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He has big shoes to fill: Force is easily the most popular drag racer, and arguably the most successful, with 157 career victories and 16 championships. Beckman became friends with Force largely because, as an instructor at Frank Hawley’s Drag Racing School, Beckman taught Force’s daughters, Ashley, Brittany and Courtney, how to race.

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Through building a personal connection with your customers and ensuring that the quality of your products and services justifies the price tag, you can make your company the gold standard that everyone talks about. No one can win the race to offer the lowest prices. The best option is not to participate.

That was preceded by a major blow to everyone at Don Schumacher Racing: the death of Terry Chandler, 65, to brain cancer in 2017. She was the shy, unassuming New Mexico heiress to an oil fortune who happened to love drag racing, and she funded the cars of Beckman and Johnson, pulling an estimated $4 million to $6 million a year out of the pocket of her blue jeans, which she said she bought at Walmart.

As a result, your customers will choose you not because you’re currently leading the race for lowest prices, but because you offer something that they are willing to pay more for. That likely entails not only offering excellent goods and services, but also building personal relationships. Make yourself present in consumers’ lives.

Both cars raced with non-profit charities as sponsors, a gift from Chandler which, she told me in 2015, was not even tax deductible. “I’m just trying to pay it forward,” she said then. “I’ve been blessed. And I just want to help.” Two years later, she was gone. Her family funded the two cars for a while, but when COVID hit, that was over, too.

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It doesn’t have to be this way, though. You can earn more sales when you refuse to play that game and you stop undercutting your competition.

Several other potential drivers might have made sense, too, as a replacement for Force: Del Worsham, currently the crew chief for Alexis Dejoria, could have been a good choice. For that matter, three-time champion Robert Hight, 54, presently the president of John Force Racing, would certainly have had first dibs on the ride, but he quit racing at the start of the year to deal with what Force called “a health issue.” Logic suggests that he’s still dealing with it. Hight had essentially disappeared, but has reappeared as the company spokesman after Force’s crash.

Sources suggest he was planning to retire at the end of the 2024 season, but he was hoping to go out on his terms. He was well on the way to doing that: Force was second in points, behind his teammate, Austin Prock. Even now, Force is still a solid sixth in points after missing three races.

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The typical response to being undercut by a competitor is to drop prices and undercut them back. That option may work for a short while until someone else finds a way to offer even cheaper goods, but it comes at a cost. Every time you reduce prices, something has to be sacrificed. The quality of your products and services may drop, or you may have to fire valuable personnel. You may even slash your profit margin. Each time you undercut your competitors, you are forced to give something up. As a result, the battle to be cheapest becomes an endless series of sacrifices.

In 2020, Beckman told the Indianapolis Star that it was probably over. “This very possibly is going to be my last year in a pro environment,” Beckman said. “I’m not saying this to be outrageous or hyperbolic. It’s just to be pragmatic about it. I think there’s about an 80 percent chance I’m not going to be driving next year.” He was right—he didn’t. But by all accounts, Beckman was a pretty happy guy in elevator-retirement, spending his spare time becoming a self-taught drag racing historian.

He seems to be a popular choice among fellow drivers. “It will be exciting and challenging to have Jack Beckman back in the Funny Car class,” Buddy Hull, driver of the Jim Dunn Racing Funny Car, told Hagerty. “He’s a world champion and a great driver, as well as an amazing spokesperson. He’s a great choice to fill the seat in the short term for John Force. I’m looking forward to seeing him at the track. Of course, I also hope John continues to improve.” Hull, incidentally, makes his debut tonight at 8 p.m. ET as the host of “Talkin’ Funny Cars,” a new show on the NHRA’s 24-hour FAST cable channel. Hull’s first guest is fellow driver Ron Capps.

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Many business owners choose to forgo this strategy. That means charging luxurious prices does more than just ensure your customers will stay loyal to you. It also makes it easier to make a name for yourself. There are a million unknown cheap watch manufacturers, but everyone knows Rolex.

The awful 303-mph crash that driver and team owner John Force suffered on June 23 at the Virginia Nationals in Richmond—if you missed it, here it is on YouTube—shook the sport. Force, 75 and still winning races, suffered a traumatic brain injury (TBI) that has sidelined him for the rest of the season, and, truth be told, probably forever.

