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Becoming a Better Service Advisor
March 03, 2010
Whether the "selling" part of the job at your dealership is handled by a designated service adviser, service manager, shop foreman or technician, the impact of a "yes" or “no” are the same.
People may decline repairs for numerous reasons. Some you can’t control, but some you just may. Here are a few things that I’ve noticed that I feel increase the odds...
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Top Sales Strategies to Win Over Customers
February 18, 2010
Sales and customer service go hand in hand. Without a qualified, trained and professional sales staff, you run the risk of customers walking away from your dealership feeling less than satisfied.
Because we are dedicated to building your business, Tire Review has published countless articles on how to boost your shop’s sales efforts. Take a look back at some of those articles for ideas...
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Planning Special Events
February 09, 2010
Who wouldn’t buy a tire from Mario Andretti?
Capitalizing on the racing legend’s star power has become part of doing business for some Firestone dealers, who hold special events at which consumers can eat and chat with the tire brand’s greatest ambassador.
Bigfoot often is there to “crush the competition” and racing show cars are sometimes displayed. The events...
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How Fit is Your Sales and Customer Service Effort?
January 18, 2010
Have you ever considered the fitness level of your sales and customer service effort? No, I’m not talking about some sort of employee exercise program. Rather, I’m asking if the employees that provide sales and service to your customers are functioning at peak performance.
If you haven’t given this proper consideration, you’re probably not seeing the big picture...
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Deliver World-Beating Customer Service
January 14, 2010
The time has passed when good customer service could be measured by having a comfortable waiting room with a TV set, magazines and coffee. Today those things are expected. Customers demand much more, but “great customer service” is not as easily defined as, say, having clean restrooms.
Truth is: Customer service is a tangible, measurable attribute.
Time and again we hear the phrase...
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Is Your Business Ready For Diversity and Cultural Marketing?
October 23, 2009
When the 2000 Census was completed, we were advised that the Hispanic population had increased by 50% and that the black population had increased by 12.3% in just one decade.
Eight years later, on Aug. 14, 2008, the U.S. Census bureau released new information concerning the changing demographics in our nation, stating, “The nation will be more racially and ethnically diverse, as well as...
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Think You're Female Friendly? Examine the Basics to see if Your Shop Measures Up
September 23, 2009
Women account for 85% of all consumer purchases, including everything from automobiles to healthcare, and they spend about $5 trillion annually – about half of the U.S. gross domestic product.
It is predicted than over the next decade women will control two thirds of consumer wealth in the U.S. and be the beneficiaries of the largest transference of wealth in our country’s history...
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Selling to Women
July 31, 2009
Tire and automotive service
dealers, especially, need to remember that women do indeed hold the purse
strings when it comes to purchases. They wield significant economic power,
purchasing 80% of all consumer goods. And, they make up about 65% of the
customer base for automotive repair and service centers, according to the
Automotive Aftermarket Industry Association (AAIA).
So, how can tire...
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Bring in New Customers With New Approaches
June 15, 2009
Although it’s been proven to be far less expensive for a company to keep existing customers than gain new ones, attracting new business remains the toughest, most vital part of staying on top.
This holds true particularly for tire dealers in today’s economic climate, where the majority of consumers are limiting tire and vehicle service purchases to the bare minimum. Loyal customers...
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Six Common Sales Mistakes
May 01, 2009
Here are the six most common mistakes salespeople make and how to overcome them:
1. Fearing the customer's reaction. When salespeople are afraid of what a customer might say, they end up losing sales opportunities because they don't find out what the customer really wants. For example, what if the customer says, "Your price is too high." It's a knee-jerk reaction to offer a lower price...
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Improve Customer Loyalty with Good Communication
April 14, 2009
A good tire dealer knows the key to keeping loyal customers is to build relationships with them. And just like maintaining any other relationship, staying connected with customers requires work and, above all else, effective communication.
But in a business where time is money – and there are always competing demands for your time – it may seem difficult to map out the most efficient...
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Handling Customer Complaints
April 01, 2009
No one likes to get complaints. Most tire dealers will do almost anything to avoid them. But mistakes happen, and – believe it or not – a complaint from a customer can actually be a blessing in disguise.
Follow these six steps to turn complaints into opportunities:
1. Act fast. It can be tempting to put off meeting with or returning a phone call or e-mail from a disgruntled customer...
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Superior Customer Service
March 13, 2009
In the history of the world, the topic of customer service might not generate as much enthusiasm or interest as, say, global terrorism. But don't tell that to a businessman – especially a tire dealer – who is battling a badly strained economy for his own survival in the marketplace.
These days, businesses will “go the extra mile” to get a customer, make that sale or increase...
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Reject the Recession
March 01, 2009
While heavy news coverage of the financial turmoil is hard to avoid, you don’t need to let it overwhelm your dealership operations. It is hard to avoid feeling the "recession depression,” but you can either let the media send you into panic mode or view the downturn as an opportunity.
Here are some ways to thrive in tough times:
1. Don't be afraid to discount: Consumers are...
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Creating a Buzz: Shatter Expectations to Keep Customers Coming Back
February 12, 2009
Operating any business in today’s economic climate certainly brings with it many challenges. But tire dealers are met with a unique set of hurdles, not the least of which is consumers’ tightened budgets.
You’ve probably been met with many customers who are trying to stretch their money – those driving on tires that are well past needing replaced, and those who refuse...
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Accepting Credit Cards
February 01, 2009
Those of you who don’t already know that credit cards are safer than checks are living in the past. Even so, common sense must prevail when accepting credit cards, just as it does when you accept a check. Compare the name on the credit card to a driver’s license or other valid identification. Be careful not to fall for the old scam in which Joe Biflick says his mother gave him her credit...
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Maximize Your Chances With RFPs
February 01, 2009
If your dealership becomes involved in a Request for Proposal process (RFP), there are specific issues that require careful attention to maximize your chances and avoid a time-consuming and costly situation.
An RFP can be an informal process where a few suppliers are interviewed and a selection made from among them, or a formal process where a number of suppliers are involved. The RFP might be a...
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How to Retain Customers
January 01, 2009
If you treat your customers better than the giant retailer down the street, you can bet you’re going to get their tire business first. It all boils down to common courtesy. Offer the reality of great customer service and consideration. Treat your customers this way every time, all the time.
Here are some things you can do that all tire dealerships should do:
• Greet customers when...
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Make New Friends, But…
December 01, 2008
You know the old saying: “One is silver and the other is gold.” While it’s always smart to prospect for new customers, don’t forget the ones who have purchased tires or services from you in the past.
Remind former customers that you exist and give them a reason to pay you a visit. If possible, send them a note or coupon to let them know about new tires or vehicle services...
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Mending an Error
November 01, 2008
It’s inevitable – sometime, someone will have a bad experience with your dealership, causing you to lose business. Until robots are running tire dealerships, we’ll have errors. The good news is that it is possible to get an unhappy customer back.
Step one is to apologize, even if you don’t feel you were wrong. Simply indicate that you are sorry he or she had a bad expe...
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