Sales Tip: Show and sell

Jan. 15, 2019
Many dealers have different sections on their truck where they feature different types of stock.

Dealers told me they have many different sections on their truck where they feature different types of stock. Having these sections can make it easier for customers to browse and find things they want to buy. Notice I didn’t say find what they’re looking for - often customers aren’t looking for anything specific when they decide to buy these things. Here they are in order of popularity among dealers:

  • Non-tools. Nearly 75 percent of dealers I polled have a place for non-work items like sunglasses, knives and gifts.
  • Clearance. Everyone likes a deal. Having a place for closeouts makes it easier for a customer to find them.
  • New products. When customers ask “What’s new?” you can save your breath and point to your display.
  • Snacks & drinks. Your truck can also be a convenience store. Showing off impulse items like consumables can mean quick cash.
  • Training and media. Vehicles are always changing. So, technicians are always learning. Make it easy to find your educational resources.
  • Monthly specials. You may hand out flyers and tote and promote, but some customers still need to see it on a shelf.
  • Used or trade items. The opposite of the “What’s New” guy is the “What’s Used?” guy. Showcasing your trade-ins can sell them faster.
About the Author

Phil Sasso

Phil Sasso is president of Sasso Marketing Inc. (, a technical marketing agency providing advertising, public relations and promotional services to tool and equipment marketers. Subscribe to his free marketing tip at

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