JUNE AND JULY WINNERS

 

As I mentioned in my June incentive the advisor that sells every set of tires listed on the incentive card would receive recognition on my blog.

Well I am proud and happy to say the Service Advisor that accomplished that difficult task (and it was a very difficult task!) is Bill Hardin of Varsity Lincoln in Novi, MI.

Way to go Bill!

I must also acknowledge Rachel Laskowski and Scott Daniels, both are Service Advisors at Hines Park Lincoln’s Quick Lane (Quick Lane of Canton), for their efforts. Rachel and Scott came very close to completely the Service Advisor card in June as well.

In July the tire selling momentum continued for all 3 (Rachel, Bill, and Scott), but Rachel Laskowski was a tire selling machine and ended up as the winner of the July tracking incentive! Wonderful job Rachel!

I met up with Bill, Rachel, and Scott at the end of July to ask them a few questions about how they sell tires and any advice they would give to other Service Advisors and here’s what they had to say.

 

BILL HARDIN of Varsity Lincoln (JUNE INCENTIVE WINNER)

“I find setting goalFullSizeRender (3)s is a vital thing to do, and if you are a motivated person like I am you should find it pretty thrilling and fun to meet and or exceed your goals each month.”

How long have you been a Service Advisor? 16 years

How long have you been employed by Varsity Lincoln? 9 years

On average how many tires do you sell per month? 50 tires a month is my goal. I often exceed this goal though by 4-10 tires, so I would say 50-60 tires a month. I find setting goals is a vital thing to do, and if you are a motivated person like I am you should find it pretty thrilling and fun to meet and or exceed your goals each month.

Walk me through a tire sale from the moment you discover a customer needs tires.

I often visually inspect the customer’s tires in the service lane. Then the technician brings me the multi-point inspection form after inspecting the tires as well. If there is a need for tires I look at the customer’s history… What they have purchased in the past? What price range do they tend to stay within? And then I go on the TIRE SALES TOOL and search the customers size. I also note the tire brand and model currently on the vehicle and price that tire out first. I will then add two more options for the customer to choose from which creates a GOOD, BETTER, BEST selling strategy. From there I discuss the options with the customer and help them make a selection. Then I price match that tire, apply any rebates, and ask if they are a Ford employee or know a Ford employee to see if I can help them take advantage of the Ford Employee Discount.

Do you price match every tire you sell?

Every set I price match, but typically it’s after the customer has chosen which tire they want to purchase. Usually I start with belle tire, and I do this with the customer at my desk. I actually turn the screen so the customer can see the competitor’s price and the money I can save them. Another advantage I point out to the customer is that when they buy a set of tires from Varsity Lincoln they get free tire rotations for the life of those tires, and I go on to explain how regular tire rotations help lengthen the life of their tires.

Do you register DOT codes?

I do not register DOT codes. The parts department does this task.

Do you submit price matching claims?

No, I only print them. Then I give them to the parts department and from there the parts department uploads claims.

Any advice for a new Service Advisor or any advice for a Service Advisor who is not succeeding at selling tires?

I would say you definitely need to prioritize your day… waiters are first, non-waiters are 2nd and rental car customers are 3rd. From there you just stay organized and stick to a regimen each day. I would suggest creating monthly goals for yourself as well, and make sure you tell every customer about the Low Price Tire Guarantee. Customer’s love when you can save them money, and the Ford Tire Program has made this so easy for us to do!

What is your favorite tire brand?

Michelin! I think Michelin is the best tire all-around, and most of my customers prefer Michelin tires due to their high ratings in comfort and traction. Michelin also has great mileage warranties, and for the most part my customers get the expected life out of their tires, especially when they get regular tire rotations.

Rachel Laskowski of Hines Park Lincoln Quick Lane (JULY INCENTIVE WINNER)

FullSizeRender (1)“I like to find 3 options to present to the customer… and I price match every single tire BEFORE I speak to the customer about their need for tires. I like to do the shopping for them, and then show and talk to them about all the discounts I can apply to their sale. They love to see all the money I end up saving them.”

How long have you been employed by Hines park Lincoln Quick Lane? 4 years

How long have you been a Service Advisor? 2 years

On average how many tires do you sell per month? 60-70

Walk me through a tire sale from the moment you discover a customer needs tires.

The technician brings me the multi-point inspection form and informs me that the customer has a need for tires. I then go on the TIRE SALES TOOL (through FMC Dealer) and search the customers size. I like to find 3 options to present to the customer, often times I use the Good, Better, Best selling strategy (if applicable). From there I price match all 3 of those options. I then create a quote for the customer that includes the Employee Discount (if applicable) and a quote without the employee discount, as well as the Low Price Tire Guarantee, and any rebates available. Then once all of this is done I present the customer with this information and let them choose the tire that they would like to purchase. Once the selection is made I call RHD TIRE and order the tire.

Do you ALWAYS price match before presenting the customer with the tire options?

Yes, I price match every single tire BEFORE I speak to the customer about their need for tires. I like to do the shopping for them, and then show and talk to them about all the discounts I can apply to their sale. They love to see all the money I end up saving them.

Currently what competitors do you price match most often?

Walmart would have to be number 1, followed closely by Belle Tire, and then Discount Tire.

Do you register DOT codes?

I fill out the card for DOT code registration, and then I give that to our Parts Manager.

