Contacts: Gregory Baese, Owner of Williams Heating & Air Conditioning, New Braunfels, Texas
Reluctant retailer Gregory Baese considered himself more of a contractor than a salesman when he bought a Heating & Air Conditioning business back in 1984. 22 years later, though, he’s a convert to a relationship-based sales model that’s earned him a respected and growing appliance business in the Texas territory between San Antonio and Austin.
“I still do a good bit of work for builders, but about 50% of my clients are return customers and referrals,” says Baese. “I believe it’s all about providing quality over a long time. When something goes wrong, my customers know they’re not going to get a 800-number. I take care of it.”
Baese said the quality of construction in his region has declined over the years, but he’s refused to get in on “track homes,” preferring to work high-end custom jobs. “Some of my builders do only 5 or 6 homes a year, but the homes are beautiful,” he says. “When you do that good a job, people will come back and talk sensibly to you about upgrades over time.”