A few interesting comments in this video from a NADA University service expert:
1) 75% of consumers buy tires from the first service center that recommends a replacement.
2) showing reference tires that have “good” and “bad” tread depth is a compelling sales and education tool for consumers.
3) because tire specialty stores (e.g. Goodyear) often offer tire rotations for free as a loss leader, dealers should be flexible on tire rotation pricing.
The only caveat I’d add to #1 is that a customer deciding to approve the sale (being part of the 75% bucket) does not suggest that the customer is satisfied. Dealers’ abysmal customer retention rates prove this. The dealer’s goal should be to get the sale and to communicate it clearly and respectfully. A focus on education during the sale, implied by #2 above, is a good start.