When approaching new customers, Clint Maxwell, an independent distributor out of Texas, makes a point not to badmouth the competition. He tells them the established players carry good quality products. This carries no downside for Maxwell; by comparing himself to the competition, he places himself in good company, thereby enhancing his own credibility.
Maxwell even tells customers that they should shop different trucks to see who carries what tools.
He sometimes fixes tools that he did not sell. "When you do that for a customer, game over," he says. "If there's something I can fix for them, it makes me look better."
When he gets a new stop, Maxwell encourages the techs to learn about his tools and ask questions. If he doesn't know something, he goes to the supplier's website. He believes an educated customer is a better customer.
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