Bigger Not Always Better
Being small can actually provide a competitive edge over big retail. The secret for an independent tire dealership lies in flaunting – not hiding – your smallness. Corporate giants just can’t achieve the personal relationships that small business owners have with their clients. They aren’t as close to their customers and can’t respond as quickly to changing demands. It’s easier for a small dealership to gain community trust than it is for a big chain.
Here are a few tips that can help any small tire dealer thrive in a competitive environment crowded with big retail:
• Keep a positive attitude towards making changes in your business.
• Adjust your business to what the customer wants.
• Do what the big guys can’t do by focusing on niche markets.
• Start with a quality product, then gain area residents’ support and trust through community service.
• Think cooperation. Partner with other, non-competing local businesses to exchange referrals or advertising materials.
• Use your expertise. Give free talks on tire safety or maintenance.
• Call customers and ask them what they expect and appreciate in a tire shop. Retail giants won’t, or can’t, take this approach because they’re just too big. After a few conversations, you’ll learn what to avoid and what to provide.