03 Feb 10 Ways To Sell More Tires Than Ever
So you’re in the automotive industry. Maybe you own a car dealership or you’re a sales manager in a tire shop. Wherever you work, one of the biggest products you’re trying to get off your shelves is tires. Customers buy tires for all kinds of reasons, but what if there was a short, hard-hitting list of ways you could sell more tires than ever?
Lucky for you, the list is right here. We’ve gathered some of the top sales tips for automotive professionals like you, so if you’re looking for some fresh ideas to pass along to your sales team, read on for 10 creative ways to increase tire sales at your location
1. Sell the visit
Most stores think the way to make more revenue is to sell more product. In reality the secret is to get more people to come through your door in the first place. High traffic equals high sales, so do what you must to get people into your store. Instruct your sales associates to encourage customers over the phone to come in person with their questions. Offer a simple free service like checking tire pressure. Your salespeople already know how to sell tires, so do the legwork to sell the visit and give your team as many people to sell to as possible.
2. Make sure customers can see your tires
This point seems glaringly obvious, but anyone who walks in or even past your store should see your tires. Load up a truck with tires outside your service entrance. Display them in your waiting area. Paint your front window with a giant “We Sell Tires” emblem. Customers need to be seeing and smelling tires at your location so they’ll know instantly that you’re the destination for that product. It sounds like simple advice, but it’s effective.
3. Regularly advertise sales and discounted sets
According to Consumer’s Report, customers are much more likely to buy tires in sets of two and four. Make the extra push to discount sets of four tires and rigorously market your special prices. Traditional methods like newspaper ads, ads in your front window, and billboards are effective, but partnering with other car retail establishments to promote each other’s product is just as important. Get your name out there, and don’t be afraid to offer product price-matching. If it gets customers to buy with you over your competition, why not?
4. Promote a broad selection and customized experience
Many salespeople get on the phone with a customer and spit out a price to get off the phone as quickly as possible. Train your sales team not to do this. Price and availability are the top two reasons why customers choose to buy tires, so make sure your associates communicate to the customers that you have a broad selection and can sell them tires that fit their budget. They’ll be much more likely to drop in and see what options you have.
5. Get your business online
Customers almost always Google their tires online before stepping into a store to buy. So take your business into the digital realm. Invest in a sleek, well-optimized website and promote your store over social media. Offer a free carwash if customers like your page on Facebook. Advertise heavily online and get your loyal customers to leave reviews for you. There are so many resources available to you, and even if you don’t have the money to create a professional website yet, you can still get your business on online review sites.
6. Perform state-required safety inspections in your store
This one is a huge draw for customers who might not otherwise set foot in your store. Aside from offering something time-sensitive that all customers need, safety inspections also attract customers that might need new tires. If they fail their inspection due to tire wear, your team will be right there to offer new tires and a quick sale immediately. Many customers put off buying new tires until they absolutely need them to pass a state inspection, so take advantage of this easy sale.
7. Empower your salespeople
Your sales team knows how to sell, but there are all kinds of ways you can help them out as their manager. One of the biggest is starting an incentive program in your store to give your team an extra carrot to dangle for customers. Are you offering free tire rotations for life? Do they get discounted alignments if they buy a full set of tires? Give your team something compelling to offer that will set you apart from the competition. Arming your team with educational materials can also help them teach customer that good tires are a safety precaution and not an expense they can put off. You can also offer rewards to your top sellers to keep your team excited and setting goals to sell more.
8. Make your business eventful and newsworthy
Again, this is getting back to selling the visit to your store and not just your product. Customers can find tires in any number of stores, but you want yours to be the most memorable and exciting. Host customer-attracting events periodically, even if it’s just a “Spring is Here” event with glazed donuts. Anything to make your store seem like a hopping, exciting destination. And when you plan an event, spread the word with newspaper ads and social media blasts. Participating in community events like charitable donations, service opportunities, and contests is another great way to get your name out there and build a unique brand for your business.
9. Follow up with your customers
You have a wealth of sales opportunities right at your fingertips. Train your salespeople to collect your customers’ contact information, even if they don’t end up buying with you. Encourage customers to get on your email or call list so they’ll know about future discounts and events, then set up a system for reps to follow up on these leads. Contacting customers who did buy from you but haven’t come back in a while is also important since many businesses ignore customer retention opportunities that could lead to an upsell.
10. Offer financing options to customers
You know better than most that good tires are something no car owner can live without. But what about the people who can’t afford them? You can still sell to customers who are down on their luck by starting your very own no-credit financing program. Basically you partner with another company that can guarantee your sales and take care of any lease-to-own or payment plan solutions for your customers. You’ll instantly expand your potential customer base, and setting up a program like this won’t cost you a dime. It’s a great way to expand your revenue and also help out more customer than ever before.