9 minute read
Ways to cash in on the outdoor update
'Iy';':"'1ffi1'1"1' "l "j
house. Exterior face lifting, updating planting, patios, porches, and outdror living quarters, is part of the package and should be merchandised as such.
With the present state of the economy and energy shortages, homeowners are spending more time at home. This, plus the awareness that because of inflation their home is one of their most important financial assets, makes them receptive to investing in improvements.
Home improvement centers have been experiencing increased sales each year with retailers and wholesalers tallying as much as a 500/o increase in the past year. A portion of this annual increase can come from the lawn and garden department if good merchandising is practiced.
The demand for power equipment ranging from riding mowers to string cutters grows each year. Capture your share by maintaining a good inventory well displayed.
Mechanical tools have a built-in appeal for homeowners. Capitalize on the fun of gardening with them. Demonstrate the ease of operation, the economy, the time and energy saved in manicuring lawns and gardens. Let the customers try them for themselves with a hands-on session. But be very careful that all safety procedures are strictly observed.
Display a planting calendar and step-by-step growing instructions with the seeds and plants. Put the handtools close by with identifications that show their special functions in the garden. Insecticides,
Sfory at a Glance
Home improvement moves outside. . face lifts for planting, patios, outdoor living... home improvement centers cash in on need for updating...merchandising lawn and garden departments.
garden hoses, wheelbarrows, any tool or product used in the garden should be located close by to encourage add-on sales.
Build enthusiasm by displaying live flowers and fresh vegetables, the kind your customer will grow for himself. Locate the canning equipment on neighboring gondolas to spark the idea of preserving the excess harvest.
Garden fencing, trellises, step- ping stones and plant stakes make attractive displays. A storage shed to house the new tools and alleviate the crowded garage syndrome should be set up housing an array of tools, garden fertilizers, compost, potting equipment, and such to show what it can do. A greenhouse also can intrigue customers and stimulate purchases.
Adequate merchandising, attractive displays, timely specials and prominent advertising are invaluable in promoting lawn and garden department sales, but don't stoP there. Help your customer to learn how to use the equipment and the products you want to sell him. Schedule seminars and classes, provide informational signing, give away written instructions, offer expert advice through your sales people. Become your customer's partner and ally in improving his outdoor living.
When the work is done, don't forget the relaxation and play time. Barbecues, grills, patio furniture and outdoor lights will add to his comfort and pleasure. Colorful tableware, glasses and cooking accessories will help him to entertain easily and well. Include these items as well as equipment for backyard sports and games in the outdoor picture you are presenting for him. Become a specialty shop for the outdoors whether it be imProvement, maintenance, or just Plain fun.
California Forest Products
436 14tb St., suite 404
OaAland, Ca. 94612 (41t) 465-2658
John Wilton
Redwood and Douglas Fir Lumber.
Cedar Shakes and Shake Felt
Plywood Siding and related items
Consumer Clinics
(Continued from page 49) and in addition, invite the audience to come up individually after the demonstration to speak personally to the demonstrator. Many people are too shy to ask the question in front of the entire group.
(12) lf you have a drawing, conduct this after the clinic and award the winner in public.
(13) Be sure you also make available the tie-in products necessary to do the complete application or installation. If adhesive, nails, special tools, etc. are needed, have these products on hand and priced, and discuss these items when you ask for the order. If you rent tools, include these in your program.
The more advanced retailer who is experienced in holding clinics should consider a Clinic Open House Program. Some chains such as Central
Hardware in St. Louis, Mo., hold an annual Clinic Week. A dozen or more manufacturers are invited to hold clinics and demonstrations simultaneously during a three-day period. Space is provided in the warehouse and traffic is channeled back to this area. Here again, heavy advance promotion is necessary in the media and within the store.
Consumer clinics can be profitable, but careful planning and advance preparation and promotion are vital ingredients to their success.
Nice to Touch
A sample of Windsor Mill's interior redwood paneling is proving to be a terrific sales boo-ster'for re'iailers, according to company marketing mgr. Jim Stroupe.
He says that "customers like to see the rich, warm, attractive colors and to touch the smooth finish of the paneling, which is rough sawn on the other side. In fact, this new showpiece has become so popular that it's keeping a -production crew busy turning it out. "
Stroupe reports that some dealers estimate the new display panel has increased sales on the product by 3OVo.
Management Has Last Word
Employees should be infornted that low level supervisors have no authority to change company polrcy.
This is supported by arbitration upholding managenlent policies in accordance with the union contract. A supervisor, in one instance, had over a period of years failed to enforce the time limit allowed for lunch. When the management attempted to stop this practice, the employees claimed that past praclice had become binding.
The arbitrator decided against them citing that to rule otherwise would have been changing the language of the union contract.
