility in south Phoenix, Az The new $5-million, 40,000-sq. ft. warehouse will be more than four times as large as its current facility.
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Call the experts: • Robert Moore • Jim Winward
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SRS Distribution, McKinney, Tx., has acquired three-unit distributor A.L.L. Roofing Materials, San Jose, Ca. A.L.L.’s branches in San Jose and Salinas, Ca., and Lake Havasu, Az., serve professional contractors, homebuilders and remodelers in Northern California and Arizona. Its senior management team, Phil Quinet and Michelle Cassady, will continue to lead their employees under the A.L.L banner.
NEWS Briefs Outdoor Supply Hardware
opened its 7th branch July 14 at the former Orchard Supply Hardware store in San Jose, Ca. A San Leandro, Ca., location is on the way.
True Value Hardware, Lake Isabella, Ca., has renovated its parking lot. Pinky’s Iron Doors reopened its showroom in Vernon, Ca., after a four-month closure due to concerns over operating during the pandemic. C & C Wo o d P r o d u c t s , Quesnel, B.C., has received an offer from Quesnel Investment Corp. to purchase its assets and restart operations. C&C filed for bankruptcy protection on June 2, days after halting operations, so the decision to sell is in the hands of the court. Milgard Windows & Doors
permanently shuttered its factory in Aurora, Co.
Eagle Roofing Products , Rialto, Ca., has launched an improved website at eagleroofing.com. Combilift’s Combi-CS pedestrian counterbalance stacker was honored as best Warehouse Truck Lowlifter at this year’s IFOY (International Intralogistics & Forklift Truck of the Year) Awards. Building-Products.com
Primed for great performance. UFP-Edge sets the bar high for primed trim and fascia. High quality factory-applied machine coat PPG primer covers all six sides of the board to ensure protection and long-term performance in virtually any weather condition.
UFP-Edge Primed SPF • SPF wood is kiln dried, stable and ready for paint • Economical choice for interior/ exterior fascia and trim
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For more information, visit ufpEDGE.com or contact your regional UFP representative. UFP Snohomish, LLC Snohomish, WA 360.568.3185
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UFP Woodburn, LLC Woodburn,OR 503.226.6240
© 2020 UFP Retail Solutions. All rights reserved. UFP-Edge is a trademark of UFP Industries, Inc.
• Clear, knot-free radiata pine provides long-term performance • Finger-jointed and edge-glued for superior stability
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THINKING Ahead By Megan Schnizler
The building blocks of a budding lumber career s an undergraduate, the term “lumber trader” wasn’t even in my vocabulary. Years later, I still had never heard of this occupation… nor would I have ever guessed that it would eventually follow my name on a business card. But, as often happens with wood products, the industry “picked” me. Of course, I didn’t know it at the time.
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Building the Foundation
I entered Virginia Tech with the full intention to study architecture, and by today my 30-year-old self was supposed to have a stack of blueprints to my credit. Two years in, I found myself enjoying classes outside of my architecture studio much more than my major’s coursework. My professor encouraged me to explore geography and geospatial analysis as a major instead. After switching majors, I thought my first job out of college would be as a GIS analyst, but a different opportunity presented itself. Instead, for my first job out of school, I worked as a fiber supply associate for International Paper in Savannah, Ga. Ironically, because of its parallels with timber, this position offered me a glimpse of the lumber industry and how it operates. Much of my job involved wood procurement and meeting with timber brokers and forming relationships with them, which I did under the
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tutelage of my mentor, Dean. With Dean riding shotgun, we would head out to small, rural towns to have lunch with various brokers. It was during these times that he taught me how important relationships are in the business. He showed me the importance of knowing who you’re doing business with beyond the superficial level, of really getting to know these folks, and of being your genuine self with them—rules of thumb that I now know also apply to the lumber trade. I learned a lot at International Paper; but after about a year and a half, I moved up to Richmond, Va., to be near my now-husband. I signed on with a homebuilder, once again finding myself on the fringes of the
August 2020
lumber industry. I learned many practical skills during my time as a project manager for that company, but found myself looking for something with more autonomy. It was actually my husband who spotted an Indeed.com post for a lumber trader and brought it to my attention. Although I didn’t know what the position entailed, the information in the ad piqued my attention. I reached out, and a month later Richmond International Forest Products hired me.
Building Awareness
I’ve now been with Richmond International for five years. What I discovered is that while the wood products industry may not have the
Building-Products.com
A Special Series from North American Wholesale Lumber Association
initial glossy allure of the Googles and Amazons of the world, it does offer many of the advantages that attract people to employers like these, such as the very laid-back atmosphere. It’s not stuffy and boring; to the contrary, it’s fast-paced and each day presents you with a different challenge. Everything is based on your reputation, your word, and your relationships with people; and that’s something I really love about this industry! Lumber has all these great facets to it, but the problem was that I didn’t know the industry even existed. Now that I do, I’m making it my mission to spread the word! On the broader level, I am a member of NAWLA’s Education Committee. At the company level, I worked with Richmond International to roll out the “A Day in the Life” pilot program. So often, we set up shop at career fairs but struggle to tell students what it is we actually do. Because it’s something that isn’t easily conveyed through conversation, I pitched the idea of showing young people instead of telling them. In January of this year, just before the spring semester started, we had six Virginia Tech students and a couple of faculty members come and spend the day with us. In addition to some classroom time, students were paired up with lumber traders and allowed to “shadow” them. They got to ask questions, listen in on phone calls with customers and mills that we have relationships with, and really get a feel for what we do. It’s purely a learning opportunity, with no commitment on the part of the company or the visitors. The hope is simply that these students enjoy the experience so much that it sparks their interest in a career in the industry. Even if it’s
Building-Products.com
About NAWLA North American Wholesale Lumber Association is the association that delivers unparalleled access to relationships and resources that improve business strategy and performance through sales growth, cost savings, and operational efficiencies for wholesalers and manufacturers of forest products and other building materials that conduct business in North America. Learn more about how NAWLA can help your business at nawla.org.
not for them, they might share the encounter with someone who might be a better fit. The overall feedback was wonderful and, depending on how the COVID-19 pandemic continues to unfold, we’re interested in continuing the project with Virginia Tech and potentially other universities at some point in the future. In addition to capturing student interest in the lumber industry, I’m excited to see a growing female presence in this sector. Many women would be a great fit for this industry, especially those with strong interpersonal skills and the innate ability to cultivate authentic partnerships that can drive a company forward. Building awareness that women have a place in this industry is key, and growing our female support system will only attract more women to it. How to reach more women, particularly younger generations, and encourage them to give the lumber industry a try is one topic that we at Richmond International hope to address through our RIFP Women’s Forum. My mentor at the company—Linda Hull, who was the only female trader until I arrived—came up with idea to host a women’s leadership forum, but was
just waiting for someone to help her pioneer it. We now have three years under our belt with this program. E v e r y F e b r u a r y, w e i n v i t e other women in the industry to a progressive leadership workshop for a day of discussion and self-reflection centered on personal and professional goals. At our next forum, we’d like to invite female college students so that they can explore the industry and get answers to questions about what the occupation entails, what it’s like being a female in a male-dominated workplace, and all that the lumber industry has to offer.
Building for the Future
These have become my passion projects as I look forward to growing in and with this industry over the coming years. My attention will be needed elsewhere in the near term as my husband and I prepare to welcome our first child this summer, but I’m looking forward to returning as a working mother. I see something special in this industry. And if I can play a part in diversifying its workforce and educating others about the appeal of this sector in the meantime, I’d consider that a win. – Megan Schnizler is a lumber trader at Richmond International Forest Products, Glen Allen, Va. (www.rifp.com).
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Fall Events Moving to Virtual
INDEPENDENT MIDWEST chain RP Lumber is forging westward with its purchase of two lumberyards in Wyoming.
RP Lumber Expands into Wyoming
Midwest dealer R.P. Lumber has purchased two-unit Wyoming dealer Build-Rite Lumber & Supply. Founded in 1963, Build-Rite’s yards in Rawlins and Saratoga, Wy., will be the first for R.P. Lumber outside of Illinois and Missouri. Build-Rite will operate under the R.P. Lumber brand with key team members continuing at the company. Build-Rite president Steve Olson said, “This was a very important decision for our family. We wanted to make sure that our employees, our customers, and the communities we serve would be in good hands. In selling to R.P. Lumber and the Plummer family, we know that will be the case. We’re very proud of the company our family built and we’re excited to see what the future brings.” Based in Edwardsville, Il., R.P. Lumber was founded in 1977 and now operates 71 locations.
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With no clear end to the pandemic in sight, several more industry organizations have announced plans to cancel their fall events or convert them from in-person to virtual experiences. North American Wholesale Lumber Association has canceled its fall Wood Basics Course in Corvallis, Or., and its Traders Market planned for Nov. 4-6 in Columbus, Oh. The latter will be replaced by a “fully virtual member experience this fall.” The National Hardware Show, after already postponing its annual expo in Las Vegas from May to September, will instead hold a virtual event. National Lumber & Building Material Dealers Association will hold a virtual ProDealer Industry Summit Oct. 7-9 in lieu of the live summit planned for San Antonio, Tx. Specialty Tools & Fasteners Distributors Association is exploring digital options after axing its show, formerly set for Nov. 8-10 in Anaheim.
LMC Freshens Up Its Pitch
Lumbermens Merchandising Corp. has launched a new marketing program for its dealers, “Together We Build.” Available to LMC dealers, the new campaign will emphasize not only their collective purchasing power, but also how deeply they are involved in their communities and local economies. It is being introduced along with a new website and comprehensive media kit, and “Together We Build” video for exclusive use by LMC dealers.
Building-Products.com
The
MERCHANT
THE VOICE OF THE WEST’S LBM SUPPLY CHAIN — SINCE 1922
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SALES & MARKETING SPECIAL ISSUE
Amidst a global pandemic, market conditions have never been more turbulent — and the need has never been greater to step up your sales and marketing efforts. Seven industry experts show you how.
