Selling Nitrogen In Tires – Is It All A Lot Of Hot Air?Actually... no. But it will require a little explanation and some basic chemistry discussion so here goes... The earths atmosphere is composed primarily of Nitrogen (78%), the remaining balance is a mixture of Oxygen (21%) and a small percentage of Ozone, Argon and Carbon gases. Isn’t it ironic that the very gas (oxygen) that sustains life also causes organic materials to decompose and metals to rust? Remove The Oxygen And Stop The Rot To stop this decomposition you simply need to remove the oxygen from the ‘air’. (Incidentally, removing oxygen also means that you remove water because water is two parts Hydrogen gas, and one part Oxygen gas.) Removing Oxygen from products is not new, we do it all the time with our food and drink. In fact, if we did not remove the oxygen our food would not likely last long enough to make it into the hands of the consumers – or it would taste stale and unappealing. Nitrogen In Tires Here are a few other benefits of using Nitrogen in tires: [1] Nitrogen is denser than Oxygen: This means the larger molecules escape less easily from tires resulting in a more gradual loss of pressure over time. According to the Michelin Tire Manual, a tire that is inflated with Nitrogen loses its pressure 3 times slower than if it were inflated with air. [2] Nitrogen is moisture free: Pure Nitrogen inflated tires experience less steel belt and rubber degradation. Nitrogen use also reduces valve and wheel corrosion. [3] Nitrogen provides longer tire life: Nitrogen inflated tire run cooler and require less maintenance according to the Goodyear application bulletin. [4] Nitrogen is non-flammable: Nitrogen technology has been used in aircraft, military and race car technology for over thirty years. Does Joe Consumer ‘Get It’? But can we expect ‘Joe Consumer’ to start paying for this new ‘air’ anytime soon? As always, the answer is “it depends.” If enough businesses and corporations get behind the idea and promote it steadily, uniformly and explain the numerous safety and cost savings, then eventually the message should make it through. However, you do need to be realistic – it’s still considered by Joe Consumer to be ‘new’ and anything ‘new’ is usually avoided until it becomes familiar – it’s called the product adoption process. It’s Still Weird Science The other point to consider here is ‘selling Nitrogen’ is still science – and most people are not that comfortable with the whole science thing. And if you recall I mentioned that regular everyday air is 78% nitrogen anyway – so what would they be paying for? Regular air is approximately 80% nitrogen anyway, are we to believe that an extra 20% makes all the difference… Ironically we now know that the answer is yes. A Moral Dilemma You and I both know that if using Nitrogen means your client’s tires last longer they will save money by not having to purchase as many tires. So Nitrogen use could mean less tire sales… And that’s the moral dilemma for you. Do you want to make a few dollars on tire inflation services that might ultimately reduce your tire sales or do you want to keep on doing business the way it is now? Make Mine A Light Air One thing’s for sure, with regular air and ‘diet air’ (or is that Air2 with half the carbs…) Nitrogen as a tire inflation option will slowly seep into the main stream (and yes the ‘seep’ pun was intentional). Now take a deep breath… you just inhaled 78% nitrogen, 21% oxygen and a few other lesser gases. Could you tell? Did it taste or smell different? That’s part of the challenge isn’t it. If regular customers are wary about the things they cannot see, what makes you think selling ‘new air’ is going to be any easier. JAMES C. BURCHILL is a 20-year veteran entrepreneur and information technology executive who now provides strategic marketing consulting services to a select group of clients. He is a published author, a passionate advocate of technology and the Internet, as well as an avid study of classical advertising and marketing strategies (which he uses during ‘Internet alchemy’ experiments.) James is an expert in information and data management, Internet marketing and online networking. A self confessed 'information and technology enthusiast', James brings a wide range of valuable skills to any venture. Of singular note is James' ability to assimilate complex subject matter and produce clean clear 'easy-to-understand' messages. James has been interviewed many times and caused quite the media buzz when a client ‘double-dog-dared’ him to prove you can get front page coverage for $0. The details and that ‘dumb stunt’ are now part of EBay legend. Currently James lives in Ontario, Canada with his wife and family, their Siamese cat and one very nervous fish. Visit http://www.JamesBurchill.com for details. Resources: Related articles: Selling Your Shop As 'The' Place To Work China’s Tire Industry – Kicking Into High Gear What Do You Mean By Four Stroke? Car Wash Fundraiser Layout, Traffic Flow and Signage Durable Replacement Parts for the Toyota Lexus LS430 Now Available at Parts Train
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