Cornwell Quality Tools dealer Tracy Bourdon designed his 2023 Freightliner from Summit Bodyworks in Colorado in June of 2022, but, because of COVID-19 delays it wasn’t until nearly seven months later, in January, that the truck was finally sent out on its first route.
Getting started
Bourdon has been selling tools since 2020 when he and his wife made their first truck live at the height of the COVID-19 pandemic. Despite the challenges the couple faced, Bourdon leaned on his background of 20 years as a technician and he and his wife Monica Bourdon hit the ground running.
“It was a leap of faith,” Bourdon says.
In their first year, they ranked as No. 34 in Cornwall’s Top 100 tool dealers, and now they have around 380 to 400 loyal customers.
At three years out, Bourdon’s business is right where he wants it. His routes run in some of the bigger cities in Northern Alabama, like Huntsville, Madison, Athens, and Decatur. Today, they’re 100 percent family-owned with Monica working full time with him.
Bourdon services mostly mechanic shops, a few body shops, a couple of heavy duty shops (both independent and dealership), and even one boat shop.
Building the truck
While at a tool show, Bourdon was able to speak with a representative from Summit Bodyworks and design his truck on the spot.
Knowing he would need room for both himself and Monica, Bourdon picked a truck with a 24’ wide body box. This allowed for plenty of room to stand in the truck and talk to customers without feeling too cramped.
Additionally, when customizing the truck, Bourdon added slide outs for tool mounting, a bigger refrigerator so they could continue to offer drinks to their customers, and two empty spots on the back of the truck for storing carts.
Perhaps the most important addition of all to the truck is Bourdon’s Aussie doodle Deezal, the dog that’s been riding with him since he was eight weeks old.
“We have customers come to the truck just to see the dog,” says Bourdon. “He’s got his favorite stops, and he likes to see everybody and greet [them] at the door... it makes everybody’s day go a little bit better.”
Everything has its place
When you first walk onto Bourdon’s truck, you’ll see a long, open shelf with tools on display so customers can peruse without the need for opening and closing drawers.
“My district manager turned me on to that,” Bourdon says. “He goes, ‘Dude... you open this stuff, you won’t believe what kind of sales you have.’ At first, I was like, ‘No, it won’t [make a difference],’ but it made a big difference.”
Bourdon keeps his tools neatly organized, with wrenches together, sockets together, and separate categories of tools and equipment designated to certain parts of the truck. This type of organization has been incredibly helpful for Bourdon’s customers, especially those with specific jobs they need to accomplish that require distinct tools.
“They know they go to the back corner of my truck and that’s all Milwaukee,” explains Bourdon. “A lot of guys really don’t have to ask, ‘Hey, where’s this at?’”
In fact, Bourdon’s organization and cleanliness is one of the things customers compliment the most when they step onto his truck. His background as a technician has made it easy for him to understand and anticipate the needs of his clients. He knows they want to be treated well, and the best way he can accomplish that is by making their buying experience organized and efficient.
Making it easy for the customer
Tuesday through Friday, Monica helps out with their computer station on the truck. Equipped with a monitor that can swivel back and forth between her and the customer, she’s able to help any buyers out by showing them their account, their balance, the digital catalog, and whatever else they might need assistance with.
Since they kept space in mind while building their truck, Bourdon is able to use the workspace across from Monica to help customers with any issues they’re experiencing.
“She can be dealing with the customer at the computer [and]… if somebody’s got a ratchet that needs to be rebuilt or they’ve got an issue...that allows me to do what I need to do on my side,” says Bourdon.
Time and time again, Bourdon says he and Monica have been blessed with not only their customer base, but also the great successes they’ve experienced.
“The economy worries me a little bit,” Bourdon admits. “But as the pandemic showed, technicians aren’t going anywhere because people are always going to have vehicles. In my opinion, this profession may slow down a little, but it’s never going to stop.”
