More Sellins Thoushts

By Jack Dionne

The most thoroughly crnd completely discredited selling idecr in the whole recrlm of merchqndi"iog is the one thcrt scrys thct cr grecrtly superior product will create its own market.

Bcck in the days when the grecrt writer cnd philosopher<rd cynicThomqs Ccrrlyle lived ccrd wrote crnd studied in Englcnd, cr certcin Pessim5! went out on London Bridge one dcrl' with his hcmds tilled with genuine gold sovereigms (crbout ten buiks each) cnd offered them lor scrle to the thouscrnds who crossed the bridge lor one shilling ecrch. And he never got cr customer.

That wcs c better test thcrn you could mcrke oI such q matier todcry, beccuse then most of the bridge-ciossers were pedestricns, cnd the remainder were in very slow-moving vehicles, while todcry they would cll flqsh by in motors, ot d- the peEsimiJt would hqve cr very poor chcrrce to show his wcreg.

So Thomcs Ccrlyle, writing oI the mqtter, remcrked: "Thouscrnds oI people cross London Bridge every dcri-mostly lools." What the cyniccl Ccrrlyle rrrcrs sayrng wcs thcrt most men crl lools, beccruse ihose who crossed the bridge were c lcrir cross-section oI the populction.

whct thqt pessimist who lound no buyers for his gold wcrs doing wcs tecrring to shre& the olt-repected (though oI lcter oriSln) mousetrcp theory. Few clleged truths crre betler lorown to recders generclly tlrcrn the one thcrt scys: "II c mcrn precch cr better sennol! write cr better book, mcke c better mousetrcp than his neighbors, the world will mqke cr pcthwcry to his door, though he live in cr wilderness."

For cr genercrtion thct remcrrk wqs credited to Emerson. A lew yeals cgo someone instituted cr seqrch oI cll Emersonls writings, qnd lailed to lind it Todcry the much-repecrted crxiom is cr maverick; no one knows who owns it. Modern merchcrndising has likewise discredited its truthtulness.

Do you, Mister Scrlesmcn, believe lor cr minute thct the world will bect c pcrth to your door to buy something oI yours, iust beccruse it is c better product thcn the other lellow hcs lor scrle, regcrdless oI the compcrrcrtive scles elloris? How would you like to stcrke your crbility to mcke tr living lor the wile cnrd kids on crny such sophistry cs that?

Merchandising hcrs crnply demonstrcrted and conclusively proven thct even though your mousetrcrtrr mcry be five times as efficient and vqluable crs the next best one on the mcrket, the public will never come crnd csk lor it unless you mcke them-trnd keep on mcrking them. Since civilizcrtion begcn-but more p<rrticulcrly in the lcrst two deccrdes oI intensilied merchcndising-men with inlerior products but superior merchanrdising cnd selling methods, hcrve lcrirly shot the leet lrom under mqkers ol better products in ihe open mcnkets oI the world. Better products stcrrve to decth every dcry, while inlerior ones prevcril. Different merchcrndising. Thcrt's cll.

Grey's "Elegy in c Country Churchycrrd" completely contrcdicts the better mousetrcrp philosophy, His "mute, inglorious Milton"" who wcs buried un' known crnd unsung, wcs blood-brother to the mcker ol thcd better mousetrcrp.

And, by the wcry, Milton hirnsell wrote thcrt "they crlso serve, who only stcnd cnrd wcrit." They mcy serve. But they donjt SELL!

Bill Ultch Joins Santa Fe Lumber Co. Sales Staff

The Santa Fe Lumber Company has announced the appointment of William H. (Bill) Ultch as salesman to take over tl-re territory previously covered by Charlie Cross which includes the interior of the state from Modesto to the Oregon line and Western Nevada.

FOR EXTERION WINDOWSDOORSCASEMENTS crlso INTERIOR IAMBS

We ccrrry a complete stock oI KD frqmesprecision mcchined by LONG-BEIJ-Irom the softest textured vertical grqin Douglcs Fir.

