Sales Tip: Set yourself apart from the competition

Nov. 28, 2018
Competition can be fierce in the tool selling industry, so it's important to stand out from the crowd.

Boston-area independent tool dealer Justin McCarthy is a busy man. He works a full-time job as a technician, and runs his tool distribution business, Bad Larry Tools, which comprises two tool trucks and a van. Despite his impressive workload, McCarthy still makes time to differentiate himself from the competition.

He says Milwaukee Tool products are selling well right now, in part due to the fact that the company has new offerings and reasonable pricing. But, McCarthy adds, Milwaukee also backs their products with a five-year warranty. He uses that fact to his advantage, adding value for his customers.

“If someone has a problem with a [Milwaukee] tool, I take it from them myself and my daughter packages it up and ships it back to Milwaukee,” McCarthy explains. “I don’t even take it to the warehouse anymore, I do it right from my house. What’s good about [Milwaukee] is that I ship it to them and they ship it back to me quick, so the [technician] isn’t without it. And I do have ... loaners that I give people, if that’s the only [tool] they have.”

While this level of service - offering expedited repairs and loaner tools - already sets McCarthy apart from many tool dealers, he takes it a step further. This independent dealer sells not just tools, but also hot sauce. Bad Larry-branded hot sauce, to be precise. And, being that he's located on the south shore of Massachusetts, it comes in three flavors: South Shore Hillbilly, Choochzilla and Savage Sauce.

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