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How a Tire Shop Increased
Close Rates by 281%


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. 

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AUTOMOTIVE INDUSTRY CASE STUDY

Company

Gerald’s Tires and Brakes

Industry

Retail Tire & Repair

Location

Headquartered in Charleston, SC

Background

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.

automotive industry workers
0
Employees
0
Locations

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.

The Challenge

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.

Plan to Get More Tire & Brakes Appointments

    #1 – Track how many calls their website was producing.

#2 – Start booking more appointments over the phone.

The automotive group immediately added local phone numbers on their website and dynamic number insertion to track the number of calls their web marketing produced.

They suspected that their website was not producing many calls, maybe between 100 – 150 calls each month. To his surprise, he learned that the website was actually producing 400-500 calls per month. The print advertising they were spending the majority of their money on was generating almost no calls.

“We were stunned! You’ve got to be kidding me.”

Additionally, Convirza started scoring calls for Gerald’s Tire and tracking phone close rates —defined as whether or not the caller books an appointment.

Convirza was an integral part of Gerald’s stunning success.

  • Estimated Website Calls
  • ACTUAL Website Calls
  • Print Advertising

Digital Marketing Results

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.”

PRE-CONVIRZA WEBSITE CALLS 9%
9%
WEBSITE CALLS WITH CONVIRZA 100%
100%
PRE-CONVIRZA CLOSE RATE 11%
11%
CLOSE RATE WITH CONVIRZA 42%
42%

Close Rate Growth

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.”

The Future for Gerald’s Tire & Brakes

 

“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.”

Call scoring drives higher call volumes and better quality for the auto industry.

 

How much can you grow?

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