At the recent New England Tire & Service Association Trade Show in Mashantucket, Conn., Modern Tire Dealer’s first Tire Dealer of the Year, Barry Steinberg, led a discussion on “Competing Against Internet-Based Tire Sales.” Here are his principal takeaways.
1. Online pricing is a must.
2. Be aware of online pricing from competitors.
3.You must be involved in social media.
4. Create an internal system to match online pricing plus services.
“Even your best clients shop online for info and price,” said Steinberg, owner of Direct Tire & Auto Service, a six-store chain based in Watertown, Mass. “They want to buy local, so give them a reason to.”