Lumber Dealer Must Hit on All Four

By F. H. Beckmann

Expert engineers all agree that a motor truck engine should'have four cylinders. For heavy hauling and continuous work this type of motor seems to best fill all requirements.

Efficiency experts rvho are specialists in the retail lumber business also agree that a dealer must have four cylinders in good working order if he is to make the greatest success. The construction of this four c;'linder organization engine is simple, but it takes a real manager to keep the c;'linders from missing.

In order to '[uild this engine scientifically'it is necessary to name and define the cylinders. 'I'hey are :

1. Co-ooperation.

2. Contractors.

3. Courage.

4. Customers.

Let's analyze number one first and determine what is necessary to cause a perfect distribution of power from a regular explosion.

Co-operation. That is the first and most important part of the engine. To make this cylinder do its share continuously a lumber dealer must learn that he cannot possibly handle every phase of his busingss s]6ns-'r4'ithout the assistance of experts. It may be possible for him to employ efficient bookkeepers, truck drivers, yardmen, typists and Iaborers, but unless the business will justify it, it would be poor business to engage an advertising specialist, an architect, a service man and all the other assistants necessary to do everything as it should be done.

A lumber dealer should give the same attention and cooperation to his business that he gives to his health and personal affairs. If he has appendicitis he goes to a physician and surgeon, if his teeth need attention, a dentist is consulted, and if he finds it advisable to go to court, he obtains the services of a good. Iawyer. The average lumber dealer cannot afford to keep these specialists continually on his personal payroll.

Neither can the average dealer afford to employ an architect, a service man and an ad.vertising expert to work for him constantly. Therefore, if the first cylinder is to do its share, the dealer must accept the co-operation of an organization that will give him the necessary assistance at less expense and do the work better than it can be done in his orvn office.

Next, this business engine 'rvill not perform effectively unless the eontractors are correctly educated. No lumber dealer can obtain the greatest power and profit from this cylinder unless the contractors have also learned to co-operate and to sell without using price as the main consideration. If contractors insist upon cut prices and dictate their own terms, then this cylinder is missing. If the attitude of the contractors is in any lvay antagonistic, if the dealer is not giving contractors every possible assistance in helping them to get business, then this cylinder needs overhauling and repairing.

Courage.-. There's the seat of Real Power. The gas that goes into the combustion chamber of this cylind.er should contain Knowledge, Ability, Confidence, Determination and Gommon Sense. These combine to produce the greatest amount of Force. Without this cylinder or with it missing, the whole engine may as well be scrapped.

A modern dealer must have Courage to throw aside old ideas and customs; he must accept the proven methods of efficiency. He must have Courage to give real service; Courage to d.irect his contractors; and Courage to apply the principles of scientific salesmanship.

I-.last, but by no means of less importance, comes the ultimate consumer-his attitude toward you and your attit,ude to'ward him. Test the explosion in this chamber by answering the questions: Do you give him the best possible assistance with his building problems, or do you turn him over to a contractor? Does the prospective builder recognize you as an authority and an information bureau when it comes to building id.eas, suggestions, and constructions? Have you u'on the absolute confidence of the builcling public, or are they suspicious to the point of thinking that you are a profiteer and as a result, ask for competitive prices ?

If you cannot answer these questions to your own entire satisfaction, then your engine should be sent to the repair shop. Let the experts advise you regarding its operation just as your doctor gives you instructions concerning your health.

Last year over 19,000 business engineers were relegated to the scrap heap. They were not "Hitting on All Eour."