Is "LLIMBER" What We're Selling

Present Day Competition is Demanding New Principles in Business Getting.

By ttPee tee cee'

It may be conceded that the recent contest conducted by the National Lumber Manufacturers' Association, failed in securing a worthwhile slogan that could be satisfactorily adopted by the lumber industry as a whole. Out of the lnany thousands of suggestions submitted, there were none that "put over" a poignant thought of lumber as a universal building material. The failure may be attributed to an inclination on the part of those who submitted suggestions, to be descriptive rather than creative.

When we read "Concr.ete for Permanence," we think of that which is enduring, the exact impression that is aimed for. It has been said simply and definitely. Lumber needs to be identified in the sam,e manner.

The failure of these thousands of slogan suggestions to personalize and dramatize lumber, is akin to the failure of the retail lumber dealer in weaving into his sal.es effort a progressive policy for the merchandising of forest products. Lumber continues to be identified in the abstract form rather than through its adaptability and from the service that commodity may render in the building field.

The present day efforts of the lumber dealer in his endeavor to "sell lumber" may be compared to the futile exertions of the dog chasing his tail. They are both a merry-go-round that never quite reaches the mark. The "desire, in both cases, is readily apparent, the direction well 'focused, bgt the requirements unmeasured.

Today we are an "appealed-to" public. Motley colored ;advertisements, brim full of desire-creating phraseology hit us from every side. From the pages of our favorite magazine, manufacturers of every known commodity, from tooth paste to trucks, compete for our interest. The automobile -manufacturer takes you to outdoor playgrounds, the mountains, the trout stream and green valleys. He tells you'of -the comforts of a luxuriously upholstered sedan, of streamline bodies, of speed and pick-up. The radio manufacturer quickens your interest-he brings Beethoven by the Chi.cago Symphony Orchestra right to your room by the simple turn of a dial. He talks of music, of quiet evening hours, melody and jazz. Even the washing machine manufacturer has his message of labor-saving equipment for the housewife. And so on, page after page.

These manufacturers have dug deep for their sales appeal. They speak in a new language, they secure attention by the depth of their appeal. How many automobiles would be sold today, if valves, crankshafts, timing gears .and whatnot, were used as the subject matter of the appeal ? How many radios would be placed in the homes if the technicalities and mechanism of this new invention were exploited to befuddle the prospect? There is today a sounder and more productive appeal to be found in every product. White, pearly teeth are sold instead of dentifrice, music instead of pianos, style instead of clothes, cleanliness in place of soap and. bread instead of flour.

But lumber is still sold as lumber. We talk of shiplap and bevel siding instead of attractive and durable exteriorS, we sell interior trim in place of rich, colorful living rooms, doors instead of inviting entrances, timber instead of foundations, and shingles instead of roofs.

The average lumber dealer is today selling his products with little or no knowledge of where or how they are to be used and in most cases car.es less. Mixed carloads, price and grade are his watchwords. He carries a two-column, five-inch advertisement in his local paper which reads, JOHN SMITH & COMPANY, EVERYTHING IN LUMBER-QUALITY AND SERVICE, joins the Rotary Club, plays golf with the contractor and hopes that "it'll be a good building season." IIe's doomed for disaster.

Today is a day of distribution and selling. High speed machinery and increased production have demanded new outlets for more products. Necessity, in this case, has been the mother of broader and more definite sales programs on the part of wide-awake manufacturers. He is searching the field for' new uses for his merchandise and therein is finding more and greater appeals. And this competition is fighting for a larger share of the public's money-ls-ber is in the maelstrom, not only competing with the substitute material but with the electric refrigerator, the seaside and summer resort, the automobile, radio and washing machine. The home-owner is beckoned everywhere and it is hard for him to hear that wee small falsetto voice of the lumber dealer and his m€ssage for better homes.

It would seem that the greatest need in the retail lumber business today is for a new "selling" policy-a better understanding of "how" to reach out and awaken the interest of prospects in what lumber can contribute in durability and service and in the greater benefits of beauty, color and richness. Very few dealers se€m to sense the ultimate necessity of having to establish and maintain some definite form of developing a "home consciousness" in the public's mind-to create new interest in home surroundings and through such appeals, enliven new interest in how lumber may contribute to that end.

