2 minute read
Education: Key to selling
A MEN'S clothirrg chuirr irr tlre f{ l.*
Yt-,rk rrca cxpllins irr its advertising why its prices are relatively low and uses this slogan: "An inlornted consunrcr is ottr best custonter". Whtle tliis article is not a report on the consumerisnr nlovement. the copy line bears rereading. because the key to selling building materials is education. Education at all levels: to the consumer, the dealer salesrnan, the dealer hirnself, even the supplier's salesman.
At U.S. Plywood we believe in this principle wholeheartedly. We have to because paneling is not bought on irnpulse. So rnany other of the thousands of items carried by a building materials dealer also require know-how in their usage and installation, too.
Let's take wall paneling as an example. One has to teach the consumer not only how to buy and how to select the product that will satisfy him the most and give him the most value for the monev. but also how to use the product. Because of this, many manul-acturers not only produce catalogs of tlreir products, but also specially designed literature to help thc custonrer rnake the correct selection.
How thc product is displayed and what nressages are visible to the consumer's eye help him make this decision. In addition, decorating books of all kinds are available to the woman to help her select the proper wood,
Story at a Glance
The keyto selling more bu ild ing materia lsis more education at all levels; dealer, supplier and manufacturer. are you taking full advantage of all the training and sales material you have available?
By Norman N. Sperling Sales Promotion Manager U.S. Plywood. division of ( harnpion Intrrnltionll Corp.
color, and texture of the paneling she buys.
All kinds of literature are available from nrany manufacturers on how to install the product in every household situation The retailer also has available many audio visual communications: l6mm lllrn, 35ntm slides, instruction films on how to decorate with paneling and how easy it is to install it. The sarrre holds true for other kinds of products within a store. Other films, slide presentations and seminars are available fronr associations and manufacturers.
Many building material cornpanies have consumer seminars and remodelins clinics available.
What about the salesman? If the educational process lalls down with him all can be lost. All the monies expended by the manufacturers and dealers can come to naught if the dealer's salesman does not do the (Please turn to pagesa )
We also carry split redwood and cedar products, plus a complete line ol lence products lcl; direct shipments only for t&t or carloads.
PANELING display at big Simpson Building Supply Co. open house backdrops (1) C. E. Gonser, Harold Bodfield. (2) Barry Woods, Libby Clemens, Bill Rowland, Wayne G ibson. (3) Dave Emery, Len Viale; Abe and Leona Willis. (4) Pete Speek, Jim Pottratz, Larry 0lson. (5) Ernie Huddleson,"Buz" Anawalt,
Tom Jones. (6) Dean and Dodie Mathews, Jim McKellar, Chuck Heinrich, Tom Walker. (7) Tom Clemo, Cliff Tobertv, "Butch" Lake. (8) Daryl Drake, Leo Salas. (9) Jim Frodsham, George Kreiss, "Pearly" Fisher. (10) P. Rogers. Phil Heim, Mike Nicholson, Jim Nelson. (11) Bud Stemrich, Ralph
Crabtree. (21 Ray McKendrick, John Harmer, John Crowell. (13) Frank Sween, Larry 0uinlan, Steve Jones. (14) Stan Cochran, Jay Moede. (15) Win Burkhardt, Red Clapper, Kent Shurburne, Bob Johnson. (16) A quick look at the special price list during dinner.
