Pub. 4 2015-2016 Issue 1

It takes about one minute to catch and record a host of commonly missed problems. As one shop found: “The tool changes how my mechanics look at tires. I hire good mechanics, but they have been doing the same thing for years. They can be inconsistent. Each has habits. This changes their habits. It opens their eyes. They are seeing things they had overlooked before. I am really impressed. Since then we've closed even more business." Inside, the computer software picks up the information via Bluetooth and automatically prints a Tire Audit Report picked up by the service writer. This process may sound like what you always do, but there are small differences that end up making a big difference. First, unlike the 35-point inspection reports that overwhelm customers and trigger those fight-or-flight feelings, this report is a picture: one page, one part, in color. The picture is instantly understandable. The service writer, instead of interpreting random numbers that leaves the customer guessing about his honesty, is now more like a peer dis- cussing an obvious situation both understand. “Our old way was to have a guy talk and talk. The color Audit Report shows everything. The customers understand it. It makes everything easier. It has grown our business,”a store owner said. The other important piece is that it’s objec- tive. It’s the opinion of a machine, not a man, especially a salesman. The information provided is authenticated by the tool, answering the hesitating customer’s doubts and easily leading to sales. "It would stop the buyer from thinking we're lying when we tell them they need a new set of tires or an alignment,” a prospective customer noted. Finally, it’s fast. In one minute, it’s the equivalent of giving your new date candy and flowers on her front porch. Used as a free, automatic service the service department offers, it builds trust before the customer can cave to doubts. And that can lead to more business, both right away if the audit catches somethingmore serious, as it often does, and later when the happy customer returns. "Now they start off every customer with an inspection, first thing,” reports the owner of a five-store chain, “They go out and inspect the tires. It's as fast as I told him. One minute,” he continues, “Then he told me what it did this morning: The Audit Report showed a problem with the rear axle they would have never known about. The labor was about $500, the whole job about $900. The car drove great, and the owner said the customer was happy he came in. Then he told me his other shops want it. This owner is getting one for every service writer in every one of his stores.” It’s like a lot of the latest technology these days—not just faster, but smaller and cheaper. Unlike large, immobile, spendy alignment check- ing machines, the unit is a fraction of the price, completely mobile, and takes no room to store. There are no maintenance costs, either, as one store discovered: “We ran the numbers. We have it in one shop, an expensive alignment check system in another. It generated almost as much business as the alignment checkmachine, but at a tenth the cost with no ongoing maintenance costs. It proved to be much more beneficial to us.” Being new technology, some owners are seeing it as an opportunity to set their busi- ness apart from others before it becomes the standard. If you’re frustrated by not getting past the wall of customer doubts, it’s worth a try. It is revolutionizing tire sales and repair work the way the internet did dating 20 years ago. Your customers, ahem, dates, will thank you with their sales. “Hey guys! Just wanted to let you know we have been #1 in tire sales in our auto dealership division of 14 stores for the last three months. Your Opti-Tread system started delivering results the very first day we used it. Thanks for helping us attain the #1 position!" —Honda dealership service manager, Southern California. For more information about the Opti-Tread® Tire Audit System, please visit www.optitread.com or call 360-698-3562