Virginia-based Cornwell tool dealer Rick Brown has figured out how to navigate the trend of technicians purchasing their tools online, especially millennials. And with 2,500 customers on the books, he sees his fair share of how it has affected his business and steered many conversations.

“With the youth of today, the millennials, they [have] more tendencies [to buy] things off the internet because they can get it for half the price for what a tool man’s selling it [for],” Brown says.

And they’re not shy to bring it up either. At least not at first.

“They just haven’t realized the service that comes with purchasing the tool [from a dealer],” Brown says. “As they start getting older and hang out with the older mechanics, the older mechanics are teaching them that you might pay a little more but you’re gonna get better service with the tool.”

So, with the help of his veteran technician clientele backing him up, and perhaps a little bit of his laid back “southern charm,” Brown continues to service new customers by explaining the benefits of having a tool dealer on their side.

“Some people buy it, and some of them don’t,” Brown says of new customers. “But we go with what they do. I can’t force them to buy the tool, I can just offer it to them. If they’re willing to make that deal, we’ll make a deal with them.”