Curriculum
- 6 Sections
- 30 Lessons
- 1 Day
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- 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
Price vs. value mindset shift
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