Gain Traction

Ron Dolan is president of Sailun Tire North America, where he works with tire dealers on brand programs and supplier relationships. His work with value tire brands includes supporting counter staff and developing a strategy that gives dealers protected territories. He brings a supplier’s perspective on changing customer preferences and the pressures facing independent tire businesses.In this episode…Drivers are trying value tire brands to lower the cost of a new set, and Ron Dolan says customers who first bought on price are returning because of their experience with the tires. Mid-tier brands face pressure when their names are familiar to tire professionals but unknown to shoppers. For owners managing several locations, choosing a tire line means considering what customers recognize and what the team can confidently recommend.Customers often rely on the shop to guide that decision. Ron describes how Sailun supports counter staff and uses dealer feedback to shape its programs, while online reviews increasingly influence purchases. He connects lasting supplier relationships to consistent service and honest communication, particularly when a delivery problem or another disruption affects the dealer.National chains add another source of pressure for independent shops. Ron argues that focused local marketing and an owner’s involvement give dealers room to compete in their own communities. Supplier programs also affect their position. Sailun uses separate brands with distinct tread designs and protected territories to give dealers more control over pricing and the margins they earn.Here’s a glimpse of what you’ll learn: [05:30] Why customers keep buying value tire brands[07:35] Why mid-tier tire brands struggle with consumer recognition[12:43] Supporting the counter staff who recommend your tires[15:16] Building lasting business relationships through honest communication[22:36] Taking calculated risks and learning from business failures[28:41] Competing with national chains as an independent tire dealer[38:34] Protecting dealer margins with exclusive territoriesResources mentioned in this episode:Ron Dolan on LinkedInSailun Tire North AmericaTread PartnersGain Traction Podcast on YouTubeGain Traction Podcast WebsiteMike Edge on LinkedInQuotable Moments:“The first part is we have to get the tires on the shelf, and then we have to help the people sell them, make them leave so they can reorder them.”“You know, it's better to be respected than liked.”“And sometimes you just got to take a chance and move.”“What I'm saying is it's not doomsday for the independent.”Action Steps:Review repeat purchases by location. Pull a sample of returning tire customers at each store and check whether they bought the same brand again. Compare results for the value tire brands you stock and ask staff what customers reported about the first set.Prepare staff to explain an unfamiliar brand. Choose one tire line your stores stock and have each manager collect the questions customers ask about it. Send those questions to your supplier and use the answers in the next counter staff meeting.Confirm territory protection before the next order. Get written clarification from each supplier on what its territory protection covers and which nearby dealers carry the same line. Use those terms when reviewing pricing and gross margin at each location.Review local visibility store by store. Check the geographic reach of each location’s advertising and search for the tire brands your stores sell. Make each store’s tire offering easy to find on its location page and identify customer questions the page needs to answer.Put a review date on the next business trial. Choose a single change to test, such as a different tire line at one location. Record the cost and target gross profit before launch, then set a date to review the results and decide whether to continue.

