The Old and The New

The retail lumber dealer is a remarkable fellow, pursuing a remarkable calling, and occupying a mighty large niche in the lumber industry.

You will notice, rve said "occupying." We did not say "filling," In a general way the retail lumberman "occupies" the large position mentioned. Whether he "fills" his niche or not, is an individual and not a general proposition. As the old saying goes,-"Some do, and some don't."

What is theretail lumber dealer in the business for? What is he "after?" The original idea was that he was there to "get the money,"-to make a success of his business.

But a better and wider field has spread itself before the live dealer. His perspective has widened remarkably, with the inrush of more modern and better ideas of service, and service giving.

He still wants to make a success oi his business and in making a subcess to make money, but in order to accomplish that common end, he is striving to perform a duty, a service, that in the older days was unknown. He is striving nowadays-and the ranks of this new legion is growing by leaps and bounds as the better things unfold themselvesto be a personal credit to his community; to be a building specialist and so considered by his townsmen; to be a community development expert I a "better home" campaigner; to be in this and a variety of other ways, a creative and constructive agent working for a better communitv and a more prosperous people.

And there is a direct return to him in a business way for all this, for if he enjoys the confidence and trust of the community, his prosperity will reflect the prosperity which he helps to create in his surroundings.

He cannot MAKE people trade with him, any more than they can force him to sell to THEM. His trade must be otherwise secured. The only legal, proper, commercially and morally justifiable method of building up his businesi is to CONVINCE the public that it will be to THEIR interest to deal with him.

The possibilities in the creating of business, in the old days usually considered to be most unfortunately limited, are,-as a matter of fact-most fortunately unlimited.

These possibilities are difficult to state in a general way. Each individual case depends upon local conditions. Population, crop conditions, financial conditions, proximity of other dealers, mail order competition, credit customs, etc., must be taken into consideration in planning the business getting campaign of each individual yard.

We have discussed many times in the past year in these columns, some of the things that the dealer may do to create a demand for his stocks. We have discussed "Auto-Made Methods for Selling Lumber" a number of times. We have tried to pound horne the thought that the dealer who lives in a poody kept home and stores his building material in an illkept yard,-both home and yard being the worst possible advertisements of his taste as a building specialist and of the uses of his building materials,-has t[e wrong foundation under his business structure. If YOUwon't use your own lumber and paint, how do you expect to convince others that THEY should do so. We have talked about the necessity for plan books, and for every man being the local architect in his town, and thus giving SERVICE.- We have talked endlessly about proper advertising, and-thank the Lord-the retail dealers of the southweslern territory are using more and better advertising than ever before in'thier lives, and there are new converts to the use of live advertising every day.

We have also talked about recording in the dealer's office the building material necessities of your community, and THIS proposition we want to drive a little farther home in THIS article, believing in its wondrous importance, and knowing the lack of real attention given this department of his business creating possibilities by the averag'e dealer.

Seeing and Booking Lumber Needs

You should know your territory like a book.

You should see it not only as it appears to the eye of sight, but you should also use the eye of imagination.

For instance; you know of many men who day after day lift up the broken front gate. Habit prevents them from thinking of it; they have lost the first impression of REPAIRING; in a word, they are PASSIVE about that gate.

If the first impression would be revived, and their attention called to that gate, they would be in the market for a new one-or for repairs, at least. The gate suggestion is merely as an example. It applies to scores of other things in your community that come under the eye of the man who is actively searching for such things. The man who does not know that his house needs painting; the man who doesn't realize that his barn is in bad order; the man who has to keep some of his valuable machinery out in the

(Continued on Page 46) weather and has not reached the idea of a ne$' implemert shed; the man who needs a corn crib but has not thought of building one; the man whose hogs, or cattle, or chickens, have outgiown his stock buildings; the man who needs a sleeping forch and can afford one, but to whom the idea of building one, has not occurred, etc., etc., etc.

HERE is your greatest undeveloped field, Mr. Dealer. It has absolutely no limitation. It is your opportunity &r INTENSIFYING your local business, DO THEBUILDING AND REPAIRING THINKING FOR YOUR COMMUNITY.

What do the conditions above suggested indicate to you ? Very apparently that YOU-the local building merchanthave something that man needs-only he has forgotten- it, or does not know it. It is YOUR duty to call his attention to this fact, so that he can thereby SECURE SATISFACTION AND HAVE HIS UNKNOWN. WANTS FILLED.

