Earl Reger opened the doors of his dealership in an area where he was guaranteed to get foot traffic.

Valley Equipment Center Inc. opened in March in Fishersville, VA, in what Reger describes as “an equipment mall.”

“Ninety-nine percent of the people who walk in through our doors are people who were visiting another location,” he said.

But he hopes they’ll throw their business his way and select from the full-line of JCB equipment for sale.

Reger, who started as an equipment salesman in 1978, made his first leap into management with the formation of his company in January 2003. It started as a used equipment dealer that was run out of his house.

Valley Equipment is now housed in a newly constructed 7,000-sq.-ft. building with a three-bay shop and 1,500 sq. ft. of office space on 6.5 acres of land.

It currently has nine employees, including four in the shop. James Britton, who has more than 30 years in the heavy equipment industry, is the general manager.

It has two service trucks.

Even before the company has planted its roots in Fishersville, Reger said JCB officials have already asked him to open a second location in Roanoke, VA, within five years.

Business so far has been brisk. Valley Equipment has sold between 50 and 75 pieces of used equipment in the past three months, Reger said.

While the only new equipment currently available at Valley is the JCB line, Reger expects to expand its offerings in the near future.

For more information, call 540/213-0260. CEG Staff

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