SELLING HOME FIX . UP
(Continued from page 16)
Cut-aways help the customers to see what can be done in the unseen areas of their homes and how it can be done. Plumbing and wiring often become more understandable. Merchandise confidence and you'll sell more material and tools.
The right tool is essential for most jobs. Educate your customer by detailing the tools needed for each job in consumer handouts and signs. Offer the opporunity to learn to use a tool if it requires a special skill.
The guttering mystique can be simplified for the customer with a mock-up demonstrating the correct use of each component. Take-home literature can explain measuring and wtys to determine needs.
Ladders can be useful for display. Strips of wall covering falling from the top shelf are attractive. The steps make super shelves for small items.
Build a deck and equip it for outdoor living. Have plans available with complete instructions to encourage the d-i-yer when his wift says "Let's build one."
Display mounted screen doors side by side along an aisle with door mats, mail boxes, side lights, and decorative house numbers to create a picture of how they will look installed as well as to encourase add-on sales.
A four-siied display stand will give you four surfaces for featuring doors, shutters, or other large items. A similar stand with open splce cnn be used for related vignettes or fitted with shelves for display.
Keep in mind that the outdoors needs a spring fix-up, too. Sharpen up your garden tool section and spruce up your nursery department with plants and needed supplies displayed attractively. Signing is important here, too. Indicate information such as shade and sun plants, amount of fertilizer to use per square foot, germinating time for seeds, etc.
MARY's RIVER LUMBER CO.
Specialists in Western Red Cedar
Channel sdg. or LxL2 SIS2E
(Clear Tight Knot {t Standard & Btr.)
Rough and Surfaced Dimension
Fencing and Shakes
Rail or truck shipments
North Hwy 99W 45151 N.E. Elliott, Corvallis. Or. 97330 (s031 7s2-0216 r (503) 7s2-0L22
FRANK CLEMMONS O BOB AVERY inuite your inquiries for truck & trailer 0I Gadoads
Specializing
Now in stock, kiln dried. 4/4 thru 8/4, all 8x8 average.
We also represent Holmes & Co., Inc. and Robinson Lumber Co. on the West Coast.
Jim Summerlin
P.O. Box 45822 Los Angeles, Ca. 90O15
(213) 645-5870
Telex l8l-871
AS lFIllEY didn't have enough troubles on Highway 101 in Norlhern California, a slide desposited |00,000 cubic yards of dirt and boulders on the roadway recently lour miles above Legett (near Eureka). While Caltrans battled the slide, shippers in the area had problems of their own taking the long way around on Highway 299 to go South. Caltrans reportedly put on the blame on 75" of rain, but the Department of Commerce weather observers in Eureka, Ca., don't agree. Their ligures show 70.94" as the normal average with only 2.445" lalling the two days before the slide. With the highway back in action, Caltrans is thankful lhat it didn't haooen while thb lsland Mountain railroad tunnel was down.
Steer Clear of Arguments
Even if you know the customer is dead wrong, treat him as if he were right. Solve the problem, don't start an argument.
Listen to what he is saying and to what he is not say- ing. Often what is unsaid is the clue to the problem. When you know what is on his mind, acknowiedge his good points.
Clarify and focus on the problem by restating. Choose your words carefully. Avoid saying anything to inflame the situation. Be tactful even if you don't believe what he is saying.
When possible change the subject. Move on to more important business and let the issue die from lack of interest.
Beware that the customer may really want a good argument to clear the air. Oblige him and get on with the sale.
IUMBEN ONRIERI ftom Berkof y' eseacteuv ADAPTABIT TO CUSTOMER NCEDS y' sctgNnRcAuy DESIcNED FOn A|I WPES OF WOn|( v ' ."Jt BAuNGED Fol EAsE OF HANOLITTG
[et Us Prove This ls the Cqrf for You ! Coll or write for free brochure
BERI((}I MAilUTAfiURIlIO ((}}IPAIIY I1285
Serving the Lumber lndustry, Cabinet Shops, Furniture Manufacturers, and Wholesale Lumber Distributors.
McGlellan Planing Mill, Inc.
CUSTOM MILLING o WHOLESALE LUMBER
1919 E. PACIFIC COAST HIGHWAY WILMINGTON, CA 90744 (213) 549-7361
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Freight Flate Hike
Freight Rate Circular No. 1040. efltctive Apr. l. 19lt0. is iivailablc fronr Westcrn Wood Products Assn.. 1500 Yeon Bldg. Portland Or. 9720-1. fbr $10. R*'ised Freight Rate Map is sOe.
Solar Energy Directory
Solar linergt Dircclorv. il5-p . is availablc l'rom thc Ccnteriirrc Co.. Dept. 149. ,101 S. 36th St.. Pho.'nix. Az. 8-503-1. $11.50 post paid.
