When Dave Edwards first started as a distributor for Cornwell Quality Tools, learning how to interact with each customer was crucial. Previously, he was interacting with the same people every day. Now driving throughout his Northeast Illinois route and visiting his variety of customers (car dealerships, independents, trucking companies, etc.), Edwards has had to figure out the best way to interact with each individual.
Along with that comes remembering all their names. The first few weeks on the truck, Edwards recalls he could remember the faces, but not necessarily the names.
“I would look up the purchase history just put a face with a product and put it all together to remember their name,” Edwards says.
Most important, though, has been his consistency. The Cornwell dealer notes that it’s consistency that helps him stand out compared to other dealers in the area. He shows up every week, talks to his customers, and manages any wants, needs, or concerns.
Emily Markham is the editor of Professional Tool & Equipment News (PTEN) and Professional Distributor magazines. She has been writing about the automotive aftermarket since 2019, after graduating from UW-La Crosse with a bachelor's degree in English. During her first three years with Endeavor Business Media's Vehicle Repair Group, Markham also wrote for Fleet Maintenance magazine.
