Selling decking to com mercial cont ractors

f, lrHoucH THE pRocESs can require .Cl,a lot more work. selling decking for commercial and public projects such as restaurants, offices and playgrounds can be a lucrative niche market for retailers.

First and foremost, advises Scott

Thomas, marketing director for Parksite, Apex, N.C., "if dealers are looking to sell decking products-or any product category for that matterinto commercial projects, they need to put their company in front of the commercial general contractor community first and foremost. This will get them opportunities to bid projects."

If dealers are going to offer deck design services for commercial projects, employing a registered design professional is advisable, even if it's not mandated by their local building department. The International Building Code regulates public structures, including decks, and has countless intricate requirements on factors such as maximum loads, emergency egress, changes in elevation, lighting, handrails, guards, signage and fire sprinklers. The liability for design failure of a deck on, say, a popular restaurant would be catastrophic.

Material-wise, Thomas says, "if the goal is to influence projects toward choosing the type of decking they sell, lumber dealers would need to have influence at the architectural level and work on projects still in the planning phase. At this point in the projecr, there can be an opportunity to fit the right decking product with the given needs of the project. Keep in mind the spec may or may not specifically state a brand and, if it does, it may state 'or equivalent.' This being the case, dealers will need to stay on top of the project as it progresses, make sure they know which general contractor is awarded the project, and be sure to educate on their product as soon as possible."

Advantage Trim & Lumber Co., Grover, N.C., is so dedicated to hardwood decking that several years ago the wholesaler discontinued carrying composites and launched a separate website at www.ipedepot.com.

"Whenever commercial contractors ask about what lumber to use for commercial applications, we always recommend ip6 decking," says sales manager Jon Fletcher. "Ip6 is naturally slip resistant and complies with the Americans with Disabilities Act requirements for static coefficient of friction in a wet environment. It also exceeds many building code requirements for flame spread. These facts make ip6 appropriate for high-traffic areas such as restaurants and playgrounds."

Recent commercial projects for which Advantage has supplied ip6 include the Edgartown Lighthouse in Martha's Vineyard; the Boys & Girls Club in Boston. Ma.: the Hard Rock Casino & Hotel in Las Vegas, Nv., and the Virginia Museum of Fine Arts in Richmond, Va. "With a natural lifespan of over 40 years, ip6 has proven to perform in all climates, while easily tolerating high pressure loads," Fletcher notes.

As a deck builder, Deck Specialists Inc., Manchester, Ct., is concerned about availability. "Contractors would like to know that once they get 'on board' with a material it is going to be available for years to come and consistent in both price, performance and looks," says owner Paul Smith. "For example, many composites come and go and change the look of the product almost completely. We need to know we can match a deck we built a few years ago ifthe need arises to repair or add on more decking to the existing."

Smith finds lifetime fade warranties unrealistic; he'll accept aging and weathering, if he knows what to expect. "We understand that everything fades outdoors," Smith said, nor ing manufacturers should'Just build that into the product by showing us what to expect down the road, so we can pass this on to the consumer."

He, too, prefers hardwood decking, but expects his vendors to provide assurances that the materials are ecofriendly and sustainably harvested, so he can assure his customers. "We would like to be able to answer questions in regard to whether the rainforests are getting depleted by demand for the product," Smith says.

Commercial decking accounts can be huge. yet time-consuming. "Dealers wanting to play in this arena need to have patience and be diligent in follow up," Parksite's Thomas reminds. "The sales cycle is much longer than with residential product sales."

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hEcrtNc MANUFACTURIns continue Lf to resoond to consumer demand for outdooi living spaces that cost less or require less space, but are beautiful and easy to maintain.

"More than ever before, people look at their decks and porches as outdoor rooms," said Chris Fox, marketing manager at Universal Forest Products. "With so many different types of deck materials, lighting, rail systems, and decorative accents, it's possible to turn a nondescript deck into a great outdoor space."

UPFI offers everything needed for a great outdoor room, including hard- wood decking, wood and composite decking and railing, and deck accessories. The latest offering is a new