He was satisified Meineke and Cooper have worked out an equitable rebate program that makes reaching the incentive levels affordable.
“Previously, a lot of tire programs were unattainable for the average Meineke dealer,” he said.
Meineke dealers can start qualifying for incentives with annual purchases of as few as 200 tires, according to the ExTRA literature, including 100 “qualifying” units.
Once enrolled, Meineke franchisees designate their primary brand choice — Cooper/Starfire or Mastercraft — and primary and secondary wholesalers.
Dave Becker, owner of two Meineke stores in the Chicago metro area, said the ExTRA program is structured in a way that allows him to ramp up his tire sales without getting overcommitted. He likened it to Cooper's Medallion rewards program for its direct dealers.
For him, the combination of the Cooper and ExTRA and reliable distribution from U.S. Autoforce as his key distributor helps him make tires an integral part of his business philosophy of making sure the customer is taken care of.
“When I first started on my own,” Mr. Becker said, “it was a struggle to have the right tires available same day to close the sale. Most tire purchases are impulse or last-minute decisions, so it's key to be properly stocked.”
Mr. Becker opened his first Meineke shop six years ago in Mundelein, Ill., after working as a master auto technician for 20 years at a car dealership. He added a second shop, in Lake Villa, three years ago.
Since starting with Cooper, Mr. Becker said, he's not had a single complaint from his customers, and the fact that Cooper tires are U.S.-made has helped close sales.