The 2018 Cornwell Quality Tools Tool Rally took place April 6-7 at Caesar’s Palace in Las Vegas. The event gave Cornwell franchisees and attendees a chance to meet and reunite with fellow tool dealers, attend valuable training sessions and see what’s new from tool and equipment vendors.
The high-energy tool rally also presented dealers with unique show-only packages, promotions and giveaways.
The exhibit hall at Caesar’s featured about 120 tool and equipment vendors. A lot of buzz surrounded the newly released Platinum Series Tool storage line prototypes at the center of the show floor. The Platinum line will replace the Custom Series line of tool storage products from Cornwell.
This years’ event also featured four popular training classes. The ‘Promo Blast’ session revealed deals exclusive to the show, such as a toolbox promo that offered a free hutch with toolbox purchase. Other promotions included an air tool kit, and a hand tool kit available for an exceptional discounted price.
“These were really unique specials that were not sent out to [distributors] ahead of time,” says Cornwell Director of Marketing Don Russell. “It’s something to get excited about, to come to the show for. Everybody wants to go to that class first to see what the deals are.”
Another special diagnostic promotion packaged a set of scan tools, multimeters and test leads with a tool cart.
In the class ‘Six Minute Selling Challenge’, vendors had six minutes to pitch a product to dealers in a way the dealer would pitch the product to the end user.
“We’ve got a timer, and if they go past six minutes we take them off stage and introduce the next vendor,” says Russell. “Sometimes it’s a challenge. By design, there’s little time for questions … because if [customers] don’t like something, in six minutes there’s going to be something new.” This session included information from vendors such as TEXA, NOCO and Rotary Lift.
Another well attended training was ‘Tools for the Toolman’ (or “Toolwoman” as it were -- Cornwell currently has 12 female dealers in its ranks). This session focused on non-tool sales strategies, such as utilizing Facebook and video platforms, as well as building promos (this can be done easily in Cornwell’s new software system).
Last year, Cornwell rolled out its home-grown business management system, the Ironman Business Network (IBN), to the entire dealer base. At the show, dealers had a chance to attend training on IBN and learn shortcuts, as well as tips and tricks, to help them reach peak efficiency. The IBN training session was at full capacity.
“When dealers can come here and talk with fellow dealers, it helps understand the system even better,” says Mike Boyhan, training manager at Cornwell. He adds more than 90 percent of Cornwell dealers use the system, which has the ability to streamline many processes.
For example, with IBN’s Accessories function a dealer can find the correct part number for a scan tool software update (or a wheel of a jack, or touch-up paint slide for a toolbox) with just a couple clicks.
“[Dealers] can still call customer service; but we’ve just found a way to make that process faster and more productive when they’re on the street,” says Russell.
The company also recently introduced Scanner Planner 3 on its website. Scanner Planner 3 fully integrates the heavy duty side of scan tools with passenger cars and light trucks.
Cornwell President Bob Studenic says “You can go in and as you click on a button it will self-select which scan tool meets those criteria on the right-hand side. When we ask dealers if they use it, almost every hand goes up. As you know, scan tools are complex. Some guy wants something on Cummins and DPF regen. You click the button and [Scanner Planner 3] will show you the scan tools that meet those requirements. End users can go there as well -- we don’t password protect it.”
“We keep setting the bar a little higher every year,” says Studenic in regards to the tool rally. “Last year’s theme was On The Move because there were a lot of changes. For this year we wanted to keep the momentum going, so our theme was ‘Rock On.’”
Per tradition, Cornwell’s Dave Columbus presented awards to the company’s top mobile dealers at the Dealer Service Awards luncheon on Saturday. Following reception and dinner that evening, Cornwell lined up rock guitarist and entrepreneur Marveless Mark as keynote speaker and entertainer.
Next year will mark Cornwell’s 100th anniversary. The family-owned mobile tool company maintains its small-business feel though it continues to grow, evidenced by a new 107,000 square foot eastern distribution center that began shipping in November of this year.
“After seven record years in a row, something’s got to give. We needed more warehouse space,” says Studenic.
Plans are already in the works to celebrate 100 years of Cornwell.
“We have a lot of stuff going on. You only get to be 100 once, so I really want to celebrate it,” says Studentic. “And where better to celebrate it than Disney?” He offers one spoiler alert: Stacey David of GearZ will build a hot rod tool truck from a 1959 Ford panel van with an engine “north of 900hp”.
Studenic says the benefit of the Cornwell tool rally to mobile tools dealers comes down to one thing: camaraderie.
"It’s a lonely business being in a tool truck. To be able to meet up with your peers and share common experiences, and understand you’re not the only one seeing what happens on the route, to get recharged and built-up, to recharge your batteries -- I think that’s probably the biggest benefit, followed by information and interaction with the vendors … and then the deals.”
Next year’s 100th Anniversary celebration will take place March 8-9 at Disney’s Coronado Springs Resort in Orlando.
