Tire article vague, lacked creativity

Dear Editor:

Upon reading your article "Get Tired" in your October 1997 issue, the contributed information, with the exception of Mike Britton’s comments, left me perplexed. As the previous National Sales Manager for Vittoria North America (Vittoria tires) I found the explanations and tips addressing the importance of tire sales for IBD’s somewhat vague -- it lacked the direction and creativity necessary for increasing sales.

Some extrinsic factors of tire marketing that I feel are critically important are not necessarily discussed or explained in the article. First and foremost, bicycle tires are the only connection point between the rider and the ground, providing the essential contact patch and the first element of suspension technology for all bikes. Secondly, bicycle tires are a commodity, not an accessory -- one of the few disposable component products that consumers will replace regularly. Thirdly, tire sales are an extremely important and viable profit center for all IBD’s.

Most retailers recognize the significant financial impact of these disposable components but have difficulty marketing them effectively. In my opinion, one of the best locations for merchandising tires inside any IBD is within a close proximity of the service department.

Additionally, I advocate periodic product clinics for employees (conducted by tire vendors) to help educate the staff and keep them informed of new manufactured products and technological enhancements. These seminars help to generate continued excitement amongst employees, which is essential for promoting and generating expanded sales of bicycle tires.

I concur, that tires mounted on built up wheels or rims with display cards are an extremely efficient, consumer friendly and advantageous sales tool for exhibiting these products. The majority of sales reps selling bicycle tires display their samples in this manner, proving that this method of merchandising is a proficient and beneficial sales device.

Manufacturers need to support their IBD network with these materials and merchandising tools which in turn will produce increased sales and profits, benefiting both retailer and supplier.

 

Stuart Kleinberg
Spokesman Enterprises, Inc.
Cave Creek, Arizona