| Author | Message | ||
     Endoman33 |
Court, Micah here. Our dealership is fighting tight finical times, like many other companies out there. We have cut back on employees,and cut outside cleanig services. Our greatest problem is getting customers in the door. Bike sales have drop from 20 new 5 or 6 used to currently 4 total so far for the month. I have pulled the last 48 months of buyers and have called or emailed them inviting them in to look at new products the new bikes. I check the lead generator form HD and from PSN every morning and through out the day, this leads to an average of one sell per month. I am at a loss of what I can do to bring in bike sales and help grow P&A,Service, and Motorclothes incomes. All current employees have been with the company for 5-13 years and are very knowledgeable about the products that are available to the customers. What am i missing that our employees and myself can do to keep our dealership going. Any advice would be greatly appreciated. Thanks, Micah | ||
| Davegess |
I feel for ya dude. This recession is looking to be fierce and recreational purchases are the first things to go. We were looking at a Blast for my wife and decided to hold off and wait until things settle down. I think you will find that being very aggressive in cutting costs will serve you well. You may not be able to get sales back up to the level they were at for quite some time. But you can reduce costs. Look at stuff that moves slowly and either get rid of it or drop the price to turn it into a mover. Then you have to look at what you can do to steal sales from other dealers as sales industry wide are going to be down a tone. Look at how far cars have dropped off. One area where you might be able to increase your sales is by cutting prices on parts and service. Guys with bikes will still ride and need repairs - if you are cheaper than the next guy you can gain buisness. The best way to do this is by being more efficient, not just cutting price but lower your cost of doing business. I always thought that a dealer that had service hours of noon to 9 pm would be nice. I could drop the bike off after dinner and pick it up the next evening. Instant oil changes with evening and weekend hours, ride in and get the job done while you wait might attract customers. As an H-D dealer you have been living with very good margins for a long time. Now you have to learn to live with small ones but unlike a Honda dealer you can reduce your margins and still make money. Unfortunatly it may mean cutting staff and reducing your income. Good luck, it is gonna be a tough ride for the next year. | ||
| Endoman33 |
Davegess, thanks for the advice i will speak with the GM on some of these items. Thanks, Micah | ||
| Court |
Micah: Dave Gess +1. You'll have to go far to find anyone more experienced than Dave in the industry. I'd add: Take some of the items Dave suggested. WRITE THEM DOWN and have a plan. Writing things down adds depth and flavor. While writing you'll be forced to think. Envision the plan. Write something like the following:
Do this for EACH ELEMENT you propose. I'm running into a class. If you need Dave and I to develop and send you a small sample, let us know. He's smart and I'm feisty . . you can see why we have been in love for years! Court | ||
| Endoman33 |
Court and Davegess Thanks for the advice and if either of you could give me a sample to develop from and see what our dealership can change. Thank, Micah | ||
| Buelliedan |
I would add what is the dealership doing to make Buell riders want to come to the store. Do you organize any rides on the weekends? Have you had the Buell demo fleet visit? Etc. You can't sell something if you don't get customers into your store. | ||
| Iamike |
When a potential customer walks in your door make sure someone makes contact immediately. Don't just pass them off but ask if they ride, what they ride, their life story... I am always amazed (twice in the past month at our HD/Buell dealer) that I walk into a dealer and they barely say "Hi". When I bought my ST1300 I was looking for a City X but was completely blown off at Zylstras. I walked into a Honda dealer and right away was offered a test ride and that was the end of the story. I still have Buell in my blood but am fighting my issues with dealers. | ||
| Froggy |
Iamike, on the flip side of the coin, not all customers like to be bothered by the salesmen. Sometimes I go to the local Cadillac dealer to gawk over the new whatever just came out but I will never afford. Salesmen come running out and pestering me, even though I tell them I am just looking, and IT jobs don't pay as well as they used to. Similar issue with my Buell dealer, during my routine visits on payday to buy more crap I don't need. They will occasionally have a new salesman on staff and he runs over and tries to sell me a bike while I am trying to figure out what feature of the Ulysses I am missing. I tell him I am on my second Buell, not looking to buy right now, and that I am converting my bike into a Uly. The first thing he said was "why don't I just sell you one?". I gave him this look, because it did strike a bit of a nerve. I just told him a minute ago I wasn't looking to buy! | ||
| Jos51700 |
