How can I honestly hold 30% margins? How can I compete?
You don't! Tire Rack substitutes the foreplay, and the customer tells you what they want to pay. Deal or no deal? They've taken out the courting and romance in buying tires by providing data and pricing to your door. I freely admit that I love the Tire Rack....(and so do you if you're looking for a 275/35R18 Conti Sport Contact 2 N1, in 2 days). But most tire people I meet, don't like them, or worse won't admit to it, because they have benchmarked the price of their tires. Do you buy from your competition?
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