TALES FROM THE ROAD
BY DAVID BRIERLEY,
MANAGING EDITOR
920-563-1622
David@VehicleServicePros.com
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Relational sales
This aircraft technician-turned-tool distributor keeps customers
happy by offering product variety and a solid reputation.
After working eight years as an aircraft
Independent distributor Joel Simmons says the GEARWRENCH
wrap on his truck attracts attention from technicians.
technician, four of which took place
during his military career, Joel Simmons
decided it was time for a change. Working as
a technician was worsening an old back injury,
but he still enjoyed the shop environment and
wanted to continue working with tools. The
perfect solution? Become a tool distributor.
One of Simmons’ friends got him started selling
tools in 2013 under a flag. After a few years, Simmons
decided to strike out on his own and become an independent.
The Louisville, Kentucky-based distributor
says it was a decision that proved beneficial for
his business.
Simmons says that being able to purchase tools
from more suppliers improves turnaround time and
allows him to offer a wider variety of products, something
he has become known for with his customers.
“If ISN doesn’t have a product, I can go to Neu
Tool, or Eagle Tool or Medco,” he says. “I can go online,
and there are some products … I’ve been able to pick
up directly from the manufacturer, which gives me a
little wider variety to offer. I’m kind of known as the
guy who finds the oddball stuff for customers …
because I’m willing to do the work. Overall, it makes
my life a lot easier, less stressful, knowing I can get
stuff from wherever I need to, to keep my customer
base happy and keep products flowing.”
Keeping products flowing does not seem to be a
problem for Simmons, whose truck is wrapped by
GEARWRENCH. The truck itself garners attention
from technicians, and Simmons gets calls “almost
every week” from shops that wants him to stop by.
Additionally, GEARWRENCH ridealong days can
mean big sales for the independent distributor.
During a ridealong, GEARWRENCH offers tiered
rewards for customers who purchase the brand’s
products from Simmons. For example, if a customer
purchases $100 worth of products, they will get to
choose from a selection of free tools. “The guys like
free stuff,” he laughs.
“We had one day where I sold $4,000 worth of
GEARWRENCH,” he says. “Having them along, having
different specials with them really helps.”
Interestingly, some of Simmons’ top selling items
42 Professional Distributor I December 2018 I VehicleServicePros.com
are tool carts. He says that if a technician already has a
toolbox, they don’t necessarily want a bigger toolbox,
but instead they like the idea of having something
like a full-drawer cart they can use for most of their
everyday-use tools.
Carrying products technicians want, as well as
those they can’t easily find elsewhere, is a strategic
move. But Simmons’ success isn’t based on products
and branding alone. Commitment to customers goes
a long way when selling tools. He works hard to build
trust and a working relationship at each stop.
“I’ve been able to build a pretty good reputation on
consistency — that’s big in my area,” he says, explaining
that other distributors in the area aren’t necessarily
consistent when they stop by, often missing a
week or two at a time. Simmons makes his stops every
week at about the same time, so his customers know
they can count on him show up.
“That’s really helped me stand out,” he says.
Getting to know and understand each customer
helps Simmons stand out as well.
“Generally I’m not one of the tote-and-promote
type of guys,” he says. “I’m much more relaxed sales,
I call it ‘relational sales,’ because I basically focus on
building a relationship.”
After years as an aircraft technician, Simmons is
happy and successful in his new career as an independent
tool distributor.
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