In my prior life as a director of car sales for Hertz North America, I fondly remember our top sales person. Bill Williams made more money than any other sales person and he did it with the least amount of inventory because he was located in Hawaii. He single-handedly sold out the entire inventory every year, enabling us to avoid shipping cars back to the mainland for disposition.
I invited him to speak to all of the regional managers at a national meeting to share his secrets. But to my surprise, there were no secrets. He simply said that he worked hard to get people to know, like and trust him.
If you approached a Hawaiian and asked what they knew about Hertz Buy-A-Car, most would shake their heads and say “not much.” However, if you asked what they knew about Bill Williams, he or she could talk about Bill for an hour. Although Bill used the Hertz brand, the brand that he focused on was his own.
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