While Dane sees this diversification as a way to compete with the corporate chains like Builder's Square and Home Depot, he also works to make Mutual stand out from the crowd in other ways. He aims to carry a wide selection of products not found at the chains. For example, he stocks every model of Weber grills and the parts and accessories to go with them. He also carries unusual items, such as Mosquito Beater, a power that he says does a fantastic job of keeping mosquitoes out of your yard. As for the future, plans are in the works for a Rubbermaid boutique.
Personal service is another key to the company's survival.
It's not exceptional for us to go out to people's homes and try to solve a problem. He also makes sure his employees are knowledgeable about the products they sell. People who have retired from a related field and are now employed at Mutual are a real asset to the company. For instance, Hyman Holzman is 80 years old and ran his own clothing business before retired and joining Mutual 15 years ago. Besides hiring knowledgeable employees, Dane shares his own knowledge by hosting a weekly, home improvement radio show, Home Improvement USA , that airs nationally on over 140 stations every Saturday.