Bob Ulrich

Editor

Bob Ulrich was named Modern Tire Dealer editor in August 2000. He joined the magazine in 1985 as assistant editor, and has been responsible for gathering statistical information for MTD's "Facts Issue" since 1993. He has won numerous awards for editorial and feature writing, including five gold medals from the International Automotive Media Association. Bob earned a B.A. in English literature from Ohio Northern University and has a law degree from the University of Akron.

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Successful marketing tips from Walterville

By: Bob Ulrich

Customer service is the rule in Walterville.

When it comes to successful marketing and customer service, having a small-town sensibility is a good thing. And there is no smaller, and more successful, town than Walterville.

Well, Walterville is not really a town. It is more of a warehouse complex known for selling propane. But it seems like a small town. There is a "Welcome to Walterville" sign at the entrance off of Copley Circle in Copley, Ohio. There are buildings everywhere, some used for storage space, some rented out to small businesses.

And the Walter family runs Walterville. Ric Walter is the proprietor, but you never know which family member will come out to greet you when you stop by.

I recently needed to refill my propane tank and was waited on by Ric, a friendly fellow who talks with you, not at you. That happens to be number four on the "Top 10 reasons to buy your propane in Walterville" list (more on that later).

Ric's sister, by the way, is Chrissy Cox, wife of Mike Cox, CEO and president of the Independent Tire Dealers Group LLC (ITDG). Chrissy is often the co-host at the ITDG meetings, and if you like her, you would like Ric. It's that "small-town sensibility" thing.

I get my propane tank filled for $22. That tends to be more expensive than other local propane suppliers, but they don't fill the tank to the brim. According to an Associated Press article in 2009, partial refills became common practice when oil prices spiked in 2008.

"Since then, propane prices have been cut in half as the price of oil has dropped," revealed the article. "But smaller refills are still being sold nationwide by many dealers, and most buyers are unaware because the tank is the same size."

I know this because Ric recently gave me a copy of the article -- he keeps copies handy at the propane pump underneath the "town" bell. I was telling him how I like to come there for my propane, and he enlightened me on the practices of other local propane suppliers.

On the back of the article, Walterville's price is compared to five competitors. In order to make it an apples-to-apples comparison, the prices are extrapolated to match the price of a full tank. For example, the 20-gallon price at the local Sears outlet would be $28.39; Home Depot and Lowe's come in at $28.36 and $26.65 respectively.

The sales pitch may be soft, but it is to the point. But wait, there's more.

The "Top 10" list, posted outside the building at the point of sale, is even more convincing. Here are the unedited reasons, in decending order, why you should refill your tank in Walterville:

10. $6 less than tank exchanges!

9. We fill to the maximum!

8. Easy to pay.

7. Cash or check (we don't accept chickens or squirrels anymore).

6. We have candy! (Editor's note: I had an orange Starburst the last time I needed my tank refilled.)

5. Exceptional assistance for women & cute girls.

4. Enlightening conversation while we fill.

3. Value, value, and did I mention value?

2. You want some other Bozo's tank?

And the number one reason:

1. You get to ring the bell!

The list is not full of empty promises, as I know from going to Walterville for the last 18 years. And I will continue to go there for my propane, although I miss paying by squirrel.

Related Topics: ITDG, Marketing tips, Sears

comments

1. john | May 10, 2010 at 02:19PM
   Interesting blog Bob. I especially like the Top 10.

2. clive | June 10, 2010 at 01:07AM
   Great blog, it put a smile on my face, and i love the top 10.
   
   I think that we should consider something similar for our retail outlets.
   
   I work for the Firestone distributor in Saudi Arabia and guess that we would need some minor editing as we dont have any squirrels, although we do have an excess of camels.
   
   The assistance for women and cute girls would cause a few headaches as well, the fairer sex are not allowed behind the wheel here.
   
   

3. charles | October 04, 2010 at 02:04PM
   Those look like some successful marketing tips. I hope I can convince my partners to incorporate a better marketing plan. Thanks!