The Benefits Of An Educated Customer

Educated consumers and the mobile tool dealer.


It's as inevitable as the sun rising in the east and setting in the west. And next to the Cubs failing to win a World Series, it's the surest bet I know. At least once every day, you will get questions or objections relating to price.

I know, we've traveled this path before, but this time is different. This time I'm going to take you down a different road. A road that leads to a customer who has been educated by his mobile tool distributor, and truly understands what that tool truck provides him and his shop every week.

If you're not already browsing the posts on iATN (International Automotive Technicians Network, www.iatn.com) here's a good reason to do so. The following quote comes from Carl Grotti, a technician in Troy, MO. The topic of debate was the use of Craftsman products.

"A professional using an inferior tool to try and get the job done takes risks. These risks can indeed slow down production. When the tool breaks or doesn't perform to its intended design, time is lost. Not only for the business, but for the individual that needs to take the broken tool back for replacement. Last I checked, Sears wasn't stopping by my shop to see if there was anything I needed. I cannot afford to loose production by using inferior tools."

This statement was potentially seen by over 50,000 technicians from coast to coast and around the world. There may be no better endorsement of what the mobile tool dealer means to his shop, and his earning potential. In this instance the comments of an educated customer benefited the entire mobile distribution marketplace, as well as those who manufacture and supply the products you carry.

The root of price objections can vary from economic difficulties to frequency of use, or the customer just being flat out cheap. Regardless, one of the best ways to combat and prevent these types of questions from arising stems from educating the customer on what you bring to the table, which is value, dependability and customer service, along with premium products that make them more profitable. Maybe they need to occasionally be reminded of the potential risk they take in not buying from you.

And once they understand, you never know who they might tell.

Jeff Reinke - Editor
(920) 568-8363
Fax: (920) 563-1699
jeff.reinke@cygnuspub.com
1233 Janesville Ave.
Fort Atkinson, WI 53538

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