Dealer Spotlight : Beard ’ s Trailer Sales continued
This configuration allows service customers to browse while waiting , which increases sales ,” Tucker adds . “ Our parts department provides an array of products , and this configuration demonstrates that to our customers . They comment on it and remember to shop with us when they need something .”
Since becoming members of NATDA , the Beards have regularly attended the NATDA Trailer Show . “ The show helps us discover what ’ s new in the industry , and new ways increase our revenue ,” quipped Tim . “ It ’ s a great place to connect with trailer manufacturers . We met the Load Trail team at the show when we first started , and their help led to much of our success .”
When it comes to additional lines of revenue , Beard ’ s recommends rentals and hitch installation . “ Our rental service does very well . Lots of people need a trailer for one quick task , and it ’ s an extremely easy service for us to provide . There ’ s good money in hitch installation too ,” notes Tim . “ These are all very simple and profitable services for us .”
When asked about the key to their success , Tim and Tucker agree that good , old-fashioned customer service helps them stand out . “ Knowledge of what you are selling is important , but service keeps them coming back ,” says Tim . “ The customers are the ones who sign my paycheck ; without them , neither I nor my employees would have one . If you take good care of your customers , they will take good care of you .”
“ It ’ s essential to make the customer feel both seen and heard ,” adds Tucker . “ We greet them on the lot and make them feel at home . Often , they ’ ve been to other dealerships and were never acknowledged there . The small things can either make or break a customer relationship .”
The “ small things ” for Beard ’ s include financing options , the ability to facilitate transactions in Spanish , and offering refreshments . “ We strive to make the purchase process painless . We text the customer on the day of purchase to thank them for the business ,” adds Tim . “ We know we ’ re doing a great job when customers consistently ‘ pop in ’ to chat over coffee or a beer .”
The Beards ’ focus on personal relationships extends beyond the customer . Tim ’ s strong connections in the trailer industry helped build a formidable team . Beard ’ s service and parts managers are prior colleagues and industry peers . He recruited them , knowing he was bringing on the best , most knowledgeable talent . The team , while still relatively small , is treated well . Sales reps are offered sales incentives , and once a month , the Beards cook lunch for the staff to show their appreciation .
“ The most successful thing to do is show your staff and customers that you care , and they will return that to you ,” says Tim . And Beard ’ s Trailer Sales ’ success is proof .
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