Alex Goldfayn Selling PostPandemic
Gregg Schwartz Customer Conversations
James Olsen The 4 Pillars
Philip J. Brand Take Responsibility
Allison Kurtz Court Consumers
Chuck Casey Stay Connected
Dave Kahle Outside Sales
SALES & MARKETING SPECIAL ISSUE
By Alex Goldfayn
Selling in the post-pandemic world – The following is a special excerpt from Alex Goldfayn’s upcoming book 5-Minute Selling: The Proven, Simple System That Can Double Your Sales... Even When You Don’t Have Time, which will be published by Wiley on Aug. 25, 2020. I COMPLETED WRITING this book in early 2020, pre-COVID-19, pre-lockdown. It was written in normal times, for normal times. In the ensuing months, the world changed dramatically and, with it, business. In turn, the selling process was turned upside down: Outside salespeople could no longer be on the road. Nearly all salespeople started working remotely, from home. So did most of our customers. And so, the rules of engagement have changed. And you will find that, compared to “normal times,” all of the proactive selling techniques described in this book are even more important and effective in a world changed by pandemic. This is because 5-Minute Selling is about systematically communicating with our customers and prospects, and showing them that we care about them. It’s about being more present. It’s about helping more customers more. And our customers need this more than ever. Especially in a crisis, or a recession. They haven’t heard from a lot of salespeople during the pandemic lockdown, nor after. My clients reported nearly unanimously during the lockdown
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that their competition was not calling on their customers. I heard varying versions of this quote countless times: “My customers report that I’m the only one calling them. The competition must not care.” Think about your own phone during the lockdown. Were suppliers calling much? As you’ll read in this book, suppliers don’t call very much in good times. Now? Most of your competition is in a defensive position. As I write this, very few salespeople are on offense. It’s understandable. Salespeople are paralyzed by fear. And not just fear of rejection, but fear of job loss; fear for their families; fear for their health. Here’s the thing though: our customers are also afraid. For their health. For their families. For their jobs. Our customers need us now. Your customers need you, especially now. Don’t leave them stranded. Be present. And guess what? This is far easier post-pandemic than in normal times. Your customers are far more available during this crisis, and in its aftermath. You can reach anybody you want, because nearly everybody is available. Many of our customers are working at home. Nobody is traveling. Nobody is going to meetings except virtual ones. It’s interesting that post pandemic, with the decrease in in-person selling, the telephone is our single most important tool. Post-pandemic, the telephone is
August 2020
just as important to successful selling as it was in the 1970s and 1980s, before email. Luckily, a significant portion of this book is about quickly planning your highest-impact proactive calls, and making them. You’ll learn who to call and what to say, and a variety of ways to ask them what you can help them with. And you’ll develop an expertise that will help you succeed now—during this difficult time—and also one that will serve you well for years and decades to come. So let’s play some offense. Let’s go help our customers and prospects. Let’s help them through this time. And as a result, they will remember you forever. And they will reward you with business now, and for many years to come. Good luck, and best wishes for good health and great success.
Alex Goldfayn is the CEO of The Revenue Growth Consultancy (www.goldfayn.com). You can buy 5-Minute Selling on Amazon or wherever books are sold.
Building-Products.com
SALES & MARKETING SPECIAL ISSUE
By James Olsen
The four pillars of the Master Salesperson TO BE A GREAT salesperson means to have a wide range of skills that can be applied across a broad range of people in markets that change every day. Master Sellers adapt to the market segments they sell, the products they sell and the different people and personalities they sell to. There are four pillars that have to be learned and perfected to become a Master Seller.
Work Ethic The biggest reason for failure to be a profitable salesperson and then a Master Seller is lack of work ethic. The grand majority of sellers that wash out (or who are mediocre) do so for one reason: they don’t work hard enough. Sellers that dominate year after year have developed a work ethic above and beyond the average. I often tell my students, “If we want to make the kind of money that the top 10% of wage earners in America make, we cannot work like the bottom 90%. The math just doesn’t work.” Master Sellers aren’t making four times the average wage because they are smarter than everyone else. This is not to say that they aren’t smart, they are, but that is not what sets them apart from the pack. Most Master Sellers work much, much harder than the norm. The average inside salespeople is making 25 to 30 outbound calls per day, while the Master Seller is making 50 to 80. This not only gives them a better chance to do business (40%-50% better!) but gives them a better longterm account box and helps them navigate and survive contracting markets.
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The average outside salesperson is calling on four to five accounts a day and almost never works the phone. Great outside salespeople see eight to 10 customers per day and work the phone (lots of calls) a couple of days per week. There will always be a couple of sellers on every team who don’t make that many calls but are still successful. They are one, the one out of fifty that have are super charming and charismatic. These sellers are the exception. Secondly, they are sellers who have been at it a long time, have built up a loyal following, who worked very hard in the beginning of their career to build their base. Both of these are exceptions and are not the role model for anyone trying to start in sales and build a career. In addition, for every one of these salespeople there are 10 Master Sellers that do work hard every day to succeed.
Sales Skills The majority of salespeople are just “carrying the bag.” They call on customers with very little focus or strategy. They may even make lots of calls. But their calls are unfocused and bring little value to the customer. Their sales calls are in one form or another the “Whaddya need today?” or “Do you need anything today?” kind of call. Master Sellers work on their sales skills every day. They read books, listen to tapes of other Master Sellers, and always try to upgrade their skills. Many sellers confuse experience with excellence when often they are
August 2020
the opposite. I’ve been playing golf a long time, that does not make me a Master Golfer; the same can be said for salespeople. Below are some, but not all, of the skills the Master Seller works on: Empathy. Called by many “Emotional Intelligence,” it’s knowing what to say, when to say it, to whom, and with the right tone. Listening, understanding and caring about our customers and their business. Many sellers are only there for the order. The Master Seller actually cares about their customers. Their customers know it and feel it. This creates loyalty, the ultimate competitive advantage. Closing. Most sellers do not ask for the order. They present product and let the customer decide. The Master Seller projects that they expect to get the business from the way they carry themselves—confidently, the way they speak—“when we put this together” vs. “if we put this together” and most importantly asks for the order, directly, in every selling situation. Simple, but rare, asking for the business in an open, direct way is what sets the Master Seller apart from the crowd. Options. Most sellers bring nothing— “What are you looking for today?”—or one item—“I’ve got a truck of 2x4 14’s today. Whaddya think?” The Master Seller “loads the gun.” They bring multiple products and options to every call. This brings a lot of value to their customers. Why don’t most sellers bring more options? Because it’s more work (See Work Ethic). Building-Products.com
Planning, Goal Setting, and Focus. Most sellers start to think about their day a half hour after they sit at their desk. The Master Seller plans out their career, their year, their quarter, their month, and their day ahead of time. Master Sellers have and set goals continuously. They take responsibility and control of their career and their calls. The Master Seller spends the last hour of the day preparing for the next day. They “hit the ground running” every day, while most sellers just hit the ground. Prospect All the Time. Most sellers prospect when the market is slow or when they lose accounts. Master Sellers always look for new business. Always.
Account Management I have worked with talented salespeople. On a call by call basis they are good. But they will not upgrade their account box (prospect). The salesperson making $75K a year is busy working a B– account box. We can’t have an
Building-Products.com
A+ sales life working a B– account box. Master Sellers upgrade their account box. They are busy also, but because the quality and quantity of the accounts they work is better, they make two to four times as much as their equally talented salesperson who does not upgrade—read prospect—for bigger and better accounts.
solve their business issues for better cost and thus margin. When we master these “Four Pillars” of the Master Seller, we will be the master of our own fate in our sales careers. We will be unstoppable.
Product & Market Knowledge Master Sellers know their products and their markets. They know the spreads and options across different products. This brings value to their customers. Master Sellers know when a market is going to move in either direction and helps their customers navigate them. This brings more value than the average “shopping service” seller who only brings their customer what they say they need. The Master Seller sells options and ideas to their customers that help make them money. Aside from helping them navigate moving markets they also bring them product options that can
August 2020
James Olsen is founder of Reality Sales Training, Portland, Or. After 20 years in sales, James started his own sales training business, devoted to helping companies and individuals achieve rapid sales growth. Contact him at (503) 544-3572 or james@ realitysalestraining.com.
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SALES & MARKETING SPECIAL ISSUE
By Allison Kurtz
Courting consumers in the COVID-19 era IT’S NO SURPRISE that the pandemic has ignited increased interest among consumers in their homes. As most of us are spending much more time at home, we are seeing and experiencing our homes in news ways and finding ourselves with extra time to tackle improvements from DIY projects to major renovations. With that in mind, now is an ideal time to position relevant brands in front of a captive and eager audience with home-focused content. When it comes to brand marketing and public relations, however, it’s no longer business as usual. The consumer mindset has changed drastically, requiring brands to revisit messaging and re-think their communications strategies to adapt to the new and evolving environment in which we find ourselves living. In our work with many of today’s top home brands, we are helping them to navigate and adjust, as needed, to changes in the marketplace and in consumer lifestyles. Following are some insights and approaches that we have found to be effective for keeping home brands relevant and top-of-mind during this uncertain and unpredictable time: • Position Brands for a New Way of Living – Focus on projects that help to make quarantine living more comfortable and enjoyable—everything from design and décor to organization, cleaning, safety and sanitation. Weave products into emerging lifestyle trends, such as segmenting home spaces in creative ways to accommodate working from home, inspiring new ways to cook or workout at home to keep things fresh and fun, and ideas for games or
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other activities to keep family members entertained, occupied and safe. • Instill Confidence – Share ideas for simple, cost-effective upgrades that add value to a home and that consumers can tackle confidently without needing a lot of expertise or assistance. When possible, provide video or step-by-step guidance to help DIYers approach projects confidently. • Pitch New Channels – Once a cumbersome and expensive endeavor, TV exposure is now easier to coordinate no matter where your spokesperson and influencers are located thanks to Zoom, Skype and other video conferencing services. Throughout the coronavirus pandemic, local and national stations alike have turned to remote reporting so it’s still possible—and actually easier—to book segments (both live and taped) or conduct virtual media tours. It’s also a great time to explore online media outlets, as well as home-focused blogs and influencers you may not have previously targeted. • Update Social Media Presence and Content – Consumers are spending much more time these days on their computers and mobile devices, making it crucial for brands to find ways to engage customers via social media and other online channels. Depending on the brand or service offering, aim to provide information that can help people stay healthy mentally, physically and financially. Maintain authenticity and review all content through a hyper-sensitive lens. • Drive Online Sales Opportunities – During these times of social distancing, businesses and consumers are
August 2020
relying more than ever on e-commerce. Successful brands will be those that make it easy for consumers to find, select, purchase and receive products and services. Work to optimize online ordering, offer virtual appointments and sales calls to replace on-site visits, and update websites to add home or curbside deliveries. Doing so may require an investment in new systems and technologies, but the dividends will be worth it in the long run. As we continue to traverse a rapidly changing landscape, marketing efforts will require careful and continual refinement. Take time to audit key messaging for sensitivity and make updates as needed. Ensure that all key stakeholders are updated and aligned with any changes and communicating consistently and with one brand voice.