Samuel Felberbaum is president of Prinx and Fortune Tire Brands, leading their growth in the United States and Canada. Over roughly four years, the company has expanded from about 12 employees to more than 20, adding supply chain and logistics support as sales have grown. His perspective on choosing a tire supplier comes from building a business that serves distributors and retailers.In this episode…A tire supplier’s price affects the margin on each sale. Product quality affects the work that comes afterward. For a multi-location operator, the purchasing decision has to hold up at every store, including when a customer brings a tire back or a shipment takes longer than expected.Mike Edge shares one dealer’s experience selling Fortune tires with few returns and room to earn a profit. Felberbaum connects that experience to offering the products and sizes customers need at a fair price. The dealer needs enough margin to keep carrying the line, and the customer needs a product worth recommending.The manufacturer’s sales model also shapes the relationship. Prinx and Fortune sell through distributors and retailers without selling directly to consumers or online. Retailers handle the consumer sale, so the manufacturer’s attention stays on supporting the businesses carrying its products.Delivery information is another part of that support. Felberbaum says customers now receive links to track their containers throughout transit. The tracking information helps them coordinate incoming shipments and return containers to port on time. Knowing where a shipment is does not make it arrive sooner, and he acknowledges that faster delivery remains an area for improvement.Here’s a glimpse of what you’ll learn: [02:14] Expanding the team and adding warehouse support as demand grows[06:10] Developing all-weather tires and distinct products for each brand[08:30] Supporting dealer margins without selling directly to consumers[14:01] Giving dealers greater delivery visibility through container tracking[18:02] Putting company values into practice with employees and customersResources mentioned in this episode:Samuel Felberbaum on LinkedInFortune Tires WebsitePrinx Chengshan Tires NA WebsiteTread PartnersGain Traction Podcast on YouTubeGain Traction Podcast WebsiteMike Edge on LinkedInQuotable Moments:“So we do not sell direct to the consumer.”“All we ask is the opportunity to come to your place of business and meet with you.”“We spent a lot of time evaluating how we can get better.”“The people that are part of the company need to live the core values each and every day.”Action Steps:Review profit and returns by location. Pull the last 90 days of tire sales for each store. Compare gross profit with return and complaint records before increasing orders for a particular line.Document the supplier’s sales channels. Review the manufacturer’s direct-to-consumer and online sales policies when choosing a tire supplier. Make those policies part of the purchasing review with the managers responsible for tire sales.Confirm replenishment options for every store. Ask which distributors serve each location and which product lines have warehouse fill-in support. Record the ordering route for routine replenishment separately from direct container purchases.Check the visibility of an open order. Request its current status and next delivery milestone, then give the receiving manager access to updates. For direct container purchases, add the return-to-port deadline to the receiving plan.Schedule a working meeting with the supplier. Bring recurring product and service problems reported by store managers. Assign an owner and completion date to each agreed follow-up so the meeting produces work your team can track.

Jonathon Gutierrez is an outside service technician with Pomp’s Tire Service in Wyoming, Michigan. He previously handled roadside commercial tire calls and helped train newer technicians. His firsthand account of the dangers of roadside tire service comes from a 2021 call on I-96, where a box truck struck the semi his team was working on and their service truck.In this episode…The dangers of roadside tire service become immediate when a technician is working beside highway traffic. Jonathon was supervising a trainee on a semi truck’s left steer tire when he saw a box truck drift across the shoulder line. It struck the semi and their service truck while the trainee was underneath.For multi-location operators, roadside technician safety depends on consistent preparation across service trucks and shops. Jonathon searched for a medical kit in the damaged truck, then gathered supplies from people at the scene while caring for Josh. The conversation also covers Josh’s recovery and the demands of nighttime roadside calls.Here’s a glimpse of what you’ll learn: [02:04] A roadside call becomes a training opportunity[04:15] A box truck strikes the service site[10:09] Jonathon gathers supplies to care for Josh[17:34] Josh recovers and returns to tire work[19:51] Roadside technicians keep truck drivers moving[21:05] Night calls place more demands on techniciansResources mentioned in this episode:Pomp’s Tire Service WebsiteTread PartnersGain Traction Podcast on YouTubeGain Traction Podcast WebsiteMike Edge on LinkedInQuotable Moments:“You cannot have a bad day with a good attitude.”“So I want to say, from the time I seen it to the time it stopped, about 15 seconds.”“It's like we got to get you patched up, and that's when I started looking for medical supplies.”“So it's like every time those truck drivers are down, we're there for them.”“All you have is your wits, a phone, and just everything you've learned throughout your you know your career.”Action Steps:Flag highway shoulder calls during dispatch. Confirm who is supervising a trainee before sending the service truck.Inspect each roadside service truck’s medical kit and make sure assigned technicians know where to find it.Rehearse an emergency response in which a coworker is injured and the service truck is damaged. Assign who calls for help and who directs responders to the scene.Review the dangers of roadside tire service at the next operations meeting. Compare dispatch procedures and emergency contacts across locations.Check the phones used for night calls and confirm technicians have the current shop and emergency contact numbers.

