Cornwell dealer Mark Sherman of Plainwell, Michigan, has some advice for those starting out as tool dealers: make yourself a product worth paying for.

“Building relationships is probably the key to success in the tool business,” he says. “We all know that we can go somewhere and buy tools for less money through Amazon or online purchasing, so it’s all about service, service, service. You’re there to, yeah, sell them tools, but you’re also there to provide a service.

When you provide a service, you’re worthy of the sale; I think a lot of guys lose sight of that. It’s [asking] what can you do for your customer today, outside of selling them a tool. If you’re giving the guy service and taking care of his problems, he’s going to buy tools from you.”