CD

MILWAUKEE, WI — We live in heady times. People everywhere are partying like it's 1999. Wealth abounds, breeding what it
always does, the hunger for more wealth. Acquisitions and
consolidations are news on the half-hour, particularly in the

increasingly intertwined construction sales and rental markets.

The big four rental teams are squaring off in a battle to become the big two, and as you read this, the draft continues as they sign independent rental and distribution houses to their rosters.

Signing bonuses are huge for some, but others, especially those who are determined to remain independent, are beginning to feel the squeeze. This story is about one free agent that's

squeezing back — hard.

As sales and rental giants swallow up market leaders, those

who remain are focusing more than ever on increasing sales, brand-building, and employee retention.

Lincoln Contractors Supply, Inc. (LCS) of Milwaukee excels
at all three. Its industry affiliations include STAFDA and the
Evergreen Marketing Group.Dale Guenther, Lincoln's vice
president, was 1997-1998 STAFDA president and continues

to champion independent distributors. Norm Knief, LCS' president, and Dale avidly pioneer new marketing and training programs to build LCS' market presence and bottom line.

Norm concentrates on the financial aspects of the business, and Dale focuses on sales, purchasing, advertising and marketing. Both owners regularly work the sales counter, too, to maintain customer contact and keep their fingers on the pulse of the business and customer needs.

Over the years LCS developed a specialty in concrete and masonry products that it continues to pursue today.

"Our core business is anything that relates to moving, cutting, coring, screeding or drilling concrete," Dale says. "We also do a lot with carpentry, landscaping, asphalt paving and masonry contractors.

"And along with that goes all the related power tools and supplies like diamond blades, rotary hammers, and carbide bits."

Breadth of line is one of Lincoln's key strengths. "We try to serve every trade in the construction industry," Norm adds. "One of our ad slogans is 'Stop thinkin', go to Lincoln.' We promote the idea that we have tools and supplies for every industry and we do. Excavators come here, roofers, drywallers — just about every trade is represented. But our focus is concrete and masonry."

To market, to market

Lincoln serves its 21,000-customers with sales and marketing tools including 48-page bimonthly flyers, open houses, radio ads and social outings, all of which work to build Lincoln's brand image and solidify customer relationships.

But even traditional methods can take nontraditional turns.

"Instead of taking key customers to a Packer game in Green Bay, we'll try to take them to one in Tampa or Dallas," Dale says. "So instead of spending a few hours with them over a round of golf, we get a few days creating a relationship and a trust that is invaluable. We're building relationships because you buy from people you know — you buy from people you trust."

Lincoln's radio spots air on metro market stations that attract heavy adult male demographics, on the shows that are likely to be playing on jobsite radios across the state.

The firm's bimonthly catalogs, created in-house, feature new product announcements, promotional campaigns and categorized sales events keyed to Wisconsin's construction seasons.

Every morning, customers enjoy free coffee and cookies at the counter, and pretzels every afternoon. Right inside the showroom door, a vending machine dispenses soda for 25 cents a can. "We lose a dime on every can of soda we sell," Dale says and smiles. And during Wisconsin's brief but blazing hot spells, contractors can fill their coolers with free ice and Gatorade.

LCS also makes its market with private labeling. Products from caution tape to abrasive discs and leather tool belts carry the Lincoln logo.

The company prominently marks all of its rental products. And many of its power tools, from impact hammers to plate compactors and power screeds, also wear long-lasting LCS decals.

Service, selection, satisfaction

Lincoln hammers the basics: "We have the outside sales people, delivery and a huge product mix," Dale adds. "And that's why we're so successful on projects like Miller Park (the Milwaukee Brewer's recently traumatized new stadium — Ed.). Because we have the majority of things those guys need, we're there, and we service like crazy."

Lincoln also trains like crazy. One of its recent sales training events was profiled in CD's April/May 1999 issue. LCS' periodic open houses bring in 40 or more manufacturers to demonstrate and train customers. LCS staffers also offer occasional safety, maintenance and repair seminars for interested customers.