Tales from the Road: Ruler of the rural route

It’s clear Dave Peay takes great care to attract and retain customers, from the items he stocks to the way he runs his business. He ensures rural areas have access to tools, even during the pandemic. But he hasn’t always been in this line of work. Before he made the leap into tool distribution, he worked in construction.

Frustrated by the inability to work during inclement weather as the head of his own construction company, he sought more stability. It was time to make a change.

"I wanted to get back into sales," Peay recalls of his decision to leave construction. "My neighbor was [selling tools] at the time, so I went on a couple ride-alongs with them to see what the business was about. I liked the fact that you're constantly doing something in a different area and speaking to different people all day."

Now, this veteran distributor has been in the business for 15 years, spending many of them as a Matco tool dealer before going independent. But this is the second time he’s done so – he’s coming back for round two, stronger than ever. After a two-year respite, he returned to tool distribution, and he hasn’t looked back.

Peay is now a multi-route operator and tool dealer with the GEARWRENCH Street Team out of St. Mary's City, Maryland. His routes run through St. Mary's County and Calvert County as well as other rural areas. He runs this territory solo, with frequent city trips to show off his wares. He’s doing quite well for himself, even during a time when some businesses have suffered. 

Peay navigates southern Maryland in his GMC 5500 TopKick with an 18’ box. He plans to upgrade to a 20’ Freightliner in the near future. In addition to hand tools, fasteners, and other goodies, his box is stocked with a variety of different electronic scan tools. Though the customer base he serves subscribes to a more slow-paced way of living, Peay says he and the rural community find electronic diagnostic tools integral to automotive repair.

"You've got to have good diagnostic tools these days," Peay says. Though he has a wide variety of repair tools on hand, he also makes sure to stock fun items like beef jerky, energy drinks, and other items to keep customers engaged -- and coming back.

“I’ve got a candy jar, which gets the guys out to the truck most of the time,” he jokes.

"[The pandemic] kind of slowed things a little bit this year, I think. But overall, it hasn't been a huge blow to the industry," Peay says. "People aren't driving as much or needing to get the work done.” Luckily, he notes, distributors are viewed as essential workers, and have been able to keep working with the customers who need tools to perform repairs. 

To this enterprising independent dealer, there’s one thing that sets him apart from others in his field: his sterling reputation.

"I'm always doing what I can to help,” Peay says. “When new guys come into the shop, other guys tell them I'm the guy they want to do business with.”

He imparts similar advice to would-be tool dealers looking to break into the industry: be the guy others want to work with. He stresses the importance of remaining honest, flexible, and dependable. There's also the matter of being responsible with your income, which he believes is an important skill for anyone starting in the business.

"Remember that the cash in the drawer is not yours 'til all the bills are paid," Peay warns. "I've seen a lot of guys come and go. That's the best advice I can give.”

At the end of the day, Peay loves what he does and appreciates that this career path is the one that feels the most fulfilling.

“This is the perfect business for me,” says Peay. “It keeps me busy. And I have to keep busy. Otherwise, I go absolutely nuts.”