Darrin Tenkhoff runs his route from Oran, Missouri, servicing independent shops, mom-and-pop garages, and the occasional dealership, though his biggest customers are heavy duty shops and agricultural shops. He's been in the tool business since 1987, taking over for his great uncle, who in turn took the business over from his father-in-law, who started it back in the '30s.
Tenkhoff joined the industry as a "wagon jobber," selling filters, brake pads, distributor caps, and other parts and inventory to service stations. When auto supply stores started popping up nationwide, he shifted away from that side of the industry to focus more on tools, although he notes that he's still selling tire products like wheel weights with plenty of success. He also says that he’s much happier selling tools than he was selling parts back in the day.
“I love selling tools, and I love talking to people about it, too,” he says. “I want to make sure [people] buy the thing that they need because if they do that, they don't think I'm just selling them [something] just to make money. I’m selling [tools] to give them an opportunity to make more money themselves because then, in turn, they will probably spend more money with me in the long term.”
Service, service, service
Funnily enough, Tenkhoff is back to carrying some of the foundational products he was selling in his wagon days. Chemicals like brake cleaners have a stable spot in his truck, as do tire products, air gauges, and a variety of bits and wheels. His advice for figuring out what to carry is simple.
“Whatever looks good, whatever makes a good profit for you that works good for the customer,” he says. “Just listen. Listen to your customer. Look around, see what they're using in the shop if you can get that also, but listen to them. That's why God gave you two ears and one mouth. Listen twice as much as you talk.”
Listening doesn’t just apply to your customers’ tool requests. It covers the complaints and personal issues your customers are dealing with, too, all of which give you the opportunity to make sure you’re helping your customers as best as you can.
"The big thing is taking care of the customer with the warranty. A lot of tool trucks will sell, for instance, my biggest seller is Milwaukee. And they'll sell [the products] to [their] customers ... but if it breaks on the customers, they'll just tell them, ‘You got to send it back to Milwaukee.’ Well, I don't do that. I take care of my customer. Service, service, and service. If I sell them the product, I want to take care of it for them."
Staying afloat as a distributor
The job doesn’t end when the customers walk off your truck. Most of the real labor and effort comes after the shop visits, and that’s where new distributors can find themselves in trouble, fast – especially if they’re working all alone.
“You got to, got to keep on top of your paperwork. You’ve got to keep on top of all your inventory,” Tenkhoff says. “Try to get to where you can buy things whenever [they're] at the best price and stock [them]. Just make sure you have good inventory for people to buy and see what's new out there to show them the new things. And that's very hard to do now, to keep on top of that, because there's so many things coming out, just constantly.”
As overwhelming as the business aspects of the industry may be, the important thing is to remember that at the end of the day, you’re talking with people, not numbers.
“Just be nice to everybody. Be their friend,” he says. “That's the biggest thing, I think. Don't just be a salesman. I don't think that'll get you very far.”
He gives the example of a recent customer who came to him looking to buy two impact wrenches that, aside from the size of the anvils, were identical. Tenkhoff asked a few questions to try and figure out why the customer wanted both and realized that the customer wasn’t thinking about what was going to work with what was already in his toolbox or what he’d actually be using day-to-day.
On Tenkhoff’s advice, the customer left empty-handed to reevaluate his needs. Although he could’ve gotten the profit from selling two near-identical tools, the value of the relationship he’s built far outweighs that temporary uptick in sales.
More than a customer
In his experience, the most interesting aspect of being a dealer is the relationships he’s built with his customers.
"They're friends. There's [been] a lot of them over the years. They're still in business and we've still got a relationship," he says. “You felt that they became your friends, and it's great to see them when you show up every week or every two weeks. I've broken down before and customers have loaned me their vehicles for me to get back home or to get a part or something to come back and fix it. There are so many customers I have like that that would do that for me. And that's happened a few times, so that's the greatest thing."
Tenkhoff is quick to point out that he hasn’t gotten this far on his own. The most important thing for a new distributor to have, according to him, is a solid foundation. While that includes having the capital to survive the first few rocky months of building up inventory and making payments, it also includes having people to support you.
“If it wasn't for my fiancée, I wouldn't be where I'm at,” he says. “She's helped me broaden my horizons, she does my paperwork and makes sure I'm on top of things with, ‘Hey, this here needs to be paid,’ ‘You forgot about this or this person here,’ ‘We’ve got to send this back.’ So if it wasn't for her, I wouldn't be where I'm at right now.”
Preparing for what's next
Having been in the industry for nearly four decades, Tenkhoff knows that it’s impossible to predict how the next few months will shake out, let alone the next few years and beyond. Although the future may be hazy, he’ll be prepared to face it thanks to his foundation in his family, his friends, and his faith.
“I’ve recently been thinking about it,” he says. “I really like what I do. I'm 58 years old; I'm looking four, five years down the road...what might happen? I don't know. I'm looking into the future, I just don't know for sure what that holds.”
