Maximizing Tire Sales at Your Dealership: Seizing the Check-In Opportunity...

By Mike "theCarGuy" Correra

Tires. Every dealership has them, but how many of your customers think about your dealership when they need new ones? You may have a small stack of new tires next to the parts department door or even a Goodyear banner on the wall, but these alone don't ensure that your customers remember your dealership sells tires when they need them. You really have one shot, one opportunity to get their tire business: the vehicle check-in.

And yes, I was listening to Eminem on my way back to my hotel this afternoon!

The Challenge: Competing with Tire Shops
People see tire shops on nearly every corner. When they check out at Costco, they walk by a literal wall of tires reaching the 30-foot high ceiling. How can your dealership compete with that? When commuters walk into their garage or driveway and notice their tires are looking worn, will they immediately think about ABC Motors or America’s Tire?

The Solution: Transforming the Check-In Experience
The key to winning the tire business lies in making the most of the vehicle check-in process while the customer is in your service drive working directly with a service advisor. Here's how:
1. Integrated Tire Inspection
During the vehicle check-in, include a tire inspection as a standard part of your process. Train your service advisors to check tire tread depth and look for any signs of wear or damage on every vehicle every time. From using a simple, effective tool like a tread depth gauge to demonstrate to the customer the condition of their tires to incorporating a drive-over tire measurement system like TraXtion every customer should know the condition of their tires on every visit to your service drive.
2. Clear Communication
Make sure your service advisors communicate the results of the tire inspection clearly to the customer while they are with them and have their attention. If the tires are showing signs of wear, provide the customer with an easy-to-understand report, possibly including a visual aid such as a tread depth chart.
3. Showcase Your Tire Inventory
While the customer is waiting, have a digital display or tablet available showcasing your tire inventory, including various brands and price points. Highlight any current promotions or specials to grab their attention. This visual aid can also help in illustrating the value of purchasing tires from your dealership.
4. Educational Content
Use the waiting area to educate customers about the importance of good tires. Display educational videos or brochures explaining how tire quality affects vehicle performance and safety. Knowledgeable customers are more likely to appreciate the value of replacing their tires before they become a necessity that requires a quick decision where they may not factor in your dealership.
5. Convenience and Trust
Emphasize the convenience of buying tires from your dealership. Remind customers that your dealership team best knows the OEM recommendations for tires, offers competitive prices, professional installation, and the convenience of having everything done in one place. Reinforce the trust they have in your dealership's commitment to the highest service quality.

Turning One Shot into a Winning Opportunity
By integrating tire inspections into the check-in process and communicating effectively with customers, your dealership can become the go-to place for tire purchases. It's all about making the most of the opportunity you have when the customer is already in your service lane. By focusing on convenience, trust, and education, you can ensure that when your customers think about new tires, they think of your dealership first.
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Let's turn every vehicle check-in into a winning opportunity for tire sales. Take this approach and watch your tire sales climb, driving not only increased revenue but also deeper customer loyalty.


Connect with me for more insights on enhancing your dealership’s service department and maximizing sales opportunities. Together, we can drive success!