u Off-Road Gear Guide u Wheel Product Focus
September 2012 VOL. 38 NO. 9
u Dealer Management Systems
TABLE OF
Contents
September 2012 Volume 38 Number 9
30
– – – – – – – – – – – – – – – – –
motorcyclepowersportsnews.com
Dealer Management System Review Twelve Things to Consider When Selecting a Provider
EDITORIAL Editor – Colleen Brousil cbrousil@babcox.com Associate Editor – Gina Kuzmick gkuzmick@babcox.com
32
Senior Editor – Brendan Baker bbaker@babcox.com
Buell Racing Expands
ART
Erik Is Back and Better Than Ever BY ROBIN HARTFIEL
Product Focus Wheels & Deals
Sr. Graphic Designer – Tammy House thouse@babcox.com Columnists & Contributors Ricky Beggs Heather Blessington C.R. Gittere Steve Jones Mark Rodgers Margie Siegal D. J. Stringer ADVERTISING SERVICES
................................................
Advertising Services Director – Cindy Ott cott@babcox.com (330) 670-1234 ext. 209
36
Take These Fresh Looks for a Spin
CIRCULATION SERVICES Circulation Manager – Pat Robinson probinson@babcox.com (330) 670-1234, ext. 276
Essentials: Off-Road Gear 44 ........
Four Sporty Styles
Circulation Specialist – Star Mackey smackey@babcox.com (330) 670-1234, ext. 242
Dealership Operations The Power of Innovation ...............................................................................................6
Nine Skills Imperative for Your Sales Success ...........22
The Road Ahead by Colleen Brousil
Peak Dealership Performance by Mark Rodgers
July 2012 F&I Department Performance.....................................8
Yamaha Reveals Familiar Line For 2013 .................................26
Best Operators Club by Steve Jones
PWC Update
Powersports Values Hold Steady ...........................................................10
DFW Honda........................................................................................................................................28
Black Book Market Watch by Ricky Beggs
Destination Dealership by Margie Siegal
Increase for F&I RBI ........................................................................................................12 Finance & Insurance by D.J. Stringer ON THE COVER
Pilot Screw Adjustment.............................................................................................14 Tech Tips by Cyclepedia Press
How To Reduce The Risk Of Legal Action
............................
18
The Service Manager by C.R. Gittere
Social Media Marketing .................................................................................................20 Web Savvy by Heather Blessington 4 September 2012 motorcyclepowersportsnews.com
Buell has raced back into the marketplace with programs designed with dealers in mind.
THE
Road AHEAD ADVERTISING SALES Publisher Greg Cira gcira@babcox.com (330) 670-1234 ext. 203 Associate Publisher Dean Kelly dkelly@babcox.com (608) 523-4271
By Colleen Brousil
Sean Donohue sdonohue@babcox.com (330) 670-1234, ext. 206 DISPLAY ADVERTSING SALES
The Power of Innovation
I
t has been anything but business as usual in the last few years. The economy has forced many powersports dealers and manufacturers to shut their doors, but the smart ones have embraced change. In August, MPN associate publisher Dean Kelly and I had the pleasure of visiting S&S Cycle, and this nimble manufacturer is a prime example that innovation and reinvention can build success out of hard times. A decade ago, S&S Cycle thrived on its custom V-Twin engine business. The custom V-Twin bike builders commanded crazy sums of cash for unique bike builds, and the S&S powerplants were at the heart of many of these amazing bikes. With the crash of the economy, the custom market took a significant hit, forcing S&S to get creative in order to stay in business. And while layoffs were inevitable, the manufacturer avoided closure by adjusting its business model. As we visited the S&S facility in Viola, Wis., last month, we did see plenty of S&S’s signature engines in various stages of production, but we also got the opportunity to learn a little more about the aftermarket accessory upgrades that are core to the company’s success moving forward. By hitting a lower price point, S&S is able to capitalize on riders’ desire for more show and more go without the premium price tag. S&S is a prime example of a business that’s doing it right. Instead of attempting to ride out the dip in the economy doing the same old, same old, they’ve reinvented themselves to stay afloat and grow. Is the same old thing working for your shop? While business as usual may be keeping your doors open, is it building your business? If not, MPN is here to help. Our crew of top columnists dishes out a hefty helping of advice every month designed to help you maximize the performance of your shop. Miss an issue? We archive all of our columns online at www.motorcyclepowersportsnews.com. Log on, read up and let us know how you’ve reinvented your dealership for success.
Colleen Brousil is the editor of MPN. Her monthly column “The Road Ahead” explores issues facing dealers across the country.
6 September 2012 motorcyclepowersportsnews.com
Roberto Almenar
ralmenar@babcox.com (330) 670-1234, ext. 233
Doug Basford
dbasford@babcox.com (330) 670-1234, ext. 255
Dean Martin
dmartin@babcox.com (330) 670-1234, ext. 225
Jim Merle
jmerle@babcox.com (330) 670-1234, ext. 280 Glenn Warner gwarner@babcox.com (330) 670-1234, ext. 212 Dave Wooldridge dwooldridge@babcox.com (330) 670-1234, ext. 214 John Zick
jzick@babcox.com (949) 756-8835
Don Hemming dhemming@babcox.com (330) 670-1234, ext. 286 CLASSIFIED ADVERTSING SALES Karen Kaim
kkaim@babcox.com (330) 670-1234, ext. 295
AFTERMARKET MEDIA NETWORK Babcox Media Headquarters 3550 Embassy Parkway Akron, Ohio 44333 (330) 670-1234 Fax (330) 670-0874 Babcox Media California 18004 Skypark Circle, Suite 260 Irvine, CA 92614 (949) 756-8835 Fax (949) 756-8836 CORPORATE Bill Babcox, President Greg Cira, Vice President, Chief Financial Officer Jeff Stankard, Vice President Beth Scheetz, Controller Copyright 2012 Babcox Media, Inc. MPN (ISSN 0164-8349) is published monthly by Babcox Media, Inc., 3550 Embassy Parkway, Akron, OH 44333 U.S.A. Phone (330) 670-1234, Fax (330) 670-0874. Periodical postage paid at Akron, OH 44333 and additional mailing offices. POSTMASTER: Send address changes to MPN, P.O. Box 13260, Akron, OH 44334-8660. A limited number of complimentary subscriptions are available to individuals who meet the qualification requirements. Call (330) 670-1234, Ext. 242, to speak to a subscription services representative. Paid Subscriptions are available for non-qualified subscribers at the following rates: U.S.: $69 for one year. (OH residents add 5.75% sales tax) Canada/Mexico: $89 for one year. Canadian rates include GST. Other foreign rates: $129 for one year. Payable in advance in U.S. funds. Mail payment to MPN - Circulation, P.O. Box 75692, Cleveland, OH 44101-4755. Visa, MasterCard or American Express accepted
BEST
Operators CLUB
JULY 2012 F&I DEPARTMENT PERFORMANCE By Steve Jones
GROUP NORM
Total Store Stats Total Store Sales YTD (millions)
5.0
TS Sales $$ % of Chg from PY
17.2%
TOP 5 AVG.
