July 17, 2026
17 Jul 2026 · 0 min
0:22
Mike Melton says customers buying tires are really buying confidence: safety to get home, knowing someone cares, and work that won't fail. The feeling they leave with lasts longer than the price they paid.
Mike Melton says customers buying tires are really buying confidence: safety to get home, knowing someone cares, and work that won't fail. The feeling they leave with lasts longer than the price they paid.
The customer ain't just buying tires. What they're doing, they're buying your confidence. Now, confidence that they'll get home safe, confidence that actually somebody cares, confidence that they won't have to come back because somebody around the way cut a little corner here and there, right? So people remember how you made them feel long after what they paid.
