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We've developed a collection of ideas to help you sell more tires. From our company's wealth of experience, here are tips that may help you.
My numbers are conservative. Let's say I'm just half right. The upside is still huge. Plus, you are providing a service that keeps your customers returning to your dealership. I was in a store a few weeks ago and the sales manager was telling me about a service customer who was waiting for her car that was being serviced. She was walking the showroom, pointed to a car and told the sales person she wanted to buy that car one. She was not interested in driving it; she was just interested in buying it. Now isn't this the objective we all have. The gross was great, he told me.
Mileage ratings Not all tires have a manufacturer mileage rating, but most do. Your advisors need to have this information available to them. Out-the-Door Pricing Your advisory staff needs to have the ability to present an out-the-door price. They should be trained to see the value in this concept of pricing that management establishes. Lifetime Services Lifetime tire rotation and wheel balance are a great retention tool to give your dealership a competitive edge in your market place. Enlist the help of your technicians and advisors to work out a plan to offer this service to customers who purchase tires from your dealership. If it's their idea, it will work.
Consider this, you offer a price guarantee and you have a customer who would drive to the other side of town to save $10, but your dealership is more convenient, you got the sale! Remember your staff has a responsibility to complete a courtesy inspection on the vehicle.
Displays
Joe Sassin is a very knowledgeable and talented fixed operations director for Automotive Management Services Inc. He once shared with me this line: If you can't smell them, you can't sell them. Another talented fixed operations director is Charles Sigmon from the Anderson Automotive Group in Raleigh, NC. He pulled a new truck out of inventory, loaded the bed with tires and parked it in the service lane. A banner on the side of the truck proclaimed, Truckload Tire Sale. It's about awareness, let them know you have tires.
It's easy to create a kick-out system to remind your advisors or manager to call the customer and ask for consideration. Remember selling tires is not all about the tires. It's about customer retention. Your staff has an obligation to help the business grow and prosper. As things are getting better, we need to seize the opportunities quickly. Forcing the customer to buy made-up services is not the future of your business. Tires are. Lee Harkins is president and CEO of M5 Management Services Inc. You can contact him at 205-747-8305 and leeharkins@m5ms.com.