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Key Idea: Lavish Special Treatment On Your Customers

Professionals are All Brand's core customer base.  Parts are parts but the service here is extraordinary and this is why customers come back nearly everyday. More...

Key Question:

A: 

Make sure that repeat customers are made to feel special.

All Brand Appliance's core customer since the company opened its door has been the appliance repairman, not the do-it-yourself guys. Rick and Jeff know that all customers are not equal.

Q: How do the repairmen feel about doing business with All Brand and what is the company doing to get these rave reviews?

A: The pros love shopping at All Brand. They told us that they get excellent service and All Brand knows what they will need and it is in stock. We think the rave reviews occur first of all because All Brand treats the repairman like family. It is true that many families don't treat each other with unconditional love but that is what we intend to say. Treat customers with unconditional love and treat them as if they are all you have. Yes, treat customers as if you'll never find another one. You only have one Mom and one Dad and maybe one or two brothers and sisters. Treat customers as if you only have a small handful and you know their likes and dislikes. You remember the time when their dog died. You were there when they graduated from high school and when they got married. Feel the feeling? Family is special. Treat your customers like the special people they are and you could have 13,000 of them soon.

Second, All Brand has a special place to service the most profitable customers. American Airlines invented the frequent flier program that has been copied by every other airline and most good businesses. Just as American Airlines has a special phone number and web place for its most profitable customers, All Brand has a special counter. In fact, most of the counter space is dedicated to the professional repairman and a small spot for the do-it-yourselfer is served only if there are no professionals in line.

Think about it

Do you treat all customers equally? What could you do to lavish more special treatment on your most profitable customers?
 

Clip from: All Brand Appliances

Mount Ephraim, New Jersey: In this episode of the show we go to Main Street America (just outside Philadelphia) to look at a classic family business, one that exists in most communities in America but seems to be threatened by new distribution systems and mega-stores like Lowe's and Home Depot. Talk about pressure... Yet, these small businesses may actually thrive in our fast-paced, ever-changing business culture. Best practices is what they do.

If a washing machine breaks, the parts needed to fix it are on the shelf of their store. Owned and run by brothers, Rick and Jeff Presant, the pros, the handyman, and the weekend warriors (honey-do's), are all welcomed to buy appliance parts at All Brand Appliance. With 12 employees and hundreds of ever-faithful customers, these two are building a business on kindness. That's right, kindness.

To prepare to buy All Brand from their father, Rick had his own supply company in another territory and Jeff worked for others.

Go to all the key ideas and videos of this episode...

All Brand Appliance (JP)

Jeff Present, Co-owner

170 North Black Horse Pike
Mt. Ephraim, NJ 08059
800-736-5870

Visit our web site: http://www.allbrand.com/

Office: 800-736-5870

Business Classification:
Retail/Wholesale

Year Founded: 1984

Lavish Special Treatment On Your Customers

HATTIE: Hi. I'm Hattie Bryant. Our goal here is to teach by example; to provide you with the best role models; to show you that there are millions of good people in this country running good companies These men and women try every day to do the right thing and over time, their customers reward them with undying loyalty.

According to research done by the USC Marshall School of Business, the average life of a family-owned business is 24 years. Today you will meet two men who have passed that bench mark and they defy that fact 70% of all family business fail when the attempt is made to pass the business to the second generation.

(Voiceover) Rick and Jeff Presant are brothers who are building on what their father started.

When your washing machine or refrigerator break down, where do the repair people get the parts to fix it? In Mt. Ephraim, New Jersey they will likely go to All Brand Appliance.

Unidentified Man #1: All right. How much is this?

RUTH (Employee): Eight sixty-nine plus the tax.

Man #1: That's actually pretty good. The other guy wanted $12.

RUTH: OK.

HATTIE:

(Voiceover) All Brand sells parts, 13,000 different parts, both retail and wholesale.

RICK PRESANT (Co-Owner, All Brand Appliance): We have our counter area divided up. That's for the consumers, do-it-yourselfers. And this is our wholesale counter. And basically, the reason we divide it up is we're mostly a wholesale business. These guys are the reason we're in business, and we want to get them in and out so they can get back out on the road.

Unidentified Man #2: When you call, you get a person, you don't get an automated machine. And they always tend to help you, they bend over backwards. And they're local enough for me to come and get stuff. I can just make a phone call, `Hey, I need this,' and `OK, we'll get it for you,' and they go out of their way to get stuff for you, also.

HATTIE: OK.

RUTH: George, is it a double-wall oven?

GEORGE (Customer): I don't know.

RICK: Things get busy enough, we pull everybody in the store out to the counter.

HATTIE: So all 13 people who work for All Brand could possibly be back here helping customers at once.

RICK: They could. It would be nice if we needed all 13. We haven't gotten to that point yet, but...

These are where most of the appliance parts are. The exception is th--are the maintenance items, which...

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