Issue link: https://read.dmtmag.com/i/66838
36 • JUNE 2012 • WORLD FENCE NEWS Dura Hedge Maintenance-Free Privacy Hedge • CREATES A BEAUTIFUL HEDGE-LIKE APPEARANCE ON ANY CHAIN LINK FENCE • OFFERS THE MOST PRIVACY OF ALL LATTICE PRODUCTS ON THE MARKET TODAY • INSTALLS ON MOST MESH SIZES • NO TOOLS OR LOCKING PIECES REQUIRED Call today for product specifications and pricing information! Dealerships available! Artificial Landscaping Concepts Artificial Landscaping Concepts 840 Broadway • Newburgh, NY 12550 (800) 962-1010 • Fax (845) 561-2958 www.artlandco.com ™ Projecting a good company image continued from previous page two of the following elements that would best describe what you are looking for in a fence product, which two would they be? (Remember you can only choose two; no company can deliver all three and still stay in busi- ness, that is impossible.) • Highest possible quality of all fencing materials. • Best possible customer service before and after the sale. • Lowest possible price. Image is important, and how you present yourself and your company can be so critical in leveraging a prof- itable sales experience. Obtaining the customer confi- dence and trust directly impacts Speaking from experience Fence veteran voices opinions on the state of the industry BY TOM LUBY, PROFIT BUILDERS INTERNATIONAL Over the past several years I have interviewed a number of industry "pi- oneers" and asked them some serious questions about the fence business. Their responses have been quite inter- esting, and even contradictory in views at times. Our industry has witnessed some very interesting, colorful and sometimes curious characters over the past several decades, and here is an in- terview with one of my good friends and the owner/operator of USA Fence Company with headquarters in Bradenton, Florida, Loyd (Butch) Glasgow. Butch has been involved in the fencing industry for more than 40 years and has been an active commu- nity leader on the West Coast of Florida for even longer. Like me, I am sure many of you out there know Butch, and I must say this interview was a real thrill for me. Here is my interview with a very opinionated and colorful fence indus- try leader! Tom Luby: Butch, in your opin- ion, has the relationship between con- tractor and supplier changed over the years, and if so, how? Butch Glasgow: When I first started in the fencing business I was loyal to my suppliers and they were loyal to me. Over the years all that has changed. It was not an overnight switch – I cannot give you a date or a time – but gradually many of the sup- pliers began selling to almost anyone. Maybe because it is relatively easy to get into the fencing business, the barriers for entry are quite low. You do not need a college degree, a lot of equipment or a prime location. All it takes is a little courage, hard work and determination, so maybe that is why there is so much competition now and why some suppliers don't ask ques- tions; they sell to anyone who asks them. I therefore do not feel that return loyalty is justified, and I shop price more than anything else. It was not my idea but it is what it is. TL: How have consumer prefer- ences changed? BG: Customers feel like they are much more knowledgeable, that is for sure. Keep in mind I said they feel like they are much more knowledgeable, not necessarily that they are more knowledgeable. I blame the internet and computers for that. Everyone is on the internet, checking this and check- ing that. I think that gives a false sense of intelligence or knowledge about various things, including fencing. The customer has learned just enough about fencing to make them dangerous, but not experts, if you know what I mean. TL: In your opinion, what are some of the biggest challenges you faced during the course of your busi- ness' history? BG: We would like to see more Butch Glasgow residential work. In my opinion, in our area of Florida, the requirements for bidding commercial jobs is not strin- gent enough. Let me give you an ex- ample. Recently we got a bid approval continued on page 68 whether or not you can produce a prof- itable sale, and being fully prepared for the entire sales experience is part of being the best fence company in your area. Tom Luby, through his organiza- tion Profit Builders International (PBI), has developed the Roadmap to Success program, which offers valu- able business information necessary to successfully operate a fencing com- pany. He has conducted business sem- inars on the FENCETECH convention educational programs. Tom's entire "Roadmap to Success" program is available on CD, along with "The Close" and "The Roadmap to Suc- cess" user manual. (See details below.) Contact Profit Builders Inter- national by phone at 386-517-4466, by e-mail at tluby@profitbuilder.org or by visiting www.profitbuilder.org.