Ohio distributor 'trains' customers to help him give good service

Aug. 21, 2013
Follow through with promises to customers, and 'train' them to aid with sales.

A distributor now for eight years in the Cleveland-area, independent mobile distributor Tim Biranowski has developed a process for "training" his customers to help him deliver better service. 

With an inventory consisting of light duty automotive repair tools and equipment and heavy duty items, Biranowski splits his route between urban and rural stops. His path follows through three Ohio counties near Cleveland and includes stops anywhere from dealerships, smaller independent repair shops and body shops to heavy duty equipment and farming.

(Read about how Biranowski involves his customers with orders before attending tool shows.)

Follow through

Biranowski keeps his customers in mind not only when he sells them a tool, but for any service his customers need after the product has been purchased. 

"It's more than just selling the tools, it's being there with the guys when they have problems and issues, and taking care of that," he said.

For advice on distributors starting out, or looking to help their business, Biranowski advises that it's important to listen to customers. "They're going to tell you what they're looking for, what they want out of you," he said. "Follow through with what you promise. Be on the up-and-up with these guys. Don't lie. Don't tell stories."

That means not only making the sale and catering to the customer, but also following up with good service. 

"I've always been in the service field, so my part of the deal is I take care of the tools. If you've got a problem or an issue, I'll work my way through it, and take care of the problem."

One trick Biranowski has learned? He's trained his customers to get involved with ordering, so he can cater to them. Biranowski keeps a notebook where he writes down every customer's product order request. 

"I tell the guys if you don't see me write it down in my order book, it's your fault," said Biranowski, laughing. "I get the guys involved with it as much as I can, and that makes a huge difference. A lot of the guys say 'Pull your book out, and write it down.'

"It's training the customers, and taking care of the customers." 

About the Author

Erica Schueller | Editorial Director | Commercial Vehicle Group

Erica Schueller is the Editorial Director of the Endeavor Commercial Vehicle Group. The commercial vehicle group includes the following brands: American Trucker, Bulk Transporter, Fleet Maintenance, FleetOwner, Refrigerated Transporter, and Trailer/Body Builders brands.

An award-winning journalist, Schueller has reported and written about the vehicle maintenance and repair industry her entire career. She has received accolades for her reporting and editing in the commercial and automotive vehicle fields by the Truck Writers of North America (TWNA), the International Automotive Media Competition (IAMC), the Folio: Eddie & Ozzie Awards and the American Society of Business Publication Editors (ASBPE) Azbee Awards.

Schueller has received recognition among her publishing industry peers as a recipient of the 2014 Folio Top Women in Media Rising Stars award, acknowledging her accomplishments of digital content management and assistance with improving the print and digital products in the Vehicle Repair Group. She was also named one Women in Trucking’s 2018 Top Women in Transportation to Watch.

She is an active member of a number of industry groups, including the American Trucking Associations' (ATA) Technology & Maintenance Council (TMC),  the Auto Care Association's Young Auto Care Networking Group, GenNext, and Women in Trucking.

In December 2018, Schueller graduated at the top of her class from the Waukesha County Technical College's 10-week professional truck driving program, earning her Class A commercial driver's license (CDL).  

She has worked in the vehicle repair and maintenance industry since 2008.

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