If you read this column regularly you know that I’ve been selling hand tools since 1977 and although I’m mostly retired I still consult companies who are trying to get their products on your truck and in the hands of your customers. In those forty-seven years, I’ve trained and had literally hundreds of salespeople reporting to me at one time or another.
A fact that has always intrigued me is that many of the most successful salespeople I’ve worked with don’t know which end of a screwdriver to use or could care less about how to build or fix anything using the hand tools they sell.
So, let’s dig in and talk a bit about how to succeed as a mobile jobber if you’ve never been a tech and if you too have no idea how to install a water pump or exactly where the water pump is.
Use your lack of knowledge to your advantage
You’re not the Lone Ranger! There are a good number of mobile jobbers who came from a corporate or another non-technical industry position, wanted to get into their own business, looked into the available franchises, and chose the automobile aftermarket as an opportunity for them to succeed. And with the 2024 Aftermarket Profile saying 84 percent of the shops and technicians buy from a mobile, this industry is a good bet for success.
Surprisingly you can use this lack of knowledge to your advantage. Actually, now that I think of it any jobber experienced or not may find some of these ideas helpful.
First and foremost, do not adhere to the old adage, “Fake it until you make it.”
It will take about a New York second for an experienced technician to see through your baloney and either call you on it or just not ever buy from you. If you don’t know, don’t pretend you do.
By and large, people want to help, so man-up and ask for it.
If you are really new on the truck, simply start a conversation with the technicians at your stops and explain that you are not a technician, you’re learning the business, and you would really appreciate their help in getting started.
Simple questions like:
- “Could you tell me what tools you recently bought from my predecessor?” I know that if the previous jobber on your route kept good records you may already have the information but ask anyway. The objective here is getting them to talk to you about themselves and their tools.
- “Could you show me some recent tools you purchased from any of the mobile jobbers who call on you?” This too will relax the customer and allow them to brag somewhat about all the stuff they own. Just like a golfer with new clubs or a hunter with a new rifle people love to tell others how smart or cool they are. Additionally, this will give you a good idea of how locked into the competition this prospect is.
- A really good conversation starter is, “We recently came out with this new XYZ tool (have something new in your hand) could you explain how you might use this?” You will probably already know the answer, but it gets a conversation going.
- “Could you tell me what you look for in your mobile jobbers?”
- “Do you prefer to talk on the truck or here in the shop?”
Anything to get the tech thinking and talking to you is the best first step. And in reality, they most likely really don’t care if you know one end of a vehicle from another.
Try using "The New Guy Close"
As a newbie on the truck, you will find yourself giving a presentation that doesn’t go so well. This is the perfect time to you one of my favorite closing techniques…The New Guy Close.
You use this closing technique when the demo is done, and the customer has said no. You simply say, with your tail a bit between your legs, “Mr. Prospect, as you know, I am pretty new at this, and I respect that you are not going to buy my whatever. I know this is a good product, and I know my company sells a lot of them. Could you help me by letting me know how I could improve my presentation skills and what I missed when giving you this presentation so the next time I will do better?”
You will be amazed how most people will open up and let you know what you did right and where you could improve. And sometimes they will say something like, “I was hoping this product had this capability," or some other point you missed and you reply …"I can’t believe I missed that feature/benefit. My product does do that. Now that you know my product will meet your needs do you want to buy it?”
It really doesn’t matter if you’re a seasoned professional jobber or new on your truck last week. Make your calls, present your products, keep your promises, don’t discount your products, and ask for the order.
Now….Go Sell Something.
