Fixed Ops Magazine - 2020 Vol17 02 - 12

and Service Managers. How you position the business to the consumer will
need to change. At a recent Fixed Ops
Routable event, the great Jim Press was
quoted saying, "I hope I live to see the
day where a dealership has a few cars
out back for test drives and the service
department out to the street." We have
been saying this for years, but we are
not Jim Press, so no one was listening.
Metaphorically or actually done, it's the
mindset that's important in this state-

12

ment. The consumer needs to think of
the dealer when they need tires, and the
data shows they don't, but you can fix
this with the right roadmap!
Research tells us that the three most
important things consumers are looking for are trust, convenience and price
(in that order). It's important to realize
how these things are connected. For example, while price ranks third, it plays a
major role in trust which is the most im-

TO BE A TRUSTED
ADVISOR, YOU NEED TO
BE IN THE TIRE
BUSINESS, EVEN WHEN
THERE IS NOTHING
"IN IT" FOR YOU.



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
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