A focus on service pays off in difficult marketplace Like any other big-ticket item, RV sales have slowed in the current economy. Trade associations estimate 2008 sales were 33% below those in 2007. And while sales are picking up in 2009, many dealers are finding it hard to stay open for business, let alone make money. But one dealer has defied this trend, finding success in this market with a solid game plan.
“The McGeorge difference is not just a slogan,” says Ed McNamara, President of McGeorge’s Rolling Hills RV SuperCenter. “Our value-added programs and commitment to service are designed to make the purchasing and owning of an RV a great experience for each and every customer. Our greatest source of referrals is from existing customers.”
Sales/available income at Virginia’s largest dealership is up 2.5% in volume over last year, and their profit margins in service have skyrocketed. McNamara credits a focus on customer-centric benefits as an important differentiator in their marketplace. Customers value the extra benefits they receive from the dealership and EasyCare, like 24-hour roadside assistance, 24-hour tech support, free EasyCare KeyCare key/key fob coverage and 30 days of EasyCare Personal Assistant, that come standard with every McGeorge RV.
Training programs are also a key investment for the dealership. Salespeople are sent off-site for specialized instruction, as well as monthly on-site classes. Service technicians also train for certified and master designations, enhancing the customer’s overall experience and satisfaction.
“The team at McGeorge’s has always had a strong emphasis on training, and has eagerly participated in every program we’ve offered,” says Kurt Harbeke, head of the RV division at EasyCare. “This approach of value-added benefits with superior service levels has been a winning combination for them.”
McNamara adds, “We have found that investing in staff and long-term partners pays off with the greatest dividends. We work to improve all facets of our dealership—we believe that long-term success comes from doing 100 things 1% better every day.”
Automobile Protection Corporation – APCO is the leading independent provider of automotive benefits specifically created to enhance a consumer’s vehicle buying and ownership experience in ways that create long-term bonds between the consumer and their dealership. APCO’s benefits are provided under the EasyCare brand, as well as on behalf of some of the most preeminent manufacturers in the automotive industry, including Jaguar, Land Rover, Mazda and Volvo. With over 2.8 million contracts currently in force, APCO has paid over $2 Billion in claims, approximately $180 Million of which was in the last 12 months. They consistently maintain a Better Business Bureau rating of A+, and have been honored with numerous customer service awards, including being named the only Motor Trend Recommended Best Buy extended service contract, the 2008 Dealer’s Choice Platinum Award and many other acknowledgments over the years. Visit their website at http://www.easycare.com.
About McGeorge’s Rolling Hills RV SuperCenter
McGeorge's Rolling Hills RV has been in the recreational vehicle business for more than 35 years selling America's #1 RV brands to the world's finest customers. By providing the best selection, the best brands and the best deals, they have become the #1 RV dealer by selling more units that any other dealer in the state of Virginia, based on statistical surveys. Learn more at www.mcgeorgerv.com.