When it’s time to buy new tools, most of you have done your research. At least, that’s what the studies show. You’re considering what you intend to buy, and analyzing how current products may fit your needs.
Less formal studies indicate that many tool purchases are impulse buys. You get on the tool truck, see and touch the new stuff, and bingo! It’s yours.
Personally, I think that at least 95 percent of tool buys are researched, whether actively or subliminally. Why do I think that?
Because you don’t just shut down when you turn out the lights on the repair bay at night. You take continuing education courses to stay current on upcoming technologies, improved procedures and new tools. You attend conferences and technical seminars. You read magazines like PTEN. Tools and equipment are in your head day and night.
In the process of reading PTEN, whether actively reading every new product listing and advertisement or just leafing through, you are learning more, on every page, about tools.
That’s why what happens on the tool truck (“How did I end up buying that drill?”) isn’t really an impulse buy. It’s actually the culmination of research that you’ve been doing, even if you didn’t know you were doing it.
We’ve stuffed this issue with more than 20 pages of tool manufacturer listings, so the information will be there for you when you need it. Sooner or later, planned or unplanned, it will turn out to be research in the end.
PTEN Publisher Larry Greenberger thanks you for reading, and shares some survey results with you.
What do your customers want? This should be a constant concern/worry/mantra repeating at the back of your head throughout the day.