Scott Anderson is President and Chief Operating Officer of GreatWater Garages, also known as GreatWater 360 Auto Care. At the time of recording, the company’s network included 171 locations. His work with independent owners considering ownership transitions gives him a direct view of selling an auto repair shop and the preparation required before an owner steps away.In this episode…Before selling an auto repair shop, identify the work that still depends on your involvement. A vacation exposes the decisions that managers continue to send your way. Anderson looks at who runs the business during the owner’s absence, including who takes responsibility for hiring and employee development. For owners operating several locations, those responsibilities deserve attention at each shop.Retirement plans and operational readiness follow different timelines. Anderson describes owners who are still handling substantial sales or repair work while considering a sale. Preparing the business for their departure takes time, and some transitions develop over years. A health problem or family responsibility compresses that timetable and leaves less time to prepare the people taking over.Clean financial records help a buyer assess the business, while conversations about the team reveal how it will function after the sale. Employee arrangements also need attention. Anderson describes owners providing benefits such as vehicle access or tuition support that extend beyond regular compensation. A buyer needs to understand those commitments before deciding how to support employees through the transition.Accountability continues after ownership changes. Anderson describes returning after 45 days to ask employees whether GreatWater has honored its commitments. The conversation also addresses the resources a larger network provides, including shared spending on health coverage and diagnostic technology.Here’s a glimpse of what you’ll learn: [05:08] Balancing preparation with timely leadership decisions[08:22] Why shop owners struggle to prepare for retirement[11:21] Using the vacation test to prepare your shop for sale[15:29] Finding an acquisition partner who values your team and legacy[24:02] What owners can expect when approaching GreatWater about a sale[26:26] GreatWater’s plans to reach 200 shops and eventually 500[28:21] How a larger network makes benefits and technology more affordableResources mentioned in this episode:Scott Anderson on LinkedInGreatwater Garages WebsiteTread PartnersGain Traction Podcast on YouTubeGain Traction Podcast WebsiteMike Edge on LinkedInQuotable Moments:“And the reality is, it still comes down to people.”“It's the employees that are making it work, and it's the legacy of the brand and the niche that they've built, you know, in their marketplace.”“The decisions we make primarily revolve around employees.”Action Steps:Schedule a controlled absence test. Set aside a half-day when location managers handle routine decisions without your involvement. Ask them to record the issues they resolve and the ones they escalate. Review the results by shop to identify gaps in authority or training.Transfer a recurring management responsibility. Choose a decision that regularly reaches your desk and assign it to the appropriate manager. Write down their authority and the circumstances that require escalation, then schedule a review of the decisions they make.Prepare the financial records needed for selling an auto repair shop. Request current financial statements for each location from your bookkeeper. Review unclear entries and document the explanations before sharing the records with a prospective buyer.Document employee arrangements beyond wages. Record benefits and commitments at each shop, including vehicle access or tuition assistance. Bring those arrangements into acquisition discussions so the buyer understands what employees currently receive.Write down the commitments you expect from a buyer. Prepare questions about employee support and the shop’s local identity. Ask how those commitments will be communicated and who employees will contact when a promise has not been met.

