MARCH APRIL 2020 || FIXED OPS MAGAZINE portant factor. Consumers often believe dealers are not competitively priced, which is not entirely true. When a dealer quotes a specific tire and an aftermarket company quotes a tire for less, it's typically because it's the same size, but a different brand and likely a lower quality product. If the consumer doesn't realize this (and they often don't), it solidifies their impression that you are more expensive and erodes their trust. Being able to educate in addition to selling is crucial to your tire retailing process. If the first time you mention tires is when they need them, this is a big dissatisfaction. To be a trusted advisor, you need to be in the tire business, even when there is nothing "in it" for you. Dealers can excel here because for the most part you have higher caliber people, but you must provide them with tools to execute at that higher level. Convenience is another monumental opportunity for dealers. Yet, this is the last thing that comes to mind for most 13