Generational Wisdom and Customer Focus With Clint and Clay Watts of Gerald's Tires & Brakes

Gain Traction

Feb 21 2024 • 24 mins

Clint and Clay Watts are the third-generation owners of Gerald's Tires & Brakes in Charleston, South Carolina. Their grandfather, fondly known as "Big Daddy," instilled in them the ethos of hard work and adaptability. From their humble beginnings transforming old gas stations into tire stores to evolving with the market's demands, Clint and Clay exemplify a commitment to learning and improving. Their dedication to customer service, ingrained from a young age through teachings of good morals and influential figures like Zig Ziglar, reflects their business philosophy: they're in the customer service business, they just happen to fix cars.

In this episode…

Every tire and auto repair shop prides itself on something — oftentimes, it’s a dedication to serving the customer. What are some ways a shop can make it clear to its customers that their patronage is important?

For Clint and Clay Watts of Gerald's Tires & Brakes, an unwavering commitment to customer service permeates every aspect of their family business. Drawing from the wisdom passed down by their grandfather and influential figures like Zig Ziglar, they have cultivated a philosophy that extends beyond mere transactions, emphasizing genuine care and respect for each customer. From small gestures like placing roses in customers' cars to engaging in meaningful conversations, the Watts family's dedication to service shines through in every interaction. These thoughtful touches, combined with a culture of trust and honesty, ensure that every customer at Gerald’s Tires & Brakes feels valued and appreciated.

On this episode of Gain Traction, Mike Edge welcomes Clint and Clay to discuss their multi-generational journey in the tire business. They explore marketing insights received from their grandfather, the evolution of their business, and their commitment to understanding and meeting customer needs through meaningful conversations and honest advice. The brothers emphasize the importance of hard work, continuous learning, and prioritizing customer service.

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

  • Clint and Clay Watts talk about how they were born into the tire business
  • The lessons of hard work, resilience, and perseverance that they learned from their grandfather
  • Why recognizing your own limitations and seeking outside expertise is important
  • Clint and Clay emphasize the significance of continuous learning, regardless of age
  • How prioritizing customer education and providing tailored solutions demonstrates concern for clients' well-being
  • The small gestures that exemplify a dedication to customer service at Gerald’s Tires & Brakes
  • Outdoor activities Clint and Clay enjoy for bonding and relaxation

Resources mentioned in this episode:

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 or email to learn more.