Calling on The Retail Dealers

By Dee Ecelen Manager Cdifornia Retail Lumbemen's Asdociation.

It seems as if the retail lumber dealers of California want to know just what I do with my time as I travel over this beautiful state of California and through your journal I wish to comment and introduce to the retail lumbermen of California some of the lumbermen who do not play GOLF: bur next itop will be the Gilroy Central Lumber Co. We will see Henry Wills, that is, if Henry is in. You know Henry is one of oirr Golfing Lumbermen and these Golfers are sometimes hard to catch. Didn't I tell you so? His assistant said he would be out for the day and could not be reached by telephonti, out on one of hii jobs. Well maybe he is, but I doubt it. Many a time when I went to play Golf I have given the same instructions

Now folks, if you will get in my old flivver we will take a ride down to Gilroy and meet the boys there; remember this that none of the dealers know us and they might take us for a stationery salesman or even accuse us of being a tire or truck salesman, so always be on your guard for a very cold reception, in fact you may see icicles hanging on the manager's desk. But you will be repaid for this cool reception. Just watch that wonderful, pleasing smile that beams his face when you explain to him that you haven't anything to sell. Oh ! Oh ! I sure was glad you called my attention to that fine looking store on your right, I nearly went past it, because you see it is the very first store we come to as we enter Gilroy from San Jose. You like it? Eh? Well, I do too. You see those plate windows; I guess they are about one hundred feet long. If we wanted to we could sit here in the car and pick out about anything we wanted in the hardware or paint line. You knbw I came by here the other night and that place was flooded with lilht and so attractive was the display of hardware that I stopped my car and looked the stock over; the result was I saw some items displayed that I bought the very next day. Let's get out and_meet Bert Atkinson, the -anager of Builders Supply Co. Yog know Bert is one of the District Secretaries of ttre Coast Counties Lumbermen's Association.

What did I tell you ? She got our number somehow. We were greeted very lordially by-Mr.s. Bert, and when we asked foi Bert, she-remarked, "Don't hurry, Bert, "they just want to sell you something." fn a very few minutes we were taken inio a very fine reception room with nice easy chairs and our time was very well spent in talking over together the problems of better merchandising.

You didn't see the Gilrov Lumber Co. as we came down the main street did vou ? Well we will locate the railroad tracks and I am sure wd will see the lumber yard. Here we go 1nd there is the Gilroy Lumber Co. down-by the tracks.

"You wish to see the manager? We are both ihe manager, I am F. C. Boock and I want you to meet my partner C. O. Kelly. Come into our office. So you are ths lVfanager of the State Association; well, Mr. Lake is sure giving the Lumber dealers of California a wonderful service. You know I was so impressed with his work that I sent in for membership and I sure do want to be a part of the program outlined by the Association. Have a cigar." "Thank you." "You know we are giving our trade more service, at a less cost, and more profit to ourselves since we have placed the Golden Rule in our business."

Just what part has the small retailer to play in this vast program set forth by the State Association? I was very much impressed the other evening when Mrs. Essley and myself attended the program of one of San Francisco's leading theatres. At the beginning of the show a wonderful symphony orchestra started playing an overture from one of the leading operas. I noticed one small man who did nothing but sit with his eyes on the music. Those eyes seemed to be frozen to the strains written. not once did a muscle move in his rigid body. I could not keep my eyes off him. I wondered just what part he had to play in this great symphony. All that he had in his hand was what appeared to me to be a padded mallet. All at once he seemed to come to life, his nerves tingled, his body seemed to be inspired with a thrill which only comes to an artist, his eyes were still frozen to the music, he raised the mallet higher and higher and at the great moment he arose and struck an instrument that sent a great thrill to the hearts of the audience. He then sat down with a smile upon his face, because he knew that he had done his part.

No matter how large or small we are in this great pro- gfim o! lrler, we all owe our part to the up-building of HUMANITY.

Our next trip will be with the General Secretary, M. D. Bishop of the Coast Counties Lumbermen's Association.