Jason Lightbody is co-owner of Houska Automotive, a 40-bay repair business in Fort Collins, Colorado. A military veteran with a background in tire shop management, he joined Houska in 2010 and helped expand its tire and heavy-duty service operations. His approach to hiring automotive technicians draws on that operating experience and the company’s investment in employee development.In this episode…An open technician position puts pressure on the people carrying the workload. Filling the position addresses the immediate schedule, but the person joining the team also needs the skills and support to meet the shop’s repair standards. Across multiple locations, those expectations need to hold from one shop to the next.Jason describes an earlier approach at Houska that kept production moving but brought in people with little interest in developing a career. The company changed its approach to hiring automotive technicians by seeking skilled candidates and supporting them with strong pay and benefits. He reports low turnover and recalls more than 50 applicants for one technician opening.Several candidates were worth bringing onto the team. Houska adjusted existing roles to make room, including moving a younger technician alongside a shop foreman for additional training. Recruiting experienced people and developing current employees became part of the same staffing decision.The commitment continues after the offer. Houska tested technicians on electrical repairs to establish a consistent process and invested in technical and leadership training for managers. For operators overseeing several locations, the practical work is defining the repair standard and giving managers the training to reinforce it.Here’s a glimpse of what you’ll learn: [02:03] Building automotive management expertise through tire and repair operations[04:04] Using tire services to increase customer visits and retention[11:55] Building a technician hiring strategy around compensation and development[14:07] Establishing consistent repair standards backed by quality parts[17:24] Using the 300% rule to guide transparent repair recommendations[23:04] Managing shop expansion through operational lessons and complementary partnerships[26:23] Strengthening shop teams through diverse employee perspectivesResources mentioned in this episode:Jason Lightbody on LinkedInHouska Automotive WebsiteTread PartnersGain Traction Podcast on YouTubeGain Traction Podcast WebsiteMike Edge on LinkedInQuotable Moments:“100% of those inspections get estimated, and 100% of those estimates get presented to the customer.”“We had to learn how to run a tire company.”“Leadership is humility.”Action Steps:Make the employment offer concrete. Update the posting you use for hiring automotive technicians with a clear pay range and benefits details. Describe the training attached to the role so applicants understand how they will develop.Review staffing needs across locations before making an offer. Have each manager identify the work that requires an experienced technician and the employees who need closer supervision. Assign a foreman and schedule training for technicians moving into apprentice roles.Standardize one recurring repair. Ask each location to demonstrate how its technicians perform a common electrical repair. Agree on the procedure and required materials, then review the standard at the next shop meeting.Audit inspection follow-through. Review five completed repair orders per location. Check that each vehicle received an inspection and that the findings were estimated and presented to the customer. Address missing steps with the responsible manager.Schedule development and invite employee input. Have each manager select one technical or leadership skill to develop and book a training session. At the next team meeting, ask a newer technician to suggest a process improvement and assign someone to follow up.

Nick Best owns B&B Tire & Auto Care, a two-location tire and auto repair business in South Carolina. A second-generation shop owner, he learned the trade through hands-on work in his father’s business, including a year operating a service truck and time performing alignments. He is a Tire Pros dealer and a member of ITDG.His perspective on auto repair shop expansion combines experience in an established family business with the work of buying and developing a second location. Nick also participates in a 20 group with other multi-location owners.In this episode…A second shop needs its own operating approach. The people running it and the customers using it bring different demands. For a multi-location owner, the work of auto repair shop expansion includes deciding which processes to keep consistent and which ones to adapt.Nick expected to carry established processes into his second location. He was able to adopt many of them, but others required another look. Success at the original shop did not settle how the next one should run. Those differences need attention as soon as another location becomes part of the business.The ownership model also shapes the work. Nick’s father built a successful operation by staying closely involved with customers and daily activity. Nick respected that commitment while recognizing how difficult it was to take time off. He hired a business coach and began reconsidering how much of the operation needed his direct involvement.Having children gave his staffing decisions a personal purpose. Nick still works in the shop, but additional help gives him more choice over when he is involved. He values the time that support creates for his family more than the money saved by doing the work himself.Here’s a glimpse of what you’ll learn: [00:47] Nick Best and B&B Tire & Auto Care[05:19] Why processes need adjusting when adding a second shop[08:30] Building a team that reduces dependence on the owner[11:24] Understanding the responsibilities of taking over a family business[15:14] What retired business owners would choose to do differently[21:06] How salespeople create value through candid advice and useful information[26:56] How parenthood changed Nick’s priorities at work and homeResources mentioned in this episode:Nick Best on LinkedInB&B Tire & Auto Care WebsiteTread PartnersGain Traction Podcast on YouTubeGain Traction Podcast WebsiteMike Edge on LinkedInQuotable Moments:“So my model is very different now, and it starts with the people.”“Little did I know that I had it really good and easy working in the shop outside of running the business because that was where everything just piles up on you.”“It's not worth it to sacrifice what time I can get with them.”Action Steps:Review a shared process before standardizing it across locations. Make this part of planning auto repair shop expansion. Ask each manager to walk through how jobs move from the service counter to technicians, then document an adjustment needed at that location.Give a manager clear ownership of one recurring responsibility. Start with a task such as routine customer follow-up. Agree on the decisions they can make independently and when they need to involve you. Review the handoff at the end of the week.Ask a peer or coach for feedback on a specific operating issue. Schedule a short conversation with another shop owner or your business coach. Bring a process that needs attention and ask for a concrete change to test at your location.Get a retired owner’s perspective on time spent in the business. Contact an owner who has sold or retired. Ask what they would change about their daily involvement, then write down one responsibility to reconsider in your own operation.Arrange coverage for a family commitment. Put a commitment on next week’s calendar and discuss coverage with your manager. Confirm who will handle the work normally assigned to you during that time.

