Cornwell Tools Brochure

FRANCHISE

Join the Club. Step on a Truck. Be Your Own Boss.

Learn more at franchise.cornwelltools.com or call 1-800-321-8356

Welcome

JOIN THE CLUB. STEP ON A TRUCK. BE YOUR OWN BOSS.

A company’s true strength is derived from its foundation. At Cornwell our foundation
is made from pure steel. Founded in 1919 by Eugene Cornwell, Cornwell Quality Tools
has been in business longer than any other mobile tool company. Cornwell’s guiding
vision is to create quality tools that make us the choice of professionals.

While technology, demand, and tool architecture has changed, Cornwell has stuck to
its core of producing quality products. We make quality tools so our franchise owners
can proudly stand behind the products they sell.

Why Cornwell

Advantages of a Cornwell Franchise............................................ 6-7
How Geographic Territories are Determined...............................6
What the Cornwell Name Gets You..................................................8
Ride with a Dealer..................................................................................9
Earning Potential....................................................................................9

The Team

Learn About Our Team................................................................ 10-11
A Day in the Life of a Tool Dealer....................................................11

What Happens After I Decide

Training....................................................................................................12
On the Road with your Manager.....................................................13
Additional Training Opportunities..................................................13
Advancement Opportunities............................................................13

The Next Step

Are You Ready to Join the Club?......................................................14
How to Get Started..............................................................................15
Before Making a Decision..................................................................15
Easy Steps to Apply to be a Cornwell Tool Dealer.....................15

4

Opportunities in

the Mobile Tool Business

[ Source: IHS Automotive, July 2015 ]

A recent study found that car ownership is
changing. Even as consumers have started
purchasing new vehicles in increasing
numbers, the average length of ownership
reached 6.5 years, more than 2 years longer
than 2006. The average age of a car is 11.5

years old, and the number of cars more
than 12 years old continues to grow.
Older vehicles require more service.
Performing service requires
quality tools & equipment.

Why Cornwell?

Cornwell Quality Tools is the oldest mobile tool company with a market
presence since 1919. Cornwell is determined to continue to support our
dealers with knowledge, quality tools, promotional items and much more.

5

Advantages of a

01 02 03

FAMILY/EMPLOYEE OWNED YOU'RE OUR #1 PRIORITY GEOGRAPHIC TERRITORY

We are a privately held Cornwell primarily You are given a geographic
family/employee owned markets tools and territory. You may sell
company. As a franchised equipment through to anyone inside that
tool dealer you are more authorized dealer territory. Unlike our
than just a number. We franchises. Our dealers competitors we do not
are small enough to know are the most important give you just a list of stops.
your success is important part of our business. Sell more, Earn more!
to us, but big enough to
meet most of the needs
of your customers.

How Are Geographic Territories Determined?

Your District manager will survey and create a territory for
you. That territory will contain a minimum of 350 qualified
customers. A territory map is created that includes those
qualified customers. You are free to sell to anyone inside
that territory.

6

FRANCHISE

04 05 06

BE YOUR OWN BOSS SHARING EXPERIENCES IRONMAN BUSINESS NETWORK

You have the ability Our District Managers The Ironman Business
to work for yourself. are ready to share their Network (IBN) is a world
Your earnings are not experience to help class, modern software
determined by any you! For the most part package to help manage
business owner but you. we choose our District and support your
Managers from those who business activities.
have been successful in
the mobile tool business.

Tool Rally

Cornwell Tools has an annual Tool Rally. Here you will find
the newest tools, promotions and business strategies.

CORNWELLTOOLS.COM/FRANCHISE 7

WHAT DOES THE CORNWELL

NAME GET YOU?

$ Promotions

 • Monthly Flyers
• Special Promotions
 • ProfitBuilders
• Annual Catalog

TV Advertising

• Stacey David's GearZ

Print Advertising

• Professional Tool & Equipment News

Online Presence

• Access to Online Catalog: Cornwelltools.com
• Facebook Presence: Cornwell Quality Tools
• Twitter: @CornwellTools
• CornwellTools1 channel on YouTube

Tool Rally

Cornwell Tools has an annual Tool Rally. Here you will find
the newest tools, promotions and business strategies.

District Managers

Cornwell Tools prefers to encourage hiring within the mobile tool industry.
This means that most of our District Managers are previous tool dealers.
Get advice and guidance from someone who has done it before!

Customer Service

Customer service representatives are available to assist with any
questions you may have.

8

Ride With a Dealer Where Do Cornwell
Dealers Come From?
There is no better way to learn about the business than
going on a truck ride. Once you have gone over the They come from a variety
Franchise Disclosure Document we will be more than of automotive and non
happy to schedule a ride for you. Learn first hand how automotive backgrounds.
the business works, and see if you are a good fit. You don't have to turn
wrenches to know how to
sell them.

Earning Potential

A big question is “how much can I make?” And the answer to that
is dependent mostly upon your efforts as the franchise owner. There
are risks and challenges with any new business that could occur and due to
these unknowns and the franchise disclosure laws we are not permitted to give you any
earnings potential statement. However, this business is mostly contingent upon getting out
what you put in. The more effort that you put into the business, and passion you have the
better results you are likely to have.