That's where a PROPERLY trained sales staff comes to your advantage. It is possible (and beneficial) to make sure a customer is greeted, attended to, and impressed, WITHOUT pressuring them. One of my personal tricks (and most productive tricks), is to wipe down bikes. I greet the customers, ask about anything OTHER than sales, and continue wiping while making eye contact and talking. After the conversation gains a little momentum, then I know the customer wants to talk, and THEN they are my sole engagement, and my focus doesn't leave them until they have everything they want. They know I work there, that I'm there to help, that I work hard to take care of their potential belongings, that I'm easy to talk to, and I'm available when THEY are ready. If they look for 5 minutes and don't say anymore to me, I then ASK what I can do to help them. I hate being pressured! Motorcycles are about relaxing, not pressure! | ||
| Jos51700 |
I think, too, that sitting tight during these times will pay off. Panic is NEVER good! It's palpable, and undermines your customers' faith in you! | ||
| Iamike |
John got it right! I don't like to be pressured but it sure is nice if they at least act like they are interested in you. Pleasant conversation can go a long way. When I was shopping for the City X, I had to ask to go for a test ride (they wouldn't let me ride the City X, the so called ' Buell Guy, hardly gave me the time of day (this was pre No-Rice), and then when I was done the salesman tried to interest me in a V-Rod. When I told them that I was interested in the City X, they said "Oh yeah, we have one in the back room if you want to look at it", then he just walked away from me. I had the cash and was itching to spend it but when they treat a customer like that I won't give them my business. | ||
| Jos51700 |
Gosh, I shove test-rides down customers' throats, (and that sells Buells!). I'm guessing that the poor-customer-service shops won't be a problem much longer. | ||
| Skinstains |
Try convincing The Motor Company to start selling stuff that's made here in the USA. I have been trying to buy American since forever. I think that this little recession will make the normally oblivious start to realize that the answer is indeed keeping our US dollars right here in the US. Buell and Harley riders are already predisposed to buying American, why not exploit that to everyones gain ? | ||
| Jos51700 |
Buell and Harley riders are already predisposed to buying American I'm guessing the people that handle component outsourcing don't ride Buells or Harleys... | ||
| Court |
>>>> I have been trying to buy American since forever. Fill in the brands you own: 1) Television: 2) Computer: 3) MP3 Player: 4) T-shirts: 5) Leather jacket/gloves I've no opinion, just curious. | ||
| Froggy |
1, RCA Television that was my parents wedding gift in 1982. Made in USA 2, Hand built my me, Intel processor from Malaysia, motherboard from Japan, hard drives from Singapore, Dell 30" monitor from Mexico, Keyboard/mouse from Canada and I can't remember the rest off the top my head. 3, Don't own one 4, Shirt I am wearing right now, made by American Apparel in California 5, Aerostich Roadcrafter. No clue where that thing came from  If possible I do buy American. Not that great products can't be made elsewhere, I would rather spend my money on Americans rather than 3rd graders in Vietnam. | ||
| Court |
1982 was about the end of American television making and I'm glad to see I am not alone in watching a "big box" as opposed to a flat screen the size of a ping pong table. Your case is both rare an interesting. Your Aerostich is 100% American. The shirts likely little more than in name. Well done. | ||
| Ourdee |
1. Don't own one 2. Dell i bought at a yard sale for 5 bucks and repaired with a hard drive a distant relative was throwing away, and some parts I had scrounged from some other scrapped computers. 3. Don't own one. 4. Tommy Hilfiger XL made in USA 100% cotton. 5. Trading my way into an alpinestars drystar jacket. Hoping to be ATGATT by spring. All American cars since 7/17/89, Walmart leaves a bad taste in my mouth. | ||
| Greenman44 |
Fill in the brands you own: 1) RCA 2) Toshiba laptop, cheap on sale bottom of the line one. 3) Creative Zen, my cell phone doubles as a mp3 player 4) Anchor Blue 5) No leathers, just a older kalahari riding suit that mr. court was kind to pay it forward to me. No real riding gloves as of yet, just use some black mechanic glove. | ||
| Froggy |
 Been meaning to post that up. Love that thing. Showing its age, I need to leave it running for 15 minutes before the picture and sound comes in. Also on the lower right part of the picture is permanently black. Otherwise works great, hopefully I can get another 25 years out of it, assuming the FCC hasn't turned it into a brick. | ||
| Court |
Read more about Tommy Hilfiger being made in the United States. Part of my concern is that there is so much misinformation. Few folks appreciate what "Made in America" really means. | ||
| Endoman33 |
Well it happened Friday at 5:45 pm. The owner came and meet with each department, to let us know that store hours are being cut and all employee's will be cut to 24 hours or less a week. This is until frist of March, which one of two things are scheduled to happen either business has started to for the better or they may have to close the doors. | ||
| J2blue |
