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Opinion

Your Average Customer

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I’ve been working in the tire industry now for just over six months and I still feel like and am a rookie. While I’ve learned a lot about the industry – in thanks to speaking with dealers and tire manufacturers – I still find myself looking at the industry from a consumer-based point of view.

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This perspective I hope can provide some value to you.

Prior to starting my job at Tire Review my knowledge of tires was next to nil. I knew I needed them on my car, and I knew I should be checking the air pressure – which I rarely did. I couldn’t tell you what brand was on my vehicle and I pretty much ignored my tires unless there was a problem.

I was your average uneducated customer.

I don’t know about you, but I hate feeling stupid. Walking into a tire dealership to get new tires or my car serviced, that’s often how I’d feel.

I’ve been places to service my car where the sales staff and technicians know what they’re talking about, but fail to communicate it in a way to me that didn’t make me feel like an idiot. When I feel that way I’m less likely to return.

Other dealers have made me feel totally comfortable, and if I hadn’t moved I’d still be using their services.

Customers will never know as much as you do about cars or tires and while they might need you to explain things to them, don’t talk down to them. Customers want your opinion and expertise, but don’t want to feel stupid. You are the customer’s liaison to the industry.  Remember that.

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Another thing to remember about your consumer is to not make assumptions on what they’ll pay. I don’t want to miss out on something that could be safer or meet my needs better because someone doesn’t think I’ll fork over the extra cash. If I know I’m getting value, I’ll pay for it.

Speaking of value, one of the things I failed to do in the past was think about the value of my tires and how important they are to my safety. The same goes for other parts on my car.

You need to remind your customer of the value of their tires or service, but don’t take advantage. I may not know everything you’re talking about with the car, but I can tell when you’re trying to scare tactic me into buying something. If you do that, I won’t return and will be telling others to avoid your shop.  Treat me well and I’ll promote your business for you.

Customers will appreciate you educating them and that will build their trust in your shop.

This all may seem to be basic customer service and common sense, but the thing about common sense is it’s not so common.

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Is there something I failed to touch on? Or disagree with my point of view? Leave a comment below or send me an email.

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