American Honda wrote an outstanding story about Bill LaBerge. Read on!
Salesman Retirees after 35+ Years at Same Dealership
January 13, 2012
It is not uncommon to have associates spend more than three decades at Honda, but it is rarer to find a dealership employee who sticks around selling the Honda brand for that long. Here is the story of one such salesman who will give his last sales pitch this month. Or will he?
When Bill LaBerge began selling cars at Zimbrick Honda in Madison, Wis., more than three decades ago, he never thought his experience with Hondas would equate to a fulfilling life and career. But after 35 and 1/2 years, it undoubtedly has, and he has the numbers to prove it. Bill, who retires on January 15, has sold more than 6,400 new and used cars, mostly Hondas, during his career.
Bill’s personal dedication to the Honda brand began with his purchase of a new 1977 Honda Accord, and since 1976, he has purchased 85 new or used Hondas for himself, his wife or one of his six children. In addition to automobiles, he also has owned two Honda Foremans, one Rancher four-wheeler, one rototiller, one riding lawnmower and three push mowers. Further making Hondas a family affair, all of his sons have worked at the Honda dealership at one point or another in their lives.
“Every one of these products worked exactly as it was/is supposed to do. I’ve never had a disappointment … well maybe the Passport wasn’t perfect,” he says with a laugh.
“In 35 years, I’ve never had that dreaded call — ‘I want to complain about the car you sold me.’ — In fact, my customers usually comment that why isn’t their other non-Honda as reliable as their Honda?”
Bill recalls with fondness and will certainly miss the excitement of new models arriving. “Seeing them coming off the truck for the first time was always special,” he admits.
In the last month, he has been cleaning out his files. “I have been sending clients photos of them when they picked up their Hondas in the 80s, and 90s. I got many positive responses,” he says.
He has had many memorable customer encounters and asks: “How can I possibly rank them?” He does, however, single out the customer (who he fondly refers to as The Bag Lady’) who came in every November for 12 years to trade in her Accord for a new one.
“She lived a very frugal life. Her one splurge was a new Accord every year. She used the Accord to transport older folks all over the county who had no way to get to doctors’ appointments or to stores. Every November she would come in and like clockwork, her Accord had 16,000 to 18,000 miles on it. And, each year there were two families that would alternate buying her trade-in.”
You could say Bill is one of Honda’s biggest brand ambassadors. Not only does he champion, sell, and own many products, Bill can also often be seen sporting Honda-branded clothing and talking about Honda even when not selling a product.
“I talk up Honda every chance I get. I even have ‘Z HONDA’ on my license plate. There are a lot of family members and relatives driving Hondas because of me. I do have two sons that aren’t driving Hondas but that’s because they work for Zimbrick BMW and Zimbrick Mercedes and Smart Car. But guess what their spouses drive … Hondas!”
Dustin Noble, Honda senior district sales manager, commenting on Bill’s longevity with the brand said: “Recently, after a 15-minute conversation with Bill, it was clear that his dedication to Honda rivals nobody that I have met in my 10 years as an associate with Honda. Bill has played a significant role in making Honda what it is today through his passion and love for Honda vehicles and products!”
Talking about his plans for retirement, Bill notes that initially he will be working on home projects. “We have a large lot. I plan on building a garden shed next spring. Then I hope to do some traveling, some volunteer work and tackle miscellaneous projects for our six children as needed. Probably buy and sell a few cars, as it is in my blood,” he says with a laugh. “Once Debby [his wife] retires, we plan on even more traveling in our Honda.”
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