Richard Balan is the President of RTA Holdings, a company specializing in aftermarket vehicle outfitting, particularly commercial vehicles and off-road accessories. Notably, Raven Truck Accessories, under Richard's leadership, has successfully integrated with Trail Tire to create one-stop locations for customers, leveraging Trail Tire's extensive network and RTA's accessory expertise. Originally from Winnipeg, Manitoba, Richard has a diverse background, having worked in the communications industry before joining the family business over 20 years ago. 

In this episode…

How do two distinct industries, like tire retail and automotive accessories, combine to create a comprehensive customer experience? What happens when a company decides to expand its horizons by merging complementary services?

According to Richard Balan of RTA Holdings, he integrated his family's business with Trail Tire to solve the challenges of providing a one-stop shop for customers seeking both tire services and automotive accessories. By recognizing the synergy between Raven Truck Accessories' expertise in aftermarket vehicle outfitting and Trail Tire's established tire service network, Richard illustrates how they aimed to fill a market gap. This collaboration not only streamlines customer experience, but also enhances service efficiency by combining tire and accessory needs under one roof. 

On this episode of Gain Traction, Mike Edge talks with Richard about the integration of tire services and aftermarket accessories — unpacking the detailed journey of merging RTA Holdings with Trail Tire. Richard discusses the importance of understanding market needs and how their collaboration aims to revolutionize customer service in the automotive industry by providing comprehensive solutions. The conversation touches on leadership philosophies and strategies for maintaining long-term staff relationships.

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

• [02:23] Richard Balan's journey from Winnipeg to industry leader
• [04:58] The strategic vision behind the Trail Tire and Raven Truck Accessories merger
• [06:05] Why a one-stop shop for accessories is beneficial
• [13:27] Trail Tire's community-focused business model
• [14:36] How Trail Tire plans to expand its market presence
• [19:07] The selection process for becoming a Trail Tire dealer
• [27:00] Richard recalls humorous tales from his hockey- and bourbon-fueled adventures

Resources mentioned in this episode:

• Richard Balan on LinkedIn
• Raven Truck Accessories
• Trail Tire
• Wayne Gretzky Fantasy Camp
• Mike Edge on LinkedIn
• Tread Partners

Quotable Moments: 

• "Hearts and minds connected forever; if you earn them, you've got loyalty beyond measure."
• "This too shall pass; sometimes you need the rain to see the growth."
• "When customers are on-site, they can get those other things we sell that complement tires."
• "With the locations that Trail has, our goal will be to ship the products to those locations so the consumer can pick it up."
• "The great thing about working with the Trail team is they recognize the importance of community and team members."

Action Steps: 

1. Leverage complementary business opportunities: By integrating different services, businesses can provide a one-stop shop for customers.
2. Focus on customer relationship building: Establishing deep connections with customers helps overcome the challenge of customer churn and creates opportunities for sustained growth through trust and relationship-building.
3. Embrace geographical and market-specific needs: Understanding the unique needs of a particular market addresses the opportunity of meeting local demands and ensures a competitive edge.
4. Prioritize staff appreciation and support: Creating an environment where staff feel valued and supported leads to high employee retention and better service delivery.
5. Seek strategic partnerships for growth: Collaborating with complementary businesses effectively addresses the challenge of market expansion and maximizes growth opportunities.

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.