This rant was written by FTMA’s Kersten Gentle.
Sales representatives hold a unique and powerful position within the timber industry.
Armed with knowledge, relationships, and the ability to sway public perception, they are crucial to promoting the undeniable benefits of using timber.
Yet, too often, this influence is undermined by short-sighted tactics. Instead of championing the sustainability and versatility of timber, some representatives resort to demeaning their competitors, spreading rumours, and casting doubt on their rivals’ products. This approach may yield a fleeting advantage but ultimately chips away at the credibility of the entire sector.
When sales representatives spread unfounded claims, they are not protecting their company’s interests—they are damaging the industry that supports them.
Manufacturers frequently call me to share the latest “scandals” or “so called truths” about a competitor’s practices, perhaps unaware that such rumours, often baseless, do more harm than good. Every whispered accusation weakens public trust in timber as a whole, creating fertile ground for competing industries to step in with their well-crafted marketing narratives.
Make no mistake, non-compliant or subpar timber products should absolutely be addressed, but the solution is not to spread complaints or accusations to customers. Instead, such issues should be reported directly to key industry associations, ensuring that non-conforming timber is identified and removed from use. The real concern doesn’t lie with obviously questionable products—those are easy to expose and reject. The problem arises when reputable timber companies undermine one another by casting doubt on the legitimacy of their competitors.
As an industry, we must stand united in combating non-conforming products while fostering trust and collaboration among quality suppliers.
This internal squabbling is stalling progress. Instead of aligning against shared challenges—like promoting certified timber products or educating consumers about timber’s unmatched sustainability—resources are squandered in inter-company battles. The consequences are severe. Consumers, confused by the noise, may turn to alternatives they perceive as less contentious. Regulators, taking note of the dysfunction, tighten oversight, raising costs for everyone. Investors, seeing instability, become reluctant to fund innovation. Every timber company suffers.
It doesn’t have to be this way. The solution lies in sales teams shifting their focus away from tearing one another down and instead promoting the collective benefits of timber. Certified timber products boast exceptional environmental credentials—they are renewable, sustainable, and store carbon, making them a natural solution for a world grappling with climate change. Sales representatives should be educating customers about these advantages, not perpetuating divisive narratives that hand an edge to competing materials.
Unity is not just a lofty ideal; it’s a necessity. By working together, the timber industry can counteract its real competition. Steel and concrete producers are eager to capitalise on our infighting, amplifying their outrageous claims of fire resistance, recyclability, and long-term durability. Collectively, we must advocate for timber as the first and best choice, a material that aligns with sustainability goals while delivering unmatched aesthetic and practical value.
Australia’s growing demand for structural timber exceeds our domestic supply capabilities, making quality timber imports an essential part of the industry’s ecosystem. By choosing timber suppliers who are members or partners of the FTMA, manufacturers can have confidence in the integrity and quality of the timber they purchase. FTMA’s commitment to certified timber ensures that imported products, like our Australian grown timber meet rigorous standards, providing a reliable and sustainable solution to bridge the gap between supply and demand, while maintaining industry trust and reputation.
Stop the rumours. Focus on your product. Champion certified timber.
Sales representatives must become ambassadors for the industry, not just their brand. By promoting timber’s shared benefits, rather than engaging in infighting, we can overcome the challenges ahead and ensure that timber remains the material of choice for generations to come.
Kersten Gentle
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