{"id":2797,"date":"2023-08-24T11:38:43","date_gmt":"2023-08-24T01:38:43","guid":{"rendered":"https:\/\/www.autohero.com.au\/blog\/?p=2797"},"modified":"2023-08-24T16:07:18","modified_gmt":"2023-08-24T06:07:18","slug":"nail-these-5-talking-points-and-sell-to-more-tyres","status":"publish","type":"post","link":"https:\/\/www.autohero.com.au\/blog\/nail-these-5-talking-points-and-sell-to-more-tyres\/","title":{"rendered":"Nail these 5 Talking Points and Sell More Tyres"},"content":{"rendered":"<p>I surveyed 1000 tyre shoppers to find out what motivates drivers to buy tyres and how they choose which tyre retailer to fit them.<\/p>\n<p>We identified 5 categories that made up 100% of their purchase decision. Here are the results below.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2800\" src=\"https:\/\/www.autohero.com.au\/blog\/wp-content\/uploads\/2023\/08\/Screenshot-2023-08-22-at-6.41.04-pm.png\" alt=\"\" width=\"767\" height=\"575\" srcset=\"https:\/\/www.autohero.com.au\/blog\/wp-content\/uploads\/2023\/08\/Screenshot-2023-08-22-at-6.41.04-pm.png 767w, https:\/\/www.autohero.com.au\/blog\/wp-content\/uploads\/2023\/08\/Screenshot-2023-08-22-at-6.41.04-pm-300x225.png 300w\" sizes=\"auto, (max-width: 767px) 100vw, 767px\" \/><\/p>\n<h2>1.\u00a0 Safety 39%<\/h2>\n<p>The importance of tyre safety was very evident and included these 4 categories:<\/p>\n<ul>\n<li>Family safety was paramount especially with children passengers.<\/li>\n<li>Performance capabilities in both wet and dry conditions.<\/li>\n<li>Braking, tyre performance and handling in a emergency.<\/li>\n<li>The expertise and experience of the technician responsible for fitting the tyre correctly.<\/li>\n<\/ul>\n<h2>2.\u00a0 Price 22.9%<\/h2>\n<p>Price was an important factor driven by economical situation, cars age, car type and usage.<\/p>\n<p><strong>People who cared about price<\/strong><\/p>\n<p>Pensioners and students are the most price conscious shoppers.<\/p>\n<p><strong>People who cared less about price<\/strong><\/p>\n<p>Drivers looking to buy OEM, Prestige car owners and 4&#215;4 enthusiasts. All wanted to correct equipment at a fair price.<\/p>\n<p><strong>Tip:<\/strong> Price was also weighed against the tyre life and people felt more comfortable paying more for a tyre if they thought it would last longer.<\/p>\n<h2>3. Service 15.6%<\/h2>\n<p>Customers desired a satisfying experience and which also signaled their vehicles were in capable hands.<\/p>\n<p>However, some individuals encountered difficulties when purchasing tyres, as they were not sure what was included in the price other then supply of tyre. ( Fitting, GST, Balancing &amp; Tyre disposal)<\/p>\n<p>In certain instances, some retailers displayed a lack of service by not adequately communicating important details about the recommended tyre to customers, resulting in confusion regarding the value of their purchase.<\/p>\n<p><b>This could be improved by these 4 categories.<\/b><\/p>\n<ul>\n<li>Showing images tyres.<\/li>\n<li>Manufacturer descriptions.<\/li>\n<li>Tyre technical details explained.<\/li>\n<li>Access to reviews on tyres.<\/li>\n<\/ul>\n<p><strong>TIP:<\/strong> Shoppers said they sited Google reviews as a trust factor to see if the store provides a good service. Make sure you are driving Google reviews\u00a0 and they are current.<\/p>\n<h2>4. Availability 11.7%<\/h2>\n<p>Speed sells, Most drivers purchase tyres in response to unexpected circumstances, rather than a planned purchase.<\/p>\n<p>Tyres retailers who provide same-day service have a greater likelihood of completing a sale.<\/p>\n<p>In most cases, individuals only buy tyres when they have a damaged tyre, fail a vehicle inspection, or face potential issues caused by worn-out tyres.