Thanks to our Partner, NAPA Auto Care Darren Mclea shares his passion for tires and offers valuable insights on how tire sales can significantly boost a shop's profitability and customer loyalty. He discusses strategies for shop owners to incorporate tire sales, the support available from tire distributors, and the benefits of creating a one-stop-shop experience for customers. Darren McLea, DMJ Solutions, LLC. darren@djmsolutions.net Show Notes
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- The importance of selling tires (00:04:15) Darren emphasizes the significance of selling tires and the impact on customer loyalty and profitability.
- Selling tires vs. oil changes (00:06:32) Darren compares the profitability of selling tires versus oil changes and highlights the potential for increased profits.
- Tire distributors and support (00:10:18) Darren discusses the support provided by tire distributors.
- The inspection process (00:12:29) Importance of including tire inspection in the service process, mindset, and training.
- Customer's tire shopping experience (00:13:34) Comparison of tire shopping to buying a washing machine, customer's lack of knowledge, and the need for guidance.
- Understanding customer needs (00:15:49) Customer inquiries about tire warranty, driving style, and price comparison.
- Customer's perception and experience (00:21:12) The impact of new tires on customer experience and the potential for future sales.
- Additional services and offerings (00:23:41) Opportunities to recommend alignments and road hazard protection along with tire sales.
- Tire Price and Profitability (00:24:41) Discussion on setting the price of tires and the potential profitability for shop owners.
- Tire Sales Strategy (00:25:42) Exploration of the number of tires that need to be sold to maintain profitability and minimize road hazard exposure.
- Tire Sales Goals (00:26:30) Setting targets for tire sales and road hazard coverage for a successful shop.
- Training and Implementation (00:28:32) The process of implementing tire sales into the business.
- Service Advisor's Role (00:30:14) The importance of service advisors in understanding and selling tires to grow the business.
- Getting into the Tire Business (00:31:56) Initial steps and considerations for shop owners interested in entering the tire business.
- Partnerships and Rebates (00:39:13) Exploring distribution partnerships, rebates, and the potential for profitability in the tire business.
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