Premier Wheel Rentals Opens in Greensboro, NC.

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Seventeen-year RTO veteran Tom Gould was happy and successful as regional director for RAC. He had watched the industry develop, watched the players change and even been through several buy-outs with the company he started with in Greensboro, NC in 1990. Tom always put in a good day’s work and then some, advancing to manage as many as 61 stores in four states. But entrepreneurial blood runs thick in a Gould’s veins, and he couldn’t help noticing new opportunities within the RTO industry, one of which was in wheel rentals. He saw several RTO companies branching out into that business, and he knew the time was right to be part of it somehow. He’ll open his new Premier Wheel Rentals store soon in Greensboro.

“I come from a family of entrepreneurs,” says Tom. “I feel that it is the right time for wheel rentals and that the product is right. I want to capitalize on a fairly new concept in rent to own that’s growing. I want to go out there and take advantage of that, not wake up later and wonder if I should have done it.”

Wheel rentals has come to the RTO arena within the past 10 years and is popular among customers who want to distinguish themselves through their automobiles but who may not have the money or credit to do so. “Wheel rentals gives people the chance to experience the American way – instant gratification,” says Tom who adds that it is the up-and-coming facet of the RTO industry, and all the big RTO companies are either offering it or testing it.
Recognizing its potential and the overlap with RTO customers and RTO business practices, Tom did his homework. He researched who was offering wheel rentals and how they were doing it. And he concluded that there was really only one company with the experience he felt he could count on as he launched his own business: Premier Wheel Rentals. He found that while a relatively new business within the Premier family of companies (that also includes Premier Rental-Purchase, Premier Home Furnishings and U-Gethcha Cash Services) Premier Wheel Rentals offered the expertise of its president, Scott Savell, known in the industry as a pioneer of wheel rentals since the concept first rolled.

“I went with Premier because Scott has been doing this for 12 years. He has lots of experience and is available to me. All I have to do is hit the phone to get my questions answered.”

And there have been questions. Wheel rentals presents a steep learning curve for any RTO owner- operator. According to Scott, there are many overlaps between RTO and wheel rentals, and wheels is a natural addition to an RTO operation. But then there is the issue of providing custom automotive products and services to factor into the business, and that requires extensive knowledge.

“People don’t realize how highly customized this business is and the importance of becoming knowledgeable about tire sizes, offset, vehicle makes and what fits and what doesn’t when going from stock to custom. It is incredibly precise and difficult,” says Scott. “That’s what the competition doesn’t get. And that’s one reason Premier has been so successful – it attracts dealers across all its companies who prioritize customer service and understand the importance of making things work for their customer, getting him just what he came through the door for. This trend will continue to be evident in Premier Wheel Rentals dealers who are willing to go that extra step to bring quality care to their business. That’s what sets us apart. And it describes Tom. I am so excited he has joined Premier.”

Tom understands that he’s entering a custom world and he’s grateful he has Scott’s support. And while he has much to learn, he knows from his own experience how to treat his customers, right from the moment they enter his store. “I believe in greeting people and, even if I’m with another customer, welcoming someone to Premier when they walk in the door. I am happy to see them. Their phone call won’t be an interruption in my day but the reason I’m here.”
In addition to keeping customers satisfied, Tom isn’t afraid of keeping them on track with collections. Once a top 100 operator working for the largest RTO company in the world, he had earned a reputation for running some of the best collections in the company by keeping past dues as low as possible and by doing things right on the front end. “You need to say no when a person doesn’t meet the criteria. You have to make sure a customer does what he is supposed to do but also be a sales person to make a delivery.” He feels being oriented that way will be an asset in his new business and carry over nicely into wheel rentals.

Both Tom and Scott agree that along with customer service and a growing understanding of custom wheel rentals, there is another key factor that will bring success to Tom’s new business –the depth of experience in franchising that the Premier Companies’ president/CEO Trooper Earle brings to the table for an incredible opportunity for any dealer.

“The assistance and expertise offered by Premier as a franchising organization completes the package,” says Trooper. “RTO and wheel rentals are a logical fit. But as logical as it sounds, it’s impossible to make it happen successfully without the in-depth understanding of the wheel rentals industry that someone like Scott offers, an experienced RTO /entrepreneur who is willing to learn the nuances of that industry, and the franchising expertise to back up a dealer and give him or her an edge. Even though wheel rentals is fairly new to Premier, the steps involved in opening a successful franchise carry over as does Premier’s commitment to continued support.”

“I appreciate the ways Premier has helped me get my business going, with the business plan and in helping me find my building, etc. It’s what I expected, what I was looking for,” says Tom.

While Tom knows there are many 60-hour weeks of work up ahead, and that is what he thrive on, he looks forward to some flexibility in his schedule as owner-operator of his Premier Wheels store.

“I want to go fishing with my dad. Having my own business will allow me some flexibility on Saturdays and at other times that weren’t flexible before. I’ll be my own boss!”

It’s the beginning of a new era for him as he ventures out to capture his share of opportunities in a new yet related industry. He’s eager to transfer important knowledge and experience to his own operation and feels very much supported by the Premier network that is right there with him.