Modern Tire Dealer

NOV 2018

Magazine for the professional tire industry

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93 w w w . M o d e r n T i r e D e a l e r . c o m put them on the counter and they're free." e third Wow factor is the presentation of the waiting area. One of the most striking things you'll notice about the tire store is that there are no tires in the showroom. "I got to thinking, 'How many times has a tire wall sold me a set of tires?'" Beamer says. "Most customers don't know one tire from another. If they trust you they don't e second Wow factor is the free snacks offered at both locations. Beamer goes beyond the cart of bulk (and sometimes stale) popcorn that you see at most dealer- ships, and offers tasty treats to those who need to wait for their vehicles. "We've got Snickers candy bars, Honey Buns, crackers," he says. "I spend about $500 a month on candy bars and snacks, and I time saying, 'Your tie rod end is loose,' and the customer usually doesn't know what that means. We try and spend quality time with the customer. "One of the biggest things I've learned in the nine years of doing this on my own is that the customer appreciates the com- munication part of it, and we get comments more oen than not about it." One of the ways Beamer keeps customers informed is through Autovitals soware. rough the program customers can use their phones to receive photos of their vehicle and track the stages of their repair, similar to the way you can track a package or pizza delivery. "As we move your car through the service line, the customer sees that and they get texts about exactly where their car is and exactly what's going on. en we can call them and explain what was good or not good and needs attention." THE 'WOW FACTOR' A few years ago Beamer implemented a "Wow factor" rule in the shop aer attend- ing a community business luncheon with High Point University President Dr. Nido Qubein. "One of the things he mentioned was how to make yourself stand out among competition, and he said, 'Does your busi- ness have three things that when customers come in they go 'Wow'?'" From there Beamer came up with his three Wow factors. e first is the online reviews. Beamer (pictured with his wife, Debbie) says he was a little concerned about starting a new business during the days of the 'Great Recession.' COURTESY OF BEAMER TIRE

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