Selling Tires in a Soft Automotive Market
As vehicle sales go, it’s tough out there. New light vehicle sales were down in Canada in 2022 by around 9% and sales have been the lowest on record since 2009. This comes with a side effect you may not have considered: when you’re selling fewer cars, you’re also selling fewer tires.
Is there anything you can do to boost your sales on wheels and tires when you’re not selling vehicles to bolt them onto? We’ve pulled together a few ideas for you to consider.
Build trust.
When customers have large expenses sprung on them unexpectedly—for example, an immediate need for a new set of tires—not only will they tend to distrust it, but they might seek a second opinion and end up buying their tires elsewhere. But if they hear well in advance from your service technician that they have one more season left before they’ll need replacements, customers will feel better prepared for the expense and are more likely to trust your dealership and come back to you for those tires once they need them. Focusing on the essentials and safety when money is tight will also help customers view these products and services as important and make them a higher priority.
Be Creative.
Whether it’s through online campaigns or value-added services such as tire rotations, alignments, or storage, you set yourself apart from retailers that can’t offer the same services in essence making your dealership a more appealing destination. To make sure these offers get in front of your potential customers, be innovative in your approach. Be unexpected, and don’t be afraid to stand out.
Utilize technology.
Consider the customer who is cash-strapped but urgently needs your services. Effective software and tech tools can help your staff by building confidence and efficiently while saving time at the dealership. Utilizing technology to streamline operations, improve efficiency, and reach a wider audience through online marketing and e-commerce can also help you highlight the affordability of the products you offer versus your competition, which you can emphasize with customers and in your marketing campaigns.
Get your customers Road Trip ready!
As Canadians get more cautious with extra funds, there could be many more people considering summer road trip vacations instead of expensive overseas trips. Are their tires up to the task of driving thousands of kilometers? Will they need service or a pre-trip inspection before they depart? Are there any accessories that might make their lives easier on the road? Sparking conversations about this could get customers thinking about all kinds of new ways to interact with your dealership.
Let us know if we can help put any of these strategies to work for you!
