Sales Tip: Developing a sense of character

Cornwell Tools dealer Ben Aurich says every person is different, and it’s important to develop a good sense of character. “Some people’s eyes light up and they bite off more than they can chew,” he explains. “You’ve got to be able to feel that out. You can’t know everything, but you should be trying to feel those guys out from day-one.”

He hasn’t had to repossess many tools, and he attributes that to the relationship he has with his customers. “They can just call me because I feel like I’m easy to deal with,” Aurich says.