Spotlight on TOOLS

I'OOLS are like automobiles, I basic model will do the job, most people want the one with extra features.

the but the mission and a removable, one-hour rechargeable 1 2v battery. variable speed reversing drill. With a pistol grip, the drill can double as a screw driver. Models for both the do-it-yourselfer and the professional builder are available.

A dealer who uses this philosophy to his advantage introduces new tools after the National Hardware Show with the ballyhoo of a new car dealer unveiling the latest models. He advertises "they're coming, they're here, they're wonderful," and invites everyone to see the marvelous new designs. He stages demonstrations and displays the new technology with showmanship. He makes certain no shopper leaves the store without hearing, seeing and having an opportunity to "test drive" the merchandise.

This year he has a wide selection of power and hand tools plus accessories to promote. Tool designers and manufacturers have outdone themselves, making tools easier to use, more powerful and better performing. The aisles of the National Hardware Show were jammed with innovative products. The following sampling gives you an idea of the exciting new merchandise available.

Other new cordless tools include a 9.6 volt jig saw to cut wood, metal and plastic. It comes with a three hour charger. A cordless screw driver with a three position, forward/ reverse/off, switch and its own wallhanging charger base has LED lights to show that it is charging. This tool is rated for medium to heavv d-i-v jobs.

Cordless tools, especially popular with do-it-yourselfers, continue to proliferate. Offerings this year include a drywall screw driver with a positive clutch mechanism, a 9.6v motor and a mechanical 2-speed transmission. A new cordless hammer drill offers a high torque DC 12v motor, mechanical two-speed trans- through metal four times faster than a conventional drill bit and lasts up to seven times longer. Manufactured in three lines for do-it-yourselfers and industrial use, it is extremely accurate.

Other new cordless models are a glue gun center and a glue gun. Designed for hobbyists and do-ityourselfers, the two state-of-the-art products are both mobile and versatile.

Electronic variable speed control with feedback that maintains the selected speed during cutting are features of two new jig saws. They also have built-in blade storage compartments.

Built for professional woodworkers, a new one horsepower plunge router utilizes German engineering with features such as a precision micrometer type depth stop, a cam lock and safety handles.

A new wire wrench has been designed to eliminate the need for scaffold when installing wire. Using the tool, an installer can reach up and wrap wires around beams or bar joists from floor level.

Propane or other high temperature fuels power a self-igniting torch which requires no matches or sparklighters. It's intended for brazing and soldering jobs.

Utilizing ultrasound, a range of sophisticated electronic measuring instruments are here for home and professional use. Useful for indoor and outdoor measuring, they feature a built-in calculator and multiple memories. Readings appear on a LCD display.

A carbide circular saw blade with a life expectancy 50 times longer than a steel blade also is new. In two sizes, the blade features 20 tungsten carbide teeth. a 5/8 inch round hole and a universal arbor.

A drill bit developed for use with cordless drills reportedly drills

Story at a Glance

How to use showmanship in merchandising tools latest developments in cordless and electronic products. a sampling of National Hardware Show offerings.

A new 2-7/2" brad nailer is useful for finish and trim work as well as cabinet assembly. Lightweight and powerful, it has a nose designed to reduce damage to work surfaces.

Personal tools gain new meaning with a grip aid which can be custom molded to the user's hand. Utilizing a high friction material, the product improves the gripping surface, reduces strain and promotes safety.

Self igniting with instant push button ignition, a cordless butanegas-powered tool resembling a large pen can be used as a soldering iron or hot air gun. The handle contains a three hour supply of fuel with a window gauge.

An aluminum magnetic level with a lifetime warranty holds fast to ferrous surfaces such as door jams, windows and steel studs.

Christmas Wrap

Christmas packaging, while not a technological development, is a fresh approach to promoting tools as gift items. With the holiday season just ahead, it is appropriate to make note of it.

Sell more with questions

I EARN why your customer is considering buying a L tool and you'll know exactly how to sell it to him. That's the theory of a dealer who specializes in meeting the needs of the weekend do-it-yourselfer.

Quoting industry statistics, he points out that 700/o of the tool purchases are planned in preparation for doing a project while l0% are bought for an emergency repair or one-time job. The other 200/o are impulse buys instigated by a good point of purchase display or demonstration.

Helping the customer select the right tool, which is often of better quality than he was planning to buy, is based on asking the right questions, our expert says. Selling up is not his objective although the result is often a bigger ticket sale. The purpose of his questions is to help the customer get the most for his money in both quality and satisfaction.

This dealer has discovered over the years that a customer is willing to pay more for a tool which will meet a specific need or make the job easier to do. Often the buyer is unfamiliar with the options available. In this case, the knowledgeable salesperson must help him to find the right tool.

When one of the store's sales people sees a customer looking at tools or is asked where a particular tool is located, he swings into action with a series of questions similar to the following.

o What sort of project are you doing?

o Do you do a lot of projects like this?

. Are you planning more or bigger projects using this tool?

. How often will you be using the tool?

. Are you familiar with how the tool is used?

. Are you looking for any particular features?

o Is it a replacement tool?

o What don't you like about the tool you are replacing?

o What additional features would vou like?

Story at a Glance

Examples of how a dealer has built a reputation as a tool specialist. ways to improve tool sales. . effective selling approach.

As he gets the answers to these questions, the salesperson begins to zero in on the experience level of the do-it-yourselfer and the quality of tool he will need to achieve satisfaction. If the tool will get little use, he helps the shopper select the best economical consumer tool. If the d-i-yer is experienced and will be using the tool heavily, he shows him the advantages of the heavy duty professional tools, pointing out the features that make better quality tools an excellent investment.

When he senses the customer is impressed with the logic of buying better quality, he gives him the opportunity to try the tool out. At this time he again points out the features which make the tool a good investment, allowing the customer to feel for himself the difference in balance, power and ease of use.

Usually the customer sells himself on the higher quality tool. The dealer says they often come back to report on the success ofthe project and tell the salesperson how happy they were with the performance of the tool. The next time they need a tool, they remember the previous purchase as a satisfying experience.

A dealer can't lose using the question approach, he emphasizes. If you determine the less expensive tool is what the customer needs, he'll be pleased with the price and perceive the store as economical. If the experienced d-i-yer buys the heavy duty professional model and it works well with no problems, he'll perceive the store as offering quality. Both will become loyal customers.

The dealer wins both wavs.