Meet Aaron Conboy, owner of Conboy Tool Sales, based out of Keswick, Ontario, Canada, Burgess FPT. He and his wife, Nicole Conboy, run a successful Snap-on® franchise and have many nuggets of wisdom that have brought them the success they have today. One of the first key success stories they shared with us, is the advice given by their Franchise Manager, Leeman Reid. Leeman told them that a Snap-on® franchise is not simply a business, but a LIFESTYLE. They assured us, that it indeed was their lifestyle and one that they absolutely loved!
In just four short years, the Conboys have built their lifestyle into a solid million-dollar franchise - that’s on track for exponential growth. In fact, last year in 2022, Diagnostics represented approximately 22% of paid sales!
That success did not happen overnight. Diagnostics has been a core part of their business since Aaron's rookie year in 2018, when diagnostic sales was an astounding 32% of their total sales. Aaron’s humble response to this feat was simply this: “everyone in the route needed a top tier Snap-on® scan tool.”
We asked David Storms, Regional Diagnostic Manager, Canada, what were the main contributors to the Conboys' high level of success in Diagnostic sales. The first thing David told us, was that Aaron completely understands the productivity value of the tools. Whenever Aaron talks about diagnostic tools, he does so from a productivity standpoint. Of course, improved productivity equals increased cash flow for everyone involved.
David went on to say that the Conboy’s first year set the stage for their subsequent success in diagnostic sales each year since then. When asked to elaborate, David explained that Aaron would position the Heritage ZEUSTM as a three year “Productivity Program” instead of just a tool investment. Of all the FTAs in their rookie year, fifteen of them were ZEUSTM! Most of those sold with a three year data plan that not only covered all data services and updates, but also bumped the warranty up to a total of three years. So, for three years the customer was on a “Productivity Program” that covered everything. The expectation was that in three more years, Aaron would set them up again with a newer ZEUSTM model and data plan to begin yet another three year “productivity program” - genius!
When we complimented Aaron on the brilliance of this business strategy, he stated that
“A Snap-on® diagnostic tool is not a one-time purchase. It has become an aspect of everyday life for all technicians.”
David also told us how awesome the Conboy’s social media advertising was managed by Nicole Conboy. Nicole adds a new segment each week showcasing weekly specials, holiday promos (like a green tool for St. Patricks week), inventory blowout sales, and more. They believe social media is a very powerful marketing tool and drives excitement before the customers even step foot on the store.
When launching the ZEUS+TM, their process went like this: they ordered in several of the ZEUS+TM two-packs and literally decorated their store with a red carpet leading to the new flagship PRODUCTIVITY TOOL. There can be no doubt, that when customers see this on social media and step into their store with a fantastic display like that - they know that something big is happening.
John Burgess, their Business Manager, told us that Aaron set a goal for a $100,000 week last year. They laid out a plan to achieve that very aggressive goal, then went to work. The very first day they closed out with $73K, which included three ZEUSTM or rather, three Productivity Program sales. By the last day of that week and the last hour of the day, Aaron was at $98K. Afterwards Aaron and John brainstormed a bit and came up with a customer that would be a great candidate for a ZEUSTM WIN7 that had been traded in. And just like that, the goal was met! His final total $104,000. What a week!
Aaron is an adamant believer in the fact that EVERY technician should have their own scan tool. When asked how he gets them into a diagnostic conversation, (the “hey you”) Aaron gave us a few examples:
• Understands Their Pain Points: He asks them what struggles they have had lately and what problem the cars are they dealing with
• Education: He educates them on “Ethernet vehicles” and what it takes to scan those systems
• Explains Security LinkTM: He explains Security LinkTM to ALL of his customers and teaches them how to insure they will always have access
• ROI Scenarios: When consulting with a shop owner, he likes to discuss diagnostic charges and return on investment scenarios
The very morning of our interview with Aaron and Nicole, they had already closed a ZEUS+TM Productivity Program. When asked how it went, they told us this customer was the final holdout in a shop where every tech working there owned a Snap-on® scan tool. The holdout customer owned a Launch® tool. Aaron had challenged him to use a TRITON-D10TM loaner for a bit to see if it would do anything that his present tool would not do. The customer found a lot that his Launch® tool didn’t do, so he said, “I will take it.” Aaron said that’s great, but let me show you our flagship tool first, the ZEUS+TM. At this point, he only needed to show the difference between ZEUS+TM and the TRITON-D10TM. With Windows® 10, a 12-inch display, a remote four channel scope and wireless, the customer was convinced that he indeed preferred the ZEUS+TM. The shop is now, officially a 100% Snap-on® Diagnostics shop.
Our second to last question for Aaron was: did you take advantage of the ZEUS+TM Partnership Program, formally known as the 4x4 program? He barely let us get the question out when he said, “Absolutley! The 27-inch touch screen and thermal package make a deal that’s impossible for my customers to pass up.”
Our final question for Aaron was “what advice would you give to a franchisee that wanted to grow the diagnostic segment of their business?” He said the following:
• Every day, coach that all technicians should own a Snap-on® scan tool
• Always consider what is best for your customers
• Build value of the tool to the point that the only conclusion your customers can possible come to, is that they cannot live without it
• Talk about productivity all the time
• Be their partner in business and career, not simply a salesman
• Show the power of the Guided Component Meter to ALL that do not have a ZEUS+TM or a TRITON-D10TM
We then asked Nicole to brag on her husband a bit - what does he do that he is too humble to tell us? She said that first off, he works hard and long hours, and goes above and beyond for his customers. She gave us one example of his going above and beyond: He generously offered his time after hours to move a tool box for a customer who was changing shops.
Even with that, she said, he always puts family first. He makes it a priority to have dinner with our family. He then spends time with the children, Abigail and Johnathan, before returning to the truck to finish the day. To spend even more time with Dad, the children are happy to help on the weekends - moving product or restocking the store.
Aaron and Nicole, thank you for sharing your success with us. We wish you the best in the future and continue enjoying the Snap-on lifestyle.