Selling and servicing OTR tires is an excellent job. In what other job can you sell into many different types of businesses and markets, from the smallest to the largest tires manufactured today?

Our knowledge regarding applications is vast and always expanding, especially if you want to grow your business.

Many times we limit our growth due to the comfort zone we’ve worked in for years. Going after new markets or segments can be challenging, but the result is very rewarding. The question you may have is how can I learn about the market(s)? This includes the correct product to sell and the different applications that may exist.

Experience comes either through “hands-on” or by asking others and listening. Talking to those who specialize in the segment you want to expand is the fastest way to learn about the potential customer. After all, it’s not what you know but who you know. Search out your best sources and start asking questions.

The next step is to search out customers and start asking questions about their businesses, expectations of suppliers and what concerns or opportunities they have. It is always better to listen and learn than form your own conclusion about what the customer wants.

Mobile Cranes

Now, what type of business am I talking about? There are many but I will just cover a few. The first business segment that continues to peak my interest is the mobile crane. These vehicles are massive, carry a lot of weight and run at high speed of up to 50 mph. Mobile cranes or all-terrain cranes operate over-the-road as well as off-the-road, depending on the configuration and model. All-terrain cranes have from two axles (four tires) up to nine axles (18 tires).

Some of the common crane manufacturers are Manitowoc Crane, Terex and Liebherr. There are others, but if you learn about what is manufactured by those three then you’ll have a better idea of their offerings, specific usage and speed ratings.

Depending on the vehicle make and model, several of the axles steer and drive. What does this mean to the tires? On that equipment, tire tread will scuff and/or show heel-and-toe wear. Tire life will vary due to the different environments where they operate, but should be closely monitored and tires rotated as needed to maximize tread life.

There are up to six sizes offered by some manufacturers, but four account for the majority of all wheel positions: 385/95R24 (14.00), 385/95R25 (14.00), 445/95R25 (16.00) and 525/80R25 (20.5). One thing to note, it is critical that the tires sold to fit onto an all-terrain cranes are DOT approved and include the DOT number on the sidewall. This means the tires are approved to operate over-the-road.

Next, these tires are all marked with a load index number. For example, the 385/95R24 and 25-inch tires show a load index of 170. This means for both of these tires, even though the diameter of the wheel changes they will carry the same load.

The next important number is the speed symbol, which is generally an “E” or “F.”

Here is what you need to know:

• E = 43 mph (70 kph)
• F = 50 mph (80 kph)

You never want to take off an F-rated tire and replace it with an E-rated tire. This is because manufact­- urers rate all-terrain cranes based on speed. It is permitted to replace an E-rated tire with an F-rated tire, as it will operate safely up to 50 mph depending on the load being carried.

As with any tire – but even more important for crane tires – is inflation pressure. The weight each axles carries will determine the correct pressure. I would strongly suggest that you work with your tire manufacturer to obtain their recommended inflation pressure for the equipment and application.

The last point to make is that tires are designed to operate safely at the speed-rating threshold for a certain amount of time. Then they need to have a cooling off period. This could vary by tiremaker and equipment manufacturer. Generally, customers implement a running procedure to ensure that their tires run safely. Make sure to ask and understand their established practices.

Rental Customers

The next big opportunity to search out is supplying tires and service for skid-steer loaders and backhoes used in construction operations. You say that this is already part of your business, but is it? Do you call on the rental stores? Caterpillar alone has 1,429 rental locations, and there are others like Sunbelt and United Rental with hundreds of other locations. These companies rent primarily to construction companies, and they rent a lot of skid-steer loaders and backhoes plus other equipment that need tires.

Depending on the lease terms, the rental customers buy the tires if they damage them. But for normal wear, the rental location is the customer. That means you need to find ways to reach both.

The best way to be introduced to this new construction company customer is when the rental company needs to replace or fix a tire and you’re the rental company’s dealer of choice. The customer most likely has other equipment that uses tires, as well.

Making a follow up call on the customer to make sure the tire or service you provided met or exceeded their expectations is an excellent way to build a solid, long-term relationship. Follow-ups provide the opportunity to discuss other tire needs, provide more details about your company and explain the other services offered by your company.

Speaking of follow-ups, anyone can sell a tire, but have you noticed how your top competitor is yourself. Weekly or bi-weekly follow-ups can make or break your next sale. Decision makers have a lot going on these days, so the more you can put yourself in front of the buyer with useful information, the better chance you have of securing that next sale.

When your competitor shows up to outbid you, the most important words that can come out of your customer’s mouth is, “Our current tire dealer is taking care of us and we are very satisfied with the support program they offer.”

Don’t just check with your primary contact as to how you can assist them, but see if you can obtain the contact information of the people managing the different job sites. Let that person know you would like to visit the different sites to check on their tires. Then you can do a site visit and provide them with a report of your findings. This shows that you’re interested in more than just selling tires; you also want to help them extend their tire life.

Getting to the other jobsites also allows you the opportunity to consider ways to better package and program tires and related services – creating more sales for you and better value for the customer.

Being onsite puts you in front of the site supervisor, equipment operators and other contractors. Make sure you have a company logo on your vehicle for visibility and exposure.

Before going on any work site, be sure you have all the correct safety equipment – hardhat, safety glasses, safety vest and protective footwear. Most importantly do not forget to have the proper site specific, and MSHA certificates.

There are many sales opportunities we all pass by every day. Stay off the highways and take some side roads. After all, making cold calls and getting new customers is the only way to continue growing both your business and your paycheck.