May '17

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22 • RV PRO • May 2017 rv-pro.com D E A L E R S Last year, Best RV sold 621 toy haulers – beating its fifth wheel sales by exactly 20 units. Ammari says he knows he could have sold even more if he had the inventory. "In 2008 and 2009, when the toy hauler manufacturers slowed down, a lot of people got laid off. Management never realized demand would come back that strongly," he says. "For example, I used to stock 60 to 80 units, but now I can barely stock 20 at a time because they cannot keep up with our sales." His backlog for Sandstorms is almost 170 units, while he has more than 140 Attitudes on order. He goes through a monthly allotment of eight units in a weekend. "The challenging part is I cannot sign up for other toy hauler brands in Southern California because they've already been taken," he says, admitting there's no realistic solution other than to simply wait for manufacturers to address their capacity issues. Meanwhile, Best RV continues to rely on bread-and-butter travel trailers. Last year, the dealership sold 1,404 – more than half of the 2,568 total units that left its 22-acre site. Numbers like those are what keeps Best RV at the top of the sales chart in California for three years running and neck-and-neck with a Texas-based chain for top towable dealer in America for 2014 and 2015. Not a 'Candy Store' With 1,300 units on site at any time, it's somewhat sur- prising that Ammari's key to success is based on the idea that less is more. "You don't want to be a candy store. You don't want to have every product manufacturers offer in the market at your dealership," he says. "You want to pick a certain product line, be focused on it and work hard on having the best-selling floorplan. Stock that floorplan deep so when the customers walk in, you don't have the situation where you say, 'Oh, I'm sorry, I'm sold out.' Guess what? That customer is going to go down the street and buy somewhere else. He's not going to wait." Best RV utilizes a no-haggle model, but Ammari admits the price doesn't always sell. That's when it's time to sell the customer on a unit's features and its manufacturer, he says. Of course, he insists his 15-member sales staff promote the dealership, too, because customers want service after the unit leaves the lot. To that end, Best has a seven-bay shop with two bays ded- icated to PDI. There are more than 30 shop employees and Ammari's brother, Zee, is the department's manager. Notable among the group is a nine-strong detail crew; Ammari insists it's essential for his speedy delivery process. Best RV works to create a welcoming environment for customers, starting at the front entrance. The dealership utilizes a no-haggle sales model.

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