Modern Tire Dealer

FEB 2019

Magazine for the professional tire industry

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M T D F e b r u a r y 2 0 1 9 44 Advanced Agriculture Tires by Tel: +1 737 231 0670 STAYING RELEVANT Although Sylvester's has a strong reputation in the local community, he still advertises in the local paper and sends out coupons for the retail side. On the commercial truck tire side of the business, he'll run a few local billboard ads. "And we're out there on systems through the major tire brands, and then our truck marketing is through the manufacturer themselves." Another way he gets customers in the door is through online shopping. "You'd be surprised at the business that comes through e-commerce," he says. "It doubles every year." Many customers will purchase a set of tires through a third party website and have them shipped to the store for installation. "We have a set price for the install," he says. Once the customer is in the door, it gives his retail staff a chance to build a relationship with the customer, hear additional concerns that the customer might have about the vehicle, and recommend further service. If a customer buys a set of tires directly from Sylvester's, they offer one-hour instal- lation and free lifetime rotations. SELF-MADE SUCCESS Dave Sylvester has come a long way in the 32 years since he made the decision to go out on his own. anks to his hard work, ambition and best practices, his days renting space in a farm field for his tire inventory are almost forgotten. His impressive facility, top tier technicians and a willingness to go above and beyond for his customers have set up the business for future success. And with a lifetime of experience under his belt, Sylvester shows no signs of slowing down. e business owner still goes out and personally meets with customers on a weekly basis. "I go out a few days a week and keep in touch with our fleet customers," Sylvester says. "If there's any issues we discuss it. If we haven't done any business in a while I like to get out and meet with them. "If there's a problem I hear about it. If they have to fix a customer's tire twice, I hear about it." All of this is in keeping with his business philosophy of perseverance, having good employees and providing strong customer service. ■ Shana O'Malley Smith is a freelance writer living in northeast Ohio. She specializes in the automotive aftermarket. S y l v e s t e r T r u c k a n d T i r e S e r v i c e Greg Smith, left, publisher of MTD, presented Sylvester with the K&M Mr. Tire and Big 3 Tire 2019 Commercial Tire Dealer of the Year Award at the recent K&M dealer meeting.

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