Ceasar Cordon is the outside business development director at Fifth Gear Automotive in North Texas. He entered the automotive industry in 2017 after working in electronics and gained experience in shop management and service advising before moving into business development. At Fifth Gear, he leads a team that builds referral relationships with other repair shops, a channel he says influences approximately 35% of the organization’s revenue. His perspective on auto repair shop expansion combines customer service experience with the practical work of reaching new markets.In this episode…Reaching customers in another city does not always require building another repair shop. Fifth Gear Automotive uses satellite service centers to establish a local presence while sending vehicles to existing shops for the actual work.Cordon describes permitting barriers in North Texas that made traditional expansion difficult. The company borrowed the operating model of a dry cleaner: customers use a convenient local storefront, and the service happens elsewhere. Customers also arrange vehicle pickup through these satellite locations.For owners planning their next location, the immediate decision is where to add customer access and where to add repair capacity. Those investments serve different purposes. Cordon reports that some satellite locations receive very little foot traffic, yet their local presence helps generate calls from customers who prefer a business in their own city.The lower overhead comes with operational responsibilities. Vehicles need transportation, calls need ownership, and customers need accurate expectations. Fifth Gear assigns satellite inquiries to an experienced service advisor who understands what its shops deliver. The storefront creates access; the existing operation still has to fulfill the promise.Here’s a glimpse of what you’ll learn: [01:31] Ceasar Cordon’s experience in shop operations and business development[03:54] Building customer trust through clear repair recommendations[06:48] Fifth Gear’s specialization in major repairs[09:15] Fifth Gear’s satellite model for auto repair shop expansion[15:47] Extending market reach through shop referral partnerships[19:19] Coaching service advisors to convert calls into shop visitsResources mentioned in this episode:Fifth Gear Automotive on LinkedInFifth Gear Automotive WebsiteTread PartnersGain Traction Podcast on YouTubeGain Traction Podcast WebsiteMike Edge on LinkedInQuotable Moments:“We aren't the cheapest, and that's fine.”“We don't know what we don't know, and we're okay with that.”“You overpromise, underdeliver, and that's never what you want to do.”Action Steps:Map one potential satellite market. Plot your existing shops and identify a nearby area you want to serve. Use Fifth Gear’s reported five-to-seven-mile range as a starting point for your own evaluation. Check actual drive times and vehicle transport requirements before selecting a location.Separate customer access from repair capacity in your expansion budget. Build a side-by-side estimate for a reception-only satellite and a full repair facility. Include staffing and vehicle transportation in the satellite estimate. Ground your auto repair shop expansion plan in the capacity your existing shops have available.Assign an experienced advisor to satellite inquiries. Choose someone who understands your repair capabilities and internal processes. Document who owns each customer’s call, transportation arrangements, and repair updates so the handoff between locations stays clear.Review customer calls with your service advisors. Schedule a session this week and listen to calls that resulted in appointments alongside calls that did not. Identify one specific response to improve, practice it together, and check its use in the next review.Start a focused referral outreach list. Identify nearby shops that do not handle the major repairs your team performs. Contact their managers to explain your capabilities and establish a clear referral contact. Give them a practical reason to trust you with work they send out.

