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Video: First impressions in the shop

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ORLANDO, Fla. — In this video, Tire Business reporter Jennifer Karpus spoke with Kelley O'Reilly, assistant professor of sales and business marketing, Western Michigan University, at the recent International Tire Exhibition & Conference (ITEC)/Tire Dealers & Auto Service Professionals in Orlando about how important design and aesthetics can be to a business.

One suggestion Ms. O’Reilly gave for a tire dealer is to host an external Truth Squad Assessment, where individuals, such as marketing students at a local university or some target customers, come into the store and give feedback.

Ms. O'Reilly, who holds a Ph.D. from Utah State University, teaches professional selling, sales management and other marketing courses at WMU's Haworth College of Business. She also has held executive-level positions at Fortune 100 corporations and is a certified franchise executive with the International Franchise Association and is a champion of small business owners and entrepreneurs.