Allison Kurtz is an executive vice president with L.C. Williams & Associates, Chicago, Il., a full-service public relations and marketing communications firm with experience ranging from brand marketing to crisis management. Reach her at (312) 565-4619 or akurtz@lcwa.com
Building-Products.com
SALES & MARKETING SPECIAL ISSUE
By Gregg Schwartz
How to have better customer conversations during the crisis THE COVID-19 CRISIS has caused so much disruption and uncertainty for everyone in all aspects of work and life. When talking to customers, it can be hard to know how to strike the right balance between acknowledging the crisis and focusing on business. Sometimes it’s okay to blend business and personal with your customer conversations, especially during a time of widespread stress, grief and uncertainty. Here are a few tips for having better customer conversations: Don’t Ignore the News. COVID-19 has caused a massive shift in everyone’s priorities and daily life experience. So don’t assume your sales conversations with customers have to be strictly about business. Start conversations by just asking customers how they’re doing, how they’re coping with the latest news. You don’t have to be afraid to acknowledge the crisis that we’re all in. Most customers will appreciate you being candid and willing to talk about a situation we’re all going through. At times of crisis, customers may even be more skeptical of salespeople who are not acknowledging the bigger situation. However, you don’t have to dwell on it. Try to keep the conversation light and optimistic. You might want to say things like, “It’s been awhile since we talked; the situation has been difficult, of course, but in the last month, my company is starting to enter into a kind of new normal, and I would love to talk with you. How are things on your end?” Talking about the crisis in terms of a shared experience and a common adversary can help customers feel like you are on their side, like you’re not
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trying to sell them something; you’re trying to help them overcome a crisis. Listen with Empathy. Every customer conversation right now needs to put empathy at the forefront. More than ever, be sensitive to what customers are going through. Be patient. Be compassionate. Be willing to just listen— they might not be ready to buy, they might not have good news for you, they might not even be happy to hear from you. Everyone is going through a lot of emotions right now. You may be calling customers who have had a family member die of COVID-19, who may have the virus themselves, or who may be at higher risk for it. Your prospect’s company might have taken a huge hit and could be struggling to stay in business. Whatever they’re going through, be willing to show you care—not just as a businessperson, but as a human being. Show Vulnerability. Your customer conversations might be a good opportunity to share your own story. Not in a sad, “woe is me” tone of voice, of course, but just as another way of acknowledging the crisis and helping customers know they’re not alone. You might want to open up about your own personal experience. Do you know anyone who’s become infected? How is the crisis affecting your immediate area? What concerns do you have for the industry you serve? Of course, you’re on these calls for business purposes; you should still try to be confident and upbeat. But it’s okay to commiserate a bit about just how uncertain the world can be, and show your own human response to the
August 2020
crisis, while also offering an optimistic vision of how your company can help them recover, rebuild and move forward into a brighter future. Help Before You Sell. Now more than ever, B2B salespeople are in the business of helping people. Buyers may be struggling to stay in business or recently had to part ways with some beloved employees or a longtime vendor. They also may be going through emotional turmoil, feeling scared about their own health and their financial future. Be ready to help. Be ready to think big about how you can help your customer’s business, even in ways that might not be immediately relevant to what you sell. Think beyond the immediate short-term transaction and build a longer-term relationship. Even if you can’t sell to this customer today, or even later this year, look to create the beginning of a business relationship that could last for years to come.
Gregg Schwartz is the director of sales at Strategic Sales & Marketing, New York, N.Y., providing lead generation consulting to hundreds of business (www.manageyourleads.com).
Building-Products.com
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SALES & MARKETING SPECIAL ISSUE
By Phillp J. Brand
Sell by taking responsibility CLIENTS APPRECIATE a salesperson with empathy and the ability to develop a total solution vs. simply presenting a product. Although the basic rules of selling, like credibility and effectiveness, haven’t changed a lot over the years, techniques that may have been effective years ago need to be re-examined to meet changed circumstances. There are new rules in sales now. The new rules include honesty and integrity, trustworthiness and dedication, fulfilling the real needs of the clients. 1. Instead of deflecting, choose to take responsibility for fixing the problem and wrestle it to the ground. Instead of spreading blame, professionals own and address the issue. Your first job is to serve. That is the foundation of the value you should hold for your clients. A true professional always delivers. Always meet your commitments or let people know well ahead of time if you may not be able to. While all your actions in some way determine whether you will earn the trust of our people, this final choice in our “better choices” series relates most directly to our ability to build, earn, and grow trust with your leadership. 2. It’s not about you. It’s about everyone else. People will remember how you behaved. Leadership is about reaching that shared vision of a desirable future. It’s about the greater good, not the leader’s good. Leadership is not about you! Your philosophy of life is the greatest determining factor how successful you will be. It’s a set of beliefs and principles how you choose to live. It’s also the way you think and act in your life. The challenge is to constantly revising, fine-tuning and
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changing it if necessary. Your sales career can flourish or flounder strictly on the basis of your philosophy. Philosophy is the study of thought. How your customers think, what they think and even why they think what they do, all goes into the study of sales philosophy. 3. People are smart. And they’re depending on you. Business in recent years has taken on many new and complex dimensions, and this trend is likely to continue. Today’s salesperson, as well as today’s buyer, is better educated, more informed and has more options than ever before. These changes have created new, exciting and challenging possibilities in every organization. Sales warriors need to acquire a working knowledge about these changes and have a comprehensive understanding of sales fundamentals. The selling process is a dynamic interaction between a professional salesperson and a client. The salesperson’s main objectives are to find out about the client’s needs and determine how to help the client fulfill those needs. To be successful at this process, one must learn the basics first. As with everything else, it’s a learning process. It must be built from the ground up, with a thorough understanding of the fundamentals. 4. It doesn’t matter whose “fault” it is. The buck stops here: why leadership requires taking responsibility. Leading an organization means accepting responsibility for what happens within it, for better and for worse Under-promising and over-delivering. Surprise your clients with unexpected levels of service and caring that will knock their socks off! Have them become your best advocates. Let them
August 2020
share news of your remarkable service to other potential clients. Professionals know when to accept mistakes they have been made and take it upon themselves to fix them. It doesn’t matter if one of your team members messed up or you did. If you are the leader, you need to take responsibility. 5. Move on. Don’t wallow. There’s lots to do. Choosing to take responsibility, in short, has four key steps: (a) Own the issue. (b) Deal with it swiftly, honestly and as completely as possible. (c) Pledge to not make the same mistake twice. (d) Move on. The next time you’re in the midst of a crisis, don’t deflect, underestimate people, or nitpick about whose fault it was. Leaders take responsibility. Own the problem, take a hard-nosed approach, present a solution, get to work, and don’t make the same mistake twice. You’ll stave off disaster, fix problems faster, build trust, and get better results.
Phillip J. Brand is the author of In Become a Warrior at Selling, sharing insight and mechanisms to acquire successful results as career sales professional (www.phillipbrand.ca).
Building-Products.com
SALES & MARKETING SPECIAL ISSUE
By Dave Kahle
Have outside salespeople become obsolete? THIS WEEK, one of my clients asked me this: “Are outside salespeople obsolete?” He is the CEO of a distributor who specializes in automation equipment. He had just lost three field salespeople and was thinking about replacing them. “What kind of person should I look for,” he asked, “in light of the recent and radical changes in the economy?” While his need for a solution was urgent, the question he asked is one that every B2B sales leader should be asking in the next few months. For generations, outside salespeople thrived on face-to-face relationships. Their approach to the job was to get in the car and go see people. The world is full of businesses who have grown on that sales model. For the last couple of decades, however, there has been a trend to enhance the role of the inside salesperson to complement and, in some cases, supplant that of the outside salesperson. Leading companies have been involved in slowly making these changes for some time. And, while the trend has been to move authority and accountability from outside to in, very few companies saw that as an all-ornothing strategy. It was generally seen as an incremental approach, and almost no one considered that the function of the outside salesperson might be done away with completely. Until recently. The COVID lockdown has turned the world of outside salespeople upside down. All at once, field salespeople found themselves locked out of their customer’s building. They couldn’t see their customers faceto-face. Those who were resourceful fell back on the phone and embraced
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video technology to attempt to stay in contact with their customers. They discovered that they needed to acquire an almost entirely new skillset, with new rules and new processes. We stepped into the gap with a webinar entitled “How to sell to customers when you can’t visit them” which we provided free to our clients to help with that transition. Now, the shock is over, and the new reality is settling on the world of B2B sales like a fog rolling in from the ocean. The new reality contains these elements: • Both sides of the sale—salespeople on the vendor side and purchasing people on the customer side—have discovered that phone and video technology is far more efficient that face-to-face live visits. The economics of the equation are unassailable. The typical outside sales call costs a company somewhere between $150 – $300 per call. Whereas the typical inside, proactive phone call costs a fraction of that: +/- $5 per call. • A decades-long trend has just accelerated. There has been a trend for purchasers to make decisions on the bases of internet information without a live sales visit. Fifteen years ago, for example, one survey reported that 70% of surveyed purchasers said they would rather have a good catalogue and knowledgeable inside contact than a traditional outside salesperson. That tendency has been around of a long time, but now it has been given a figurative shot of steroids. • A certain percentage of purchasers are going to insist on remote technology use by their vendor’s salesperson, as a means of adding efficiencies to the
August 2020
buying process in two ways: (1) In the reduction of time spent during a sales call and (2) Reduction of time spent by communicating with fewer sales people. • In remote technology (phone and video) the initiator of the call must be far more organized and on point than what was traditionally expected in a live sales call. While it was always a practice of the best to be organized and prepared for a sales call, in many industries the salespeople could “wing it” and use their “thinking on their feet skills” to finesse a sales call with little preparation. Those days are done. Add all this up and you’ve got to ask, “Is the traditional role of the outside salesperson obsolete?” While I don’t claim to have a special insight into the future, I have worked with B2B sales forces and selling organizations for 30+ years. I have an informed opinion. Here’s my view. Is the traditional role of the outside salesperson obsolete? In some industries, yes. In other’s less so. Here are three variables that will make the difference.
