Wayne Williams

Tire retailing expert Wayne Williams was president of ExSell Marketing Inc. and longtime author of MTD’s popular “Counter Intelligence” column.


Guided Selling: Use GPS to Steer Your Customers Into Buying

Aug. 23, 2018
The late Wayne Williams was passionate about sharing his industry knowledge and selling skills with independent tire dealers to help them attain success. In his final Counter ...

Fake Value Is Overrated and Overpriced

March 30, 2018
Customers are pretty smart; actually, they always have been. I’m picking up lately on an idea that’s floating around: Running a business was easier in the good old...

Training Covers Strategy, Process and Execution

March 15, 2018
The competition is predictable. The needs of customers is understandable and predictable. But Wayne Williams says how your store or stores operate can't be predictable. That predictabil...

‘Go Online,’ They Said, ‘It’s Easier’: We’re Caught in the Transformational Global Vortex

Feb. 8, 2018
One out of 10 retail transactions takes place in a brick-and-mortar location. Wayne Williams says that means independent tire dealers need to redefine and refine their in-store...

Building Trust Through Engagement Skills

Dec. 16, 2016
You can buy advertising, but you can’t buy trust. I’m an outgoing person. I like to engage people in a wide variety of ways, mostly individually or in smaller groups...

Selling + Serving = Retailing: Create Confidence and Build Enthusiasm to Make Sales

Oct. 27, 2016
Full definition of retailing: The activities involved in the selling of goods to ultimate consumers for personal or household consumption.