By Kathy McCarron, Tire Business staff
ORLANDO, Fla. (Aug. 20, 2014) — “Stop selling tires and start selling tire packages.”
That’s the advice of Matt Winslow, director of speakers and content for the Automotive Training Institute (ATI), who opened the International Tire Exhibition & Conference for Tire Dealers/Auto Service professionals (ITEC) as the keynote speaker Wednesday.
Mr. Winslow said selling tire protection plans helps dealers turn customers into clients who will come back for adjustments when they get a flat tire.
Dealers should offer three choices of tire packages — good, better or best — that all offer the same benefits but for differing mileage durations.
He noted that tire buying frequency is decreasing as tire life is extended.
By the time consumers are ready to buy replacement tires, they quite often opt to replace the vehicle instead.
He also advised attendees that they can increase sales by getting out from behind their service desks and measuring a customer’s tire tread depth and recommending replacement when the depth reaches 4/32nd inch.
All technicians in the shop should be trained to conduct courtesy inspections to find other needed services on every vehicle.
“Every single car should have some type of inspection,” Mr. Winslow said, whether it’s a comprehensive 30-point inspection or a quick 10-point inspection when time is limited.
What is the top story from tire and automotive service industry in 2017?
|Icahn Automotive buys more than 225 retail and two other franchise groups with nearly 1,000 locations.||
36% (44 votes)
|Nokian and Triangle announce plans to build tire plants in North America, while Hankook and Giti officially open their N.A. plants.||
22% (27 votes)
|Love’s Travel Stops open 36 travel stops, acquire Speedco and the establish a retread business unit.||
11% (13 votes)
|Tire manufacturers hike prices as raw material prices fluctuate.||
17% (20 votes)
|K&M expands into New England by acquiring MotoStar.||
4% (5 votes)
|eBay Motors launches tire installation service for U.S, as well as automotive technician search service.||
10% (12 votes)
|Total votes: 121|