Showing up: rubbing shoulders with the boxes, 84 lumber helped keep the pro dealer torch burning at the 2003 International Builders' Show

Prosales, April, 2003 by Chris Wood

When it comes to the NAHB's annual International Builders' Show, you'll most likely find pro dealers and distributors strolling the aisles or hitting the back rooms at vendor booths rather than manning company booths of their own. With mostly regional businesses, pro yards typically don't consider the Builders' Show as a marketing or sales opportunity, leaving it instead to national, retail-heavy warehouse stores like The Home Depot and Lowe's to roll out the NASCARs, celebrity guests, and T-shirts.

There are some exceptions. Bucking this trend for r more than a decade, 84 Lumber once again took to the pro dealer stage at the January 2003 show in Las Vegas, and 84 COO Bill Myrick took a break from the action to share his perspectives on selling booth-side.

ProSales: How long has 84 Lumber been attending NAHB's International Builders' Show, and how long has the company been an exhibitor?

Myrick: We've been going for 11 years, and we've been exhibiting all that time.

ProSales: What was the primary motivation for 84 Lumber to have an exhibit booth at the show, and have the reasons changed from year to year?

Myrick: Back in 1992, we were shifting from a retail focus to a pro focus, so when we first went, builders would say, "Oh, you guys do business with builders?" And we would answer, "We do now." Obviously that has evolved over the years. But we are always attempting to answer the question: What do we do that is different? At the 2002 show, for example, we began leading with our builder financing program, and it was probably the best show we have ever had in terms of being able to measure the results from a sales standpoint afterward.

ProSales: What are some of the strategies 84 uses to increase booth traffic, and is there a certain energy the company tries to maintain throughout the show?

Myrick: The biggest asset we have is the energy of our staff at the show Yeah, we are always going to give something away, but realistically that is not what draws people to your booth. The draw is the energy of the people. If we look like we are having fun, people are going to want to come over and find out what we are doing and what we are all about.

ProSales: About how many 84 Lumber employees attend the show, and what roles do they fill for the company?

Myrick: We sent 50 people to the 2003 show. Since we [continued to focus the lead on] the lending program [this year], we had 15 people who specialize in that. Then we have field people that cover all of our market areas throughout the country, including regional sales managers down to single-unit managers.

ProSales: At the perfect Builders' Show, what does 84 hope to bring back to the home office? Contacts? Orders?

Myrick: More than anything, we are looking for leads to follow up on after the shout We make sure our contact people are on-site, as well If you have the people who are responsible for eventual follow-up at the show your success rates are much better.

Judging from the activity at the 84 booth this year, success rates should be pretty high for the company. Did they give something away? You bet--a drawing for $10,000 worth of building materials got the builders streaming in, and plenty of 84 Lumber badge holder giveaways got the brand going out about as fast as a NASCAR.