Delivering Value that Counts
Tague Lumber Inc. Stands Tall on Strong Relationships Since 1908
There is one main reason that Tague Lumber Inc. has been in business for over a century, and it centers on relationships. “Service and quality are certainly a focus for us, but building relationships is what we’re all about,” says Thomas “TJ” Vanleer, the company’s Vice President of Sales and Marketing.
Founded in 1908 by James E. Tague, the lumber and building materials distributor caters to builders, remodelers, architects, and industrial customers primarily in the Greater Philadelphia area, but also services areas as far north as New York and as far south as Maryland. Five generations of Tagues have helped build the family-owned business, with three generations still active in day-to-day operations—Vince Tague Sr. is CEO and Vince Tague Jr. serves as President, while Vince Tague III works with the sales teams at the company’s Philadelphia location.
When asked to describe the Tague leaders, without hesitation Vanleer replies, “They are passionate, dedicated people who care about the business, the industry, their employees and our customers. Vince Tague Sr. handles mostly operations while his son focuses on sales and marketing, and I think this separation of responsibilities works really well.”
He continues by remarking on the owners’ father-son dynamics. “They have a strong relationship with each other and treat their employees like extended family. Their strong father-son bond is something I’ve always admired.”
Vanleer shares that in this fast-paced industry it takes qualities like attentiveness and flexibility to deliver top-notch customer service. While much of his professional insight about sales and marketing stems from his now 25-year career at Tague Lumber, he first became acquainted with the lumber industry during his childhood.
An Unexpected Opportunity
When he wasn’t playing basketball with his friends in Southern New Jersey, a teenaged Vanleer was usually found working at Evergreen Lumber, owned by his Uncle John. Vanleer’s dad, a pipefitter by trade, also worked at the lumberyard on the side and built wood furniture. Vanleer enjoyed working directly with the customers, becoming familiar with the inventory as he wrote up orders and helped load product for transport.
After high school he moved to Pennsylvania to attend La Salle University. As an English and education major, he wasn’t expecting to get a lead on a job opportunity when he walked into his calculus class one day in 1991.
“Most of our clients will tell you it’s our combination of reliable customer service, knowledgeable sales staff, dependable delivery, in addition to our quality products that truly sets Tague apart from the rest of the industry.” TJ Vanleer, Vice President of Sales and Marketing, Tague Lumber Inc.
“At the end of class my professor, John Mooney, casually asked, ‘Hey, does anyone want to earn some extra beer money?’ After the students got over their shock, he explained, ‘My son-in-law owns a lumberyard near the university, and is looking for extra help,’” recalls Vanleer.
Looking to make some extra money, he approached his professor after class and inquired about the job. Mooney directed his student to go to Tague Lumber and said they would hire him on the spot. And that’s exactly what happened; Vanleer met with Kevin Potter Sr., the company’s Operations Manager at the time, and was hired immediately.
Little did Vanleer know that this new part-time gig working for his professor’s son-in-law, who happened to be Vince Tague Jr., would turn into a lifelong career.
Initially, Vanleer’s job responsibilities were limited to loading trucks, waiting on customers and making deliveries. Then, in 1993, he began handling counter sales (specializing in window sales), and by 2002 he had earned the title of Sales Manager, a role that enabled him to learn even more about the commercial side of the lumber business. In 2014, he was promoted to Vice President of Sales and Marketing.
Today, when reflecting on what motivates him in his current position, the husband and father of two daughters talks about the pride he feels in watching the company continually expand while effectively addressing the ever-changing needs of the construction industry.
“When I first started here in 1991 we only had one location, around 35 employees and three sales teams. Now we have seven locations, over 230 employees and 20 sales teams,” says Vanleer. “I also like the competitive nature of this business, and respect how the Tagues direct our expansion efforts. This has been a fun journey for me—watching our company grow—and being part of that is a great feeling.”
One of the reasons customers choose Tague Lumber is because of its quality products and high standards for customer service practices, adds Vanleer. “We’re not always going to be the cheapest but we consistently strive to remain competitive in the marketplace. We do a great job with service and work hard to bond with our customers. Most of our clients will tell you it’s our combination of reliable customer service, knowledgeable sales staff, dependable delivery, in addition to our quality products, that truly sets Tague apart from the rest of the industry.”
Building Relationships and Growing Marketshare
As with any other company, sales is ultimately what drives this business. To boost profitability, Vanleer’s sales teams focus on formulating relationships with new customers—and also developing greater rapport with existing ones.
“One way to grow sales is to strengthen relationships with the decision makers and owners. But you have to be focused on new business, too, because this is a constantly changing industry. You may have a customer that’s an active account one day, and the next day they’re closing their doors. The challenge is to continually cultivate new business opportunities and still provide quality service to your existing customers. Our dedicated staff strikes a great balance in that area.”
One thing the company does to land new clients is action selling. “We regularly practice critical selling skills with our team—particularly new sales people—so that we can maximize customer engagement and improve sales productivity. For instance, asking open-ended questions is a big part of action selling, and helps us connect with our buyers on a personal level. And, open-ended questions don’t have to be complex. It’s often the most basic questions that demonstrate care and consideration of the needs and desires of others,” explains Vanleer.
The Action Selling website, operated by The Sales Board, reports that 95 percent of salespeople talk too much and listen too little, mistakenly thinking that the classic “data dump” sales presentation will clinch the deal. Findings also show that four out of five salespersons fail to follow a selling process that matches the decision-making processes of the buyer, which can be counterproductive since buyers often have pre-formed ideas on what to buy.
An Iconic Company Legacy
From the beginning, the Tague family has focused not just on building strong relationships, but also on finding efficient ways to deliver products and expand the company’s offerings. When the company first started, orders were picked up and delivered by a friend and his horse-drawn cart. Now, innovative racking systems at Tague Lumber’s drive-through warehouses make order filling and loading much simpler and faster. This modern alternative enables the company to efficiently meet the needs of customers, contractors and vendors on a consistent basis.
Today, Tague Lumber operates its own custom mill and pre-hung door shop, plus five lumberyards, one commercial door, frame and hardware company, and a 10,000-sq-ft showroom location dedicated to specifying and selling high-quality windows, doors, cabinetry and millwork.
A fleet of over 50 distinctive “Tague red” delivery trucks, Moffetts and trailers facilitate quick deliveries to sites across the state and beyond. The iconic trucks often make appearances at local charity events, parades and fundraisers, symbolically representing Tague Lumber’s commitment to the community. The company also donates or discounts building supplies for local Eagle Scouts clubs and others, participates in causes such as Race for Hope, the Wounded Warriors Program, the annual Travis Manion 9/11 Heroes Run, Toys for Tots, Big Brothers/Big Sisters, and bands together to raise money for other charities.
Tague Lumber even sponsors educational events for new employees, contractors, and customers, including Contractor Breakfasts, Contractor Nights, product training with vendors, and sales kick-off meetings, where individual employees and sales teams are recognized for outstanding achievements and service to the company.
Vanleer concludes: “At Tague Lumber, our employees are our greatest assets. I believe that this perspective is what sets us apart from other companies, and will remain a defining part of our company’s culture in the years ahead.”