Give your small-ticket sales a kick

Selling add-on personal gear items like work boots adds to a tool distributor's bottom line.


There are two ways to win your customer’s pocketbook,” said a British salesman I know. “One is to ask for his wallet. The other is to ask for a few dollars at a time. I’ll take the second every time. There’s a lot less resistance.” I think it sounds a lot funnier with his British...


Welcome! This content is housed in a special section of our website designed for mobile tool distributors selling tools and equipment into the automotive aftermarket.


Articles written for mobile distributors are now only accessible with a unique login, to ensure this information stays exclusive to the mobile distributor community and isn't available to the public.


By registering to access this special section, you get full access to all of the content in VehicleServicePros.com magazine, along with exclusive online content that gives you an inside scoop on hot new products, exclusive stories, sales tips, technical information and more!


You will also need to be a qualified subscriber of VehicleServicePros.com to gain access. Subscribe to VehicleServicePros.com now or have your subscription ID ready.


It only takes a few minutes to register and verify your credentials. Register only once and simply use your login information when you return.


Login now to access exclusive content and learn more about how to make your mobile tool distribution business more efficient and profitable!



Required
Required
Required
Required
Required
Required
Required
Required
Required

Cothren doesn’t carry an extensive inventory like Flynn. But he points out another benefit of selling work boots. Eventually, they wear out. And once a customer has bought boots from you, they’re likely to keep buying boots from you.

“I’ve got some guys who order a new pair every six months,” said Cothren. “These are good boots, so you don’t need to. But some guys just like the feel of a new shoe.”

Along with a reoccurring revenue stream, there are also “add-on sales.”

“When a guy buys a pair of shoes from me, I give him a pair of NRA socks,” said Flynn. But there’s a purpose to his generosity.

“They always come back for more socks,” he said.

Everyone I talked to said sizing was rarely a problem since most adults know their shoe size. Although today’s work boot features a myriad of technological advances in construction, linings, insulation, and even the laces, it’s not a technical sell. Just by holding a work boot in his hand, the average customer can feel the quality of the construction. That’s usually enough to sell him.

Want to tap untapped sales — try being more aggressive with your personal gear items. They can offer a good margin and repeat business. There are still many techs that don’t buy their boots from their mobile dealer — yet.

Phil Sasso is president of Sasso Marketing Inc. (www.sassomarketing.com), a technical marketing agency specializing in tools and equipment. Subscribe to his free marketing tip at philsasso.com/blog

We Recommend