Four steps for servicing UHP customers

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

* pricing.

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.