At the 2011 Cornwell Rally in Orlando, FL, the trade show floor was only open for two days, but that’s not the reason business was brisk. According to company president Bill Nobley, 2010 was a good year for Cornwell dealers, and 2011 is already looking like it will be better.
He told us that technology is driving new products, “and that’s good for the tool business.” All of the 126 vendors at the Rally would probably agree, because everyone we spoke with reported business was up significantly.
When asked about plans for new tools, Mr. Nobley said “Our product line is dynamic, it changes daily.”
He noted that each vendor brings new tools to the market every year. “Trying to keep up with all the new products is a chore.” However at this show, Cornwell did roll out a new 46” tool box, along with something special just for their dealers: a new set of electronic marketing tools. Dealers can now download promotions from the company and either print them, use the files to create their own promotions, and/or email them directly to their customers.
From the new marketing plan to training and dealer forums to very special discount prices, everything the company presented at this Rally was aimed at helping their dealers succeed. That’s because the dealers are the family/employee-owned company’s only outlet. There is no other division, they don’t sell direct to the user and, aside from a recruiting and marketing website, they don’t do business on the Internet. Mr. Nobley noted that in the professional tool business, “Customers don’t buy from a company, they buy from the dealer.”
It’s been a successful strategy that has helped people build whole careers in the tool distributor business. With some Cornwell dealers approaching 40 years with the same company, there seems no reason to change. As Mr. Nobley put it, “It’s a great career for a young man.”