Hang in there. I'm glad to see a business owner not simply laying off employees as a first act. Companies that are doing that are slitting their own throats, in my opinion. Better to ask for employees to stay on at reduced pay(temporarily) to help get through the tough times. Consumer spending is retracting primarily because of lost jobs, and consumer spending is what keeps most companies in business, even if they aren't directly involved in retail. I hope your shop owners gamble pays off for all of you. | ||
| Court |
Micah: Folks should be so lucky. It's encouraging that your shop owner is acting proactively and has a plan. Let me offer a suggestion at the risk of being laughed at. When you get home tonight, tomorrow night or whenever . . put on your sneakers, put in your earphones, go for a walk. Dream. Forget everything you "know" and spend 1 American Hour asking yourself "how I can create the most positive experience possible" from the criterion handed to me. Determine what parts of the equation YOU influence and which parts are "sunk" (accounting term - look up "sunk costs" or those things that occur regardless of volume in a business), or fixed with regards to you. Make a list of THREE things that YOU control. Write and ACTION PLAN for those three things and score yourself 1 to 10 each week. Times are tough. Warren Buffet said it best . . . the tough times are when opportunities are most abundant. I've made 2 changes in my investing strategies the last week based on this sort of thinking. I'm old enough to have been through these cycles. I do not know how old you are. My challenge to you is to see just how damn good you can be. Regardless of how it works out . . you'll be better for it now and you'll amaze yourself when we get the wings leveled again. Court | ||
| F_skinner |
Endoman33, the fact that your owner let you know what was going on up front and clued you in to what his plan is says a lot. Like J2Blue says, hang in there. He knows more than most people what it is like. I have been in the same boat, actually I am in the same boat now. I gave our CEO some options when our contract goes away (we have 3 people on that contract in a company with only 12 employees). I just threw some stuff at him like working reduced hours on proposals or business functions. Since I really like my company I would enjoy taking a few months off at my expense (during the summer) but like any other small company in the big world of Lockheed, BAH, SAIC etc we fight for every position we get. I took a trip to the local HD dealership a couple of weeks ago. My gf and I were the only non-employees in there. There were 6 salesmen on the floor, 2 in parts and 2 in service. Not only did they not provide a service they were wise cracking about Buells. I think their future is in jeopardy. If they only knew what I was in there for they would have acted differently. I bought a bike a couple days later at another dealership that gets it. Work hard, show everyone you care and do your best. If that is not good enough and "it" happens then maybe it is time to move on. My Dad always said plan for the worse and hope for the best when times got bad. Explore your opportunities! Frank | ||
| Moxnix |
Most folk look for jobs. A few look for careers, as a subchapter of a way of life. Don't drink the Kool-Aid with the first group. | ||
| Endoman33 |
Thanks to all of you for the emotional help, it means alot to me. I spent the frist few days upset and have work through these feeling and looking on the brighter side. One thing I still am having trouble with the business dose not belong to me or my coworkers, but we all feel that the dealership is part ours. Court I will take your advice and make a list to grow off of. Oh I'm 34 by the way. Thanks to all you, Micah | ||
| Cityxslicker |
1) Television: sworn off 1/1/09, Donated 2) Computer: Apple IIec, yep its old enough to vote and drink 3) MP3 Player: connected to my phone LG 4) T-shirts: Harley/Buell/or 24 Hour Fitness. All others have been donated or used to wipe bikes down at home 5) Leather jacket/gloves Harley/Buell Adv ... now unfortunately one of those jackets, though has the Harley name on it, was not made in America. Bike sales are tough, they are seasonal, it is what you do out of the shop during the season that pays off during the off season. I plant the seed every day, if you are not going to buy a bike now, (meaning Apr-Oct) THE best time to buy one is in the offseason, everything gets cheaper, and hey its the same bikes. You would be surprised how many customers I have 'waiting' for the November sale prices. And giving them 6 months to refine their decision really pays off as they now have more down, and have a clearer idea of the type of riding they want to do. Demo everybody, everybody gets a shot at demoing the new bike. (as long as they are endorsed of course) Not have you seen the new bike, but have you RIDDEN the new bike. I find most people with perceptions about particular bikes, have NEVER ridden the bike they are disparaging. (MY favorite is sportster customers.... Oh I dont want that, its a girls bike. Funny, mine is parked out front. I am 5-6 and near 300 lbs, if you mistake me for a girl, you got other issues.) Everybody sees the Buells, EndCapping 101, they are by the door, they are at the entrance, you see them on the way in, you see them on the way out, they are prominent and obvious. During Every sale presentation or bike conversation; Buell