Tales from the Road: Dawson and Jessica Michael

Balancing act

It can be a challenge to balance work and life as a mobile dealer. Dawson is no stranger to the task of managing his time so that his business doesn’t become his entire focus. It’s a game of give and take. 

One critical lesson the distributor has learned in his nearly six years behind the wheel is how to say no. Whether it’s walking away from a difficult customer or recognizing when you don’t have the bandwidth to handle a certain situation, learning to say no can save you unnecessary headache and allow you to focus on the things that help your business grow. No one wants to be caught in a situation that escalates or turns into something they don’t have the capacity to deal with. Time is precious in this industry.  

“Make sure that you can keep everything balanced so you’re not spending too much time on the business, but you’re not neglecting it either,” Dawson explains.  

A major part of the balancing act is keeping up with your customers. Dawson tries to get out to his stops every week, but if something comes up and he misses one, he’ll keep tabs on them, so they don’t feel shortchanged.  

“I always try to make sure that we have the best customer service out of other trucks,” he says. “People are more willing to do repeat business with you knowing you’re going to do what you can to take care of them.” 

Keeping a pulse on the market

Success has followed Dawson and Jessica since the beginning of their time in the industry. During their first full calendar year as distributors, they managed to sell 43 pieces of tool storage. Central to their continued success is their willingness to learn and stay knowledgeable on emerging technologies and shifting trends.  

Social media has been a great tool for the Michaels, namely Facebook and TikTok, allowing them to see news about tool and equipment releases, as well as what other distributors and technicians are getting excited about. As a Cornwell distributor, Dawson gets access to Cornwell’s weekly news bulletins. These help him stay informed about new products to share with his customers. 

“Customers bring things to my attention that they’ve seen out on the market,” Dawson adds. “Or things their buddy was using over the weekend, and they thought it was the greatest thing ever.” 

Listening to your customer’s interests and getting to know what excites them in the tool and equipment world can help you keep product moving on your truck. Dawson’s found success with having a steady supply of battery tools, lighting, and electronic diagnostic tools on hand.

“Making sure you have a multitude of test leads and different types of testing equipment [is important] so customers can get in and narrow down problems faster [during repairs],” Dawson advises. 

What's next?

Six years gives you plenty of time to think about what you want your future to look like. For Dawson and Jessica, their time in the industry so far has brought them much to be proud of. When they look towards the next five years, they hope to be debt free across the board, for both the business and their personal lives.  

Dawson’s advice to distributors? “Trust your gut, learn how to say no, and try to have as much fun as you can.”