About Cherry Tire...

Cherry Tire Service was Incorporated in 1981.  We are a FULL SERVICE repair shop, a NAPA Auto Care Center, a Cooper Tire Dealer and a Interstate Battery Dealer.  We feature only Quaker State motor oils and fluids.  

Cherry Tire has been nominated for INC. MAGAZINE'S "TOP 500 SMALL BUSINESS" Award and is featured in INC MAGAZINE'S 301 GREAT MANAGEMENT IDEAS.   Also awarded the Town of Montgomery Chamber of Commerce Business of the Year 2002.  

Thanks for a Job Well Done

There's only one way to show appreciation for the extraordinary efforts of employees: do something extraordinary in return. Joseph and Laurie Cherry do just that for the employees of Cherry Tire Service, Inc., in Maybrook, N.Y., a truck-tire road service company.  The benefit: an annual, all-expenses-paid weekend in the Poconos.

Every employee who has worked two or more years at Cherry Tire is entitled to take his or her spouse to Caesars Pocono Resorts in Lakeville, Pa., where the company provides the couple with a suite for the weekend.  Each year, the company upgrades the suite, right up to the Champagne Towers with a Jacuzzi shaped like a seven-foot champagne glass and a heart-shaped swimming pool in the room.  "The upgrading gives everybody something new to look forward to," says Joe Cherry.  "When they come back, they are different people."

The benefit reflects Cherry's approach to management.  "These guys work very hard at dangerous jobs.  The reason they work hard is that they want a better life.  We owe them a salary, just like they owe us the work, but the weekend is different.  We're saying, "this weekend is for you...Take it."  It's worth more psychologically than the $600 or $700 it costs.

The Personal Touch

The personal contact you have with customers is a crucial element in the success of any new business and one of the most common casualties of growth.  "As a company grows, the president tends to fade away into his office," observes Joseph Cherry, founder and president of Cherry Tire Service, Inc., in Maybrook, N.Y. "He loses contact with customers" and thereby loses some of the leverage the company had when it was just starting up.  The company can become just one more of the faceless entities a customer deals with every day.

That danger is even greater, Cherry realized, in an era when companies rely increasingly on computers to handle communications with customers. So he instituted a simple policy of sending a personal thank-you note to each customer of Cherry Tire.  Now, every evening he sits down to sign a stack of cards printed with "Thank you" on the front and, inside, a message reading, "Thank you very much for calling Cherry Tire Service.  We really appreciate the business."

It's hard to keep up with, but it's worth it," says Cherry.  "It's better than newspaper ads because each card goes right to the person I want to reach. And customers don't forget it."

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