Activity #1.1: Package of Value

Purpose: Evaluate based on your dealership supply and where you stand.

Use the Package of Value (POV) sheet to see how you rate versus your competition. They may sell exactly the same line of tires you do, so what makes you better in the market? You need to be able to tell the “story” of why they should switch their business to you, what that will include, and who is affected, and how this will add value to them.

Rate how well you believe you perform versus your key competitors. Focus on your two major competitors, and then over time build a complete portfolio of all your competitors.

For example –

  • When looking at your service, would you rate your dealer’s capabilities as weak, medium, or strong in the market?
  • Then, rate the competitor’s service as weak, medium, or strong.
  • By comparing this allows you identify where to lead sales conversations or be prepared to handle potential road blocks that may come your way.

Remember to continually review this document as you and your competitors’ capabilities can/will change! These regular reviews will help you to formulate your rationale for customers to do business with you. If your company has a Mission Statement write it here:

Mission Statement –

Your company’s Mission Statement should help you craft your message since your message should support the statement’s priorities.

You are looking for the customers’ areas of weakness (e.g., lack of “after hours” service, slow retread turn around time, Etc.)

(Use updated POV sheet)

Instructions:

Fill out this Package of Value (POV) worksheet to rate your capabilities against your competitors in your market. The goal is to understand your top competitors strengths and weaknesses compared to your companies. This will allow you to frame your sales message to maximize opportunity areas based on comparing where you are strong as well as awareness of opportunities for improvement.

POV Component / Our Offering / Competitor
( ______) / How I Promote This Offering
Weak / Med / Strong / Weak / Med / Strong / Never / Some / A Lot
New Tires
1.
2.
3.
4.
“Quality” Retreads
1.
2.
Retread Turn-around Time
(How many days?)
Cap and Casings
“Quality” Tire Repairs
New Wheels and Rims
Wheel and Rim Refinishing
ERS
Local 24-Hour Road Service
Tire Inventory Management
Casing Asset Management
In-Fleet Tire Repair Training
On-Call Yard Services
Emergency Yard Services
New Tire Warranty Recovery
Retread Warranty Recovery
Tire Mounting/Dismounting
Mounted Wheel Program
Alignment Service
Brake Service
Tire Disposal
Wheel Balancing
Mileage Graphs
Cost Per Mile Analysis
Total Tire Cost Analysis
Fleet Survey
OOSTA
BASys Manufacturing Reports