TireNews November 2017
The November issue of TireNews is now available online. You can flip through it here, but first, a few words from the Editor in chief of TireNews, Jack Kazmierski.
Own the Fleet Market
If you take a close look at recent new vehicle sales numbers, it’s clear that a growing number of consumers prefer trucks to cars. The humble sedan has had its day, and is making room for SUVs, CUVs, and pick-ups—the new favourite amongst consumers and businesses alike.
Factor in all the businesses that need vans, pick-ups and other trucks in order to get the job done, and it’s clear that there’s a growing demand for LT tires in the market overall.
If you’re serious about doing business in this segment of the tire market, we hope the information we’ve put together in this issue of TireNews will help you succeed. Our team of writers and editors has put together a comprehensive picture of the LT market, along with tips and insight into best practices and emerging trends.
The business mind
Many of your LT customers will be business—people who might own any number of trucks and vans—from the lone plumber or carpenter with a truck or two, to the fleet owner who keeps a few dozen vehicles on the go.
These aren’t your average customers. Time is money for them, and when they shop for replacement tires, they’re looking for a tire dealer who can offer the right product, at the right price, and who can limit downtime. They need to get their vehicles in and out of your shop as quickly as possible, and they can’t be treated like the average consumer who might be willing to pass more time in your waiting room.
The fleet market
The good news is that you can own the fleet market in your area, if you understand this type of customer and are willing, and able, to respect the value of their time.
This might mean you’ll have to stock some of the more popular LT sizes for your particular clientele so that they don’t have to wait for a delivery from your supplier or have to come back another day to get a set installed. It might mean staying open after regular business hours, or opening your bays earlier than usual, so that your fleet customers can get in, get out, and get to their jobsite or to their first delivery, on time.
I once spoke with a very successful fleet salesperson. She was able to attract customers from far and wide. When I asked her about her “secret to success,” she said, “It’s simple. Show them the respect they deserve as business people, and don’t waste their time.” Good advice for those who want to thrive in this segment of the market.