Sales tip: Don't trust just one WD with a critical order

June 18, 2014

Always order two of the same tool.

"One lesson that I've learned is to not rely on one WD to deliver a tool that you need the next day. Always order from two WDs if it's a critical order," says independent dealer and eight-year veteran Bridget Lankford of Central Carolina Tools & Supplies in Durham, N.C.

"What do you do when you end up with two of the same tool?" I asked.

"Put one on the shelf for a month and a half, and if it doesn't sell, send it back," says Lankford. "I always put the higher priced one on the shelf -- just in case."

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About the Author

Phil Sasso

Phil Sasso is president of Sasso Marketing Inc. (www.sassomarketing.com), a technical marketing agency providing advertising, public relations and promotional services to tool and equipment marketers. Subscribe to his free marketing tip at philsasso.com/blog.