A Road to Success
“Yes, we have competitors,” Yager acknowledges. “But if you’re an owner and the company you do business with treats you very, very well, why switch? That’s why some customers have been with us for 30 years.”
Beyond Corvettes
In the 1990s, Yager engaged a catalog consulting firm, which promptly advised him to get additional product lines. At his 137-acre corporate campus in Effingham, all the pieces were in place for expansion: warehouse space, merchandising team, catalog production and database management capabilities. What was needed was another brand of automobile about which the owners were passionate.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
