etitive ligence Doing well by doing good

By Carla Waldemar

VOU KNOW how one thing leads to another. When Habitat for Humanity came knocking, Means PRO Lumber. a three-store West Virginia operation, agreed to a oneweek volunteer commitment. Four years later, they're approaching their tenth house, and counting.

Dwight Postalwait shoulders the blame. As G.M. of the Beckley store, the Habitat folks approached him "because of our reputation" in this coal-mining town. "We're one of the original lumber stores in the area, and we've got the reputation of having been around. They didn't have any experienced contractors on board, so we had input on the house.

"It started with their buying all the materials from us." he mentions. but as we said, one thing leads to, well, big-hearted commitments. Dwight leaned on his vendors for donations- beside me are 24: l'm old! But to motivate them, I'll say, 'Bet you can't keep up with me!' (Of course, the next day I pay for it," he mockmoans.)

Side effects (beside the sore arm): Means is doing very well by doing good. "Working with vendors, rve've evolved from being simply a customer to being friendsl they get to know us." Another offshoot: the PR value has been "great! The TV people love it. (Of course," allorvs the astute G.M.. "l call 'em and tell 'em. It's good publicity for Habitat. and for us. too. They come out and do a story and intervierv our contractors." rvhich also boosts rapport and furthers business.

It doesn't hurt Means' d-i-y trade. either. "Customers rvill tell me. 'I sarv you on the roof!' It's brought in business and created loyalty." The Habitat homes also display signage indicating

ftHabitat for Humanity'

shingles, drywall, what have youand donated products himself.

Just as important, he donated time. And muscle, swinging a hammer every day. He rounded up labor the same way he buttonholed those "very receptive" vendors, pledging his contractor clients that "If you go, I'll go.

"At first. it was a little difficult for us to get volunteers, but once you get just one contractor involved, there's a snowball effect. And once they're involved, they're typically eager to continue on the next house.

"I help set trusses," he says. "I'm right up on the roof with a hammer. I'm 50," he explains, "and those guys that product was provided by Means. "rvhich also tends to drive business and affection for the store."

Means always hosts a cookout for everyone involved. including the "blitz" crew of volunteers from other states who descend to help. "That's another good part of it." Drvight endorses. "You get to meet so many interesting people."

Travel builds relationships. for sure. Dwight can attest to that. Entering the industry early on as a construction worker. he was hired by a company that manufactured trusses. "l worked designing them for five years; then they gave me a laptop and sent me on the road."

One of those roads led to Means. (Time out for the love-theme music.) "I came in here," Drvight declares. "and this young lady swept me off my feet." That rvould be Jody, norv his rvife and daughter of orvner Paul Rose. rvho. in the late '70s. had an opportunity to take over the company launched by D.O. Means back in the '40s. Mr. Rose. who previously had run one of the largest yards in the state. brought nerv ideas. He increased floor space from I,200 sq. ft. to 12.fi)0. including a new shorvroom. and introduced more hardrvare. rvhich, rvith far better margins than commodities. now accounts for 30 to 4OVc of Means' business.

After Drvight signed on in 2000 to manage the Beckley store with its 40 employees. they expanded yet again, turning an unused property half a mile away into a satellite store-cum-showroom to drarv more d-i-y trade.

Coal mining doesn't tell the rvhole story of this corner of West Virginia. The construction business is beginning to thrive. Dwight says. because "rve've been blessed rvith a ski resort 15 miles arvay and the best rvhitewater rafting east of Colorado. so tourism is booming. A lot of people are moving back. There's a nerv development of close to 3.000 houses going up on lots that run well over $1m.000. and predictions are for over 2.000 additional homes over the next l0 years."

Sounds good. Horvever. the competition thinks so. too. Drvight is faced rvith trvo Lorves bookending his operation. along with a couple of 84s and three additional independents. Being a strong community fixture helps ("customers' grandkids are norv coming in"). but it's not enou-eh. as he rvell knorvs. So. in catering to the pros rvho make up 7O% of his business. he stresses service. such as free delivery. and one-stop shopping.

"Must of our contractors just call in their orders: they' don't shop for price." he says. "They like buying everything at one place in a turnkey package. from Rebar to the doorknobs at the very end"

Pros rate top-of-the-mind attention. too. "lf someone rvho's just bought a deck package calls. 'Hey. Drvight! We're out! How soon...?'-well. rve do prioritize those pro customers. People see me. the G.M., making a delivery and say. 'What are _r'orr doing out here?' They can't pick up the phone and get that kind of service from 84 Lumber. And if they go to 'Slowes' (as they call it around here), they get sent from one department after another; they get the runaround.

