CUTTING EXPOSURE

Croft developed the mobile service division into an operation offering service and repairs for home air conditioning systems, heating and ventilation systems and major appliances, as well as outdoor power equipment. The mobile unit also installs and repairs home generator systems and uninterruptible power supplies

Not only has the move broadened Croft Power Equipment's existing and potential customer base, but by expanding into areas outside traditional boundaries of the OPE business model, the company also has lessened its exposure and reduced its vulnerability to some of the negative trends afflicting the independent sector.

Croft's efforts to overcome industry-wide challenges have not come without some obstacles of their own. Chief among them have been getting the word out to customers and potential customers about the new services being offered by the mobile division and trying to manage two separate businesses while keeping them integrated and working together as part of a single company.

Even with his focus on the new aspects of his operation, Croft stresses that he has not lost sight of the fundamentals on which he has built his company.

"In a service-oriented business like ours, the concepts of quality and service are everything," he says. "When customers are treated well, not only will they keep coming back, they'll also recommend us to their family and friends."

Along with keeping an eye on the big picture, Croft has always paid attention to the small details, and he credits that steadfast approach with playing an important part in the company's growth.
"Keeping a clean store, having nice, eye-pleasing displays and, of course, providing quality, friendly services-these are the things that keep your customers coming back and your business growing," he says

As committed as he is to keeping Croft Power Equipment ahead of the industry curve, Croft keeps both feet on the ground and all things in their proper perspective. Without humor, he says, life would be "dull and boring," so he tries to make work a fun environment.