Back in my days as president of KNIPEX here in the U.S., we showed our products at 10 to 12 trade shows each year. Some of the shows were major events such as SEMA, AAPEX, and the major mobile annual showcases.
In addition to having the opportunity to meet many interesting tool users, wholesale distributors, and mobile jobbers we also learned unique new uses for our products.
An example is the Swedish style pipe wrench. This tool was originally designed as a plumbers pipe wrench and is the primary style of pipe wrench in most of the world. Initially we really had no idea that a Swedish style pipe wrench was also a great front end tool used for freeing up and adjusting rusty and corroded tie rods.
We just assumed that plumbers from Europe working in the U.S. were purchasing this tool until technicians and jobbers started showing up at trade shows asking for them and telling us these tools were used on tie rods.
The KNIPEX Cobra style head on the Swedish style pipe wrench grips tremendously, won’t slip and because of the length provides significant leverage to turn corroded parts.
Once we learned this valuable use for our pipe wrench, we immediately developed a physical demonstration display and put together an educational sales pitch.
When someone would come up to our booth, we would simply make the statement, “I’m not a mechanic, but you know how hard rusty and corroded tie rods are to free up and adjust.” Nine out of 10 times the trade show attendee would agree, smile, or shake their head up and down. We would then explain that this odd looking tool was a Swedish pipe wrench and would make easy work out of turning tie rods.
As a result of listening to our customers, asking questions, and educating our prospects that Swedish style pipe wrench is now in the toolbox of thousands of mechanics everywhere.Become a tool educator
Not a single one of us at KNIPEX was a true experienced technician. In fact, the very best demonstration person we had was Michelle Ague who had previously sold medical replacement spine parts. Some of us couldn’t even change an automobile headlight successfully.
Many of you weren’t technicians in your previous life, but you too can become a tool educator without a problem.
As you make your sales calls and sell your tools, ask yourself what the customer will use this tool for. Lock this knowledge in your sales tool memory bank and use it as a sales generating educational tool later.
An example is if you are calling on technicians at a BMW dealership, you could walk in with a 15” Torx tip screwdriver (I’m sorry I’ve forgotten the size). Now, simply show it to the technicians explaining that it will make working deep down in a BMW steering column much easier.
If you aren’t or weren’t a technician don’t ever try to sound like one. You will destroy your credibility very quickly. Just say “I am not a technician, but the guys who work on BMW’s tell me that...” Or “I was at XYZ Ford garage and I saw mechanics using this tool for (fill in the blank).
Never be afraid to ask your customer what they use a particular tool for especially if you sell them a unique product. Most people like to help when asked to show their knowledge and skill. Using a statement like, “Thanks for purchasing this tool from me, is there a certain application you will be using it for?” will get the conversation started.
Now you can take that knowledge to educate others doing the same tasks explaining that you have a tool to help them work faster, safer, or smarter and maybe all three.
Just by using your natural curiosity and asking questions you can learn some excellent tool applications that will help your customers at their work and help your wallet at the end of the day.
Tool educational marketing
Now let’s move your new sales generating educational knowledge up a notch to position yourself as the go-to mobile jobber for education and service.
Back in February this Go Sell Something column was all about customer relationship marketing (CRM). Deep into the article we talk about ways to use CRM to educate and sell more products.
- If you see a customer using your tool for some unique application you can send it out as a useful tip.
An example could be that you see one of your customers using a tool you sold them to do a particular task quickly or easily. With their permission take a picture, hopefully of them doing the task if not just of them. Add to that picture a little write up of what they did and what tool they used and send it out to all your customers. Your customer will love it and you might sell some more of the tool the technician was using.
Another way to position yourself as an educator and professional jobber is to copy helpful tips you see in magazines or online that your customers will find useful in their everyday working lives. Publish these helpful tips giving credit to the source you copied it from.
Both of these educational marketing ideas will create interest in your posts and will probably get your customers coming up to you with ideas on unique tools and their usage.
The more you expose your customers to your name, your company, and your interest in helping them to be successful will pay off in additional sales.
Now go sell something.
