Cornwell dealer Ken Jaros didn’t know he’d end up running a mobile tool business. A dealer since 2006, Jaros has successfully become a top mobile tool dealer. He learned about the tool selling business from his father, who is now the district manager for Cornwell in the Chicago area.
Jaros has a degree in Psychology and worked at a veterinary clinic before becoming a dealer. When he was younger, Jaros’ family lived across the street from a vet clinic, and one day Jaros walked in and asked for a job. He worked there for seven years, until he took the opportunity presented by his father.
Married with two children, Jaros’ family rarely helps out with the business. He runs his route Monday through Friday, about 50 hours per week. He sees approximately 400 customers in a northeastern Illinois area that covers Palatine and the northern suburbs of Chicago, all the way to the Wisconsin border.
He has minimal windshield time each week, so he can focus on seeing his customers. Some stops are so close to one another that it doesn’t require him to move the truck.
“I like that a lot, because you park at one spot, and you can see four or five shops without driving around,” says Jaros.
Exceptional customer focus
Jaros understands that in order for his business to succeed, he needs to stand out above the rest. He sees himself on the same level with his customers, and Jaros’ main motivation for operating his business is to ensure that he’s delivering the proper service to them.
Because of this mentality, he isn’t afraid to approach every person he sees in a shop.
“You’ve got guys that run accounts with you, or you’ve got the guys that just pay cash. But you’re talking to every guy at the shop,” says Jaros.
“I don’t care if he’s pushing a broom around. I’ll still say ’What’s up?’ He may push the broom here, but when he goes home, he may have his own shop at home,” he says. “So, you never know who you are talking to.”
This means showing up at his customers’ shops at the same time and same day, every week. It also means remembering conversations and tools discussed in passing conversation.
Jaros has a jovial and easy-going approach, but remains efficient when walking through a shop, so that he doesn’t prevent or postpone his customers from getting their work done.
Jaros has a knack for going into each shop and collecting payments from a number of customers – sometimes up to 10 – then heading back out to the truck to process payments and print receipts for all of them.
He’ll remember to look for certain requested products he might have on his truck, and he acknowledges products his customers may want ordered.
He also makes sure to bring out a receipt for every transaction he conducts on the truck.
“I just try to put all I do into my customers, which I’m sure they appreciate,” says Jaros. “That’s kind of why I’ve befriended most of them, because they don’t look at me as the guy coming through the door trying to rob them.”
Selling a service
Jaros makes sure to continually update his inventory so he has new tools stocked on his truck.
“When something cool is coming out and I know the guys are going to need it, I buy it.” Jaros says it’s important to stay up-to-date on the tools, and to get them on his truck as soon as they are available. “Everyone wants to know what’s new and nice. That’s the key to success.”
Many of Jaros’ customers come out to his truck after he enters the shop. Other times, he has to focus on bringing tools into the shop to show off new items.
“(Some) people don’t come out, so I’ve got to carry in tools and deals of the day. I’ll tote and promote in some places.”
Jaros stays alert around his customers, to listen for cues on items they may be looking for. He says that even if a customer mentions a product in passing or in casual conversation – even if it’s a small or seemingly insignificant tool – Jaros will order it for him.
“It’s important for you to get that tool for them,” says Jaros. “Have respect for them.”
This goes back to remembering all conversations he has with everyone he sees in the shop or on the truck. The service exemplifies Jaros’ willingness to provide for his customers, and it’s reciprocated by creating a dedicated, loyal customer.
He’s also quick to honor warranty. If a tool breaks for any reason at all, Jaros will replace it for a customer, without question.
Jaros understands that he’ll always compete on price with the Internet and glass-front stores, but he makes sure to remind his customers why they may pay a bit extra for the products he sells.
“These guys like buying off a tool truck because they can pay me in payments,” says Jaros.
When customers talk with Jaros about contemplating an Internet purchase, he recognizes that the product may be a little less expensive when purchased online; but, he tells them, “Go ahead. No big deal. But when it breaks, who will you call?”
Jaros also offers a drop-ship service for customers that are in need of a tool more quickly. He will charge a nominal fee to customers who would like to have items directly shipped to their shop, so they arrive before Jaros returns the next week.
Jaros primarily sells to independent repair shops, along with some marina and boat repair shops, body shops, industrial facilities, a few gun shops and a custom furniture shop. He also stops at a few customers’ residential homes.
He only stops at a handful of dealerships, because he finds they aren’t as beneficial to his business. “I’ve never really found that dealerships are that lucrative. But I guess that varies (from dealer to dealer),” says Jaros.
“The dealerships that I do deal with, they’re good stops. But I drive past others just because there’s not a lot of action in there.”
Recently, a shop owner had approached him asking if he could purchase gift cards for his technicians to use on Jaros’ truck.
