SEMA Show: Prioritize Safety When Selling Wheels, Says Eordekian
At the 2025 SEMA Show in Las Vegas, Nev., the Tire Industry Association (TIA) presented an education session on the importance of safety and best practices in the handling, inspecting and selling of wheels.
TIA Director of Tire Service Shawn Pease, TIA Tire Service Manager Jose Moreno and TIA Automotive Tire Service Training Manager Ryan Graves provided advice for tire dealers.
The TIA trio were joined on stage by Billy Eordekian, president of 1-800EveryRim OEM Wheels, which specializes in used and reconditioned OEM wheels.
Eordekian explained that ordering and selling OEM wheels is more complex than ordering custom wheels and he stressed repeatedly throughout his presentation that dealers should take a picture of the wheel in question to ensure a proper replacement is ordered.
To that end, Eordekian noted that his company has a platform through which customers can text pictures of their wheels to confirm compatibility. The system now accounts for more sales than the company’s website or phone calls, he said.
Eordekian also advised attendees to inspect vehicles immediately when taking them in for tire service. Spotting bent - and potentially cracked - wheels and showing them to the customer early in the process can prevent unpleasant surprises for the customer later on, he said.
For example, if a customer agrees up front to spend hundreds on new tires, but finds out later that an expensive wheel replacement is also necessary, their trust in the dealership can be eroded.
“Show them first, because you don't want them to be in for $500 for two tires and then you tell them you need a $700 wheel,” he said. “They don't like that.”
Eordekian also offered the following recommendations:
Dealers should never turn down a customer because they “don’t sell wheels.” It can be costly to send customers away, as dealers can miss out on potential revenue not only from the wheel itself, but also potential alignment services, front-end parts and more.
Show that your dealership backs up the products it sells and stands behind its work. Sell yourself and your service first, Eordekian said.
Don’t rotate a bent wheel to the rear right position on a vehicle. Doing so can cause vibration issues, for which the dealer is now responsible.
When it comes to selling wheels, Eordekian said tire dealers should prioritize safety, communicate openly with customers and seize opportunities to provide full, professional service.