Family Leadership & Customer Commitment
Working alongside Will in the business is his father, Billy Schafer, the Chief Executive Officer, and his sister, Kathy Schafer Reans, the Customer Relations Manager. "My father knows the business. He's been through good and bad times. It's comforting to be around somebody who has the experience to help us navigate through difficulties," says Will, who oversees day-to-day operations at the dealerships. "And, my sister has a vested interest in the business as well. She ensures things are handled the way they need to be handled." In addition to Master Buick GMC on Washington Road, the family owns Master Chevrolet Cadillac in Aiken. Both dealerships sell new and pre-owned vehicles and parts, and they service vehicles for their customers. The Aiken location, purchased in 2010, features a Rhino Linings truck bed liner franchise as well.
A number of longtime employees also work for the dealerships. "Our customers know who they're dealing with, and they know they will always see a familiar face when they come to us," says Will. "We don't have a lot of staff turnover, and our customers also know they can always find me, my father or my sister."
Repeat customers and referrals make up a large percentage of the business. "Our goal is not to sell somebody one car, but to sell them cars as long as they live," says Will. "We want to develop relationships with our customers that last a lifetime." Because at Master, "we're wanting to be your car company and we're determined to stay your car company."
