august2022 - 37

with a thank you to your customers.
If you have a hometown newspaper,
send them a picture and a note about
the results. Small newspapers are dying
for content about good deeds.
Host an after-work selling event
and fundraiser: This takes a bit of
work to pull off but can increase your
sales, entertain your customers, and do
a good deed too. These events are often
operated by two or even three mobiles
carrying the same major logo whose
territories are connected. This makes
for a bigger and more profitable event.
First, find a location, preferably a
sports bar with some outside seating
and lots of space. Explain to the bar
owner about the event, and that there
will be mobile trucks selling in the
parking lot, and if you work it right,
there will be some manufacturers there
helping you sell.
Now, decide on a date. Bars like
events on Mondays since that is usually
a slow night for them, and many of your
customers will be available that night.
About three months out is a good target.
Now, start contacting your wholesale
suppliers for any specials and
giveaways you can get. Also, do not be
afraid to contact your manufacturers
directly. Invite them to the event and
hit them up for specials, prizes, and
giveaways. If you ask and don't hear
back, ask again. During my KNIPEX
days, we often received these requests.
Be sure to invite your district and even
your regional manager.
It is always a good idea to include
a raffle for a grand prize or two at an
event like this. Sell tickets to the raffle
at the event raising money for a local
good cause.
Work out the specifics with the bar
on food and drinks. Hot dogs and burgers
are fine. Don't over do it. A ticklish
item is the serving of alcohol.
I do not suggest hosting an open bar.
There is way too much chance of a liability
problem if you do. A good way to handle
this is to give each person two free soft
drink / beer tickets, and then any additional
drinks or hard stuff is on them.
Run the event from about 6-8 p.m.
and have a good time. Don't forget your
reason for being there is to sell tools so
have some great demos going and ask
for the orders.
Over the years, I have spoken to
mobile jobbers who have sponsored
golf outings and fishing and hunting
trips for their larger customers, and all
these can certainly be fun, but do they
really build their business?
As an independent businessperson,
you have the right to operate
your business as you see fit, and
running a promotion can certainly
be a change of pace from your daily
tasks, but always remember the primary
goal of your business, which is
to sell more stuff.
Now go sell something.
ALAN W. SIPE has spent
the last 42 years in the
basic hand tool industry
including positions as
president of KNIPEX Tools
North America, senior vice president
of sales and marketing at Klein Tools,
manager of special markets at Stanley
Tools, and sales manager at toolbox
manufacturer Waterloo Industries.
Currently, Sipe is the owner of Toolbox
Sales and Consulting, a company
specializing in sales strategy, structure,
development, and training.
alansipe@gmail.com
Professional Distributor I August 2022 I VehicleServicePros.com 37
JJ Ying | unsplash.com
http://www.unsplash.com http://www.VehicleServicePros.com
august2022

Table of Contents for the Digital Edition of august2022
