APPLETON, Wis. (July 18, 2016) — As technology and changing consumer demands continually force tire dealers to make adjustments to their business models, the same is true for marketing programs.
In order to stay relevant, the most successful programs make it a point to add features and take advantage of new ways to create value and convenience for their program members.
Since 2015, Appleton-based U.S. AutoForce has tried to do just that, expanding its premium Tire One affiliate dealer program with several enhancements.
- This article appears in the July 18, 2016, print edition of Tire Business.
One of the most recent additions to Tire One — which U.S. AutoForce has controlled since purchasing the rights to it along with Royal Tire Inc.'s wholesale busiiness in 2011 — was a comprehensive online management training program the firm added in early 2015 that covers five areas, including:
Business planning: U.S. AutoForce helps its dealer to develop a business plan, something Chad Moon, program director for the company, said many didn't have when they started out.
“A lot of these shop owners came in and were probably really good techs, and they got sick of working for whomever so they decided to open their own shop,” he said. “…They just said, ‘Hey, I'm going to open my doors, start fixing cars, charge customers for it and it's all going to work.'
“And then after a year they're like, ‘Oh my God, I didn't realize how much the owner did behind the scenes.'”
Labor inventory: Many shop owners look over their parts inventory, according to Mr. Moon, and “they know they need oil filters and so many tires in stock,” but they don't manage “labor inventory”—the people working for them.
“We teach them how to comprehensively manage labor inventory for every one of their techs in the shop.”