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Williams says: Press the buy button!

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Williams says: Press the buy button!

Online tire sales have you concerned? Keep in mind recent surveys show 85% of shoppers like to visit a brick-and-mortar store because they want to touch and feel products before a purchase. Consumers use online for research, and in-store to buy, says Wayne Williams, Modern Tire Dealer's Counter Intelligence columnist, in the November issue.

Williams, president of ExSell Marketing Inc., a "counter intelligence" firm based in La Habra, Calif., says, "All things being equal, consumers prefer the retail store."

People are "coming to your store to see and feel a product and to engage with someone with some expertise," he says. "They next step in the process for the customer is to buy. The buy button is on the counter and you are the operator; press hard and often."

See his column by clicking here. And read about Williams' education session "Aftermarket wheels and tires: Right sale, right fit" presented during the 2015 Specialty Equipment Market Association Show in Las Vegas by clicking here.

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