and learn what is it they seek . Then go out and obtain the solution to offer . Presenting yourself as a problem solver is how you generate sales and scale your business . We figured that would be our strategy to get into the consumer market .”
PUMA Trailers started its consumer lineup with only two models , and the ability to perfect its first two designs was key to the company ’ s success .
“ My football coach in high school once told me : You can be good enough at a few hundred plays – or we can run a perfect 30 and be unstoppable ,” shared Cowden . “ The point being : quality versus quantity .”
PUMA Trailers attacks its designs the same way . Its products are not built to be economy trailers . A dump trailer from PUMA is built for the working individual , meant to be tough enough to withstand years of abuse and still be on the road for years to come .
“ This trailer is meant for commercial and equipment hauling , whether that ’ s loading up concrete from a job site or heavy , saturated soils ,” Cowden said . “ They are heavier than most ; some would say they ’ re overbuilt . But to us , they ’ re not overbuilt . Every PUMA Trailer is built with laser precision and steel blasting versus the industry standard , sand blasting , to make them heavy-duty . They ’ re built specifically for the people we are marketing to – the hard-working class of individual that keeps our economy running strong . Those people are the backbone of the American economy , so the trailers we build need to be as tough as they are . That ’ s PUMA Tenacity !”
PUMA Trailers puts the needs of dealers first , which is why the company doesn ’ t have a standard set mile radius for non-compete clauses or a strict MAP policy . The manufacturer works individually with each company to set guidelines that work best for dealers .
“ We want to make sure our dealers are taken care of and feel comfortable with our policies ,” said Cowden . “ If we gave dealers in a rural area the industry standard of 30-60 miles , it would do them no good , since their closest competitor could be 90 miles away . We also like to give dealers the freedom to set their own profit margins and market them as they see fit .”
The manufacturer prides itself on a 4 to 6-week lead time , even during COVID-19 , when some trailer manufacturers are 28 to 30 weeks out . It does this by being selective with its dealers and assigning each dealer its own weld lines .
“ The only time we add dealers is when we open up new weld lines ,” explained Cowden . “ Another dealer coming into the game is not going to take stock away from a preexisting dealer . Our mission is to take care of our customer first .”
Instead of giving customers the runaround , the company strives to help customers take advantage of its two-year warranty . When dealers have problems with OEM parts , PUMA Trailers sends replacements immediately and tracks down its side of the problem later .
“ Warranty can be a big game of dodgeball ,” admitted Cowden . “ Many think the idea is to spend the least amount of money possible and deny , deny , deny . That ’ s not how we operate . In fact , I like to have a relationship with all my dealers . After trailers leave our lot , the reputation of our product , in the eyes of the consumer , reflects on the dealer . If anything goes wrong , the dealership is taking the brunt of the negativity . Your customers pay your bills . If you ’ re not taking care of your customers , you ’ re not going to be successful .”
It is this attention to detail and impressive customer service that has led PUMA Trailers to success in a brand-new market . In every PUMA Trailer that leaves the plant , customers can expect quality , pride and the PUMA Tenacity to attack any job .
www . natda . org NATDA Magazine 19