Mike Melton delivers a short, direct monologue aimed at tire shop owners arguing that competing solely on price is a losing strategy. He emphasizes that most customers ("99%") care more about factors other than price, and competing only on price attracts low-value, complaint-prone customers and leads to persistent low margins.
99% of you tire shops always think you can just compete on price and get all the customers. You couldn't be furthest from the truth. Listen, customers care way more about other things other than just the price. Of course you're going to have those customers out there who just care about price. They don't care about nothing else at all. But 99% of the customers care way more about about other things than they do just the price. Like if I had a store next to you and you. We are just competing. You're just competing against me on price. I'm going to whip your ass every day and not even have to go down to your price. This is a fact. And I'll. And I'll have way better customers. I won't have the ones who just worried about price. I'm not going to have the ones who are going to sit there and complain about stuff because most of them are that are just price driven customers. You're going to be broke, you're going to stay broke. And that's just how it works. And that's with any business. If you're just competing on price, you're going to be the one that loses and you're going to be one who's stuck with the customers who's always going to be the biggest headaches.
