Bill Nehmer wanted to capture everyone’s attention.
He’s thinking back to when his company, Great Dane of Utah, was planning its new headquarters facility in Salt Lake City.
Nehmer had opened Great Dane of Utah in 2001 with a focus on customer experience and service professionalism, and the strategy worked. From a single location in Salt Lake City, Great Dane of Utah was one of the brand’s largest dealer partners. The company expanded its AOR into Nevada, Arizona and Wyoming, and was supporting customers operating across the mountain region of the United States.
Great Dane of Utah cultivated a reputation of excellence, and Nehmer knew the new building had to represent that standing. When customers came from across the region to the store, either to pick up new trailers or parts; for service events; or to attend the company’s many customer training, educational and appreciation events, the new facility had to impress.
Nehmer is glad to say it still does.
“We built the nicest facility in the United States. And I say that matter of factly,” he says. “The Great Dane corporate headquarters that exists today is a result of people coming here and saying, ‘Why is this a better facility than that one?’
[RELATED: Finalists named for second annual Trailblazer Award]
“It wasn’t long after we opened that people were coming from all over the country to see our store.”
Nehmer’s pride in his location is evident, but it’s not just because of any architectural or stylistic choices. Great Dane of Utah’s facility is the embodiment of the premium customer-centric culture he set out to build almost three decades ago.
When customers visit Great Dane of Utah, Nehmer wants them to expect the best experience they can get from a trailer dealer. The store has to represent that, as does every service the company offers and every member of the Great Dane of Utah team.
“We’ve always set the bar high,” he says.
And this year, in being named a finalist for second annual Trailblazer Award, powered by Successful Dealer, it’s clear the company is meeting its standard.
“We want customers to think, once they’ve worked with us, why would they go anywhere else?” says Jared Nehmer, sales manager. “If we can be attentive and responsive — if we can provide a great experience where customers are treated like family — customers aren’t going to want to go anywhere else.”
The company’s success indicates they don’t.
In addition to being one of Great Dane’s best-selling dealers, Great Dane of Utah also has an impressive service operation. The company draws customers into its shop from multiple states and has a mobile repair business that’s active throughout the Rocky Mountains. Additionally, with preferred service partnerships across the western United States to help customers who cannot get to SLC and a rental and lease fleet of more than 1,000 trailers, Jared says customers who work with Great Dane of Utah never have to be worried about extended downtime.
“If you have a break down in Texas, we know who can help you that day,” he says.
The company’s commitment to customer service can be seen in other areas as well.
Great Dane of Utah’s training calendar includes events on equipment, regulations and other hot-button industry issues and are open to customers and prospects alike.
The company’s sales team also leverages its strong relationship with Great Dane to inform customer ordering discussions and has a post-sale communication process designed to ensure uptime and customer satisfaction. Then there’s the swag. Jared says Great Dane of Utah spends “$100,000 a year on giveaways” for customers to make their experiences memorable.
[RELATED: Learn about 2024 Trailblazer Award finalist Frontline Truck & Trailer]
“One thing Bill has always said is if even if a customer doesn’t buy their equipment from us, we want them to say we are the nicest company they have ever dealt with,” says CFO Dianne Driggs. “Customers are always coming back here.”
Adds Jared, “The feedback we get from customers is they want to come back here because of the experience they have.”
The experience within the company’s building is equally impressive.
Great Dane of Utah invests in its workforce. Bill says the company always wants to pay “the best in town,” and has the strongest retirement benefits “the law says we can allow.” A robust insurance plan, detailed internal corporate employee recognition program, twice-a-week corporate lunches, teambuilding events and a charitable spirit for its community also support the company’s culture, and keep turnover incredibly low.
Which helps hiring too, Bill says, as existing employees often refer friends and family to the business when an opening occurs.
“Employees are willing to extend an invite to their friends and family because they know the kind of place where they are working,” he says. “We take pride in that.”
The Trailblazer Award was created last year recognize and honor North America’s trailer dealer community for their essential support of the transportation industry. The Trailblazer Award is graciously sponsored by Hendrickson and Procede Software. To learn more about the program, go the award page.
