Program Overview
This program equips B2B and institutional sales teams with the skills to transition from transactional selling to consultative, performance-driven engagement. Participants will learn to position tyres as integrated mobility and cost-optimization solutions by mastering technical product knowledge, interpreting fleet performance data, and applying Total Cost of Ownership (TCO) frameworks. The workshop blends technical mastery with sales strategy, negotiation practice, and data analytics — enabling participants to engage OEMs, fleet operators, and institutional buyers with confidence. By leveraging digital tools, telematics insights, and real-world fleet success stories, sales professionals will learn to build credibility, strengthen long-term relationships, and deliver measurable value to customers.
Features
- Position tyres using a value-driven, performance-based narrative
- Apply technical knowledge to recommend optimal tyres for fleet applications
- Use data and TCO metrics to justify pricing and strengthen customer confidence
- Leverage digital tools for proactive, insight-led account management
- Build long-term relationships as fleet performance advisors, not just sellers
Target audiences
- Sales Teams
- Fleet & OEM Relationship Managers
- Channel Development & Key Account Executives
- Sales Supervisors & Regional Managers
Curriculum
- 6 Sections
- 30 Lessons
- 1 Day
- The Changing Landscape of B2B Tyre Sales6
- 1.1B2B buyer journey for tyres – from specification to performance validation
- 1.2Price vs. value mindset shift
- 1.3Role of data and telematics in procurement decisions
- 1.4Customer ecosystem – OEM, fleet, and institutional segments
- 1.5Fleet KPIs: cost per kilometre, uptime, fuel efficiency, retread life
- 1.6InteractiveExercise: Map your key accounts on a “value maturity curve” – from transactional to strategic partner.
- Technical Product Mastery & Application Mapping6
- 2.1Tyre anatomy: tread compounds, ply ratings, bead construction, rolling resistance
- 2.2Matching tyres to application – CV, OTR, Agri, EV segments
- 2.3Load, speed, terrain, and climate considerations in selection
- 2.4Reading performance metrics and interpreting test data
- 2.5Tyre wear diagnostics and common failure modes (cupping, uneven wear, shoulder wear)
- 2.6Exercise: Tyre clinic exercise – teams diagnose tyre failures from images/data and recommend corrective action.
- Fleet Performance Advisory & TCO-Based Selling6
- 3.1Total Cost of Ownership (TCO) framework – fuel, maintenance, replacement, downtime
- 3.2Tyre life-cycle economics and retread value
- 3.3Using fleet data to make diagnostic recommendations
- 3.4Quantifying benefits – fuel savings, extended life, reduced downtime
- 3.5Case insights – demonstrating measurable ROI through fleet conversions
- 3.6“Fleet Cost Analyzer” exercise – compute TCO for two tyre options and build a value narrative to justify a premium-priced tyre
- Data-Driven Sales Enablement & Digital Tools5
- 4.1Using CRM dashboards and AI-based lead insights
- 4.2Territory planning using data – segmenting fleets by performance profile
- 4.3Using telematics and tyre sensors to provide proactive insights
- 4.4Mobile apps and dealer/fleet portals for faster response
- 4.5Exercise: Use a sample CRM dashboard to identify cross-sell or upsell opportunities and design a short pitch
- Negotiation, Relationship & Key Account Management5
- 5.1Consultative negotiation – from price objection to performance justification
- 5.2Managing procurement committees and technical gatekeepers
- 5.3Value communication frameworks (FAB, SPIN, Challenger) adapted for tyres
- 5.4Building long-term trust through after-sales service and analytics sharing
- 5.5Role-Play: Negotiating with a fleet procurement head who challenges cost vs. performance claims – participants practice data-based rebuttals.
- Action Planning & Fleet Engagement Blueprint2
Instructor
