Fixed Ops Journal - February 2022 - F13
FIXED OPS JOURNAL
Point-of-purchase materials,
such as these mockups for
Ancira Auto Group in San
Antonio, help educate the
customer on the dealership's
services.
they buy the tires. Same thing with brakes and
other wear items.
" Th ey can watch these go from green to yellow,
and they can plan accordingly. "
Th e inspection leads to the next most important
aspect of selling more tires: training.
Service advisers must be able to read the information
on the sidewall of a tire and explain to
customers the nuances of such things as aspect
ratios, speed ratings and load indexes
with the same expertise and confi dence as
their competitors at independent stores.
" Tire manufacturers push heavily to make
their independent dealers well trained and
knowledgeable about the products they sell, "
says Don Detore, editor of Tire Business, a sibling
publication of Automotive News.
Advisers also need to ask the customer
questions about their budget, driving style
and how long they plan to keep the car. General
Motors, Ford Motor Co. and several other
automakers, along with many large tire manufacturers,
off er tire sales training.
Dealer Tire not only off ers extensive training
classes for service advisers, but Hebron says
the company's fi eld representatives visit dealerships
to help train service personnel and refi
ne sales processes.
" We know there is no correlation between
selling more tires and selling less expensive
tires, " says Hebron.
" It is about understanding the consumer, offering
them options and making them feel
comfortable with their decision. "
Success, the company says, is when a service
adviser can sell a set of tires as easily as an
oil change.
" Th at means they are educated and comfortable
around the off ering to the consumer, "
Hebron says. " A set of tires is probably the
most expensive thing the consumer will
spend money on. "
FEBRUARY 2022 PAGE 13
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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