J.D. Power: Shoppers influenced by tyre sales staff

ERJ staff report (DS)

Westlake Village, California - Research company JD Power has confirmed what everyone knew -- a smart tyre salesperson can influence the buying choice of the customer.

Most customers view tyres as a commodity and have not decided on a specific brand or model. Accordingly, -- and unlike salespeople in other industries -- the sales staff at the tyre retailers has a unique opportunity to influence brand choice.

Therefore, for tyre manufacturers, improving recommendation rates among retail salespeople is one of the most effective means of increasing market share.

However, the report also suggests that sales staff could be doing a better job. For example, in the survey, Firestone salespeople recommended Firestone 49 percent of the time and Bridgestone 28 percent. leaving almost a quarter of sales opportunities going to rival brands. At independent retailers salespeople often direct customers towards the brand that is their personal preference.

Reasons that salespeople recommend a particular tyre brand vary considerably by brand and manufacturer. For example, salespeople who recommend either Goodyear or Michelin brands most frequently focus on performance and handling. However, compared to Goodyear, Michelin recommenders are nearly twice as likely to stress attributes related to quiet ride and gas mileage. Goodyear recommenders tend to focus on price, value, and special sales or promotions, compared with salespersons who recommend Michelin tyres.

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Press release from J D Power