AlSO-Beinlorced BROWNSKIN FTASHING PAPER.

PHONE OR WRITE lor Complete Set oI DETAIIS crnd PRICE USTS.

Willicm H. (Bill) Ultch

BiU Ultch has had wide experience in the lumber business. He was born in Wichita. Kansas. and at an early age moved rvith his people to Kansas City, Missouri, rvhere he resided until 1937. when he came to California. FIe was for a number of years in charge of the Wholesale Department of the George W. Ultch Lumber Company of Kansas CiLy, a family concern.

When Bill came to California he went with the Pickering Lumber Corporation at Standard, California, and was there practically three years. He is thoroughly familiar with the manufacture, grading and sale of California Pine.

It is of interest to know tl-rat he married Miss Helen Graham, the daughter of the late L. V. (Verne) Graham of the old Chicago Lumber Company, and later of the Chicago Lumber Company of Washington, located in Oakland, Calif.

Bill went with the Santa Fe Lumber Company on March 1, and will make his headquarters and establish his home in Stockton, beginning April 1. There, the company operates a wholesale yard, Lumber Distributors, Inc., where it carries about 4,000,000 feet of Douglas Fir, a large stock of Douglas Fir doors and plywood, and a complete line of Redwood items.

NE\M YARD IN STOCKTON

A retail lumber and building materal vard has been opened by Powers Building Supply Co., on Linden Road, Stockton. Ray Powers is manager.

DOUGIAS BUII.DING

Cor. Third cmd Spring Streets

Ios Angeles lI you crre thidrirg ol estcblighilg crr otffce in Los Angeles we would welcome the opportuuity ol ehowing you spcce cvcilcrble ia the Douglcs Building. Renlcrl rqtes cre recsoncble. The locclion hcs crdvcntcAee. Pcrbng rpcce is close snd relctively checrp.

Thorpe Babcock, Agent

{20

MUtucrl 5721

IOBBERS OF PEIERMAN DOORS AND PTYWOOD

"Colil. Pcmel" is the oldest exclusive Plywood Distributor in the West cmd is constqntly growing. Such progress ccur only be mode possible through our policy of ccrrying o well diversified stock qnd rendering cn intelligent and economicql service to our mcnxy Deoler customers. Our quolity qnd service qre "tops" cmd our prices ore competitive. For prolits ond reql sotisloction cqll "Colif. Pcmel" whenever you need plywood.

This is a short description of the hardwood operation of the Bradley Lumber Company, at Warren, Arkansas, which is one of the largest, most complete, and most efficient hardwood manufacturing and re-manufacturing institutions in existence. Ilere they turn into marketable products almost everything that can be made from a mighty stand of virgin Southern hardwoods; and here they have a timber supply that will be continuous for at least a generation to come.

Bradley also operates at Warren a large and formidable Yellow Pine department, a battery of sawmills being used to manufacture one of the largest remaining stands of the famous Arkansas Soft Pine. However, this story will confine itself to the hardwood end of this mighty plant.

The hardwood operation at Warren consists of : a sawmill equipped with two band headrigs and a big resaw, and all the auxiliary equipment for cutting big hardwood logs into 100,000 feet of lumber daily; another sawmill that cuts hickory exclusively; one of the country's biggest batteries of dry kilns, holding 1,50O,000 feet of lumber at a time; air drying lumber yard holding more than thirty rnillion feet of hardwood lumber at all times; a great unloading dock where they receive millions of feet of hardrvood lumber monthly which they buy at other sawmills and use to supply their great manufacturing and re-manufacturing plants; a five unit hardwood flooring plant where they make 2,500,000 feet of hardwo,-rd-mostly oak flooring, monthly; a mammoth steel storage shed where 7,000,000 feet of hardwood flooring can be stored; a huge "dimension" plant where an uncounted number of ingenious mach-