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SEASONED LBM INDUSTRY PROFESSIONALS SHARE SURE-FOOTED ADVICE FOR THE NEXT GENERATION
EXPERIENCE remains one of the most valuable commodities in the lumber business. After decades spent buying and selling forest products, the industry’s veterans have accumulated a wealth of knowledge that can’t be found in a textbook or training manual.
The Merchant Magazine and Building Products Digest asked a group of longtime and retired lumber professionals to share their best nuggets of wisdom with the next generation. Their answers—ranging from practical business guidance to broader life lessons—offer a trail guide for anyone looking to navigate a lengthy, rewarding career in the forest products industry.
Red Emmerson, Sierra Pacific Industries: “Stay focused, take care of your people, and be honest, fair and demanding.”
Jeff Wirkkala, Hardwood Industries: “The harder you work, the more good opportunities will come your way. Work hard, be humble, and be kind. Doors will open for you.”
John Taylor, retired (Taiga Building Products): “Develop a list of questions to ask customers/prospects that are relevant to their market segment or business. Let them do most of the talking. Listen and focus on their issues, wants and needs.
“Create and present programs that will meet/exceed the customer’s needs and expectations. Conduct regular reviews with the customer of the product/service you are providing. Use quantitative and qualitative metrics that show both of you areas of success and areas that need improvement.
“Get involved in a trade organization that serves/supports the industry. It’s a great way to meet potential customers or suppliers as well as grow your relationships with current customers or suppliers.”
Mike Boone, retired (Eco-Chemical): “My first reaction is to give the advice that was given to me by my first boss in the industry, Evan Davies, president of Alpine Veneer: ‘One, if the market goes up fast, it will come down fast as well. Two, never tell a lie as we can’t remember everything we say!’
“Another would be to make your customers more than buyers—try to make them partners working together to your mutual benefit, and get to know them as family.”
Brian McCoy, McCoy's Building Supply: “Master your job and be a student of your company and the industry. Commit to a life of integrity and always tell the truth. Grow in your communication skills and look for ways to give first to others around you. Enjoy every day—even the tough ones!”
Pat Bischel, retired (Northern Crossarm): “I did not coin this but it has rung true in my career a number of times: ‘You gotta be tough if you’re going to be stupid.’ This one is very personal: ‘Nothing you do in this life will mean a thing if you don’t get to heaven.’”
Ed Langley, Sierra Forest Products/TNT Wholesalers: “One approach that has served me well is keeping an open mind to opportunities and creative ways to make a deal work. The most successful traders often recognize value where others may not. Whether it’s a particularly attractive tally, a unique inventory position, a quality load at the right cost, or a product that brings excitement and differentiation to a customer’s inventory, there is often a path to mutual benefit if you are willing to look beyond the obvious.
“Equally important is understanding that relationships are often more valuable than price. Take time to know your suppliers, customers, truckers and mill personnel. Listen more than you talk, learn what drives their business, and treat every transaction as the beginning of a long-term partnership rather than a one-time sale.
“Further, successful traders understand the product, manufacturing process, transportation, inventory management, and market forces that affect supply and demand. Be consistent—return all pertinent messages (texts, emails, calls). Customers and suppliers remember who answers the phone, follows through on commitments, and delivers when product is hard to find. Long-term relationships are built on trust, integrity and consistent performance. Take the time to visit your customer or supplier. Trade shows and other industry events provide great opportunities for quality networking. Make it fun!”
Bob Maurer, NorCal Lumber: “Some adages I always liked: ‘Never counter the low man.’ ‘Never use ASAP as the ship date.’ ‘Measure twice, saw once.’
“‘Sub Prior.’ These two words need to be used and understood. They are short for ‘Subject to Prior Sale.’ This basically means that an offer made may not be available when a customer tries to buy it later. It has become so common that it is understood even when not explicitly stated.
“‘Your first loss is your cheapest.’ Often a trader may have some product that is priced over the current cost (the market fell) and needs to sell it off. They may refuse an offer that they consider too low. But the longer they hold onto the material, the less it’s worth, hence your loss will only grow. In the long run, your first hit (loss) is almost always your cheapest.”
Doug Willis, retired (Cal Timberline): “The lumber business keeps evolving, sometimes at breakneck speed. Consolidations across the board—in the retail, wholesale and timber/sawmilling sectors—will continue. Independent companies at all levels are being absorbed at an astounding rate. Larger national companies are gobbling up independents and expanding into new markets. Communications are getting faster and faster. A.I. will revolutionize many aspects of the business. Further, it will jeopardize relationships and the personnel touch. The lumber business has always been a relationship- centered business and hopefully will adapt.”
Doug Hanson, Sierra Forest Products: “Always speak the truth. You are trying to build a relationship with your customers.”
