To help dealers stay competitive, Tire Pros in 2014 is focusing on four areas — training, execution, consistency and benchmarking, Mr. Brown said.
"We want to get back to grassroots and make this program go from the bottom up, not just from the top down," Mr. Moore said.
A goal of the National Council is to reconnect all the dealers, Mr. Moore said, "so we get back to the same page together and everybody's in the loop of what's going on and what's happening with the program, what upgrades we've got and what new things are there."
A second focus is to help dealers, through the Tire Pros business consultants, be successful financially.
"We want to help those dealers find out if they are doing great on gross profits, doing good on sales of programs (or) if they go home at the end of the month and they've got nothing to take home," Mr. Moore said. "How do we keep in house, what came in house?"
Why is the need to remain competitive so important? Mr. Brown asked rhetorically in his speech. He cited a recent mystery shopping project conducted by a third party as an example.
Last fall, 2,200 independent tire dealers around the country were contacted, along with 1,300 of their competitors. The dealers and competitors were rated on their phone skills and the outcomes were put on a scale.
"Unfortunately, the independent tire dealers' phone skills came out at the bottom of the list," Mr. Brown said. "It highlights the challenge we have and the training opportunity to work and to improve our phone skills."