Does Price Really Matter ?
I stopped by a local tire dealer today. I’ve got a lot of road trips coming up and don’t want to start my late summer/early fall golf and selling season with worn tires.
I told the guy at the desk that I needed tires for my ( made in Kentucky ) Camry. Our company gets great deals for the 20 + that we have on the road. We’ll also have new teams and cars to root for next year when the Camry hits NASCAR. Whooo-wheee !
I then walked over to the wall where tires from multiple manufacturers were hanging. He asked what size I needed and then started telling me about the cheapest set he had.
He never asked which brand I liked, he just started at the bottom out of habit, I guess.
I stopped him and said I wanted the best ( as I perceived them ) tires he had, not the cheapest. I’ve got 8 months left on my lease and expect to wear out these tires before or at the end of that lease.
Think about this, I’m gonna be riding across 3 states, at moderately high speeds at times, with only those tires between me and doom. And he starts at the bottom of the food chain, tire-wise. Uh-uh. No way.
He didn’t happen to remember that I was in a few months ago and bought the 4 best Goodyear tires he had for my wife’s soccer-Mom van. Again, they’re all that’s between her and a bad deal, so spend that extra $100 and get good tires is my philosphy.
Why would a salesman start low ?
Was he trained to start low or had he been broken down by the constant haggling and gotten tired of having to reprice tires for people who don’t care if they have good tread or not ?
Does his boss know he’s a low-ball kinda guy ?
Does the boss care ?
I’ll do a post about price in a day or so, but I’d like to see what you think is the reason before I write it.
BTW - I got 4 new Goodyear’s and they are suh-weet ! I worked with Goodyear in the past…and, uh …. no, not in a tire dealership.
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4 Responses to “Does Price Really Matter ?”
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Many people looking for tires are trying to skin pennies. These people can be irritated if the salesman starts with expensive tires. I imagine the risk of offending the customer is less by starting with the cheap tire.
Of course, a simple question to connect the tire rep with the customer’s needs, like ‘What kind of tire are you looking for?’, or ‘Did you have a price range in mind?’ might make the buyer feel more a part of the presentation, and less the stuckee wedged into the back row of the theatre. Using cues that the customer is interested in a particular brand, price range, or particular feature of the tire (mileage or safety rating, quietness, off-road and road hazard rating, etc.).
You did know that you can compare brands for how quiet the car ride down the road, didn’t you? And did the tire rep comment about tire brands that Toyota might recommend for the Camry?
Enjoy,
Brad K.
Hi Brad -
After I told him I wanted the best tires he had, and that I had an affinity for Gooyear, he told me he had a set of a Goodyear regatta’s on his car and a set on his wife’s car.
We talked about the wear, the ride and the ” hum ” factor and settled on that tire for my car.
I’m sure you’re right about most tire buyers, but a few questions, like you suggest, would be a good place to start.
Thankls for adding to the conversation.
Dear my firend ,If we do the things with 26 dollars,Would you like to pay 260 for that. I dont think you will. So if a tire with 26 dollars can serve you well such as Chinese brand tire ,would you have to pay for 260 dollar for goodyear or bridgestone brand .
Certainly Chinese brand also have ECE DOT certificates,They are all well for your car? why dont you choose them ?
This is only my personal opinion.
Another : if you want to open a tire store,We can help you, I am a tire distributor in China.we export Chinese famous brand tire with low price.I will service you at any time
email songlichao@gmail.com
Best wishes
Thanks for your thoughts, Simon, but I’ll stick with Goodyear, as they have paid me well into six-figures in the past for some work I did for them.