Southtown's Tireman serves rural New York for four decades

COLDEN, N.Y. — When the owner answers the phone, you know you're in for good customer service, especially when he's been there for half a century.

"You know, price isn't always the issue," Mike Spagnola said.

Spagnola, along with his wife Mary and sons Rod and Mike, operate Southtown's Tireman at two locations in upstate New York. He opened the business 45 years ago and has been in the industry about 55 years.

When you own your own business, he said, you aren't just selling a product but also promoting yourself. It's a different mentality than larger retailers, he said.

"People that come in here are people that we know, neighbors or friends — or friends of friends. You know, 'We heard from Joe that he liked your service ...,' " he said.

"And believe it or not, even though they might move away, they still come back."

Southtown's Tireman operates locations in rural Colden and Springville, southeast of Buffalo.

Spagnola admits he doesn't know how a new business owner can build clientèle as he has — aside from, you know, being in business for a half century. But he does acknowledge that one thing that has never really changed is how they treat customers.

"Nine out of 10 times when somebody comes in here looking for tires, they leave with tires," he said, adding the tenth customer is often price shopping and usually returns, too.

"I feel pretty confident in saying that," he said with a subtle laugh. "I don't know if it's my overwhelming great personality or what, because I'm straightforward: My word is my word, and the price is the price."

He said his shops are clean and welcoming with an antique gas pump and old signs, and they always add a personal touch to make customers feel comfortable.

"One time, we had popcorn bags with a sticker on them that said, 'Thanks for popping in,' " he said.

At Christmas, they will fill the shop with poinsettias for customers to take home. And there are usually suckers or small toys for the kids.

"Now, I'm seeing a lot of customer's kid's kids coming in here," he said. "Kids that remember getting a little Matchbox car here are now driving."

Spagnola also keeps a tire pressure monitoring system (TPMS) handy on the counter to show customers. It's a newer technology that might confuse a customer who wonders "why a new valve stem costs so much."

Customers may not understand the mechanics of the vehicle or changing technology, and part of good customer service is helping them to understand, he said.

Nearly 50 years ago, Spagnola opened the Colden location as a tire wholesale business. He previously had worked at a tire shop, "and figured I could do it myself," he said.

Soon his wholesale business changed as customers started requesting service.

"We would actually back them in the bay, jack them up and take the tires off with a four-way wrench, but that was the start," he said.

"With a breaker bar and a four-way wrench, they came off just as easy."

When it comes to tire sales, Spagnola said they try to find the best fit for each customer's vehicle. Customers usually go with the shop's recommendations, he added.

"Even though they tell you they're only going to keep the vehicle for six months or a year, never believe them, because it's always longer than that," he said.

Once they have the right fit for the vehicle, he usually presents "good, better and best" tire options.

"Some people only want the best — or the cheapest. Some people ask if it's made in America," he said. The main thing, he added, is to make sure they are getting an appropriate tire for their vehicle.

When it comes to delivering bad news — that of unexpected vehicle repairs — Spagnola said it's important to be straightforward with a customer.

"Being fair to people, I think that's the whole thing," he said.