Beckman figured that after 2020, his drag racing career was done. COVID hit a lot of sports hard, and professional drag racing was among the casualties. It’s a sponsor-driven sport—unless you have family money available, you have to have a sponsor to help pay the bills—and during and after the pandemic, companies just pulled back to wait and see what happened.

For instance, you may send customers gift baskets on their birthdays or ask about their families and follow up from previous discussions when you call. Go the extra mile to be there for them and let them know they can always rely on you. Customers who buy solely for prices can always find something more satisfying. So, be unique. Customers who choose your business because of what you personally offer can never find an alternative.

What happened to Beckman, the 2012 NHRA Funny Car Champion, and his teammate, Tommy Johnson, Jr., in 2020 was typical: Both raced for the powerhouse Don Schumacher team, which had fielded seven cars in 2019. Schumacher had little choice but to trim his operation, and Beckman and Johnson were out.

Didn’t see this one coming but a great choice. Hard not to like ‘Fast Jack’ but honestly I hadn’t thought about him once he dropped off the radar. His association with “Big Jim” ties in to the whole NHRA / Force history thing. Anyone remember Mike Dunn in the pinstriped Gwynn / Steinbrenner top fuel? A cool looking dragster. He then went on to become the head of IHRA. Wonder what he’s up to?

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Businesses compete to offer their goods and services to customers at the lowest price. The average sales pitch these days serves as a vehicle to deliver that number to customers. Many entrepreneurs pride themselves on cutting back their costs in order to attract customers by offering the lowest prices possible. As a result, some businesses have become engaged in an endless battle to drop their prices faster than their opponents.

This is a familiar story for any entrepreneur who has fought to provide the lowest prices. Your customers choose your business because they believe in the values you emphasize. When the incentive for potential customers to buy from you is price alone, that’s all your customers will care about. As a result, the moment your competitors undercut your prices, your customers will rush to them. That moment is inevitable; with so many businesses fighting to be the lowest, there’s no way to stay on the bottom of the pile forever.

Here’s where this starts to make sense: It so happens that during COVID, the NHRA re-wrote a rule concerning season points, saying that a team can use a replacement driver for up to eight races, and still apply the points to the original driver’s total. And guess how many NHRA races are left? Yes, eight, of course. So John Force Racing has a sponsored Funny Car just sitting there, not making money or gathering points, and they needed a replacement driver who could get up to speed—which is about 330 mph—quickly. That’s Beckman, who’s 58. He’s hoping he can give John Force a 17th season championship.

Beckman gets to practice up this weekend at the 47th Annual “Night Under Fire” at Summit Motorsports Park in Ohio, a non-points event that should give Beckman at least four runs to knock the rust off before his official points-race debut August 16th at the 42nd Annual Lucas Oil Nationals at Brainerd, Minnesota.

If everyone else in your industry is doing whatever they can to drop their prices, you can stand out by going against the grain. Don’t fight to be below; strive to be above. Charge high prices. Of course, you will need to be able to justify charging more than your competition. That’s when making sales stops being about just listing numbers. Identify what your customers really want. Then, do whatever it takes to make your products and services more appealing, and earn the right for your prices to be higher than your rivals.

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Tuesday’s announcement that “Fast” Jack Beckman would replace the injured John Force for the rest of the 2024 NHRA drag racing season came out of left field. After all, Beckman’s last full season driving NHRA Funny Cars was in 2020, and he had gone back to a job he left 22 years ago to follow his dream of being a drag racer: That job was, and is, an elevator repairman.

On the side of Beckman’s car was the Infinite Hero Foundation, a nonprofit funding multiple programs for former soldiers and their families with physical or mental challenges. Beckman, who was a sergeant in the U.S. Air Force and is a cancer survivor, was a perfect fit for that charity. Teammate Johnson’s car ran with the children’s Make-A-Wish charity on the side.

He knows he needs it. “It’s been nearly four years since I stood on the throttle, and I thought that feeling was something I’d never experience again,” Beckman said. “Though the circumstances that brought me back are regrettable, the opportunity presented to me is beyond my ability to find words. I’m not replacing John—nobody could ever do that. John is one of a kind, and his impact on this sport, and my life, cannot be overemphasized. I know how fortunate I am to have been picked to fill in for John, and I should be easy to spot in the pits. I’ll be the guy who can’t stop smiling.”

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