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Business View Magazine
While the other two stores have been sold, the San
Benito location has about 15 employees. In addition
to sales of both new and used boats, The Sportsman
also provides service, maintenance, parts, and boat
storage. Youker says that there are six other boat deal-
ers in his immediate market area, but The Sportsman
differentiates itself from the local competition by at-
tending to the details. “The biggest thing that sets us
apart is the fact that it’s not the one or two big things
that we do real well it’s the thousand little things we
do, real well,” he explains. “It’s like a wonderful play
you go see; the actors are wonderful, and the story
line is good, and the props are beautiful, and the light-
ing is great, and the writer did a great job and it looks
so easy. Well, we do the same thing, but it’s also all
the things we do behind the scenes: our facilities are
spotless, our grass is green, our windows are clean,
and it’s how we greet you like you’re a best friend who
just came to visit. And if you do enough of those little
things, it’d be silly not to get a boat from us.”
Youker says that when prospective customers come
into the store, they can already feel the company cul-
ture at work. And part of that culture is exhibited in the
way a Sportsman staff member will interview those
customers to ascertain their boating and fishing expe-
rience, as well as their present needs. “When we get
through the interview process,” Youker says, “we might
take you to only one or two boats – not fifteen, which
might confuse you – that focuses on the needs you
just told me about. We constantly work on our culture.
That takes time, energy, and effort. First, you’ve got to
hire the right people. We’re very particular about that.
We have to find people with good character and impec-
cable integrity, because you can change the mind of
a teachable, new employee, but we can’t change the
heart of a person. And we know if that’s not in place,
they’re not going to work in our culture. We retain them
by consistent training and making them feel part of
the success of the company.”
