Mac Tools focuses on improved recruiting strategies and launches new products

1. Easier to work with

While Mac’s slogan has long been “Great to work with,” Cox wants to make it so that Mac Tools distributors can be even better to work with. In order to meet that goal, the company will change several of its programs over the course of next year.

The first of those changes is product shipping.

“We've immediately changed our shipping windows at our Columbus distribution send-out,” Cox said. “Orders received by 11 AM will now ship same-day from our Columbus distribution center.”

Cox next addressed the point of sale system Mac distributors have been using.

“We are in the final stages of securing our next generation point of sale operating system,” Cox said. “Our plan is to invest $6 million in this system that will be game-changing to the way [our franchisees] run [their] business.”

The goal for the new system is to be quicker, enabling distributors to be more productive each day, he said. This would allow them to service more customers or potentially even finish their route earlier to be home and spend more time with their families.

2. Recruiting

The second focus for Mac Tools in 2020 is recruiting new distributors. Cox said they’re doing that by encouraging current franchisees to refer people they think would make good tool dealers.

Mike Brubaker, director of category management at Mac Tools, said one way they’re encouraging referrals is through a revamped referral program. Where previously Mac distributors were rewarded with tool storage, they can now choose between a toolbox or cash for the first referral, and a larger toolbox or a larger dollar amount for the second.

He also noted that Mac has put incentives in place for current franchisees interested in adding a route to their business.

“If you’re qualified and you're thinking about expanding by adding a route, then we're willing to put money behind that to help you do that,” Brubaker said.

3. New products

The last area of focus for Mac Tools in 2020 is new and innovative products.

“We will continue to deliver world class products and be the first to market with our innovation,” Cox said. “Our global tools and storage team that is here this week ... is a world class team of engineers and product managers that support this business and bring this amazing product. We delivered over 1,200 products in 2019, and our plan in 2020 is a little over 1,500 products.”

At this year’s Tool Fair alone, Mac launched over 100 new products in a range of categories. In tool storage, for example, the new 27” entry-level Edge series toolboxes cater to students and technicians just starting out, while the new high-end Macsimizer HD line comes in five automotive-inspired colors.

Other significant product launches included an expanded line of Rounded Bolt Removal Technology (RBRT) tools, a dual-action orbital polisher/sander, a Bluetooth-connected smart torque wrench, new lighting products, and updated scan tool software.

Focus on training

Mac’s focus on training was apparent at Tool Fair 2020, with various training sessions taking place throughout each day of the show. Topics included selling RBRT tools, the new smart torque wrenches, tool storage, and, of course, diagnostics.

“You can't ever stop training in this business,” Brubaker said. “People ask us how many times we're going to train diagnostics, and the answer is: every chance we get. Because we want you to be confident in selling it.”

Additionally, Cox said training is a focus on the truck in addition to during meetings and events, and the company has a digital training platform of on-demand videos. Mac Tools wants their representatives to be knowledgeable in the products they sell. It’s all part of being great to work with.

Made in U.S.A.

Mac Tools is also working on bringing more of its production inside the U.S.

“A big initiative for the company is a strategy of ‘make where you sell,’” Cox said. “If you’re selling a product in the U.S., make it in the U.S.”

With a majority of Mac-branded hand tools and tool storage already built in Dallas, Holliston, Massachusetts, and Allentown, Pennsylvania, the company is looking to shift more production stateside.

“We would love for all of our core product lines … to be absolutely made in the U.S.A.,” Cox said. “When you think of Mac you think of huge toolboxes, carts … we want all of them made in U.S.A. The core products, ratchets, wrenches, sockets, they have to be made here.”

In the meantime, Mac continues to focus on improving operations for its distributors by investing in upgraded systems, recruiting practices, and innovative new products.

“The most important thing for this business is to enable the franchisees to better manage their business, make them quicker, make them more efficient,” Cox said. “If each of these franchisees could see 10 more mechanics a day, or get another half hour with their kids every day ... That's why we’re [making these changes].”

For more photos from Tool Fair 2020, visit the gallery.