Reviewing the Basics: Success as a Recommended Installer
Program Advantages
- Website content encourages customers to use Recommended Installers.
- Your new customer acquisition costs = $0.
- You receive qualified customers with long-term potential and a tendency to refer additional business to you.
- Customer is a multi-vehicle owner with commitment to vehicle maintenance.
Program Requirements
- Use proper mounting and balancing equipment including touchless or rim clamp, European-style tire changers and high-speed computer spin balancers.
- Participate in the Price Pledge program.
- Employ properly trained technicians capable of safely performing damage-free installations.
- Be an automotive business that can offer additional services to customers (alignments, complete repairs, auto detailing, etc.).
- Have access to email and agree to opt in to receive Recommended Installer customer information via email from Tire Rack on behalf of customers.
- Possess a positive attitude and the ability to treat Tire Rack's customers with the highest level of professional courtesy.
- Understand that this is a new service customer and not a lost product sale.
- Willingness to accept drop shipments from Tire Rack on customer's behalf.
Making it All Work For You in Two Simple Steps
#1 Be ready for today's wheels, tires and TPMS
Have you had to turn away a potential customer because of equipment limitations? Can you handle every variety of sizes as well as answer questions about and install today's tire pressure monitoring systems (TPMS)? Is your tire machine designed to slump on a 20" wheel? Is its drive system capable of dealing with a stiff sidewall, 40 profile tire?
Tire Rack's customers include the typical passenger car, minivan and SUV driver but skew heavily toward import and performance vehicle owners. And since more vehicles are using larger diameter wheels with low profile tires than ever before and many customers are plus sizing their Tire & Wheel Packages as well, be prepared with the proper equipment and adequately trained technicians.
Ensure, too, that your technicians understand TPMS technology and that you have the necessary equipment to update their system after installation. Since the United States government has passed legislation that requires all new passenger vehicles (most 2008 models and all 2009+ models) to be equipped with tire pressure monitoring systems, your customers will be relying on you more and more for advice and installation.
#2 Think like a customer
For most customers, using a Recommended Installer is a new experience. They most likely have not done business with you before yet must trust you enough to opt to have their order drop shipped to you. They'll worry about how long the installation itself will take, too, and whether or not they can make an appointment that will fit into their schedule. They'll hand over their keys and hope for the best.
Put them at ease from the start. Since they will likely consult Tire Rack's Installer survey results and customer comments for advice before they pick your location, make sure your results reflect how you want your business to be perceived. If your previous customers rave about your clean facilities and timely, meticulous installation, your future customers will have less to be concerned about.
Call your customer as soon as their order arrives to schedule an installation appointment. Then stick to your scheduled time. And most importantly, know the prices you have posted on Tire Rack's website and charge what you have advertised.
Perform flawless installations. Establish trust.