Boosting Retention with a Tire-First Strategy

Episode 11 — Featuring Guest Wes Volkert | 

Why do so many dealerships let tire sales—and customer retention—slip through their fingers? Wes Volkert, Parts Director and tire expert, breaks down how dealerships can transform their tire sales strategy to drive loyalty and long-term growth.

In this episode, Wes dives into the often-overlooked role of tires in retention. He shares how leveraging manufacturer programs, optimizing inventory, and fostering customer awareness can dramatically boost retention rates. Wes also highlights the critical opportunity dealerships have with EVs and why tires will become an even bigger focus as other maintenance needs decline.

Takeaways from this episode:

• The surprising impact of tire sales on customer retention
• How to overcome common challenges like inventory management and space constraints
• Why EVs make tire expertise essential for service departments
• Practical steps to increase tire penetration and keep customers coming back

Resources

Connect with Wes on LinkedIn
Connect with Bill on LinkedIn
Follow Roadmap Retention on LinkedIn
Retention Roadmap YouTube Channel