HP/UHP customers want to do business with you

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The need for speed

5 Tips To Send Them Home Happy

Mike Manges By

For many people, tires are a grudge purchase — similar to getting a root canal or replacing a furnace. But not all customers feel that way.

Joe Findeis, renown tire expert and publisher of The Ultimate Wheel & Tire Plus Sizing Guide, says buyers of high performance (HP) and ultra-high performance (UHP) tires want to spend money at your dealership.

But to ensure those customers drive away from your shop happy and thrilled with their purchase, you need to keep the following things top of mind:

You’re the expert. The customer doesn’t always know what he or she wants, according to Findeis. “But they may think they do! A customer was once referred to me by a friend. He wanted to put a certain tire and wheel package on his Mustang. Right away I knew it wasn’t going to be a good fit. In fact, it was going to be an expensive nightmare! People will come in with an idea of what they want because it might look cool. But if you can’t drive the car — well, that’s not cool.

“Lead the customer in the right direction. Tell them, ‘Let me research that for you,’ or ‘Based on the information I have, here’s the right size — and here’s why.’”

Train your technicians. The skills and expertise required to successfully mount and balance HP and UHP tires have evolved. So has shop equipment.

“At all costs, you have to eliminate damage to the wheels and/or tires,” says Findeis. “Proper equipment and training are essential.”

Don’t be afraid to send your techs to training sessions — even if it takes them out of the service bay for half of a day. “Some managers or shop owners will say, ‘I can’t afford to spare my employee for four hours to attend a class, because we’re busy.’ I get that. At the same time, they’re giving up on learning valuable information and further developing their people.”

Focus on the right and safe fit. This point goes hand-in-hand with the previous two, says Findeis. “Performance ratings, load ratings, ride height — these are things that people in this segment know, but don’t always follow.

“I’ve seen great-looking tire and wheel packages installed on cars and then found out that their load rating was inadequate. I live by this saying: ‘When in doubt, leave it out.’ You’re better off not putting on a fitment than putting one on that’s marginal and incorrect.”

Don’t knock other shops. Maybe the customer in front of you has visited another shop, where he or she received bad advice?

Resist the temptation to put that other installer down. “In a situation like that, you might have to gently say, ‘This load rating isn’t correct. Here’s what I would recommend.’

“There’s a lot of bad information out there. Always stay professional and above-board.”

Customer perception can affect your dealership’s reputation. Word travels fast in the HP/UHP tire world, says Findeis. “And it travels both ways. If a customer has a good experience buying tires and wheels from you, he will tell his friends. UHP is still a word-of-mouth business. Years ago, a guy would get together with his buddies and say, ‘I had a good experience. Go to this place.’ Now with the click of a mouse or the touch of a smart phone, he can tell thousands of people, ‘Don’t go to this place.’

“Word also travels quickly, whether it’s true or not,” says Findeis. “You could run a great business, but if one customer has a bad experience for whatever reason — and it may not even be your fault — he could broadcast the message.

“Not all bad reputations are warranted or earned. Some people like to complain more than praise. And they tend to remember bad things. It’s human nature. But the bottom line is, if you do a good job, it’s going to benefit you.”

Follow that advice and HP/UHP tire and wheel installation can lead to additional opportunities — like suspension and brake upgrades and other vehicle modifications.

Keep your customers happy and the rewards will follow.

Feel free to email me at mmanges@endeavorb2b.com.

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