GOING WITH THE GRAIN TO UPSELL
S
tocking the right combination of products to enable customers to achieve specific woodcare tasks is a great way for builders’ merchants to make money cross-selling products. That’s according to Dominic McInerney, marketing manager at
woodcare specialists Liberon.
“Take the process of traditional French Polish,” he says. “This involves several different products, and by positioning them together stockists can create an eye-catching display, which provides solutions and the perfect ‘one stop shop’. By familiarising themselves with the process and the products recommended, stockists can use this woodcare task to generate a good profit opportunity.”
French polishes are made up from flake shellac dissolved in methylated spirit. The type of shellac used can vary in colour from a light clear colour to a dark brown colour:
• Special Pale French Polish is a de-waxed shellac and is suitable for use on both light and dark woods. It will enhance the natural colours of the timber.
• Button Polish is light brown and is ideal for use on light woods such as elm and light mahogany.
• Garnet Polish is deep brown and is mainly for use on darker timbers such as walnut and dark mahogany.
• White Polish has a milky appearance and can be used on light timbers such as ash and natural light oak.
• Black Polish is a jet black polish and is used in the ebonising process. “To achieve the best results it is necessary to remove any slight imperfections, which may not be noticeable under a varnish or wax finish, McInerney continues. “Once stripped, the surface will need to be rubbed down with fine abrasive paper to obtain a smooth finish. French polish is applied using a French polishing rubber.
The first few coats will act as a seal ready for further coats and are known as fading up. Further applications are made in a circular and figure of eight motion. Take care not to apply too much oil as this will leave a smearing effect on the surface and will have to be removed at the end.
After every 4 or 5 applications the work should be left to harden for a couple of hours before applying further coats. Lghtly rubbing the surface down between coats with 320 grit abrasive paper or Ultra Fine Steel Wool (0000) to remove any blemishes is recommended. Once a sufficient layer has been achieved on the surface, spiriting off can commence to produce the final high gloss finish. A new rubber must be charged with French polish that has been thinned down with methylated spirit. To achieve a soft level of sheen rather than a high gloss mirror finish allow the polished surface to harden for a few days then cut back the polish using Liberon Ultra Fine Steel Wool (0000) to remove any imperfections. Finally finish with a coat of Liberon Black Bison Fine Paste Wax. “Once mastered, this project approach is ideal for stockists’ customer training days too” McInerney says. BMJ
www.buildersmerchantsjournal.net March 2019 29
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