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.”


Counter intelligence: Just when you thought it was safe...

This past week I got schooled by a grandmother. I’ve been either employed or involved in the tire game for over 30 years, and as a result, I get approached repeatedly for advice regarding tires. A friend of mine owns a local furniture upholstery business, and he sent me a text last week inquiring about a set of tires for his mother’s car.


Making customer service part of your brand

It would be a gross exaggeration to say I’m an avid reader of anything outside the sports pages on the Web. For me to pick up a book and read it from cover to cover says a lot about the book, not to mention my interest on the subject.

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