Sales Tip: It's not just the tools

Although Cornwell Quality Tools distributor Jim Castaneda has his truck packed full of tools from the ceiling to the floor and everywhere in between, he says it’s more about selling the service.

“If I sell the service and that I’m going to be here for them when they need something or have issues, the tools actually sell themselves,” he says. “I don’t have to be a salesman on the tools. My customers know that when they buy from me that there’s the aftercare that comes with it.”

However, it’s not to say that keeping up with products is not necessary. Castaneda notes that staying current with new tools is still an important part of the business. “Product knowledge is a must even if you’re not trying to sell to them, you still have to know what you’re selling,” he says.

Prior to becoming a mobile tool dealer, Castaneda worked as a technician on and off for 20 years and admits that he comes across tools that he doesn’t know what they’re used for.

“Product knowledge is an ongoing thing,” he notes. “You constantly have to educate yourself on what’s new and innovative and what works and what doesn’t. I’ll tell my customers straight up if I feel that it’s an invaluable tool.”