SELLING LUMBER 



151 



In the most successful industries which have, within a quarter 

 of a century, introduced and created a demand for their products, 

 not only in the United States but throughout the entire world, they 

 have first educated their salesmen as to the merits of what they 

 have for sale, and have spent a great deal of time and money 

 becoming familiar with the arguments in opposition to the use 

 of their products and securing arguments to combat or overcome 

 such opposition. This has been most effectually accomplished 

 through systematic organization where the manufacture has been 

 by one interest or where but a small number have been interested. 



I think the reason the lumbermen have neglected this very 

 important feature is because of the large number interested in 

 the manufacture and distribution of the product, and, further, 

 the fact that the benefits resulting from any energy expended in 

 creating a new demand or combatting the inroads of substitutes 

 accrue to the industry as a whole and in but slight degree to the 

 individual. It is but human to expend energy only where the 

 greatest individual results can be accomplished. Lack of the proper 

 organization all the way down the line is another and probably 

 the greatest cause of our neglect, but we now have in our busi- 

 ness a "live" Association, equipped with ample machinery to secure 

 results if we will only make the proper use of it. But the ma- 

 chinery will not grind out results or success for the lumbermen 

 unless it has the support of all branches and is kept oiled and in 

 operation. 



Now let us see how we can use our Association to improve 

 our business. 



First, let us educate ourselves as to the true merits of our 

 product in its different uses, and as to the uses wherein it is equal 

 to or superior to any other known material, by informing our- 

 selves in so far as possible through the limited store of literature 

 that the Association has accumulated and from any other avail- 

 able sources; let us find out how long Yellow Pine sap will last 

 when exposed to the elements; what causes decay; what known 

 treatments will prevent decay, and what the cost of the same is; 

 how long heart pine will last when exposed to the elements, also 

 as compared with other woods ; let us familiarize ourselves with 

 the different old buildings, pictures of which the Association has 

 published, and those of us covering territory where additional in- 

 formation of this kind can be obtained, secure photographs and 

 other information which might be interesting to the manufactur- 



Learn to 

 Know Our 

 Product 