CHART 1 NATIONAL NORM
8.4
5.1
40.8%
13.4%
Total Store Gross Margin %
24.2%
27.5%
23.9%
Gross Margin % for Prior Year
24.4%
27.8%
24.4%
Contribution to Gross Profit: F&I
11.4%
14.8%
11.8%
Logged Wrkg Contacts % of Chg from PY
28.7%
89.8%
23.2%
25%
67.7%
29.7%
$26.60
$41.98
$24.85
Financed Deals % of Chg from PY Cost per Door Swing
I
always like to include a snapshot of some pertinent numbers for the overall store. This helps set the stage for the individual department data. The total store stats show us that the top five dealers did just over 8.4 million in total sales, while the average dealer for both this group and the national norm dealers sold around 5 million through the end of July. Total store sales dollars are continuing to increase compared with last year. Overall, the powersports business is still
showing steady growth. However, the top five dealers are absolutely on the gas — they increased by more than 40 percent as compared with 2011. Gross margins are holding steady, but could be a bit stronger for the group and the national norm dealers. Logged working contacts are increasing at a good rate as dealers continue to focus on their customer logs. Note that F&I contributed close to 12 percent to the overall store gross profit for the national norm dealers and almost
Finance & Insurance Department
GROUP NORM
TBOC
Finance GP % of Chg from Prior Yr
33.6%
Personnel Exp as a % of DGP$
22.6%
9.0%
21.0%
Gross Profit $ PVS
$257
$392
$265
Gross Profit $ PVF
$679
$990
$675
Finance Penetration
52.2%
63.4%
52.8%
Service Contract Penetration
31.9%
41.9%
31.9%
Prepaid Maint. Penetration
5.3%
15.9%
4.1%
Financed with GAP
11.8%
Aver # of Cust-Facing Staff, YTD GP $ per F&I Employee, YTD 8 September 2012 motorcyclepowersportsnews.com
1.05 $134,063
102.6%
CHART 2 NATIONAL NORM 25.2%
23.9%
12.4%
1.5
1.02
$221,521 $138,987
15 percent for the top five. Financed deals are up significantly over 2011, reflecting better financing availability and (probably) some consumer credit improvements as well. As you can see in chart 2, gross profit is up nicely in the F&I department for most dealers. The top five are up a staggering 103 percent! Given that our F&I classes have been full, and we are doing quite a bit of on-site F&I training as well, I suspect training is a big part of the reason. Another factor is the low personnel expense for the top five. They are producing considerably more gross profit income per employee in this department. Even though they are larger than the national norm or group average dealers in revenue and sales volume, they are only averaging 1.5 people in their F&I department. Wow. Do you suppose this might indicate that they have people with more skills and better training? The result of their effort really shows up when you look at the gross profit per vehicle sold (PVS) and per vehicle financed (PVF). How does your dealership compare with either of these numbers? How about compared with the finance penetration numbers? Remember, your ability to get them financed is vital to getting add-on F&I and accessories sales. If you aren’t making it happen in your F&I department, you need to ask yourself, “Why not?” Simple formula: Do what it takes to get it fixed and your profits will go up. The gross profit per employee number is a measurement that levels the field for all sizes of dealers. This is where the rubber meets the road. How much gross profit is your staff making for your dealership? Dive into the numbers for the F&I department in your dealership. How do they compare? If there are areas that need improvement, develop a list of actions to be taken in order of priority. Include target dates for completion and the name of the person responsible. Hold that person accountable. Have questions? Feel free to contact me for information, explanation or to discuss how GSA can help you grow your business profitably. t
Steve Jones, GSA senior projects manager, outlines dealerships’ best business practices to boost margins, increase profitability and retain employees. His monthly column recaps critical measurements used by the leading 20-group dealers. GSA is recognized as the industry’s No. 1 authority on dealer profitability.
Access to the new Voyager 5 data reporting and analysis system is available to any dealership for a nominal fee. For more information on GSA’s data reporting system, dealer 20-groups, on-site consulting or training, email steve@gartsutton.com or visit www.gartsutton.com.
motorcyclepowersportsnews.com September 2012 9
Black Book MarketWatch
Powersports Values Hold Steady By Ricky Beggs Values in the powersports market are holding steady this month. Normally during June and July we see the beginnings of a drop-off in values that accelerates as the summer winds down. The declines in value started a little earlier than usual this year and were a little larger than usual as well. Perhaps compensating for that, prices have remained mostly
ATV
Cruiser
Jet Boats
stable this month. While the overall trend for most motorcycles and non-watercraft vehicles is still downward, the values have declined only marginally this time around. The decreases are well under 1 percent for most late model units, as you can see from the segment averages in the on-
Off Road
On/Off Road
Scooter
Average Used Values
May To June Used Unit Value Change
ATV Cruiser Jet Boat Off Road On/Off Road Scooter Snowmobile Street Utility Watercraft
July $3,729 $8,896 $19,782 $2,421 $5,201 $1,973 $4,221 $7,234 $6,727 $5,966
August $3,715 $8,831 $19,953 $2,410 $5,181 $1,967 $4,306 $7,224 $6,704 $6,018
10 September 2012 motorcycleproductnews.com
Percent Change .37% .73% .86% .44% .38% .32% 2.02% .13% .34% .88%
screen chart/graph. Watercraft and jet boats have actually gone up somewhat this month. The extremely hot weather in much of the country appears to have increased demand for these types of vehicles that can be used on the water to cool off. July and August normally see substantial drops in value for the personal water-
Snowmobile
Street
Utility
Watercraft
craft segment, but we have not seen that yet from our auction reports. Make sure you keep an eye on both the weather and your local market to assess demand for these seasonal units as their prices will peak soon, if they haven’t already. The domestic V-Twin segment, which saw minimal losses last month, appears to have caught up with the overall downward market trend this time around. Prices for this segment have declined more than those for most metric cruisers, as well as the overall street segment. The declines are not huge, but do average almost a full percentage point more than the drops in value for other classes of street bikes. Combined with last month, this does bring their twomonth price performance back in line with overall market trends. t
&
Finance Insurance
Increase for F&I RBI Keep Swinging For Success By D.J. Stringer
W
hen you ask a top-shelf F&I manager how many swings they take when trying to sell an extended service contract, they will usually respond, “As many as it takes.” Ask a mediocre player, and they’ll usually say two or three. How many swings do you take? This is not baseball. The only way to strike out is to stop trying! There are at least five basic swings available to an F&I Manager when selling an extended service contract to a customer. Let’s take a look at these five key plays. The Menu Swing The Menu Swing should always be your first attempt. During the menu presentation of the benefits that are available to the customer at the time of sale, we have the first opportunity to offer the customer the option to say yes. Using a menu to offer the product also allows the F&I manager to be compliant with the 300 percent rule and have written evidence of compliance. Most of successful F&I professionals interviewed expressed the importance of making the explanation of benefits of the product very basic on the first pass on the menu. They stress the importance of retaining the power of
the ancillary benefits for the second swing. The Ancillaries Swing Most Extended Service Contracts include a list of ancillary benefits that add value to the product over and above the parts and labor benefit for mechanical failure. Some of the benefits often include a towing benefit, trip interruption and rental vehicle benefit. A picture can be painted of a scenario that puts the customer in a vulnerable situation so that they can see the need for the product. This swing requires the F&I manager to be very familiar with the features of each available benefit and the limits of each. The Horror Story Swing The third opportunity to hear “yes” comes when we take The Horror Story Swing. This swing requires some finesse and documentation. The finesse is in the F&I manager’s ability to tell a story that paints a picture for the customer and is 100 percent true. If the dealership has been selling or servicing extended service agreements, there have been some claims and therefore some good stories to back up the claim for the customer’s need of an extended service contract. The next requirement for this swing to be effective is docu-
12 September 2012 motorcyclepowersportsnews.com
mentation. The F&I manager needs to have current work orders that correspond with and give legitimacy to the horror story. Most successful F&I managers have “evidence binders” that include several different work orders and copies of paid claims as well as work orders for similar claims that were not covered and therefore customer paid. This is a very powerful swing in the hands of a good batter. The Reduce to Ridiculous Swing The Reduce to Ridiculous Swing is simple but important to use because it can put the cost of peace of mind in perspective for the customer. By dividing the cost of the warranty over the months, days or even hours of the loan term or ownership period, it seems ridiculous to not take advantage of all the benefits and the peace of mind that an extended service contract brings. The Budget Close & The 99 Percent Close When it comes right down to it, every objection a customer could offer as to why they do not want to take advantage of the benefits and peace of mind that comes with an extended service contract can eventually be reduced to cost or value. Either the customer
does not budget for it or they have not seen the value. The A-player F&I manager always has a logical path to take the customer down for either situation. The Budget Close and the 99 Percent Close are examples often used. The customer is shown that the logical conclusion is to take advantage of the benefits offered. Who wants to be illogical? The customer has now had five simple and logical opportunities to say, “Yes.” There are other swings that can be taken, but these are five easy swings for anyone to master. The order is important as each swing builds upon the last and takes the customer down a logical path. The successful F&I Managers will all tell you it takes more than three swings to be a pro player in this game. t RPMOne is a leading provider of F&I products and dealer development services dedicated to serving the powersports market. Due to its comprehensive experience with dealerships, lenders and insurance companies, RPMOne has created toptier F&I programs, Web-based tools, training programs, and sales and marketing systems to meet the unique demands of the industry. RPMOne’s mission is to increase client profit to its fullest potential.