“I have gift cards, I just never use them. I left them sitting out, and I must have sold $5000 in gift cards.”
Setting payment terms
On selling his service, Jaros says, “They buy from me because if you order something, you’re going to get it. Also, every single week I stop at every shop and see every single guy. They have no excuse not to pay me. They know what they want.”
While Jaros focuses on providing this service, he’s also quick to point out that the approach he uses with customers, he expects reciprocated. That means respect in terms of on-time payments.
Many of Jaros customers have a mix of both accounts – a truck account and a credit account for larger ticket items. Because of this, he can keep his turns at around four weeks. He established early on what he expected from his customers, and they’ve followed through.
“Most of the guys that I deal with, they know the gig. I don’t chase a lot of people on money because if you burn me, I just don’t deal with you.”
He strives to make sure his turns aren’t too high, in turn respecting his customers so they aren’t “drowning in payments” as well. Jaros says he will offer a new product to a customer, but he won’t push a sale on someone – for the mutual benefit of not overloading the customer with a large and unmanageable balance, while at the same time keeping his turns lower.
“I don’t really have to set terms with my guys. They know what to pay, what’s acceptable. It’s the same guys I’ve been dealing with since day one.”
Jaros will hold a maximum $500 truck account for technicians, and he encourages them to fill out a credit application if they’d like to make purchases or hold a balance higher than that amount. For shop owners, he’ll up the amount to no more than $3,000, because he’ll generally receive larger weekly payments.
“You have to get to know your customers – what they can afford, what they can’t afford. That’s how I operate.”
To the beat of his own drum
Jaros currently runs the same used truck – a 16’ Chevy P30 step-van – that he purchased when he first started his business. Now in his eighth year, Jaros is looking to upgrade to a new Freightliner.
“This truck has served me well. It’s made me money. It’s just … there are a lot of repairs,” says Jaros. “When you’re down, time is money.”
While he doesn’t have a technician background, he can hold his own with maintenance and repairs on his truck.
“You’re looking at the maintenance guy. I’m not mechanical, but I’ll figure it out,” says Jaros. He explains that he will check fluids, tires and smaller parts and has also worked on replacing the transmission.
Jaros runs a lean operation. He doesn’t have Internet on his truck, and he doesn’t use email or social media. He just recently started corresponding by text message with customers. Jaros doesn’t check voicemail and he doesn’t use business cards. He keeps his focus on being in front of the customer, face-to-face.
Because Jaros has a clear-cut route and efficient operation with his stops, he figures that he’s seeing his customers each week.
While Jaros doesn’t regularly change up inventory displays on the truck, he confirms that he can easily find anything he or a customer might be looking for.
“If there’s something I want to push, I’ll put it on the counter or the toolbox, where guys can see it,” says Jaros.
Learning the hustle
Ken Jaros’ father, Bob Jaros, is the Cornwell district manager for greater Chicagoland area, which also covers his son’s route.
Ken attributes his success to his father’s push for him to succeed. Bob started in the tool business with a different flag before moving to Cornwell. “If it wasn’t for my dad, I wouldn’t be here,” says Jaros. “He taught me the hustle. He’s been doing it 30 years.”
In fact, with the knowledge bestowed by his father, Jaros finds that he likes the hustle most of all.
Another resource Jaros frequently works closely with is fellow Cornwell dealer Vito Abbinante, whom Jaros recruited about four years ago to take on a route. They talk daily with one another while on the route and also get together outside of work frequently.
Both Abaddadanti and Jaros will catch up on different customers they’re working with, and discuss different tools and deals they might be working on with shops.
A look to the future
Throughout Jaros’ truck, medals are on display showing off record-breaking sales weeks, where he had sold more than $10,000 in tools. At this year’s Cornwell Dealer Show, he will be recognized as one of the top Cornwell dealers for the fourth year in a row. Jaros hopes to finish in the Top 10 this year.
Of his annual tool sales, Jaros says “I don’t really care so much about that as being successful, (but) that’s a nice feather in your hat.”
“I know where my business is at. That’s what’s important to me.”
When asked about advice for dealers just starting out, Jaros says that it’s important to stay motivated and dedicated to customers, so they select you over other options for tool purchases.
“Come to work every day. Listen to your customers,” says Jaros. “There are three or four other tool trucks on the road. If you don’t follow through, (the other tool trucks) will follow through.”
Ken Jaros' Top 5 Tools
- Irwin 29-pc Drill Bit Set (No. VG3018006B)
- PPS MicroStart Power Supply Jump Kits (No. XPAGBKIT) - No longer available
- Autel MaxiSys Mini (No. AUTMS905)
- Nu-tec Plasma Cutters (No. CWEPC3890120)
- 3-1/2 Ton Big Blue Monster Service Jack (No. CSESJ350A
