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American Towman Magazine Presents the Week in TowingNovember 14 - November 20, 2018

'We Sell Service'

0 29e8fBy George L. Nitti

Selling service is often the modus operandi for any company that wants to be, and stay, in business. Since 2000, Midwest Towing and Recovery of Lincoln, Nebraska, has prided itself on providing just that.

"We sell service," said owner Jeff Jackson. "Anybody can go buy a tow truck; but the one thing we can sell is our service. Our goal every day is to sell service. ... We try to be professional, take care of the customer and do the best job we can for everyone."

Jackson also prides himself on having a professional-looking fleet, as exemplified by one of their steadily working units, a 1994 Kenworth T600/Century 7035.

"In the past we had multi-colored trucks with swooshes," Jackson said, "but now have gone with an all-white background with a tribal abstract design. I thought they stood out better on the side of the road."

Designed by Harris Decals, also located in Lincoln, this truck's design uses decals of cobalt blue and sonic orange. The tribal abstract art found on the side of the unit is understated, promoting a clean, crisp look as it blends seamlessly with the all-white background.

The large lettering of Midwest Towing, written in all caps in cobalt blue, also stands out, both on the side of the unit and across the sonic orange boom, making the Midwest name easy to read and remember while bringing the unit's color scheme together perfectly.

"We probably spent around $2,500 on decaling the unit," Jackson said. "We try to use quality graphics that will last a long time. If the graphic gets messed up, I know that it can be easily replaced."

Working with a mixed basket of clients that include motor clubs, law enforcement, cash calls, shop accounts, dealerships and many others, this company has become noted for its quality service. The company boldly advertises who they are through the clean trucks they drive, the uniforms they wear and the professional, courteous service they give.

The slogan on the trucks' hoods says it all: "We Sell Service."

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