Fixed Ops Magazine - 2020 Vol17 02 - 23

changes! After all, dealerships have
many advantages over other tire shops:
1. You Sold The Customer The Car.
2. You See the Customer FIRST, and as
long as you continue to service the vehicle, you will conitune to see the customer first. Most customers (76 %+)
service their vehicle where they buy
their tires.
3. You have THE BEST replacement tires
for your customer's car. As the OE Dealer, you have the OE tire available, which
is the tire specifically designed by the
vehicle manufacturer for your customer's individual make and model. This
OE Tire is often only available at the OE
Dealership.
4. You have a competitive price with
your OE Tire Program - The Price Match
Guarantee.
5. You have (or should have) State-OfThe-Art Technology to check every tire
and to perform wheel alignments when
you replace tires if required.
You must communicate to your customer that YOU ARE IN THE TIRE BUSINESS.
What are some ways to communicate
to your customer that you are in the tire
business? You can start with signage.
You must show every customer that
YOU ARE IN THE TIRE BUSINESS. Also,
put up some tire displays and pointof-sale material. You must show every
customer that not only do you have
tires available right now for them, you
have the RIGHT tires available for them.
Point-of-sale material should show that
you are able to install tires RIGHT NOW.
Create a package that covers everything (tires, installation, alignment) and
have a Price Match Guarantee. You must
make sure that every customer knows
that YOU ARE where to go to buy tires.
Remember, there is no substitute for a
good tire display.
Displays are your silent salesmen. Dis-

plays and photo boards let your customers know that not only do you sell
tires, but that your service advisors are
qualified, knowledgeable Tire Experts
ready to help them with their tire needs.
Remove the Number 1 reason most customers won't buy tires from you. Let
them know that buying tires from you IS
NOT MORE EXPENSIVE. Use the Factory Program and promise your custom-

ers that you will always be competitive
and they will not be taken advantage of.
Cadillac spends millions of dollars developing the ride and handling qualities
of your vehicle's suspension. Integrating the OE tires is a vital component of
this development process. This requires
either completely new tire designs or
fine-tuned versions of existing designs

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Fixed Ops Magazine - 2020 Vol17 02

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

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