Transforming Dealerships into Tire Destinations

Tires might not seem exciting, but they’re critical to keeping customers loyal. They’re the top reason customers defect to other shops—and many don’t even know dealerships sell them. When customers trust you for tires, they’re more likely to return for other services like oil changes and alignments.

As EVs rise, tires become more essential due to added wear and more upsell opportunities, turning a defection point into a retention strategy. 

Wes Volkert understands this better than most. In a recent episode of Retention Roadmap, we spoke with Volkert, Parts Director and self-proclaimed “tire geek” of Forest Lane Chrysler Dodge Jeep Ram in Dallas, Texas. Wes is an expert in the tire industry who is passionate about helping dealerships strengthen their customer retention strategies through effective tire sales and service.

Below you’ll find some of the biggest takeaways from our conversation, to help you turn your dealership into a tire sales powerhouse.

Proper training is the foundation for tire sales success

If dealerships want to win at tire sales and keep customers coming back, they’ve got to start with the basics: training and knowledge. Tires aren’t like any other part you sell. They’ve got unique specs, safety implications, and quirks that require your team to know their stuff—and most don’t.

Why training matters

Let’s face it—most dealership staff aren’t tire experts, and that’s a problem when asking customers to trust you with such a critical purchase. Training isn’t optional; it’s the cornerstone of becoming a tire powerhouse. Knowledge builds confidence, helping staff explain tire value and avoid mistakes that could damage trust.

Unfortunately, most OEMs provide only basic tire training, leaving dealerships to fill the gaps. Without a focus on continuous learning, tires often become an afterthought, leading to outdated practices and missed opportunities. Investing in comprehensive training can transform your team into trusted advisors and elevate your dealership’s reputation.

What great training looks like

1. Provide ongoing education: Make tire training a regular part of your team’s routine, not a one-time event. Keep them up to date on inventory management, new tire technologies, and customer sales techniques.
2. Leverage distributor and manufacturer support: Tire distributors and manufacturers often offer free or low-cost training. Bring in their reps to teach your team and give them hands-on learning.
3. Make training a condition of employment: At Wes Volkert’s dealership (our podcast guest), every employee is required to maintain top-level certification in the tire program. It’s not optional—and it pays off.

A culture of knowledge pays off

Customers know when they’re dealing with experts versus amateurs. By investing in training, you’re not just building a smarter team; you’re building trust. And that trust translates into more tire sales, more customer loyalty, and more revenue.

Inventory management: the right tires, the right time

Selling more tires starts with having the right ones on hand, but inventory management is a sticking point for many dealerships. Stocking tires isn’t as simple as other parts—you need the right mix, you’ve got space constraints to think about, and tires don’t last forever. But when done right, inventory management becomes a key driver of tire sales.

The challenge with tires

• Space is tight: Many parts managers prioritize wholesale parts over tires because they think tires take up too much room and don’t move quickly enough. But if you’re strategic about your stock, tires can be just as profitable as other parts.
• Aging out: Tires have a shelf life, thanks to DOT regulations. If they sit around too long, they become unsellable, making smart turnover crucial.
• Supply chain issues: We’ve all felt the supply chain crunch. Tires aren’t immune, so keeping a well-planned inventory helps avoid stockouts.

How to get it right

1. Focus on top movers: Start by stocking the most common sizes and brands that fit the vehicles you regularly service. Think about the cars rolling through your drive today—not the rare ones you “might” see.
2. Stay on top of trends: Tire preferences and needs shift, especially with the rise of EVs. Check your service drive data every six months and adjust your inventory to match what’s coming in.
3. Pick the right partners: Your distributor matters. Find one that makes reordering easy, delivers consistently, and supports your team with training and insights.

Less inventory can still mean more sales

Not every dealership needs a massive stockpile. By partnering with a reliable distributor for just-in-time delivery, you can offer customers what they need without overcrowding your shelves. It’s about working smarter, not harder.

Customer communication and awareness: make sure they know you sell tires

Here’s a hard truth: customers aren’t thinking of your dealership when it comes to tires. In fact, many don’t even realize you sell them. Changing that starts with one thing: communication. If you’re not constantly telling customers about your tire services, they’ll keep heading to tire shops or big-box retailers.

Why customers don’t think of you for tires

• No one’s talking about it: Dealerships only bring up tires when there’s an immediate problem, like worn tread or a flat. By then, it’s often too late—they’ve already gone somewhere else.
• Competition is loud: Discount tire chains and big-box stores are aggressive with their marketing. If you’re not making noise, you’re invisible.

How to change the narrative

1. Bring up tires every visit: Make it standard practice for service advisors to talk about tire status, even if the tires are in great shape. Plant the seed early so customers know you’re paying attention.
2. Over-communicate: Use every channel available—email, text, direct mail, and even in-person conversations—to remind customers you sell and service tires.
3. Highlight the safety angle: Tires aren’t just about performance; they’re about safety. When you frame tire discussions around keeping customers safe, they’ll be more likely to trust your recommendations.

Marketing matters

Wes Volkert’s dealership uses targeted email and Facebook campaigns to bring in customers specifically for tires. They also follow up with customers who declined tire replacements during past visits. These proactive moves turn declined work into closed sales.

Make it a dealership-wide focus

This isn’t just a job for your service advisors. Everyone—from the parts manager to the general manager—needs to be on board. The more your team talks about tires, the more customers will start associating your dealership with tire expertise.

A cultural shift: turning your dealership into a tire powerhouse

To succeed with tires, dealerships need to think differently. Wes Volker puts it simply: “We’re a dealership that sells tires. We just happen to service cars too.” Shifting your mindset this way can completely change how your team approaches tire sales.

It starts at the top—strong leadership is essential to making tires a priority. At Wes’s dealership, leadership buy-in helped drive tire penetration rates to an impressive 11.57%, compared to the industry average of just 3%.

Don’t forget to track the right numbers

Metrics also play a big role. Tracking numbers like penetration rates, return on investment, and retention data keeps efforts on course. Tools like Mobile Towers make it easier to measure success and show that tire buyers are far more likely to stay loyal to the dealership for future services.

Wes’s dealership proves what’s possible with focus and strategy. A 2393% year-over-year increase in tire sales didn’t happen by accident—it came from engaging advisors, connecting with customers, and fostering a culture where everyone sees the value in tires.

By turning tire sales into a team effort and tracking the right metrics, any dealership can achieve similar results. Remember, it’s not just about driving more tire revenue—it’s about keeping customers coming back.

CASE STUDY

Are you missing out on tire revenue?

Learn how one Parts & Service Director won back tire business for his dealership.