Talk about effective “show and tell” or “touch and feel,” that’s exactly what Ray Wilson, Techni-Reps, Inc., likes to do when someone brings up the subject of his agency’s two mobile product vans.
Techni‑Reps, Inc., turned their demonstration vans into rolling line cards. They have been MANA members since 1980.
Wilson, who heads the Greensboro, North Carolina-based rep agency, proudly offers information about two Ford Transit product vans that have served as in-demand marketing tools in the North and South Carolina and Virginia territory in which it operates.
Here’s how the vans are touted on the agency’s website:
“We take the show on the road! We have multiple demonstration vans loaded with the latest products from the most trusted names in the industrial electrical industry. We bring the product demos to you.
“And the process is easy. We drive up and you walk out to a safe, clean and open environment. We have taken every precaution to make sure our site visits are sanitary and safe.
“Think outside the box, think about inside the box, and think about the box.
“Reach out to us if you’d like to schedule a visit, have any questions for us, or we will just show up anyway!
According to Wilson, “Over the years we’ve had different manufacturers with different types of mobile displays work with us. Some were as large as 18 wheelers. These have always been very useful, but they can create a lot of work when it comes to scheduling, inviting people, travel, etc.
“About five years ago, two of our manufacturers had vans built out for themselves to accommodate their enclosure products. They would rotate the vans between their reps in the east and the west. We finally got our turn, and the response was terrific. The ease of use, driving them around, opening them up and getting people in and out was great.”
Wilson continues, “It amazed me how much fun we had working with the vans. As crazy as it sounds our customers loved seeing and touching the products and being able to look through the catalogs.”
Ray and his father, Bob Wilson (right), set up inside the van. Bob Wilson started Techni-Reps in 1979.
After using the vans twice, Wilson explains, “We had the thought that we should be doing this for ourselves. However, it was going to require quite an investment.”
At the end of 2017, Wilson says, “We took a look at how relations between distributors and reps were changing and decided we had to do something different that would let us stand out. After looking at our financials and checking with my dad, who’s still active in the business, we decided to go ahead with purchasing a van.
“We don’t own a building and really don’t have a lot of stuff, so we figured we could spend on a vehicle. As for my father, he saw how our guys worked with a van, how easy it was and how much fun we were having — not to mention the customers’ reactions.”
Following Manufacturers’ Example
Techni-Reps made the move to the Ford Transit at the end of 2017. “Since the idea for this started with our manufacturers, we decided to keep it simple and copy their concept. I built it out around their enclosures, but then added all the other electrical components that we sell.”
That was the beginning of what Wilson describes what appeared to be a “never-ending project.”
“We bought an empty van and found a local van outfitter whose specialty was heating and air conditioning.” The heating and AC were key, since “driving around in all kinds of weather, you’ve got the make sure you and your customers stay comfortable in the rear of the van.
“While I did the majority of the physical work on the van, we made sure to get ideas from everyone. Altogether it took six to seven months to get to the point where we could hit the road.”
After the floors, walls and lighting were installed then came the job of how to fit everything inside. “I bought aluminum railing from one of our distributors that would allow us to mount products. I was able to make use of a template and pictures from one of our manufacturers. Conceptually I made use of their ideas. I’d say it took three to four months from this point to get the van ready for what we wanted to do.
“The really fun part was working with all the manufacturers we represent. Our goal was to be adaptable and flexible as we pick up or drop lines. We made it very modular and we change things frequently.”
Techni-Rep’s van didn’t hit the road until August 2018. “We made use of it through 2019 and were having a lot of fun and then we got greedy. When our South Carolina location needed to use the van, we decided to get another one.
“We had to start thinking long-term. The first van was an excellent sales tool, we had to move forward.”
Pre-Pandemic Purchase
The agency purchased the second Ford Transit prior to Covid. “We went through the process of outfitting the van. Basically, it was the same process, but because of Covid it took longer for us to get out on the road. Once we got it out there it proved to be the ideal selling tool during the pandemic. We thought of it as an ‘open-air’ demonstration vehicle. It was ideal that we could get customers easily in and out all while keeping socially distant. All you do is open the doors and customers immediately feel free to come in and look around.”
Wilson makes the point that it’s interesting to watch customers as they go through the van. “We simply open the door and people step up. We step back and watch where their eyes go. They look where they want to and touch what they’re interested in. We have a lot of products in there. If you try to jump into a sales pitch, we find it can be overwhelming to the customers. Just watch and you’ll find out what they want to learn about.”
When it comes to populating the van with products, Wilson explains, “The majority of our manufacturers are more than willing to supply products at no cost to us. I’ll pay for most of the products, however, because I don’t want to be leveraged. We have plenty of money for this so it’s not a problem. This also provides us with a little more credibility with our manufacturers since they know we’re invested in serving them and our customers.”
He adds that the vans also serve as an important backselling tool for the agency. “Our manufacturers know we have them and we’re sure to talk about them early on in our relationships — even when we’re interviewing for a new line. We constantly reference the vans and let the manufacturers know that this is a unique sales opportunity for them.”
Moveable Product Logos
The agency purchased the second van prior to Covid and “it proved to be the ideal selling tool during the pandemic.”
No conversation of the mobile vans is complete without addressing the subject of the product logos that appear on the outside of the vans. “Everything we’ve done with the vans has evolved over time and that’s the case with the logos that you can see on the outside. Once one of our vendors completed the wrap on the van, we moved on to the next step that included putting our logo on after the wrap. Then we placed one large logo for one of our manufacturers that pictured their enclosures. From there I wanted to be able to promote other manufacturers. I worked with the local wrap guy to produce additional logos for placement on both sides of the van. These are removeable and allowed us to make changes as we added or dropped various principals or customized the van for visits to a customer. In addition, if I’m going on a sales call with one manufacturer and he might have a conflict with another, I’m able to remove a logo. I can pick and place as I want.”
Looking back at the success with the two vans, Wilson says, “Adding the second van has provided us with a lot of flexibility and right now our guys are standing in line to use them on customer sales calls. I’ve thought of a third van. I can’t say we financially paid for the first two yet, but thinking long-term, they’ve probably already justified the investment.”
He continues that the vans “have really changed customers’ acceptance of sales calls. We’re able to target our sales calls and once we get a customer in the van to look at one product, it leads to so much more. A typical response from a customer is ‘I didn’t know you had all this.’”
“The vans have really become fun sales tools. In addition, I have to say if a picture is worth 1,000 words, being able to touch and feel products is worth 10,000 words.”
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