RHD TIRE partnered with Michelin this month to conduct two Michelin training courses.
A take away for many attendees was learning about the Michelin Promise Plan.
Let’s recap what the Michelin Promise Plan includes because it is an excellent selling feature that you should be informing your customers about every time they purchase Michelin tires.
The Michelin Promise Plan offers consumers the following:
- 30-Day Satisfaction Guarantee¹: which means they have 30 days from the date of purchase to decide if their Michelin tires suit their tire needs. If the tires do not meet their expectations, they can come back to your Dealership and get a new set of Michelin, BFGoodrich, or Uniroyal tires.
- 3-Year Flat Tire Changing Assistance ²: Let’s say your customer finds themselves in the unfortunate circumstance of being stranded on the side of the road with a flat tire. If they purchased Michelin tires, then all they have to do is call 888-553-4327, and a qualified service professional will change their flat and install their spare tire or provide towing up to 150 miles at no charge. Available 24 hours a day, 365 days a year in the U.S. and Canada.
- Limited Mileage Warranty ³: a limited warranty covers MICHELIN® passenger and light truck tires (replacement and original equipment) for tread wear.
When your customers make the choice to buy Michelin tires, they get the added benefits of the Michelin Promise Plan. It is that simple!
A promise of this magnitude can only come from Michelin.
We want you to be 100% satisfied with your MICHELIN® passenger or light truck replacement tires so they are backed by the Michelin Promise Plan™.
- 30-Day Satisfaction Guarantee¹
- 3-Year Flat Tire Changing Assistance²
- Limited Mileage Warranty³
- Certain conditions and limitations apply. See the Michelin Owner’s Manual for complete description and details.
- Original Equipment tires are excluded.
Excludes DOT–approved competition tires (e.g., MICHELIN® Pilot® Sport Cup tires). Mileage warranties vary by tire line. See your tire retailer or click here for more details on specific mileage warranties, including those for split fitments.
30-Day Satisfaction Guarantee
Available on all MICHELIN® passenger and light truck replacement tires. If you’re not 100% satisfied, bring the tires and original sales receipt back to the place of purchase within 30 days for a new set of tires.
3-Year Flat Tire Changing Assistance
A qualified service professional will change your flat and install your spare tire or provide towing at no charge. In case of a flat tire, simply call 1-888-553-4327 and a qualified professional will change the tire or provide towing up to 150 miles for free. Available 24 hours a day, 365 days a year in the U.S. and Canada.
Limited Mileage Warranty
MICHELIN® passenger and light truck tires (replacement and original equipment) are covered by a limited warranty for tread wear.Michelin limited mileage warranties
Mileage Warranties & Limited Warranty
All MICHELIN® tires4 (both Replacement & Original Equipment) come with a limited warranty for treadwear, as well as a limited warranty which covers defects in workmanship and materials for the life of the original usable tread, or for 6 years from date of purchase, whichever occurs first. Mileage treadwear warranties vary by tire line. For the specific mileage treadwear warranty for your MICHELIN® tire, see Michelin Brand Mileage Treadwear Warranties.
4. Excludes DOT–approved competition tires and applies to tires that come as original equipment on model year 2011 and later vehicles.
Allow me to introduce you to Nick Welch from Imlay City Ford.
Nick took 3rd place in April’s Service Advisor Incentive! Congrats Nick! I want to recognize him because he does something that so far I have not witnessed any other advisors doing and I think it is worth sharing.
At the beginning of each month, Nick shops his competitors for price matching deals on his lane’s most popular selling tire sizes and brands. He knows his customer base very well and can easily identify the tires they most frequently need.
He then prints out the BEST deals he can find and places the competitor’s quotes in a folder labeled by wheel size.
When customers stop in and Nick identifies they need tires he first locates the best tire option for their needs in the Tire Sales Tool, once a tire brand and model are selected he then accesses the “price matching folders” at his desk, locates the best price match offering, and then hand-writes the savings onto his customer’s tire quote.
Nick sold 125 tires in April, which is phenomenal, and he has consistently sold 100+ tires per month throughout his career at Imlay City Ford.
Nick says this method of shopping at the start of each month for the best price matching deals and printing them out has helped save him a tremendous amount of time during his customer interactions. Now he can spend more time talking to his customers, getting to know them, and building a longterm relationship with them, which is where Nick truly shines and excels! His customer interactions are very thorough, he listens and processes that information to make the appropriate suggestions that suit the customer’s needs. His customers do not mind waiting in line to speak to him. They know he is detail-oriented, very knowledgeable, and that he cares. They trust him and they come back again and again to see him.
Nick’s printout method could also be done electronically by creating a folder on your computer’s desktop and storing jpg’s or pdf’s of the competitor’s quotes each month there, this would be especially helpful for any writer’s who have to upload and submit their price matching claims themselves.
If anyone has great Tires Selling Tips like this one please reach out! I would love to hear from you. Email: Jill@RHDTIRE.com
(e.d. = Employee Discount, P/M = Price Matching)
Zach and his team at McDonald Ford Quick Lane in Freeland, MI have successfully held another AMAZING TIRE EVENT!
If you missed his first tire event click here!
This time he wanted to teach his customer base about tires so he created the “Learn 2 Earn” program.
With this program all customers who attended Zach’s class held on Saturday, May 5th, 2018, learned about tire care topics such as:
- Tread Life and how to measure your tread depth.
- Stopping distances based on tread depth.
- The importance of changing Run-Flats within 50 miles of a puncture.
- The potential dangers of driving with a bulge in the sidewall.
- Weather-cracking: what to look for and how to know if it is severe.
- And a live demonstration on how to change a flat tire.