<\/p>\n<p><strong>TIP:<\/strong> On AutoHero, most sales occur within the initial 24 hours a quote submitted and decline after that, Speed is obvious factor in closing a sale.<\/p>\n<h2>5. Tyre Brand 10.8%<\/h2>\n<p>The Tyre Brand accounted for only 10.8% this was initially surprising, but further analysis revealed a logical explanation.<\/p>\n<p>The purchasing cycles for new tyres can range from 6 months for heavy commercial users to 5 years for those who drive less than 8,000 kilometres per year.<\/p>\n<p>Additional online research supplied buy <a href=\"https:\/\/ahrefs.com\/\" target=\"_blank\" rel=\"noopener\">Ahrefs.com<\/a> showed brand recognition was remarkably low for even the top five manufacturers when compared to well-known household brands like Nike, Coles, Woolies, or Bunnings as an example.<\/p>\n<p>This information helped us understand why tyre reviews have been a significant traffic source for Auto Hero. Drivers use reviews as reassurance they are making the right choice for their vehicles and reviews from fellow drivers can guide their purchases.<\/p>\n<p><strong>Fun Fact:<\/strong> The most recognised tyre brands online were Bridgestone, Pirelli, Michelin, Goodyear, Continental, Toyo, Cooper, and Kumho Tyres. Source again was <a href=\"http:\/\/Bridgestone\" target=\"_blank\" rel=\"noopener\">Ahrefs.com<\/a><\/p>\n<h2><strong>Conclusion<\/strong><\/h2>\n<p>Based on the survey, it&#8217;s no surprise that most customers simply want a quality product, good service at fair prices.<\/p>\n<p>However, it&#8217;s also apparent that customers require additional assistance to get them opening their wallets faster.<\/p>\n<p><strong>Here are 5 takeaways for you to consider.\u00a0<\/strong><\/p>\n<ol>\n<li>Recommended tyres you can fit same day.<\/li>\n<li>Explain the safety benefits of braking and handling.<\/li>\n<li>When it comes to price, talk about treadwear and tyre life.<\/li>\n<li>Recommend a tyre brand they are likely to recognise.<\/li>\n<li>Offer clear photos of tyres with manufacturer descriptions and explanation of technical specs.<\/li>\n<li>Clearly explain what you are selling, remember the customer has close to zero experience, helping them helps you.<\/li>\n<\/ol>\n<p><strong>Add to the conversation &amp; leave your thought below.<\/strong><\/p>\n<hr \/>\n<p class=\"p1\"><b>Written By<\/b><\/p>\n<p class=\"p1\"><b>Matt Banks<\/b><\/p>\n<p class=\"p1\">Matt is the founder of <a href=\"https:\/\/www.autohero.com.au\/\"><span class=\"s1\">Autohero.com.au<\/span><\/a> and has been hooked on cars and repairs ever since childhood. A veteran in automotive since leaving school, Matt has completed his trade as a panel beater and is across all things with wheels.<\/p>\n<p class=\"p1\">His first car was a 1967 FORD XR Wagon followed by a string of collectable Holden\u2019s.<\/p>\n<p class=\"p1\">Have a question for Matt? Leave a comment below.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I surveyed 1000 tyre shoppers to find out what motivates drivers to buy tyres and how they choose which tyre retailer to fit them. We identified 5 categories that made&hellip; <\/p>\n","protected":false},"author":2,"featured_media":2816,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-2797","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dealers"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.1 (Yoast SEO v20.1) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\r\n<title>Nail these 5 Talking Points and Sell More Tyres | Auto Hero<\/title>\r\n<meta name=\"description\" content=\"What do Tyre shoppers prioritise when purchasing tyres? We asked 1,000 Auto Hero customers to find out! 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