Isn't all this perfectly reasonable, Mr. Dealer? Is there anything unreasonable or impracticable about these suggeitions? As a matter of fact, aren't there more possibilities in this direction for you than there are in the way of new building projects that come to hand without your CREATING assistance?

YOU KNOW THEREARE, especially in any established community. "Send me your sleeping porch, and sun parlor, and home addition cuts and plans at once; this is an old community and I can do more in improving old houses than in selling new ones," wrote a dealer just a few days ago.

Go at this business systematically. Don't trust your memorv to handle a volume of business for vou.

'Wn"tt you see a condition that some o[ yoot stock would remedy or improve-JoT IT DOWN. Take the note back to the office with you. Have a little card index, and FILE IT. At your first spare moment, pick up that card, and go over the proposition just as though a customer had brought you a bill to figure on.

We will say that you noticed that John Smith had a nice crop of wheat, or oats maturing, and that he had no practical grain storage building on his place. Get out vour plans for grain storage buildings. If you haven't them, kick yourself a couple of times, and WIRE FOR THEM.

Figure out ihe size of grain shed you think John Smith could use, take the lumber bill and figure it, and show just what you would furnish him the material for the building for. Then take your plans in your pocket, and have your figures ready, and GO SELL THAT GRAIN BUILDING TO JOHN SMITH. Meet all his arguments MENTALLY before you approach him, and then SELL HIM.If he stands you off, file the memorandum with the figures you have made, and come back at him later. That notation will be one of your ASSETS, even though you haven't sold him yet.

Dothe same with everything of the kind that arises. When you have time to spare, hitch up the old mare or crank the flivver, and go out and dig up some visual prospects. File them. Figure them. SELL THEM.

AND WHEN YOU GET INTHE HABIT OF DOING THESE THINGS AND ACCOMPLISHING THEM YOU WILL HAVE A DEAD MAN'SCLUTCH ON THE BUSINESS OF YOUR COMMUNITY BECAUSE YOU WILL KNOW WHAT IS GOING TO BE BOUGHT EVEN BEFORE THE BUYER KNOWS IT.

THAT IS MODERN MERCHANDISING

THAT IS LIVE RETAILING.

THAT IS A METHOD OF BUSINESS GETTING THAT WOULD SUCCEED EVEN ON THE SHORES OF THE DEAD SEA.

But it means WORK-WORK-WORK.

That is the only obstacle in the way of its being successfully used. It means that the dealer must be physically and mentally active. It is an entirely new lumber world to the fellow who has been in the habit of stocking his yard, keeping track of his stock, passing the time of day with his townsfolk, and then waiting for the wagon to drive up-and tell him what John Smith has discoverCd he wants to buy.

It is the difference between life and death; between daylight and dalk; betwe€n youth and age; betwe_en hope and hopelessness.; between SUCCESS and FAILURE.

ISN'T IT WORTH TRYING?

But like the various other methods of business improving that we have discussed, there is no royal road to victory. It all depends upon the brains and the energy that you invest in the efiort. It depends on YOURSELF. Neither money, brains, ieligion nor a campaign pla-n- of ' trade extension,- can help you unless you USE THEM. THIS IS A CALL FOR VOLUNTEERS.

Our Own Wall Mottoes

A RETAIL BUILDING MATERIAL MERCHANT DOING BUSINESS IN AN UT{PAINTED, ILL ARRAI\GED OFFICE, MAKES ME THINK:OF A BALD.HEADED BARBER OFFERING HAIRTOMC.

Another Million Dollar Job Finished in Superior Brand Oak Flqoring

Thc Sccurity Aprtmcnu in F:Iollywod, Calilo,rnia, arc alDong thc fine* ia thet lamoue city. They werc receotly complcted ata coet ol nearly $2,0O0,0o0 with the definite objective ol creating a group ol livirg quarss which ehould be the laat word ir correct appointmeotand deco" racive echeme.

