Ghanging minds

foees MUSr BE defended. Someone (us. lfor example) must stand up for an idea and speak on its behalf. The idea that someone should buy from us, even if we are the beyond-obvious best choice, is an idea that must be defended with our words.

Quotrons vs. ldea Defenders

There are three categories of sales people that languish away in the land of underachievement and mediocrity :

Quotrons - They quote product all day long, but never sell it.

Product Presenters - Highly versed the market and product, but never sell

The Nice Guys - "How ya doin', buddy?" They insult themselves (you think that's all it takes?), their competition (you think you are the only charming person in the world?), and their potential client (do you think all I need is likeability to buy from someone?). And never sell it.

Master sellers stand for something. They have "a way they do business." Do they accommodate their customers? Yes. Do they calibrate their personality to their customer's personality? Yes. Do they know their markets and products? Yes, yes and yes.

But what sets master sellers apart is their ability (and desire!) to change people's minds. Master sellers do not shy away from this crucial task-they embrace it. They believe they are the best choice and relish the opportunity to show/explain/sell their customers it is true. They defend the obvious best choice-themselves-with their words.

I'm Happy with My Gurrent Supplier

How we orchestrate our first call to customers has more to do with our ultimate success than any other call. If we fumble this crucial interaction, it is difficult to build our business fast enough to overcome the inevitable leaks in our account base. Master sellers build relationships more quickly. When they lose a big account it doesn't take them long to replace the business. Master sellers have:

. A better bench. They cultivate the quality and quantity of their secondary relationships.

Their initial calls are impactful. They create "heat" earlier and "get cooking" with new customers sooner.

. Our number one objection on every new call will be: "I'm happy with my current supplier."

Some salespeople have no plan. Some are too aggressive, believing the fallacy that we are magically converting the entire customer's business to us on the first call. Business-to-business sales is a relationship built over time. Our goal is to become our customer's number one supplier, but it won't happen on the first call.

What will happen is we can earn the customer's respect and permission (or right) to continue to call. One of our primary goals of the initial call is to have agreement from our customer that they will continue to take our call. If we can talk to them, we can sell them.

The point is to respect the buyer's current decision. while selling/explaining/defending his need to have us as a supplier also.

"Mr. Johnson, I don't want to get in the way of the relationships you already have. What I would like is to be a secondary or back-up supplier. We will get to know each other. You will see the quality of my products and service ."

"I respect the relationships you already have. A great company like yours will have good suppliers. We are a great supplier and would like to prove it to you one step at a time. Let me offer you product for three months. If at the end of that time we haven't done any business, no hard feelings and we both move on. What's your email? "

"You know, everyone needs a back-up plan. I am your back-up plan. I'm sure you currently have great suppliers. I won't get in the way of that. What I will do is show you a piece of the market you haven't been seeing. Let me call you next Monday with some greot deals on..."

Write lt Out

Make your answer in your style. Make several versions for the different types of customer you will encounter. To make them our own we must write them oal. We must brand our answers in our minds.

We must be prepared, able and, most importantly, willing to change minds and defend the idea that we are the beyondobvious best choice.

James Olsen Reality Sales Training

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Endeck is covered by a Limited Lifetime Warranty and comes in six colors-three monochromatic and three variegated-with fascia t0 match or contrast. You'll need railing of course-and Enrail' is the perfect complement to Endeck.

WEST COAST Lumber & Building Material

Assoc ation enjoyed its annual 2nd Growth summer conference July 1B-'1 9 at Rancho Las Palmas Resort, Rancho Mirage, Ca. [1] Rawni & Kevin Munsey. [2] Danny Sosa Jay McArthur [3] R ck Davis. Alex Un ack [4] Mikael Cook, Larry Ch'rstensen. [5] Chrrs VcDono-gh. Carlos Za'ate Jason Rutledge [6] Ryan Lauterborn, Tim Kennedy. [7] Christ an Cadil io, O ver Barnes, Tiffany Mendoza. [8] Nata ie Allen, Jack Butler, Karen Hampton. [9] Jean Henning Karen & Mike Caputo [10] Tom Appleton, Terry Rasmussen [11] Dana & Jason Sumpter. [12] Jason Womack. [13] Nick Larr, Tom & Karer Angel [14] Ge'.y Perez. Patti Diaz [15] Natalie & Chris iohnson [16] Rex Klopfer, Jeff Clave. [17] Walter Frederck. Charlene Vali"e [18] Vince Laurlcella. V ctor Fresca.

