Progressive Distributor - Selling pneumatic tools

Selling pneumatic tools

Customers don’t need salespeople blowing hot air. They need air tool solutions.

by Richard Vurva

Bruce Marciniak has seen nearly every problem imaginable when it comes to pneumatic power tools. The mechanic for Rockwell Automation in Milwaukee says air tools typically take more abuse than any other power tools.

The tough nature of air tools is one reason that pneumatic drills, sanders, nutrunners and other air-powered tools are so popular among users. That doesn’t mean, however, they won’t break down when pushed to the limit. One of the most common causes of tool breakdown is inadequate lubrication, Marciniak says.

“You never see adequate lubrication. That, and it gets tossed on tool carts or into a tool box. Overall, they’re more abused than other tools,” he says.

Preventive maintenance
Air tool abuse may open up sales opportunities for distributors. Tools damaged beyond repair must be replaced, of course. But another way for distributors to capitalize on abusive air tool practices is by devising a pneumatic tools preventive maintenance program.

Such programs could include a simple checklist of maintenance tips such as how to check for proper lubrication or how to maintain clean air lines. Or, distributors may work with tool manufacturers to develop turnkey preventive maintenance programs to provide replacement tools for customers while the distributor performs maintenance and repairs in its facility. Some distributors may opt to perform on-site PM work at a customer’s plant.

Look for add-on sales
Because of vendor reduction initiatives and integrated supply, it’s getting more difficult for distributor salespeople to gain access to end-users.

A benefit of establishing a preventive maintenance program for pneumatic tool customers is it gets distributor representatives inside the customer’s plant. Once inside, they can gather valuable information that may lead to add-on sales opportunities.

For example, Dynabrade’s Andy Mandell recently visited a manufacturing facility to help a customer tackle a problem using an abrasive belt machine used to deburr welds inside metal tubing. After that problem was solved, he looked around and asked the simple question, “What else do you do here?”

As it turns out, the customer also ran a stainless steel finishing operation. With that knowledge, Mandell is now better prepared to discuss Dynabrade’s air tools designed for stainless steel applications. Mandell’s advice to distributor salespeople is to be inquisitive and continually be on the lookout for add-on sales opportunities.

“You want to find out how you can help this customer down the road,” he says. “The object isn’t to get in, make the sale and get out. You want to develop a relationship to help this person. After a while, it’s not even selling. It’s making recommendations to make their job easier.”

Either way, the PM service is an excellent method for establishing a long-term relationship with a customer.

Building a relationship with the customer is still the key to success in tool sales, according to Andy Mandell of pneumatic tool manufacturer Dynabrade.

“Anybody can sell a power tool. I want to be the problem-solver for a customer,” he says. “I ask them to show me their most difficult applications and I try to solve it in the most economical way possible.”

Maintenance tips
Tool manufacturers offer a wealth of material on how to properly operate and maintain their tools. Here is a brief look at some maintenance tips to offer customers.

Check the oil. The primary culprit behind most air tool problems is improper air line lubrication. Pneumatic tools need clean, dry, lubricated air. Failure to supply those basic needs can result in:

• Reduced torque
• Shorter blade life
• Excessive wear on gears
• Inconsistent torque output
• Shorter motor life

“A simple rule of thumb is to lubricate the tool at the end of every work day,” says Mandell. “Then, fire it up for a few seconds to circulate the lubricant and let it sit overnight. When you come in the next morning, it’s ready to go.”

Use the proper lubricant. Give special attention to the type, weight and amount of oil. John Lawson of Cooper Power Tools says motor oil, 3-in-1 oil and other penetrating oils are not acceptable substitutions for an air line lubricant.

“Air line lubricant is designed to lubricate and cool tools, and blow through without creating buildup,” he says.

The wrong oil can leave deposits on the blades, cylinder or end plates. Over time, these deposits can drag on the blade, causing the tool to work harder, produce less torque and run at a lower rpm. Always use the air line lubricant recommended by the tool manufacturer.

Selling air tools is rarely a one-off proposition. Remember to look for the following add-on sales opportunities with every air tool you sell:

1) Tool accessories (abrasives, drill bits, backup pads, etc.)

2) Air filters/regulators

3) Air line lubricant

4) Repair parts

5) Protective clothing

Regulate lubricant. While too little lubricant causes blades to burn up, become brittle and chipped, too much lubrication causes “blow by,” resulting in excess oil splattering on the workpiece.

“One of the best ways to test for sufficient lubrication is to hold a piece of hard-finish white paper at the exhaust for one minute,” says Lawson.

An absence of oil indicates too little lubrication. If oil drips and runs off the paper, there’s too much lubricant.

Keep air clean and dry. All air compressors collect moisture. Left unchecked, too much moisture results in rust and corrosion, causing bearings to seize, loss of power, plus excessive wear on the blades and the rotor.

Users can avoid many of these problems simply by preventing moisture from reaching the air gun by attaching a water separator (filter) between the air compressor and the gun. The water separator collects the moisture and any particles that otherwise would reach the pneumatic tool. Blow out hoses, drain moisture sumps, and install and maintain air line filters and lubricators.

Whether your business specializes in air tools or sells pneumatic tools as a sideline, devising a preventive maintenance program for customers is an effective way to gain sales.