Cornwell distributor Jason Neil has been in the tool-selling game for around 25 years now. During that time, he’s been both a distributor and a district manager but has ultimately come back to being a distributor because it allows him to do his own thing.
Growing up, Neil’s father owned a service station that introduced the distributor to the world of cars. Neil would pump gas and perform some light mechanical work, and it was through watching his father run his business that Neil decided he wanted to run his own business as well.
“I wanted to own my own business,” Neil explains. “But one thing that I was struggling with is [my father] always had issues with employees, and I wanted something with either very little employees or no employees, and that's ultimately what led me to being a dealer, the fact that there I just had to worry about myself and not anybody else.”
Keep ‘em coming back for more
Along his route through north Seattle, Neil mainly visits independent shops with dealerships and body shops rounding out the rest of his customers. Aside from showing up every week with a full truck and carrying his tote bag into every shop, Neil sets himself apart by offering a variety of promotions to his customers.
“I run a lot of promotions,” Neil says.
From giving away Seattle Kraken hockey tickets to a toolbox full of tools to virtual reality goggles, Neil keeps his customers coming back for more by running a new promotion every quarter. But that’s not all. On top of those promotions, during the holidays, Neil likes to give away some freebies to all his customers.
“Every Christmas I give away to every single person on my route a bag of Almond Roca, and I give them a $20 off Christmas cash coupon,” Neil notes.
Additionally, during Easter, he likes to give away Peeps along with tons of candy during Halloween.
Tips for new distributors
Over the years, Neil has seen the “right” and “wrong” way to do things in this business. His three tips for distributors just starting out are to be consistent, surround yourself with successful people, and vary your types of payment options.
Be consistent
Neil notes whether it’s showing up on time or following through on getting a tool to a customer, the best way to find success as a distributor is by being consistent.
“There's always gonna be somebody else around that has more tools than you on your truck,” Neil says. “And if you don't have [a tool], a lot of times guys can't wait. They need it that day or the next day, so if you don't have it that day, and they're in a jam, you better figure out how you can get it to them the next day.”
Surround yourself with successful people
Neil recalls that he got to where he is today by talking with other distributors and learning from them. He notes that he’s often in contact with Cornwell’s number one distributor, and the two like to discuss how much they’ve sold. For Neil, hearing that the other distributor may have sold more for him that day helps to motivate him.
“You're not gonna get that motivation from a person that's not doing good or somebody that has a negative attitude,” Neil says.
The distributor has a keychain from when he first started as well as a medallion that both say, "Attitude is everything." He likes to keep them close as a reminder to always have a good attitude.
Vary your types of payment options
Nowadays cash, checks, and credit cards aren’t the only available means to pay for goods and services. Apple Pay, Google Pay, Venmo, and many other mobile payment methods are available as well.
Neil recommends having an alternative credit card processor that allows you to accept more forms of those mobile payment methods.
“There are other avenues to collect money,” he says, “and you have to eliminate your customers’ excuses for not paying you.”
