Fixed Ops Magazine - 2020 Vol17 02 - 11

When we talk to industry leaders in the
aftermarket, the number one thing they
are worried about is the dealers. To
quote, "if they (dealers) ever wake up,
we (aftermarket) are in trouble". The
aftermarket knows that dealers have
the people and the resources (money)
to make it very difficult for them if the
dealers finally get serious about it. So,
what does getting serious look like?
Like so many things in business, change
starts at the top. In our respective businesses, we meet a lot of car dealers. Unfortunately, many still give lip service to
their fixed operations. Almost all came
from the variable side of the business
and selling cars is the primary reason
they got into the business in the first
place. Don't get me wrong, dealers are
more focused on their service and parts
business today than they were 10 years
ago, but are you doing enough to win
the tire war? Winning this war means
keeping customers from defecting to
the aftermarket when they need tires.

Ed Roberts with Bozard Ford, states the
following: "Selling tires is a huge retention tool for our service departments.
Displaying tires does not sell tires. To
sell tires, you must plan and communicate often to build confidence between
you and the customer." We spend so
little time preparing to sell tires, then
wonder why we don't get the sale. Tires
are not a fun or desirable purchase for
our customers, they are not going to
show off their new tires to their friends
or colleagues. To our customers, if their
tires are not flat and their vehicle drives
ok, they don't plan to go out and purchase them while they are running errands. This is something we must communicate each and every time they are
in for routine maintenance.
Strategic business decisions will need to
be made, which is why this starts at the
top. Pay plans will need to change. We're
not talking about a spiff for the Advisors, I'm talking about Parts Managers

"SELLING TIRES IS A
HUGE RETENTION TOOL
FOR OUR SERVICE
DEPARTMENTS.
DISPLAYING TIRES DOES
NOT SELL TIRES. TO SELL
TIRES, YOU MUST
PLAN AND
COMMUNICATE OFTEN
TO BUILD CONFIDENCE
BETWEEN YOU AND THE
CUSTOMER."
- ED ROBERTS,
BOZARD FORD
11



Fixed Ops Magazine - 2020 Vol17 02

Table of Contents for the Digital Edition of Fixed Ops Magazine - 2020 Vol17 02

Fixed Ops Magazine - 2020 Vol17 02 - 1
Fixed Ops Magazine - 2020 Vol17 02 - 2
Fixed Ops Magazine - 2020 Vol17 02 - 3
Fixed Ops Magazine - 2020 Vol17 02 - 4
Fixed Ops Magazine - 2020 Vol17 02 - 5
Fixed Ops Magazine - 2020 Vol17 02 - 6
Fixed Ops Magazine - 2020 Vol17 02 - 7
Fixed Ops Magazine - 2020 Vol17 02 - 8
Fixed Ops Magazine - 2020 Vol17 02 - 9
Fixed Ops Magazine - 2020 Vol17 02 - 10
Fixed Ops Magazine - 2020 Vol17 02 - 11
Fixed Ops Magazine - 2020 Vol17 02 - 12
Fixed Ops Magazine - 2020 Vol17 02 - 13
Fixed Ops Magazine - 2020 Vol17 02 - 14
Fixed Ops Magazine - 2020 Vol17 02 - 15
Fixed Ops Magazine - 2020 Vol17 02 - 16
Fixed Ops Magazine - 2020 Vol17 02 - 17
Fixed Ops Magazine - 2020 Vol17 02 - 18
Fixed Ops Magazine - 2020 Vol17 02 - 19
Fixed Ops Magazine - 2020 Vol17 02 - 20
Fixed Ops Magazine - 2020 Vol17 02 - 21
Fixed Ops Magazine - 2020 Vol17 02 - 22
Fixed Ops Magazine - 2020 Vol17 02 - 23
Fixed Ops Magazine - 2020 Vol17 02 - 24
Fixed Ops Magazine - 2020 Vol17 02 - 25
Fixed Ops Magazine - 2020 Vol17 02 - 26
Fixed Ops Magazine - 2020 Vol17 02 - 27
Fixed Ops Magazine - 2020 Vol17 02 - 28
Fixed Ops Magazine - 2020 Vol17 02 - 29
Fixed Ops Magazine - 2020 Vol17 02 - 30
Fixed Ops Magazine - 2020 Vol17 02 - 31
Fixed Ops Magazine - 2020 Vol17 02 - 32
Fixed Ops Magazine - 2020 Vol17 02 - 33
Fixed Ops Magazine - 2020 Vol17 02 - 34
Fixed Ops Magazine - 2020 Vol17 02 - 35
Fixed Ops Magazine - 2020 Vol17 02 - 36
Fixed Ops Magazine - 2020 Vol17 02 - 37
Fixed Ops Magazine - 2020 Vol17 02 - 38
Fixed Ops Magazine - 2020 Vol17 02 - 39
Fixed Ops Magazine - 2020 Vol17 02 - 40
Fixed Ops Magazine - 2020 Vol17 02 - 41
Fixed Ops Magazine - 2020 Vol17 02 - 42
Fixed Ops Magazine - 2020 Vol17 02 - 43
Fixed Ops Magazine - 2020 Vol17 02 - 44
Fixed Ops Magazine - 2020 Vol17 02 - 45
Fixed Ops Magazine - 2020 Vol17 02 - 46
Fixed Ops Magazine - 2020 Vol17 02 - 47
Fixed Ops Magazine - 2020 Vol17 02 - 48
Fixed Ops Magazine - 2020 Vol17 02 - 49
Fixed Ops Magazine - 2020 Vol17 02 - 50
Fixed Ops Magazine - 2020 Vol17 02 - 51
Fixed Ops Magazine - 2020 Vol17 02 - 52
Fixed Ops Magazine - 2020 Vol17 02 - 53
Fixed Ops Magazine - 2020 Vol17 02 - 54
Fixed Ops Magazine - 2020 Vol17 02 - 55
Fixed Ops Magazine - 2020 Vol17 02 - 56
Fixed Ops Magazine - 2020 Vol17 02 - 57
Fixed Ops Magazine - 2020 Vol17 02 - 58
Fixed Ops Magazine - 2020 Vol17 02 - 59
Fixed Ops Magazine - 2020 Vol17 02 - 60
Fixed Ops Magazine - 2020 Vol17 02 - 61
Fixed Ops Magazine - 2020 Vol17 02 - 62
Fixed Ops Magazine - 2020 Vol17 02 - 63
Fixed Ops Magazine - 2020 Vol17 02 - 64
Fixed Ops Magazine - 2020 Vol17 02 - 65
Fixed Ops Magazine - 2020 Vol17 02 - 66
Fixed Ops Magazine - 2020 Vol17 02 - 67
Fixed Ops Magazine - 2020 Vol17 02 - 68
http://magazine.fixedopsmag.com/prismautomotive/FixedOpsMagazine/Vol17No3/
http://magazine.fixedopsmag.com/prismautomotive/FixedOpsMagazine/Vol17No2A/
https://www.nxtbookmedia.com