Great customer service and a special guarantee on workmanship for the life of a car fueled the popularity and growth of Rick’s Auto Body in Springfield, MA, over the years.
But, it was a sharp wit that also proved a stellar marketing tool for Raymond “Rick” Recor.
The owner’s warranty and wordsmithing began in the mid-1990s. Recor was working out of a shop on Verge Street then and was embroiled in conflict with insurance providers over reimbursements.
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