Tyre Spot's Sales Soar Following Specialist Michelin Training

Tyre Spot, a leading tyre wholesaler and retailer based in the North East of England, has reported a staggering 272 per cent increase in the sales of Michelin's CrossClimate tyres. This remarkable growth follows the company's decision to enroll 30 of its staff in a bespoke training course designed by Michelin, focusing on the tyre manufacturer's sustainability principles and the advanced technologies behind the CrossClimate family of products.

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Garnett Keeler PR
Published on
March 19, 2024

The training, conducted by Michelin’s technical experts at Tyre Spot's headquarters, delved into the innovative treadwear technologies that distinguish the CrossClimate range for its longevity, safety, and all-weather performance capabilities. The effects of the course were profound, nearly doubling Tyre Spot's retail sales of CrossClimate tyres during the last three months of 2023 compared to the same period in the previous year, and seeing a year-on-year growth across both wholesale and retail operations of 272 per cent.

Johnathon Shaw, Managing Director of Tyre Spot, expressed his enthusiasm for the initiative, stating, "We’re thrilled with the support from Michelin. 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.”

Michelin incentivised Tyre Spot staff and supported the online promotional campaign with in-store point-of-sale materials and digital assets. | Image: Garnett Keeler PR

Echoing the sentiment, Brian Porteous, Michelin’s Technical Manager for Car, Van and 4x4, remarked on the positive outcomes of the training: “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.”

The training was complemented by Michelin's provision of in-store point-of-sale materials and digital assets to support Tyre Spot’s promotional campaign, further driving awareness and sales. The CrossClimate range, catering to cars, SUVs, and vans, now commands approximately a 30 per cent share of the UK's burgeoning all-season tyre market, thanks to efforts like these.

With over 40 years of history, Tyre Spot stands as the largest independent tyre supplier in the North East, boasting 11 branches across the region. This recent achievement underscores the company's commitment to innovation, customer education, and sustainability, setting a new benchmark for the industry.

Visit: https://www.tyrespot.co.uk/

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