One of the most important ways a construction distributor can grow his business is through his front counter/showroom area. Yet many construction distributors haven't taken the time to really examine their front counter operations to drive impulse sales—nor do many front counter salespeople have the proper training.

Our cover story this month, Fasteners, Inc./Southwest Supply, is certainly an exception. "Our front counter is always jammed with customers," says Kirk Rainbolt, vice president of operations for the construction distributor.

Fasteners, Inc.'s three locations, in Las Vegas, San Diego and Santa Clara, Calif., are examples of how you can make your front counter/showroom area pay off big for you. In May, Fasteners, Inc. opened a 60,000-square-foot location in Las Vegas featuring a large display of products "that customers can touch, feel and play with," Rainbolt says.

"We've also doubled the amount of consumable items that the customers can pick up on impulse," Rainbolt says. "When customers come in to pick up orders or go to will-call, most spend the first 15 minutes shopping for those other items. "

One customer who recently visited the Las Vegas location paid Fasteners, Inc. a top compliment: "The people who work at Fasteners run from one end of the place to the other. You'd never find that in a Home Depot."

One construction distributor we visited a few years ago had re-designed his front counter/showroom area and the results were seen almost immediately. He took some merchandising tips from a retail chain and point-of-sales display ideas from some other retailers and saw sales climb. He also pasted a memo to the cash register, reminding front counter salespeople to sell-up. For example, if the product sold was a drill, the salesperson would have a list of accessories such as bits, extension cords, etc., that he could suggest to the customer. It sounds simple, but it works.

If you're a member of the Specialty Tools and Fasteners Distributors Assn., you're fortunate to have access to an excellent workbook titled Counter Pro, a handbook designed to help your front counter add dollars to your bottom line. It includes a review of the many tasks a front counter pro faces. There is a short quiz or exercise after each chapter.

Each member of STAFDA received one free copy of the publication. Members can purchase additional copies by calling (800) 352-2981.

jkeough@reedbusiness.com