Projecting a successful image

San Diego-area dealer uses customer knowledge to stay on top during a sliding economy.


San Diego-area dealer uses customer knowledge to stay on top during a sliding economy. It’s no secret that the economy is down. Even former Federal Reserve Chairman Alan Greenspan said this is “the type of wrenching financial crisis that comes along only once in a century.” In the east county area of San Diego, Matco Tools distributor Rick Turrietta knows that many of his...


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“What I like to do with all new guys, is make sure they know how the tool business works, and how they can set up two different types of accounts, corporate account and truck account. Once we’ve established that, I like to find out who they’ve dealt with in the past. If they’re totally new to the business, it becomes a complete crap shoot. I’ll talk to the other guys in the shop, the service manager, the owner: ‘How’s this guy working out for you?’ ‘How does he look?’ ‘Is he going to be around?’ ”

“And they’ll tell you, you’ll get all the information you need from them,” Rick said.

It’s always important to talk to the shop owners about the new guys. And keeping a regular dialogue going with the shop owners is never a bad idea.

“If the owner’s around, I definitely like to at least say ‘Hi,’ see if they have any needs,” Rick said. “Owners write the biggest checks, typically, and very seldom do their accounts go bad. They don’t pick up and leave and you never hear from them again.”

It’s really essential to talk to everyone at the shop, said Rick. That’s how you strengthen customer ties, and stay abreast of what’s going on. And maybe get a big equipment score from the owner.

And if you want to recession-proof your sales business, trying out some of Rick’s tips wouldn’t hurt.

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