Gerald’s Tires and Brakes wanted to book more appointments. They needed a tool that was simple, inexpensive, and most importantly, something that managers and employees would actually use.
CompanyGerald’s Tires and Brakes |
IndustryRetail Tire & Repair |
LocationHeadquartered in Charleston, SC |
Gerald’s Tires and Brakes has 6 locations and 115 employees in South Carolina. Gerald’s Tires sells tires and brakes to retail customers and provides other automotive repair services as well.
Gerald’s focuses on efficiency. They demand specific, measurable, and time-oriented results from their vendors, employees, and internal programs.
Gerald’s Tires and Brakes wondered if they spent more money on online marketing, would they book more appointments. They needed a tool that was simple, inexpensive, and most importantly, something that managers and employees would actually use.
Gerald’s Tires simply didn’t know which marketing channels were effective and which were not.
“We literally had no idea how many calls our website was generating. We weren’t spending money to improve our website, and we didn’t market the website.”
David Ard, VP and General Manager
Gerald’s needed Convirza for another reason as well. Ard says his employees were not booking appointments when someone called their stores.
“Our guys were wasting calls. People were calling us and asking about tires, but we couldn’t book the appointment.”
Gerald’s Tires was not optimizing their marketing spend. They weren’t taking advantage
of the calls they were getting. They were wasting money and losing potential businesses.
Because of the data Convirza provided, Gerald’s Tire decided to revamp their website, spend more money on SEO and online marketing. And it worked.
In May, the website produced 1,489 calls. That’s an increase of over 300% from January. All because Convirza showed them where to spend their money.
“It has been incredible,” Ard says. “We had absolutely no idea before Convirza.”
Gerald’s discovered that their employees weren’t very good at closing business or booking appointments. When they first began using Convirza, only 11% of the incoming phone calls resulted in appointments.
“We were in the tank. We were not doing well at all.”
After 4 months of tracking close rates and implementing internal rewards programs to improve them, the close rate jumped to an average of over 42%. That’s an increase of 281%!
“As for closing deals, Gerald’s is doing better than we have in a long time.”
“Our management team, all of our employees, everyone, views Convirza as a spectacular success,”
Ard says.
And when we asked Ard if he would recommend Convirza to other tire retailers, his answer surprised us:
“No! I don’t want anyone using Convirza but us! I hope none of my competitors get a hold of this. If
you have tire shops—especially in the South—do not use Convirza.”
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