McDonald Ford Quick Lane’s TIRE EVENT!

Zach has done it again!

He is in the middle of running his 3rd tire event at McDonald Ford’s Quick Lane in Freeland, MI, and I could not be more impressed with the amount of effort, and hard work Zach and his team have put forth!¬† Zach pours his heart and soul into managing his Quick Lane, and it shows! He thinks creatively about how to promote his business, the services they offer and challenges the status quo. He promotes his offerings to all of his co-workers at the Quick Lane and at the Dealership, his family and friends, utilizes social media, and spreads the word throughout his community in a variety of ways. His Quick Lane is not just an auto center; it’s a pillar of the community, and currently it is decorated perfectly for the Halloween season! ūüôā

Zach, great job as always! It is a pleasure working with you and your team. RHD TIRE values your business, and we are happy to help support Tire Events such as this one.

Take a look below for images from Zach’s current tire event.

For more inspiration check out Zach’s previous tire events by clicking on the following links:

MCDONALD FORD’S AWESOME TIRE EVENT

MCDONALD FORD QUICK LANE FREELAND, MI

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Service Advisor Spiff August 2017

When replacing your customers car‚Äôs tires, price shouldn‚Äôt 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.

AUGUST 2017 SPIFF

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!¬†

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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?

YES- EVERY SINGLE ONE!

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.

 

FEBRUARY WINNER

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.

SCOTT DANIELS

This month I want to put the spot light on one of the nicest, most knowledgable service advisors I have met in the past 4 years, Scott Daniels of Hines Park Lincoln’s Quick Lane.

FullSizeRender (2)Scott always has a pleasant personality, he always puts his customer’s first, and really acts as a consultant for his customers by taking the time to ask questions and figure out a product or service that truly does meet their needs and wants.

He was also the winner of my November Tire Selling Contest! He consistently does a great job at recommending and selling tires month after month. He is a true professional, and a car (and tire) enthusiast!

If you missed my blog post from August (2016) you can click here and you will find a small write-up of Scott’s tire selling processes and his love for his favorite tire brand, Continental! Or just keep on reading because I asked Scott to explain why he loves Continental Tire so much and here is what he had to say.

Hands down my favorite tire brand is Continental, they have specialized tires for winter, summer and few different types of all season tires to benefit your needs.

My favorite all season tire is the Continental DWS 06404120c-9571-4020-a65f-9bccd94deb85_1-ba33129df686083a06b7c02749f684366, the DWS stands for Dry, Wet and Snow. They even have the ‚ÄėDWS‚Äô letters on the tire in the tread, the letters will eventually fade to say when the tire is no longer good for that weather condition. S for snow, will be the first to fade, the W for wet, then eventually D for dry. I have owned multiple sets of these tires over the years (including the older dws) and they work well. I even run these tires on my 2014 Ford Focus ST during spring, summer, and fall. These tires may only be rated for 50,000 miles but I will take performance/traction on the road over a higher mileage, harder tire that could make your car slide all over the road. I also like the aggressive look that you only typically see on stickier summer only tires and the DWS06 is exceptionally quiet, which is quite uncommon for a sporty looking tire.

A similar tire to the DWS06 would be Michelin primacy MXM4, they come stock on the 2013-2016 Lincoln MKZ. I drove on the Michelin’s for 18 months and was not that impressed. My fiance (who’s not a car/tire enthusiast) even noticed the difference. They just didn’t handle the road and corner as well, they also did not seem to last long either. After 12,000 miles the Michelin tires were worn down to 5/32 of tread. I know a Lincoln MKZ is a much different vehicle compared to the Focus ST but even with similar miles (and I also drive the Focus more aggressively) the Continentals have lasted much longer. Another big factor is pricing, by the time you price match, use the Ford discount (which Michelin has not been a part of for 15 months) and mail in rebates, Continental tires are way cheaper.

I should mention Continental also has a value line called General Tire, but I wouldn’t¬†label them as a cheaper tire. If you are looking for all-terrain tires General Tires are a great option, especially the Grabber. I also love General’s winter tires and am driving on them now.

39842ed0-91e5-44ee-9e6c-3270fd588ec8_1-7b53cc1fd15153d819ac7e0ea5b16aa7I’m running the General Altimax Arctic’s snow tires on the Focus ST. We have had a couple of days of winter snow so far and I’ve had no issues. I do get a smile every time I see snow on the ground so I can test the limits of the tires, I also enjoy seeing my small, low to the ground car, passing AWD and 4WD SUV‚Äôs and trucks on the roads.

