Why You’re Losing Customers Over Tires

We're not in the tire game because we.

Well, we don't have the inventory. I'm trying to frame this the way that you were saying it. We don't have the inventory because we're not in the game. If we were in the game, we'd have the inventory. It'd be a. It would be a focus.

Yeah, so. So one of the things which has really been. It's been good for me. It's been a lot of fun. But since Cliff and I have gone down this road and working with parts home.

Did you like the logo for part sold?

Oh, I loved it.

I hope everybody's seen that logo. It's pretty cool.

Yeah, it's pretty awesome. That's official. That. That's the.

I was trying to email it to you, but the file's too big. I got to put it in Dropbox.

Yeah, it's super cool. I think it's going to go really well. But.

If you want to see what it's like and what the overall.

Feeling towards tires is from a dealership, I want you to walk into the parts manager's office, sit down, slide them a cup of coffee, and say, what do you think about tires? And just watch their face just for.

A second, because you can turn off the sound. Just by their facial expression, you can tell what they really mean.

Yeah. Typically you'll get the eye roll and then you'll get. People say, I hate. The parts manager will hate tires. Right. Because they consider it a tremendous nuisance.

So you gotta have the inventory. You gotta be the guy.

You gotta have the inventory. You gotta figure out a place. I get it. That tires are big and cumbersome and a pain in the butt to move and everything like that. But not having the tires means you're not in the game. And that's a terrible idea.

The next thing is.

That we perceive or it's true. One of the two. It could be the perception or it could be the truth, but both are a problem.

Sometimes perception becomes reality. Have you ever heard that? So sometimes we perceive it into reality. So, yeah, we perceive it or it is reality or we perceive it into reality. But either way it's a problem is that we believe technicians don't want to do tires.

Yeah, that would definitely be the perception. I also.

I've heard that one a lot.

If I can just go back to parts managers, please do not run an inventory stocking level of any tire that has an odd number in it. That's it. Don't have three tires. Biggest pet peeve. It's like having one rotor.

Back to back to tax.

Wait, so you just. Because one time a parts manager only had three of something and you were inconvenienced. Now the whole audience has to hear.

What if they've never thought about it before? What if that was just good sound advice.

God, I hope parts managers aren't that.

Ill equipped.

There's a lot of sharp folk out there.

Techs don't want to do it.

And so there's two answers there.

Okay, so I've got one.

What's the one?

I was thinking make it that it pays. Right.

I was thinking hire a tech to.

Do tires and alignments. That's a good idea. I like forget what I said.

Well, I don't know sometimes that it's the best use of some of the A or like really good B techs. It's not the best use. Like they don't need to be doing tires. We can get somebody else to do it.

Tire and alignment tech's genius.

We got to have it available.

Brilliant. Okay. The tire and alignment check. Tire and alignment person. They would never let a tire install go without an alignment.

We're coming to the end here. The last one that we had on our list.

Yeah.

This is, you know who, who historically has done a good job of this Honda.

Okay.

But most of the time and this is tied back to the one with the parts manager and the inventory is we have one option. We don't have a good, better, best. And so a lot of times.

Customers will pick the middle option no matter what. And we perceive that we're losing customers over price.

But.

But that's because we're giving them one option. But it does pay to have the option of those tires that sound like what are those tracks on a tank tread?

What do they call those?

I don't know. But they're really loud, right?

Yeah.

So you can have the cheap tires and it kind of explain that and then have the really expensive tires and then the middle one is where most customers will land.

But.

But the choice and the options make the customer perceive that the prices are lower because there is a lower price. It's just not a tire that they want.

It's not a good tire.

Some customers will pick it. But you have them sign a 10 page disclosure. That noise and whatever.

It's funny how fast they get noisy. Those are really cheap tires like hundreds of miles and they're noisy.

But there's a, there's a customer for that tire. But having the choices, the good, better, best, having options kind of takes price off the table in a few ways, but the main one is the customer gets to choose their own adventure.

Yeah.

They get to write their own story. And it's less about price because it's like, well, do you want the race car ones? Do you want the middle one? Or do you want the ones that you don't want?

Thanks so much for watching this clip of Service Driver Revolution. We're uploading new stuff every day, so make sure you subscribe and click the bell icon so you don't miss out. If you have a question you'd like us to answer on the show, call 8333-ASK SDR and we'll answer your question on the show. That's 8333-ASK SDR. For special deals on our books and training, head over to to offers.chriscollinsinc.com now that's offers.chriscollinsInc.com I'm Chris Collins, and I'll.

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