Sales Tip: Showing off the cool tools

May 4, 2016
If Ben Aurich comes across an interesting item that he thinks his customers could benefit from, he will bring it into shops.

Cornwell Tools dealer Ben Aurich doesn’t routinely tote and promote, opting rather to bring flyers into shops to highlight sale items. However, if he comes across an interesting item that he thinks his customers could benefit from – like his top-selling 1/2” Stubby Impact Gun –  he will bring it into shops.

“When I say tote and promote, I don’t have the box every week full of a bunch of random stuff. If I find something cool like that, I will,” Aurich says, of his top-selling impact. “If sales are slow, I’ll repack the truck with more stuff and probably tote and bring stuff in to try and get it going again. I just don’t do it every week.

“I like to bring them the coolest thing,” he adds.

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