Being able to have a conversation with your customers about the products you’re selling is a part of making the sale, but if you don’t understand the products you’re selling, it’s difficult to convince your customers that this is something they need.
Independent tool distributor Richard Downing notes that his technical background as a heavy duty technician has certainly helped him with understanding battery maintenance and what tools his customers need, but even with that background, he still has to put in work to stay up to date. He likes to attend webinars put on by companies like SOLAR, TOPDON, or anybody offering a webinar on the topic. Additionally, he’ll just ask his customers.
“Honestly, I lean a lot on some of my more senior technicians,” Downing says. “I just try to touch base with them, feel them out. ‘Hey, what's coming out? What's new? What do I need to be looking for?’ And they're usually pretty helpful.”
Emily Markham is the editor of Professional Tool & Equipment News (PTEN) and Professional Distributor magazines. She has been writing about the automotive aftermarket since 2019, after graduating from UW-La Crosse with a bachelor's degree in English. During her first three years with Endeavor Business Media's Vehicle Repair Group, Markham also wrote for Fleet Maintenance magazine.
