Sales Tip: Stay smarter than your customers

May 16, 2025
If you only find out about new tools from your customers, you're losing sales from all the tools they don't tell you about.

It’s not just what you’re driving that affects your bottom line as a distributor, it's what’s in it that really changes things. Independent distributor Steve Johnston keeps a healthy supply of staples – sockets, impact tools, and so on – but how does he keep the rest of his inventory feeling fresh and useful for his customers? We asked him during the 2024 ISN Tool Dealer Expo.

“Being here,” he said, gesturing to the ongoing expo around us. “Staying current with my knowledge base. For the things that I sell, I need to be smarter than my customer when it comes to what’s the latest, greatest thing from CPS, what’s the newest thing from Power Probe. I need to keep that rotating through my truck. You've got to have a working base, but the specialty tools need to rotate through.” 

About the Author

Griffin Matis | Associate Editor | PTEN & Professional Distributor

Griffin Matis is an associate editor for the Vehicle Repair Group. A graduate of the University of Missouri's School of Journalism, Matis works with Professional Tool & Equipment News (PTEN), Professional Distributor, and VehicleServicePros.com. 

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