Three Variables 1. Size of the purchase. Specifically, where the purchase is a big-ticket item, the chances of the purchaser making that decision without a live relationship with the seller is less likely. Where the purchase decision is smaller, the likelihood of a salesperson-less decision is far greater. Let me give you an example. I’ve done a lot of work in the woodworking equipment industry. I’ve worked with dozens of companies who sold sophisBuilding-Products.com
ticated equipment that cut and drilled desktops, for example, and cost the purchaser hundreds of thousands of dollars. A manufacturer considering a $500,000 equipment purchase is going to continue to want to see and know— face-to-face—the person from whom he is considering buying. On the other hand, if he is buying a $50 band saw blade by the dozen, he will have no interest in spending time with a visiting salesperson. The issue here is the size of the purchase decision. For example, a manufacturer may decide to use a $2.00 component. But, if he signs a contract for one million of those over a two-year period, the buying decision is formidable. 2. Intricacy of the sales process. Where the sales process is involved and complex, the role of the live outside salesperson will continue to be required. Where the sales process is simple and straightforward, field salespeople will not be necessary. So, take for example, an automotive manufacture deciding on the vendor for a couple of components to a new automobile. Lots of engineers must sign off on the deal, as do multiple levels of purchasing people. It is an involved, heavily hands-on buying process. While the cost of the individual item may be pennies, the risk of making a mistake is huge, and purchasers reduce the risk with multiple layers of buying requirements. 3. Sophistication of the customer. This one works in the opposite direction. Where the customer is sophisticated the likelihood of them utilizing a vendor’s field salesperson is less likely. Where the customer is less sophisticated, the likelihood of a field salesperson being a necessary part of the buying decision is enhanced. The bottom line is this: There are very few absolute answers. It is a matter of degree. The degree to which your field sales force is obsolete depends on your customers. So, if your customer is relatively unsophisticated, your product is relatively expensive, and your sales process more involved, your outside salespeople will probably only feel some pressure to do more of their work—rather than all of it—remotely. If, however, your customer is relatively sophisticated, your product relatively inexpensive, and your sales Building-Products.com
process simpler, your traditional outside salespeople are probably obsolete.
A Caveat Most of the discussion above assumes a prior relationship with your customers. In other words, most of them know of you and you know most of them. What about the circumstances where you must regularly acquire new customers? This throws a monkey wrench into the works. While all the three criteria mentioned above remain operational, the difficulty of the sales task is multiplied when you must sell to people who don’t know you. Whereas before you could rely on field salespeople to prospect and create relationships, that is less likely to happen in the new environment. This can be huge—a make or break challenge for many companies who relied on the proactive field salesperson to unearth new customers. The companies that successfully meet this challenge will understand that they must develop a new approach to customer acquisition. They’ll need to re-think customer acquisition and develop systems which make heavy use of electronic communications, borrowing from the models developed in many of the B2C sales models. It will no longer be the individual’s responsibility to acquire new customers. Instead, the newly designed system will do it. Where does this leave sales leaders? Honestly, it is one of the biggest challenges of your career. You will not survive if you defend the status quo in the face of transformational change in your industry. Allowing a change-resistant sales force to influence your approach will be a ticket to market irrelevance. It is time to step up and lead. Here’s a recommended game plan: 1. Analyze your selling situation in light of your customers. What do they want from vendors like you? 2. Based on that information, envision a tentative role for the outside salesperson. You may find that they should become hybrid combinations of inside and outside sales: spending four days a week working remotely from a home office, for example, and one day actually seeing people who want to see them. You may find that a good percentage of the customers can be efficiently serviced by a competent
inside salesperson. You may find that some may need to transition 100% from outside to inside, while others will not adjust to the new selling requirements. 3. Create a new set of expectations for the salespeople. Whereas before you might have expected 20 sales calls a week, now you may expect 20 per half day! 4. Train them in the new skills and competencies they’ll need to survive and thrive and meet your expectations. A lot of salespeople will need to be more organized, better prepared, and more disciplined, to name a few of the competencies they’ll need to acquire. 5. Measure your progress, understanding that you may have missed the mark and must make significant changes to some of the new things you just put into place. Flexibility informed by objective measurements will be the key. Keep a close eye on the salespeople who are transitioning from one role to another. Many may not make the transition. The sooner you can uncover that and fix it, the better for both you and the salesperson involved.
Summary For 20 years, when asked about the future of the outside salesperson, I always replied, “Fewer and better.” That future scenario is here. The question of the role of the outside salesperson may present you with the biggest challenge of your career. It is time to lead in ways that you may never had before. The future is yours to create.
August 2020
Dave Kahle is an author, consultant and speaker who has presented in 47 states and 11 countries, improved the performance of thousands of B2B salespeople, and authored 12 books (www.davekahle.com)
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SALES & MARKETING SPECIAL ISSUE
By Chuck Casey
Staying connected in disconnected times OURS IS AN INDUSTRY that is built on trust and connections. For generations, the backbone of our industry has been the relationships that allow truckloads of products to be shipped simply with a call or handshake. This has come in part from countless face to face meetings during sales calls, trade shows, association meetings, or just a casual lunch. These meetings establish the credibility that leads to the trust that allows our industry to thrive. At least for now, that has all changed. The various events of 2020 have severely disrupted how we connect and interact as an industry. The majority of opportunities for in-person interactions have, for now, vanished. But, we still need connection and community, especially during times like this! There has never been a more important time—or more challenging time—to stay connected and to keep your brand and message front of mind. You started the year with plans, new products and goals. Although the news would have you think the world is ending, our industry is still thriving with many companies reporting record demand. There are certainly a number of viable options to get your message out there, digital or otherwise. Yet most of them are unfocused and impersonal, like tossing darts blindfolded. Or worse, having them tossed by a stranger you don’t have a relationship with! Print trade publications, on the other hand, are precisely targeted. They deliver your message directly to and are innately trusted by the exact people you want to reach. They do this in an environment of connection,
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trust, credibility and community. In fact, a good trade publication is itself a place of community and keeps us all connected. I recommend that you look at which publication your targeted audience is reading and relying upon to make critical business decisions. When you visited their place of business, which one did you see on their desk, often dog-eared from use? I suspect, more often than not, they’re doing exactly what you’re doing right now—reading The Merchant Magazine, as they have done for many generations. Sure, I’m tooting our own horn, but I firmly believe that The Merchant is more than a trade magazine; it’s an enthusiast publication catering to the top professionals whose passions and sense of purpose are poured into their lumber and building material careers. You are the people we serve; our publications reflect your enthusiasm and your love of our industry. And our readership has never been higher. Print advertising in The Merchant will allow you to reach your target audience keeping your brand and messaging current, relevant, and continuing the momentum you started the year within an environment of trust. It is like your best friend vouching for you to a good friend they have. We have built this trust and credibility by reliably serving the industry since 1922. In a world of too much digital noise, distractions, short attention spans, and a lack of trust, our publications have remained consistent and our advertisers successful and profitable. Although your travel schedule and sales calls remain disrupted, our
August 2020
communication channels are wide open and in fact, being listened to at a greater rate than ever before! It is during times like this that our industry falls back to what they know they can trust and for pennies compared to your trade show and travel budget, we can put you in front of them. I have spent my entire career in print advertising sales and know it works to communicate your message, brand and to drive sales. Print advertising has been the backbone of successful marketing for generations of businesses in almost every industry in America. That truth remains the same now and even more so given the changes to “how” we connect and interact today as an industry. We are here to serve you and this industry. Give me the opportunity to play a role in your success this year.
Chuck Casey is director of sales for 526 Media Group, Costa Mesa, Ca., connecting manufacturers and distributors to LBM buyers through BPD, The Merchant Magazine, Deck Specialist, and a host of digital offerings. Contact him at (714) 486-2735 or ccasey@526mediagroup.com.
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SALES & MARKETING SPECIAL ISSUE
The best ads of the year THE MERCHANT MAGAZINE’S fourth annual ad competition is designed to showcase the best in LBM marketing over the last 12 months. Ads evaluated ran for the first time in The Merchant Magazine or sister publication Building Products Digest between July 2019 and June 2020. Entries were divided into five categories
(fractional size, in-house design, series, specialty piece, and best overall). A panel judged the ads on four criteria: 1. Attention Getting. Does it make the reader stop to take a closer look? 2. Easily Understood. Does the reader in a quick glance know what is being promoted? 3. Enticing. Does it promote the com-
pany/product in an appealing way that would make its targeted audience want to seek more information? 4. Clean. Is the layout attractive and easy to navigate, so elements don’t compete with each other and key information—particularly contact info—is easy to find? And the winners are...
BEST FRACTIONAL PAGE AD Timber Products “Ultralight MDF”
BECK to the roots
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“Many companies try to do too much in a fractional ad. A strong tagline and interesting visual make a powerful statement in this ad.”
Help your customers choose the
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TigerDeck “A beautiful deck highlighted only by what’s most important to drive response.”
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Master Distributor: FASCO America Inc. 800-239-8665 | www.fascoamerica.com
• Best Fractional Page Ad Honorable Mention – Pennsylvania Lumbermens Mutual Insurance (“Time Is On Your Side”)
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Building-Products.com
BEST IN-HOUSE DESIGN Simpson Strong-Tie
“A practical, targeted ad. The trade will immediately appreciate this new product because of the visual.”
“Raising the Bar”
Raising the bar on overhead fastening.
19-1118 PWT Treated Dec Ad-HI.pdf
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Find out more at pacificwoodtech
Introducing the new Quik Stik rafter and truss fastening system. We’re taking overhead fastening to a new level. With the Quik Stik system, your customers can stand and drive truss screws quickly, safely and efficiently without ladders, line compressors or power nailers. It’s designed specifically for use with our code-listed Strong-Drive SDWC Truss screw. To learn more, visit go.strongtie.com/quikstik or call us at (800) 999-5099. ®
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*Excludes industrial applications, such as scaffold plan
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Robbins Lumber “A clever ad that pulls several cues that tie back to their value proposition.”
Kebony “Showing a wood product in harsh applications says it all.”
“Proves ads can sell and have fun.”
“Conveys essence of trendy Euro designs.”
• Best In-House Design Honorable Mentions – Lonza (“Greener Fences”), BlueLinx (“Big Plans”) Building-Products.com
August 2020
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SALES & MARKETING SPECIAL ISSUE
BEST SPECIALTY PIECES Northeastern Lumber Manufacturers Assn. Digital Edition Sponsored by
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THE VOICE OF THE
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O group that understands how to use space D“Creative to create curiosity, fun and a powerfully delivered OU Using sequential pages to ‘unfold’ Ymessage. a story, they capture the reader!” BELIEVE ...
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NELMA “Peeled Masthead” “Pushing boundaries by asking the publisher if they can take a cover ad to the next level, they deliver a very attention-grabbing ad!”
