A Tire-Buying Experience

by Jacques Werth

It rained here last Friday and, while driving home from the office, my car was losing traction on the wet roads. That reminded me I had been putting off getting replacement tires for my car. So, on Saturday I went to the consumerReports.org website and looked up their tire ratings.

Consumer Reports rated tires made by Falken and Nitto highest. Nitto is the one that seemed to suit my driving style best. I never heard of either brand, but since most tires are made offshore now, that did not bother me.

I looked up both websites to find dealers. Falken is sold by Sears; Nitto is sold by a relatively small number of dealers.  I called a Nitto dealer and he said, "Nitto doesn’t make tires in the size your car needs. They make tires for racing and high performance sports cars. A few of them fit some other cars, but not many. What you really want is Michelin and we have them in stock. They are less expensive and we install them immediately. When do you want to come over?"

I said, "I haven’t decided yet."

He said, "What are you concerned about?"

"My car came with Michelins and I want something better now."

"What don’t you like about the Michelins?"

Not wanting to get trapped by a rhetorical question, I replied, "I just want something better."

"You don’t have any better choice than Michelins, but we can get you any tire you want." I ended that conversation quickly.

Then, I called a large local dealer and spoke to Maureen. I asked her, "Do you have a tire in my size that is close in performance to the Nitto tire?"  

Maureen replied, "Consumer Reports, right?

I said, "Yup."
 
Maureen said, "The only one that we sell, which is in the same ball park, is the Michelin. However, you can get Falken tires at Sears for about the same price as Michelin, and it is rated higher than Michelin. We can provide you with General Tires that are very good, but not as highly rated as the Falken." That will save you about $200 for a set of four. She then
gave me a short explanation.

I said, "Thanks for the suggestion, but the price difference is not important for this car."

Maureen said, "In that case, good luck with your Falkens. Please try us again when you want tires, shocks or brakes for another vehicle." The conversation with Maureen took no more than four minutes.

My wife’s 740-IL will probably need tires in about six months. She does not put much mileage on her car and she does not drive very fast. You can bet that we will buy her tires from Maureen.


To learn more about why Maureen’s response earned my future business, read Chapter 3 of our book online.

Until Next Time…Sell Well

Jacques Werth, President
High Probability Selling

Copyright 2007.

 

Tags: How+to+sell, The+secret+to+selling, Selling+and+Persuasion

A Tire-Buying Experience

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