Seeking the beet obtainable material with which to floor the rooog oI tbis excluaive houe omnunity,

SUPffi"tr*

':Amcricda Fitrcp,t" war chm, uin3 the Select Quartcrcd ia !1116'xf%' Iae' givinS e.nimr uoth flor oI rm beauty. llcrc ir enotbcr lnrtance o[ the rteedilv iDcgsilg rcpuntioa lor roit wbich Suqtor Bmd tr ouuadv buildinq. Tf,c wordol--moirh mdoroot ol tha wh'o havc .mvloudr u*d il hu proiea a most profteble *imuhtor ol slcr+d olinarl Encni to-ihoc &alm'who oasids-it aa indirpeuble itro ol tlcit rcnits *ocL Thc rrdfc lcetw which m a port ol Supcrior Bnad unqhe tuic m dctr crphircd in ou intercrdng boo[,let wittca rpcielly lq dalm Yru opt will bc mt fre on rcqucc.

Ot what shall we qrotc?

SUPERIOR OAK FLOORING COMPANY

Helena, vl.rLansas

P*lfic Cut R.FwnlallPct

R A- BROWN.6046 Carlc Avc..ls Argclo

Who Reads Advertisements, Not How Many

Advertising must do more than be read. It must sell goods.

You can collect a crowd by shouting. To get reader attention is easy.

But do you care for such attention?

Whatever you sell is bought only by specific classes or groups of people.

The advertisement must select the people who buy your kind of goods.

So speak directly to the imminent buyer.

The average reader as such isn't the reader you want. It doesn't matter if he never sees your advertisement.

Advertising success requires expdrience, judgment, imagination and resourcefulness, as well as knowledge of publications, illustrations, type and ability to write. To know what to write is most imoortant.

Obstacles and hazards in life and in golf are

IS A CUSTOMER WORTH 48 CENTS?

An editor'ial by the American Multigraph Sales Co.

Note: This editorial zaas uritten by Mr. Lee Fleming of the Fort Smith Garment Company, Fort Smith, Ark., and-was not intended, as a lumbermeds article, but you will agree that it could well apply to our business, as wella as to the ready-tozaear garne. The article apfeared, in a bulletin from the American Multigraph Sales Company.

One big mail order house sold 65 million dollars more goods in L924 than they sold in 1923.

Another mail order house sold 122 million more than in 1923, making a sales gain of 32 per cent in one year.

The mail order houses value a customer enough that they send him a catalogue, weighing three pounds and costing at least $7.00. Besides this they send at least two special catalogues, or perhaps a total expenditure of $8.00 on each customer. They asked these people to buy, and they bought to the tune of 32 per cent increase in sales for this one house.

How much did you spent on a customer? You could have mailed him a filled-in personalized letter for 4 cents. You could send him one eich month in the year for 48 cents.

If it is good business for the mail order houses to spend as much as $8.00 in a year on a customer, isn't it safe and conservative for you to spend 48 cents a year asking him to buy, and telling him about the goods you have to sell?

You have the advantage of the mail order house. You can show the goods he is to get for his money. You have the advantage of the personal touch, you can talk to him, be friendly with him. As a rule your low operating cost makes up for the quantity buying power of the mail order house. You can sell goods for as low a price, and many times for less.

Make a mailing list of the people you want as customers. Spend 4 cents a month on each of them for a year and you will see why the mail order houses are growing. You don't need to out-mail the mail order house. Your chances are ten to one for getting the business if you will ask for it, as the mail order houses are asking.

fupa=Snea#

Triple-Sheath, the absolutely waterproofbuilding paper is the owner's insurance that his home will be adequately protected against dampness and cold.

Better give him complete coverage by supplying him with this good product.

M B. PI PS LUMBTTAYAAD .}->/, LUMBLW.

N O StR. AUgec.t . ycru AINT GorNc1 r_o HANG mE oN ANy oF yQun ADUEPTI9ING CAMPAINg, NO_A.NQ lee.rrv \rp,pAlNr

UP, tlOoSE 9UILDIN-EQ- MODlEt=-ttOuSe NUER\I srN. T\II$\OUIN HArn_l' AilNY To_ty\ENY t\ar$m-sollE -Forys DoN-f f$t'&\}tJtBSiHHitt"3'$S.N*$.X\}5"F"r.E$i\l burtDs \ urruu qET m\ s$\RE oF'Tr\E sb$lN-ess, so rllEl AlNt i -- I r I i; NQuSETiTSPENDIN ,1 \ sXif,. / | i nj+\- --:MoNEy ro Rrosrt ) -,,-.,1, _a r lllil l€usl,rEss.TllATsALL -A, -r r vl.%p,4 |ilil| -ffiic.ooo-gY;z:-

