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Wayne Williams

Guided Selling: Use GPS to Steer Your Customers Into Buying

The late Wayne Williams was passionate about sharing his industry knowledge and selling skills with independent tire dealers to help them attain success. In his final Counter Intelligence column, he stepped Modern Tire Dealer readers through the GPS method of selling to today’s tire buyer.

Fake Value Is Overrated and Overpriced

Customers are pretty smart; actually, they always have been. I’m picking up lately on an idea that’s floating around: Running a business was easier in the good old days, and advertising, in particular, is harder now (which it is) than it used to be.

Why Enthusiasts Matter to Your Business

I’m passionate about the vehicles I drive and so are millions of other vehicle owners. I’m not just passionate about my cars on the weekends, I’m passionate every day. I get a certain feeling when I walk toward my Camaro SS or Trailblazer SS. I’ve styled and tuned them to fit my likes and my driving style.

Training Covers Strategy, Process and Execution

The competition is predictable. The needs of customers is understandable and predictable. But Wayne Williams says how your store or stores operate can't be predictable. That predictability must be re-strategized.