Aligning the profit column. (automobile wheel alignment) (Special Auto Service Section)

Alignment jobs can be sold as either preventative maintenance or a cure for an existing problem. The approach to use depends on the circumstances and what the customer believes is needed.

When asked to list the benefits of wheel alignment, the typical customer will say things like "reduced the wear, improved steering stability, better handling, better fuel economy" and so on. And he's right. All these things are valid benefits of properly done wheel alignment. The easy part is selling the benefits; the hard part is getting your customers to realize when they need such benefits.

Most wheel alignment jobs are sold when new tires are bought, either to protect the investment that's being made in new tires or to correct a tire wear condition that caused the old tires to wear out.

Toe, as you should know, is the most critical tire wear angle. Only 1/8" of toe misalignment produces scrub equivalent to dragging the tire sideway 28 feet for every mile that's traveled! A feathered wear pattern on the tires is a sure sign of toe …