Delivered by Michelin’s technical experts at Tyre Spot’s headquarters, the course focused on the treadwear technologies that account for the tyre range’s longevity, safety and performance in all weathers.
Johnathon Shaw, managing director of Tyre Spot, said: “The training has collectively helped to expand my team’s knowledge about the CrossClimate tyre range and the sustainability advantages Michelin tyres offer.
“It has been an absolute game-changer for us, enabling our staff to better educate end users. We now get customers ringing up and specifically asking for the CrossClimate tyre range. That’s how we know it’s been a big success.”
Brian Porteous, Michelin’s technical manager for car, van and 4x4, said: “These are great results. Our sales and marketing teams know the value of product knowledge and how to link it to the needs of the customer. In conjunction with Tyre Spot, this has been a fantastic opportunity to discuss the CrossClimate family of tyres and reveals the impact that specific Michelin training can have on the ability of tyre dealers to communicate the product’s key benefits.”
Michelin supported the initiative with in-store point-of-sale materials and digital assets for Tyre Spot’s online promotional campaign.