Pete Durfee, senior product engineer, drilling, Irwin Industrial Tool
All the manufacturers of drill bits are working hard to stay ahead of their competitors, and that means they're looking at innovative approaches to creating new products. Are drill bits becoming even more job specific? You bet they are! Drilling is becoming very application-based. The world is familiar with common HSS twist drills and wood augers, and people are looking for the latest and greatest to help them work faster and more effectively.
These investigations are leading, more and more, to the development of specialized coatings for drill bits. There are several already available for metal drilling; however, most have been engineered for very special drilling applications. A new general-purpose coating would gain traction. For drilling in wood, slippery surfaces are a concern. So far, although some manufacturers claim to have a coating for drilling in wood, I haven't seen any that really work.
Selling the basics
Because the selection of drill bits is becoming more and more job-specific, a salesperson has to focus on what a customer plans to do — asking targeted questions and listening closely. And, of course, salespeople must have detailed knowledge of the various drilling products that are available and how best to match them to these needs.
Basic questions can't be overlooked:
- What is the task at hand?
- What type of material will you be drilling into?
- How thick is it?
While all the sizes and shapes of drill bits on the market today offer opportunities for sales, expanding sales to existing customers is probably the best since they are already looking to you for products and services. Anyone you know to be drilling anything on a regular basis is a potential customer for additional bits — especially when you learn more about the specific projects they take on and can match task-specific bits to their projects. They're always looking for ways to be more efficient.
Take a 'step' forward
There doesn't seem to be a real slowdown in the residential construction market, and that, along with strong remodeling and DIY opportunities, will continue to drive growth in sales of drilling tools.
Interestingly, we have seen growth in the relatively new step drill category. That's, in part, to the fact that step drills are gaining greater awareness — they've played big roles on television's American Chopper, for example. Guys are realizing that they can drill multiple sized holes with a single bit, and they're adding one to their toolbox.
These new developments give a distributor a greater ability to offer a range of job-specific products. Add to the mix a variety of even more efficient drilling accessories to help professionals save time and money, and you have a real competitive advantage. The bottom line can include boosting sales to regular customers and opening up doors for new business.