Mike Goldberg is a multi-route operator and tool distributor out of Gilbert, Arizona. His city routes crisscross throughout the suburban Phoenix area, which he has served for around 11 years.
Though Goldberg has over a decade of experience distributing tools under his belt now, he's a relative newcomer compared to his former career spanning 47 years as a wholesale bakery distributor. After making a move from the East Coast, Goldberg needed to make a career change.
He set his sights on ultimately performing the same task: taking care of customers. While he was without experience getting tools in the hands of the technicians that needed them, he knew everything he needed to know about helping people out.
"I was familiar with going into shops and doing basic maintenance, stuff like that," Goldberg says of his role as a wholesale bakery distributor. "I just gave it a shot, and it's worked out pretty well."
Goldberg drives an International 4700 truck with a 16' box, which he keeps stocked with everything from battery-powered tools to snacks and drinks for roving customers looking for refreshments. As an independent dealer, one aspect of the trade he appreciates the most is being able to stock the kinds of tools he likes without the influence of corporate owners.
"I don't have anyone telling me what I should do and how to do it or trying to force tools on us," says Goldberg. "And this way I can stay with my same route and pick and choose [where I go] over the years. I can go where I want. [Being independent] gives me more freedom and I make more money, too."
But while Goldberg is no stranger to providing outstanding customer service, making the move to the automotive industry meant learning a whole new swath of information about the products he would be selling.
"It took me a couple of years to really get it," he says. "I learned it from my customers. It's important to keep abreast of new products and information. Keeping in touch with what your customers want is extremely important as well."
With that in mind, Goldberg stocks what's most popular with buyers, like battery-powered tools. He estimates he sells five times as many of those as air tools.
"It's easier to keep them clean and they're quieter," he says. "These days, they have just as much or more power than the air tools."
Goldberg finds fulfillment each and every day as a mobile distributor. He chalks up his success, however, to two big things: being comfortable and honest with people.
"To be successful in this field, you have to be comfortable with people," he says. "And if you're honest with them, they're going to be honest with you. Your customers will teach you the tools and what they want. Listen to them. Listen and learn, and the rest will come naturally."
