Advantages of Tire Discounters and Auto Repair Service Centers

No Appointment Necessary

One of the major advantages of today’s tire discounters and auto repair service centers over your dealership’s service department is that no appointments are necessary.┬áIn reality, routine maintenance at your dealer’s service department is usually scheduled at their convenience, not yours. And, while you might be able to quickly schedule an appointment by phone or even over the Internet, you might also drive miles more to have the work done. For example, in doing a little research for this article, I found the tire discounter I prefer has fifteen different stores conveniently located within ten miles of my home. The dealership where I purchased my SUV is also within that ten mile area. However, the dealership where we purchased my wife’s German import is located over 20 miles away.

Service While You Wait

Service while you wait is another important advantage. While most tire discounters, auto repair service centers and dealership service departments now complete a multi-point inspection of your vehicle before it leaves the shop, having needed but necessary unexpected repairs done at the dealership may take much longer. That’s because the service bay or equipment needed to make the repair may already be booked well in advanced. At many dealerships, it’s not unusual to see a number of vehicles sitting outside overnight, waiting for necessary repairs. At most tire discounters and auto repair service centers your vehicle doesn’t leave the shop before a service advisor reviews the multi-point inspection with you and gives you an estimate of how quickly any necessary service or repairs can be completed. In addition, service technicians also use state-of-the-art technologies and equipment to make certain your vehicle is serviced correctly.

Selection

By definition, the focus of your dealership’s service department is service, not tires. So, it’s probably not the best place to go when you need quality replacement tires at a competitive price. Most tire discounters offer an amazing selection of name brand tires at surprisingly competitive prices. Some also offer websites that allow you to select a tire by brand, size or price, view a photo of the tire and tread pattern, and also describe the full range of automotive services offered at that location. During a recent cyber-shop of one store’s site, I was offered a choice of ten different tires from eight different manufacturers, at prices ranging from $80 to $202 per tire. In addition, if the tires you need are not in stock, they can easily be obtained in less than an hour from another nearby store or a conveniently located distribution center.

Money-Saving Tire Coupons

Some auto dealerships offer online coupons for routine maintenance such as oil and lube. However, I found a variety of money-saving coupons posted on virtually every tire discounter and auto service center web sites I visited. They included coupons for tires, routine maintenance, wheel alignment, shocks and struts, brake service and a battery checkup. Coupons can significantly reduce your annual operating cost, especially if you own multiple vehicles or if you’ve neglected routine maintenance because of the higher cost of having it done at a dealership or neighborhood service station.

Professionalism

Most tire discounters and auto service centers are also staffed by knowledgeable, highly-trained service advisors and ASE certified technicians. Their professionalism, in my opinion, rivals the high level you’ll find at most dealership service departments. Many service advisors participate in training seminars and workshops, so their fully prepared to help you select the best tire for your specific vehicle. Many service technicians also participate in training workshops and annual certification training in areas such as wheel alignment, battery and brake service, steering and suspension systems, air conditioning systems and other vehicle systems.

So, your dealership may be the best place to go for great deal on a new car, truck or crossover automobile. Your local neighborhood service station may be a convenient place to stop for a late night snack. However, if you’re in the market for quality replacement tires at a competitive price and no appointment necessary service while you wait, your local tire discounter or auto service center is the place to go.

Customize Your Car With Rim and Tire Packages

One of the most popular additions in recent years to an individual’s car is customizing the appearance of the tire wheels and rims, so that a stainless steel fixture or decoration gives the illusion of racing quality tires or allows one to project their style. Rim and tire packages are available at nearly any car sales outlet, parts store, or mechanic, and many are relatively inexpensive; others are incredibly ornate and may cost upwards of thousands of dollars. Deciding which is best for our car is simply a matter of your aesthetic desire and your budget capabilities.

WheelFire Custom Wheels and Rims stock some of the most popular designs and allow for certain deals on designs and arrays. WheelFire’s stocks are targeted towards higher echelon cars — more specifically, racing models — so many of their designs are not compatible with simple, everyday street vehicles. Racing tires are designed to give the bare minimum of friction as a car is in full gear, so unlike road grip tires that are so familiar on family models, these designs require far more precise steering.

Similarly, the rims on WheelFire are meant to provide aerodynamic support during high speeds — one hundred miles an hour or more, as any lower speeds will not have much of an effect — and thus are more practical for some. Racing cars require much more maintenance than standard street models, so frequent tire changes may be necessary; bulk orders are available for reduced fees.

If you are interested in lovely designs rather than racing utility, check out the lineup of sites like WheelMax.com. Modeled for luxury and street cars rather than rare high performance models, WheelMax’s selection boasts a reduction in gas usage due to the high efficiency of their nitrogen inflated tires, servicing any number of domestic or foreign designed car.

Rim designs are manufactured with aesthetic quality in mind, so that the stainless steel chrome rims provide a cutting edge visual on the side of major brands such as a Honda Civic, Nissan Alitma, Ford Expedition, or Mitsubishi Gallant. WheelMax even has “smart wheels”, meant for efficiency model cars such as the lightweight Cooper Mini or the gas sipping Toyota Prius hybrid. Hybrid wheel models are among the most difficult to find due to the recent popularity of the car, and many customers find that ordering from online warehouses is less of a headache than putting in order forms at dealers. WheelMax allows for order tracking, inventory updates, and even boasts an online forum to talk with other “gear head” car enthusiasts about their designs and specifications.