Lumber Tax Drops Some Panel, Trim Products

El'l'cctivc.lul1 l. thc flalilirnria Ccnrplank siding, CcrnpaneI siclStatc Boalrl ol'HclLralizltion Iras ing. Ccmtrinr. Artisan sicl ing, cxcrnptccl a nunrbcr ol aclclitional Prcvail plncl and lap siding. and ploclucts l'ronr thc Calil'ornia Hardic Rcvcal pancls.

Lunrbcl Proclr.rcts Asscssnrcnt. Thc law. rvhicl.r l'irst went itrto No longer subjcct alc Halclic c1'l'cct Jan. l. recluires rctailcrs ttt plank lap sicling. Harclicpancl vcr- charge a l7r assessment cln thc tical sidin-9. Hardieshinglc siding. sales price of lumber and enstHardiesoffit panels. Hardictrir.n. neerecl wood ploducts r-rsed iu Hardiebacker underlal'mcnt pancl. Califbrnra.

Pol-nr^^.]'a rar.lrrtciinn 'oli.kl^ hrrilli-n nrnlrrnt

1\suvvuvu J ls}JuLClLl.LJIl. ctJ ct IcllctLJIc LJL-rllLtLIIq PlUL-LL1LL is well earned. History has proven that redwood can stand up to the elements for decades. When it comes to choosing between naturalredwood and man-made nlaqfic' rlor'Lit''r.t rnrhrr r-hnnqo ertifiniaI rnrnnd -nrho. -r^', can have the realthing? Only genuine redwood delivers beauty and durability that comes from nature. It's the natural choice for your decking, fencing and outdoor hving projects.

Burrill Studs Make Comeback

Eugene F. Burrill Lumber, White City, Or., ceased operations l5 years ago and its founder died five years ago, but the company's legendary 2x4 studs will once again be available.

The rebirth began when Home Depot signed an exclusive licensing agreement with the Burrill family, which allows an undisclosed mill in the Northwest to manufacture white fir studs to the family's specifications. The studs will be marked with the Bunill name and sold at Depot stores in the Northeast and in Phoenix, Or.

"I still get calls from customers asking, 'How do I find a Burrill stud?"' said John Schwacer. Home

Depot's senior lumber merchant. "Most people considered it the finest stud available. Retailers, lumber sellers, everyone considered Burrill the Cadillac of the industry."

With a single mill producing the studs, the chain can initially supply only 80 stores. That may change once a second mill starts production in February or March.

"I would like to put the studs in as many stores as makes sense," said Schwager.

According to Michael Burrill Jr., his family will get to approve any mills, "so it will be the quality standards that my grandfather always produced to." he said.

APA Elects Next Leader

The APA board of trustees has elected v.p./corporate secretary Ed Elias to become the next APA president when Dennis Hardman retires later this year.

A 35-year APA veteran, Elias has worked in its technical, international marketing, and financial divisions. Hardman, president since 2005, will turn over the reins at APA's annual meeting in November.

Orchard Supply Hardware, San Jose, Ca., saw its stock listing removed from NASDAQ exchange after filing for bankruptcy and agreeing to be acquired by Lowe's. OSH's shares were listed for 18 months.

Moores Used Building Supply has relocated from Anderson, Ca., to Cottonwood, Ca.

Marmac Ace Hardw?ro, Maui, Hi., added a location late last month in Wailuku, Hi.

