For being on the road for just two years, Cornwell Quality Tools dealer Gabe Felix and his wife Amanda are looking to upgrade their ride — again — as their efforts to separate themselves from the competition have been paying off. Felix is well-versed with tools, having previously owned a collision shop for 13 years. He also still enjoys working on cars in his spare time, keeping up with new tools.
Although their route isn’t very big, it is condensed. Located in Southern California, they mostly visit automotive shops with a mix of heavy duty stops spanning from Riverside to Redlands.
When the couple first started selling tools from a truck in January 2019, they purchased a new 20’ Freightliner M2. After just a year, they wanted more space and decided to upgrade to a bigger, custom-designed 2020 24’ Freightliner M2 Diesel.
“Success comes at a price,” Felix says. “You have to invest in yourself. That’s how I look at it. People will see the difference between your truck and the competitor’s truck.”
Needless to say, they also wanted this truck to stand out. With a full, 100 percent custom wrap and custom wheels from American Racing, they achieved just that.
On the inside, Felix and his wife wanted to maximize their space as much as possible. By doing so, they built a custom desk in the front corner behind the driver’s seat. They also utilize every square inch of their ceiling by putting up products and fliers.
“My ceiling is wall to wall,” Felix says. “I don’t want it to look empty, so I continually keep up on the ceiling. I usually put an order in specifically for the ceiling.”
Felix likes to display all the tools out of the package, allowing customers to see them clearly and touch them. He also keeps everything very organized from hand tools, extension tools and lighting, to his largest section: Milwaukee cordless tools.
A custom feature they didn’t anticipate would become an essential piece is a built-in microwave. With COVID-19, the couple is unable to dine-in anywhere.
“[The microwave] turned out to be a blessing in disguise,” Felix says. “It’s [also] been effective. This way we don’t waste an hour for lunch. We just pull over, eat, and keep working. We can get through more stops this way.”
Aside from standing out from the competition, the dynamic duo also has a solid game plan: While Felix goes into shops to talk with technicians, his wife handles sales on the truck.
“That is really a huge advantage,” he says. “She can handle herself on the truck and point [customers] in the right direction until I get back.”
Together, the couple provides a relaxed style of selling with no sales pressure.
“It’s more about building a relationship … than just selling someone tools,” Felix notes.
