Dealer drives customer satisfaction
“You have to have a lot to sell a lot,” said Rick Holder, general manager for Bob Price Chevrolet GMC Buick in Fredericksburg.
Holder said Bob Price strives to offer the best values at the best prices in both sales and service. And with approximately 135 new and 75 used cars and trucks on the lot, “we have a great selection of state-of-the-art Chevrolets, Buicks and GMCs and the largest pre-owned selection in town.”
“In the car business, it is all about what comes first — the chicken or the egg,” he said. “Do you need cars to bring in customers or customers to go get the cars? In our business we have to have the cars because we never know if that person who comes in wants to buy an orange, red or green car.”
Holder added that there are so many different options, and it is important to be prepared for that one feature that is a “must have” for each customer.
As for the used cars, “All of our pre-owned cars are only offered for retail if they pass our rigorous safety inspection,” Holder said. “Otherwise they are wholesaled. We can stand behind them because we actually inspect them both mechanically and cosmetically.”
Holder noted that training is mandatory on all General Motors products, and the sales consultants must meet quarterly training requirements.
Bob Price Chevrolet Buick GMC will celebrate its third anniversary here in October. It is the third dealership owned by Price, with others located in Pleasanton and Floresville.
The Fredericksburg dealership boasts a “comfortable lounge” with cold water, fresh fruit and three different television screens.
In addition, the dealership offers a shuttle service and alternative transportation that needs to be scheduled in advance.
On the service side of the business, Holder said that they actually service all General Motors products.
“Our technicians are certified in the GM process,” he said. In addition, they offer service on all non-GM products “so we can be a one-stop shop. We offer competitive pricing and quality work, and we stand behind our work.”
And while they constantly strive for complete customer satisfaction, Holder said that if a customer is not 110 percent satisfied, they should feel free to contact the service manager or him at the dealership.
Along with good customer service in both sales and service, Holder said that Price is also a firm believer is giving back to the community.
“When Bob Price interviewed and hired me, he stressed that his number one priority is to become part of the community, and with his name on the building, to him, reputation is everything,” Holder said.
Since establishing the dealership here, Price has donated to such causes as the Boys and Girls Club of Fredericksburg Golf Tournament, the Gillespie County 4-H and FFA Livestock Show and Auction, the scoreboard at the FHS Stadium, Little League, youth soccer and more.
On the job as general manager since late January, Holder has been in the automobile industry for 32 years.
He started in Detroit, Michigan, running a Honda dealership. From there he transferred to Fort Lauderdale, Florida, and then San Antonio to manage Land Rover stores before coming here.
Working in different markets, he has found one constant: “Everywhere you go, everybody wants a good deal, no matter what market you are in.”
“What’s different about Fredericksburg is that it is a rural community that is driven by market and reputation,” Holder said. “In metropolitan areas, you have so much drive-by traffic, but here you have to earn the right to sell people cars.”
“And then,” he said, “you have to follow through with good service and good customer relations.”
“I will admit that we are not at 100 percent customer satisfaction yet, but we are committed to getting there,” he said. “We have room to grow and that’s our goal. We don’t offer excuses, we offer solutions.”
“We want our customers to feel confident and comfortable with the way they are treated — both personally and financially,” Holder said.