National Tire Safety Week is coming to a close, and having done PR for a tire company for 8 years, I am closer to the topic than most.  Most people do not think about their tires until it’s time to purchase (or well past time to purchase).  The tire shopping experience is not something most women get excited about. However, there are some companies (including the one I work with) paying closer attention to this influential demographic.  Research has proven more than 65 percent of vehicle purchases in the United States and Canada are made by women.  Women also influence 85 percent of service, vehicle and tire buying decisions.  So, it makes complete sense for tire dealers to start paying closer attention to these women who will ultimately affect their bottom line.

AskPatty.com and Tire Review have teamed up to help tire dealers build stronger relationships with women.  AskPatty.com is an automotive advice website for women and Tire Review is the leading B-to-B magazine for the North American tire industry.  Together, they have rolled out a program to help retailers with their sales and marketing skills to become “Certified Female Friendly.”  The complete package for tire retailers is extensive.  Here are a few of the perks:

• Ongoing training and certification
• Private labeled co-branded AskPatty website
• Premier listing in AskPatty.com Certified Tire Dealer search engine

To view more information on the complete package you can visit AMN.  The multi-step program will be administered through webinars and interactive online programs.  This will allow the tire dealer to have as many employees attend as possible.

I’m thrilled to hear the industry is making strides to improve relationships with women.  It’s no longer enough to have clean floors and a nice showroom. Women need to feel confident and comfortable by feeling well informed.

And, to throw in a PSA—be a responsible driver!  Your tires are the only thing between you and the road. Check your tire pressure and tire tread.  Underinflated tires are an enormous hazzard and can cost you big at the pump!