january-february

22 S omeof themany4x4projects on theminds of off-roaders include axle strengthening, bridging or replacement, an investment in air lockers (or e-lockers), and custom fabrication of any kind. For veteran off-roader DanGuyer, Category Manager of Wheels & Tires, add ring and pinion upgrades, differential work, frame repairs, and gear swaps to the list. As a shop owner, it’s important to position yourself as a specialist who’s experienced to take on the job. “Leverage past projects, whether through clubs or social media,” said Bremner, who encourages shop owners to break out the archives. “If your shop does a lot of bolt-on accessories but you have a portfolio that shows re-gearing and axle swaps, then share those projects (to attract off-roaders). If you’re a one stop shop, make sure customers know you are,” he continued. Park the project vehicles out front, get the staff involved in redesigning the showroom, and coordinate events and trail runs to connect one-on-one with customers. “Learn where they’re going and join them! The more they see you in the field, the more they’re going to trust you to work on their rigs,” said Bremner. In themidst of giving that showroom a winter makeover and marketing your shop to take on some challenging projects, don’t overlook the importance of evaluating inventory turns, making adjustments for the season ahead, and ensuring the right brands and products are in stock. Inaddition to recoverygear likewinches and straps, Bremner suggests stocking up on popular tire brands and common sizes as space allows. “This is especially important when trying to appeal to the guys who do wheel year-round,” he added. Moreover, take note of the current trends and snatch the low-hanging fruit. For example, the overlanding scene is growing among 4x4 vehicle owners who want the flexibility of exploring the path less traveled with their vehicles serving as a base camp during the adventure. “Displaying air mattresses, tents, coolers, and other camping-themed products help the sale, as opposed to just handing customers a catalog,” said Bremner. Perhaps the most important lesson of all, smart business owners understand there is no off-season— just new opportunities. The off-road seasonmay bewindingdown this time of year, but that doesn’tmean foot traffic at your shop has to as well. David Bremner, Keystone Canada outside sales, explained how this crowd tends to push the limits of their rigs in late fall. After all, they know they have all winter to fix them. 4x4 Shops in Winter Appealing to Off-Road Customers During the Off-Season NEW Jeep ® JL Products Available (A15) Full catalog of high performance intake systems and air filters,multiple exhaust options for those looking for both street and off-road performance,and full line of suspension upgrades for both stock and lifted Jeep ® JL’s. Many more options available Part No. Description 37L7001P RaceRunner Leveling Kit 37D7001F RaceRunner 2.0in Front Shock Kit For 0-2in Lifts 37D7001R RaceRunner 2.0in Rear Shock Kit For 0-2in Lifts 4671000B Pro Series Rear DiffCover Black (Dana M220) 4948065B MACH Force-Xp 2.5in 409 SS Cat-Back High-Tuck Exhaust System 4948067P Rebel Series 2.5in 409 SS Axle-Back Exhaust System w/ Polished Tips 7513002B Magnum FORCE Pro GUARD 7 Cold Air Intake System w/ Black Tubing 7716205 Sprint Booster Power Converter