ROANOKE, Va.—Advance Auto Parts Inc. (AAP) has added value for members of its Technet Professional Automotive Service marketing program, launching an online training program, a program website and various other enhancements.
The program, which is closing in on 9,000 members, is being assessed and adapted to meet the needs of participants, according to John Hanighen, vice president, commercial programs, AAP.
“At Technet, we've worked very hard and will continue to work very hard with the members to make sure it's the kind of program that differentiates the Technet member from the competitors out there in the consumer's mind,” Mr. Hanighen said. “We're working very hard along with our website launch, helping the members make sure their digital marketing campaigns are excellent, their customer retention is terrific and the aggregation of new customers continues.”
Earlier this year, AAP launched its Technet Academy sales training program, both an off-shoot of the Service Sales Academy originally implemented by the firm's Carquest brand and an enhanced version of it.
George Lesniak, director of commercial programs, Technet, said the focused training program is specifically tailored for service advisors.
“It's about helping service advisers better communicate with consumers to help sell automotive service, maintenance and repair,” he told Tire Business. “The way the program is laid out, is its virtual online training. It's presented live, but it's online.”
Sessions last about an hour each and are presented 24 times throughout the year, Mr. Lesniak said. Each session is presented live once but repeated twice later in the evening to accommodate members in different time zones.
Training sessions are archived in an online database for Technet members to view at any time.
Whereas Technet members have access to these training sessions as part of their membership, Service Sales Academy remains a paid program for non-Technet members.
“Not all of our customers are Technets,” Mr. Lesniak said. “Our best customers are, but we need to help all of our customers, so the Service Sales Academy is there for all of our other customers.”
Those who utilize the Technet Academy also have access to one free local instructor-led training event per year.