TECH
Tips Pilot Screw Adjustment
By Cyclepedia Press LLC
C
arburetors control the amount of air and fuel entering the engine to provide the correct mixture for combustion. To do this over a wide operating range, multiple fuel circuits are employed. At idle and low throttle openings, the pilot, or slow fuel circuit, plays the most important role in fueling. As the throttle is The p opened, the carburetor transitions to the ilo c onjun t screw wo needle jet and jet needle circuit for midrks in ction w it h t range responsibilities, and the main jet he
pilot
14 September 2012 motorcyclepowersportsnews.com
for top end fueling. This is why a carburetor may run fine at one throttle position and poorly in another.
jet
The fuel circuits do overlap, but for the most part they can be adjusted individually. Changing the main jet size will adjust the top end of the operating range from half to full throttle. Adjusting the needle jet
A special to o l may be nee de d to turn the p ilot screw
o ving hen rem w l u f e r Be ca cap plug or
a
size, jet needle and needle clip position will affect the mid-range operation. This leaves the pilot jet size and the pilot screw for the idle and low throttle conditions. Pilot screws are preset from the factory and should only be adjusted under necessary circumstances. The screw may have a limiter cap or plug installed over it to prevent adjustment. The caps are often held on by Loctite and may need to be heated with a heat gun to be removed. Remember what you are working with — there may still be small amounts of fuel in the carburetor. Do not use a torch and take care to avoid accidental combustion. When removing a plug, you must be absolutely sure of its location or you can ruin a carburetor. Consult the service manual for proper instructions. Drill into the plug using a drill stop so you don’t go overboard and hit the adjusting screw. Thread in a self-tapping screw and pull out the plug. To turn the screw, a special wrench may be required. Also, the carburetor must be mounted in place when adjusting the screw. If you can’t get to the screw with normal tools, a flexible or 90 degree driver may be needed. Before removing a pilot screw, turn it all the way in until it lightly bottoms out. Do not force it in as it can be easily damaged. Count the number of turns it takes to bottom out the screw and record this number. If the manufacturer doesn’t provide a standard setting or the carburetor has been specifically tuned, this number will be all you have to work from. Remove the pilot screw and its related components. Most have a spring, washer and O-ring. Discard the O-ring and remotorcyclepowersportsnews.com September 2012 15
place it with a new item on assembly after the carburetor has been cleaned. Assemble the carburetor and return the pilot screw to its original position or the specified number of turns out given by the manufacturer. Install the carburetor to the vehicle and prepare the vehicle to run.
spring, s have a w e r c s t o Mos t pil d O-ring an r, e h s wa
Check the service manual for specific pilot screw adjustment procedures. Start the engine and warm it up to normal operating conditions. Connect a tachometer. Adjust the idle to the required specification. Generally, the pilot screw adjustment procedure involves turning the pilot screw in or out in small increments until the idle climbs as high as it will go. Return the idle to specification with the idle
adjuster. There may be additional specific instructions calling for an adjustment of the pilot screw based on additional turns and/or RPM change. Repeat the procedure as needed to make sure you end up with a bike that idles correctly. When you are done, install a new plug or cap as indicated in the service manual. t Brought to you by the people at WWW.CYCLEPEDIA.COM,
16 September 2012 motorcyclepowersportsnews.com
Cyclepedia Press LLC painstakingly publishes online service manuals for many popular ATVs, motorcycles and scooters. Our full-color, online product is the first of its kind in the powersports industry. We provide our customers with service information now, not in 3-5 days shipping time. Our time and money-saving, online manuals are a great complement to an Authorized Factory Service Manual.
CYCLEPEDIA PRESS LLC has been publishing interactive, Web-based service manuals for ATVs, motorcycles and scooters since 2006. Every CYCLEPEDIA manual includes step-by-step repair procedures, color photos and videos, specifications, diagnostic data and tech support. Mobile device-friendly and easy to use. Browse the full library at: WWW.CYCLEPEDIA.COM or call 828-645-0017.
THE
Service
MANAGER
Risk Management
How-To Reduce The Risk Of Legal Action By C.R. Gittere merica is becoming a more litigious society, and shops need to be aware of this all day, every day. Every employee needs to know that if their work isn’t conducted properly and thoroughly, your shop could find itself in hot water. Here are 11 ways to reduce your risk of litigation.
A
know exactly how far the unit went before the problem occurred. This can help reduce the chance of mechanical issues coming back to bite you. I have seen many customers claim they hadn’t ridden their bike at all since the last service. In one example when we checked the service history, it had been 7,000 miles.
Start with the proper check-in procedure. Make sure that both the customer and the department know what condition the unit is in when it shows up at the front door. This will keep the shop safe if the customer makes accusations about scratches and dings.
Use a standard vehicle inspection list. Every vehicle should get inspected every time it comes in for a repair. Even if the state inspection is not due, your techs should be looking over the unit and looking for the upsell.
Record mileage or hours. This way if something happens on the road, you can
Use a vehicle “not safe to operate” stamp. If the customer does not want to perform a service that is recommended for safety
concerns, stamp the RO “vehicle not safe to operate” and make the customer initial the repair order next to the stamp. An example of a situation to employ this tactic is if the customer’s unit has leaky fork seals. Many times, a customer does not want to get these fixed, but the oil can leak on the brake pads and reduce friction. If this happens and the customer crashes, they can try to come back to you and claim they were unaware of the problem. A good basic rule of thumb for determining when to use the stamp: if the unit won’t pass state inspection when it leaves your facility, it is not safe to operate. Keep all closed out repair orders. It is important to keep all closed out repair orders for a minimum of three years; however I prefer to keep the records on hand for seven years. Make sure you keep all the technician notes as well. This will help if something gets brought up in court. Always inform your customer about everything, every time. Make them sign off on not performing recommended service. Your shop should have a form for the customer to initial service work that has been declined. This will help if the customer comes back and implies you did not tell them about a recommended repair. Get a deposit. If the cost of the repair is going to exceed more than 30 percent of the retail value of the vehicle, a 100 percent deposit should be required before repairs begin. This will reduce the chance of the customer abandoning the unit. This is really critical when it comes to dealing with older ATVs and watercraft.
18 September 2012 motorcyclepowersportsnews.com
Safety comes first. Make sure all your lifts are up to snuff and are big enough to hold the units you are servicing. UTVs are getting bigger every year. Make sure your technicians have a way to work on them safely and efficiently. Cages aren’t just for hamsters. Over the last several years, I have seen several offbrand ATV tires explode while the technician was trying to bead them up. Each facility should have a tire cage to keep the technicians safe against exploding tires. Double check your new unit build quality. I have seen new units come from the factory with loose nuts and bolts on them that are not on the install list. If you can put a wrench on it, check it!
Inspect your insurance. Just because you have shop insurance doesn’t mean it includes everything that you do. Policies are changing all the time. Make sure your insurance covers additions and modifications to units. I have seen several insurance companies drop policies because they consider an exhaust install or rear set install modifying the vehicle. t C.R. Gittere and the Service Manager Pro team specialize in service department efficiency, elevating customer service and increasing department profitability. His monthly column focuses on best practices and unique ways to get the most out of your service department. More information about ServiceManager Pro can be found at www.servicemanagerpro.com.
motorcyclepowersportsnews.com September 2012 19
Web
SAVVY
Social Media Marketing Step It Up To Stay Relevant By Heather Blessington I want you to start thinking about the true advertising opportunities that present themselves through social media. I know, I know, you were taught that social media is a community, a sacred place not appropriate for advertising, you can’t just barge in and blast your promotions in with a blow horn (yes, I said these words myself). But we have evolved, naturally, to the reality that these sites present great opportunity to reach eyeballs, and more importantly, social sites need to make money to survive. Take Facebook as the perfect example of a highly re-
20 September 2012 motorcyclepowersportsnews.com
LinkedIn: Best Social Network for Lead Generation 3.00% 2.74% Visit-to-Lead Conversion Rate
S
ocial media marketing as a whole has moved far beyond posting a picture to Facebook or plopping some random promo on Twitter. These channels are solid, respected marketing and advertising machines. This is a proven fact, and all forms of digital media deliver reports to measure ROI. So it’s time to stop questioning whether or not social media is here to stay (I can’t believe people still ask me this question!). I think it is safe to say we are, as a culture, in it deep enough that our social personalities and lifestyles are not going away.
