Sales Tip: Emphasis on big-ticket items

Aug. 17, 2016
While the everyday sales help to sustain business operations, independent distributor Myron Colley says profits come from toolbox sales and heavy equipment sales.

While the everyday sales help to sustain business operations, independent distributor Myron Colley says profits come from toolbox sales and heavy equipment sales.

“That’s what really got me interested in doing this, is the larger equipment,” Colley says, of starting Goliath Tools & Equipment.

Another benefit to selling big-ticket items is the security of the customer base purchasing larger equipment, which is primarily shop owners versus technicians.

Colley utilizes his route drivers to find leads in order to close sales.

“That’s the beautiful thing,” route driver Donald Heath says of Colley, “When he’s close by, we can knock deals out like that and get it done. And it works.

“I do a lot of the smaller sales, the day-to-day sales. When it comes to equipment and stuff, I set it up and he’ll go in and close the deal. That’s been a perfect combination.”

This process also helps Heath stay on task with his route, while Colley can manage additional details of the sale such as trade-ins, financing and equipment drop-off.

“Me and Myron, we’re like a one-two punch. I set the deal up, he comes in and closes the deal. That’s the biggest thing about me and Myron in this company. That accounts for having great communication too,” says Heath.

With selling large equipment, Colley also takes a number of items on trade deals. While he’s able to sell some of these toolboxes and other equipment to customers on the routes or at the storefront, he also lists some of the items on eBay.

Percentage wise, sales are split evenly with about half held as truck account purchases, and half financed through a local lending business

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