Fixed Ops Magazine - 2020 Vol17 02 - 13

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

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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
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