Bridgestone has celebrated the graduation of its Bridgestone Champions, a select group of retail experts who have successfully completed an intensive nine-month training programme. The initiative, recognised by City & Guilds, equips participants with advanced skills in sales, customer engagement, and tyre industry innovations. Representatives from leading networks such as Eden Tyres, Merityre, and STS Tyre Pros have completed the programme, cementing their roles as industry leaders.
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Bridgestone’s Champions training programme has produced a new cohort of highly skilled automotive retail professionals. After nine months of dedicated learning, participants graduated during an official ceremony held at Bridgestone’s headquarters in Warwick. Each graduate received a City & Guilds recognised certification and gained invaluable expertise to benefit their respective retail networks.
The programme focused on enhancing sales capabilities, refining retail and telephone skills, and exploring modern strategies such as online customer engagement and AI opportunities. Bridgestone’s goal was clear: to create a network of champions equipped to cascade knowledge and improve customer service across the UK.
Mark Fereday, Bridgestone’s Trade Marketing Manager, highlighted the success of the initiative:
“The aim was for the attendees to become the Bridgestone ‘go to person’ within their respective business and be able to cascade their learnings and knowledge into each of their respective retail and wholesale outlets. We also wanted to generate a sense of affinity for our products and position us at the forefront of each champion’s mind when advising their customers.”
Participants from Eden Tyres, Lister Group, Merityre, Savoy Tyres, and others engaged in five comprehensive modules, gaining an in-depth understanding of Bridgestone’s products, innovative technologies, and strategies to improve the customer experience.
Graduates shared positive feedback on their experience. Kieran Grinter, Merityre’s Training Manager, said:
“I’ve learned so much and feel so much more informed when it comes to customer engagement and knowledge of Bridgestone’s tyre portfolio. I feel like a more rounded professional as a result and can’t recommend the programme highly enough.”
The event was a testament to Bridgestone’s dedication to raising industry standards and fostering collaboration within the sector. Attendees noted the camaraderie and knowledge-sharing that took place, showcasing a unified commitment to delivering excellence.
Bridgestone’s champions are now set to lead by example, leveraging their newly acquired skills to elevate their networks and create meaningful connections with customers.
What is the Bridgestone Champions Programme?
It is a City & Guilds recognised training initiative designed to equip automotive retail professionals with advanced skills in sales, customer engagement, and industry innovation.
Who participated in the programme?
Participants came from networks including Eden Tyres, Merityre, Savoy Tyres, and STS Tyre Pros, among others.
What topics were covered during the training?
Sales skills, retail focus, telephone training, online strategies, and the use of AI in customer engagement.
What did Bridgestone aim to achieve with this programme?
To create knowledgeable champions who could cascade their expertise across retail and wholesale outlets, enhancing industry standards and customer experiences.
