November '18

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NOVEMBER 2018 THE SHOP 25 within a handful of miles of our produc- tion facility. We had been giving a majority of our wheel business to a local distributor for the past dozen years or so and had become a large- volume customer. The problem was, our repeated requests constantly fell on deaf ears. Meanwhile, MHT chose a well-respected individual to manage the new location. Matt Palmquist has always shown great integrity in the industry, working years in the wholesale tire arena, and was a few months away from his new career change when he came to us for advice. I recall him asking our thoughts about the potential of the new location, but the question he asked that was most important to me was, "What can I do to make you more successful in selling custom wheels?" The answer was already on the tip of my tongue: refrain from selling directly to new- and used-car dealerships in our market. His answer was quick and convincing. All he said was "done." Well, a year later, he has not only kept his word but has also been heavily involved in our increased success at selling custom wheels. Our partnership with MHT is now worth its weight in gold. In teaching my 16-year-old son the importance of integrity, it comes to mind that good business has similar values as growing up. Integrity is yours to lose and is affected by daily decisions. Once lost, getting it back is equivalent to climbing Mt. Everest wearing ice skates. Your next best supplier could be right around the corner. Invest the time in searching them out. DINO PERFETTI is a 30-year veteran of the automotive after- market industr y. Currently serving as SEMA PRO Council Chair-elect, he is engaged with several industry professionals with visions of increasing the opportunities in bringing products to market through car dealerships. Joining Automotive Concepts in 2008, he is the sales manager, leading a team in customizing vehicles for over 250 dealer- ships throughout the Midwest. Contact him at

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