A lack of trust can prevent customers from purchasing at your store. Asking questions will show customers you are helping them make the right choices.

How to motivate your customers

I have spoken with thousands of today’s consumers and mystery shopped hundreds of tire dealers, restaurants, hotels and other service businesses. I have come to realize there are many things that motivate why people buy and why they do not buy from retail tire businesses.


Extending customer ‘life cycles’

Retaining existing customers adds greater long-term profitability, but many tire and auto service firms pay too little attention to extending customer life cycles. Firms invest plenty of marketing dollars to gain new customers, yet ignore many of the little things that turn customers off once they come through the door.


Word-of-mouth says it all

The phrase, “Any publicity is good publicity” may work in the entertainment field, but it doesn’t work in the retail tire industry. Recalls and scandals are always bad. So is poor customer service.


What would a hidden camera find in your shop?

Modern Tire Dealer Editor Bob Ulrich’s blog on a recent hidden-camera report on deceptive sales practices at a tire dealership generated many comments, including one reader who says: “A lot of auto repair facilities could be caught using similar practices.”

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