Kyle Blankenhorn is co-owner of Ken’s Tire, a 50-year tire and automotive service business with three locations in Schuylkill County, Pennsylvania, plus a commercial truck tire center and road service operation. Its stores have warehouse space and carry roughly 2,500 to 3,000 tires per location.Kyle brings an operator’s perspective to tire inventory management, supplier relationships, customer retention, and hiring. He also helps lead a team of about 50 employees and reports very little turnover across the business.In this episode…Tire inventory creates two expensive problems: empty racks send time-sensitive customers elsewhere, while slow-moving stock consumes cash and warehouse space. Strong tire inventory management requires enough size and price-point coverage to serve the local market without treating every available tire as a necessary purchase.New vehicles continue to introduce additional tire sizes, making broad coverage harder for shops and distributors. Kyle’s position is practical: customers often buy the tire that is available because waiting until the next day interferes with work and daily responsibilities. The shop with the tire on hand often gets the sale, regardless of brand.First tire sales also shape the long-term customer relationship, at Ken’s Tire, repair work follows the trust built through tire sales, consistent service, and quality work. Customers return over time, and entire families continue using the business.The same operating discipline extends to hiring. Kyle prioritizes consistent work history over formal credentials because technical skills can be taught. A dependable employment record gives him greater confidence in the time, energy, and money required to train someone properly.Here’s a glimpse of what you’ll learn: [03:33] From career pivot to tire business leadership[05:38] Strategic tire buying and supplier relationships[08:06] Inventory capacity, product mix, and sales[11:36] Aging vehicles and rising repair demand[13:37] How tire sales build long-term customer relationships[16:55] A retention-focused approach to technician hiring[21:22] Hands-on experience as a technician training standardResources mentioned in this episode:Ken’s Tire WebsiteTread PartnersGain Traction Podcast on YouTubeGain Traction Podcast WebsiteMike Edge on LinkedInQuotable Moments:“The more you have, the more you sell.”“Bottom line, can’t sell from an empty cart.”“But he who has it is going to sell it.”“The only thing that matters to me is work history.”“I can teach you the rest of the way through.”“I do not want to train new people every six months.”Action Steps:Strengthen tire inventory management with a location-level report covering the past 12 months of sales. Separate high-volume sizes, steady sellers, aging inventory, and products with no recent movement.Track every lost sale caused by unavailable inventory for 30 days. Record the requested size, preferred price point, available substitute, and whether another location had the tire.Set minimum and maximum stocking levels for each store based on local sales history. Transfer existing inventory between locations before placing another order.Build a supplier reference sheet covering primary contacts, alternate sources, lead times, payment terms, and direct-buy opportunities. Review the list with every store manager.Add consistent work history to the technician screening process. Ask candidates how long they stayed in previous roles, then invest training resources in people who have demonstrated reliability.

