November 30 2016.

Leading motorcycle tyre wholesaler, Bike TyreStore, says its annual Michelin sales competition has produced a 4% rise in year on year sales over the competition period.

The competition was open to any trade customer purchasing Michelin tyres between the  1st of July and the 30th of September, automatically entering them into a draw to win one of three top prizes with ten runner-up prizes.

For the second year in a row, Bike TyreStore also reported an increase in new business as a result of the competition activity, with seven new accounts opened, raising awareness of both brands. However, it is notable all winners came from the existing Bike TyreStore database.

Winners were presented with their prizes by Bike TyreStore Sales Manager, Adam Rous and Michelin Key Account Manager Andy Aylward. In first place, Michael Hughes from Bike Treads in Swindon, won a brand new Kawasaki KLX450R. Second prize, a Yamaha YZ250, was won by Andrew Shoesmith from Gavin Fleetcare, while Steve Hazell from Evolution Cycles won the third prize of a Trek Remedy full suspension mountain bike.

As an exercise in opening fresh dialogue with customers, the competition allowed Bike TyreStore to talk to both existing and new dealers about the Michelin incentive and it was useful in creating a buzz among dealers keen to know how many prize draw entries they had accumulated.

Adam Rous from Bike TyreStore said: “We have run the competition for two years now and it has been successful in getting the Michelin name out to the trade. My favourite part of the process is the day spent handing over the prizes. It’s great to spend time with the winning dealer and seeing the look on their face when the bike is wheeled out of the van is priceless.

“We saw a good uptake of the competition and sales increased over the period by approximately 4% year on year. However, we are always looking at new incentives and prizes for our valued customers and we’re open to any input from dealers as to what would inspire them to buy Michelin product in the future.”