Fixed Ops Magazine - 2020 Vol17 02 - 15

MARCH APRIL 2020 || FIXED OPS MAGAZINE

compare apples to apples, it confirms
this ideology. The key to pricing is information, disclosure, and transparency. Be
their advocate rather than just a salesperson. You will give up margin if you do
not leverage the strengths, such as convenience and factory knowledge. Many
consumers will actually pay a premium
for these services, but you don't know
until you ASK!
At the end of the day, tires are a low
margin with the potential to be a highvolume product that can be sold with
the bigger picture in mind. Service retention, other around-the-wheel work,
and most importantly, overall loyalty is
what keeps the customer returning for
service to be a long-time customer with
the next vehicle purchase.
You CAN win the "tire wars", providing
YOU are ready to make the necessary
changes.
David Boyle brings more
than 30 years of automotive experience to his
role as Chief Executive
Officer at Tire Profiles.
David began his career
working for Newgen
Results Corporation, the industry's first
full-service CRM provider, where he
went on to hold several VP-level positions. This included running the company's $20 million consulting division,
considered to be one of the best in the
industry at that time.
This experience brought David to his
first entrepreneurial endeavor where
he was one of the founding members
of MPI, the industry's first electronic
inspection company. While serving as
MPI's President and COO, David was directly responsible for growing the company from a startup to more than $30
million in annual revenue.
In his role as President and CEO of Tire
Profiles, David is directly responsible
for all aspects of the company's worldwide business. Over his career, David

has logged thousands of hours in dealerships around the world and is recognized as an industry-leading authority
on dealership fixed operations. Having
been a senior executive for more than
30 years with some of the industry's
leading technology suppliers, he is also
one of the most respected experts in
this area as it pertains to auto dealers

and fixed operations.
A little-known fact about David is that
before starting his business career he
spent 8 years as a full-time professional
race car driver, which he credits for his
affinity for cars and his eventual decision to make a career in the automotive
industry.

15


http://www.tireprofiles.com/

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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