DRIVEN G R EGG YAG E R
TO SUCCEED Meld old-fashioned service with online accessibility. S TO R Y J A M E S C O M B S
uch has changed in the automobile industry since Greg Yager began his career with Plaza Cadillac as a used car manager in 1989. Today, consumers spend more time researching prospective vehicles online than visiting various dealerships. In fact, many computer-savvy buyers take the car-buying process as far as they can online before visiting a dealership and test-driving their dream automobile. “We’re finding more and more that vehicles are sold before a customer ever gets to the dealership,” says Yager, who became general manager of Plaza Cadillac in July 1994. While fewer people shop the old-fashioned
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way, that does not stop Greg and his team from delivering old-fashioned service. And that, he says, is the company’s most powerful marketing tool. “When customers come here we realize their most valuable asset is their time. We can replace cars and money, but we cannot replace their time. If you strive for 100 percent satisfaction in every interaction, then word-of-mouth becomes your most effective way of marketing.” Greg urges other business owners to follow that model. Although technology is moving fast and the world continues changing at an increasing rate, you can still take pride in the service you offer and greet customers on a first-name basis. “Once you have a customer, you have to do
everything necessary to keep that customer. Make sure your employees are trained to properly listen to and service customers because it’s all about the customer.”
“When customers come here we realize their most valuable asset is their time. We can replace cars and money, but we cannot replace their time.”
24 LAKE B US I N E SS MAGAZ I N E.COM