Meet Jessica Herring: Driving service, winning awards

Customer service, not sales tactics, drives the experience at True North RV.

It’s a philosophy championed by founder Jessica Herring, who combined a diverse professional background with a lifelong love of the outdoors to launch her Mount Gambier-based dealership in late 2023.

Jessica’s dedication to creating exceptional customer experiences earned her the inaugural Ultimate Business Systems – RV Salesperson of the Year Award in May.

In this interview, Jessica shares how her skillset, hands-on expertise and passion for caravanning shape every customer interaction.

Congratulations on winning the inaugural Ultimate Business Systems – RV Salesperson of the Year Award. What does this accolade mean to you?

Jessica Herring (JH): This award means so much. Like so many people in a vast range of industries, you don’t set out to win awards; you aim to do the very best job you can do. An award is just a nice validation that you are making a difference and you are on the right path.

I have been absolutely overwhelmed with support since winning the 2025 RV Salesperson of the Year, and it has really given me some credibility when new customers – who have never heard of my dealership – do some research and realise they are in good hands.

Winning the RV Salesperson of the Year has helped build trust with complete strangers before they have even met me, due to the esteemed reputation of Caravan Industry Association of Australia. Knowing the association has chosen me for this award shows the quality of my service and my reputation.

While being named the award’s winner was an unforgettable experience, I was also very grateful for the connections I made through attending the Caravan Industry National Conference.
I also won the Emerging Business of the Year at the SA Caravan and Camping Awards, so it has been a very memorable year for me, one I will never forget!

Has winning the award changed anything for you?

JH: My two children have really taken more of an interest in ‘mum’s work’! Both now want to come along and help me out with some of the tasks, such as washing caravans and even helping me move the vans around the yard – we call it musical caravans.

They have really stepped up in these past few months and can see my vision for the future of the business, which I really want them to be a part of. I can certainly see the potential for them to work for the business when they are old enough to do so.

I must say, it’s pretty awesome when they want to try to skip school for the day to come and help me at True North RV.

Can you tell us about your professional background, and your pathway into the industry?

JH: I have a diverse professional background, including a trade qualification in graphic design, experience in retail sales and a diploma in social-media marketing. I worked as a television commercial producer for seven years, then later as a marketing officer and manager at a large Catholic college for eight years.

These skills and experiences, combined with my love of camping, the outdoors, and caravans – I have towed vans and horse floats across the countryside my whole adult life – inspired me to explore career opportunities in the industry.

In December 2023, I followed my passion and opened my own dealership, True North RV, in Mount Gambier, South Australia.

How has this diverse experience and passion influenced the way you run your dealership?

JH: As any good marketer knows, you must know your product. I really love the product I sell; I use it regularly and know it inside out.

My practical knowledge of towing has helped immensely with customer service, as I can offer honest advice based on my own experiences.

My goal from the start was to offer the absolute best in customer service, from the initial consultation through to after-sales support, making the whole process a pleasure for the customer.

It is so important to actually deliver after-sales service, not just promise it. You have to be available when things go wrong or when customers need extra help. They need to feel supported and that’s why our team is always there to help.

With the overwhelming support and positive reviews I’ve received, I couldn’t be happier with the foundations I’ve laid for True North RV.

Given this ethos, how important is it to customise the buying experience for different customers?

JH: This is my speciality. I pay close attention to matching the right caravan to each customer, asking plenty of questions, politely, about their needs. By asking the right questions, the customer feels supported by my honest, low-pressure approach and can make decisions at their own pace.

When a customer collects their caravan on handover day, I go the extra mile to make the experience memorable. For family vans, I ask the ages of the children and place age-appropriate gifts in their bunks – a touch parents really appreciate.

Each customer also receives a tailored handover basket, customised to their caravanning experience. A first-time owner will receive different goodies in their hamper compared to someone buying their third or fourth van.

Because customers are eager to hit the road, the small details matter. I provide a starter kit with each caravan and ensure the sullage hose has brass connections, and the water tanks and gas bottles are full, allowing them to set off on their adventure without a worry.

You’re clearly invested in the long-term success of your business. How do you see the Australian RV retail industry evolving over the next few years?

JH: I believe it will keep going from strength to strength. The number of first-time caravan owners will continue to grow, helped by the power of social media in showcasing what our remarkable country has to offer. Travelling Australia by caravan really has become a sought-after dream for many couples and families.

I believe competition in the industry is healthy. If you have a great product with great service and a great reputation, you will always have a strong customer base.

Improved industry regulations will also strengthen the market by giving buyers confidence that their caravans are high-quality and built to high standards.

Personally, I look forward to the growth of my business and meeting more amazing customers who I now call my friends. It’s what makes me enjoy my role more each day.