Pulling Ahead by Doing Things Right !
Trailers of the East Coast is a well-established dealership in Mocksville , North Carolina . The business was originally started by Bill Junker as Junker & Son Feed Mill in 1965 . “ The business was started because of a horse named ‘ Thunder ,’” says Will Junker . “ Dad had lost his brother , my uncle , in a car accident . That loss was hard on my dad , so my grandfather bought him a horse named Thunder to help him deal with the grief . Thunder inspired him to get into the animal care business , and he opened a feed mill .”
To supplement sales at the feed store , Bill started selling horse , stock , and car trailers under the name Junker & Sons Trailer Sales in 1985 . Through dedication and hard work , Bill and his family transformed a sideline business into a thriving dealership . The company rebranded and moved locations in 1996 to its current 12-acre location . Bill ’ s son , Will joins his father in helming the dealership and is dedicated to continuing his father ’ s legacy .
When talking to Will about the family business , a clear pattern of values emerge that are central to Trailers of the East Coast ’ s success .
Amazing Guest Experiences
Treating every guest like family is a key factor in their success . “ We don ’ t use the word ‘ customer ’. Everyone is a guest ,” explains Will . “ Every staff member – from the top on down - is dedicated to providing an amazing experience for them .” The dealership ’ s policies and programs at Trailers of the East Coast reflect that mindset . One such program is called the “ Pull Ahead Promise ”. The program assures guests that transactions will be managed with honesty , integrity and transparency . Guests are guided through every decision , from equipment to accessories to financing , and service and warranty plans , with zero sales pressure . Staff members are there to be experts to guide guests , with the guest being the driver of the interaction . continued on page 26
24 NATDA Magazine www . natda . org