Case Study: How In Motion Brands Helped Double Tire Sales in Just 90 Days
The Challenge: Great Teams, Missed Opportunities
Across every multi-location tire business, one challenge repeats itself: inconsistency. Every advisor handles calls a little differently, and those slight variations add up to lost opportunities.
For this enterprise client, call volumes were strong, brand awareness was high, but sales conversion lagged.
Advisors were taking calls, answering questions, and sending quotes, but too few conversations turned into appointments.
That’s when In Motion Brands stepped in.
Our goal: transform every tire quote call into a measurable sales opportunity.
Our Process: Turning Data Into Action
The project began by introducing call tracking and transcription across six locations. Thousands of inbound calls were captured, categorized, and analyzed using AI. Each conversation was reviewed for its structure, tone, and qualifying depth, with the findings tied directly to real sales data.
At the same time, we deployed our AI Service Advisor alongside human staff to measure real-world performance. The AI Agent was trained to follow the shop’s Standard Operating Procedures (SOPs), a structured, step-by-step consultative selling process that guided every conversation.
The AI Agent’s role was to consistently qualify customers, gather vehicle and tire details, identify needs, and summarize the information for a seamless handoff to a Human Service Advisor. The human advisor would then present recommendations, confirm pricing, and close the sale.
The AI Agent followed the SOPs 100% of the time, ensuring every qualifying question was asked, every detail was captured, and every opportunity was passed to the right person.
Establishing the Baseline
During the initial analysis period, we reviewed 1,800 calls over a 60-day period. Nearly half (43%) were tire-related, confirming that tire quoting was not just a seasonal need but a daily sales driver.
By running both call-tracking initiatives in parallel, we gained powerful visibility into how consistency affects conversion. Every call, whether human-handled or AI-assisted, was categorized by inquiry type, sentiment, and outcome, then tied directly to sales data. The results were clear:
- Advisors were polite and knowledgeable, but rarely consistent.
- Most calls ended before enough details were gathered to complete a quote.
- Only 20% of human-handled tire quote calls led to a sale.
- 28% of AI Service Advisor calls resulted in a sale.
When this first performance data was shared, managers saw a clear pattern: AI-assisted calls were converting 40% more often than human-handled calls. This discovery immediately shifted internal conversations from skepticism to curiosity. Leaders began asking what the AI was doing differently and quickly realized it wasn’t about tone or technology, but consistency.
The AI became the proof point that process drives performance. By following the SOPs on every call, it demonstrated that success wasn’t random—it was repeatable. For many managers, seeing the AI outperform their own teams was the catalyst for change. It reinforced that when you follow the right process, you create better customer experiences, stronger conversions, and more predictable results.
The AI’s strict adherence to process exposed the exact behaviours that led to stronger outcomes and gave teams a new performance benchmark to measure against.
The data formed the foundation for the next step: focused, practical training.
Training Implementation
After establishing the baseline, we deployed a simple but powerful training program built around a consultative approach to selling tires.
This approach ensured every advisor could quickly qualify the customer, tailor recommendations, and guide the call toward a clear next step.
Training sessions focused on integrating these questions naturally into conversation, maintaining a friendly tone, and closing confidently by offering an appointment or a quote summary.
Advisors used the established process in everyday calls, strengthening consistency and reinforcing the habits that drive measurable results.
Post-Training Review
Six weeks after training, In Motion Brands conducted the first follow-up, analyzing calls to evaluate behavioural changes.
The difference was striking.
Advisors were not just more confident; they were consistently following the SOP.
- Asking for year/make/model jumped from 9% → 30%
- Asking about installation timing grew from 4% → 31%
- Questions around brand preference and budget became common practice
Conversations became more structured, efficient, and personalized. Advisors were better at steering the discussion toward booking, reducing hesitation and missed opportunities.
Customers, in turn, responded with higher engagement and clearer buying intent.
The foundation for measurable growth was firmly in place.
Three-Month Follow-Up
The final review, covering 3,300 calls over a 90-day period, measured the sustainability of those improvements and their impact on actual sales performance.
Even as call volumes grew, advisors maintained their consistency in following the 5-question SOP. Most now asked three to five qualifying questions per call, compared to one or two before training.
This deeper engagement directly translated to better outcomes.
Measured Results
- Total Close Rate: increased from 20% to 40.6% (+101%)
By the end of the third month, advisors were closing twice as many sales opportunities as before, proving that structure, discipline, and follow-up drive real results.
Turning Data into Culture
The key wasn’t technology alone; it was accountability.
AI-driven insights showed exactly where calls broke down and where advisors excelled. Training reinforced the right habits, and consistent measurement ensured progress stayed on track.
The combination of structure, coaching, and feedback created a culture of performance where every call mattered and every team member knew what success looked like.
According to one executive from the client’s leadership team, the shift was unlike anything they had seen before:
“I’ve conducted sales training on this exact consultative approach many times over the years, but never have I seen such immediate and impactful results. It seems that watching the AI Service Advisor demonstrate the approach — and outperform a human — might have motivated the team to finally embrace a consistent and strategic process. Seeing this team double their tire sales is staggering but not a surprise.”
The Takeaway
In a short period of time, In Motion Brands helped this enterprise client transform their tire quote process from inconsistent to unstoppable.
By combining data-driven insight, structured training, and ongoing measurement, the team achieved a 101% increase in sales close rates, without adding new staff, changing pricing, or increasing marketing spend.
Because when you connect human skill with structured process and measurable feedback, you don’t just get more calls; you get better conversations, stronger relationships, and lasting results.
Ready to Transform Your Team’s Tire Quote Performance?
Discover how In Motion Brands can help your advisors turn more conversations into confirmed sales. Let’s start the conversation.