Inventory matters

MacRae notes that in his five and a half years as a distributor, he’s watched some of his customers go from lube technicians to master technicians, and he’s glad to have been able to help them get to that level. But his relationships with his customers go beyond watching them grow professionally, as he’s also watched them grow personally – getting married and starting their families.

 

“It’s all part of the relationship I have with my customer base,” MacRae says. 

 

 

Every industry has its challenges, but MacRae notes that one of the most difficult parts of being a distributor is maintaining “relevant” or “trendy” inventory or even just keeping products in stock. 

 

“Out of stocks [are] probably the worst thing you could have on a tool truck, and sometimes it's out of your control,” MacRae says. 

 

However, after spending 33 years in the beverage industry, MacRae learned a lot about marketing and sales. 

 

“You got to know what they need and you gotta be able to have it on the truck,” he says. “Because when guys come on the truck, basically, you get a 3-minute window. They're not there to socialize and ask you how your day is. They're in there to get the tool.” 

 

 

Sometimes having the right inventory means selling more than just tools. Though MacRae ensures he has the products that each of his customers needs, whether they’re an independent shop, a body shop, or a heavy duty shop, he also carries beyond what the average tool distributor has on their truck. 

 

Two weeks a month MacRae’s wife will make baked goods from scratch for him to sell on the truck. 

 

“She makes the best banana bread in the world,” he says. “I got guys that raise chickens and give me eggs just to bake them brownies and cookies. I also carry ice cream on the truck, which is free, and they'll still go to the banana bread and the brownies first.”

 

Additionally, come November, MacRae changes out a section of his truck to prepare for the holidays. 

 

“Technicians don't have time to go Christmas shopping,” MacRae says. “A lot of these guys work six days a week because they make their extra money doing side jobs on Saturday, so I carry diamond necklaces, diamond earrings, G shock watches, candles, hand mittens, cooking attire for BBQ grills, and things like that.” 

 

The distributor also makes sure to speak with everyone at the shop, not just the technicians. By doing this he increases his customer count from around 250 people to about 350 during the holiday season. 

 

With MacRae’s unique inventory and the reliability he provides his customers, others may wish he would expand his business, but for now, the distributor says he’s looking to, “Drive my tool truck towards the sunset and then retirement because the ocean’s not that far from me.”