Companies that fight that are fighting a losing battle. You've got to understand where the market is going and how you can take advantage with what you offer uniquely to the marketplace. We have to look at what our customers are doing and understand how they do their business. We have to offer services and capabilities that offer real value to our customers. If we understand what it takes to build roads, maybe we offer payment and financing on a per-ton basis and we'll maintain the machines ourselves.
Parts are an important piece of our business.
But if we think of ourselves only as a parts company, we're in trouble. We can't have a just a parts strategy. Redefining our customer is part of the equation. I'll bet if you go back a couple of years, everybody in Toromont thought your customers were your dealers. I know in our case, we always thought our customer was the service center.