2.50% 2.00% 1.50% 1.00%
.69%
.77%
0.50% 0.00%
This study by HubSpot.com included 5,198 B2B and B2C businesses.
garded social media network that looked forward to a grand IPO earlier this year, only to fall flat on its face because it didn’t have a revenue-generating business model — at least not a real one, positioned to satisfy Wall Street. This is not to say that participating in social media channels is no longer social — it’s just stating the reality that tossing in some shameless self-promotion is not a deadly sin anymore. Google+, Twitter, YouTube and the gang are all in the same boat. Money is the name of the game, it always has been and it always will be. This, my friend, presents great opportunity for you as a business owner, so let me help you wade through all the noise to get focused on making a social media advertising
model that will work for you. Determine Marketing Objectives The first question I always ask clients is, “What are your marketing objectives?” Generally, I get a blank stare, a nervous smile or a quick few words of pure honesty like, “No clue.” Good answer, well, kinda. This tells me we have a clean slate to start with, but it also tells me your head is not in the marketing game, and we’ve got some work to do. You’re probably thinking, “How can I think about marketing when I am in the weeds all day putting out fires and focused on sales, inventory, budget, staffing and a fistful of other more pressing issues?” It’s time to make marketing a pressing issue. Marketing drives your business.
Marketing creates your brand image. Marketing dictates your reputation in the marketplace. Marketing is not something to be taken lightly, so let’s move it on up to the top of the totem pole of priorities (and please, don’t place your marketing in the hands of some low-paid intern because you’re cheap). For help defining your objectives, visit MPN online for a Marketing Action Plan designed specifically for powersports dealers. Advertising Opportunities Once you have defined objectives, we need to take a look at what marketing initiatives you’ve tried in the past, what worked, what failed and why. These are all clues to tell us what direction to head in when it comes to social media advertising. For example, if a dealer tells me that service specials have always brought in foot traffic when ads ran in print campaigns, this makes it a no-brainer to try something similar on Facebook. Facebook: Facebook ads have tremendous reach in comparison to most newspaper or magazines, and targeting for your specific demographic is unreal. We can literally pinpoint a city or county, then narrow down the target by gender, age, education level, and most importantly, categories of interest. A Facebook-targeted audience is composed of users who are most likely to click and convert to sale. Another advertising opportunity to check out is Facebook Offers (similar to Groupon, Promoted Posts and Sponsored Stories). To learn more about Facebook ad campaigns, go to http://www.facebook.com/advertising/. LinkedIn: A recent study by Hubspot shows LinkedIn blows away Facebook and Twitter on advertising performance — by a whopping 277%! But does it work for B2C businesses? Hubspot says yes since “less content is generally posted to LinkedIn than to other social networks, which is probably because people almost exclusively post marketing-related content as opposed to their children’s photos or social ‘chatter.’” This means there is less clutter on LinkedIn, making a person capable of consuming more active content at any
given time. In other words, a business’ marketing posts are more likely to be noticed on LinkedIn than somewhere else.” For more info on LinkedIn advertising, go to http://www.linkedin.com/advertising. YouTube: YouTube is hands down the greatest branding tool every created in the history of the world (those who know me know I get quite worked up about YouTube because I have seen it deliver amazing results in my life and business). Just so this part of the column isn’t totally biased to my opinion, I’m going to utilize content direct from YouTube to explain how to start: Step 1: No need for big-time TV production. Shoot it yourself! Or hire it out. Try a friendly tour of your shop or a howto video. Just be yourself: it works wonders. Step 2: Post your video on YouTube (it’s free!) Then use Google AdWords for video to promote it to the right viewers. You’ll only pay when viewers choose to watch your video. That’s it! What could be easier? More info at http://www.youtube.com/yt/advertise/get-started.html. Leveraging Your Top Performing Network Once you find the social media channel that works best for your business, here’s what you need to do to keep performance up: 1. Invest time and budget to grow that specific channel. 2. Post more of the targeted content that’s working. 3. Find more opportunities to post relevant calls-to-action. 4. Don’t take success for granted, keep learning. Good luck, and be sure to send me your success stories! t Award-winning blogger and CEO of Duo Web Solutions, Heather Blessington is a nationallyrenowned speaker on social media marketing and a digital marketing veteran. Her company provides MPN monthly columns focused on best practices in Web marketing for powersports dealers. motorcyclepowersportsnews.com September 2012 21
PEAK
Dealership PERFORMANCE
Nine Skills Imperative for Your Sales Success By Mark Rodgers
I
remember it like it was yesterday …The year was 1984, Van Halen was on the charts with that ridiculous song called “Jump,” Gretzky was still on the ice, and Ronald Reagan had announced he would be seeking a second term. Harley-Davidson had just come out with their Softail model (1984 ½ with a kicker!) and I was a long-haired college sophomore (mullet!). The place was my academic advisor’s office. “What about job security?” I asked the curmudgeonly communications professor Cove Hoover. Cove’s slate grey eyes pierced my young adult consciousness as he furrowed his bushy white eyebrows disapprovingly. In a voice that would make James Earl Jones jealous, he said, “You, Mark Rodgers, are your own job security.” Like Paul on the Road to Damascus, this is when I had my epiphany. I was in control of my career fate. If I wanted to be successful, I had to acquire necessary skills, become expert at their use and seek out opportunities to use them in a way that maximized my return. Huh. Ain’t that a kick in the head? It was, for me, a liberating idea. Development isn’t easy, which is why so few people actually engage in it. Have you ever known someone who tells
you they have 25 years of experience, but you very quickly find out they have one year of experience that they’ve repeated 25 times? I once had a person tell me they bought our book and it didn’t improve their sales. I asked if they read it and used any of the ideas. They said, “No.” I responded, with no small amount of derision, “It isn’t a magic book.” It takes tenacity, it takes resolve and it takes self-discipline to improve and ensure your success. If you want to move forward in this business, you better get busy on the tough work of selfdevelopment, because I have news for you — customers are getting smarter by the minute. We’ve worked with literally thousands of people over the last 25 years and have developed a solid model for sales development. If you want to be successful in this or any business, you need to have exceptional product knowledge, superior language skills and process proficiency. Here are some quick questions to ask yourself and your team. Product Knowledge Can you give three clear, concise and compelling reasons why someone should do business with you? This is known as your value proposition and is the most
22 September 2012 motorcyclepowersportsnews.com
basic question you can be asked. Although a more general type of product knowledge question, you’d be shocked at how many people, dealer principals included, can’t answer this question. You’ve got to be able to articulate how doing business with you benefits them. Can you tell me the basics of your products without having to look them up in the brochure? You certainly don’t need to be able to recite gear ratios, but you should be able to tell me things like fuel capacity, dry weight and mileage without running to an app. Some ask, “Why remember something you can easily look up?” One word: credibility. This is your profession, the way you earn your living. Shouldn’t you have some level of expertise in it? I have another word for those who have to look up the basics: lazy. Can you tell me something about your product that isn’t in the brochure? This is a real key to your success in today’s marketplace. Everyone, and I mean everyone, does Internet research before making a significant purchase. What you need to provide is a smack in the head, “aha!” moment, information they can’t get anywhere else. Read voraciously, ride enthusiastically and get insights from as many people as possi-
ble about your products. Then synthesize this information into key differentiators. People spend time with those who improve their condition. Language Skills Do you ask interesting and thought provoking questions? “What kind of riding are you planning on doing?” Please, for the love of all that is creative; tell me we can ask better questions than that! It’s a fair enough question, but it has seen its day. Here are some more interesting options” • “It’s your day off, it’s just you and your motorcycle, what do you do and where do you go?” • “If you could have Willie ‘G’ design just one more bike, what would it be?” • “What do you think was the best motorcycle of all time? Why?” • “If you had to choose between form or function in a motorcycle design, which would it be?” “If you had to describe your riding style in just one word, what would it be?” Do you use excellent word choice and language to communicate? “Our savviest customers put 20 to 25 percent down on their motorcycle purchase. This puts them in a terrific equity position.” The word ‘savvy’ here is aspirational, everyone wants to
