September 17, 2012 5 Comments
This weekend, I did something I don’t believe I’ve ever done before.
I went to a Ford dealer and bought a Ford automobile.
We tried getting by with our two cars but, with 2 high-school age kids and the ever-growing list of places-to-go and people-to-see, we finally had to make an addition. The odd fact is, that I never even bothered seriously considering another make of car this time around. This, from someone whose last few business cars were all Mazdas and whose family van is currently a Toyota.
Why? Let me give you four simple reasons:
1. Quality. I don’t care what the item is, or what the argument for domestic production is, if you’re not high-quality, you don’t earn my business. Ford has been making great strides in this area, enough that they slowly but surely edged back onto my radar screen. When my 18-year old and I took a test drive in a gently used 2010 Fusion, we were quite impressed (at the top of his list: the sound system, and the cool blue vanity lighting in the cupholders!)
2. Scott Monty. Scott is Ford’s social media guru, though I became acquainted with him back in 2007 or 2008, before his tenure with Ford. Scott has done a great job putting a more human face on a venerable American institution, and that goodwill (earned over time) translated into, not only consideration, but strong leaning, when it was time to make a purchase. It pays to hire good people. If you’re keeping score, President and CEO Alan Mulally: +1, Scott Monty.
3. Principle. Ford had the guts to refuse the government bailout years ago. While Chrysler and General Motors decided to become state-run institutions (or facsimiles thereof), Ford held to free-market principles. Thousands of us Americans never forgot that, and when it was time to make a purchase this weekend, guess which two companies were not even in the running? Granted, Ford is not some perfect company filled with angelic beings, nor are the employees of GM and Chrysler the spawn of evil. I reserve the right to re-consider GM products in the future, of course – but only if and when they are no longer a ward of the federal government. It’s not personal – it’s principle.
4. Referral. My entire solopreneur business model is based on trusted referrals. When I reached out on Facebook about my upcoming decision, a good friend (thanks, Janice!) recommended that I deal with Tommy Garcia over at Wayne (NJ) Ford. They also said that the General Manager (Troy Mol) was great. I reached out on-line and got an immediate and friendly response from Milca Irizarry, and meeting each of them over at the dealership was a pleasure. Purchasing cars can be a dreadful experience. My time at Wayne Ford has, without a doubt, helped advance my view of the Ford brand. If you’re keeping score, Mr. Mulally: +3, Wayne Ford.
I am not going to change the world of business by one little car purchase, or through any of my social media rants about it (e.g., here and here). But this entire experience simply reinforces the power of what should be obvious, in any business. Make great stuff. Do the right thing. Hire the right people. Treat customers right. And the end result will be the vein of gold that every business seeks – enthusiastic referrals. And sometimes, very public commendations…
(lest there be fuel for cynics, so let me say up-front that I have received no financial or other consideration for writing this post. I just believe in telling it like it is – and that includes the good stuff when it is earned!)
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