Nick Welch : Imlay City Ford

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.IMG_5125

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:


(e.d. = Employee Discount, P/M = Price Matching)



March Winner

I have another interview below with one of the TOP Service Advisors in the state… this time it is BRITTNEY FUCHS of Bill Brown Ford! I hope you can incorporate some of these tips and processes today! Thanks Brittney! -Enjoy Everyone! 


Name: Brittney Fuchs

Dealership: Bill Brown Ford Quick Lane

Years at Bill Brown Ford Quick Lane: 1 year

Years as a Quick Lane Advisor: 2 years

What is your favorite tire brand and why?

Personally, I have to say my favorite brand is Pirelli because I hear a lot of positive feedback on that brand, Pirelli’s pricing is consistently awesome, and price matching is typically the best on the Pirelli tires!

If you had to choose what tire brands would you say you sell the most of and why?

Goodyear definitely seems to be our top selling tire brand. I believe it is due to their brand recognition. They also have great rebates and typically a great low price on their tires.

Do you inform your customers of the Low Price Tire Guarantee?


Would you say you price match the majority of the tires you sell?

OH YES – about 95% of my tire sales are sold with the low price tire guarantee!

Which competitors do you price match most often?

Simple Tire is the often the best competitor to price match… they have the lowest price more often than not and we can save our customer’s so much money. The customers absolutely love this! If Simple Tire does not have the tire we are searching for then we use Walmart, Discount Tire, and Belle Tire.

When you do price match a tire what is the process?

We (the advisors) print out the competitors price for the customer, we then apply the discount/ price adjustment and close the invoice, and then we send a copy of both to the Parts Department. Parts then uploads the claim to Tire Sales Tool.

When you are informed that a customer needs tires do you research tires and or price match before speaking to the customer?

Yes, I do this beforehand if the customer is NOT waiting so I am prepared when I call them. If the customer is waiting I find there is no better sales technique than to call them up to your computer and price match right in front of them. Then they have no reason to doubt you! The sale is then made immediately.

If you had to estimate, how long does it take to complete a tire sale? Starting from the time you are informed the customer needs to tires to the customer agreeing to purchase the tires.

It varies, but I would say generally it takes about 15-20 minutes for customers who call in over the phone. Most of the time over the phone conversations are spent asking questions and looking up information, so this is somewhat time consuming but it is effective!

In person I would say it takes 5-10 min. I show them the deal and out the door price and if they agree I create their invoice and print out the price from the competitors website and begin that process.

Who handles DOT registration at your dealership?

The advisors do it. The techs write the new tire’s DOTs on the hard copy and we register the tires immediately on Tires Sales Tool. This process takes 2 minutes. Again, not a long time and we get it done right away.

Do you offer Tire Care to your customers?

I feel the situation out when it comes to Tire Care. There are some customers who you can just tell are not going to be receptive to Tire Care, as they view it as an unnecessary add-on. Then there are customers who ask for it before I can even get the words out of my mouth!

Bill Brown Ford has one of the busiest Quick Lanes that I have ever been to… what do you contribute your success to?

We get a lot of referrals and recommendations, and we are told over and over again that we are fast. We also never sell anyone something they do not need, we advise people of future purchases so they can plan ahead, and we are very aware of the how important trust is to our customer. It’s basically all about trust!

How many repair orders does your Quick Lane write on average per day? How many do you write personally?

I write about 25-30 a day. Our Quick Lane averages around 80-120 a day.