The 2017 Cornwell Quality Tools National Rally took place at the Hyatt Regency New Orleans March 10 and 11. The event hosted hundreds of attendees and featured approximately 140 vendors displaying new products and services available to mobile tool dealers.
This year’s theme, “We Do,” was a testament to the company’s commitment to its dealers on a number of different aspects of the mobile tool selling business.
“Who owns their own toolbox plant? We do,” says Don Russell, digital marketing manager for Cornwell Tools. “Who has an end-user finance program? We do. Who manufacturers our hardline in the U.S.? We do. Who (has) a brand new 107,000-square-foot warehouse? We do. Who (has) a new state-of-the-art business system for our dealers? We do.”
Considerable company changes
Introduced at the National Rally, Cornwell released an updated logo featuring the slogan “On the Move.”
“There was a perception that change comes slowly to Cornwell in the past,” explains Russell, of the National Rally. “We’re shattering that this year. It’s been in process, but the nexus is this show.”
The three arrows on the updated logo represent three key items the company has focused on since last year: the building of a large warehouse storage facility, extensive updates with the launch of the Ironman Business Network (IBN) dealer business management software program and the acquisition of a U.S.-based tool storage manufacturer.
“In 2016, we started three huge projects – (the construction of) a 107,000-square-foot warehouse, the IBN launch last April, and the acquisition of Kennedy late in the year,” says Bob Studenic, president and CEO of Cornwell Tools.
Currently under construction, the new warehouse will be located near Cornwell’s headquarters in Wadsworth, Ohio. This facility will provide more storage capacity to allow for better response time with one-day shipping to dealers, says Studenic.
Regarding the updated software management, Russell explains the latest program provides significant feature updates to inventory management and control, receivables, purchase orders and more.
But, the most prominent change on display at the show was the acquisition of an industrial tool storage manufacturer, Kennedy Manufacturing, with the introduction of the Cornwell’s updated Pro Series line of tool storage.
Updates to tool storage
With palpable excitement from a number of Cornwell employees, many were enthusiastic to share the outcome of the Kennedy Manufacturing acquisition in October 2016.
“It’s been a fast and torrid pace since October 1st,” Studenic says. “It has went incredibly better than I anticipated. From an acquisition standpoint, you almost need to envision the worst, because you don’t know what you don’t know until you know it. It’s been a really good transition. We have a completely energized team, from top to bottom. The engineering team has been phenomenal in getting design work done, looking at features and benefits and enhancing what we already had and building upon that.”
“The rollout of the Pro Series is the first part of that,” Studenic adds. “We’ll continue to integrate the rest of our tool storage product.”
With the first round of tool storage introduced at this year’s National Rally, dealers were able to view and order the updated Pro Series toolboxes, hutches and side lockers at the show.
In terms of reception by attendees, Russell says many dealers recognize the positive aspects of the updated tool storage line.
“We get validated when the dealers come in and start slamming the drawers and lifting things and moving them,” Russell says. “When they turn around and look at you, and in some cases, all you’re going to get is a smug little smile and shake of the head. But they know.
“Then we know they’ve got the confidence and that enthusiasm will just shine next week when they hit the road.”
“We’ve had tool storage promotions virtually at every rally,” Studenic adds. “With this one, I think the (dealers) have really embraced the change. They obviously like what they’re seeing on the show floor. I think we’re seeing that in pull through.”
(View a photo gallery of the 2017 Cornwell Tools National Rally.)
Products available to dealers
In addition to the updated line of tool storage at the show, there were a number of other product categories highlighted for attendees.
Russell says the high-visibility neon green color scheme has continued in popularity for different product lines such as jacks, toolboxes and hardline handles.
He also confirmed a significant increase in heavy duty scan tool manufacturers displaying new products at the show. In particular, Autel, Cando International and Launch Tech all displayed their latest heavy duty scan tool offerings to dealers.
Training classes provided an overview with a number of product highlights during the “Six-Minute Sales Challenge” classes. Back by popular demand again this year, this seminar featured a brief training segment for a number of product manufacturers on how to sell to customers, by presenting a mock dealer-customer interaction completed in the allotted time.
Additional classes included training on the updated IBN dealer software; a “Foundation of Sales” class focusing on the balance of how to sell, how to manage a route effectively and how to stay positive mentally; and a primer on new products and promotions as on the show floor.
“What do we want the dealers to take away with this show?” Russell asks. “We’re going to celebrate our record year last year. We’re on pace for another record year this year. And, this (National Rally) is to pump them up with product knowledge and business sense, so they can go out and make money, and have fun on the route and enjoy being a Cornwell franchisee.”
