customers are passing their businesses down to their children . It has created a continuous cycle of loyal customers .
“ Our customers from twenty years ago now have kids of their own . Those sons and daughters are now getting into the business . They come to us because their parents did . It ’ s pretty cool ,” Peno says of the process .
To continue the customer cycle , Peno added some modern touches to the company ’ s marketing strategy when he took over the business . With a new generation entering the industry , staying up to date is an important factor .
“ We do a lot on Facebook Marketplace ,” he says . “ We try to keep customers engaged in what we have going on . We have some paid ads , but I try not to exhaust too many resources towards that . Instead , we keep a steady flow of touch points with customers , keeping them informed of new products .”
With the addition of social media , brand awareness for the company has spread in another way other than simple word-of-mouth – online reviews . Thankfully , Peno ’ s diligence in creating an inviting and engaging atmosphere for his clientele has made online reviews a help rather than a hindrance .
“ I enjoy people praising the team ,” Peno remarks .
From positive reviews to active customer engagement , Peno has done all he can to ensure his business is prepared for anything that may come its way – something important considering the unusual circumstances surrounding 2020 . Peno ’ s past experiences , especially during the recession of 2007 and 2008 , has prepared him for any rough roads .
“ Back then , business cut back 40 %,” Adam shares . “ There was a major decline in sales and customers coming in the door . From a business standpoint , we had to step back and look at our expenses . We had to focus on where the money was going and what we could do to increase the margins .”
Peno believes ‘ watching the margins ’ was the biggest takeaway from the tough times a little over a decade ago . Dialing down the numbers , cutting unnecessary expenses and remembering that crucial customer service aspect are all important to uphold during times of struggle .
The entire Peno family , from current operators Adam and Pete to their parents , can be proud of what their company has accomplished over the years . The Hitch Man , Inc . is a true testament to the age-old adage of ‘ Hard work pays off ’ and the company ’ s success is evident to drivers in the northeast – most trailers they see are marked with the The Hitch Man , Inc . sticker .
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