be it. “Here’s what I’m going to recommend, let’s pick out the motorcycle that’s right for you, then, we’ll introduce you to our business manager.” ‘Recommend’ is a term that connotes authority and expertise. People defer to experts. ‘Recommend,’ ‘suggest,’ and ‘advise’ are all what I call ‘expert language.’ Some words are simply more compelling than others. Can you use metaphor, simile and analogy well? Forget about defining each, just try and use language that evokes powerful mental imagery. • “This 45 degree angle V-Twin is the heart and soul of this motorcycle.” • “The powercoated clear on this paint job is as hard as a diamond.” • “Hitting second gear on the HarleyDavidson V Rod is like a F18 Hornet launching from USS Nimitz.” Don’t overdo it with these; a little goes a long way. But with judicious use, descriptive language can be very persuasive. Process Proficiency Can you prove you understand that sales success is really a series of small agreements and that you know how to obtain them? The science is irrefutable. People who make small agreements early in a relationship are much more likely to make bigger commitments later. I was working with a dealership person who was responding to an Internet lead. As he thrashed at his computer’s keyboard I inquired about his email’s objective. He temporarily halted his abuse, looked at me like I was as dumb as a bag of hammers and said incredulously, “I’m trying to sell this guy a motorcycle!” He didn’t get it. You don’t try and sell a motorcycle via email. You try and get the prospect to return your email. That’s the first “yes” you should be trying to achieve. Do you have a defined and demonstrable progression to your sales process? Establishing a relationship with someone is all well and good, but too intangible to manage effectively. Step one: capture name and contact information. If you can’t write down a prospect’s first and last name, cell number and email address after speaking with them for 15 minutes, what in heaven’s name are you doing out there? For each step of your process, you need 24 February 2012 motorcyclepowersportsnews.com
to be able to provide observable proof that you’ve reached that next step. Whether it’s having them sit on the bike or compete a test ride evaluation review, you need an outcome that indicates you are moving forward. As an aside, you need to realize that you have to establish rapport in order to capture contact information. If that’s not understood, go back to square one. You know how to ask for the business? More than 60 percent of all retail transactions are not consummated because the salesperson doesn’t do one thing: ask for the business. Do you demonstrate regularly that you can ask professionally yet assertively for the customer’s business? Because not being able to do this classifies you as nothing more than a professional visitor. These are by no means the only skills necessary, but they are a great start to giving you substantive, real world targets to calibrate your own development. I remember it like it was yesterday … It was 1988 and it was my second day at Hannum’s Harley-Davidson. I had just met Rita Hannum who as about five feet nothing and often came to the dealership directly from her tennis workout. She stood intentionally close with a burning, intense demeanor only a dealership owner knows and said, “Mark, here at Hannum’s you’re only one of two things. You’re either an asset or a liability. Which of those two things will you be?” Needless to say, the conversation left quite an impression since I’m still talking about it all these years later. To be an asset and to experience success yourself, you have to acquire necessary skills, become expert at their use and seek out opportunities to use them in a way that maximizes your return. In this business, you’re either an asset or a liability. Which of those two things will you be? t An award-winning author, top-rated trainer and founder of Peak Dealership Performance, Mark Rodgers holds a master’s degree in adult education and the National Speakers Association Certified Speaking Professional designation — only 500 people in the world have this coveted recognition. Contact Mark@peakdealershipperformance.com to improve your performance.
PWC UPDATE Yamaha Reveals Familiar Line For 2013 s the saying goes, if it ain’t broke, don’t fix it. Yamaha’s personal watercraft sales figures certainly indicate it ain’t broke, so the fact that the brand returns almost its identical line to 2012 should come as little surprise. Back for another year are three familiar model lines, including the Versatility series (VX Cruiser, VX Deluxe and VX Sport), Performance series (FZR, FZS, VXR, VXS and Super Jet) and the flagship Luxury Performance series (FX Cruiser SHO, FX SHO, FX Cruiser HO and FX HO). Yamaha reps are proud to point out a VX model is the industry’s best-selling watercraft for the eighth year in a row. The FX Cruiser SHO also ranks as the best-selling luxury-performance model, and returns for its first full year of sales after a late spring introduction in 2011. “There is not another watercraft in the industry that is as in tune with today’s luxury performance buyer as the Yamaha FX Series,” says Yamaha product manager Scott Watkins. “Not only does this series feature the largest displacement engine in the industry, but it is packed with the latest innovations and technology. From Cruise Assist to neutral gear to the theater-style seating, the FX Series offers consumers a fun, fast, comfortable ride with amenities and features that exceed what
A
they thought was possible in a personal watercraft.” Yamaha’s national marketing manager Bryan Seti contends the brand dominates virtually every segment of the personal watercraft industry. “We’ve focused on innovation and luxury to propel the FX Series to the top of the luxury performance segment. Our VX Series offers the reliability,
well familiar with. How do you keep things fresh? Marketing communications manager Andrew Cullen says the primary focus for 2013 is on two specific areas the company feels are most important to consumers — reliability and showroom appeal. The reliability portion of the equation is already proven, and returning engine packages should con-
dits may note the lack of anything truly new in the 2013 line, Yamaha reps are quick to point out the company is feeling quite good about the current state of the industry. Indications are that the personal watercraft market overall will actually be up 3 to 4 percent over 2011. “It’s fantastic,” says Cullen. “To see the industry jump up a
performance and value that the entry-level buyer demands. And our performance models have demonstrated their leadership on the race course with multiple national and world titles. This is an exciting lineup for Yamaha and one that offers a model we know connects with every type of consumer.” Exciting and focused yes, but it’s a lineup dealers are
tinue the brand’s glowing reputation. In terms of showroom appeal, it’s the small details the company hopes will make a difference. Seats have new stitching to improve both looks and longevity. Colors continue to showcase Yamaha’s deep metallic paint schemes and now include a bold new Velocity Yellow on both the FZS and VXR models. While some industry pun-
few points is fantastic.” Cullen also noted that it was a pretty good year for all manufacturers, who have all enjoyed relatively strong sales without the excessive inventory that plagued recent years and resulted in widespread markdowns of product. “It’s a good thing,” says Cullen. “It was a good year for everybody. You want an industry without heavy discounting.” t
26 September 2012 motorcyclepowersportsnews.com
DESTINATION
Dealership
By Margie Siegal
t’s early in the morning, and three Gold Wings are cruising down a highway, headed to a scenic destination — the long way around. But if the Wings are anywhere near the Dallas/Fort Worth area of Texas, they will probably be making a detour to DFW Honda to check a transmission, buy a tire or get an upgrade. DFW is well known in the Wing community as the go-to place for Wing TLC and enhancement. The support of Wing riders is a major reason Ride Texas magazine has recognized the dealership as one of the Top 10 in Texas for service, dealership and facility.
I
How has DFW become an L-5 Power House Honda dealer (one of 40 in the United States) while also earning an A+ rating from the Better Business Bureau? The owners credit maintaining a good relationship with their customers while keeping a firm eye on the bottom line. In fact, one of the first things they did after they bought the business was to find an operational accountant (not a CPA) and put him on the management team. The DFW story started in 1976, with the opening of a Honda dealership in the Dallas/Fort Worth area. The present owners
bought the dealership in 1994 from the second owner. At the same time they were finalizing the purchase, they started going to Gold Wing Road Riders of America meetings. “We went to GWRRA meetings for six months before we told the membership we owned a Honda shop,” says owner Mark Lamb. Their idea was to learn the concerns of Wing riders and also develop a one-onone relationship with the 400 members of the local club. This relationship has continued to flourish with the current team at DFW Honda. DFW features an easy-to-find link to the
DFW Honda
Deep in the Heart of Texas’ Motorcyclists
GWRRA on its website and sponsors Gold Wing Riders events. However, this social relationship is conducted with an eye to the business. For example, instead of door prizes, the dealership gives out gift cards. “That way, they have to go to the store to claim their prize,” says Lamb. At DFW, each Gold Wing sale is overseen by the sales manager. DFW salespeople know that Gold Wing riders tend to buy a bike, dress it out and then leave it that way making no further alterations during the time they own the machine. As a result, the store has a one-time chance to sell accessories. DFW makes it as easy as possible 28 September 2012 motorcyclepowersportsnews.com
for the new bike buyer to buy those accessories at the dealership, offering a large discount at the time of sale. Wing riders put serious mileage on their bikes — 10,000 to 30,000 miles a year. They keep the service department busy maintaining the multiple systems on their state-ofthe-art rides. They are also very picky about the mechanic who maintains the motorcycle and want everything perfect before they head off to Bozeman, Mont., or Lake George, N.Y. DFW Honda is lucky to have a well-known mechanic on staff for the last 10 years who knows each customer’s name and what they want. Wing riders know him by name and trust his work. Another focus at DFW is the relationship with the passenger. Wings tend to be a couple project, and the wife is usually just as involved with the motorcycle as the husband. DFW impresses on all staff that a woman in the dealership is just as much of a customer as a man, and she needs to be treated seriously and with respect. The Wing passenger will often want the passenger seat customized for her comfort. She needs protective clothing, helmets, boots and gloves.
