Hankook has launched “Hankook Empowerment,” an Internet-based dealer training network. The program is designed to provide product training, selling tips and other resources “to help dealers close the sale.”
The site aims to educate dealers about the company’s tires and offers the opportunity to become a certified specialist by completing online training modules involving the Ventus, Dynapro and Broadline product lines along with a module in basic Hankook tire applications.
“In the current economic climate, customers are shopping around more and looking to become better informed about their purchases,” says Bill Bainbridge, director of brand communications for Hankook Tire America Corp.
“Sales people, more than ever, have an opportunity to share information about Hankook’s high-performance products offered with industry-leading warranties at a competitive price,” he continues. “By providing product and application education for our dealers, we give them the confidence to recommend our products and in turn, the customer has confidence in their purchase.”
Each of the instructional modules includes a video introduction, product position guide, sales guide, data sheet, competitive comparison, product application guide and the company’s Empowerment training program. The network also allows access to printable product specification sheets and instructional videos.
To become recognized as a Hankook certified specialist, dealers must complete all four training modules and score 80 percent or better on each respective quiz. Dealers can also become recognized as a Hankook elite certified specialist by scoring 100 percent on all four modules.
Dennis Glowacki, general manager of retail operations for CJ’s Tire and Automotive, the largest Hankook dealer in Pennsylvania, was the first dealer to complete the online training.
“When customers are looking for value, they want to know not only about price, but also the benefits of the product. It’s our job to educate them,” Glowacki points out. “The information from the Empowerment training definitely conveys the value of Hankook’s product offering, and helps sales staff to re-affirm consumer confidence in Hankook,” he adds.
“I really enjoyed the ease and immediacy of the online training,” Glowacki notes. “Compared to other training sites, Hankook lets dealers print out the certificate once you’ve passed, whereas with other vendors it’s sent to you later in the mail. This allows dealers to instantly post the certification in the store for consumers to see.”
Each certification comes with its own incentive package for completing the training modules. Certified specialists have their choice of either a $50 rebate when purchasing a set of Hankook tires or up to $50 in company merchandise. Elite certified specialists can receive either $100 rebate on a set of tires or up to $100 in gear.
Dealers can login from any computer with Internet access with a unique name and password. Modules are free to review from work or home and real-time results allow dealers to view their scores instantaneously.
The network will be available to more than 400 independent dealers through 3,000-plus retail sales locations across the United States and Canada.
The Hankook Tire Co. Ltd., headquartered in South Korea, is the seventh-largest global tire manufacturer, according to Bainbridge. The company invests about 5 percent of its revenue in research and development; five worldwide R&D centers are designed to meet regional customer demands. The company currently markets to 185 countries, and some 70 percent of its revenue comes from growing overseas sales, he reports.
Hankook Tire America Corp. is based in Wayne, N.J.
For more information, visit www.hankooktireusa.com.
