Like most parts operations, you probably sell some tools and equipment today. But there are a few simple things you can do to make tools much more than a once-in-a-while sale.
One idea comes from a North Dakota-based parts warehouse. They’ve found that a weekly or monthly tool special is a great way to boost their tool sales. Having a “hot deal of the week” is a conversation-starter for their sales staff. And they even make tool flyers to hand out to their customers.
Another idea comes from a Minnesota-based parts operation. They have a sales manager who specializes in tools and equipment. When one of their salespeople visits a shop owner, the tool-and-equipment specialist can walk through the shop and talk to technicians about their latest projects and tool needs.
Another approach is the tote-and-promote strategy. The premise is simple: Get tools in the hands of your customers, and let the tools sell themselves. After all, this market is full of gearheads who love their tools. They buy parts based on need, but they buy tools based on the “cool” factor.
The Auto Care Association and Lang Marketing estimate that consumers and professional technicians spent over $10 billion on tools and equipment in 2016. In our next video, we’ll talk more about how you can capture a bigger slice of the pie.
