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.
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?
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.
LINK TO PDF FILE: MAY CONTEST 2017 A
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.
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.
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.
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!