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.