"Here, I emphasize to every employee that even if they're l0 deep in line-I wish!" he laughs, "you acknowledge them, give them your personal attention."

Means' employees bring hands-on experience to their customers' aid, too. "Many have construction work experience, plus," he says, "l promote from within-so, a salesperson maybe started as a trucker. I figure, if they're in the yard, doing deliveries, they know what we sell. and I'll move them inside. By then, they've got a feel for our customers and know them pretty well."

Building green is taking off in this neck of the mountains. But, Dwight says, "if they call Lowe's, asking for environmentally friendly products, it's 'l'll get back to you,' while I know our suppliers personally. I'll tell the vendors, 'Come in and meet these people personally and explain your products. "'

It's all about building relationships like that, which leads off with employees. "We give a Christmas party for the staff each year. But I also invite our customers: 'Come. have dinner with us.' It's more like family."

Speaking of family, wife Jody serves as bookkeeper. (She and her teenage son also pitch in to dig ditches on Habitat projects). "I run the company and she handles the finances," Dwight notes-which, judging from his "ahem" pause regarding consensus, leads to lively pillow talk. Whatever, it gets Dwight up and at 'em every morning.

"I love it! You learn something new every day. The best part," he swears, is "the people-you get to meet so many. But if you call me back and I'm not here, that means maybe I've been fired and I'm on the golf course, which also would be fine," he laughs.

Well, luckily for Means, that's about as likely as this reporter's scoring a hole in one.

- A former award-winning LBM trade magazine editor, Carla Waldemar writes frequently on the lumber and building material industry. Contact her at cwaldemar@mn.rr.com.

DOMESTIC SALES: Jerry Long, Michael Parrella, Bruce Keith, Janet Pimentel, Pete Ulloa, George Parden, Vince Galloway, Steve Batick.

INTERNATIONAL SALES: Nestor Pimentel, Oscar Portillo.

Mountain States Lumber & Building Material Dealers presented an honorary life membership to William P. Harley Jr., J.C. Baldridge Lumber Co., Albuquerque. N.M.. a fourth-generation, family-orvned company that was sold to Stock Building Supply in 2005.

While active in MSLBMDA. Mr. Harley also rvas a director and 5O-year member of Hoo-Hoo Interna-tional. He has traveled the rvorld as an ambassador for Hoo-Hoo, Baldridge Lumber. and MSLBMDA.

A Western Slope golf tournament is slated for Sept. l5 at the Rifle Creek Golf Course, Rifle, Co., with a shotgun start at I p.m.

The association's I l5th anniversary rvill be celebrated during the annual fall conference Oct. 12-14 at the Beaver Run Resort, Breckenridge, Co. Greg Brooks rvill speak on "Last

Man Standin_e: Competing in a Megaplayer Marketplace." Representatives from the Green Buildin-e Initiative rvill present rvhat's nerv and upcoming in -qreen building. Dealer roundtables. discussions. and fun social events are also planned.

Lumber Association of California & Nevada raised $25.fiD for its PAC group during an April 20 golf outing at Black Gold Golf Club. Yorba Linda. Ca. With 144 _eolfers. the event rvas sold out.

The summer board meeting is Aug. 24-26 at the Doubletree Inn. Anaheim. Ca. The 2nd grorvth summer conference is planned for Sept. 22-24 at Harrah's Rincon Casino & Resort. San Die-eo. Ca.

The -eroup's lOth annual convention rvill be Nov. 9-l I at the Hyatt Grand Champions Resort & Spa in

Indian Wells. Ca. Special guest speaker rvill be Dusty Baker. rvho rvill focus on team building techniques. Manager of the Chica-eo Cubs. Baker spent 14 seasons as a major lea-sue baseball manager and 16 seasons as a major league player in Atlanta. Los Angeles. San Francisco. and Oakland.

Western Building Material Association's Educational Link Scholarship Fund arvarded S1.650 scholarships to Melissa Schaefer. Alhveather Wood. Washougal. Wa.: Whitney Billman. Western Materials. Pasco. Wa.: Jacoben Tone. Madison Lumber Co.. Ennis. Mt.. and Melissa Grothe. Astoria Builders Supply. Astoria. Or, The fund rvas established to provide higher education opportunities for members and their employees and children. Funds are raised by a raffle held durin_e the annual convention. plus company contributions and memorial donations for colleaeues and loved ones.

Los Angeles Hardwood Lumberman's Club elected nerv officers and directors at its June 8 meeting.

Nerv president is Dr. Charles Fiala.

( Pleuse turn to page 72 )

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