Mac Tools' Tool Fair

It's mid-January, time to head to someplace warm and start the rounds of tool shows. This year, we begin with Mac Tools' Tool Fair, being held in San Antonio, TX. It won't be warm, exactly (50-60 during the day, 35-40 at night), but it will beat the single-digit temperatures here in Ohio, and the ten inches of snow awaiting me outside my doorstep.

It should be an interesting show - on many levels. We all know the parts side was hit hard in the 4th quarter, 2008 with all the OEM issues. But now, with the rumored and actual layoffs, and the rumored and actually reported sales declines we've seen come through the tool side of the industry for the past several months, some manufacturers have expressed their concerns (to me) about the number of distributors that may actually attend. And of those attending, how many will be in the mood to spend money on increasing their inventory?

I think distributors and vendors should approach the tool shows from this perspective: It is an opportunity to learn about existing and new products that should enhance the profitability of their company. In my experience, these tool shows (whether they're Mac, Matco, Cornwell, Snap-on, ISN, K-Tool, M. Eagles, Mid-States, you name it...) are the BEST place to share product knowledge and to educate the person who is closest to the end-user, about all the reasons why they should carry a certain product. Period.

Yes, I realize tool shows were probably begun for one reason - to sell more stuff. I mean that is the reason we're all in for-profit businesses. But the opportunity to sell more stuff is greatly enhanced when you educate your sales partner or your customer. People need an understanding, and a level of comfort in order to adopt new ideas (and new products, and new ways of doing old jobs).

If you are a professional marketer, you probably have education, advertising, sales materials, trade shows and packaging all wrapped into your marketing plan. What? You don't have a specific bucket for education? Probably not. Why? Because you use your advertising, sales materials, trade shows and packaging to do your consumer educating for you. You can't reach out and physically talk to every potential or actual customer of your product, so you use your marketing tools.

Consider this tool show, and all the other tool shows you'll attend this year to be a valuable tool in your plan. You are spending money to attend. Make the most of it.

These distributors come to the show looking for new products, or new ways to help their customers be more profitable. In many respects, you can help them be more successful in 2009 simply by educating them. You won't have to sell a thing.

I'll be bringing my camera and doing my best to capture the events of the Tool Fair. Look for a new post early next week or shortly thereafter. Next week, off to Walla Walla, Washington (the town so nice you have to say it twice.)