Tools, trust, and a rural route

Making the truck his own

One of the most personal additions inside the truck is a custom cartoon-style image of the vehicle displayed in the desk area. The artwork includes Mount Bachelor in the background, a recognizable landmark in central Oregon that ties the truck directly to the area he serves.

“It makes it very custom to my area,” he says.

Valdovinos says the customization is less about customers seeing it and more about creating a comfortable atmosphere during the long hours spent on the road each week.

“I spend probably 80 to 90 hours a week in the truck,” he says. “Might as well make it feel like a home.”

The truck also features one of its most talked-about custom touches near the entrance. With help from mentor Brian Fahlgren, Valdovinos transformed a gift from him, one of Cornwell’s large 2-in. ratcheting wrenches, into a functioning handrail.

“Every time somebody walks in, they’re always playing with the wrench,” he says. “It’s a cool little thing.”

The custom handrail has quickly become a conversation starter with customers stepping onto the truck and serves as a tribute to the mentor who helped guide him early in his career.

“It’s a tribute to the person that gave it to me,” he says.

Built for the customer

Valdovinos’ route covers a broad mix of agricultural operations, dealerships, and independent repair shops throughout central Oregon. The rural territory has shaped not only how he operates the truck, but also how he merchandises it.

Rather than sticking to a strict organization system, Valdovinos focuses on displays that immediately grab attention when customers walk through the door. One of his go-to tactics is using brightly colored Starburst pricing labels to highlight promotions, specials, and new products throughout the truck.

“The most common question they ask is, ‘What’s new in the tool world?’” he says. “If you emphasize that, more than likely you’ll be the first one to get the sale.”

Fresh off Cornwell’s recent tool show, Valdovinos is currently running a pry bar promotion where customers who purchase qualifying products are entered for a chance to win a Traeger grill.

“You’re not fighting with 100 guys,” he says. “One out of 12 and somebody’s going to walk away with the grill.”

Relationships beyond tool sales

Still, Valdovinos believes customer service remains the biggest differentiator, especially in smaller communities.

“When you go shopping in a bigger city, they forget about customer service,” he says. “You’re more a number than a person.”

Instead, he focuses on remembering personal details about his customers and building relationships that extend beyond tool sales.

“If I know which customer has a kid into baseball or karate, I remember that,” Valdovinos says. “I have built a bond with them, but it goes beyond selling tools.”

That mindset continues to guide both his business and the atmosphere inside his truck.

“Take care of your customers,” he says, “and the customers will take care of you.”