Depending on where he is located, I think a better bet would be targeting woodworking and turning clubs, other suppliers such as a local Woodcraft or Rockler, and specific targeted mailings to local furniture makers.
From there, branching into internet sales may work, but there are certain problems--unless it is incredibly cheap, freight will kill a lot of potential sales. Also, unless it is in some way spectacular [as in figure] what is the compelling reason say for me to purchase?
I may live in a decent location, I don't know. But there is a lot of both "plain" and spectacular wood available within an hour's drive from my house from many vendors. Even with that proximity to good wood, I have bought the odd highly figured wood via the internet. But in general, I wouldn't buy non-figured wood that way. Exceptions would be simply rare woods to obtain in nice size pieces, such as African Blackwood and the like.
Others may well have better advice.
Take care, Mike
Wenzloff & Sons Sawmakers