Rankin also emphasizes the importance of feedback in evaluating and establishing programs. Customer response–rewarded, of course, with drawings and Ward logo–laden promos–is solicited after events and through traditional comment cards in the stores. Vendors–whose co-op and sponsorship support is vital to many of the marketing programs–also provide input after events. Suggestions are always taken seriously and often are implemented.
Family Front
But even with all of the events, giveaways, and perks, what matters most to customers is the service behind the marketing, and for Ward a customer-focused image means backing it up on the front lines. The dealer emphasizes employee empowerment and yearly staff training that keep everyone involved and geared up to provide stellar service, carry out the culture portrayed in the marketing campaigns, and forge lasting partnerships with pros. “My sales rep is the person who’s most important to me at the company,” says Bill Barnes, owner of Jay-based Northeast Log Home Builders and a Ward customer for five years. “He’s one of the main reasons that I don’t go looking, because he takes care of me.”
Though Ward Lumber’s four generations of ownership is a key trait for advancing the brand, just as important is maintaining and developing its employee family, some of whom themselves are second- or third-generation members. “We have people here [who have] their grandfather, their father, and their grandkids working here,” says contractor sales manager and 30-year company veteran Rolland Tromblee, whose son also works at Ward. “… It’s a good place to work. They feel strongly for their employees.”
“It’s a family business,” agrees Rushia. “We like to keep our people and think of our people as part of the family.”
Training is an important strand in these family ties: Every year in late winter, all employees take part in Legendary Customer Care, a 12-part educational program that includes sessions such as “Communication Skills,” “Diversity–Appreciating Uniqueness,” “The Power of Thank You,” and “The Art–Not Science–of Empowerment.” Some sessions are taught by outside experts, but each year a few are led by veteran staff members. “They’re certainly experts on the program because they’ve been putting it into practice for years,” Rankin says.
The staff is encouraged to get involved in other ways, as well. The Ward Rewards program, for example, encourages employees to fill out a “Wild Card” with an idea for the company–from safety to increasing sales. Contributions earn a T-shirt, while ideas that are implemented may lead to monetary rewards and company-wide recognition. Rankin says the program has increased idea generation from few and far between to about 15 to 20 new suggestions each month. Perhaps this is in part because of the rewards, but more likely it’s because employees know their voices will be heard. “Employees from day one are encouraged to think creatively, to do whatever it takes to get the job done for the customer,” says Rankin. “You really have the opportunity at Ward Lumber to bring your ideas to the table and have them listened to and implemented if [they’re] good.”
“It’s a great place to work,” says Rushia. “It’s a place where I think everybody feels like they’re part of a family. And there’s nothing that can’t be accomplished by this team of people that work for Ward Lumber because people make the difference. Without our people, we’re nothing but four walls.”
Indeed, no matter how extensive on-the-ground marketing efforts become, it’s the relationship-building behind the scenes that’s helping to get the job done at Ward, as employees continue to create and nurture the trusting partnerships that are reflected not only in its ads and programs, but in the company’s reputation within the small towns it serves. Whether they’re strolling through the woods on a television commercial, donating to a local ball team, or treating hard-working crews to a cookout, Ward Lumber and its image are out in force building on a firm foundation in these close-knit communities.
Vital Statistics
- Company: Ward Lumber
- Year founded: 1890
- Headquarters: Jay, N.Y.
- Number of locations: 3
- Number of employees: 155
- 2004 gross sales: $23.5 million
- Pro sales percentage: 70 percent
