Magazine for the professional tire industry
Issue link: https://mtd.epubxp.com/i/114173
cost more, and it doesn't hurt as bad when they spread it out over those many miles. And we also ofer fnancing through our credit card." According to a survey of MTD's National Advisory Council members, 58.3% feel customers' frst priority when buying light truck tires is long mileage. Tis is followed by a smooth ride, a quiet ride and the lowest cost possible. Traction also was noted as a desired feature, especially given the increase in of-road events following the recent upturn in the economy. Overcoming sticker shock Overcoming sticker shock can be a problem for dealers facing light truck tire replacement buyers. To combat the issue, dealers told us they: • show them comparisons of all tires in that segment and explain the diferences between LT and P-metric tires. Tey also illustrate that the LT tires are more robust than a passenger tire. • take the time to explain features and benefts of premium versus other levels, and then sell on benefts. • talk about performance and what they receive now versus 10 years ago. • educate by discussing the benefts the customer can expect to get, and then show the costs associated with those benefts. • have in-house fnancing options available, such as six months no interest. "It's no worse than the sticker shock we inflict on our www.moderntiredealer.com passenger tire buyers," a dealer told us. "We blame the high prices on the car and truck manufacturers. I think there's a greater degree of acceptance to the fact that all tires carry a big price tag." "Every tire sale seems to have sticker shock," noted another council member. "Always follow the fve points to a sale. It doesn't mater what type of tire you are selling." Where dealers go to market Kaufman Tire markets its light truck tires by direct-mail, on its website (www.kaufmantire.com) and via social media. "We still do some newspaper advertising, too, believe it or not," Phillips said. When considering marketing of light truck tires, it's important to note that a good percentage of light truck tire buyers are women, survey respondents noted (see chart). Probably around 40% of Kaufman's Tire's light truck tire customers are women. "If you consider the cross-over market as far as light truck tires, there are a lot more women making fnancial decisions in U.S. households," Phillips said. Nearly 77% of the dealers surveyed use their websites to promote their light truck sales. Tis is followed by direct mail pieces, social media and newspaper ads. Plus, don't forget to dress-up your showroom. "Point-of-sale displays get customers thinking (and planning fnancially) ahead when they may be in our dealership for other services," a dealer told us. ■ Quik-Link: 800-687-1557 ext. 13118 41