Carl Sewell, chairman of Sewell Automotive Cos. of Dallas, acknowledges the importance of earning customers' trust, but he warns against overlooking the people who take care of those customers -- dealership employees. "So often I get asked, "Well, which one is really more important? Aren't the customers really more important?'" Sewell said at the Automotive News Retail Forum in New Orleans. "And those companies that put their customer ahead of their fellow associates make a terrible mistake. They should absolutely be treated with equal care and concern and respect."
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