All attendees earned a gift bag filled with great promotional items like a hat, a water bottle, keychains, a tread depth gauge, and 5 randomly selected gift bags included a certificate for a FREE “Works Package”!
The pictures below depict that amount of effort and hard work Zach put into this event, and it was once again a major success for them!
Since last October when Zach held his first tire event, his tire business has grown over 85%!
Great job Zach and the McDonald Ford Quick Lane Team!!!
Consumers know that Mother Nature can introduce challenging driving conditions. But no matter the weather, The Goodyear Tire & Rubber Company has introduced a breakthrough tire for drivers who want confident traction in all conditions: the Goodyear Assurance WeatherReady.
“The Goodyear Assurance WeatherReady helps deliver exactly what its name implies: superior confidence behind the wheel, whether the road is slick with rain or covered with ice,” said Ryan Patterson, president of Goodyear’s North American consumer tire business. “Rain, sleet or shine, this tire delivers the best all-season traction for consumers.”
Available in a wide range of sizes, from 15 inches to 20 inches – and covering 77 percent of cars, minivans and SUVs on the road today – the Goodyear Assurance WeatherReady boasts a variety of stability-enhancing features, including:
- Goodyear Weather Reactive Technology, which contains:
- Evolving Traction Grooves to provide like-new traction as the tire wears
- 3D TredLock Technology Blades, which provide predictable traction in turns when the weather changes
- Asymmetric tread for traction in any weather
- Sweeping tread grooves that force water away for steadfast control in the rain
- Zig-zag biting edges that provide dependable grip on snow and ice
“The all-season Goodyear Assurance WeatherReady is our best traction tire ever,” said
Patterson. “It was developed in partnership with our customers, to satisfy the needs of their consumers. Throughout its design process, we engaged with our customers collaborating on performance requirements, product appearance and other features.”
Popular fitments for the Goodyear Assurance WeatherReady include the Toyota Camry, Corolla and Highlander; the Ford Edge, Escape and Explorer; the Honda Accord, Civic and
CR-V; the Hyundai Sonata and Santa Fe; the Nissan Altima and Rogue; and the Chevrolet Cruze and Equinox.
When replacing your customers car’s tires, price shouldn’t be the first consideration… Other factors, such as safety, grip and ride quality, should top the reasons-to-buy list.
And when the time arrives to finally replace those worn tires, the majority of consumers are not very good at doing their research to find the best fit.
In reality, no single component in a car is more critical to its stability, handling and ride quality than its tires. The right tire can even improve fuel economy and save your life.
With that said, this month I urge you to go the extra mile when recommending tires to your customers… ask questions such as: What improvements would you like to see made on your car? Maybe the customer tells you that their car is noisy especially at higher speeds, so they’d like their car to be quieter. Or they tell you they have a vibration issue. Maybe these are the very reasons your customers are visiting your lane in the first place. So take note of things such as the tread depth, check for irregular wear… is the outside half the tire 7/32 of tread, but the inside is 3/32? What brand and model are the tires? Talk to your customers and find out how many miles they drive each year. Are they leasing their current vehicle or did they purchase it and how long do they plan to drive it? By asking questions you might find out your customer drives quite a bit, likes a quiet and comfortable tire more than anything else, in the past has always preferred Michelin tires, and of course they want great traction. From there use the Tire Sales Tool or GMTireBilling or call the office staff at RHD TIRE to determine the best recommendation, and then see if you can price match that tire. Your customers want and expect the BEST tire for the LOWEST price and YOU have the ability to make that happen every time… even for the price conscience consumer who is strictly after the lowest price!
Take a look at this example made specifically for the price conscience consumer.
Before even getting into the features and benefits of the 3 tires listed above, take a look at the basics. Both the Firestone and the Uniroyal come with higher mileage warranties than the Kelly tire, and they both start with more tread depth, but had you just organized these tires by lowest to highest price in Tire Sales Tool or GMTireBilling the Kelly Edge would be the least expensive and would most likely be your go to option. When you make the extra effort and search for an opportunity to price match you can save your customer money and put them into a better quality tire.
So this month I once again ask that you track your sales and submit your tracking sheets to me at the end of the month… However this month I will reward the top 5 Service Advisors, and Kelly tires will be worth only 1 point, while ALL other program brands will be worth 2 points. Please see attachment for details and let me know if you have any questions. As always thank you for all that you do! Let me know if you have any questions.
Red, yellow, or green?!?
At RHD TIRE we follow the 2/4/6 rule.
2/32 of tread being considered legally worn out and unsafe to drive on.
4/32 of tread being the minimum amount of tread depth needed for traction in the rain.
6/32 of tread being the minimum amount of tread depth needed for traction in the snow.
The 2/4/6 rule goes hand-in-hand with the simple color-coding system almost all dealerships and shops use on their multi-point inspection forms and tread depth gauges:
- Red indicates items that need immediate attention. (1/32-2/32 of tread)
- Yellow indicates items that should be addressed in the near future. (3/32-5/32 of tread)
- Green indicates no items to address. (Above 6/32 of tread depth)
As a technician or service advisor this is vital information to communicate to your customer. Every customer should leave your shop or store knowing what color their tires are and what that means to them and to their safety.
If you would like a visual aid in your service lane or lounge that will help communicate tread depths and other vital tire information please let me (Jill Richter) know. I can supply you with the these awesome trifold brochures. Please note these brochures can be customized with your Store’s logo and information, and any other message you’d like to have included.
While you are here check out the video below on tread depths and stopping distances. This is the best example of how traction is reduced as tread wears down.
Lasty, if you have any questions or comments please post them below, or feel free to send me an email.