Sales Tip: Understand the needs of the shop

Sept. 4, 2019
“The first thing a dealer should do is take a look around the shop they are visiting,” Autel’s national trainer, professional tool level sales manager, Michael Flink says.

“The first thing a dealer should do is take a look around the shop they are visiting,” Autel’s national trainer, professional tool level sales manager, Michael Flink says. “Is there a tire machine in the shop? If there’s a tire machine in there, you know they have a guaranteed need for TPMS tooling.”

Understand the needs of the shop and its technicians when selling TPMS tools and equipment. Don’t assume that since a shop is buying sensors from a tire supply warehouse or a parts store they do not need a tool. Some sensor manufacturers give a free tool with their sensors, but those tools can be limited in their coverage, features, and functions. Shops may be looking for a more complete tool to round out their offerings.

“Ask what their needs are,” ATEQ’s aftermarket account executive, Sheila Stevens says. “What vehicles do you work on? What issues are you having with TPMS? Are you turning customers away to the dealership for TPMS service? What sensors do you work with?”

The answers to these questions will unveil both the needs of the shop and the right tool for their technicians.

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