Tara Conlin is a service manager and operator at Mango Automotive, an eight-location auto repair group serving Arizona, New Mexico, and Texas. She began her automotive career at age 18 and spent most of it as a service advisor before moving into leadership. At Mango Automotive, she grew one location while developing a people-centered approach to customer service in auto repair.In this episode…Vehicle repairs rarely feel like neutral transactions. Customers arrive concerned about transportation and unexpected costs. A cold reception adds to that stress before anyone inspects the vehicle.The old gruff, transactional service model no longer matches the expectations customers bring to today’s repair shops. Every employee departure also puts a familiar customer relationship at risk. Multi-location operators need consistent leadership that supports advisors, strengthens technician morale, and gives customers a reason to trust every location.A polished lobby helps set the tone, but the experience depends on the people running the shop. Conlin treats empathy as an operating practice that shapes customer conversations and gives employees room to address problems before those problems affect the team.Here’s a glimpse of what you’ll learn: [01:09] Tara’s transition from service advisor to shop manager[03:12] Understanding the personal stress behind a customer’s vehicle repair[09:12] How service advisor turnover affects customer trust[14:27] Making repair visits less stressful through a welcoming environment[18:52] Building a team that supports each other through difficult days[22:36] How a childhood book shaped Tara’s perspective on adversity[25:16] Tara’s experience as a woman leading an automotive teamResources mentioned in this episode:Tara Conlin on LinkedInMango Automotive WebsiteTread PartnersGain Traction Podcast on YouTubeGain Traction Podcast WebsiteMike Edge on LinkedInQuotable Moments:“These are people's livelihoods sometimes, right?”“A lot of customers really like that show and tell experience where they feel like they're a part of the process and not just, you know, getting the information second hand.”“One of the big contributors to what I feel like is my success is the culture and morale that we built.”“I, you know, I want them to feel like they are supported and that, you know, their work has value, they as a person have value.”Action Steps:Standardize the opening interaction. Set a location-wide expectation for customer service in auto repair that covers the greeting and the timing of the next update.Use explicit trust handoffs. When a customer’s preferred advisor is unavailable, introduce the replacement by name and state your confidence in that person.Assign a daily front-of-house reset. Check the floors, seating, refreshments, and overall comfort before opening each location.Schedule short weekly check-ins with advisors and technicians. Record one current obstacle and assign a clear next step before ending the conversation.Make visual inspections part of the customer experience. Bring customers into the shop safely or use photos to show the work instead of relying only on secondhand explanations.

Jeff Deans is Vice President of St. Lucie Battery & Tire, an 18-location tire and automotive service company based in Florida. His operating experience covers tire shop customer service, centralized phone support, reputation management, customer retention, and multi-location growth.During the company’s expansion, St. Lucie Battery & Tire built a six-person call center to handle advertised phone lines, appointment scheduling, and customer follow-up. Deans also works on the shared services and technology required to support further growth.In this episode…Busy service counters divide an advisor’s attention between the customer in the store and the caller on the phone. St. Lucie Battery & Tire addresses this conflict with a six-person call center that answers tire questions, manages appointments, and follows up with customers while store advisors remain focused on face-to-face service.Deans connects this approach to a broader view of tire shop customer service. Advisors need to avoid judging customers by their vehicles, take ownership of service problems, and recommend tires based on driving habits and long-term value. The same discipline guides expansion as the company strengthens its technology and shared services before adding locations.Here’s a glimpse of what you’ll learn: [03:12] Customer acquisition in a growing tire retail market[06:50] Centralized call handling and front counter service[13:11] AI-assisted sales coaching for tire retail teams[15:55] Tire recommendations based on driver needs and vehicle requirements[18:34] Resolving service issues and restoring customer trust[27:41] Building operational capacity for multi-store expansionResources mentioned in this episode:Jeff Deans on LinkedInSt. Lucie Battery & Tire WebsiteTread PartnersGain Traction Podcast on YouTubeGain Traction Podcast WebsiteMike Edge on LinkedInQuotable Moments:“You give what they need on the phone, they’re going to come in to see you.”“We take every opportunity with every customer real serious, and we try and capitalize and make the most of it.”“When something doesn’t go right, just put it in a headlock.”“And once they understand that they are important to you, it becomes an us against the problem type situation instead of them against us, even though we’re there to fix it.”Action Steps:Measure counter interruptions. Track call volume, abandoned calls, and interrupted customer conversations during one full shift.Assign phone ownership. Route calls to a dedicated employee or centralized team with access to scheduling, pricing, and inventory.Protect tire shop customer service. Keep advisors focused on active repair discussions instead of routine phone coverage.Review capacity before expanding. Resolve gaps in staffing, technology, and shared services before adding another location.