WDs and end-users, revisited
I can’t say I’m surprised by the open can of worms from my last post on WDs who sell direct to the end-user online, undercutting the mobiles. But it is a healthy debate. Let’s explore further:
Independent mobiles: What, specifically, are you doing to sell yourself and your service to your customers so that a price you can’t match isn’t that desirable? What can WDs do to earn your business, aside from not directly competing with you?
Flag trucks: Do you utilize WDs? If so, how much? If not, do you get everything you need from your brand, or do you just not carry what’s not available?
WDs: What are you doing to gain/keep the trust of your mobile customers? What value-addeds do you offer beyond quantity of SKUs?
Manufacturers: What are you doing to protect your product and brand in the aftermarket? Do you use Minimum Advertised Pricing policies? Have you in the past, or are you considering it?
February 29th, 2008 at 8:06 am
“What, specifically, are you doing to sell yourself and your service to your customers so that a price you can’t match isn’t that desirable?”
If a customer wants the price in the Tool Warehouse or Tool Web or Auto Source Today etc.. I tell him that in order to get that price he has to call on the phone or email his order in while supplying his credit card number and shipping address. I will bill him for the total sale plus handling and then I will charge him freight to deliver it to him. Oh, by the way, call the mfr for warranty
A little education goes a long way.
I’m also combatting the WD’s by offering products and services that they don’t offer. All I can do is be the service king in my neck of the woods. If guys insist on buying WD my truck has wheels and can roll to another shop in another town. I won’t bastardize my service for anyone.
“What can WDs do to earn your business, aside from not directly competing with you?”
They have a list of Mobiles that they can refer the end user to. Many manufacturers will not sell direct to me, forcing me to the WD’s. Why should the WD’s sell to my customer? They should be referring that customer to me. That is, if they want my continued purchases.