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)



Service Advisor Spiff August 2017

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.

What Would You Buy?

What Would You Buy? (blog image)

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.



The February Service Advisor Spiff Incentive winner is CHRIS DIENES from Bill Brown Ford! Way to go Chris!

Chris is a super nice, professional, and genuine guy… I would say these qualities, along with his drive to continually learn and educate himself by taking advantage of any training that is offered, contribute GREATLY to his success. He has spent over 26 years at Bill Brown Ford and has 15 years of experience in his current position… Chris has a WEALTH OF KNOWLEDGE when it comes to customer service and writing up vehicles, yet he still wants to learn and improve. That’s quite incredible in my opinion!

Check out what Chris had to say in my Q&A with him… he gives away a couple of tire selling secrets!!

IMG_7510Name: Chris Dienes

Dealership: Bill Brown Ford

Years at Bill Brown Ford: 26 years

Years as the Quick Lane Manager at Bill Brown Ford: 15 years

What is your favorite tire brand and why? Goodyear is definitely my favorite brand. I find that overall it’s a great tire for a great price. I also rarely have any complaints about Goodyear Tires.

If you had to choose what tire brands would you say you sell the most of and why? Since I personally prefer Goodyear Tires I find that I sell Goodyear Tires the most, and again the great price wins over a lot of customers, not to mention Goodyear offers some of the best rebates and incentives on their tires. I also sell a lot of Pirelli tires due to their great pricing and again great rebates and incentives. Last but not least I sell a lot of Michelin too due to customers who are after quality and brand recognition.

Do you inform your customers of the Low Price Tire Guarantee? HECK YES! Every single customer that comes to our Quick Lane knows that we price match.

Would you say you price match the majority of the tires you sell? Yes we price match 99% of the tires we sell! One trick we use is we actually google the tire size and type of tire, and we find all sorts of great places to price match!

Which competitors do you price match most often? Another secret I will let you all in on is 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 then 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 5 minutes. 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. It’s by no means hard to do and while other parts or services might be slightly easier/ faster to write up, 5 minutes is not a long length of time.

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 offer TireCare to the customers who are willing to put more money into their vehicles. I do some research into the customer’s spending habits in the past and I feel the situation out. Some customers think you are selling them a useless add-on, and some customers see the value in it.

Bill Brown Ford has one of the busiest Quick Lanes that I have ever been to… what do you contribute your success to? It’s all trust! I’ve been at Bill Brown for a long time and customer’s like seeing the same faces when they stop in to your dealership. You are able to build a long-standing relationship that way. We also value our customers and we inform them of all the great incentives and offerings that are out there. Everyone who comes to our dealership is taken care of like they are family or friends.

How many repair orders does your Quick Lane write on average per day? How many do you write personally? It varies… we write about 80-110 depending on the day. Personally, I average about 30 a day.


Here is a fun little fact:

“It may come as a surprise that a staggering 318 million LEGO tires are produced each year, that’s over 870,000 each day! The LEGO factories produces tires 24 hours per day, 365 days per year because nearly half of all LEGO sets include a wheel of some sort.”

And here I thought the Ford Tire Program had a hefty annual goal!

Speaking of the Ford Tire Program Goal… Are you aware of what the goal is this year?

It’s 3.95 Million tires purchased! That’s 1 Tire Purchased Every 4 Seconds!!!!

That’s pretty incredible if you ask me.

I hope all of you in the GREAT state of Michigan take pride in knowing you help TREMENDOUSLY in achieving the tire goal year after year, because you are tire selling rock stars!

Thank you for being so diligent at your jobs and advising your customer’s on their service needs. It never goes unappreciated! 

Here is the November Tire Selling Incentive brought you by RHD TIRE… let me know if you have any questions!