During the spring I plan to autocross and I will be buying the NEW Continental ExtremeContact Sport tires! A lot of people rave about the good traction they receive from the Continental DW (which is what the ExtremeContact Sport is replacing) on the track, empty parking lot tracks, and also on the road. I had little experience with Continental DW tires up until last year when Continental sent me out to their test track in Uvalde, Texas. Their exceptional traction probably explains why I kept a Dodge Challenger SRT with DW tires on their test track but I took a BMW 3 series off the track because they were running a competitive tire! We all know the Dodge Challenger is heavy and not a track car, where BMW’s possibly one of the best handling cars in the world. The NEW Continental ExtremeContact sport comes out in February 2017 and it’s supposed to achieve even better¬†traction, have less road noise, and handle better in dry conditions compared to the Continental DW. It’s also supposed to be a better option to the Michelin pilot Super Sport but at a less expensive price and comes with a 30,000 limited mileage warranty! I can’t wait to get these tires!

A little more on the subject of testing out Continental and General tires to their competitor‚Äôs tires at the Uvalde test tracks‚Ķ we tested the General Grabbers on ATV‚Äôs and Wow! That was a great experience and the tires gripped the dirt even at large incline/declines and over small boulders! The company that supplied the ATV’s said in the 2 months using the ATV‚Äôs with General Grabbers they didn’t have a single tire blow out or leak from bending a wheel, or twigs puncturing the tire. The same could NOT be said for tires that came stock on them. Continental used to take Jeep Wranglers out but the vehicles couldn’t handle the abuse, let alone the tires. So even with more abuse the General Grabbers still held up. This makes me want to get an off-road vehicle and see what I can do!

As for a couple features I love about Continental tires… one would be their ability to track if your tires are wearing unevenly. There are 3 rectangular indentations on the edge of the inner and outer tread, if the rectangles start to wear differently you should get your vehicle to a shop and get an alignment before tire prematurely wears. This saves your customers from having to purchase a new set of tires due to their tires wear unevenly and prematurely, and it saves them money!

Another feature Continental tires have over their competitors is their 1 year/ (first) 2/32‚ÄĚ of tread depth complimentary road hazard coverage! When my customers come in for a tire leaking air, let‚Äôs say 3 months after buying a set of Continental ContiPro Contacts, and find out there’s a nail on the edge of the sidewall causing the air leak there’s no need to worry. Instead of trying to sell a customer another tire for $200 they receive a replacement for free!! The customer is happy and is more willing to trust me and will definitely come back to spend more money at your shop in the future. The parts manager is also happy too because Continental Tire pays their warranty claims within a couple of weeks. An extra benefit too is Jill at RHD Tire is always willing to give you a hand with warranty work. Send her an email about needing to do a tire warranty and she is there within a couple of days taking care of it, which takes the stress off you and frees up more time to spend selling more Continental Tires.

Lastly, another reason I love Continental Tire is their incentives for selling Continental tires. Every time you sell a Continental Tire, could be 1 tire or a set of 4 tires, you can accumulate points to spend at Continental’s website, www.continentalrpm.com. Over the past few years I have bought a pressure washer, a panini maker ,and even bought my Fiance a Keurig coffee maker… as well as many t-shirts, hats, and other swag.

I hope Scott’s love for Continental tire inspires more Service Advisors to learn a little bit about a particular tire line… it doesn’t have to be Continental tire it could be any of the 13 major tire brands on the Ford ATW Tire program. Scott’s enthusiasm, knowledge, and love for the Continental Tire brand makes selling tires so easy.. he has talking points and real life experience to share with his customers, and his knowledge builds trust which creates value for Scott’s customers and himself. That is how every ¬†tire sale should be made! Service Advisors if you are interested in learning more about a particular tire brand please reach out. There are many online resources to help, there are tire courses and tests you can take, and there are some really awesome rewards for taking the time to complete those courses… just like Scott pointed out with the Continental RPM website.

AUGUST WINNER

Hey, Hi, and Hello!

I have a WINNER to announce for the month of August!!!!!!!!!… (click¬†here¬†for details on the August incentive.)

I am proud and happy to say the Service Advisor that sold the most tires during the month of August is Felicia Collins of Avis Ford! Congratulations Felicia!!

