I recently found myself in need of sanding sheets to fit my Craftsman cordless detail sander. The one that is shaped like a clothes iron. You know the shape; to you men it is like a row boat viewed from the top.
Since all our Sears stores are defunct, I decided to go to one of the large home improvement stores whose name I will not state to protect myself, but let's call it Highs. So, I walked into Highs and found the tool section and located a picture of the exact tool I had and then looked for the replaceable sanding discs. OK, so they were not with the tools. I scouted the section and finally located a wall full of sandpaper packages destined to be used on power sanders. Hmmm, no design of a flat iron that bore the brand Craftsman was present. I did spot a generic brand that looked promising but then found it came in three different backing styles to attach it to the vibrating device. A peel and stick adhesive, a hook and loop and a Velcro choice.
Oh boy, so which does my old sander use, I asked out loud. To which, a sweet young child seated in a buggy to my side, asked who I was talking to. I smiled down at her and said “Just to an old dinosaur.” She then turned to her, until then, non-attentive mother and asked if the old man really had a dinosaur. “No honey,” was the mother's reply as she rushed off with the little one in tow and with a worried look over her shoulder. You can't make these things up, and yes one wheel was wobbling at her full speed gait.
I went back to the sander area and flagged down an associate team member and asked for help. After my question, he stooped over and scanned the security chained box, looked at his deployed Star Trek like phaser as it beeped and burbled, and smiled as it evidently had answered his inquiry. He then confidently led me a quarter mile to the bench grinder section, bent over, and from under the shelf proudly handed me a 2-pound grinding wheel for a bench grinder. I should have taken it and left but no, I had to take action that resulted in what now were 4 associates with phasers drawn pointing at the bound Craftsman box and they all looked like I had asked them to explain Einstein's theory of relativity.
Five minutes later I apologized to them and suggested they just bring this up at the next group session or meeting. A quick glance before I left Highs revealed them still in a huddle studying their phasers or whatever they carried in their holsters.
When I returned to the dealership, I found our parts guy helping a customer with a purchase. The parts guy asked if he knew how to install the sending unit, if he knew that it would take a special socket or bent wrench and that the removed terminal could be damaged in the crimp and then donating a new small crimp-on end with a Merry Christmas, no charge, meaning.
It made me proud. That was tribal knowledge in action. This time we provided a positive buying experience with a personal touch that I had not just experienced. Do we do that every time? Probably not, but it is going to be a goal from now on.
We, as independent dealers, must provide extra service and expertise to compete and win over the box stores and bigs. We can — and must — provide the sandpaper to fit our sanders to succeed. It’s our secret weapon in the market that makes customers come back and tell others to do the same.
Let us use and develop this asset of a complete customer service experience wisely. It is what can successfully set us apart. Til next time, wishing you miles of smiles and profits as I sand my wife's Christmas present.
Equipment Dealer Tips, Tales & Takeaways is brought to you by NAEDA.
The North American Equipment Dealers Association (NAEDA) is a non-profit trade organization representing retail dealers in the outdoor power, agricultural, construction, industrial, forestry, lawn and garden, and turf equipment industries. In today’s complex, high-stakes environment, protection goes beyond policy; it requires a strong, informed voice. NAEDA is that voice. We know the industry, understand its challenges, and stand ready when the unexpected strikes. By strengthening dealer–manufacturer relationships and advocating for fair, forward-thinking policies, NAEDA ensures members are heard, protected, and supported. One Unified Voice: Advocating. Defending. Protecting. The voice you trust. The support you need.
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Told from the perspective of an in-the-trenches owner/operator — Tim Brannon of B&G Equipment, Paris, Tenn. — Equipment Dealer Tips, Tales & Takeaways shares knowledge, experiences and tips/lessons with fellow rural equipment dealerships throughout North America. Covering all aspects required of an equipment dealership general manager, Brannon will inform, entertain and provide a teachable moment for current — and future — leaders within equipment dealerships. |
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