Strategies to Help Auto Dealers Increase Service Traffic

Remember when you could depend on warranty work to make your service department profitable? Or, when you could depend on customers coming in for service every three months or 3,000 miles for oil changes? There was a time when you didn’t have to get aggressive or sell tires or worry about the competition or be open on Saturdays, but click your heels Dorothy, you aren’t in Kansas anymore. The times have changed and you have to change with them or you will be left in the dust.

You know what I’m talking about. Warranty income is declining because cars are built better. Customer-pay repair work is falling. When was the last time you replaced a rusted out muffler or sold a set of shocks or struts? Now factor in that maintenance intervals are constantly being stretched, with 100,000-mile tune-ups and 50,000-mile coolant service recommendations from the factory. Synthetic oils and oil life monitors are pushing up oil change intervals as far as 10,000 miles or more. I have said this before – if the factory had their way they would weld the hood shut! The result of all this maintenance-free driving adds up to less service visits and less service income.

If that weren’t bad enough, the competition has never been stronger! They’re out in full force fighting for your customers. They’re aggressive, competitive, convenient and convincing, and they are in prime locations with a mission to steal all of your customers. Count how many places you could go to have your car serviced on your way home tonight.

If you want to succeed in this business you have to beat the competition at their own game. You have to sell tires. You have to have low prices on oil changes and you have to be open and convenient. You have to give customers a reason to do business with you, and they will.

If you sell tires, and I hope you do, then you need to really get into the tire business. You need to look, smell, and feel like a tire store so when customers come in they will know you sell tires. Advertise it everywhere; the phone book under “Tires” is a good place to start. Put tires on all of your direct mail and tag your vehicle sales ads. We know that 75 percent of customers will buy all of their service work where they buy their tires, and we know that one out of seven customers that enter your service lane need tires. Plus, four out of five consumers will buy from the first person that tells them they need tires.

Offer a 20 percent low-price guarantee on tires. Tell customers to buy now with confidence and if they find the same tires for less within 60 days you’ll pay them the difference, plus 20 percent. How much can it be? And when was the last time you went shopping for something after you already bought it? It doesn’t happen, and if it does, give them the difference, plus 20 percent in the form of a credit for service. Do the math on how little that really costs you!

Next, when it comes to service traffic, the center point is your oil change price. It is the driving force that will make the difference between a traffic jam or tumbleweeds on your lane. Don’t be afraid to get low and very aggressive on your oil change price. Something in the neighborhood of $17.95 will do the trick. Before you freak out, answer this question: how much do you make when the customers go somewhere else for service? You will undoubtedly have some customers that just come in for the low-priced, no-gross oil change. That’s life. But you will also see repair orders that start out as oil changes turn into $1,000 tickets. Customers think you charge too much. Get low on the oil change and the services that customers have a perceived value on, and raise prices on repairs. It works, I’ve done it. Customers think that since your oil change and rotate and air filter are a great deal that everything must be a great deal.

Finally, let’s talk about convenience. Are you open for business and convenient for your customers or just convenient for you? You have to be open early and close late if you want to attract customers to your store. I personally like a store to be open from 7 a.m. to 7 p.m., Monday – Saturday. It’s easy for customers to remember, it’s your niche, just like Wal-Mart being open 24 hours. Some dealerships are even starting to open Sundays from 1 p.m. to 5 p.m., and I say if the market dictates it, go for it.

Now, for all of you negative people who say you can’t do enough business on Saturdays, I say this: go to a tire store or some other independent “convenient” shop and they will tell you that Saturday is their best day of the week. It’s convenient for their customers, so they’re open. One reason dealership service departments say they’re slow on Saturdays is because all week customers are told to not come in on Saturday. Advisors use terms like half day, skeleton crew, parts problems, not enough time, etc. How many customers do you think would want to come to your store on Saturday and hang out with the skeletons anyway?

You have to be open all day Saturday. For those of you that want to cry about working too much, use shifts. The independents figured out how to do it, why can’t you? Don’t try to shortcut it to noon or 1 p.m. either. If you aren’t open Saturdays all day you might as well close. Half-day Saturdays went out with the hula hoop and the 8 track. Service advisors and techs that work half-day Saturdays begin the morning telling customers that they can’t get the job done because they close early. Way to go. The customer finally wants to give you a chance and you make him realize that he’s made a mistake. We have to make it easy for customers to say yes and hard for them to say no to doing business with us if you want to succeed in the competitive world of auto service.

The bottom line: Now more than ever, you need every single service customer you can get. You have to get aggressive with your offers and your prices. You have to be open. You have to sell tires. And don’t stop there. Train your service advisors on how to be service salespeople who know how to answer the phone, how to invite customers in and how to maximize opportunities by closing more deals on the drive. Become a Service Sales Manager – it’s the most fun you’ll ever have and the payback is awesome!