The Key to Selling High-Value Tires

"Education is the key to selling high-value tires," Prize Udo, product training manager, Pirelli Tire North America Inc., told attendees of K&M Tire Inc.'s annual meeting.

Independent tire dealers are in a prime position to educate consumers, he said during the  event, which kicked off on Jan. 21 in Overland, Kan.

For most consumers, "tires are a low-engagement buy. Nobody looks at their tires until something is wrong with them. For most of your customers, a tire is a tire. Do your customers know the difference between an all-weather tire and an all-season tire? Can you explain it to them? Without education, it becomes impossible to sell anything of high value.

"You have to persuade," he told attendees. "You have to communicate."

For many consumers, tires are "a grudge purchase. Use that moment to connect with them."

During his presentation, Udo listed the characteristics of high-value tires, as articulated by Pirelli. They include a high level of performance; the overall value of the product, "irrespective of price;" the delivery of consistent benefits; and "connected brand perception. The moment you make price an issue, (you) are no longer valuing an item.

"When your customers walk in, do they always know what they want? No. And they don't necessarily know what they need. Most consumers don't understand the difference between an original equipment tire and a replacement tire, so they group it all together.

"When our customers become more knowledgeable, it becomes easier for all of us to sell high-value products."

K&M Tire's meeting runs through Jan. 22.