I spoke to a service manager and dealer the other day and asked how many tires they sold that month. They couldn’t tell me. What they did say was that it didn’t matter because “tires are losers, anyway.” They are wrong! There is factual data that proves 75% of customers buy their service where they buy their tires. Based on that, dealers should realize that it makes sense to not just sell tires but to offer low-priced or free tire rotations. It’s not about the tires; it’s about getting the customer in, the wheels off and on the lift, and keeping them from going anywhere else. Don’t let your customers go to the competition—sell some tires! Try it! You’ll like it!

Randy Johnson is president of Car People Marketing, a leading provider of customer retention and service marketing systems for auto dealers. He can be reached at 866-227-7337 or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it .