is mentioned, Why? because it is the bike I ride and enjoy the most; And if you are looking at a bagger (which most of our customers are) Buell has that filled too. Take it for a ride. Bike nites, toy drives, BBq's, Sport bike out reach, track days, new rider orientation, errant movie nites, ladies nite, International Moto Show (that is a huge winter shot in the arm) and networking ( you are always on , you should always have biz cards on ya.) cost may be a factor with the economy, but value always comes first. Take the effort and it will pay off. Remember its not the bike you just sold, but everyone they know. Follow up is 2-2-2-2 within two days of purchase, with in 2 weeks for referral, with in two months for service, and with in two years for trade in. Customers can smell desperation, so when they ask how sales are going, be honest, "Motorcycles are seasonal, and the best deals are always to be had during the off season, SMART buyers know that...." Leave that one alone, let it sink in. Its all in presentation. Keep your chin up, 90 days until everybody else figures out that motorcycles are fun. Maybe gas prices get jacked back up too. | ||
| Moxnix |
I've an old riding partner in Seattle who has been in and out of the M/C business, through thick and thin, for the 30 years I've known him. He has two faults: allowing himself to either panic, or allowing himself to get angry, both of which get him out the door and back on the street at his own behest or his boss'. You are clearly innovative in your thinking, which is a gift, to you and your employer. Though it's a bit late for this year, are you allowed to take on a brand of generators for the winter months? Or any other recession proof activity that keeps the store lights on until the economy recovers? When leaves are short supply, we learn to gnaw on bark. The game of life is not over until you tip over. It appears you are going to do all right in the long run. | ||
| Cityxslicker |
I did insurance and 'estate' planning for 10 years, NOBODY wants to talk about death, its the hardest sell out there. So you definitely gotta put a different light on things. And in the end, the Customer will tell you what they are looking for, what they are willing to go for, you just have to shut up long enough to listen, make no presumptions, and give them a nudge now and again. there are as many ways to sell a bike as there are people you talk to about selling bikes. remember this should be fun, if not, theres absolutely more money back in insurance (health) and estate planning. (the baby boomers are about to become a very large segment of that market) | ||
| Fast1075 |
A little insight into my head...what drives me to buy...it doesn't matter what I am shopping for, the trigger is the same. Desire: I desire something..the reason for my desire is not immediately related to the sales opportunity...I want it...I get it...simple enough. I am an easy sell...here's what it takes. A. Genuine interest in my needs...if I am looking for a blue box...don't try to convince me that a red box is better simply because you have one in stock...what do you need to do to give me what I want??? B. Knowledgable sales people...I once went into a dealership and was looking at a bike...I had a technical question...the salesman obviously didn't know the answer and tried to bluff his way through the question instead of saying "thats a good question, lets go talk to a tech for the proper answer"...I walked instantly...don't try to sell it if you don't know all about it...and it better not be a word for word from some sales slick. C. Open and honest sales...don't bait me with a price...and then suprise me with hundreds or thousands of unmentioned add-ons...I will get up and walk..involve me in the process. The suprising thing is that actual cost has little to do with it..remember I have a budget to work within. D. Make me feel like I belong there...humans are pack animals after all..the fact that someone comes in the door means they want to be a part of the show. E. Mentioned earlier...functions that make you feel a part of the pack...rides, cookouts, etc..at "MY" dealership, the dealership owner ALWAYS participates in club rides every month...and spends some time with everyone to be sure everybody is getting good service. F. After sale service...of course some of the customers bring their bikes in for ALL items that need attention...others like to tinker on their own...If I need parts I expect prompt professional service..Luckily at "MY" dealership, I get just that...what ever I need...it is on time as promised...every time. G. Did I mention money??? Of course I have a limited budget, so money is important..but money is of secondary importance (within my budget) to quality of service... H. Bottom line...bikes are with few exceptions a luxury item...remember that. And as such a bad experience will easily drive a customer to another dealership in a hurry... I'm lucky to have a great dealership to deal with..I will refrain from naming them since as is the custom on this forum, they are not "sponsors".. | ||
| Swampy |
And I don't mind walking out with a better/more expensive whatever if I can be shown the benefit of why I need that not what I originally wanted. I may even be able to justify the better/more expensive one to the next guy also, and help you sell another one. |