Alan Arbiso, Highland Lumber & Mill: “Number one: Always be a good listener. Be honest and interested in your potential customers’ business. Number two: Failure to plan is planning to fail (Coach John Wooden, UCLA basketball—I think Ben Franklin said it as well). You want your customer to know that you have their best interests in mind.”
Edgar Massoletti, retired (Central Valley Builders Supply): “Be honest, be thoughtful, do what you say you’re going to do. It is not all about price. Listen thoughtfully and build a relationship. A handshake is worth more than the price.
“Years ago, a vendor shipped in a miscellaneous list of redwood products. The vendor failed to list on the packing slip two units of 6x6 Redwood Con Hrt. Rough. What did I do? I called the vendor, gave him a tally of what they shipped, and told them to bill us for the quantities shipped. They greatly appreciated the honesty. In the future, when we would put in a claim for short-shipped products, there was never a question. A relationship was formed.”
Bill Perkins, retired (Burns Lumber): “The most significant and important thing that I constantly reminded many, many employees of is: honesty. I have always believed that to be a great salesman you must have any and all customers believe in you. If they ask for advice, you must be honest, even if it causes you to miss a sale. It is critical to develop a good personal relationship with all customers, getting to know them, their business, and their families.
“Also, your attitude is transparent. Always be up; customers do not like to do business with unhappy people. Along with that, always remember: if you love your job, you never work a day in your life!”
Mike Harley, Greenleaf Trading: “I’d say to all the rookies: ‘It is amazing—the harder I work, the luckier I get.’ I would explain to them we are in a business where we provide lumberyards with the product they need. (It builds confidence.) I then would map out a territory for them to prospect. I would have each person manage 25 accounts in each time zone, so they would not have any downtime. I would then have them write an introduction script they felt comfortable with. I would have a department head—Spruce, Inland or Green—explain the product before entering the prospecting area. After achieving product knowledge, we would conduct one-on-one role-playing before each call of the 75 accounts prospected. We’d review their daily prospecting calls and customer inquiries and offerings. Then I would teach account management alongside time management.”
Bob Crews, Western Lumber Co.: “Honesty above all else and having the ability to convey accurate information to your customer or supplier. Be yourself and just tell it like it is!”
Jeff Ward, Mendo Mill: “Always tell the truth to your customers, even knowing that it may not be what they want to hear. Never lie! Your integrity will follow you throughout your career.
“Join an industry club and get together with fellow men and women who share your beliefs and values. This is one of the best things you can do for your business and personal life. I personally suggest Hoo-Hoo International. There is a club near you somewhere in the U.S. and abroad.”
Larry Huot, LaValley Building Supply: “The most important thing is to think long term, begin planning very early in knowing what you know today to prepare you for the predictable uncertainties of continual change.”
Edward A. San Juan, E.F. San Juan, Inc.: “Be honest always. If our vendor does not charge for something we ordered, let them know. If we overcharged a customer for something they paid, let them know. If we break, bend or lose something, do not try to hide it. Be honest and you will be rewarded with a clear conscience and the respect of those around you.
“This is the advice I would give to the next generation. As you know, we work in an industry that is small enough that everyone knows you or at least knows someone you know. A bad reputation spreads like wildfire, likewise, a reputation of honesty and integrity gets around and defines you (and your company) as one to be trusted.”
Richard Mallory, Williamson and Wolcott Building Supply: “Let’s face it; we are in an established business with steady growth and really not much downside. The shift is on for new technology, new products, and more efficient ways to run or manage a business. That’s the opportunity for new, innovative thinking from the next set of leaders. Regardless of the channel (independent, specialty, mass merchant, distributor), these skills are in demand across the industry. It’s a good time to put those skills to work!”
Phil Lail, Pan American Screw: “Looking back at my career, I guess the most important advice I could share is one of the statements my boss shared at my retirement party and that is: ‘Phil practiced the Golden Rule sales strategy,’ meaning I treated our customers the way I would want to be treated even if it meant our company was wrong and had to pay for a mistake that was made. Be open and honest about all transactions even if it hurts.
“The other thing I would offer is: Never give up. It took me almost eight years to land one of our biggest accounts that is now worth millions of dollars. Despite being told no many times, stand tall and don’t take no for an answer if you know in your heart your company has a product or service that can make a difference.”
Tom Flynn, Reclaimed Woods of the World: “Big changes are upon us. The key word today is flexibility. The ability to react quickly and efficiently to change—as change is always coming at us, sometimes more intensely than other times—is critical in staying one step ahead.”
Bill Sullivan, retired (Welco Lumber): “Lumber just got in the way of a true brotherhood industry. I can’t remember all the lumber I sold for over a half century, but I sure remember all the great people.”
