Carlisle pushes new Certified Dealer program

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Carlisle Tire & Wheel Co.'s Certified Dealer program is up and running with some 1,000 members.

The program is designed for retailers who sell to end users, according to Jeff Waechter, Carlisle's director of aftermarket sales.

Its goal is to help members' sales while boosting consumer awareness of Carlisle brand tires and specialty tires in general, he says.

To qualify, members must stock and sell Carlisle products. (They still must buy Carlisle tires through Carlisle wholesale distributors.)

"We have an application form that spells out their commitment to the program," says Waechter.

Dealers will receive a kit that includes signage, a countermat and other materials.

"There is no cost to the dealer," as well as no volume or buying requirements.

"We are asking dealers to support Carlisle exclusively," but they are free to carry other products as well. "There aren't any strict guidelines because this isn't what our program is about."

Carlisle would like to sign 4,000 to 5,000 certified dealers.

"We've never gone to this level in building a network of dealers."

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