The independent tire dealer is always facing tough competition. Major tire chains, mass merchandisers and warehouse clubs drive a hard bargain and claim a volume award when it comes to new tire sales. 
So how can an independent tire dealer stand out among his or her peers to appeal to consumers on the same level? And, in particular, how does one reach female buyers?
We know that women are the majority purchasers of all automotive items in North America today, so if you’re looking to step up your sales figures, you’re going to need to reach women. And in doing so, you’ll gain favor with all customers.
In this month’s column, we’re going to focus not on the tires, the marketing approach, or even the price. No, we’re going to start as simple as it gets: with your customers’ senses.
Eyes
We’re always told to not judge a book by its cover, but when it comes to customers – and female customers in particular – looks do matter.
Start with the outside of your shop. How’s your “curb appeal”? Does your location look clean, professional, and up-to-date? See that your building looks warm and welcoming or women will drive right on by. Replace run-down signage with new, friendly displays and communicate specials clearly in clean, eye-catching designs.
Moving inside – don’t forget that female customers take looks into account here, too – a clean and well-organized showroom is a good start. A comfortable waiting area is another step in the right direction, and a spotless bathroom is the icing on the cake.
Ears
No, I’m not going to tell you to silence your air wrenches – tire dealers do make noise. The sound I’m talking about is your telephone etiquette. Do you have a telephone answering script that you expect employees to use, or is any mumbled greeting of “Main Street Tire” good enough? Here’s a hint: It’s not good enough for women.
A proper telephone greeting has four main ingredients: Thanks for calling, the name of the business, an introduction, and an offer to help. “Good morning, thanks for calling Main Street Tire, my name is Roger, how may I help you?” You’ll find this simple adjustment shifts the tone of the customer’s telephone experience and will make her much more likely to pursue a business relationship with you.
For bonus points, learn her name and use it, even on the call. For instance: “Okay, I can help you with that – could I get your name please? …Okay Nancy, let me see what I can find for you. You said you drive a 2004 Camry, right?” These little adjustments become a habit once you get into the swing of using them, and the results you’ll see may surprise you.
Nose
I’ll keep this one brief, because I think the details speak for themselves. Tire dealerships and auto repair shops, by their nature, just don’t smell great. Taking steps to ensure your showroom, waiting area, and (definitely) the restroom smell clean and neutral are as important as the looks of these areas.
Plus, don’t forget your customers’ cars. Using paper floor mat covers and spraying the vehicle with a neutral, natural odor eliminator will create a more pleasant after-purchase experience.
Mouth
I’m not talking about taste here – I’m talking about word-of-mouth. Generally speaking, if a woman has a bad experience at a retailer, she won’t complain to the manager. She’ll complain to her friends. Bad word-of-mouth advertising can spread like wildfire, and will most definitely impact your bottom line.
Conversely, going the extra mile to make your female customers – and all customers – feel comfortable, welcome and taken care of will certainly be something they want to talk about. A satisfied female customer will pull no punches when it comes to her buying experience, and her friends will trust her advice implicitly.
Attending to the items listed here will determine whether she tells her friends to avoid you at all costs, or advises them, “Go to Roger at Main Street. He really went out of his way to help me!”
Jody DeVere is the CEO of AskPatty.com. Visit askpatty.com/getcertified to learn about how to become a Certified Female Friendly Tire Dealer.
