he impulse to buy IOOIS

UNISEX merchandising. Women buy a lot of tools for their own use as well as gifts. Cordless tools are great for "kitchen" toolboxes and should be cross merchandised in the housewares section,

DISPLAY tools out of their boxes, using a chain or other safety device to prevent theft. A tool in the hand is more appealing than a tool in a box.

PROMOTE Christmas and Father's Day as occasions for tool gifts. Schedule a how-to clinic after the holiday for those who receive tools and need to become familiar with them.

ATTITUDE ADJUSTMENT can be a powerful sales tool. Let the customer handle the tool to see how comfortable and how easy it will be to use. Assure him that it is a good value. Emphasize that it will satisfy his needs well.

LOCATE tool displays in the same spots that you put smaller, less expensive impulse items, near the cash register and in the aisles. Display several models with a backup supply. Use good signing to emphasize the benefits and stress the "good buy" features.

TRUCKLOAD sales will move tools. Have your distributor loan you a truck for a parking lot sale and manpower for demos as well as selling.

Story at a Glance

Twenty ways to encourage your customers to buy more tools. how everything from impulse sales to long term planning can help you get your share of a $1.57 billion market.

REBATES are frequently offered by tool manufacturers. Advertise them and reap the benefits in additional sales.

BRAND NAMES give a shopper confidence in his tool selection. Always stress the manufacturer, quality, warranty or guarantee.

CO-OP ADVERTISING should be used to its fullest.

HOBBYISTS buy tools. Encourage or sponsor woodcraft and woodworking classes and clubs to develop customers for tools as well as wood and other materials.

BOOTHS at local home shows or in shopping malls will introduce your store and promote your image as a tool source. Give demonstrations and provide those attending an opportunity to try out some of the tools.

VHS CASSETTES for loan or in store use can show the advantages of various tools as well as techniques in using them.

A PROGRAM available for clubs and service groups wanting speakers can demonstrate the use of basic tools for home repairs and establish the store's reputation as headquarters for tools.

REPAIR and MAINTENANCE service for tools will keep both the professional and the d-i-yer coming into the store.