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Program groups: A tire dealer’s secret weapon

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Manny Geno considers the tools offered by his program group to be his dealership’s secret weapon. “It’s up to me, the dealer, to implement them. I’m not going to be able to use all of them, but it certainly has been a big plus for us.”

Geno is owner of Geno’s Tire Pros of Booneville, Miss. Business at his six-bay shop has doubled since he joined Tire Pros in 2008. “Tire Pros helped me get there quicker and easier than if I did it on my own,” he says.

Program groups give dealers more than just buying power and price competitiveness. They also offer multiple tire brands, warranties, branded credit cards, marketing and advertising support, exclusive rebates, loans and staff training.

Are you wondering what dealer-led groups are doing to help their members in 2015? What about their most popular services? What tire brands do they offer? So did Modern Tire Dealer Senior Editor Joy Kopcha, who asked dealer groups those questions and more.

For the results of her survey, see “For the dealer, by the dealer: Program groups offer a lifeline of support” beginning on page 20 of the digital edition of the April issue of MTD.

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