The business of selling tires involves both hard and soft science, spontaneous and carefully planned art.

Much more than ‘black and round,’ a tire incorporates physics, chemistry, engineering, mathematics and a host of other disciplines. So, a tire dealer has to be part scientist.

And, knowing the science of tires is a useful weapon in the business arsenal. A dealer with product knowledge is more likely to gain respect and new sales than one without.

But, there’s another dimension to the business. Whether a distributor or retailer – dealing indirectly or directly with end consumers – you, the dealer, move tires into the marketplace. And that takes some artistic talent.

Have I gone mad? Not just yet. Let me explain.

Because you’re part scientist, you understand the concept of kinetic energy – the force of motion, as when a tire rolls. But, have you ever heard of kinesics? It’s the study of reading and interpreting body language – nonverbal gestures, postures and facial expressions that communicate messages. It’s part of a larger concept – something commonly referred to as ‘people skills.’

Some call this ‘emotional intelligence.’ In fact, that’s one of the newest buzz-phrases to enter the corporate American lexicon. This term, like most buzzwords, sounds more complicated than necessary. Emotional intelligence simply means being aware of your own motives and emotions and those of others – and using that awareness to your advantage.

That’s the point at which you start to get away from the hard science of facts and figures and turn to right-brain skills – intuition and creativity. That’s where art comes in.

For a tire dealer, understanding customers, pitching products effectively and presenting the most attractive image can win new sales and help nurture current customer relationships. And, by ‘customers,’ I don’t just mean Joe Consumer. If you’re a distributor or commercial dealer, for example, your customers are businesses. Soft skills go a long way with them, too.

Art of the Unsaid

As stated, kinesics is the study of body language. It’s also an important tool to keep in your business toolbox. Researchers claim that 65% to 90% of the meaning transmitted between two people in face-to-face communications comes through nonverbal means. Experts also say that people buy based on their senses.

Being able to read your customers tells you how your words are being accepted and how you should proceed. Indications that you have gained a customer’s trust include signs of relaxation – unlocking of ankles and arms, for example. If a customer cross his arms tightly across his chest, it might be a sign that he is uncomfortable, and you may have to alter your approach to put him at ease. At least that’s what the experts say.

One caution, here, though: Oversimplifying body language will lead to misinterpretation. For example, if a customer folds his arms across his chest, that doesn’t necessarily mean he is uncomfortable or combative. He may be reacting to a cold draft! So, rely first on what is said and secondly on the unsaid.

And, perhaps more important than the body language of your customers is your own body language. How you say things has more of an impact on others than what you say, according to psychologists. So, what nonverbal signals and impressions do you give customers?

People pick up on subtle, nonverbal clues, such as the tone of your voice or your facial expressions. No doubt you’ve heard or read that trust is one of the most important factors affecting a customer’s buying decision, especially in an automotive service setting. Looking customers directly in the eyes, smiling, offering a firm handshake and speaking to them in a respectful way will help earn that all-important trust.

If you really think about it, you’re not just selling tires, after all. You’re selling yourself.

An Underestimated Skill

Another way to attract more customers – and sales – is by simply listening. Listening is perhaps the most underestimated skill. Asking questions, listening to the answers and gathering as much information as you can about your customers will help you land more business. Experts call it ‘qualifying’ customers. They also call it ‘consultative selling.’ In non-consultant-speak, that means uncovering customers’ wants and needs.

Only after you ‘qualify’ them can you tailor your sales pitch precisely to customers’ needs and wants and recommend the best tires and/or service procedures. When you do that, you’re not just selling tires, you’re solving people’s problems. That’s art.

So, instead of bombarding potential customers with facts and figures, try simply asking them what they want from a tire. For a mother, safety may be important. An enthusiast may want good looks. A fleet manager may only care about how long a tire will last. You won’t know until you ask.

While it’s important to know all you can about the tires you sell, you should present that information carefully, concentrating on those characteristics that touch a customer’s hot-button issues. Customers will be impressed that you took the time to listen to them and address their needs, and trust will begin to develop.

Many sales and management consultants say that the most successful salespeople and entrepreneurs are those who are skillful at listening to customer needs, understanding them and finally reacting to those needs.

That makes sense. Offering a customer a solution to a specific problem is more likely to result in a sale than just blindly pitching various tire or service offerings.

Is this sales tactic simple? Yes. Overlooked? Definitely.

If you’re a retail tire dealer, using this art to your advantage can be a competitive edge over mass merchants. Most of them will not – or cannot – invest the time and energy it takes to learn about the needs and wants of each and every customer. And, why should they? The big-box goal is to move product. Volume is the weapon of choice. If a few customers are lost, so what? Many more are lining up at the automatic doors.

But you are different. And that’s how you can win.

All-Important Extras

Above all, though, the most important art in this business is adding extra value to what you sell. The most successful dealers in North America are masters of this art, which takes emotional intelligence and people skills to a higher level. Not only do you have to listen to customers and read their reactions, you also have to anticipate what they want far in advance. An arduous task, this means looking into a crystal ball and thinking about what aspects of your operation will impress customers so much that they will perceive value. And be willing to pay for it.

I don’t have to tell you that just about everyone these days is selling tires. More than ever, consumers view tires as commodities, driven down to the lowest common denominator – price.

After all, in a world where tires are stored a few aisles away from dish soap, the cheapest tire is the most attractive. But, an independent tire dealer would not be wise to try the same strategy. Selling based on price alone will never build margins, and long-term profitability will be scarcely more than a pipe dream.

It doesn’t have to work that way. You can dodge the commodity bullet and charge more. How? By providing expert advice and superior service along with tires. But that’s not easy. You have to train everyone in your organization so that they know what they’re talking about. You have to spend extra time and money doing things that may not result in immediate profits. But, sure enough, if you add value to the tires you sell, long-term business will come.

One of the best ways to practice this art form is to learn about strategies other dealers have used successfully to make those ‘black and round’ things more valuable. Another way is to be creative and come up with your own unique, out-of-the-box, even ‘crazy’ ideas.

I’ve heard of retail dealers offering free vehicle services in exchange for purchases. I’ve talked to dealers who have sold more tires throughout the year because they’ve offered to store customers’ winter tires for them. I’ve heard of restaurants and even beauty salons being established in tire dealerships. Some wholesale dealers provide no-strings-attached consulting services to their retail customers. Possibilities are endless. And the more creative your strategy, the more attention you’ll attract.

Also, keep in mind that a few profitless minutes – as when doing free vehicle service – just might turn into years of regular business. A small investment can mean a much larger payout in relationship – and eventually profit – building.

So, ask yourself: Can you give a little now to get a lot later?

Maybe, at the end of the day, the most useful art of all in your business will be patience.