2015 SEMA Show, Day 2: The Right Answers Build Trust and Tire Sales
Wheel and tire buyers have five key points of concern Modern Tire Dealer columnist Wayne Williams told participants in the “Aftermarket Wheels and Tires: Right Sale, Right Fit” education session during the 2015 Specialty Equipment Market Association (SEMA) Show.
The concerns customers have when making a plus-sizing decision are:
1. ride comfort
2. road grip
3. steering response
4. directional response
5. steering speed response
When dealers provide answers that are backed by knowledge, two things happen, according to Williams. Trust goes up and sales go up. “Even if customers trust you, you have to bring knowledge because they are going to check you with Google. Wheel and tire buyers need lots of information. People are beginning to realize that the Internet does not have all the answers.”
The “Right Sale, Right Fit” session was presented by SEMA’s Wheel and Tire Council (WTC) and the Tire Industry Association (TIA).
Williams discussed a new resource dealers can use to help their customers understand how plus sizing will affect vehicle dynamics: The WTC’s Ride Guide. The data in the Ride Guide was researched and provided by the Clemson University International Center for Automotive Research.
Williams is chair-elect of the WTC and president of ExSell Marketing Inc. in La Habra, Calif.
The other half of the “Right Sale, Right Fit” session was led by Sean MacKinnon, TIA director of automotive training development.