We spoke with the President and CEO of Tire Profiles, Dave Boyle to see why dealers have struggled in the tire market for decades. Selling tires can add a big boost to your business. Tires are not a loss leader. They provide value to your store making you a one-stop-shop. No matter what customers are going to shop pricing, if you can offer them pricing that is competitive they are more likely to purchase tires through you. Properly pricing tires will help you remain competitive and maximize your margins. Explaining to the customer the value of tires through your store can take time. They likely just see the price. Simplify the process for the consumer and show them one or two options for their current situation. Explain the difference between the options. Act like you are explaining this to your mom and inform your customer on the tire that will give them the best value.