Contacts: Jack Baillio, co-founder and president of Baillio’s Electronics & Appliance Company (Albuquerque and Santa Fe, NM)
“A sale is an admission of guilt you were overcharging before,” reads the wall-sized sign customers see when they enter Baillio’s Electronics & Appliance Company in Albuquerque, NM. It’s straight talk, straight from the president of a two-branch independent retail operation that’s dominated its market for nearly 40 years. “Our reputation in town is that we are who we say we are,” says Jack Baillio. “The consumer today is more sophisticated. They will not believe your advertising if you don’t back it up with what you do.”
What Baillio likes to do is keep his business dealings straightforward and upbeat. He once ran a promotion with Hitachi promising customers that if Denver won the Super Bowl, they’d receive a full refund on any flatscreen purchased that football season...and still get to keep their new TV’s. Denver won, Baillio made good on his pledge, and customers poured in for more.
“People trust that we’ve been here a long time and that if there’s ever a problem, they have a Mr. Baillio they can call. There’s not a Mr. Best Buy or a Mr. Circuit City” says Baillio, who’s now employing his son and two sons-in-law to carry on the corporate culture. “I have a sign on my office wall that says, ‘Under-promise and over-deliver. Always.’ If you do that, customers will be happy.”