You have something manufacturers,distributors and other tire-selling businesses would like to have: closeness to the customer.Every day,those people who might seem to be giving you a headache-calling you with their complaints,concerns and cries for help-are actually giving you a tremendous gift.They are giving you the opportunity to provide them with peace of mind,a solution to their challenges and safety for them and their passengers.Yes,it is a gift-a treasure that others would like to steal from you.Much like the movie,”There Will Be Blood,”they drink your milkshake;they drink it up.Think about it: every day you have consumers who are not just standing in front of you(or on the phone with you),interested in buying tires or needing auto service,the most important gift is that they are open to your recommendation.For the billions of dollars that flow through the tire industry,the independent tire dealer(that means you,dear reader)influences over 60% of the replacement tire marketplace.That's a lot of tires-a huge percentage of the market controlled by thousands of independently owned tire dealerships across the United States.For arrogant outsiders looking in,all of those hometown mom-and-pop shops(perhaps more accurately described as multi-generational small-and medium-sized businesses)combined have tremendous power.At the same time,it's that spirit of independence,going at it alone,that may be their greatest weakness.
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