Chris Reidenouer (left) and Business Associate, Jay Bickings (right)
Meet Chris Reidenouer (left), owner of C&J Tools Inc. He works with his business associate, Jay Bickings. Historically, Chris worked as a second store manager and Jay worked as a big-ticket specialist for nine years. A year ago, Chris decided to buy a franchise and create a team unlike one we’ve seen in this series. C&J Tools Inc. is located in the in the Mid-Atlantic region, Deitch FPT, Pennsylvania area.
What an incredible first year it was as far as diagnostic products are concerned. To date, they’re at 42 FTAs which is right around $300,000 in diagnostic products.
Their route is in the “City of Brotherly Love” - Philadelphia – North Town. The name is very fitting, indeed, because these two men interact with each other as if they were brothers. We also found out that they both were big fans of all sports teams, as long as the jersey represented their city, ‘Philly. Both men are incredibly competitive, (a flipped over monopoly board was mentioned during the interview) yet at the same time, their team spirit is incredibly unique.
During our visit we learned a fact that explained everything about how this team interacted with each other, and the trusting relationship they have. They have been great friends since they were five years old. Except for a couple years, they went to the same schools, the same classes, and played on the same sports teams together. After high school, Chris went to college and Jay joined the Army. Then in their mid-twenties, they were together again selling Snap-on® tools and have been ever since.
Their relationship became clear when Chris told us a story about Jay, figuratively, grabbing his face mask to help him get his head in the right place one day. They both were right at home with the football analogy, and it painted a clear picture for us - of the level of teamwork and performance they demand of each other every single day.
It’s clear that the basis of their 30-year friendship is trust.
Chris at a Snap-on® Franchisee Conference Jay and his family
We spoke with Tom Gebbie who is the DSD there, asking about Chris and Jay’s phenomenal success. Tom gave us four points:
• Aggressive trade strategy
• Great salesmanship – both men know how to explain the features and benefits of all platforms.
• Program participation
• Target every customer
Rich VonNordeck, the regional diagnostic manager (RDM) in MA, told us that this team embraces diagnostics and “owns their market,” as well as “owning” several shops that exclusively buy from C&J Tools Inc.
Chris and Jay shared a great story about a Subaru® dealership that had nine technicians. Eight of the nine had a Snap-on® diagnostic tool. To add to their success, they recently traded the 9th out of a competitor’s tool! Now that is “owning” a shop! 9 for 9.
When asking Chris and Jay what they thought were the keys to their own success so quickly, we learned that is starts by leveraging different skillsets and knowing your strengths. For the most part, Chris and Jay maintain two very distinct roles based on exactly that. Chris handles the day-to-day tool business while Jay looks for the big-ticket opportunities and handles the back-end administrative roles. They are together on the store three days a week, then Jay breaks away in a Ford® Transit® van loaded with big ticket products to close and deliver. Talk about divide and conquer.
When asked about their strategy and approach for the extraordinary level of diagnostic sales that’s come to them, this is what they had to say:
• All customers should have their own scan tool
• ZEUS+™ for everyone – top-down selling. “We will trade those into a workstation later.”
• One to three-year-old platform – it’s time to trade-up
• Aggressive trades – no fear – “Mr. Customer, the earlier you trade, the higher the value of your trade.”
We have written six different articles this year, about highly successful franchisees when it comes to their diagnostic tool side of the business. This is number seven and it’s interesting that Chris and Jay are the second one of these that believe a workstation should be a regularly stocked item. They also have a “workstation corner” where all of their demos take place (see picture below). At the time of this writing, they have 5 customers with a workstation in their route. So, the one-to-three-year trade-up strategy applies to ZEUS™ and even ZEUS+™ customers eventually trading up to a workstation.
Jay showing off the "Workstation Corner"
We were absolutely blown away at the most passionate and positive attitudes that Chris and Jay have and share. In fact, they seemed to feed off each other the longer we talked about their business. We were reminded of the old buzz word from the 1980’s/1990’s: synergy
syn·er·gy
noun
the interaction or cooperation of two or more people to produce a combined effect greater than the sum of their separate effects.
These men have a winning attitude at such a high level it is contagious. Their focus on moving past their own mental limitations or limiting beliefs, paired with their dedication to take full accountability are a mindset that has clearly assisted them with their success.
There’s more to their amazing attitude, so here are some of their one liners:
• “You miss every shot you do not take.”
• “Dedicated / Passionate customer service.”
• “Get comfortable being uncomfortable.”
• “No excuses – full accountability.”
• “Growth mindset – when you have a million-dollar year, do not have the mindset of doing that again next year. Have the mindset of dong 2 million next year.”
• “Emotional selling – Enthusiasm and passion is contagious.”
• “Drive each other daily with determination and competition will control monotony and keep it fun."
One of C&J Tools Inc. top customers: Owner of Justin's Garage, Justin Morasco
Chris and Jay, your teamwork is very inspiring and you’re clearly determined individuals. Thank you for sharing this with us and the Snap-on® community. With the high your positive mental attitude and vision you both embrace, we cannot wait to see what the future holds.