September, 2006

Selling in the Real World

By Rick Schumacher

It’s official. After an unprecedented string of record years for the residential construction industry, the inevitable cool-down period has begun. From talking with dealers, it’s clear that the slowdown is widespread. In most markets, there’s still plenty of new construction and remodeling business to be had, but the law of supply and demand says that there’s more competition for each sale. Where “order takers” may have done quite well over the past few years, the world of selling LBM will once again be ruled by those with solid sales skills.

In our industry, as in many others, sales trainers are a dime a dozen. As you know, selling lumber/building materials is different from selling widgets. Selling framing packages, deck projects, windows and doors, etc., can’t be taught by someone who has never done it. That’s why LBM Journal is proud to work with the industry’s undisputed sales guru, Bill Lee.

Faced with the reality of this business slowdown, I spoke with Bill this spring about expanding beyond his role as a monthly columnist. As a result of those

conversations, the July, August and September issues of LBM Journal all featured cover stories by Bill Lee, all focusing on growing sales and growing margins.

Following his “3 Steps to Stronger Profits” in July and “5 Ways to Win New

Business” in August, we conclude this series of cover stories with “How to Read ‘The Flinch,’ and other tools for getting you the last word on price.”

Acknowledging the very real need for practical, relevant sales training, we’ve teamed up with Bill Lee and Lee Resources International to launch a two-day sales conference this December 5-7.

Speaking of the real world, Steve Easley’s cover story in the May issue on

construction defects generated more calls and e-mails than any article in quite some time. With construction defect lawsuits multiplying at a dramatic rate, you made it clear that you need what Steve knows. As a result, I’m pleased to announce that Steve Easley is bringing his 30-plus years of residential construction expertise to a new monthly column. We’re kicking off his “Ask the Expert” column this month with a full-length follow-up to his May article “Everything You Ever Wanted to Know About Mold.”

In the coming months, we’ll unveil more exciting additions to each issue.

I’d love to hear your feedback as we move forward. After all, LBM Journal is the fastest growing magazine in the industry because of you. Believe me, when you talk, we listen.

To recognize and celebrate the entrepreneurial spirit that drives our industry,

we are expanding the Entrepreneur of the Year award. Instead of just one winner, we will recognize winners from three revenue categories: annual sales of under $10 million; $10 million to $50 million; and more than $50 million. If you’re proud of your company’s innovative ways of doing business, here’s your chance to get the recognition you deserve.