Never assume that just because your customer already owns a piece of equipment that they’re happy with it or aren’t looking for an update or an accessory for it.
“Technicians want to know ‘what’s new’ when a distributor visits a shop,” ANSED Diagnostic Solutions’ National Sales Manager Todd Haner says. “Don’t wait for your customer to ask you or your competition might beat you to the sale!”
Overall, when trying to help a customer get the best tool for them, Mac Tools distributor Jim LaJoy advises to just ask them what they’re looking for -- don't just assume.
“I'm not really a pushy salesman,” LaJoy explains. “I'm just…trying to give them what they need, and I want the guys to be happy and satisfied with what they've purchased.”
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.
