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Laid-back and lovin' it: easy-going approach helps dealer connect with customers in rural northern Alabama.(POWER PROFILE)

It's pretty tough to get Bruce Wright riled up, according to a longtime friend named Steve who stops by the dealership regularly to sip coffee and shoot the breeze. Wright likes the easy-going lifestyle he's enjoyed since moving to Rainsville, AL, and opening Wright's Equipment Co. 18 years ago. Truth be told, most of the staff does--a trait that's served the dealership well.

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"We've been growing every year, but we're still pretty small," Wright says. "I prefer it that way. We're not so big that we've lost our personal touch. I still know most of our customers by first name. That makes a big difference." He also knows what his customers want--and ...

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