A recent survey found that 85% of automotive aftermarket shopping starts online. Modern Tire Dealer columnist Wayne Williams says it feels more like 100% to frontline staff and shop owners. How, then, do you service customers who are hours ahead on their UHP research?
To find out, Williams surveyed the staff of a leading UHP retailer in Southern California. To better understand the typical UHP tire and wheel buyers, he asked about:
* tire brands;
* looks and style;
* consumer past experience;
* brand reputation;
* the blog community;
* UTQG ratings;
* sales presentations;
* manufacturer rebates;
* the importance of the Internet; and
From the answers, Williams developed a four-step process for servicing UHP customers. To see what they are, read Bring your ‘AA’ game: UHP buyers walk in more than ready for you online or in the print edition MTD’s Performance Handbook 2014.
Bob Ulrich was named Modern Tire Dealer editor in August 2000. He joined the magazine in 1985 as assistant editor, and has been responsible for gathering statistical information for MTD's "Facts Issue" since 1993.