Next week we will announce the winner and finalists in the third annual Tire Review Top Shop Awards, presented by Ammco/Coats.

Next to Christmas, it is my favorite time of the year because we get to bring you the most outstanding independent tire dealers in North America. And that means something, because a lot of dealers call me or drop me an e-mail or stop me at an event to ask: “What do I need to do to win the Top Shop Award?”

There are a lot of reasons why I love hearing that question, not the least of which is just how important this honor has become to so many tire dealers.

The answer, I guess, is both simple and complicated.

So let me start here:

The Top Shop Award is NOT about the biggest tire dealer. It’s NOT about the most stores or history or annual sales or how long you have been in business. And it certainly is NOT about personalities, how well you are known in the industry.

None of those things are how Top Shop winners are judged. And that is exactly the way we want it.

Top Shop is all about the business. It is about you doing what you do day in and day out.

It is about how well you merchandise your business – from advertising to PR to events to today’s social media. How you reach potential customers and maintain communication and relationships with those you already enjoy doing business with.

It is about your people, their professionalism, their training, knowledge and expertise. About their opportunities to shine, their relationship to your business, and to your customers.

It’s about the look and feel of your store location(s). They don’t have to be palaces, but are they pleasant, inviting, comfortable and efficient? Are the bays uncluttered and efficient? Is the waiting area clean, well appointed and friendly…would you spend two hours sitting there? Is the parking lot clean and pothole free? Are the bathrooms clean and effective for today’s customers? Do they work for all your customers, regardless of gender or age?

It’s about your success and growth, not so much the final tally but what it took to get there. And about where you plan to be tomorrow.

It is about your relationship to the community, the level of support and involvement you lend to others. How you take a leadership role locally for the greater good, how you share your success back to those who brought you success.

And it’s all about customer service. Not so much the by-the-book stuff – warm greeting, protecting the customer’s vehicle, etc. – but all the little things. How customer service is ingrained in your business, from top to bottom. How it is stressed throughout, acted upon by your employees and managed by you and your management team. How it is “above and beyond” the ordinary. And what you do to continuously improve customer satisfaction.

Those dealerships that have risen to the top – the now 12 independent tire dealers that have won or been finalists thus far – also understand the value of a thorough entry.

Every semi-finalist is provided an official entry form. The questions on the form are not at all difficult, but the level of answers – and the presentation of entry materials – can make a big difference. Remember, our five Finalist Judges are all very competent professionals in their fields, but they don’t know you or your business at all. You need to paint a picture for them.

So that entry form is your opportunity to take them by the hand and walk them through your store, show them the beautiful locations, spacious and clean service bays, brilliant store layout and super-clean bathrooms. And then introduce them to your customers and why they love doing business with you – over and over again. Then there are all of those fabulous ads, direct mailers, radio and TV spots, Web sites, training videos, checklists, etc., etc., etc. Not to mention the awards your business has earned, and all of those positive customer comments.

When it comes to semi-finalists entries, there is no such thing as too much. But a big bag of disorganized materials, photos and videos is as bad as sending next to nothing. So a professional-looking presentation – again, think about walking the judge through your entire business – is important.

I want to personally thank the nearly 100 independent tire dealers who entered Top Shop this year, and I certainly encourage you all to enter again for 2010. And for all our readers out there, please take the time to read the Top Shop dealer feature stories we will have in our October issue – and throughout the year. These dealers are doing something extraordinary, and they have opened their businesses to us so that you can see how they make it happen. I hope they will inspire you.