NATDA Magazine May/Jun 2020 | Page 17

In addition to the hurdle of finding the right employees, the internet has brought with it its own set of complications. Customers can dive deeper into product research and cut out precious one-on-one time with a dealer, the time where a trustworthy relationship is born. “Some customers come in and they’re more educated than I am on the brands,” Anderson joked. “It’s a different world. The internet can be the greatest thing in the world, or it can be the evilest because people can simply shop by price comparison.” Combatting this, Anderson iterates, is an everyday battle. “I educated my employees on how to handle what I call the ‘Amazon-Effect.’ It wears us out. You have to be more available to people. Customers are now used to ordering something and getting it the next day, so you have to provide those services, too.” Amid the difficulty that comes with online shopping, Cowboy Trailers has found a sweet spot by dialing in on his customers’ needs and offering specialty parts that are difficult to find elsewhere. Anderson takes pride in providing a unique inventory with intentional customer care to those who shop his lot. His inventory is also rigorously inspected before it’s released to his customers. It’s these attentive details that give Cowboy Trailers a cutting edge. “We have a full-service shop and parts department where our trailer purchasers are VIP customers,” Anderson said. “They get the first choice in the shop. We make them a priority and take care of their needs first.” While it may seem simple in theory, Cowboy Trailers’ “white-glove” approach to its customer base isn’t an easy thing to accomplish. However, Anderson and his prized employees have dedicated an enormous amount of effort to the concept, ensuring their business will thrive for years to come. www.natda.org NATDA Magazine 17