Whether it's selling trucks or other types of business, building relationships is vital. That was part of the message of Marvin Rush, chairman of Rush Enterprises, when he spoke recently to students at the Indiana University's Kelley School of Business.

For the past 16 years, professors at the school have helped identify the Truck Dealer of the Year for an annual competition held by the American Truck Dealers. As part of the prize, the winner talks to students about entrepreneurship and marketing. This year, Marvin Rush, chairman of Rush Enterprises of New Braunfels, Texas, spoke to undergrad students in "Managing Growth" and a graduate-level class "Business Planning."

"Regardless of the changes that have taken place over the years, this is still a relationship business. We believe service sells trucks. Trucks don't sell service," Rush told the students. "Providing exceptional customer service will help build long-term relationships with your customers and keep your business moving forward."

Rush Enterprises earned $2.4 billion in revenue last year. It operates 48 stores in 70 locations from Florida to California, and was the first of its kind to be listed on NASDAQ. Rush has developed the largest heavy- and medium-duty truck dealership network in North America.

"The ability to talk one on one with business leaders who have grown their companies to the very top of their industry provides an extraordinary opportunity [for students] to learn firsthand what they will be facing after they graduate and start to grow their own companies," said Joe Denekamp, an IU senior lecturer and ATD selection committee member.

Rush founded his business in 1965, and soon expanded to a network of dealerships that sell, lease and service trucks with the aim of providing truck buyers an experience akin to that of luxury car buyers. The size and success of his business in changing environments was one of the reasons the Kelley business faculty selected Rush for the Truck Dealer of the Year award. ATD runs the competition with Heavy Duty Trucking magazine.

You can read more comments from Rush and the other Dealer of the Year nominees in the May 2008 issue of Heavy Duty Trucking.