June '17

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42 • RV PRO • June 2017 rv-pro.com D E A L E R S With the bulk of the dealership's customer base coming from out of state, Lichtsinn and Thompson say the dealership must make sure value exceeds cost to get guests to leave their hometown and travel to Forest City for their purchase. "What is validated in our reviews is the experience a guest will have leading up to their purchase," Lichtsinn says. "While here, they will receive an educational orientation with certi- fied RVDA technicians and we follow up remotely. We offer a product that is nomadic and we have to express that long reach of service and education outside of break-in procedure." A Strong Focus on Service On the service side, Lichtsinn RV has eight service bays and six full time RVDA-certified technicians. The dealership's proximity to Winnebago helps it procure parts more quickly and the dealership also can outsource its paintwork to a Win- nebago paint plant resource in town. Looking at the dealership's service schedule on any given day, there will be guests from all over the country. "It's not abnormal for our guests to take advantage of our service experience," Lichtsinn says. "We absolutely welcome guests who didn't purchase from us. We don't discriminate based on where someone purchased their coach; we service them regardless. It's an opportunity to display our professional level of service and provides a chance for us to win them over as a guest. "The advantage from a service perspective is our expertise," he adds. "We help remotely by trouble shooting and expediting parts. In some cases, service advisors become a technician hotline for those who need help. We have people perceive us to be the factory based on our expertise." When it comes down to it, Lichtsinn and Thompson are in the business not simply to sell RVs – but to help promote the RV lifestyle. "One of the most fun things about this job is that the purchase of an RV is tied to some sense of freedom. Whether a customer is retiring or they are close they have the freedom to travel where they want," Thompson says. "Likely we have worked with them a long time, crossing from planning and dreaming to moving into reality. It's exciting to be a part of that." Above: The parts and service department team stands ready to assist customers. At right: Sales consultant Jason Bruckoff responds to a potential customer via email. The trophy case highlights just some of the awards Lichtsinn RV has won over the years.

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