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Selling Custom Wheels - Making the Sale
Once you've entered the market, you'll need to be able to close sales to make all of your effort worthwhile. You don't necessarily have to wait for your customers to express an interest in wheels--be proactive and make suggestions, but if you have done a good job in your marketing plan, they will be asking you. If you are in business now, I'm sure you make sales everyday. Here is what works for me. Arouse interest in customers by letting them know you sell wheels. If they are looking for tires offer a tire and wheel package also. Most people who are considering purchasing wheels love their cars. When they come in to look at wheels, go out to their car with them and get them to talk about it. Express interest in their vehicle. Get the exact year, make and model. This will be important later on when you are looking up wheels. Note the car's color too--remember most people purchase wheels to dress up their car's looks. This is a good time to inquire if they have an idea of what color or finish of wheel they want. This next point is important. Once you move the customer back into the showroom, don't just hand them a wheel catalog and tell them to pick out what they like. You must remain in control of the sale. If your supplier offers online access, quickly punch in the customer's car info and determine which wheels are readily available. From those wheels that you can get quickly, show the customer three or four at a time. Ideally using software that will show the wheels on the customer's car. Trying to show too many choices at once will confuse the customer. If they don't like the first three wheels you show, try to find out what they don't like about them and then show three more that may be closer to what they like. This method works much better then just showing them everything that is available. Once they have chosen one or two styles that they like, quote them a package price which should include the wheels, tires, lug nuts, wheel locks, any hub rings or adaptors, a bottle of wheel polish and all installation charges. Its much easier, if they balk at the price, to show them everything they are getting and, if needed, take off some of the items rather then just dropping the price of the wheels. Offering several payment options, such as cash, checks, credit cards or in store financing can help close the sale. This is a very basic close--"will that be cash or charge..." Once you've made the sale, it is essential to test fit the wheels on the vehicle before mounting the tires to make sure they fit properly. Many distributors won't allow wheels to be returned if a tire has been mounted on it.
Finally, if you don't get the sale, write down everything for the customer. Get their phone number so you can follow up with them in a few days. If they purchased somewhere else, try to find out why, so you can adjust your technique for the future. If you follow this method, however, you will do better then average in closing sales. Steven M Sharpe has sold custom wheels and tires at both the wholesale and retail levels for over 20 years. He is a SEMA Certified Custom WHeel and Tire Specialist. Read his Tire and Wheel blog at http://www.tirewheelblog.blogspot.com or contact him at http://www.linkedin.com/pub/10/418/119
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