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These days, any person venturing into the hardware & hand tools business should do so knowing that there are two potential markets for such products.

The first potential market is that of those that we will term as ‘technical buyers’ for the products. This is the traditional market for hardware and hand tools that we have always had. It is the market segment made of, among other people, carpenters, masons, plumbers and so on…people who purchase the hardware and hand tools for use in their day to day technical businesses.

The second potential market for hardware and hand tools, and this is an emerging and fast growing one, is that of home users for these products. You come to realize that there many people who find it prudent to ensure that they always have a hammer, a basic set of screwdrivers, maybe a pliers here and a hack saw there in their homes. They are DIY enthusiasts, who give their emergent hardware jobs a try, before calling in the technical persons when it becomes clear that they can’t handle the jobs themselves. Now these people may not buy very many tools (as do the people in the ‘technical’ category previously explored), but due to the fact that there are more people in this ‘laymen’ hardware and hand tools buyer market category, they potentially end up being bigger buyers of the tools than even the ‘technicals.’

Different approaches have to be used, when targeting either of those market categories explored.

In the case of the technical buyers for hardware & hand tools, your focus needs to be on the practical elements/technical specifications of the tools you are trying to sell. These are really the only things that can get these people to buy the tools from you. The folks want to establish, before buying a given cache of tools from you, whether it will be able to do the required job. They usually don’t care about aesthetics, and in fact, in some cases, they seem to have an abhorrence for them, as tools that come across as being too aesthetically pleasing are perceived as being ‘soft.’ In the final analysis, what the hardware & hand tools buyers in this category want to know is whether the given set of tools will get the job they have done or not. So as a marketer targeting this market segment, it becomes essential for you to reassure the people in the category that the tools you are selling them will actually get their jobs done – because that is pretty much the only thing they care about.

Turning to the ‘layman’ buyers of hardware and hand tools, you need a more balanced marketing proposition, if you are to get them to buy what you have to offer. Of course, the tools must still be able to get the job done. But that is not the only consideration amongst these people. They also want to buy aesthetically pleasing tools and they will also care about the pricing, as well as things like product warranties, meaning that you have to market hardware and hand tools to the people in this category in pretty much the same way you would market anything else.

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