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Teach Customers About Tires And Earn Their Business - great article by Jeremy Parrott
If you inspect tires, educate the customer and ask for the sale. You may be successful 78 percent of the time. This, according to Boston Consulting, is the success rate of the first person who recommends a tire purchase.
Inspect every vehicle’s tires on the service lane while the customer is still there. Four easy inspection steps include: Turn the steering wheel to the right, pointing the driver-side tire right at the customer; move your hand across and along the tread; measure tread depth; and measure air pressure. New tires or services may be needed to not only correct the issue but for safety reasons.
Educate the customer about what is happening to their tires. Tires can have problems because of many reasons. There could be a problem with their toe settings, their camber settings; the tires might be out of balance or any one of a host of other problems that arise from normal day to day driving. If problems are caught soon enough you can extend the life of your customer’s tires, which builds trust and earns future sales.
Ask for the sale
If a customer is in your service lane, 60 percent of the decision to buy from you is already made. Inspect every customer’s tires, if they need tires explain why, determine the right tire—typically what came on the vehicle—quote the installed price and ask for the sale. Asking for the sale will increase your success by 50 percent! It really is that simple.
Jeremy Parrott is the national account manager for the Ford Around-The-Wheel program for Continental Tire North America. He can be reached at 704-583-8987 or Jeremy.Parrott@conti-na.com.