Even the smallest,single-location tire dealership operating on a modest budget can look like abig retailer. Here are several tricks you can use to expand your image.

• Set up a high-qualityvoicemail system to pick up calls when employees aren’t available. And, whenemployees do answer the phone, train them to sound professional, upbeat andready to help.

• Get a toll-free number.These are inexpensive and instantly make your dealership look larger and moreprofessional.

• When mailing businessletters, use custom-designed letterhead and an envelope marked with your logoor dealership name. Print the letterhead and envelopes on quality paper stock.

• Produceprofessional-looking business cards on top-notch paper.

• Create a Web site. Whilegetting online can often be expensive, you can keep costs down by starting witha simple yet attractive Web site. Flashier features can be added later. Putyour Web site address on all marketing materials, letters and business cards.

• Write articles for tradepublications. Articles written by tire dealers for tire dealers can be avaluable way to earn credibility and a professional image. Contact the editorsof the magazines and offer to write about a topic on which you consideryourself an expert. If you feel uncomfortable writing the article yourself, considerappointing a freelance writer for the job.

• Send press releases tomedia outlets to announce new tires, services or special promotions.

• Dress professionally, andconsider uniforms for your employees.

– Source: Tire ReviewBusiness Toolbox