Sales Tip: Developing an approach

Cornwell Tools dealer Ben Aurich has cultivated his approach to selling based on his experience working as a technician. He understands the challenges his customers face.

With approximately 170 customers on the books and roughly 400 technicians on his route, Aurich is mindful of how much time he spends at each stop. He feels his “in-and-out” approach allows him to see as many customers as possible and keeps technicians from feeling pressured to buy.

“I hate feeling like I’m inefficient,” Aurich says. “I don’t want to short-change them, but if I know they don’t need anything, they don’t need me to sit there and look at them.”