Tire Changing Season and What Auto Shops Should Know (Part 1)
We are in the midst of tire change season and business has been good. You had the October 1st early birds, the November 1st “I’m only here for this insurance discount” crowd, and last but not least the “first big snowfall procrastinators” desperately trying to get to a tire shop before the hundreds of other people get there.
Jocova Financial, October 24, 2022
We are in the midst of tire change season and business has been good. You had the October 1st early birds, the November 1st “I’m only here for this insurance discount” crowd, and last but not least the “first big snowfall procrastinators” desperately trying to get to a tire shop before the hundreds of other people get there. Perhaps everything went off without a hitch for you, but its more likely you had some curveballs thrown at you. Just like retail stores aren’t caught flat footed on black Friday, or boxing day, you can avoid being unprepared for the tire changing seasons. This article will focus on the knowledge customers are looking for and the second will you give you a strategy for tackling the marketing, staffing, and equipping needs for you shop.
There are three major categories that you need to be prepared to address as you head into spring and next winter. Those categories are marketing, staff and equipment. Maybe you have never considered a marketing strategy or specific training for your staff however, these are vitally important in todays ever changing business landscape. Customers are doing more research than ever and are looking for a place that they feel comfortable with. Unfortunately garages and mechanics in general have developed a reputation as scam artists, however unwarranted that is potentially what local business owners are up against. So, how do we combat that mindset? By being the most knowledgeable, the fastest and best shop in town. How do you give your customers confidence in your ability?
There is no trick to it, answer their questions honestly, recommend products that best suit their needs, rather than the most expensive option. A customer is more likely to return to a store where they did not feel taken advantage of. In the long run, one customer purchasing multiple sets of tires from you over a life time can lead to good recommendations to friends and family which is worth a lot more than one expensive set of tires and never seeing them again. So what Questions Are Your Customers Asking? Here is a common list of questions asked by people looking at a new set of tires or trying to avoid buying a new set. Be prepared to answer these questions knowledgeably and honestly and you will have yourself a loyal new regular.
- What month should you change to winter tires?
- Can you drive with winter tires all year round?
- Are all season tires good for winter?
- Should I get winter tires or all season?
- Best all season tires for snow?
- What makes a good summer, winter, all season tire
Let’s look at what to do before a customer even steps a foot in your shop so that when they do, they will know your Garage was the right choice.
Marketing
If you’re a small shop it can be really difficult to break through all the buzz creating by large corporations through their TV commercials and radio ads. One avenue to explore that offers fairly even footing is online marketing. Ask your regulars to leave a review online or consider a referral bonus for them. Make sure you get your name out there on Facebook and Google as the rates for local branding ads are relatively low compared to traditional media. It’s never too late or too early to start a branding campaign, but you should also budget for specific sales and specials and time them wisely. Taking out ads in a local newspaper is still an effective way of generating business from older customers as well who may not be as trusting of things they see online. Of course the best way to get repeat customers and referrals is to do a great job for a reasonable price.
Staff
The first snowfall can be absolutely hectic for a tire shop. Having a lightning fast and qualified team can be the difference between someone choosing your shop specifically, or just going anywhere that can do the job. The last thing you want at this time of year is to not have all hands on deck, or someone complaining about loose lug nuts after they visited. Try to discourage multiple employees taking time off until after the busy season, or offer incentives for whoever does the most tires in a giving time period.
August and September would be a good time to have some light hearted challenges around the shop. See who can get a set of tires changed the fastest, and maybe even have a leader board posted in the garage with a reward for best time at the end of the week. This will get your crew in the mindset of working quickly but will also provide valuable training experience for newer employees while simultaneously getting your more experienced workers a chance to tune up and show off their skill.
Equipment
No matter how experienced your employees are, they are only as good as their equipment. Make sure you get all of your gear serviced before it needs it. Get the staff to double check all hoses are free of leaks or cracks, the guns are all functioning properly and hoists are operating at full strength. Sometimes as a business owner it is tempting to make do until after the rush of customers and influx of cash to upgrade or repair equipment. A person is more likely to be a repeat customer if they have had a painless experience. New equipment is a sign to consumers that a business is doing well and will make them want to return, whereas delays and a rundown looking garage can make people opt for a large corporate run shop instead. If things are a little tight or you’re just looking for an upgrade no piece of equipment is too big or too small for Jocova to handle with equipment financing.
Here are some examples of what we can finance for you
– Air compressor
– Phone System
– Computer
– Lifts
– Welding Equipment
– Tire Changers
– Wheel Balancer
– Security System
– Diagnostic Equipment
– Alignment Machine
- Paint Booths
We can cover all of these and more with Equipment financing that allows you to acquire the equipment you need with easy monthly payments and even seasonal payment options to match cash flows.
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