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Building-Products.com
BEST AD SERIES
Pacific Woodtech Corp. 19-0911 PWT Treated 2019 OCT-HI.pdf
Campaign Ad-HI.pdf 19-0821 PWT Treated 2019
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s of the future, Unobstructed view now shipping. Even we didn’t think it could be
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and shipping. is now on deck PWT Treated™ new meaning. nty.* r warranty took on a whole , and has a longe Decked out just g, with longer spans to outlive! It’s longer lastin made that’s or living Here’s to outdo Find out more
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It seems impossible, until it’s done.
No brag, just fact.
solutions The decking world’s first manufacturer-treated LVL, with legendary characteristics in engineered LVL and the dawn of a new era The world’s first manufacturer-treated expectancy The life fungal greatest Protects against rot, decay and insects, and has a 25-year warranty,* 50-year life expectancy 50-year thing since…well you get the idea: the and insects, 25-year guarantee, world’s first manufacturer-treated Protects against fungal rot, decay LVL Protects for UC3B No-gradient, uniformly treated, 2X PTI retentions required foragainst UC3B fungal rot, decay and insects, ly treated, 2X PTI retentions required and has a 25-year warranty,* uniformly No-gradient—uniform 50-year life expectancy LVL PWT of s And, of course, all of the advantages of PWT LVL No-gradient, uniformly treated, And, of course, all of the advantage 2X PTI retentions required for UC3B And, of course, all of the advantage s of PWT LVL Find out more at pacificwoodtech.com/treated /treated Find out more at pacificwoodtech.com
Find out more at pacificwoodtech.com /treated
*Excludes industrial applications, such as scaffold plank and concrete forming
ions, such as scaffold
al applicat *Excludes industri
plank and concrete
*Excludes industrial applications,
forming.
such as scaffold plank and concrete
forming
“Each ad carries over just enough design elements to establish familiarity, while highlighting unique, dramatic imagery that ensures every reader will stop and take notice.”
“Amazing visuals tied to strong taglines and short descriptions with the brand logo front and center. Perfectly designed ads!”
Weyerhaeuser “Rely On” “In a relationship industry, these ads hit the target. B&W images convey heart and credibility, while color draws attention. Brilliant.”
Everwood Treatment Co. “Building Your Reputation” “Such clever ads from a simple product. Builds a lot of thought using very few words. The sketch to photo, combined with ‘building’ and ‘reputation’ convey a powerful differentiator to the reader.” PM 4/17/2020 3:04:48 Untitled-2 1
Everwood Final.indd
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SALES & MARKETING SPECIAL ISSUE
BEST OVERALL AD CMPC USA
“Welcome Home”
“Demonstrates the power of a clean design and white space. Very few words and a clean visual make the product pop.” “Reader immediately recognizes what product is being promoted and how it is best used.”
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“Evokes warmth on every level.” “White never looked so good.”
2020
BORN READY. Recessions and trade wars. Big box and online competition. Floods, fires, hurricanes, tornadoes–– even a global pandemic. Throughout the last 75 years, Do it Best has faced disruptions of every kind. Disruptions we were born to overcome. Together, we have proven we have the strength, agility, and wisdom to be there for each other and our communities. While no one can know what the next 75 years will hold, we are confident that we will continue to help our member-owners grow and succeed— because we will do what we were born to do. Together.
Do it Best “Born Ready” “A simple ad that is made powerful through a strong tagline and the B&W to color transition.” “Simultaneously expresses both history and modernity.”
20-0316 PWT 2020 Campaign Ad-HI.pdf
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Pacific Woodtech Corp. “Reinventing” “Brilliant graphic design creates a strong visual that is front and center.”
BE A PART OF THE NEXT 75. doitbestlbm.com
• Best Overall Ad Honorable Mentions – Wild Hog (“LINX Launch”), Norbord (“Framing Young Futures”)
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MOVERS & Shakers Kevin Bruce, ex-BMC, is a new lumber trader for Western Lumber Co., Meford, Or. Mike Carey, ex-Georgia-Pacific, is a new sales specialist with Roseburg Forest Products, Springfield, Or. Pat McCumber has retired after 44 years at Rim Forest Lumber, Rimforest, Ca. Stephanie Richardson succeeds him as general mgr. Scott D’Angelo, store mgr., has retired after 15 years. Dan Korgan, ex-Homewood Building Supply, was named general mgr. of Dixieline Lumber & Home CentersTruss Division, Riverside, Ca. Andy Dunham is now director of sales for Idaho Forest Group, Coeur d’Alene, Id. Stan McGehee has retired after two years with Zip-O-Log Mills, Eugene, Or., following a lengthy lumber sales career with Weyerhaeuser and Willamette Industries. Phil McInerney has retired after more than 30 years in the industry, the last 29 years with Pacific Building Materials, Kailua, Hi. Raegan Stratton, ex-Rosboro, has joined D.R. Johnson Wood Innovations, Riddle, Or., in business development and sales. Dean Kerstetter has assumed responsibility for all operations in the sawmills, treating plants, and distribution centers for the Mendocino Family of Companies, Santa Rosa, Ca. Mike Thelen assumes responsibility for all sales. Adam Steinbuck has taken charge of all home center, programs and specialty sales. California distribution sales will be led by Sam Patti. Mill direct sales and distribution sales outside of California will be led by Don Dye, Jr. Paul Vines has been promoted to yard operations mgr. at FoxworthGalbraith Lumber Co., Roswell, N.M. Aaron Bonham, ex-Fiberon, has formed manufacturers rep Epic Decks & Outdoor Living, Salt Lake City, Ut. Chris Cotton, Dunn Lumber, has transferred from Kirkland, Wa., to sales in Shoreline, Wa. Building-Products.com
Doug Asano, ex-Huber Engineered Wood, has the commercial team at Roseburg Forest Product, Springfield, Or., as director of sales excellence. Michel Painchaud is new as business mgr.-Canada. Rich Barker has been promoted to general mgr. of Builders FirstSource, Durango, Co. Kenny Hassett was promoted to GM in Olympia, Wa. Diana Dacuma, ex-OrePac Building Products, has joined Builders FirstSource, Longmont, Co., as a sales specialist. Ron Welch, mgr., L&W Supply, Albuquerque, N.M., is among 14 branch leaders inducted into the chain’s managing partner program, along with Joshua Gill, Tigard, Or.; Greg Jacobsen, Chico, Ca.; Stephen Miller, Orange, Ca.; and Raul Rodriguez, West Sacramento, Ca. Howard O’Neal has been promoted to product sales mgr.-spruce for Do it Best Corp., Fort Wayne, In. Jessica Waggoner is now merchandising systems & pricing mgr.; Rachel Evans, category management planner; Sam Faulkner, business analyst; Pete Partin, EDI communications specialist; and Donnevin Wolfe, sales support coordinator. New to the company are Beth Dreher as category management director; Amanda Mulkey, advertising services rep; Bailey Whitehill, application developer; and Lauren Ohnesorge, data analyst. Joren Knockaert, ex-Mohawk Industries, has been appointed president and CEO of Deceuninck North America, Monroe, Oh. He succeeds the retiring Filip Geeraert, who will now serve as chairman of the board. Richard Wallace, former longtime VP of communications for the Southern Forest Products Association, is author of the new book The Couscous Chronicles: A Peace Corps Memoir. Helen Waite is the new credit mgr. at Mungus-Fungus Forest Products, Climax, Nv., with employees instructed to advise customers: “If you want credit, go to Helen Waite,” report co-owners Hugh Mungus and Freddy Fungus. August 2020
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Specialties Manufacturer Relocating to Larger Site in the High Desert
Specialty wood products manufacturer Brent-Wood Products, Compton, Ca., has begun transitioning its operations to a significantly larger production complex in Hesperia, Ca. The company purchased the new 17-acre site—a former 84 Lumber yard—last summer and expects to be in full production there this summer. All operations should be relocated from Compton by next June. Brent-Wood is still in the process of designing a new floor plan for the property, which includes a 12,000-sq. ft. main building, 30,000-sq. ft. warehouse, 8,400-sq. ft. storage shed and two 12,000-sq. ft. sheds. In addition to being 15 times as large as its original site, the Hesperia yard offers an 800-ft. rail spur and a commercial truck scale. Brent-Wood’s products include wood reels, packaging supplies, doghouses, and patio and garden items.
Hardware will better connect with customers and employees, capture their experiences in-the-moment, and take action to ensure shopping and working at Ace Hardware continues to be a fun and memorable experience. “Ace Hardware is a great representation of what retailers should be doing—staying connected to employees and customers and taking action to ensure employees and customers remain at the center of their business,” said Leslie Stretch, CEO for Medallia. Medallia’s SaaS platform, the Medallia Experience Cloud, captures experience signals created on daily journeys in person, digital and IoT interactions and applies proprietary AI technology to reveal personalized and predictive insights that can drive action with tremendous business results. The service can help reduce churn, turn detractors into promoters and buyers, and create in-the-moment cross-sell and up-sell opportunities, providing clear and potent returns on investment.
Ace Inks Pact to Use More Analytics
Ace Hardware has selected Medallia’s experience management platform and Gallup’s global analytics services to improve the customer and employee experience at its retail members’ stores and reinforcing its commitment to being the “Helpful Place.” “Driving satisfaction for our employees and customers will always be a top priority,” said Andy Enright, VP-retail development & strategy for Ace Hardware. “Ace is excited to partner with Gallup and Medallia to take our award-winning customer service to the next level.” Aided by Medallia’s technology combined with Gallup’s expertise in customer and employee engagement, Ace
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SoftLite Opens Up to New Looks
SoftLite Windows & Doors has introduced a modern new take on its classic logo that celebrates its 85-year legacy and signifies the company’s commitment to future growth. SoftLite’s new design features a revised window icon, softer colors, smoother font, and the removal of the hyphen in its name. The new clean appearance is in line with current design trends and promotes a feeling of warmth and new energy for the company’s established brand.
