March, 2007

Getting What You Want

By Rick Schumacher

Motivational speaker Zig Ziglar built an empire based on these simple words: “The best way to get what you want is to help others get what they want.”

That simple but powerful message sums up a fundamental reality of business…and of life.

For instance, each month Gary Katz writes an article in this magazine called “On Selling Craftsmanship,” This month Gary writes, “Some readers may be wondering why my last few articles…centered on installing durable exterior trim. It’s true that most industry journals focus on new product information and sales strategies, but there’s no better sales strategy than studying what your customer needs to know.”

Bingo.

 You want to grow your sales; your customers want to work more efficiently, more cost-effectively, and with fewer callbacks. Because Gary meets and talks with residential construction pros constantly during his Katz Roadshows, he learns firsthand what your customers want to know. He then shares those insights with you through his column. His message? Get what you want by helping your customers get what they want. As products and materials continue to change and evolve at a rapid-fire rate, most construction pros find those innovations are outpacing their experience. That’s where you come in.

 Anyone can sell product, but professional builders, remodelers, and contractors must trust their suppliers to keep them informed about new developments that affect their work. You must not only inform them about new product releases, but you must also educate them on the proper use and application of those products.

As Dennis Dixon explains in this month’s Builder Q&A “I like to be able to say to my sales guy, ‘hey Brian, I’m thinking of using glulams for an overhanging roof patio. What do you think?’ …Any person can take an order, but I trust what Brian tells me.” Dennis gets expert product info from Brian; Brian gets Dennis’s business.

 This month’s cover story, Framing the Future, takes this concept to its logical conclusion. As more builders buy a growing number of products installed, it’s only natural that some those builders would also want to buy their framing installed. For most LBM dealers, selling products installed represents a significant change from business-as-usual. Framing takes the challenges of installed sales to a whole new level.

You’ve told us—through feedback and readership studies—that you value LBM Journal because it provides editorial you can’t find elsewhere. As one reader put it, LBM Journal provides “Street-level strategies and tactics with real-world application.” We’re constantly looking for ways to provide insights and tactics that you, our customer, can add to your arsenal. The content in this magazine has only one purpose: to help you grow your business—and to get what you want.

If we can do that, the rest of the equation will take care of itself.

(P.S. As you may have noticed starting last issue, LBM Journal now boasts a new paper stock. It’s different from the old in two ways: It’s significantly whiter—which makes the text “pop” off the page. We also switched from a standard gloss finish to a high-quality matte finish. Matte’s less-reflective surface makes it easier on the eyes, and easier to read.)