handising moves moulding

by Neal Hetlin Directq of Mrketing Wood Moulding & Millwork Producen

ings.

Why? Because an extensive market research study conducted this past year by the Wood Moulding and Millwork hoducers found unfinished wood moulding to be one of the most profitable items carried by retail lumbr yards and home centers. Yet, when priorities are given to product lines, this essential fact is often overlooked and ptential sales are missed. must realize that the average do-ityourselfer is not accustomed to working with mouldings. As a result, sales personnel should be available to answer questions such as "What do I need to finish this job?", "How do I miter?", "How do I cope?", "What tools do I need?" and "How can I make this room look more elegant?"

The key is a well-trained sales force. So, after an atmactive display area, the next step is a training program for sales personnel that will teach them what mouldings are, how they are used, and the techniques of installation. lt is here that the Wood Moulding and Millwork Producers can help with professionally-produced books, brochures, and audiovisual training aids. These are a valuable source of information for both the wholesaler and the retailer.

The survey also discovered that wholesalers and dealers who educated their sales personnel on moulding sales techniques, moulding applications, and moulding installation and price. If tomer purchases wallpaper, the sale could include moulding, adhesive, and other installation accessories. Paint sales can include mouldings as an accessory item. Even gypsum sales can include mouldings.

As the do-it-yourseH and remodeling markets grow, so does the potential for sales and profits of specialty items such as moulding and millwork. However, if this potential is to be realized, the product must be preented in the right atmosphere.

For best results. unfinished wood nrorldings should be kept in a neat, well-lit area with all bins marked as procedures benefited greatly from increased sales. Not surprisingly. it was also rhis profit-oriented group of wholesalers and retailers who most availed themselves of the sales literature and training aids available. possible, lnfinisheA:morldin! should U" qlpu to rlated producs such as paniling, waltrpaper, panel adhesive and finishing mils. And, within the area, a place should be provided for "how-to" bmks, brochures hat illus-

Pn0flI-0nlEtTE0 brochures from the Wood Moulding and Millwork Producers can help a retailer educate his customers on the uses and how-to of moldings.

If retail sales personnel follow just this one tip-SELL THE ACCESSORIES - total yard sales can increase dramatically and profits can zoom because accessory items are producers of high mark-ups. Thus, it's important to get the point across that it really doesn't pay a sales per$on to sell ten sheets of paneling and not sell the accessories.

As you can see, in unfinished wood mouldings, you have a product that is readily accepted, a product that provides a high raurn at both the wholesale and retail levels, and a product that offers excellent sales potential if merchandised aggressively. However, it is only when the wholesaler and the retailer, toqether. decide to better merchandise fproduct, that the job really gets done. So combine your efforts and start rnolding a better profit picture by merchandising mouldihgs.

When you call, we deliver. Fast. And we deliver darn near everything. Lumber. Plywood. Timbers. Fencing. Masonite. Hardboard. Particleboard. Roofing. Hardware. No other distributor in Southern California comes close to handling as many products. That's why we are the Super Supplier. Slip into the nearest phone booth and call. We'll deliver full or mixed loads to your yard or your customer's job site. Super? You said it. Louisiana-Pacific Corporation, Crown Distribution Center, 900 West Taft, Orange, California. Phone 714-998-6500 or 213-598-9675.