Wayne Williams

Wayne Williams

Wayne Williams is president of ExSell Marketing Inc., a “counter intelligence” firm based in La Habra, Calif. He writes the monthly Counter Intelligence column for Modern Tire Dealer.

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Mastering the fine art of pricing

Price, price, price, price, price, price, price... everybody is talking about tire prices. Independent tire dealers have a lot to say about this subject, and rightly so. Tire dealers are talking about all phases of tire pricing, what they pay for tires and what they charge (or can charge) for tires.

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Counter intelligence: ‘Retailing is Hard.’ — Steve Jobs

I read an article in the Los Angeles Times a number of years ago picturing Steve Jobs announcing to the world that Apple was opening retail stores. Behind him hung a banner reading “Retailing is Hard.” During that period of time, I was involved in retailing on a daily basis, and I thought to myself, “Steve, you have no idea.”

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It pays to be likable and knowledgeable

It’s (finally) a done deal, my wife and I own a new Samsung stainless steel three-door refrigerator. We’ve been talking about it for two years, and after looking at the Thanksgiving newspaper inserts in the Los Angeles Times several weeks ago, we noticed that units previously selling for over $3,000 were now on sale for less than $2,000.

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Avoiding certain sales attitudes

One of my biggest sales challenges is overcoming my impatience. I have a naturally busy mind, and doing two things at once generates enthusiasm and energy for me. As a result, I easily fall into the trap of poor listening and over-anticipating people’s needs or questions, and also filling in the blanks for people.

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Applying old adages to business today

Old adages are full of truth and wisdom, though meanings have changed as times have changed. It may be fun to stop and consider some quotes and how they apply to our lives and business today.

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Be careful, Google is smarter than you think

Well, the digital world keeps on changing, and it’s changing at digital speed. As the digital world accelerates, it will continue to impact the retail, aftermarket sales counter like never before. We are in for some very dramatic changes!

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‘Counter culture’

Have you noticed that companies with excellent reputations serve up excellent customer experiences at the point of sale? As an example, when waiting in line to purchase a cup of coffee from Starbucks, you are likely to hear a barista say, “What can we get started for you?”

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It’s never just about price

The biggest thing about price is that price is not the biggest thing. Oh, don’t get me wrong, price is important, but it’s not the most important factor when customers are making their final decisions.

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