Retail Lumber Business Greatest Undeveloped Merchandisin$ Field

,,Upper Cuts,, issued by The Thompson Yards, the big He.isn't half as hard boiled as the average salesman picgest oi all retail lumber organizations, wisely remarks ,in its tures h,im to be. He is in the same boat exactly as every current issue that ,,T,he retail lumber busin,ess is the great other business man and he now faces exaitly the same sltuatl0n.

unexplored field of modern m'erchandising'. ,Correct.

The surface has not yet been scratched.

Up to this time we have been content to wait for trade to run up. When IVIr. Customer got to the point where he simply had to have a dozen boards he came in and bought them.

We have done ver;r little intensive selling.

We have not "worked our territories."

We have simply dished out that which someone has asked us to sell him.

There is a wide field. It is undeveloped. Some dealers are already beginning to show their customers how to use lumber to build things with which to rnake money.

The average farmer is hard up.

He needs help.

The retail lumber dealer can give it to him better than anyone else.

Most dealers are selling him things to keep him alive, such as food. clothes, etc.

The lumber dealer sells him things with which he makes money.

A hog house rn'ill make him money.

So will a cattle shed, a chicken house, a machine shed, a granary, a dairy barn, or even a home.

Paint will preserve the property which he already has and will also beautify it to the extent that it will actually be worth much more than it costs to paint it. The main thought in connection with the sale of paint is the fact that it costs more n'ot-to,pa'int than it does to paint.

Property depreciation in an unpainted building is much greater than paint upkeep. The average property owner does not realize this.

The farm owner who is hard up will listen to any suggesti.on which any good dealer has to m.ake as to how h,e can make m'oney.

Old methods are obsolete.

It is necessary for him to change his course.

He realizes it.

He will talk to dealers about it.

Nobody, in these hectic days, would have the temerity to say to another man that he positively refused to listen to any suggestion that pertained to his making more money.

The dealer has to be well enough posted so that he can actually show his prospective customer how the thing he proposes to sell him will m'ake him money.

If he cannot do this he u'on't get very far.

He will be out of luck.

This lack of information is the only reason why a great