Most valuable tool: Ability to educate, sell

An interesting observation for you all. A couple of weeks ago, I took my wife's SUV into the local tire store for a winter tire changeover. As a big believer in the benefits of winter tires, and hopeful for spring, I scheduled the changeover.

At the tire dealer (a full-service operation), I handed the keys off, was told, "It will be about an hour," and I proceeded to walk a few doors down to hit the gym. After 90 minutes I went back, didn't see the SUV outside and went in. Through the shop window it was still on the rack finishing up,...for another 20 minutes.

I paid the changeover bill and was out the door, albeit beyond the promised time.

Fast forward three weeks, and the oil change is due.

Locally a new Toyota dealership opened up, and I decided to visit the dealer to see how they do.

On arrival at the dealership, I pulled into the service drive and was met by a lot attendant. The service writer quickly approached me and met me at the vehicle.

A quick walkaround for him to get the information, and we walked into the office area for him to assemble the repair order for a simple waiting oil change.

I was walked to the lounge around the corner, with amazing chairs, specialty coffees, high-top desk space and free Wi-Fi.

Although the tires on this vehicle are about nine months into their lifecycle, I didn't need new ones and wasn't pitched tires. However, an ample supply of tires and signage on the service drive let anyone visiting this Toyota dealership that it IS also a tire dealer.

I also noticed, being a tire guy, that I drove over a Hunter Quick Tread inspection device. Sure enough, a few minutes after my car was driven off to be serviced, the service adviser comes up to me with the scan report. Tires are of course great, but the alignment was a little out of spec.

Granted it's slight, but new tires and irregular wear do not pair well together. I was told it could be handed today for $99. Given my travel and work schedule, and the fact that it is difficult to juggle service visits for the wife's vehicle, I approved the alignment. Boom. Done.

And they are washing my car as well.

I think a lot of tire dealers do a great job of selling themselves on price, but in this case, when I had the winter changeover, would it not have been a perfect chance for the tire dealer to ask about alignment after a pothole-filled winter?

A quick check of the oil-change sticker on the windshield would have alerted the tire dealer to the fact I was less than 1,000 miles from the LOF being due, providing them with the opportunity to suggest they handle that also?

Neither happened.

I called the tire dealer while waiting at the car dealership and inquired about pricing. The alignment at the tire dealer would be $20 less than the car dealership. Oil change comparable.

In short, because of the Quick Tread inspection report and a service adviser who presented it as a sales tool, combined with the one-stop convenience factor, it is getting done today.

The automation and digital inspection systems available are some of the most powerful sales tools available. We are in the tire and service business, but we also are in the customer-education business.

When you invest in the technology available to have your sales teams present this infographic to a customer, the add-on sales become incredibly easy.

According to the ROI calculator on the Hunter website, this tool for wheel alignments alone — not including tire sales, brake replacement and all the other "wheel-off" opportunities — means that this system has an estimated 6.6-month payback time.

On alignment alone, an estimated $32,000 year-one profit, and $684,000 over a 10-year equipment cycle.

Add in all other "wheel-off" opportunities, and this alone could yield a 2.5-month payback and generate nearly $145,000 in year-one sales generated.

Think about those numbers.

I must assume that many shops are at a disadvantage vs. traditional car dealership service because of the absence of the service drive. After all, how many shops have a service reception drive-in area? Very few.

Here, I was made aware that the car dealership CAN sell me tires and is checking my alignment without me even needing to think about it.

And next time, could it be an easier sell when I do need the tires? For the average customer, quite likely.

By not investing in shop equipment to use as a safety and sales tool to present and educate the customer it is flat out leaving money on the table. After all, I am just one customer in the door today.

Edward Koczan is a veteran of the tire industry, having worked with Tire Rack Inc. and as territory manager for several tire manufacturers. Currently a director of sales with Sentury Tire North America, Mr. Koczan is passionate about the tire industry and trends in the business. You may reach Edward at [email protected].