He wasn’t your average shopper.
Khaki pants, clipboard in hand, glasses halfway down his nose. He spent 15 minutes walking the lot before I even had a chance to say hello.
When I finally approached, he pointed straight at a tandem axle enclosed and asked, “How does this handle highway heat with a full load?”
No small talk. Just direct.
I answered confidently—talked about brake wiring, venting, insulation under the roof bows.
He nodded, then hit me with:
“You’re telling me features. I asked for performance.”
That one landed.
He wasn’t looking for a product walkthrough. He wanted results. Proof. Real-life application.
So I paused.
Told him about a contractor last summer hauling to Alabama in 100-degree heat—how we pre-inspected the hubs and swapped to radial tires to reduce wear. How the customer tracked temps with a heat gun at each fuel stop just to be safe.
That was the moment he relaxed.
We didn’t talk pricing until 20 minutes later.
He didn’t haggle. He didn’t ask for freebies.
He bought because he trusted the real-world trailer sales experience—not just the trailer.
It’s easy to assume people buy based on specs.
But the sharpest buyers don’t want a list.
They want to know you’ve been there, seen it break, and solved it before they ever show up.
And sometimes, the customer is the one who teaches you how to close.