Building-Products.com
SRS OpensExtra 6 New Locations Ace Offers Mile Guarantee
SRS six new greenfield locations,a Ace Distribution Hardware is opened rolling out its Extra Mile Promise, including Junction, Shreveport, La.; Waxahachie guaranteeGrand that Ace has theCo.; expert advice and supplies needand El help Paso,consumers Tx.; Conyers, Ga.; and Sterling Heights, Mi. ed to successfully tackle any paint project SRS now more than 350 locations under various with just oneoperates trip to the store. brands across 44 Available at states. participating stores nationwide, the vow was created to address and relieve the frustration consumers deal with when faced with the proposition of yet Combilift Earns High Honors another trip towas the honored store as awith resulta of forgotten itemsDesign or not Combilift 2020 Red Dot enoughfor paint. is so launched confident Combi-CBE4 in its one-trip guarantee Award its Ace recently material that it will provide free delivery to consumers who may be handler—the world’s first compact counterbalance design in need of additional paint supplies. forklift with patented electric-powered multi-directional “While it hurt our pride to learn this, the truth is that traction on all wheels. while trust Ace as Place,internafar too The consumers Red Dot distinction is the nowHelpful established TO MARK centennial, CEO Bill Hayward the many ofasHayward them that our speedy sized stores didn’t tionally one believed ofLumber’s the most sought-after seals of sliced quality birthday cake H ayward style— with a chain saw— during a Sept. 7 celebrahave enough product to one complete paintlargest project,” said for good design, andCa., as thetheir world’s tion in San Luis Obispo, that wasofattended by nearly 1,000. product John Venhuizen, and CEO. “We know competitions. The president awards attract submissions fromthis overisn’t 50 the case, every so to assuage these misperceptions, we decided to countries year. This is the second Red Dot Combilift stand behind itour large paint assortment with Extra Mile Housewraps, Weather has received; was a winner in 2014Barriers with thethe Combi-WR4 Promise. Our objective is simple: be known multi-directional pedestrian operatedtoreach stacker. rending in Residential ar etas the #1, best, most convenient, most 4t helpful and most credible store The Combi-CBE, with lift features the Housewrap preferences are capacity, gradually evolving, for paint in the neighborhood.” company’s internationally patented independent electric according to a recent presentation at the Housewrap 2019 traction which all front and rear drive wheels conference on provides builder and consumer practices by Ed Weyco Recalls Coated I-Joists with 100% traction control, therefore negating the need Hudson, Home Innovation Research Labs. Weyerhaeuser isthat recalling a 60% batch of all TJI housewrap Joists with Flak for Hudson differential lock onabout slippery surfaces. By inputting shared of and Jacket Protection, after(WRB) linking an odorisininstalled certainon newly the wheel-base parameters, thematerial traction commands are weather-resistant barrier new constructed homes to a recent formula change in the coatcalculated by the control system. As the truck drives, the homes; the remainder is installed primarily on homes being Merchant 8-17 Layout.qxp_D SigNov03-1-8,41-48 7/25/17 1:18 PM Page 20 ing that included formaldehyde-based resin. The issue is speed and rotational direction of the wheels are controlled re-sided. isolated to Flak product made after Dec. 2016, independently, andJacket tight turns canto bedominate negotiated with1,no tire DuPont’s Tyvek continues with nearly and does not affect any ofWRB the acceleration company’s other products. wear. This also offers precise and half the housewrap and installations in deceleration new homes. Flak Jacket Protection is a coating applied to I-joists to control for the operator, significantly reducing load DuPont established leadership in technology and long education enhance fire resistance, and it is not widely in use. The momentum twisting when traveling sideways. early have maintained leadership for decades. AceandOffers Extrathat Mile Guarantee Ace Hardware is rolling out its Extra Mile Promise, a guarantee that Ace has the expert advice and supplies needed to help consumers successfully tackle any paint project with just one trip to the store. Available at participating stores nationwide, the vow was created to address and relieve the frustration consumers deal with when faced with the proposition of yet another trip to the store as a result of forgotten items or not enough paint. Ace is so confident in its one-trip guarantee that it will provide free delivery to consumers who may be in need of additional paint supplies. “While it hurt our pride to learn this, the truth is that while consumers trust Ace as the Helpful Place, far too TO MARK Lumber’sthat centennial, CEO Bill Hayward sliced the many of Hayward them believed our speedy sized stores didn’t birthday cake H ayward style—to with a chain saw— Sept. 7 celebrahave enough product complete their during paintaproject,” said tion in San Luis Obispo, Ca., that was attended by nearly 1,000. John Venhuizen, president and CEO. “We know this isn’t the case, so to assuage these misperceptions, we decided to stand behind our largeWeather paint assortment with the Extra Mile Housewraps, Barriers Promise. Our objective is simple: to be known rending in Residential ar etas the #1, best, most convenient, most helpful and most store Housewrap preferences are graduallycredible evolving, for paint in the neighborhood.” according to a recent presentation at the Housewrap 2019 conference on builder and consumer practices by Ed Weyco Recalls I-Joists Hudson, Home InnovationCoated Research Labs. Weyerhaeuser recalling batch of of all TJI housewrap Joists with Flak Hudson sharedisthat abouta 60% and Jacket Protection, after linking an odor in certain newly weather-resistant barrier (WRB) material is installed on new 1321 N. Kraemer Blvd. (Box 879), Anaheim, Ca. 92806 constructed homes to is a recent formula change in the being coathomes; the remainder installed primarily on homes Fax 714-630-3190 ing that included formaldehyde-based resin. The issue is re-sided. (714) 632-1988 • (800) 675-REEL isolated to Flak Jacket product to made after Dec. 2016, DuPont’s Tyvek continues dominate with1,nearly and does not affect any of the company’s other products. 3518 Chicago Ave., Riverside, Ca. 92507 half the housewrap and WRB installations in new homes. Flak established Jacket Protection is a coating appliedand to I-joists to (951) DuPont leadership in781-0564 technology education enhance fire resistance, and it is not widely in use. The early and have maintained that leadership for decades. www.reellumber.com
Wholesale Industrial Lumber
REEL
LUMBER SERVICE
34 n 2019 The The Merchant Merchant Magazine Magazine n October August 2017 20 Building-Products.com
Wholesale
Traditional mechanically-attached housewraps still product is present in the basements of about 2,200 houses make up more than of in all limited housewrap and WRB in various stages of two-thirds construction markets. Most materials installed, butyet alternatives of the houses are not occupied. are making inroads. Combination WRB and structural panels, such Weyerhaeuser will cover the cost sheathing to either remediate or as Huber’s ZIP System and Georgia-Pacific’s ForceField, replace affected joists. It has halted production, sales and now make up about 10% ofand thisismarket among new product homes. shipments of the product, collecting unused Self-adhered membranes are now approaching 10% of the from customers. market, as well. Fluid-applied Approximately $9 million ofmembranes the productnow has constitute been sold about 3% of new home housewrap/WRB installations. since December 2016. Weyerhaeuser expects to spend $50to traditional $60Alternatives million resolving the issue.housewrap are found more extensively on higher-end homes and multifamily buildings.
Windows & Doorsandy Keep Growing ce Re randing an 5.7% i ision Residential window shipments increased in 2016,
Ace Hardware the shipped acquisition of amounting to moreCorp. than has 43.2completed million units across Handyman Matters, franchisor of home repair, maintenance the nation. Looking forward, national growth is expected to THE RECENTLY introduced Combi-CBE4 handler honored and improvement services basedbefore in material Denver, Co.offwas increase another in 2017 trailing somewhat with a prestigious Red5.6% Dot Design Award. Early next year, Handyman Matters will be rebranded in 2019 to 4.6% growth, according to a new Window as & Ace Handyman Services and operate as a new stand-alone, Door Manufacturers Association study. “We are very proud that one of our products has once subsidiary ofshipments Ace Hardware. In 2016, ofasside-hinged entry doors increased again been recognized a worthyorganization winner by comprised the jury,” Handyman Matters isunits a franchise by 6.1% to 9.7 million on the national level, alleviatsaid Combilift CEO and co-founder Martin McVicar. “Both of owned and operated and in company-owned inglocally any concerns over the decrease shipped these accolades areprofessional testimony to the high units caliber of our locations that offer and multi-skilled craftsmen, betweendesigners 2014 andand 2015. Based on the analysis of the data, product R&D department, and to the benefit trained to handle a homeowner’s to-do list in addition to annual growth is forecasted to clients climb to 5.9%theindesign 2017 achieved in collaboration with our during larger projects. On-site services to consumers and small before declining to a modest 5.2% growth in 2019. process of ainclude new model.” businesses carpentry, plumbing, recovered electrical, drywall, Architectural interior flush fromasa He added, “Optimizing space,doors safety and efficiency painting and flooring. It currently has 57 franchisees who decline the previous year out by growing 4.5% in 2016aswith well getting better value of your investment, the collectively employ about 250 handymen and women in nearly 2.9 million units shipped, while stile and rail doors multi-purpose forklift allows you to do more with less—it 121 territories across 23 states. its upward trend with a 6.6% increase the withreturn neariscontinued also enhancing your investment, improving Andy Bell, the founder andAnnual CEO of Handyman Matters, ly 0.44 million units shipped. growth of flush doors of your investment (ROI)day-to-day and reduces the total cost of will continue to lead business operations is forecast 4% the inminimum. 2017 before declining to a1% in ownership totoanbe absolute If there was ever time for Ace Handyman Services from its headquarters 2019. Stile and railyour doors are also predicted to at grow 4% in in to make sure that warehouse is working optimum Denver. Integration and re-branding initiatives are currently 2017 and decline to 1% by 2019. Traditional housewraps still capacity and efficiency, then it’s now.” product iswith present in the basements 2,200 houses underway amechanically-attached target completion in of firstabout quarter 2020. make up more than of in all limited housewrap and WRB in various stages of two-thirds construction markets. Most materials installed, butyet alternatives of the houses are not occupied. are making inroads. Combination WRB and structural panels, such Weyerhaeuser will cover the cost sheathing to either remediate or as Huber’s ZIP Lumber System t Reel Service, we production, supply ForceField, replace affected joists. Itand hasGeorgia-Pacific’s halted sales and now make up about 10% ofand thisismarket among new product homes. shipments of the collecting unused domestic andproduct, foreign hardwoods. Self-adhered membranes are now approaching 10% of the from Our customers. products and services include: market, as well. Fluid-applied membranes now constitute Approximately $9 million of the product has been sold • Hardwood Lumber & Pine about of new 2016. home housewrap/WRB installations. since 3% December Weyerhaeuser expects to spend $50• Hardwood Plywood & housewrap Veneers Alternatives to traditional are found more $60 million resolving the issue. extensively on higher-end homes and multifamily buildings. • Melamine Plywood
A
Windows &Moulding Doorsandy Keepcherry, Growing • Hardwood (alder, ce Re randing an 5.7% i ision Residential window shipments increased in 2016,
mahogany, MDF, maple, red oak, paint Ace Hardware the shipped acquisition of amounting to moreCorp. than has 43.2completed million units across grade, pecan hickory, white oak, walnut, Handyman Matters, franchisor of home repair, maintenance the nation. Looking forward, national growth is expected to and improvement services basedbefore in Denver, Co.off somewhat beech) increase another 5.6% in 2017 trailing Early next year, Handyman Matters will be rebranded • Milling (moulding profiles, S2S, SLR1E, in 2019 to 4.6% growth, according to a new Window as & Ace Handyman Services and operate as a new stand-alone, Door Manufacturers Association SLR2E, & resawn lumber) study. subsidiary ofshipments Ace Hardware. In•2016, of side-hinged entry doors increased Woodworking Accessories (appliques, Handyman a franchise comprised by 6.1% to 9.7Matters millionisunits on the organization national level, alleviatornaments, butcher blocks, corbels, etc.) of locally owned and operated and company-owned ing any concerns over the decrease in units shipped locations that offer multi-skilled • Woodworking Supplies (deft finishes, between 2014 and professional 2015. Basedand on the analysis ofcraftsmen, the data, trained to handle a homeowner’s to-do in addition to colorgrowth putty, is adhesives, etc.) annual forecasted to climb list to 5.9% in 2017 larger projects. On-site services to consumers and small before declining to a modest 5.2% growth in 2019. businesses include interior carpentry, plumbing, electrical, drywall, Architectural flush doors recovered from a ur products arecurrently widely used in painting and flooring. It has 57 franchisees who decline the previous year by growing 4.5% in 2016 with interior finish carpentry, furniture, collectively employ about 250 handymen and women in nearly 2.9 million units shipped, while stile and rail doors 121 territories across 23 states. cabinetry and hundreds of industrial and continued its upward trend with a 6.6% increase with nearBell, the founder andAnnual CEOWe ofgrowth Handyman Matters, ly Andy 0.44 million units shipped. doors manufacturing applications. stock aof flush will continue to lead the day-to-day business operations is forecast to line be 4% in 2017 before products declining to 1% in complete of complementary for Ace Handyman Services from its headquarters 2019. and rail doors are predicted to grow 4% in in to Stile complete virtually anyalso woodworking Denver. Integration and re-branding initiatives are currently 2017 and decline to 1% by 2019. underway with a target completion in first quarter 2020. or millwork project.