The lumber retailer has become a warehouse. a lumber yard,, a, colorless individual who plays some part in the marketing of lumber from the sawmill to the job. Instead, he should be the "seryice man" of the industry, developing, creating and enlivening interest in that which he has to sell, by virtue of "how" it.can serve those to "whom" he would sell.

Around the corner is Mrs. Jones. She has often discussed with her husband the need of a new bedroom, perhaps a linen closet, a sleeping porch or a built-in feature. Without any suggested means of making such an addition, her idea has remained dormant. There is a Mrs. Jones on every street, a live prospect for the lumber dealer, awaiting an appeal that can stimulatb a desire to action. But no sound from Mr. Lumber Retailer. What does he care? He has a contractor figuring on a school-which his competitor finally gets.

Let's tell the communitv a new story. Let's talk of the inviting atmosphere of a -paneled livirig room, of a hardwood flooring laid in decorative patterns, of ceiling of handhewed beams, of that charm, not duplicated by any other material on the face of the earth. to be found in a "home of wood". Let's speak in terms of comfort, utility and beauty-a home creates a definite pride-why not shoot at that target. Give suggestions, stimulate with ideas and you will find a ready response.

Ifow many lumber dealers have a mailing list? A list of every home-owner in the town, the lot-owners, taxpayers, etc., even those who may be considered as prospects at some future time. The man who calls and buys five pounds of nails today may be a real prospect for you tomorrow-keep in touch with him. A monthly letter, each one confined to one particular item of interest to the average home-owner, will open up new channels for business. And what a wonderful message the dealer has to tell.

The retailer of lumber is primarily selling a service and that service is one of better homes, better barns. chicken

George Melville On Trip To Northwest

George Melville, Los Angeles, who is associated with A. L. Hoover, has left on a vacation trip to the Northwest. On his way north, he will stop off at Eureka for a few days to visit the mills in the Redwood district. He plans to return to Los Angeles around the middle of July.

A. McNAIR VISITS SAN FRANCISCO

A. McNair, McKinnon-McNair Lumber Co., St. Helena, was a recent visitor to San Francisco. He was a caller at the offices of the California Retail Lumbermen's Association, and advised Mrs. J. E. Fraser that St. Helena is considering the adoption of the Pacific Coast Building Officials' Conference uniform building code.

coops and garages-it is that help, guidance and suggestion to the prospects of the community in building that which will provide convenience, utility and charm.

Lumber has such a wonderful story. Its adaptability to nearly every form of construction is even today little known. When we think of the beauty of the natural grain of wood, of Redwood and sand blasted walls, of our hardwoods with their depth of color and graining, of the ornate patterns we weave in fancy floors, we should condemn ourselves for being afflicted with sure signs of sleeping sickness. Lumber associations are spending millions to tell the world of Douglas fir, Redwood, Cypress, Southern Pine and of their qualities. The dealer sits idly by and fails to take any advantage of this advertising.

A new sales viewpoint is needed-a new sales manager in every retail vard, one who can reach out and develop that business that needs only the urge of an appealing message-a sales manager with a vision, who can bury the word "lumber" and talk of those things that are near to the heart of hjs prospect. It's a selling age and today's sales are not delivered on the proverbial "silver platter"-you've got to go out in the deep water and fish for them-but be sure you use the right kind of bait.

E. E. HALL INJURED

E. E. Hall, president of the Hall Warehouse Co., lumber dealers, Pleasanton, was injured in an automobile accident near Fresno in the early part of June. Mrs. Hall, wso rvas riding with him was also injured, but both were discharged from.the hospital in a few days, their injuries not being of a serious nature.

Richmond Lumberman Making Long Auto Trip

A. Nelson, San Pablo Lumber Co., Richmond, accompanied by his wife, is making a coast to coast trip by automobile by way of the Southern states. Mr. and Mrs. Nelson will visit friends'in New York and Atlantic City, and expect to be gone about two months.

It is universally known that Redwood seasoned by the air-dried method ingures etock that cannot be excelled. Our entire line of Redwood products are manufactured from thoroughly air-dried stock and for that reason our aiding, finish, mouldings, etc., are of the higheet gtade obtainable.