TireSouth Helps Customers Achieve Their Vision

TireSouth Inc., an eight-store tire dealership in the Atlanta, Ga., area, didn’t set out to become a high performance (HP)/ultra-high performance (UHP) tire expert, says Michael Spencer, who owns the company along with his wife, Jessica Spencer.

But that’s what TireSouth has become.

"Our first location was built around what I would call the core of the retail tire business — replacement tires, undercar service, brakes, suspensions, alignments — all that stuff,” says Michael. "That was the foundation of what we started. I think what changed that trajectory had to do more with geography.”

TireSouth’s first store was located across the street from a big aftermarket retailer “that sold a wide range of performance products, including wheels, tires, suspension components, accessories — pretty much everything under the sun.”

But selling and servicing turned out to two different things, according to Michael. “What we began to notice is that although they had a huge inventory and were certainly exceptional at (selling) parts, there was a big knowledge gap that existed when it came to real-world fitments."

The retailer’s customers began to cross the street, looking for answers at TireSouth. “And we made it a point to find an answer,” says Michael. “A lot of times, that was just digging and starting from scratch.”

Over time, the retailer even began directing HP/UHP customers to TireSouth. “That kind of accelerated our learning curve. We became immersed in ... practical performance solutions. Today, all of our locations are equipped to handle performance tires, custom wheels, suspension upgrades — all of it.”

Conversation helpers

HP/UHP tire customers are “driven by excitement,” says Michael. “When you talk about our core tire business, most of what we sell is needs-based. People buy tires because (their old tires) are worn-out. The performance customer is the exact opposite. They want something. They don’t just need something. They're excited about the personalization of their vehicles.”

Most of TireSouth’s HP/UHP tire customers are pursuing a certain look, he explains. "I'd say 90% are driven by appearance. They have an idea of what they’re trying to achieve."

TireSouth’s sales team helps customers pinpoint exactly what they want. Having large, prominently positioned displays of custom wheels and HP/UHP tires helps, says Michael. "All of our showrooms have wheels and UHP tires on display and that’s really valuable in helping customers kind of visualize what’s possible. It helps them articulate what they like.”

At the same time, TireSouth doesn’t want to “pigeon-hole the customer into something we have in stock versus something that’s the best application for them. We have a lot of stuff in the showroom that they can touch and feel and roll out beside the vehicle. I think that’s really important in the sales process. Looking at these products in-person is a lot more fun than looking at a catalog or a picture on a screen.”

Displays ultimately help facilitate conversations with customers, he says.

A certain segment of TireSouth’s HP/UHP tire and wheel clientele research their options more thoroughly than more casual customers. Michael calls these customers “researchers — guys who have put everything together. Those folks are typically more tuned-in. They come in with their vehicle already spec’d-out. ‘I want this wheel. I want this tire.’ But we have wheels and tires in the showroom to prompt questions."

High expectations

Shop equipment and training requirements are different in the HP/UHP arena, “especially when you talk about the off-road tire segment,” according to Michael. “These are big, heavy assemblies. They’re a lot to handle, so there’s certainly a training element involved when it comes to installation and balancing.

"It’s the same thing when it comes to the sales process. There’s a lot of specialized training that has to be considered. Some of these wheels are incredibly expensive.”

The same goes for many HP/UHP tires, “which can cost hundreds of dollars. You cut a bead on a tire like that and it’s kind of a big deal.”

TireSouth’s HP/UHP tire customers “are spending a lot of money, so they expect to be taken care of. If the customer is investing that kind of money in their vehicles, it comes with high expectations. We have to make sure we understand what their expectations are and make sure we can meet them. It comes down to understanding your customer and understanding what your customer wants to do.

"The most successful outcome for us is a happy customer who’s delighted with the product. That means we’ve succeeded in implementing their vision.”