UITL, PT,PS BUILDINC STOBL - ST,RVICL wE TIIANR YoU Ve.B.r_ t{tu(r{, ALFERT, FoR_RESER\nNq uiTHe spAce,rnYOUR tlolnE BulLDiNe gEcTlON,. V{E ARE YERY qLAD TO QO.OPERATE TNTTH YOU,AS \NE T\\\N\< T$C. NENS?APEE.S ]TN\E A \|ONDERFUU C\\A,NCE 'rO DO SOtr\E REALCONS-TRUCTIVE T\'QR-B. IN \ITE\Reor r{ruNrTtEs BY

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Southern Pacific Helping On Special Train

Mr. R. B. Graham, Passenger Agent for the Southern Pacific Company at Los Angeles, has been in conference several times with the Southern California Committee appointed by President Pinkerton, to arrange for a special train for the delegates attending the Annual Meeting of the California Retail Lumbermen's Association, Fresno, October 30 and 31.

Mr. Graham has made a tentative line up for the train, it will be mpde up of all Standard Pullman cars, a Club Car, and will be fitted out in a manner to please, according to Mr. Graham.

The train will leave Los Angeles about nine p. m., the 29th, arriving at Fresno early Friday morning, allowing the passengers to sleep as late as they like. Breakfast will be served, oh reservation, at the Californian Hotel.

The return train will leave Fresno about 1 a. m. Sunday, arriving at Los Angeles about noon, carrying a diner for breakfast.

A great many have signified their intention of traveling on this train instead of driving as they had intended. It surely offers a splendid opportunity for the dealers to get acquainted, and at the special fare, offers an economy in traveling expenses.

PRESIDENT COOLIDGE IS VERY OFTEN ..IGNORED'' IN WASHINGTON

Quite frequently when President Coolidge desires to take a walk, unofficially, he mingles with the crowds on the streets of Washington and very few pay any attention to him. 'Those who happen to look his way probably wonder whether he is a book-keeper or a school teacher.

But when he is in the White l{ouse, or in an official procession, why, the whole multitude cheers and honors him.

Identification of things makes all the difference in the world in the viewpoint of the public.

The product you are selling, without any mark of identification, looks very much the same as any other product. It attracts no particular attention at all.

But when it is identified definitely by advertising as the product with certain qualities, then the public is interest€d and will buy it.

The trade-mark isvitally important inthe merchant's selling.It should always be in every display of the product, in every newspaper advertisement, he iuns, and shown to every prospective buyer.

It is like the White House to Presiclent Coolidge..

I saw him today, as I passcd on my way, On ttre doublc-decked bus, uptown. He still wore his smile of goodfellowship In his sparkling eyes of brown; His clean-cut mouth, and his square-cut jaw, And the way he wears his twceds, Mark him out as a man who wins- In his daily work, succeeds.

No chcapening "goo" on his rnanly head; His hair looks brushed and groomed; Thc kind you know is clean and sweetNot greasc-soakcd .and perfumcd. The kind of chap I can see in the Hunt Enthused in clean-played sport; Or, perhaps at Bridge at thc Racquct Club Smokin' Camcls-and deep in thoughtl

And, I know just how he'd likcly dancet He'd be agilc, and smooth with gracel No "brogan-shufflin"' for a man like thatTHAT goes with a 'tellybean's" faccl IIis vo:ce, I know, would be firm and low. And admirably modulated; Looking into your cyes when hc talksBrown eyes, animatcdl

Gec! But I'd love to meet that chap! 'Cause he's surely an Idcal Ladl And I see him 'most every place Igo- Thc Man on the camel Adl *uth M. Bennett.

Sciur,tifii Kiln-lDrykS

Pictuled is a Liln truck of hardnood lunbcr being pneparcd for manufacturc into "Evedarti4g" Flood4g. Note the prccautions for thorough ait cincrrlation-the center flue, the opcn qpacingr the system of stic&cts. 'Everlartinglt f,ooring ir ac ecientifically Hlnddd ar thc rtood urcd irr the f,nest fundtule.

NICHOLS & COX LUMBER CO.

GRAND RAPTDS, MTCHTGAN .^vr*m,*-

For 18 Years

..CHICKASAW BRAND'' OAK FLOORING har been a rtandard of Grade-Quality-Manuf acture

Manufactured By