December '18

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rv-pro.com December 2018 • RV PRO • 43 Dalton Frederickson acknowledges the challenges of competing with much larger dealerships that can offer lower prices on new RVs and aftermarket accessories, thanks to their bigger purchasing power. "You get closer to the buying process (with the customer) and sit down at the desk and they pull up information on their mobile devices and say, 'Well I've got this unit in Indiana that's $2,200 less. Can you match that price?' Well, no. I paid the driver $2,200 to get it here," he quips. However, these same individuals from local to the area often come back to him when they're not getting the customer service they want and expect from the larger dealerships, he adds. Another problem facing Dalton's RV is one that bedevils many a dealership: Finding and retaining local talent, including service technicians. A shortage of employees has limited the dealership's ability to take on more service work, but Dalton Frederickson says he prioritizes serving customers who purchase from his busi- ness – and that those customers have rewarded him with repeat business over the years. Chari Frederickson (left) confers with Store Manager Marti Kramlich about a customer's parts order. The dealership believes in having a well-stocked parts department.

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