For 30 years, Steve Werth owned an independent carpet-cleaning company. The business did well, but after three decades, it was time for something new. So, at the end of 2020, Werth sold his business and moved into the world of tool distribution.
“I called Mac [Tools] and, in my area, there wasn’t a [Mac] distributor,” Werth explains. “So, I said, ‘Well what’s it take to become a Mac guy?’ They sent me some literature… and about a month and a half later, I was a Mac guy.”
Not every customer is the same
Werth operates his route out of Colorado, stopping at both dealerships and independent repair shops, but he does best at the smaller independents. No matter where his truck takes him, one of the biggest challenges comes when it’s time to collect the bill. It’s a balancing act of cultivating good relationships with your customers, ones where you can loan out a tool in good faith with the promise that payment will eventually come, but also making sure that your customers don’t take advantage of that kindness and skip out on the responsibility.
“There’s going to be some that just aren’t going to pay you,” Werth says. “They’re going to run and hide, and you just have to overcome that and not let that bleed over to the guys in the shops that are honoring the agreement.”
It’s important to remember that not every customer is the same, so don’t let those bad experiences with one technician affect your relationships and trust with another. To keep those good relationships, Werth makes sure to not overpromise and to follow through on what he says he’s going to do. More than that, he tries to be personal with his customers, always carrying a smile and letting his passion for the job come across in his interactions with technicians.
“If you’re not feeling well, they see it in your demeanor,” Werth explains. “You want to stay positive and show your passion. Be excited about your tools, what you’re seeing, and hopefully they catch on and start to feel that passion.”
The perks
While difficult customers can certainly be a drag, for Werth they don’t hold a candle to the positive aspects of being a tool distributor. This industry has allowed him to not only travel in his community and offer service to technicians, but it’s also allowed him to travel to tool shows and meet all sorts of interesting people along the way.
“There’s some you can’t get enough of and enjoy being around and then a few you hope you never see again,” Werth jokes. “It’s been a lot of fun that way. A lot of people, lots of walks of life, but it’s always interesting.”
Establishing yourself, learning your customers
Werth is a strong believer in running your brand. This means he doesn’t go to outside or third-party brands and manufacturers to get his inventory, it’s all strictly Mac Tools. While this sometimes means that certain products come a little slower, it’s worth it to Werth.
Getting the word out to his customers, Werth finds that showing his customers the benefits of a certain product — how it might increase their shop’s efficiency —helps in scoring the sale. It’s also important to know the unique quirks of your customers. Perhaps one tool might not sell well at your first stop, but it doesn’t mean you won’t have success at the next.
“Some people buy for the color,” Werth says. “Some guys like color, it’s more so the younger, newer technicians. They like seeing the colors and everything, versus the older, senior techs [who] just want a product that’s going to work for them to make their job easier. The million-dollar question, what’s hot and what’s not? I suppose if I knew the exact answer to that, I’d probably have ten trucks.”
Since he started on the truck, Werth has expanded his selection of tools, growing his R.B.R.T. products and focusing more on wrenches and sockets.
“It’s [about] getting the word out and letting people know what’s out there today,” Werth says.
The next stop
When Werth looks to the future, he sees himself retiring someday, staying healthy, living his life as a grandpa, and spending time with his family as he gets older. For now, he’ll continue to take care of his customers and make sure he’s there when they need him. His time with Mac isn’t over yet, and he continues to mentor other distributors in the industry when he can.
Werth’s neighbor, a fellow distributor who flies under a different flag, shared some advice with him that he now offers to the distributors he mentors.
“It’s the three ups,” Werth says. “Get up, dress up, and show up every day and you’ll be successful.”