Felicia is such a knowledgable, positive person and has a great outlook and attitude, and if I had to guess I would say those attributes are what really helps her build a great customer base and earn her customer’s trust and business.

I met with Felicia not too long ago and she was kind enough to answer my tire questions and allow me to share her answers with all of you! So please take a look below, and again congratulations Felicia! Great job!

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Felicia Collins of AVIS FORD 

(AUGUST INCENTIVE WINNER)

“Paying attention to the details like the tire size during a walk around inspection can save you a lot of time if you notice the tires are worn or damaged because you can start pricing out tires for the customer right away.”

How long have you been a Service Advisor? 2 years

How long have you been employed by AVIS FORD? 5 years

On average how many tires do you sell per month? I sell around 60 tires per month.

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

Our technicians will bring me the customer’s multi-point inspection form and inform me of any issues with the customer’s tires. I make note of the current tire make and model on the vehicle and then I will search for that specific tire on Tire Sales Tool. If it is available I will write up a full quote that includes Price Matching, any rebates available, and if available I will include the Employee Discount. I will then present that quote to the customer. If they are not happy with the tire I quoted out then I will go and price out Good, Better, and Best options for them to compare. The majority of the time they like the tires that were on their vehicle and they go with my first quote.

Do you price match every tire you sell?

Yes! I cannot think of time in the past 2 years where I have not price matched a tire.

Do you register DOT codes?

I do not register DOT codes. Our parts department register’s our DOT codes.

Do you submit price matching claims?

No, I only print the competitor’s price off the of their website. Then I give that paperwork to the parts department and from there the parts department uploads the 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 staying organized is key. Plus, paying attention to the details like the tire size during a walk around inspection can save you a lot of time if you notice the tires are worn or damaged because you can start pricing out tires for the customer right away. Lastly, being honest and pleasant with the customer and treating your customers with respect makes a huge difference and helps to build a long lasting relationship with them.

What is your favorite tire brand?

I personally love Goodyear! I have Goodyear tires on my vehicle now and I am very pleased with the way they have performed. Goodyear is the most popular brand amongst our customers too; It’s a name brand that everyone knows, they offer great incentives on their products, and generally speaking people are very happy with their Goodyear tires.

Tire Tracking Incentive : Part 3. (SEPTEMBER 2016)

 

Part 3 of our Tire Tracking Incentive is here and it is AWESOME!

Want to know why?!

This month (September 2016) the grand prize that will be awarded to the Service Advisor that sells and earns the most points is an iPAD MINI 4!!!!!

Other than that SUPER exciting news, this incentive is the same as Part 1 and Part 2. You still must track your tire sales and missed opportunities (if you have any). Please use the PDFs below. Then you turn your sheets in to me at the end of the month. (Easy Peasy!!!)

By now I hope that those of you participating in these incentives have found tracking your sales and missed opportunities to be just a normal part of your day and relatively easy to do! For anyone who is just joining in on the fun visit my recent post announcing the June and July¬†winners. The winners and runner-up from those 2 months were soooooo kind to share their best practices and tips on selling tires in that write-up! AND… for more information on why tracking and measuring is important visit this post from July.

RHD TIRE SERVICE ADVISOR INCENTIVE SEPTEMBER

SEPTEMBER 2016 MISSED OPP Tracking sheet

SEPTEMBER 2016 SALES TRACKING SHEET

Please feel free to comment or ask questions below!

P.S. Part 3 is the final installment of the Tire Tracking Incentive Series. In October I will be changing it up.

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‚Äôs 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‚Äôs 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‚Äôs 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‚Ķ 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 Lane 

(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‚Äôs tires are in poor condition, I tell them that, followed immediately by here‚Äôs 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‚Äôs 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 ‚Äúbad news‚ÄĚ because I use to think to myself, ‚ÄúI would not want to hear this if I were them‚ÄĚ. 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‚Äôs tires are in poor condition, I tell them that, followed immediately by here‚Äôs 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 ‚ÄėD‚Äô, a ‚ÄėW‚Äô, and a ‚ÄôS‚Äô,. The ‚ÄôS‚Äô wears away first once the tire no longer has enough tread depth for traction in the snow, then the ‚ÄėW‚Äô wears away once the tire does not have enough tread depth for traction in the rain. The ‚ÄėD‚Äô 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.