Continental to its dealers: If you train, you will gain

July 18, 2008

Continental Tire North America Inc. (CTNA) has launched ENGAGE 360, a comprehensive, interactive online training center.

ENGAGE 360 is an ongoing program designed to give tire dealers a complete 360-degree look at Continental and General tires -- from the basics to advanced tread technology to selling skills and more. It originally was announced at Continental's Gold Dealer sales meeting earlier this year (see "Gold standard: CTNA enhances dealer program," April 16, 2008).

It is based on a virtual training center, with separate "rooms" for each brand. In turn, each brand includes individual modules that cover specific products, tire basics, and an overview of the company.

The online training center gives Continental and General dealers easy access to all training materials and videos, according to Amy Spears, sales training manager for the Passenger/Light Truck Division. When they are finished, they have the opportunity to take a brief test that allows them to score ENGAGE 360 Reward Points and become certified in that particular tire or topic.

Points can be redeemed for Engage 360 wearables or other prizes.

"Training modules and videos are available 24/7, allowing users to run the program at their convenience," says Spears. "And because ENGAGE 360 saves users' account information, they can simply continue right where they left off."

In addition to module training materials and tests, ENGAGE 360 provides "hidden opportunities" to score bonus points.

To see an overview of Engage 360, visit

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