Aluminum Sliders
A l6-p. eatakrg of Arcaclil alunrinunt slicling doors and uindoil's is frce frorn Northrop Archilcctural S1,'s1cnrs. Box 1215. City ol'lrrdustry. Ca. 91749.
Plywood Update
Pll rvood Construe lion Guiile Fornr E30. is free ll'ortt.,\rnerican Plyrvood Assn., Box I l7(X), Taccttla. Wa. 9841 l.
In-store Demo Filrn
A dentrlnslratron liinr ori l{ustOleunr coatinc proclucts is fl'cc lionr Rust-OlcLrrn {'orp.. II Hau'thorn Parklr'ay. Vcrnon Hills. Il. 6(X)6 l.
Cedar Closet Panels
A four-color catalog shect on aromatic cecl:rr closct pancls is ll'cc tionr Cilcs & Kcndlll. Inc. . Bor I 8ll Huntsville, Al. l5ll04.
Wood Mantels
A tl-p. blochure ot- w'rlotl mantcls is fl'ee fronr Rcadl'bLrilt Products Clo. ^ Box 4306. Ballimorc. \{d :1221.
Kitchen Styling
For f'ree kitchen brochurc. rvritc Haas Cahrnct Co.. 62.5 W titica St.. Sellersburg. ln. 41 112.
Free Reader Service
For more information on New Products and New Literature, write fhe Merchant Magazine, 4500 Campus Dr., Suite 480, Newport Beach, Ca. 92660
Please mention issue date and pSge numrler so vJe can process your request faster! I'lany thanks!
Recreational Structures
Glulam ,Sls/ents for Rccreationul Structures is tiec front the American Instirute of Tirnber Construction, 3^13 W. Hampden Ave., F.nglewood, C'o. 80r r0.
Bay Entry Door
Brochurc fr-aluring thcir threi: ne\\' bav cntry doors is lr.cr.: liom llcl-Air Doerr Co., Box 8lt). Alharnbra, Ca. 9 i 802.
Panel Specs
An 8-p brochurc on Dcct'aCuard p;,ulcls is fl-ee ll'onr Simpson 'l'imbef Co.. 9(X) -1th Arc.. Seattlc. \\Ia 98 16,1.
Sound Masking Systern
Sound niasking slstenrs fbr openplun officcs are frec- tl'i.rtrt Clrmntunicalions \,{arkcting Scrviccs, Dukanc Clrrp., 2900 Dukane' Dr., St. Charlcs, I1.60174.
Safe Resin Use
SuJ't Hundling ond Storogc of D.fi.R fipo.rl' Rr'slrt.r is frec front I)or.r ('hcnrical U.S.A.. Plastics Dept.. lirrrn No. 296-295-80. 20-10 lJor', ( cnlcr. l\liilland. lv1i. 486.10.
No More Dirty Words fllipe Aut Gru.ffiri dcscribing Glt;bal Guarcl. a ncr',' all-surface protcclrnl. is frc-e front Laclcdc Rescarch Laboratories, 291 5 Atiantic Avc.. Brookly,'n, N.Y. lll07.
Kitchen Designer
A 36-p. tull color Cabinet Design Guidc- *'ith installation instruclions. grid sheets. cut outs. and unit specifications is $-l from J.W. Dike. Jr.. Kitchen Kornpact. Inc.. KK Plaza. Jcfl'ersonvillc.'ln. 47 | 30.
Storm Wlndows
Cornplete lnlbrmation about storm windows and accessories is liee fiom Season-all lnduslries. lnc., Indiana, Prr. 15701
Protective Coatings llrtlc.hures dcsclibing architectural protectivc coatings are fice front Plycap ,\nterica lnc.. 283 I l52nd NE, Rcrlrt'roncl. Wa 980-52.
Geta Lift
Pneumatit Tira Lili Tru<'ks. 6,000 to 8,A00 lb Capocftie.r, lv{H-961 is free fronr the Industrial Truck Div.. 11800 S. Ciccro Avc., Matteson. ll. 6t)443.
Tile Reference
Srrrple copy'of the 1980 Handbook ftr Ceruni< Tile Installctior is f'ree fionr thc Tile Council of Anrerica, P.O. Ilox 326, Princeton, N.J. 0t1540.
Hit the Deck
Hon, to Build a Deck is $l from Koppe ls Co.. lnc., t 900 Koppers Bldg.. Pinsburgh. Pa. I5219.
Keep Cash Coming
Profit Plurtning untl Cash. Flow Pro.jections. S-5. fronr NLBMDA. 1990 M St., NW. Washington. DC 2(X)36.
A Place for Everything
Storage catalog is free fiom Bernard Franklin Co.. 4424 Paul St., Philadelphia. Pa. 19124.
