TireNews May 2018
The May 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.
Save Them Time
Don’t compete on price. Compete on time saved and you’ll reap the rewards.
In today’s super competitive market, what does it take to set your tire shop apart from the competition? You could compete on price alone, but doing so is a race to the bottom. Sooner or later your prices get so low that your business can no longer survive. That’s why so many retailers are looking beyond price to see how they can better the competition, and attract new customers.
The bigger picture
When you look at the overall equation, factoring in all the reasons a customer will choose to do business with you vs. the competition, the final price is simply a part of the overall picture. While it’s true that some of your customers will buy from you only if you offer the best price, these are not the customers you want to attract, because once one of your competitors undercuts your offer, you’ll lose that customer.
Instead, you want to attract customers who want to buy from you for reasons that your competitors can’t undercut—like the quality of your service, the friendliness of your staff, your honesty, and the way you save them time… the most precious commodity of them all.
The courtesy car
So let me tell you about my own experience. While there are many tire retailers in my area, I’ve decided to do business with one particular shop. Not only have I found them to be honest and friendly, but they consistently save me precious time by offering a courtesy car every time I drop off my car.
It’s not fancy or new, but it’s clean and it’s free. I drop off my car in the morning, they get to it when they’re ready, and in the meantime I don’t have to sit around wasting time. Nor do I have to rent a vehicle, wasting money.
They have a small fleet of loaner cars, and customers love the idea that they can drop off their vehicles and then go on with their day.
There’s no sitting around wondering when your car will be next. In fact, I don’t think I’ve ever seen a person in their waiting room, despite the fact that their lot is always full of vehicles that were dropped off that day for some kind of service.
No doubt, it costs them something to keep a fleet of older vehicles in good operating condition for customers, but it’s clearly paying them back in dividends by increasing business to the point where you have to book an appointment days in advance to have your tires installed.
As for price… it’s not the lowest in town, but it is competitive. And when you factor in the value of the time customers get back, it’s money well spent.