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July 10, 1995 02:00 AM

NTDRA PRESIDENT OFFERS DEALERS TIPS ON COMPETING SUCCESSFULLY

Kathy McCarron
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    OREGON, Ohio-Specialization and a comprehensive tire inventory are ways independent tire dealers can outperform the warehouse clubs and mass merchandisers, according to National Tire Dealers & Retreaders Association President James Faught. During the Ohio Tire Dealers & Retreaders Association convention, June 17, Mr. Faught, owner of Northwest Tire & Service in Flint, Mich., offered encouragement to dealers who compete with mass mer-chandisers.

    Re-emphasizing that dealers hold about 55 percent of the retail replacement market in tires, Mr. Faught pointed out that ``all is not well'' in other distribution channels, noting the closure of Source Club and Kmart Corp.'s Pace Warehouse and the shuttering of a large number of Kmart retail stores. ``The warehouse market is pretty much saturated,'' he added.

    And while there will continue to be casualties among the ranks of independent dealerships, independent dealers ``can and do outperform other channels of distribution,'' he said.

    ``Consumers buy tires from specialists,'' he continued. ``Size has nothing to do with a dealer's ability to perform. We win because we're specialists. We execute better and more efficiently.''

    Mr. Faught supported carrying a broad selection of tires sizes. He admitted proliferation can create headaches for inventory management, but it can help a dealership competing with clubs, which only carry the most popular selections.

    Dealers ``must be prepared to handle and service situations like'' the Dodge Ram line, Mr. Faught said, which requires a total of 18 different tire sizes.

    Rather than compete head-to-head on price, Mr. Faught suggested dealers carry alternate brands or products whose prices cannot be directly compared with competitors'. Dealers can make a profit on sizes the competition doesn't carry, he noted.

    Keeping a broad inventory is important for servicing today's consumer, who requires immediate service.

    ``No longer do you have the opportunity to delay a consumer's order while determining how you will fill it,'' Mr. Faught said. ``It's a sin to say `I can't get it.'*''

    Other points he said dealers should consider include:

    Visit competitors' stores to find out how they operate. ``Knowing your competitor, shopping your competitor, is a must'';

    Review your store hours-``If the competition is open, you must (be open) or you lose'';

    Offer free tire-related services and specials-maintenance specials provide ``the best bang for the buck to keep customers tied to our stores'';

    Take advantage of suppliers' special deals;

    Avoid long lists of tires in your ads and keep changing the sizes listed ``to keep the competition off guard''; and

    Minimize pricing in your ads-``Have you ever seen warehouse clubs advertise price anywhere?''

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    Do you have an opinion about this story? Do you have some thoughts you'd like to share with our readers? Tire Business would love to hear from you. Email your letter to Editor Don Detore at [email protected].

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