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'Stop selling tires..." — ITEC keynoter

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ATI photo Matt Winslow, director of speakers and content for the Automotive Training Institute in Linthicum, Md.

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.

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