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2020 n Service, The Merchant Magazine n 47 tAugust Reel Lumber we Building-Products.com supply domestic and foreign hardwoods. Building-Products.com
NEW Products
Smart Door Locks
DeWalt’s new 12V/20V MAX* Compact Task Light features a 360-degree rotating handle, allowing the user to angle their light to help illuminate any job. At only 2.8 lbs. (without battery), the light can be used handheld, self-standing, wire hung, or even mounted on a tripod. It has a single button that powers on and is used to adjust the brightness settings.
Andersen Corp. and Yale Home are collaborating to debut an expanded line of the Yale Assure Lock for Andersen Patio Doors, bringing keyless convenience to Andersen patio doors and entranceways. Available for E-Series and A-Series patio doors, the expanded options are available for Touchscreen (for key-free access via touchscreen code entry), Z-Wave (enabling compatibility with home automation, professional and self-monitoring smart home systems), and Bluetooth & Wi-Fi smartlocks (providing key-free locking/unlocking via Wi-Fi connectivity via the included Yale Connect Wi-Fi Bridge and free Yale Access app).
n DEWALT.COM (800) 433-9258
n ANDERSENWINDOWS.COM (800) 426-4261
Light for When It’s Tight
Door Handle Holder Mockett’s new Door Handle Cuff offers a hygienic approach to opening traditional interior doors to prevent the spread of germs and bacteria. Simply rest your forearm into the cuff and press down on the door handle and push or pull to minimize possible contact through contamination. The easy-to-install forearm shield slips over the handle and is screwed into place. The device fits most traditional door handles including square or round handles with a 3/4” to 1” diameter. n MOCKETT.COM (310) 318-2491
C&E LUMBER COMPANY 1 1/2” to 12” Diameter in Stock.
SPECIAL QUOTES
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Decorative Beadboard Wall Panels Arauco has added Fibrex Beadboard to its Fibrex High Density Fiberboard (HDF) line produced at its Stephen, N.B., facility. The durable beadboard, for residential and commercial interiors, is offered in both 2” and 4” on-center groove patterns. It has a decorator-quality, pre-painted white finish. The smooth surface also finishes beautifully if additional coats of paint or other colors are desired. It is offered in a standard thickness of 4.8 mm, with standard sheets sizes of 48” x 96” and 32” x 48” ideal for wainscot. Custom thicknesses are available from 4.8 mm to 6 mm, as well as cut-to-size (CTS) options with applicable minimum purchase volumes. n NA.ARAUCO.COM (800) 261-4890
Building-Products.com
Ultra-Underlayment The upgraded DuPont Tyvek Roof Protector provides a cooler, gray color surface for builders and roofing contractors to work on. In addition to a color change, the engineered synthetic roofing underlayment features good walkability for safe working conditions, with a wrinkle-free and slip-resistant surface that allows for better traction and grip for contractors. It effectively holds chalk lines with increased visibility, improving speed and accuracy during installation of the final roofing assembly. n DUPONT.COM (302) 287-0740
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Celebrating 53 Years of Service At Swaner Hardwood, we are committed to providing superior-quality products, personalized service, and great value to our loyal customers.
• Hardwood Lumber / S4S • Hardwood Plywood • Custom Hardwood Moulding • Custom Hardwood Flooring 5 West Magnolia Blvd., Burbank, Ca. 91502
(818) 953-5350
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”
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RCA Utility Clips Simpson Strong-Tie has introduced two new, longer lengths to its line of L-shaped RCA rigid connector angle utility clips for cold-formed steel construction. Clips of 9” and 11” are being added to the existing lineup of 3”, 5”, and 7” clips. They are available in 12-gauge, 14-gauge, and 16-gauge and feature a G90 galvanized coating for enhanced protection against corrosion. n STRONGTIE.COM/RCA (800) 999-5099
Higher Standards Werner’s new 6’ Leading Edge lanyards keep contractors safe while working on the world’s biggest projects. The new lineup of lanyards has been tested and approved for leading edge use over steel beams, B-Deck and precast concrete. Available in four models, each lanyard is made from 1/4” 7x19 vinyl-coated galvanized aircraft grade steel cable for strength and durability. They are rated for a 12-ft. freefall for users up to 310 lbs. and up to 400 lbs. for a 6-ft. freefall. n WERNERCO.COM (888) 523-3370 Building-Products.com
Safety Treads
Upgraded Housewrap
StairMaster safety renovation treads are now available from Wooster Products in a range of coordinating or contrasting colors, including photoluminescent, to enhance front edge visibility and safety. With a proprietary bonding process which ensures a long service life, the anti-slip stair treads are ideal for exit path markings, safety egress systems, steps and landings. They feature a heat-treated, corrosion-resistant aluminum substrate and a nearly diamond-hard aluminum oxide filler. Treads are offered in 9� and 11� widths, with a mill-finish extruded aluminum base, beveled edge, and countersunk holes.
Benjamin Obdyke has launched a new and improved Flatwrap HP high-performance housewrap, with an adjusted price point to be more accessible in the residential channel. Flatwrap HP is designed for use in non-absorptive cladding applications or in conjunction with a rainscreen for other applications. It offers superior durability via a trilaminate polypropylene substrate, which protects the water holdout layer from damage during install. Available in 3 ft., 5 ft., and 9 ft. sizes, it can be exposed for 120 days before cladding install and offers a gray, low glare surface for easy install.
n WOOSTERPRODUCTS.COM (800) 321-4936
n BENJAMINOBDYKE.COM (800) 523-5261
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CLASSIFIED Marketplace Rates: $1.20 per word (25 word minimum). Phone number counts as 1 word, address as 6. Centered copy/headline, $9 per line. Border, $9. Private box, $15. Column inch rate: $55 if art furnished “camera-ready” (advertiser sets type), $65 if we set type. Send ad to Fax 714-486-2745 or dkoenig@526mediagroup.com. Checks payable to 526 Media Group. Deadline: 18th of previous month. Questions? Call (714) 486-2735.
HELP WANTED
HELP WANTED
LIVE AND WORK IN BOZEMAN, MONTANA! Kenyon Noble Lumber & Hardware of Bozeman, Montana, is looking for a General Manager at our Belgrade location. Kenyon Noble was founded in 1889 and is the leading supplier of building materials in Southwest Montana. Come join our fun and fast-paced work environment! Qualifications include: 3 years management experience (sales or retail). 3 years professional sales experience. Strong communication skills. Ability to multi-task. Ability to build a team. High Energy, willing to work hard, take risks, and have fun. Financially motivated. Kenyon Noble offers an extensive benefit package including: Health, dental, vision, and life insurance. 401/k matching. Paid vacation. Profit sharing. Employee discounts. Salary: $100,000 to $150,000/year. Please contact Mike Thompson at miket@kenyonnoble.com.
EXPERIENCED LUMBER TRADER WANTED 60% commission for trader. Any species. Relocation unnecessary. We have excellent credit and great office support. Call John at (928) 778-1808 or email john@lakesidelumberpro.com
FOR SALE
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ASSOCIATION Update West Coast Lumber & Building Material Association is holding out hope that it can proceed with its two regional golf tournaments, after postponing them from the spring. The Southern California tourney, originally planned for April 9, is on tap for Aug. 27 at Black Gold Golf Club, Yorba Linda, Ca. The Northern California Associates/ Dealers Golf Tournament was rescheduled from June 4 to Oct. 1 at Rancho Solano Golf Course, Fairfield, Ca. Western Hardwood Association is inviting members to a virtual annual convention Aug. 13. North American Wholesale Lumber Association has awarded 20 scholarships after receiving more than 160 applications from 75 NAWLA member companies. Each of the 20 winners is the child of a current employee of a NAWLA member firm, and will receive a $2,500 scholarship to support their studies at a higher education institution for the 2020-2021 academic year. Among the scholarship recipients for 2020 are Kadi Atiyeh, Oregon State
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University (Vanport International); Emily Bauman, Georgia Southern University (Interfor); Mario Bertogliat, University of Wisconsin-Madison (Forest City Trading Group); Hastings Crenshaw, Virginia Tech (Forest City Trading Group); Alex Drone, Kansas State (Forest Products Supply); Rachel Elliott, Life University (Weekes Forest Products); Sydney Gardner, Inver Hills Community College (Weekes Forest Products); Madalyn Gardner, Chicago School of Professional Psychology (Weekes Forest Products); Jocelyn Glover, Oregon State University (Boise Cascade); McKenna Isaacson, U n i v e r s i t y o f Wi s c o n s i n - E a u Claire (Biewer Lumber); Katelyn Johnson, Michigan State University (Weyerhauser); Emma Jean Neal, University of British Columbia (Milltech Inventory Management Solutions); Ely Osborne, Fairmont State University (Weyerhauser); Zaida Pearson (PotlatchDeltic); Lauren Rozelle, Michigan State University (Biewer Lumber); Carly Sand, Northwest Christian University (Zip-O Log Mills); Lukas Seeley, Whitworth University (Weyerhauser); Patrick Sizemore, University of
August 2020
North Carolina - Charlotte (Eagon USA); Brooke Stutzer, Washington State University (Boise Cascade); and Jacqueline Wilson, Wheeling University (Tri-State Forest Products).