Foxworth-Galbraith Lumber has restarted its Prescott Valley, Az., truss plant, mothballed since 2009.

Mercer lsland True Value, Mercer lsland, Wa., relocated to a smaller, 5,700-sq. ft. store, after losing its 27-year-old home to redevelopment.

Ralston Ace Hardware, Arvada, Co., is closing at the end of the month after 43 years.

Several employees will transfer to sister store Lake Ridge Ace Hardware, Lakewood, Co.

Douglas Hardware, Douglas, Az., was opened by David De La Torre.

Ace Hardw?IO, Layton, Ut., suffered $50,000 in damage from a 2 a.m. fire July 25 that may have been caused by a ruptured natural gas line.

Habitat for Humanity is putting the finishing touches on a new ReStore in Farmington, N.M., and is moving its Albuquerque, N.M., ReStore to a larger, 24,710-sq. ft. facility.

Anniversaries: Emigh Ace Hardware, Sacramento, Ca., 105th Northridge Lumber: Co,, Northridge, Ca., 75th .,. ReStore, Temecula. Ca..5th...

OSH Prepares for Sale to Lowe's

Orchard Supply Hardware, San Jose, Ca., won court approval for up to $176.3 million in bankruptcy financing. The money will fund operations until at least 60 of its 91 stores can be sold to Lowe's at an Aug. 20 auction.

"I believe the aggregate facility is necessary for the company" and gives suppliers confidence the company will have adequate liquidity to continue going forward, Chris Newman, Orchard Supply's chief financial officer, told the judge.

When the chain sought bankruptcy protection on June 17, it had 91 stores in California and Oregon. It has since received court approval to close eight under-performing stores in California. Great American Group began managing liquidation of stores in Citrus Heights, Fairfield, Huntington Beach, Lone Tree, Long Beach, Midtown, Newark and Vacaville, Ca., on June 29.

Lowe's has announced a $205 million bid for OSH, which it plans to operate as a stand-alone business with the same name and management. Four of OSH's top executives would be eligible for $2.2 million in bonuses under the proposed sale-507o of which would be covered by Lowe's if it becomes the winning bidder.

Bluelinx Begins Restructuring

Bluelinx Holdings, Atlanta, Ga., has launched a restructuring plan that includes "realignment of headquarters resources" and possible sale or closure of five of its 55 distribution centers.

The distributor will operate all five DCs at least until the strategic review is complete in the fall, as it considers whether to close, sell or otherwise obtain "strategic partnering" for each location to best increase stockholder value.

Streamlining operations headquarters is expected to save up to $10 million a year, including payroll costs, and generate up to $27 million in operating cash.

Days after announcing the plan, Bluelinx increased its credit facility by $25 million to $447 .5 million.

Trillium Lumber, Portland, or., suffered $20,000 in damage from a July 10 fire that started in a sawdust hopper.

Malheur Lumber, John Day, 0r., is adding staff and capacity to expand its fuel pellet and fuel brick business.

Stimson Lumber's mill in Plummer, ld., recently pur chased Wagner Meter's Omega In-line moisture-management system.

. Environmental ly friendly manufacturing process

. Made from American hardwoods o Jf lllrv (Joint End Matched) Machined End Joints Thermal modification stabilizes the wood, making it 7 times less likely to warp, check, bow, cup, twist, expand or contract

Class 1 durability rating

. Moulding

Vandemeer Forest Products, Marysville, wa., now distributes National Nail Gorp.'s CAMO hidden deck fastening system and CAMO exterior screws.

Santa Fe Door, Albuquerque, N.M., is now applying Purecolor eco-friendly finishes on all of its custom millwork and door products.

Christiansen Enterprises has relocated its operations from Amboy, Wa., to a 10,500-sq. ft. facility at the Port of Kalama, Wa., providing dry kilns, parts and services.

Osmose's MicroPro wood preservative has earned Greenguard gold certification from UL Environment.

KLEER