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Have you taken any time recently to consider what it is you're selling? I mean, beyond just product for repair techs. What it is that you offer beyond what other tool sellers offer, whether those sellers are retail outlets, online sources or other mobile dealers?
Do you sell tools? Do you sell service? Do you sell value? Do you sell a combination of these? Knowing what you're selling now and where you want to be could help you adjust your technique.
Selling tools
If you sell tools, you need to be sure that the tools and equipment you offer are exclusive in some way to your truck, so that everytime you drive into a shop, customers are waiting to get on your truck to see what you have and look through new tools. This brand-specific approach can be diminished if (through no fault of yours) your product line begins to suffer image problems.
Selling value
If you sell value, you are reducing the tools on your truck to price points. You need to be ready to compete with catalog prices from other area dealers, as well as the internet. This approach can work, but customers will rarely see your product for what it is, and more for what they can bargain it down to.
Selling service
If you sell service, you're going a step beyond the selling tools. Techs who know you will know that beyond the tools, you do what you can to make their work easier, whether it's quick and easy repair or replacement of tools, quick turnaround on special requests or other actions you offer.
Selling yourself
If you sell yourself, you are most likely selling a combination of these things. You sell a tool you trust at a price that's reasonable for you and the customer, and you back the product for repair/replacement or whatever may be needed. You most likely feel at ease with the majority of your customers, and they are at ease with you. They look forward to your visit each week (and not just to get out of the shop for 10 minutes).
If you feel your business isn't operating at the level you think it should, take an honest look at what you're selling to your customers and consider whether it needs to be adjusted.
Brendan Dooley
Editor
920-568-8363
Fax: 920-563-1699
brendan.dooley@cygnuspub.com
1233 Janesville Ave.
Fort Atkinson, WI 53538
author: Brendan T. Dooley