Reed Parman is the President and Owner of Big Chief Tire, a company specializing in tire sales and auto services with five locations in Jacksonville, Florida. Big Chief Tire was founded in 1961, and Reed’s leadership has helped maintain its reputation for excellent customer service and long-term employee retention. Reed grew up in the tire business, starting by changing tires as a teenager, and has been instrumental in modernizing the company by implementing a digital inspection process to enhance customer transparency.

In this episode…

The automotive industry can be challenging for consumers to navigate, especially with the growth of large chain stores. How can a smaller business stand out and build customer loyalty?

According to Reed Parman of Big Chief Tire, transparency is key to building trust with customers. This includes using digital inspections to provide visual evidence of necessary repairs and clearly communicate the overall health of the customer's vehicle. Building relationships with customers is another important factor, which can be achieved by having tenured employees who provide consistent and reliable service.

On this episode of Gain Traction, Mike Edge talks with Reed about the history of Big Chief Tire, a family-owned business founded in 1961. He shares how his family has shaped the company's culture and values, emphasizing the importance of empowering employees and creating a family-like atmosphere. Reed discusses the challenges and rewards of running a multi-generational business and highlights Big Chief Tire's commitment to transparency and customer relationships as key differentiators in a competitive market.

Here’s a glimpse of what you’ll learn: 

• [01:55] How Reed Parman got his start in the tire business as a teenager
• [03:08] Why having the right people in the right seats is important
• [05:16] The origin of Big Chief Tire through a handshake deal
• [06:38] Reed reveals how his great-grandmother saved the family business
• [12:31] How empowerment impacts Reed's leadership style
• [15:41] Differentiating Big Chief Tire from competitors with transparency and trust
• [20:07] Transitioning from handwritten orders to a digital system
• [26:55] Reed shares a touching story of family and business resilience

Resources mentioned in this episode:

• Reed Parman on LinkedIn
• Big Chief Tire 
• Jared Kugel on LinkedIn
• Tire Agent 
• Mike Edge on LinkedIn
• Tread Partners

Quotable Moments: 

• "It's a huge undertaking to make sure that you have the right people in the right seats."
• "When there's trust in the automotive customer relationship, it changes everything."
• "If he supports me this much, it's got to be a good idea."
• "Our goal is to develop relationships and customers for life."
• "Our people are our story."

Action Steps: 

1. Focus on talent placement: Placing the right people in the right seats can boost morale and productivity, addressing the challenge of inefficiency in operations.
2. Empower and trust employees: Empowering team members fosters innovation and confidence, which can lead to better decision-making and a strong organizational culture.
3. Prioritize transparency with customers: Implementing practices such as digital inspections can build trust with customers by differentiating from less personable competitors.
4. Recognize and retain long-serving employees: Maintaining a stable and experienced workforce can be crucial for sustaining business success and continuity.
5. Adapt and innovate tech: Streamline operations and improve accuracy, meeting the challenge of keeping up with industry advancements.

Sponsor for this episode...

This episode is brought to you by Tread Partners. 

At Tread Partners, we provide digital marketing for multi-location tire dealers and auto repair shops. 

By using our strategy, branding, and marketing services, we help shops sell more tires and put more cars in bays.

We’ve helped companies like Action Gator Tire, Colony Tire and Service, and Ulmer’s Auto Care Center bring extreme growth in paid leads, ROI, and searches. 

So, what are you waiting for?

Visit www.treadpartners.com or email [email protected] to learn more.