march2021 - 12
Building knowledge
to build customer service
This tool dealer is all about gaining knowledge to make the sale.
by Emily Markham, Assistant Editor
C
ornwell Tools Dealer Jonathan Borth has been selling tools for five years now. Unfortunately, during
this time Borth has gone through three used trucks
that just couldn't keep up with his route through the Texas
Hill Country. In order to continue his visits to automotive
repair shops, paint and body shops, and a few heavy duty
diesel shops, Borth decided it was time to buy a brand new
truck customized to his specifications.
In December of 2020, Borth purchased his new, extrawide, 22 " Freightliner M2 truck from Summit Body Works.
Borth says the truck was built exactly the way he wanted with
lots of custom touches such as two extra roof A/C units and a
diesel generator, extra dome lights above the slatwall, a lighted stairwell, lighted jerky, knife, and sunglass display cases.
Borth also souped-up the outside of his new truck. " The
new wrap is eye-catching. Plus, I [added] LED strip lights
around the roof, " he says. " It's a show truck, not just another
tool truck, and I love it! "
Though, like many, Borth likes to organize his truck by
product type - electrical products together, sockets together,
lights together - he likes to switch things up by way of placement every now and then.
" I rotate my inventory to different shelves throughout the
year to keep customers looking around for product, " the tool
dealer says. " This very often results in a sale of an item that
has been sitting for a while. Just by moving it. "
In addition to his unique organization system, Borth
also uses his TV monitor to drum up sales. At the back of
his truck, the TV plays videos of new products and tool
storage systems.
" This helps when I have multiple customers on the truck, "
Borth says. " I can personally help one customer while the others
watch the TV to see new products they didn't know about. "
To further display his products, Borth opens power and
cordless tools to allow customers to handle them, puts small
items in bins on the slatwall, and uses a large open shelf for
any items on special.
With all the extra space available on the tool dealer's
extra-wide truck, Borth had the ability to create three separate workspaces. The first is his desk, where customers can
place products they want added to their accounts while they
continue browsing. The second workspace is right below his
slatwall; this is where Borth displays fast-moving products like
magnets, mirrors, pocket lights, etc., as well as popular cold
drinks and snacks. The last space is located by the door; Borth
stocks apparel here and uses the space to demo products.
Apart from Borth's fresh take on organizing and displaying
his tools, the relationships he builds with his customers are
really what keeps his business going.
" I am not a pushy salesman, " Borth says. " It's just not my
personality. I let the product speak for itself, and I work hard
to provide excellent customer service. "
Borth worked as a Mercedes-Benz technician for
nine years, so he's able to use his knowledge and experience to help make the sale since he's used many of these
tools himself.
" If I sell something I've never used or sold before, I ask
how it works or why [the customer] wants this particular tool, "
Borth says. " This helps build my knowledge for the products
available, and [allows me] to better serve future customers. "
To view more photos of
Borth's truck, visit:
VehicleServicePros.com/
21209093
Jonathan Borth
Texas Hill Country
12 Professional Distributor I March 2021 I VehicleServicePros.com
http://www.VehicleServicePros.com/21209093
http://www.VehicleServicePros.com
march2021
Table of Contents for the Digital Edition of march2021
Editor's Note: What is your warranty game plan?
Gear up to cool down
Show Me Your Truck
Most Wanted
Sneak Peek
Go Sell Something: Make your presentation numbers add up to additional sales
In Focus Products
Diagnostic Tech: Developing a big picture on network topology will provide a diagnostic edge when troubleshooting communication issues.
Driving Sales: Power & Air Tools
Tales from the Road: How a newcomer to the tool business ensures rural South Carolina is well-stocked, from toolboxes to telescopic magnets.
march2021 - 1
march2021 - 2
march2021 - 3
march2021 - Editor's Note: What is your warranty game plan?
march2021 - 5
march2021 - Gear up to cool down
march2021 - 7
march2021 - 8
march2021 - 9
march2021 - 10
march2021 - 11
march2021 - Show Me Your Truck
march2021 - 13
march2021 - Most Wanted
march2021 - 15
march2021 - Sneak Peek
march2021 - 17
march2021 - 18
march2021 - 19
march2021 - 20
march2021 - 21
march2021 - Go Sell Something: Make your presentation numbers add up to additional sales
march2021 - 23
march2021 - In Focus Products
march2021 - 25
march2021 - 26
march2021 - 27
march2021 - Diagnostic Tech: Developing a big picture on network topology will provide a diagnostic edge when troubleshooting communication issues.
march2021 - 29
march2021 - 30
march2021 - 31
march2021 - Driving Sales: Power & Air Tools
march2021 - 33
march2021 - 34
march2021 - 35
march2021 - 36
march2021 - 37
march2021 - Tales from the Road: How a newcomer to the tool business ensures rural South Carolina is well-stocked, from toolboxes to telescopic magnets.
march2021 - 39
march2021 - 40
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