The more things change, the more they stay the same.
That’s how it seems to Doug Toney.
In his 25 years as a mobile distributor for Mac Tools, the Washington-based tools dealer has seen the industry evolve. But the importance of customer service and the need for a supportive family has remained constant throughout his time as a tool man.
“Customer service is No. 1 – hands down. If you keep up with the customer service, you’ll stay in business,” says Toney, whose route is based in Buckley, Wash., and serves nearby towns like Puyallup, Sumner and Enumclaw.
With approximately 500 customers spread across 115 shops, Toney stays busy. He’ll visit 25 to 35 shops a day and sometimes puts in as many as 12 hours before heading home at night. But he still makes time for anyone who wants to speak with him.
“Be a friend,” Toney says. “If a customer has a problem and he wants to talk to somebody, you’re there for him. This isn’t just selling tools, this is a friendship thing. You could have the best tool in the world, but if they don’t like you, they’re not going to buy it.”
He believes that engaging approach brings people to the truck. And once they’re on the truck, they’re likely to make a purchase. He says “if you take care of people, people will take care of you.”
Treating customers with respect is something Toney understood, even when he was a 22-year-old just beginning his route. Even though he went to college to become a technician and considers himself “mechanically inclined,” Toney says taking a gentle approach with his clients is often the best course of action.
“The customer is always right. Even if the customer is wrong, the customer is always right,” Toney says. “If he has something totally wrong, you might try to steer in him in the right direction. But the customer is always right.”
Toney also prefers to avoid aggressive sales tactics. Because technicians have specific needs, often times, he says, tools sell themselves. He just makes sure his truck is well stocked and ready to meet those customers’ needs.
“I’ve never been pushy,” Toney says. “If you ask any of my customers, I’m not pushy at all. If you need it, you need it. If you don’t, you don’t. There’s plenty of business out there.”
The other key to being a successful distributor, Toney emphasizes, is having the support of his family.
“My wife helps me with the books. My wife makes deliveries for me,” he says. “When I get home at night, my daughter comes out and helps me put tools away.”
“You got to make it a family thing, because one guy doesn’t have time to do everything,” Toney adds.
All of his children have helped one point by washing his truck. And even before Toney was married, his parents provided support however they could.
“My mom and my dad didn’t have any money to help me at all. But every night, my mom came down and made me dinner and my dad helped me with putting tools away,” Toney said. “Family support is everything.”
Changing with the job
Toney relies on family and customer service to maintain his successful business, but he does recognize that things are changing around him. The Internet has changed the way people shop for tools. But it also serves as a resource for Toney to answer customer questions.
“Information is the best thing,” Toney says.
He has learned to take advantage of the information delivered digitally. He also will reach out to other technicians to find solutions to problems.
Additionally, Toney has improved his organizational skills, something he said he lacked as a 22-year-old getting started in the business. This means keeping tools organized on the truck and keeping notes to track what customers are looking for.
Jotting down reminders is something he stresses.
“Take lots of notes because you can’t remember everything,” Toney says. “If that customer needs a drill bit, and you forget that drill bit, and he has a job for that, he’ll just move on to the next person. So pay really close attention to people’s needs.”
Even though the Internet allows people to shop for tools, Toney finds his customers still prefer to deal with him.
“I see a lot of people going on the Internet and looking for stuff on the Internet. But then they always come back to you and buy it,” Toney said. “If you take care of your customers, they’ll always come back.”
A self-described “old-school” guy, Toney doesn’t envision tool trucks ever going away. He believes there is still a need for mobile distributors based on how well he is currently selling.
“I’ve been doing this for 25 years, and this is my best year ever,” he says. “I’ve done more in sales this year already than I’ve ever done in any year prior.”
“If you take care of your customers, you don’t have to change,” Toney says.