Do you submit price matching claims?

I start the claim in Tire Sales Tool, then I print the competitors price straight for their website and I turn that into the Parts Department. From there the parts department handles the rest of the claims process.

Any advice for a new Service Advisor or any advice for a Service Advisor who is not succeeding at selling tires?

Prioritize your day, stay organized, and treat your customers like you would treat a friend.

Have you seen a correlation between selling tires and increasing customer retention?

Yes, I would say so, because we are taking care of all their vehicle’s needs, and giving them honest, straight-forward information, and by being able to go the extra mile by doing the tire shopping for them and offering them so many discounts on tires it builds trust. Customer’s who trust you return to you, and sometimes they even recommend you to their family and friends.

What is your favorite tire brand?

I love Goodyear! The price is usually right for our customers; I also find that brand to be the easiest to find and price match, and Goodyear offers great rebates. Goodyear also has really good mileage warranties on most of their tires, which is something customers really care about and want.

Scott Daniels of Hines Park Lincoln Quick Lan

(JUNE AND JULY RUNNER-UP)

FullSizeRender (2)“Talk to customers like they are your friends. Just be honest and get to the facts on whatever service products they may need. If a customer’s tires are in poor condition, I tell them that, followed immediately by here’s the retail price of the tire or tires you need, and then I start explaining all the discounts I can give them on those tires.”

How long have you been employed by Hines park Lincoln Quick Lane? 4.5 years

How long have you been a Service Advisor? 4.5 years

On average how many tires do you sell per month? 60-80 tires

Walk me through a tire sale from the moment you discover a customer needs tires.

The technician brings me the multi-point inspection form and informs me that the customer has a need for tires. I then go on TIRE SALES TOOL (through FMC Dealer) and search the customer’s tire size or sometimes I search for the tires that the customer already has on their vehicle, especially if it is a Continental Tire. I love Continental Tires! From there I usually price out 1 to 3 options and apply every incentive I can find on those tires. Then once all of this is done I present the customer with this information and let them choose the tire that would like to purchase. Once the selection is made I call RHD TIRE and order the tire. I would like to stress and advise all Service Advisors out there to be sure to present the customer with tire options before cashing them out for any other service work they received that day. For example if they have already paid for the oil change they stopped in for and then you start going over tire prices and quotes they will decline the tires.

Do you ALWAYS price match before presenting the customer with the tire options?

Yes, I always price match before presenting the customer with the tire options. ALWAYS.

Currently what competitors do you price match most often?

Walmart, followed closely by Belle Tire, and then Discount Tire.

Do you register DOT codes?

I fill out the card for DOT code registration, and then I give that to our Parts Manager.

Do you submit price matching claims?

I start the claim in Tire Sales Tool, then I print the competitors price straight for their website and I turn that into the Parts Department along with the final invoice. From there the parts department handles the rest of the claims process.

Any advice for a new Service Advisor or any advice for a Service Advisor who is not succeeding at selling tires?

I realized when I stopped putting myself in the customer’s shoes all the time, I started to sell more tires and service products. I use to feel awful having to tell a customer what I felt was “bad news” because I use to think to myself, “I would not want to hear this if I were them”. Do not do this. You will just sell yourself short and your customer. Also, talk to customers like they are your friends. Just be honest and get to the facts on whatever service products they may need. If a customer’s tires are in poor condition, I tell them that, followed immediately by here’s the retail price of the tire or tires you need, and then I start explaining all the discounts I can give them on those tires. So start with the facts keeping it straight to the point, then tell them what part or service they need, then get to the BEST part which is all the money YOU can save them.

Have you seen a correlation between selling tires and increasing customer retention?

Yes, I would say so, because we are taking care of all their vehicle’s needs, and giving them honest, straight-forward information, and by being able to go the extra mile by doing the tire shopping for them and offering them so many discounts on tires it builds trust. Customer’s who trust you return to you, and sometimes they even recommend you to their family and friends.

What is your favorite tire brand?

Hands down my favorite tire brand is Continental Tire!

Their product is solid and backed with a 1 year Road hazard Coverage, which my customers love.

I have personally driven on them; they are on my own vehicle right now, and I never get negative feedback about them. In fact my customers tell me how Continental tires grip the roads very well for an all season tire, even in the snow and ice.

A couple features I like to point out are the DWS in the ContiExtreme DWS stands for dry, wet, and snow conditions and there are markings on those tires so customers can see for themselves how much tread is left for certain conditions. Specifically there is a ‘D’, a ‘W’, and a ’S’,. The ’S’ wears away first once the tire no longer has enough tread depth for traction in the snow, then the ‘W’ wears away once the tire does not have enough tread depth for traction in the rain. The ‘D’ wears away when the tires are completely worn out and cannot perform well even on dry roads.

The Continental DW ( summer only) gets good reviews too especially during track and auto cross days. I also had the opportunity to go out to Continental’s test track in Uvalde, Texas and tested out many Continental and General tires against their competitors on dry and wet courses. The Continentals handled the best there!

Another reason I like continental tires is because the DW line up has a sporty, contemporary look to them, and the DWS model has a similar look but designed for all season driving. In my opinion they are just as good if not better than other premium brands like Michelin, and they are cheaper too.

Once again, GREAT JOB Bill, Rachel, and Scott!

If anyone has any questions or comments please feel free to post them below.

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