without their husband’s input, since they trust the dealership and know it will set up the bike just as he likes it. In addition to being the go-to place for Wing sales and service, DFW also rents Gold Wings and ST1300s. The idea of the rental business started with customers who asked the shop if they could borrow a Gold Wing for a full day or a weekend and try it out properly. Three years ago, after locating an insurance company that would cover the program at no liability to the dealership, DFW started advertising a “9 to 5 for $95” rental program. The rental bikes are fully
win a National flat track event. Racer sponsorship is much appreciated by the riding community and ensures continued respect for the dealership. “People who work here race. Their wives, sons and daughters race. We have always been involved in motorcycle racing,” says Lamb. Lamb credits their success to hard work, their great customers and guidance from Bill Shenk, Powerhouse Dealer Services. “Bill took us and showed us the way. We implemented best policies and procedures through 20-group training. For example, we have a production pay plan with
Increasing numbers of women who start out as passengers are learning to ride and buying cruisers. Their pre-existing good relationship with the shop assists with the decision to buy that cruiser from DFW. Quite a few then step up to a Gold Wing, and DFW is experienced in ways to cut down a Wing for a shorter rider. The dealership estimates that at this point, 11 percent of their customers are women. Lastly, a woman will, not infrequently, sneak into DFW and conspire with the staff to surprise her husband with a new Wing for his birthday or Christmas. These women have no problem picking out a motorcycle
loaded, and DFW offers to apply the cost of the rental to the purchase of a Gold Wing. Rental customers are usually people who want to try out a Wing before committing to a purchase, or cruiser or sportbike owners who want to go on an extended trip. DFW points out that the rental arm of the business is a customer service and a selling tool. There is no intent to go into competition with EagleRider. In addition to supporting rider’s associations, DFW also sponsors racers. A longtime sponsor of multi-time Grand National winner Chris Carr, DFW is currently working with Shayna Texter, the first woman to
most employees. That way, the dealership is able to keep most employees on board during slow times, and everybody benefits from the good times. We can float up or down: even owners’ compensation is pegged to production. We can be affected by economics or the weather, and still stay in business. “We are selling a lifestyle, and we want our customers to see our business as integral to that lifestyle.We get the riding young and encourage our customers to keep riding.” t
motorcyclepowersportsnews.com September 2012 29
Dealer Management System Review
M
any dealers see selecting a Dealer Management System vendor as a one-time “set it and forget it” investment, but with ever-improving technology, the system you selected a decade ago to streamline your business operations may actually be costing you time and money. Selecting the right Dealer Management System can be a daunting task, especially if you’re more tuned into tuning forks than fine-tuning systems and software. With the help of top DMS providers, we’ve created this list of questions for you to ask yourself as you review your current DMS provider and compare it to other vendors in the marketplace. Visit www.motorcyclepowersportsnews.com and click on the Buyer’s Guide link to find a full list of Dealer Management Systems providers.
1. 2. 3. 4. 30 September 2012 motorcyclepowersportsnews.com
Does the system offer 24 hours a day, seven days a week access to your data from any device on any operating system, or can you only access your data from the computer at the office? Does the DMS provider back up your system and your data on a daily basis, or do you need to do it yourself and be involved in managing technology? Does the DMS provider perform the system updates for you, or is it something you need to learn and do for yourself? Are you required to sign a long-term contract that locks you in with a specific provider for a specific amount of time, or can you pay month-to-month and pay for only the specific number of users on the system in any given month?
5.
Does the DMS system require a significant upfront investment and include monthly or annual software support to maintain the system?
6.
Does the DMS system require you to purchase specific hardware (computers) with specific operating systems, or can the DMS run any device using any operating system?
7.
Does the DMS system have an integrated accounting program combined with a payroll and credit card module so you are getting a complete business system rather than just a POS and Inventory control program?
8.
Does the DMS system include modules such as eCommerce integration, consignment, rental, finance & insurance, (CRM) customer relationship management, accounting, warranty/rebates, invoicing, etc., or are you required to purchase each module separately?
9. 10.
15.
Is the system easy to use?
What kind of technical support does the DMS provider provide?
16.
What type of training is offered to assist the dealer in learning the system? Print, online videos, online training, on-site training?
Is the DMS system designed to grow as your company grows, and can the system manage multi-store operations?
11.
17.
Does the DMS system offer you the ability to email or text message your customers?
12.
What kind of reporting does the system offer? Can you customize reports?
13.
Does the DMS provider manage your price files for you?
Does the DMS provider offer software demonstrations and/or give you access to their system so you can “test drive� the software and do a complete and thorough evaluation of the features and benefits prior to making a decision? Will the DMS provider offer you a long list of satisfied customers so you have an opportunity to speak with and ask questions of actual end users? t
14.
Is the DMS system able to integrate with all the different parts look-up programs and/or does the system offer any direct integration with a parts lookup vendor?
motorcyclepowersportsnews.com September 2012 31
E
rik Buell’s passion for two-wheeled perfection led him to take a new road after the unforeseen crash of the original Buell motorcycle brand. Erik is back with a new company and a new will to win free from corporate limitations. A mechanical engineer by training and a top-level road racer by avocation, Buell began designing race bikes in 1973. A job with The Motor Company enabled him to pursue both his professional development and his racing career for four years before he started his own Buell Motorcycles operation in 1983. Eventually he sold the Buell business to Harley and ultimately 135,000plus sportbikes were produced in the 15 years before Harley turned the tap off on that division. Like any good racer, Erik has bounced right back up determined to win. This genesis led to the creation of Erik Buell Racing (EBR) and its goal to be the true American sportbike company. A manifesto on the company website neatly sums up the EBR mission: “We think like racers, making decisive, aggressive and calculated decisions. But we also think like passionate riders. We make bikes that we want to ride. Most of all, we feed off Erik and his fire-in-the-gut passion to build fast, magnificently engineered motorcycles.” Not a bad starting point, but EBR also offers more tangible benefits to potential dealers. Starting with the dealer in mind, EBR offers some of the highest margins in the industry, bar none. “We want the dealer to benefit from stocking the line, so we built in a margin that is greater than the European bikes,” explains EBR vice president of sales and marketing Jim Dorman. “We believe the dealers deserve to earn an honest profit while selling a pre-
32 September 2012 motorcyclepowersportsnews.com
Helping to boost the local economy, EBR will do all design, testing and assembly work in East Troy and plans to focus a substantial portion of its spending on Wisconsin, Midwest and American vendors.
