A lot has been happening at RHD TIRE and in the Dealerships the past 2 months, and I have finally found a moment of peace to sit down and write a little bit about it.
Let’s start with September…
September was a tough month to sell tires in Ford Dealerships, specifically, with no Ford tire rebates having been offered, so I feel September’s winners deserve a lot of recognition and credit!
The September’s results were as follows:
Collectively the 5 of them sold almost 900 tires! Which is absolutely amazing! Not only is their effort and hard work shown through their sales numbers but it is energetically felt and conveyed through their innate ability to give great customer service to every customer, every time!
While all of them are unique individuals, all 5 of them share these common attributes, qualities, and knowledge:
- They are always happy, smiling, courteous, and professional!
- They have all completed various Tire Manufacturer training blocks. (Goodyear, Michelin, Bridgestone, etc).
- All of them are Goodyear Rewards Plus Certified… So we should be seeing many of them in a new Goodyear Tire Champion coat very soon!
- All of them have attended at least 1 off-site RHD TIRE training course this year.
- Many of them have attended Drive and Learns.
- Several of them have provided their best tire selling practices in previous interviews (click on their names above to read those posts).
- They put forth a tremendous amount of effort to take care of their customers.
- They understand the added value of selling tires.
- All of them have an established customer base and therefore they have loyal, repeat customers.
- They are customer retention experts… (whether they realize it or not)!!
- And lastly, they participate in our blog contests month after month… so they are consistently tracking and measuring their tire sales monthly. They know what they are capable of and what it will take to achieve larger goals.
Again great job Chris D., Chris L., Felicia, Alex, and Brittney… thank you for all that you do!
I also want to recap October (just a tad) and say thank you to Bridgestone Tire for sending Chris Welty and Chris Lupien to Michigan and putting on an amazing training course! Also, thank you to all of the attendees for your undivided attention and time. We know it is not easy to take time away from your Dealerships and we greatly appreciate your attendance.
For those of you who missed the training course, it was a 3-hour training block titled “Good to Great Customer Service Skills”! This course was RHD Tire’s final off-site training offering for 2017… But rest assured more training will be offered in 2018! The Good to Great CS course was held at the Rust Belt Market in Ferndale. I want to acknowledge and thank the Rust Belt Market for the use of the beautiful space and help on the set-up! -Side note… The Rust Belt Market would make for a great location for any Parts and Service Club meetings/ events.
Just as the course name states Chris Welty covered many topics to help take your customer service from Good to GREAT! The training was based on Ritz-Carlton’s Customer Service teachings and practices, as well as Zingerman’s ZingTrain Customer Service recommendations. Everyone left with new information, different perspectives and ways to think about customer service, and of course tips on how to improve customer service. RHD Tire will bring this course back in early 2018, as well as several other courses presented by Chris Welty of Bridgestone Tire, so please be on the lookout for that information.
I am not sure if anyone else in attendance purchased the book Chris recommended and referenced called “Zingerman’s Guide to Giving Great Service“, but I did purchase and download it (that day) in my Audible app and have listened to it twice already. It is a great book, very helpful, and I highly recommend it… so much so, I purchased a hard copy to carry with me and reference as needed. It is an easy read packed with tons of useful insight and information!
If anyone reading this post is in need of tire training, sales training, and or customer service training, please reach out to your local RHD TIRE location and or Sales Rep! We are gearing up for another amazing year in tires and are fully staffed to help support you and your Dealership in any way that you need.
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.
Hello! June is HERE!!! YAY! Sunshine and warm weather… my favorite! I am hoping to reward 5 of you this month, so please be sure to track your sales and sell those tires!
LINK TO PDF FILE: MAY CONTEST 2017 A
RHD TIRE just finished up Goodyear Tire Training (in March), so I thought why not have April’s incentive be focused on Goodyear Tires!
PARTS AND SERVICE MANAGERS this is a great spiff to inform your Service Advisors of for many reasons:
- Our Chicago Contest is based on Goodyear Tires.
- The Goodyear Rewards Plus Spiff Incentive is running April – May 2017, which is a great incentive for the writers to take advantage of and it will help motivate additional tire sales.
- One of the requirements for this INCENTIVE brought to you by RHD TIRE is that you must be Goodyear Rewards Plus certified, so your writers will receive some extra tire training if they have not fulfilled this requirement and they can earn some spiff money too!
“What gets measured gets managed and what gets managed gets multiplied.” Peter Drucker
Measuring and tracking something gives you the information you need in order to make sure you actually achieve what you set out to do. This simple task can be applied to nearly everything in your day-to-day life… personal finances and budgeting, your health and diet/ exercise habits, and of course your work and career.
So for the months of July, August, and September (2016) my request to all Ford, Lincoln, and Quick Lane stores is to track and measure tire sales, as well as, missed opportunities.
What do I mean by missed opportunities? That would be when a customer has a need for new tires but does not purchase new tires when you recommend them. Maybe they mention not being able to afford new tires at that time; or they want to go home to discuss the purchase with their spouse… whatever the reason, make a note of this. In 1-2 weeks call that customer and simply remind them that they need new tires (as well as any other service products), and ask to schedule an appointment. And if you did not do so before… do some shopping for the customer before making the call and price out a set of tires you are confident in recommending. Inform the customer of the Low Price Tire Guarantee, as well as current rebate offers, and let the customer know how much they can save by purchasing tires from YOU!
I visit over 40 Ford, Lincoln, and Quick Lane stores and I can tell you that the best service advisors already do this. They track everything, and not just tires … they track all service products that they sell and or do not sell every single day. It’s just habit and it’s a great a habit to have! I can say that every advisor I have seen diligently track their sales and missed opportunities are successful service writers. These advisors are knowledgable, therefore they speak with confidence, they know how to demonstrate the value of their service products, and inevitably they have a loyal customer base. Before calling on a missed opportunity they take the time to do some research about the customer before they call them, review their notes about the customer, price match a set of tires (maybe even 2 or 3), and then they pick up the phone. They call with a purpose and an offer, and they ask for the customer’s business. By putting forth this effort they become more efficient, they know exactly where to go to find tires and to price match them, they increase their knowledge about a product(s) by doing some research prior to the call, and they simply practice (and eventually perfect) relationship building.
Also, by tracking their sales these advisors can see and measure the products they are great at selling and the products they are not so great at selling, and therefore work on those weaker areas while multiplying sales in their stronger areas. They know when they’ve had a great day, week, or month; they can tell you this information immediately. And they are always willing to compete with themselves… to see if they can sell more than they did last month or see if they can repeat that amazing April that they had.
If you manage a store, own a store, work at a store that is NOT doing this let’s change that! Start tracking TODAY! For those of you who are doing this already – keep it up!
Attached is a Tire Tracking Incentive to pass along to everyone in your service lane and or parts department that sell tires. You will want to join in on this incentive NOW (July 2016), as well as in August (I will run the same spiff in August), because come September I will have a big announcement (and prize) to see how far you have come since July, and you MUST have participated since July!!
If you have questions let me know!
P.S. There are no brand exclusions for this incentive. All 13 Tire brands on the ATW program count.