It could be said that Ernest J. Boch is a product of his times.
He fits the mold of the young, aggressive men prevalent on the American business scene today. His zest for business and capacity for work seem boundless.
But to these sometimes cold, hard business talents, E.J. Boch adds a personal, philosophical and scientific touch that is not readily found among today’s fast-rising young executives.
Boch is 36, married and the father of seven children. He has a boat, belongs to the Catholic Church, holds membership in the usual organizations and is a veteran of World War II.
His business is selling automobiles. His most recent move in this highly competitive sales field is the opening of a new Dodge dealership in Norwood.
To Boch Dodge, at 1201 Route 1, Norwood, E. J. Boch brings 17 years of automobile sales know-how and a sales approach laced heavily with good old-fashioned common sense.
Much of Boch’s auto sales philosophy stems from his early experiences in the business.
Following his discharge from the army after World War II, Boch sold used cars in New Hampshire until 1949 when he returned to Norwood to take over the parts department of his father’s small combination gas station and automobile dealership. The dealership was selling 60 cars a year.
It was also at this time that Boch sold his first new car. He has sold the same customer consistently since that time.
In later years Boch moved up to take over the dealership. In 1955 the gas station business was set aside, an extension put on the building and a full time dealership operation set up.
Last year the Boch dealership sold 2,000 new cars.
THREE BASIC FACTORS
Boch feels there are three basic factors involved in selling automobiles to the public. Individual customer treatment, strict customer followup and a sound service facility.
“Every sales is a brand new thing,” Boch said, “there is no pattern. If you try to fit customers into a slot and ignore their individual desires, the customer will ignore you and your product. Each customer is a new person.
“When a customer invests anywhere from two to four thousand dollars in an automobile, it is probably one of the biggest and most important purchases he will make. He deserves every understanding and consideration possible.
“I would rather sell a customer a cheap model car with less mark-up than push him into something way out of line with his budget and have him dissatisfied with his car buying experience with me,” Boch maintained.
“A high percentage of automobile buyers finance the purchase of their cars and it must be remembered that
each month as the customer makes his payment he is reminded of the automobile in his garage and the dealer that sold it to him. If the customer is unhappy with his purchase and or the service, he is reminded of it and the dealer every thirty days.
Boch keeps a record of every customer that walks into his showroom. To determine why they are there. If they were interested in buying a car and why they did or did not.
CRITIQUES AND CLINICS
Critiques and clinics are conducted with the salesmen on a regular basis. Sales are analyzed and walk-outs studied.
Boch’s conviction that a service customer must have an equally favorable experience with an automobile dealer is firmly rooted in his sales philosophy.
“A customer may buy a car from you and be happy with his purchase, but if you don’t take care of him equally well in the servicing of his automobile chances are he will look around for another dealer.
“Or a service customer with a competitive make auto may like the way he is handled and return to your dealership when he is ready for a new car.
“Again,” Boch said, “each customer is a person. And I’m sure a lot of people buy cars for the service they receive from the dealer rather than the nameplate on the hood of the automobile or the way the fenders are shaped.”
“In his new Dodge dealership, Boch’s words are put into reality. The building facility has 9,000 square feet available. Of this 6,000 square feet will be devoted to service with the remainder avail-
able for showroom and office space.
Car selling is a full time job with E. J. Boch. He has no hobbies other than his boat, he puts in a 12 to 14 hour day and thrives on it.
“I get a real kick out of the automobile sales field,” Boch said. “It’s competitive, very competitive. I like the imagination it takes to stay successful in the business and I like working with people ”
(All articles originally published in the Norwood Messenger)