Win-Win For The Dealers
"Our research shows a very strong global market for this kind of motorcycle, and this funding will allow motorcycles designed and assembled in East Troy to be used all over the world," says Erik Buell. "It's a great boost for our company, for Wisconsin's exports and for American business as a whole."
motorcyclepowersportsnews.com September 2012 33
mium product.” Winning on the track is only half the battle and means nothing without winning dealers. “We have proof of concept winning at the track. We have the engineering expertise and production capacity as well as the back-end resources to be taken seriously as an OEM,” adds Dorman. “What we need now is a viable dealer network.” In a total paradigm shift, EBR intends to build this network from the dealerlevel up, rather than the traditional OEM route of dictating terms down to its dealers. After an intentionally controlled launch, EBR is ready to bump the rev limiter, particularly when it comes to accelerating the development of its dealer network. Successful production and sellthrough of the initial 1190RS flagship bikes, not to mention running at the front of the AMA Superbike pack this season, has EBR ready to “win on Sunday, sell on Monday,” according to Dorman. “We have had great press, including Erik being named Motorcyclist Maga-
zine’s ‘Motorcyclist Of The Year’ and Cycle World naming the 1190RS ‘Superbike Of The Year’ in its annual 10 Best awards in 2011, and our on-track success in 2012 has been exceptional as well with EBR team riders Geoff May and Danny Eslick putting the bikes in contention at every AMA Superbike race this season.” Perfect brand positioning for a “superbike with lights” machine. This is just the beginning. EBR is launching three new platforms in 2013 — an R version, a Street Fighter and an Adventure series. These three new models will be based upon the EBR-designed and developed 1190cc liquid-cooled twin and will be priced under $19,000. “We are committed to developing a wide variety of platforms in the coming years,” explains Dorman. “EBR is truly committed to our dealer network … Our goal is to help the dealer succeed financially first.” Part of this financial success stems from the fact that the total expense for special tools comes in under $500. Better yet, franchised dealers don’t have to
34 September 2012 motorcyclepowersportsnews.com
stock a million dollars worth of spares. “There really is no need for a huge parts inventory,” Dorman points out. “Many of our components are made in America, stocked in our factory and ship next-day to our dealers … all of which means no need to have a lot of money tied up in parts inventory.” And again, given Erik Buell’s racing background, a wide array of dealer-installed performance upgrades are already available, further enhancing the margin for franchise holders. “Doing business with EBR is different than what dealers have experienced with OEMs in the past,” says Dorman. “Having the factory based here in East Troy, Wis., means we will ship units on a monthly basis without having to overwhelm a dealer with a one-time annual order.” It also means motorcycles are shipped with the wheels mounted and the bars in place for minimal dealer set-up/PDI time. Also, unlike some other OEMs, any special tech training is handled via webbased training modules, so there is no need for downtime in a dealer’s service department. Any warranty work that should come through will be paid at your published shop rate. The only requirement that EBR does have is that dealers stock a minimum of three bikes, as well as having a demo unit on hand. Further establishing EBR as a serious threat on the showroom floor is the “StoreIn-A-Store” concept. A freestanding display featuring three bikes, EBR Racewear/casual apparel and an array of branded accessories combine to give this program some real punch. Protected dealer territories, collateral marketing materials from EBR and other value-added elements have been built into the dealer agreement. “We know that you have made large investments in your existing dealership, so we want you to get excited when you hear how our Erik Buell Racing Valued Dealer program works,” adds Dorman. “We’re looking for dealer partners who understand the value of offering riders the chance to own one of the most exciting sportbikes to ever come out of this country. “We have many game-changing opportunities incorporated into EBR,” concludes Dorman. But like the U.S. Marine Corps, EBR is only looking for a few good dealers. Do you have what it takes? t
Custom Finished Wheels Performance Machine Performance Machine offers the option to color anodize its parts to achieve a striking look. Choose from gold, grey, green, pink, orange, red or blue, or select a multi-colored or camouflage option. Parts can be finished in a solid color, an aluminum/color combination or a matte/high-sheen combination. The Performance Machine custom finish options can be applied to any of the brand’s wheel designs and matching components including discs, belt sprockets and Super Gas faceplates. ------------
For More Info: 800-479-4037 www.performancemachine.com
HD Alloy HD3 Wheel STI Tire & Wheel The HD3 ATV and UTV wheel features an attractive gloss black and machined finish, heavy-duty wheel lips and a low-profile center cap. The HD3 carries a lifetime structural warranty, allowing your customer to ride with confidence. It is available in 12-by-7-inch and 14by-7-inch sizes for virtually all ATV and UTV applications. It retails at $79.95. ------------
For More Info: www.stitireandwheel.com
36 September 2012 motorcyclepowersportsnews.com
Majestic Wheel RC Components The Majestic is an elegant six-spoke design that offers a clean and classy appearance with portions of the design extending onto the outer edge of the rim. It is offered in a chrome, flatline or gloss black powdercoat. Sizes range from 16 inches to 26 inches. The Majestic has matching Airstrike Air Cleaner, rotors, pulley and sprockets available, and comes with a seven-year warranty. The MSRP is $1,249. ------------
For More Info: www.rccomponents.com
motorcyclepowersportsnews.com September 2012 37
Custom Spoked Wheels Paughco Paughco is now offering its line of custom spoked wheels in red and black powdercoat finishes. Each rim and outer portion of the hub is powdercoated. Fronts have a screw-on cap, while spokes and inner hub sections are fully chromed. The front can be ordered in 21-by-2.15-inch and 16-by-3-inch sizes, while rears are available in 15-by-5.5 inches and 18by-5.5 inches. Current models are available in 40-spoke only. Wheels come with bearing pre-set and are offered for use in both custom application and set up for direct fitment to most Harley-Davidson models. The suggested retail is $399.95. ------------
For More Info: www.paughco.com
Pro Series Sportbike Wheelset RK Excel America Inc This product is a universal streetbike wheel system that allows the user to mount the wheel from one brand or model to another using model-specific carrier adapters. The aggressivelystyled Pro Series design is machined from forged aerospace aluminum for increased strength, and the hard anodized "Magnum Gray" finish complements the look of any bike. Available in 17-by-3.5 inches and 17-by-6 inches. The suggested retail price is $1,895. ------------
For More Info: www.rkexcelamerica.com
Vintage Wheel Marvic Marvic is glad to serve the vintage market with several versions of popular wheels. For the Ducati 851/888 enthusiasts, the company offers the Streamline 3 spoke wheel in a 17-inch diameter. For owners of older bikes, as well as race bikes like the Yamaha TZ 750, it offers replica Morris and Campagnolo wheels in seven and five-spoke designs. These wheels are sized for the period correct 18-inch tires. Wheels are available as direct fit and with universal hubs for custom applications. ------------
For More Info: www.yoyodyneti.com
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Hardcore Wheel Set Pro-Wheel The Pro-Wheel Hardcore Wheel Set comes complete with the necessary components, such as spokes, tires, tubes, rims, billet hubs and more. All components are interchangeable with OEM products and are available individually. These wheel sets are also available for YZ/RM 85s and CRF150s (standard size and big wheel) for $795.00/set. The retail price is $895. ------------
For More Info: www.prowheelracing.com
SS216 Wheel ITP The lightweight, one-piece aluminum SS216 features an all-new Rock Armor reinforced inner wheel lip design. It comes standard with a lifetime structural warranty. The SS216 is tough enough to boast a 1,000 lb. load rating for both its 12-by-7-inch and 14-by-7-inch sizes. It rolls out in a bright, machined finish with black accents and is topped with a durable clear coat to help maintain its rugged style. A matching SS center cap is included with every wheel. ------------
For More Info: www.itptires.com
15-Inch Billet Center Wheel OMF Performance Products The 15-Inch Billet Center Wheel, designed specifically for UTVs, showcases an aluminum shell for a solid foundation. The billet center allows your rider to change the offset, bolt pattern, style or color of the center without purchasing a whole new wheel. A reinforcing ring on the back side of the wheel and a beadlock on the front side add enhanced durability. Wheel weight varies with options, but a race-ready 15-by-6-inch wheel weighs in at just over 15 pounds complete with the beadlock and inner reinforcing ring. Smaller sizes are are also available. The retail price is $649.95. ------------
For More Info: www.omfperformance.com
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MPN, Peak Dealership Performance and WPS have chosen five finalists, now it’s up to you to vote for the ultimate Dealership Superstar! Visit us online at www.motorcyclepowersportsnews.com to read the finalist profiles and vote today — unlike the election in November, we welcome you to vote early and often. You can vote for your favorite finalist once a day now through Sept. 28.
The 2012 Dealership Superstar Finalists
I
n 2012, the team at Western Powersports has joined Dealership Superstar program founders MPN and Peak Dealership Performance in recognizing dealership employees who show innovation in their field, great compassion for their dealership and its customers, and remarkable salesmanship. As the nominations rolled in for our 2012 Dealership Superstars, we noticed a trend — many true Superstars blur the lines between specific roles in the dealership, especially in smaller shops. “Since I wear so many hats, it’s not fair that I can only pick one category,” notes Dealership Superstar Jim Hamlin in his self-nomination. Jim and many other spoke, and we’ve listened. Instead of choosing five finalists that fit neatly into the departments of the dealership, we’ve selected the top five overall nominees as the candidates for your consideration as the ultimate Dealership Superstar. And while you’ll consider five nominations, you’ll actually be considering six individuals, as our final nomination recognizes a pair of top performers!