CORNWELLTOOLS.COM/FRANCHISE 9

The Team

You are not alone in the business, and you have a whole team here to back you up.

DM District Managers

District Managers support the success of all dealers in their district. More often
than not, the District Manager has been in your shoes before. They know what
you are going through and are a great resource for tips, tricks, techniques, and
questions you may have along the way.

Marketing

M The Marketing Department is always refining our product line to guarantee you

have the newest and best products that technicians need and want.

Publications

P The Publications team is constantly producing the tool catalogs and monthly flyers

as well as various printed and electronic documents to help you along the way.

10

Customer Service

CS Our Customer Service Department is your research team. If you ever need a tool

or have a question, or need to place an order, they will be able to help you quickly.

Tech-Credit

TC The Tech-Credit Department makes financing available for your qualified customers.
This helps you make big-ticket sales such as tool boxes, scan tools and large

quantities of hand tools. By using Tech-Credit you can manage your cash flow and

potentially sell more items.

Training Team

TT The Training Team consisting of corporate and field trainers as well as Regional and

Corporate Managers with tool truck experience are always available to help.

A DAY IN THE LIFE OF A TOOL DEALER

Getting on a Cornwell truck means never having the same lackluster day over and over
again. There is always something new that will occur, a new question, a new tool, or a new
promotional item to bring to the customer. While it is hard to predict your actual work day,
there are a few basic things that will always happen.

Waking up in the morning, heading out to your route you might find yourself going over
the customer list in your head. Remembering which customers you will be seeing that day.
Recalling what tools you want to show them, and who wanted what item.

You will develop customer relationships. Seeing these familiar faces each week will not only
help you build trust between your customers and you but will allow you to gain insight on
what types of tools they may need.

Tote and Promote! Each week you will have tools to sell that meet your customer’s needs.
Not all customers know exactly what they want, rather you have to show them what they
want and need.

At the end of the day it is time to restructure. Restocking and reorganizing your truck,

ordering tools and checking payments. CORNWELLTOOLS.COM/FRANCHISE 11

What Happens After

I DECIDE TO BECOME A CORNWELL DEALER?

Training

At our Headquarters in Wadsworth, Ohio during a weeklong session, our training staff will
teach you how to use our system and coach you on the tips and tricks of the business.
During this time we will give you a personal tour of our manufacturing facilities in Mogadore,
Ohio. You will gain first hand knowledge of the quality we put into our tools. You should be
able to speak with confidence about the bloodline of Cornwell, our hardline.
We will teach you how to operate and use the Ironman Business Network Management
System effectively.
We believe that while learning about Cornwell is essential to success in the business we also
give training on sales and business management. This training will provide you with the
tools needed to be the best business owner possible.

12

On the Road with Your District Manager

After your initial training, you will spend 10 days in your own territory with your District
Manager riding alongside of you. Your District Manager will be able to coach you along
the way so you are more comfortable in the drivers seat.
Even after formal training stops, your District Manager is there to help. He has a vested
interest in your success.

Additional Training Opportunities

We want to keep our dealers up to date about new products and new opportunities so that
they can stay ahead of the competition. There are always additional training opportunities
through quarterly District Manager meetings, and our annual Tool Rally.
Our Tool Rally offers a full-day of training that covers several popular topics. There is also
a full day to meet and discuss product with our vendors. More important than the training
itself, is knowing there is a team backing you up.

Advancement Opportunities

Here at Cornwell we believe in promoting from within. The minute we need a Regional
Manager, we look to our District Managers first to see who’s available. Likewise when
we need to fill a District Manager position we look to our dealers first.

CORNWELLTOOLS.COM/FRANCHISE 13

ARE YOU READY TO

JOIN THE CLUB?

1 Are you dissatisfied working for others, building someone
else’s business?

2 Would you like to be your own boss?
3 Do you enjoy working with people?
4 Would you like to succeed based on your own efforts?

14

The Next Step

If you have thought about changing your career and would like more information feel
free to visit http://franchise.cornwelltools.com or call toll-free 1-800-321-8356. We
would love to hear from you.

How To Get Started:

We want you to have all of the information before making a decision so we
are here to answer any questions you may have about this new chapter.

Before Making a Decision:

• Speak with your local District Manager
• Check out our Franchise Website http://franchise.cornwelltools.com
• Work with your local District Manager to set up a ride with an existing

Cornwell Tool Dealer.
• Talk to Dealers in the area.

Easy Steps to Apply to be a Cornwell Tool Dealer:

1. Obtain a Franchise Disclosure Document from your local District Manager
2. Pass a credit check
3. Ride with an existing Cornwell Tool Dealer
4. Complete a full Application
5. Meet with your local District Manager

CORNWELLTOOLS.COM/FRANCHISE 15

667 SEVILLE RD. WADSWORTH, OH 44281 1-800-321-8356 WWW.CORNWELLTOOLS.COM

RB2016RM(NFR)