Sales Tip: Find the decision-makers

May 16, 2024
Regardless of where you're selling, there's always going to be a decision-maker.

I know that on all of your stops, you call on and speak to as many of the technicians as you possibly can. And hopefully, you are prepared to discuss not only what your latest promos are but also the specific individual needs of each technician. These are certainly some of the correct steps to sales success.

Are you additionally prepared to get yourself in front of the decision-maker at each location for the large asset or capital equipment sales such as lifts, compressors, hose reel systems, and large tech equipment?

At a small shop, the owner or decision-maker is likely one of the technicians you’re already calling on each week, but at your major dealerships and multi-brand dealerships, the decision-maker is more than likely in some office removed from the day-to-day shop floor hubbub. In a midsized operation, the owner or general manager could easily be your target. These corporate corridor individuals make their major decisions at a much different level than a technician deciding between an impact wrench from you or the other guy.

Don’t get me wrong, you will use many of the same selling skills presenting to a corporate decision-maker as you do every day on the shop floor, but remember that they see things in a different way than other customers.

About the Author

Alan Sipe | President, Toolbox Sales and Consulting

Alan W. Sipe has spent the last 42 years in the basic hand tool industry including positions as President of KNIPEX Tools North America, Sr. VP Sales and Marketing at Klein Tools, Manager Special Markets at Stanley Tools and sales management at toolbox manufacturer Waterloo Industries. Currently Sipe is the owner of Toolbox Sales and Consulting specializing in sales strategy, structure, development and training. Sipe can be reached at [email protected] or 847-910-1063. Connect with Sipe on LinkedIn.

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