Tire Pros, a division of American Tire Distributors, kicked off its Tire Pros University summer training series this week.

The program, which is designed for owners and their sales associates, will emphasize the “Psychology of Sales.”

“The focus for this year’s TPUs was developed through a collaboration with Tire Pros Dealer Councils and the feedback gained from multiple dealer surveys administered each year. The primary objective is to identify the training the dealers believe will have the most positive impact on their sales and profitability,” said Wes Stephenson, vice president of Tire Pros Operations.

Tire Pros, partnering with Baker Communications, will deliver 20 TPU sessions across the country through the end of September.  The training explores how to put the customer first, how to build trusted relationships with multiple customer types, and how to drive loyalty and brand advocacy, Tire Pros said.

The sessions feature two half-day workshops including dinner and hotel accommodations.

For more contact B. Quick Chadwick, director of marketing at [email protected].