By Serge Tremblay – [email protected]
Twice a year, it’s the same story. Schedules fill up, phones ring nonstop, days get longer, and parking lots overflow. In our shops, we all know the expression: the infamous “tire rush” has begun.
But what if we changed the way we look at it?
To me, it’s not just a rush. It’s probably one of the greatest opportunities of the year to take care of our customers. You could even call it free advertising: twice a year, a large portion of our customers naturally return to our shops.
It’s up to us to make the most of that opportunity… in the right way.
More than just four tires
Today, owning a vehicle represents a significant investment. Purchase prices have increased, along with the cost of repairs and maintenance. For many of our customers, keeping their vehicle on the road for as long as possible has become increasingly important.
When they bring it to us for a tire change, our responsibility shouldn’t be limited to removing four wheels and installing four others.
This visit is an opportunity to take a look at the vehicle’s overall condition. Brakes, suspension, steering, abnormal tire wear, leaks, or other visible signs: sometimes, just a few minutes of attention can uncover an issue before it becomes more serious, more expensive, or even dangerous.
That’s where our role as automotive professionals truly comes into its own.
Advising rather than selling
There is, however, an important distinction: Making the most of this opportunity does not mean looking for something to sell at all costs.
Quite the opposite.
Our role is to inform customers about the true condition of their vehicle: what needs to be repaired now, what should be monitored, and what can still wait. Good advice doesn’t necessarily have to result in a pricier invoice today.
Sometimes, telling customers, “It’s not urgent, but we’ll keep an eye on it at your next service,” can be far more valuable in the long run than making an immediate sale.
Because what we’re building at that moment is trust.
An opportunity that comes twice a year
Tire change season creates something many businesses would love to have: recurring, almost automatic contact with their customers.
Every spring and fall, they come back.
That gives us two opportunities each year to demonstrate our value, monitor the condition of their vehicle, help prevent certain repairs, and protect their investment.
Of course, tire season remains demanding. Schedules are tight, the pressure is high, and the goal is often to get vehicles in and out of the shop as efficiently as possible.
But in that race against the clock, we shouldn’t forget why those vehicles are in our shops in the first place: someone trusted us with them.
Changing the way we talk about it
The words we use can also influence the way we approach this busy period.
So instead of saying, “Here comes the rush again,” why not tell ourselves:
“Our biggest opportunity to protect our customers and their investment is beginning.”
It may not make the days any shorter or the parking lots any less crowded. But it does put our role into perspective.
Because serving customers well today may help them avoid a problem tomorrow.
And, most importantly, it gives them a good reason to keep trusting us for years to come.
Picture credit : AI Generated
