If your sales territory is in a large city or populated urban suburb, there are probably four majors and a few independents calling on the same technicians as you. And except for a few instances, their primary products and yours are all very good quality. It's entirely possible that a major vehicle repair facility gets six to 10 or more jobbers selling there every week. If you are in a more rural area, the shops will see fewer mobiles but because of the distances you drive, you must make every stop count.

So, how do you set yourself successfully above and apart from the competition to gain more than your fair share of the tool and equipment business in your territory?

Be observant for a competitor’s tracks. If you keep your eyes and ears open to indications that the competitor has made a presentation about a product, such as seeing literature on a workstation, you can ask about presenting your competitive product, too.