When a jobber has no feedback, Marconi said "you end up forgetting about the tool and consequently, he's not going to make the sale because there's nothing to keep the momentum of your excitement."
A TOOL IN THE HAND IS WORTH … A SALE OFF THE TRUCK
best way to keep them thinking about that new tool? Supply them with a little background
knowledge, rather than simply handing out a flier.
And a little show-and-tell is even better.
"For the people who don't get the magazine, and for those people out in the trenches, if they can actually put their hands on the tool and see the benefit of it, they're going to buy it," said Cook. C
ook appreciates that his distributor is able to help him out with not only the sale and service, but research.
"When he gets [new tools] he's always real sure to tell us about them rather than just handing us a flyer," said Cook. "Especially with specialty tools. Most of the dealers are real good about saying, 'I've got this tool and it's for this car,' and they'll ask 'Have you come across this yet? Have you needed this yet?' So they push them, because they know we need them."
Though it may seem a rather small and infrequent sale, most shop owners and techs won't think twice when confronted with a tool that will help with that one, vital repair.
Buying specialty tools is "like when [a newer model] computer comes out and it's a lot of money," said Cook. "Other guys will ask, 'Why did you buy that? It's going to come down in cost.' I say, 'Because it makes me money now.'
"That's the way I try to look at it. If I can keep on the front end of an industry that keeps changing, I'm one step ahead."