Making power tool sales surge

DnOf'tfS await retailers who make I their power tool aisles effective and electric, according to Todd Facey, consumer products manager at S-B Power Tool Co., manufacturer of Skil and Bosch tools.

But, says Facey, "the first step is to decide who your customer is and what he wants. Portable electric tools range from $19 to $300. If you decide your customer is d-i-y, you must be extremely price competitive.

'Everyday Low Prices' are important."

Serving professionals requires stocking heavier duty, higher quality products and increasing your staff's product knowledge. Pro-oriented dealers often work more closely with the tool manufacturers, who may stage quarterly or annual product knowledge sessions.

"If you narrow your focus down to contractors, you should develop a contractor desk, keep earlier hours and offer special discounts," Facey advises. "Contractor lunches seem to work better than contractor breakfasts. You can also conduct more targeted marketing with direct mail. Jobsite calls are also effective."

Other tacks for increasing power tool sales include: o Make the products accessible. Afraid of potential pilfering, many stores display their expensive tools in locked cases or cages. That keeps them out of the hands of not only potential thieves but also potential buyers. Look into security devices such as sensor labels and restraints that allow the products to be handled. Displaying tools outside of cases also enables them to be cross merchandised with other products. o Make the presentation orderly. "Consumers are deluged with products," Facey says. "A store might have three to eight different models of cordless drills, with a choice of colors. Consumers become verv con-

It's helpful if you can get customers to handle the tools, but then insurance questions come into play. "A lot of home centers would like to have "Do It" or "Test It" centers where consumers could try out a sander or a cordless drill," says Facey. "But there are concerns about insurance. What happens if somebody loses a thumb?"

Story at a Glance

Spark power tool sales tailor your section to your customers d-i-yers vs. pros.

fused. So, some home centers are narrowing their SKUs. Rather than trying to carry every brand that's out there, they're partnering with two or three major brands."

Other ways to organize the department include merchandising tools by voltage or separating the d-i-y from the professional tools.

o Get an edge. Attempt to be the first one carrying a new product or try to get an exclusive on a particular product in your area.

"The bottom line," sums up Facey, "is know who your core customer is, present the products well, and have a knowledseable staff."