IN Memoriam Edward Valentine “Ted” O’Malley Jr., former financial executive with O’Malley Lumber Co., Phoenix, Az., died July 9. He was 90. After receiving a degree in business administration from Notre Dame University in 1951, he spent two years with the United States Army Audit Agency, before moving joining the family lumber business, which consisted of a wholesale division and more than a dozen retail yards. He started as controller and assistant secretary, and rose to vice president of finance. Donald Eugene Worley, 96, former co-owner of Stanton Cudahy Lumber, Hillsboro, Or., passed away June 11 in Tigard, Or. A veteran of World War II, Don joined the Army in 1943 as a paratrooper in the 541st Parachute Infantry Regiment. In 1944 he performed a jump presentation for President Roosevelt and was scheduled to be part of the landing troops in Japan. He was discharged as a staff sergeant in 1946. H worked for Larkin and Stimson Lumber Companies before starting his own business, Pacific Coast Forest Products, Aloha, Or. In 1972, he merged his company with and became part-owner of Stanton Cudahy Lumber, until he retired in 1986. Dennis Leonard Johnson, 80, former co-owner of Home Lumber, San Bernardino, Ca., died of cancer July 6. As a boy, he began working parttime at his father’s lumberyard, Home Lumber, and joined the company as a partner after graduating from Cal State Long Beach in 1965. He also became the first mayor of the city of Highland in 1987. Robert Clifford Neptune, 75, former owner and operator of Neptune’s Sawmill & Lumber Sales, Mount Shasta, Ca., died June 11. After high school, he followed in his father’s footsteps, working at sawmills in McCloud, Weed, and Yreka, Ca. In 1975, he purchased a mobile sawmill and started his own timber processing business. Building-Products.com
DATE Book Listings are often submitted months in advance. Always verify dates and locations with sponsor before making plans to attend.
Page
ADVERTISERS Index
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C&E Lumber Co. www.lodgepolepine.com
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Capital Lumber www.capital-lumber.com
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Fasco America www.fascoamerica.com
Orgill, Inc. – Aug. 24-Sept. 4, Orgill e-Volution online buying event; www.orgill.com.
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Fontana Wholesale Lumber www.fontanawholesalelumber.com
Forest Stewardship Workshops – Aug. 24-Oct. 21, weekly online classes plus live Sept. 12 at UC Berekely Forestry Camp, Plumas County, Ca.; www.ucanr.edu.
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Huff Lumber www.hufflumber.net
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International Wood Products www.iwpllc.com
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Jones Wholesale Lumber www.joneswholesale.com
Composite Panel Association – Sept. 20-22, fall meeting, Fairmont Queen Elizabeth, Montreal, PQ; www.compositepanel.org.
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American Wood Protection Association – Sept. 21-24, online technical committee meetings, www.awpa.com.
Maze Nails www.mazenails.com
Cover II
National Hardwood Lumber Association – Sept. 22-24, On Demand virtual conference & exhibition; www.nhla.com.
Norbord www.norbord.com
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North American Wholesale Lumber Assn. www.nawla.org
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Pacific MDF www.pactrim.com
True Value Co. – Sept. 29-Oct. 1, Fall V-Union virtual market, www. truevaluecompany.com.
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West Coast Lumber & Building Material Association – Oct. 1, Associates/Dealers Golf Tournament, Rancho Solano Golf Course, Fairfield, Ca.; www.lumberassociation.org.
Pacific Woodtech www.pacificwoodtech.com
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Pelican Bay Forest Products www.pelicanbayfp.com
National Lumber & Building Materials Dealers Association – Oct. 6-9, virtual Industry Summit, www.dealer.org.
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ProWood www.prowoodlumber.com
San Jose Fall Home Show – Oct. 17-18, San Jose, Ca.; www. acshomeshow.com.
Cover I, 33
Redwood Empire www.buyredwood.com
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Reel Lumber www.reellumber.com
Ace Hardware Corp. – Oct. 19-22, fall convention, Orange County Convention Center, Orlando, Fl.; www.acehardware.com.
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Seneca www.senecasawmill.com
Green Industry & Equipment Expo/Hardscape North America – Oct. 21-23, Kentucky Expo Center, Louisville, Ky.; gie-expo.com.
Cover IV
Simpson Strong-Tie www.strongtie.com
Sustainable Forestry Initiative – Oct. 22-23, SFI E-Summit; www. sfiprogram.org.
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International Woodworking Fair – Oct. 26-30, IWF Connect virtual trade show; www.iwfconnect.com.
Swaner Hardwood www.swanerhardwood.com
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Society of American Foresters – Oct. 29-31, virtual national convention; www.eforester.org.
Swanson Group Sales Co. www.swansongroup.biz
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Timber Products Co. www.timberproducts.com
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U-C Coatings www.uccoatings.com
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UFP Industries www.ufpi.com
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Rough TiMbeRs Utah Wood Preserving uTiliTy Poles www.utahtreatedwood.com
Western Hardwood Association – Aug. 13, virtual annual convention; www.westernhardwood.org. LMC – Aug. 19, virtual LMC Express; www.lmc.net. Emery Jensen Distribution – Aug. 24-26, digital fall show, www. emeryjensendistribution.com.
West Coast Lumber & Building Material Association – Aug. 27, Southern California Golf Tournament, Black Gold Golf Club, Yorba Linda, Ca.; www.lumberassociation.org. Do it Best – Sept. 13-18, virtual fall market, www.doitbestcorp.com.
LMC – Sept. 21-24, Leadership Summit, Atlanta, Ga.; www.lmc.net. American Loggers Conference – Sept. 24-26, annual membership meeting, Branson, Mo.; www.amloggers.com.
Remodeling Show – Oct. 13-15, virtual; www.remodelingdeck.com. Southern California Hoo-Hoo Club – Oct. 14, initiation/golf, Los Serranos Golf Course, Chino, CA; www.hoohoo117.org.
Pacific Logging Conference – Nov. 9-11, virtual annual meeting; www.pacificloggingconference.org. Greenbuild – Nov. 10-12, virtual international conference & expo; www.greenbuildexpo.org. North American Building Material Distribution Association – Nov. 10-12, annual convention in conjunction with North American Association of Floor Covering Distributors, The Broadmoor Hotel, Colorado Springs, Co.; www.distributorconvention.org. Deck Expo/International Pool Spa Patio Expo – Nov. 11-13, Mandalay Bay, Las Vegas, Nv.; www.poolspapatio.com. LMC – Nov. 11-13, LMC Expo, Philadelphia, Pa.; www.lmc.net.
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Borates CA-C
Above + Ground Contact
PRessuRe TReaTed luMbeR
FiRe ReTaRdanT Weyerhaeuser Co. TReaTed luMbeR and PlyWood www.weyerhaeuser.com
Call the experts: • Robert Moore • Jim Winward
UTAH WOOD PRESERVING CO.
Building-Products.com
August 2020
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1959 SOUTH 1100 WEST WOODS CROSS, UTAH
PHONE - WOODS CROSS: (801) 295-9449 FAX (801) 295-9440 PHONE - SALT LAKE (801) 262-6428 FAX (801) 748-0037
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FLASHBack 81 Years Ago This Month
E ighty-one
years ago this month, in August of 1939, The California Lumber Merchant looked at the international lumber scene, as countries built up their supplies with a Second World War looming. (On Sept. 1, Hitler would invade Poland, prompting France and Britain to declare war on Germany.) But in August of 1939...
Europe Lumber buyers in Great Britain were snapping up all the southern yellow pine they could get from the Southern U.S. In 1938, other European countries supplied Britain with more than 3.6 billion bd. ft. of softwoods. In 1939, there was no chance of even procuring 2.5 billion ft. from fellow European nations. In Italy, the government had taken charge of all lumber imports into the country. It created five import companies (based in Genoa, Trieste, Venice, Naples and Catania) to control lumber imports as well as domestic prices. The Genoa company would handle all imports from North America. Each of the companies was financed at five million lire. All Italian lumber merchants were required invest in the new concerns in order to continue in business, The Swedish government subsidized a large lumber mill to produce nothing but prefabricated wooden houses, due to their rapidly growing popularity of prefabricated. More than 5,000 prefabricated homes were made and sold in Sweden in 1938. In recent months, the free city of Danzig had grown to become the largest lumber shipping port on the Baltic and the second largest in all of Europe. Danzig was considered to have the best facilities in Europe for
MINI WALL: The Insulite Co., Minneapolis, Mn., introduced “a new type of dealer help: The Miniature Wall Section.” The demo set consisted of a reduced-scale wall in cross-section, mounted on a base which was slotted to hold 4.5”x6” sections of drop-siding, wood sheathing, Bildrite Sheathing, Lok-Joint lath, and five different interior finish materials.
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THE AUGUST 1939 cover promoted Duroid Electro Galvanized Insect Screen Cloth, manufactured by Pacific Wire Products Co. of Los Angeles.
handling and storing lumber, particularly red and white pine, fir, oak and beech. (Before the end of the year, the Nazis would overtake the area and abolish the city.) Russia Lumber production in Russia was on the decline, falling by more than 10% in 1938. As the country concentrated on building up its military, it didn’t have sufficient transportation facilities or labor to adequately serve its lumber operations. South/Central America The government of Argentina launched a program to assess just how much merchantable timber it held on government-owned lands, intent on better developing and conserving them. More than one-third of the entire area of Argentina was covered with forests, of which the state owned about 10%. Yet in 1937 the country still had to import $4.5 million worth of lumber and logs from the United States. According to American consular reports, the supply of mahogany from British Honduras was becoming decidedly scarce, forcing loggers to cut more and more smaller trees. The government started a replanting program on mahogany forests it owned, but it had no say over private timberlands. Asia The lumber industry of Japan was informed that in short order it would be placed on wartime restrictions. Measures under consideration by the government included control of prices, restriction of consumption, arranged felling of trees, and shipping control. Lumber prices in Japan were sitting 50 to 60% higher than a year earlier.
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