Fixed Ops Journal - February 2022 - F10

FIXED OPS JOURNAL
This prominent display at
Duval Ford in Jacksonville,
Fla., quickly lets customers
know they don't have to go
elsewhere to buy tires.
HOW THEY ROLL
A
Why tire sales are the starting point to keep customers coming back
RICHARD TRUETT
rtruett@crain.com
sk fi xed ops executives why they're
investing in expensive high-tech
equipment,
expanding
their
marketing eff orts and ramping
up adviser training to sell more
tires - a low-margin item - and they'll tell
you it is not just about the amount of money
they make on each set of radials that rolls out
of the service lane.
" It is defi nitely a retention tool, " says Mike Zalowski,
regional fi xed ops director at MileOne
Autogroup, a 77-dealership East Coast group.
" We don't want our customers going someplace
else for tires. If they bring the car to us for
maintenance, when they buy their next car we
want to make sure they come back to us. "
At Mel Hambelton Ford in Wichita, Kan., tire
sales are booming, going from nearly zero in
PAGE 10 FEBRUARY 2022
A mockup at Thunder Chrysler-Dodge-Jeep-Ram in Bartow, Fla., puts tires front and center.
2008 to around 600 per month today. Hambelton
sells tires through two channels: its
service department and a Quick Lane store
three blocks away.
Although most of the MileOne stores and
Hambelton are more than 1,200 miles apart,
they have a similar approach to selling tires.
Every vehicle that comes in for service gets inspected
every time. Service advisers bring the
same level of expertise to tire sales as their
counterparts at Goodyear, Firestone, Discount
Tire and other independent shops.
With prominent point-of-sale displays, these
stores let customers know they are in the tire

Fixed Ops Journal - February 2022

Table of Contents for the Digital Edition of Fixed Ops Journal - February 2022

Fixed Ops Journal - February 2022 - Intro
Fixed Ops Journal - February 2022 - F1
Fixed Ops Journal - February 2022 - F2
Fixed Ops Journal - February 2022 - F3
Fixed Ops Journal - February 2022 - F4
Fixed Ops Journal - February 2022 - F5
Fixed Ops Journal - February 2022 - F6
Fixed Ops Journal - February 2022 - F7
Fixed Ops Journal - February 2022 - F8
Fixed Ops Journal - February 2022 - F9
Fixed Ops Journal - February 2022 - F10
Fixed Ops Journal - February 2022 - F11
Fixed Ops Journal - February 2022 - F12
Fixed Ops Journal - February 2022 - F13
Fixed Ops Journal - February 2022 - F14
Fixed Ops Journal - February 2022 - F15
Fixed Ops Journal - February 2022 - F16
Fixed Ops Journal - February 2022 - F17
Fixed Ops Journal - February 2022 - F18
Fixed Ops Journal - February 2022 - F19
Fixed Ops Journal - February 2022 - F20
Fixed Ops Journal - February 2022 - F21
Fixed Ops Journal - February 2022 - F22
Fixed Ops Journal - February 2022 - F23
Fixed Ops Journal - February 2022 - F24
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