Sales Tip: Know your customer's needs and match accordingly
When selling tire service equipment, it's essential to understand the scope of work your customers are performing to match them with the right tool for the job.
Recommending tire service equipment is not just about matching a customer with a machine. It also means understanding what types of vehicles the shop sees most often and what accessories, adapters, and consumables may be required to support that work.
“It’s critical for a distributor to understand a customer’s shop profile,” says Kevin Keefe, director of marketing at Coats. "There is no worse feeling for a customer than to start using a new machine and realize it is not properly equipped for the work they need to do.”
That can mean asking better questions up front. Does the shop handle high-end or customized vehicles? Is its business centered on light trucks or medium duty work? Is it trying to increase tire volume, improve balancing speed, or reduce the risk of wheel damage? Those details can determine not only which equipment model is the best fit, but also which add-ons are essential.
Nadine Battah is the editor-in-chief of Professional Tool & Equipment News (PTEN) and Professional Distributor magazines. She has been covering the automotive aftermarket since 2021, after graduating from Kent State University with a bachelor's degree in journalism and marketing.
