DOTY finalist: Action Truck Parts

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Updated Jul 29, 2016

Last week Truck Parts & Service announced its finalists for the 2016 Distributor of the Year award. We are now taking a brief look at each nominated distributor.

For information on Action Truck Parts, we turn to Vice President and Sales Manager Nick Seidel.

When was your business founded, and by whom?

The business was founded in May 2005 by my father, Ben Seidel, his partner at the time, Bill Dudek, and myself.

How many locations do you have? (Please list the cities)

Two locations, Bolingbrook and Rockdale, Ill.

How many employees do you have?


What is your company’s value proposition?

We go above and beyond for our customers. In a market like Chicago, there is a lot of good competitors. Our customer service is the best in the marketplace. Sets ourselves apart from the rest. Everyone here sells on price and we are by no means the cheapest option, but we are the best option.  If we do not have a part in stock, we will find it, get it, and deliver it to the customer if necessary.

The value that our store offers is hands down the best in Chicago. By putting the products at the finger tips of our customers, it allows them to make the decision as to what they buy. It doesn’t force them to buy what give them but offers options for them to make the best decision for their business.

What has been the biggest change in your business over the past calendar year?

Biggest change that we have had is our focus on our retail business. Merchandising of our entire store front and holding the suppliers responsible to get involved with the new approach to how we go to market with our walk in business.

Why do you believe the heavy-duty aftermarket has nominated you for this award?

Our approach to engage our customers with a retail environment. Being involved with what the heavy-duty aftermarket has been lacking, retail marketing. We get our vendors involved with our approach to sales with merchandising our store. Planograms, action plans, and following through on our end to help our suppliers increase their sales to us. We then hold the suppliers to the fire by requiring them to have a retail approach to selling their products.  Trying new products whether or not we know our customers will buy them. Giving the supplier the opportunity to grow their business through us.  It’s truly a partnership with our vendors. What they can offer to help us sell more, only helps them sell more to us.

For more on Action Truck Parts, go to, and check Truck Parts & Service magazine in the coming months.

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