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And the finalists are... Dale Baril Parts Manager, Marquette Powersports Marquette, Mich. Years at Dealership: Five Nominated by: David McCord
Brent Bayes Service Manager, Cycle Specialties Cincinnati, Ohio Years at the dealership: 34 Nomination by: Rob Elkins
Angel Earles
Visit us online at www.motorcyclepowersportsnews.com to read the finalist profiles and vote today — unlike the election in November, we welcome you to vote early and often. You can vote for your favorite finalist once a day now through Sept. 28.
General Manager, Motorcycle Factory Inc. Woodbridge, Va. Years at the dealership: Six Self-Nominated
Jim Hamlin Sales/parts manager/Triumph/Moto Guzzi Technician, Branchville Motors Ridgefield, Conn. Years at the dealership: Five Self-nominated
Erin Eake & Karra Marg Team Winnebagoland Oshkosh, Wis. Nominated by: Tom Van Zeeland Erin: Years At Dealership: Seven Karra: Years At Dealership: Six
motorcyclepowersportsnews.com September 2012 43
Essentials Off-Road Gear Renegade Pant, Jersey and Glove MSR MSR's new 2013 Renegade line features a subtle digital camo print throughout the gear. The pant features dual side adjusters with a ratchet buckle for plenty of adjustment. Embossed leather, lightweight TPRs and a mesh liner are added bonuses to the design. The jersey features a generous raglan cut and is made of a lightweight construction with lycra collar and cuffs, which provides air flow and comfort. The glove includes an embossed airprene cuff for stability and comfort, a synthetic palm/thumb panel for wear-resistance and silicone fingertips for positive lever feel. The MSRP is $172.85.
2013 Lite Hydrogen Racewear FLY Racing Designed by pro racers Trey Canard and Andrew Short, this new line of racewear features a lightweight, non-restrictive, minimalist style. The “lite” design eliminates non-essential features and replaces them with high-end, breathable, elastic woven fabrics. ------------
For More Info: www.flyracing.com
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For More Info: www.msrmx.com
Sahara Series Racewear Moose Racing As its name suggests, the Sahara Series is designed to keep riders cool in hot conditions. Its lightweight design features various panels for added breathability and protection. The pant showcases a pre-bent design in the knee for comfort, while the jersey’s raglan sleeves allow for freer movement. The gloves feature fingertip ventilation to reduce sweating and tacky-grip palms for additional traction. The jacket and gloves come in sizes small – 3XL, and pants come in 28-48” sizes. The series comes in seven different color combinations and ranges in price from $209.85 to $219.85.- ----------
For More Info: www.mooseracing.com
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Range Jacket and Pant Thor MX The Range Jacket and Pant feature a waterproof yet breathable design. The jacket includes a full mesh liner, numerous vents, zipoff sleeves and 3-fold accordion elbows for added flexibility. The pant has a pre-curved knee for better fitment and a large cargo pocket for storage. It also has a custom Thor waist closure with hook and loop adjustable side cinches. The MSRP for the jacket is $179.95, while the pant rings in at $139.95. ------------
For More Info: www.thormx.com
Inside the Industry
Western Power Sports Holds Successful National Sales Meeting Western Power Sports held its annual National Sales Meeting and awards program Aug. 14-17 at its headquarters and at CenturyLink Arena in Boise, Idaho. Numerous suppliers were in attendance to educate salespeople and demonstrate new products. “WPS would like to thank the over 70 vendors that attended the 2012 WPS National Sales Meeting to train all of our inside and outside sales team,” said Dan Lopez, 2/4 wheel product director. “The show was a great success. All of our reps came back with a ton of new product information to help them be more effective salespersons. Fortunately, it wasn’t all work. We were able to get away for a spectacular golf outing mid-week for everyone to blow off some steam [and we] had some scheduled events that fostered camaraderie between reps and manufacturer.” On Thursday, buses transported attendees to WPS’ headquarters for a barbecue lunch and tours of the facility. There, vice president Terry Baisley made an announcement about the company’s partnership with L&Mc Racing. Afterwards, three of the most aggressive salespeople were recognized and surprised with a helicopter flight to the company’s golf outing. The weeklong training program ended with an awards banquet Friday evening, which was held at Boise State University’s Stueckle Sky Center. “Having the entire WPS family together is always energizing for all of us,” said Baisley. “So much is learned, so much is shared and so much is gained that we can share with our dealers.” “We’re looking forward to an even bigger event in 2013,” added Lopez.
> KYMCO USA Releases 2013 Lineup KYMCO USA has released its 2013 lineup, which includes four all-new scooters that range from a lightweight and agile 50cc commuter to a quick and comfortable 500cc tourer. Compagno 50i/110i The Compagno 50i (MSRP $2,599) and Compagno 110i ($2,999) offer a popular, classic design with the inner workings of a modern machine. The Compagno 50i is motivated by an aircooled 49.5cc three-valve, fuel-injectedSOHC engine that delivers enough power to safely traverse the surface streets of any community. Designed with a low 29-inch seat height, the 189-lb. scooter should prove enjoyable to operate for novice and experienced riders alike. Amenities include
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underseat storage, LCD digital fuel gauge and clock, foldaway passenger pegs, magnetic key lock and a secured gas cap offering access to a 1.45-gallon fuel tank. The Compagno 50i is available in black or white, both colors highlighted by silver accents. With all of the features and amenities of the Compagno 50i but a more powerful aircooled 112cc four-valve fuel-injected SOHC engine, the Compagno 110i is available in light blue or Metallic Mocha. t Movie 150 A modern mid-size urban commuter in an affordable package, the Movie 150 ($3,199) is powered by a carbed and aircooled 149cc four-valve four-stroke SOHC engine producing 13.5 hp. Weighing in at only 250 lbs. (dry), the Movie 150 rolls on 110/70-12 front and 130/70-12 rear tires, features single disc front and rear brakes, maintains a vast storage space under its 30.7-inch seat height, and is outfitted with a speedometer, odometer, clock and fuel gauge. The Movie 150 is available in Tangerine or black, both with red performance-accented rear suspension spring and brake calipers. t Xciting 500 Ri ABS The newly designed Xciting 500 Ri ABS ($6,899), KYMCO USA’s largest displacement premium model for 2013, is powered by a 38 hp fuel injected and liquid cooled 499cc DOHC engine and is rich on amenities, including underseat storage large enough for a backpack or helmet and jacket, a lockable glove box, useful 12v accessory outlet, and traditional gauges as well as clock, odometer, multi-function trip
Inside the Industry meter, and fuel and temperature sensors. The 440-lb. scooter offers an easy-to-maneuver 61.8-inch wheelbase and 30.7-inch seat height that can accommodate a variety of rider sizes. Further aiding maneuverability is a telescopic front fork and dual adjustable hydraulic shocks, bump-absorbing 120/70-15 front and 150/70-14 rear tires, and a 3.38-gallon fuel tank that is slung low to optimize center of gravity. Braking is supplied by dual discs with twin-pot calipers up front and a single disc with dual piston caliper in the rear. As the model name suggests, assistance is provided by a new generation Bosch ABS. And, once stopped, a hand-pull parking brake locks the entire package into place. The Xciting 500 Ri ABS is available in grey or gold, both with red performance-accented
rear suspension spring and brake calipers. t
> Parts Unlimited/Drag Specialties NVP Sees Increase In Attendance With the Wisconsin State Capitol as its backdrop, Parts Unlimited and Drag Specialties dealers converged on Monona Terrace in Madison, Wis., for the annual National Vendor Presentation (NVP) at the end of August. Spanning over seven days, Parts Unlimited and Drag Specialties sales reps were trained in new producta from the world’s best aftermarket companies. Additionally, dealers in attendance were given an up-close look at new products at the Dealer Showcase and also had the opportunity to receive an autograph from Parts Unlimited’s top athletes and meet legendary American V-Twin builders.
Not only was the dealer turnout a substantial increase from last year’s NVP, but vendors also expressed an increase in enthusiasm and energy amongst the Parts Unlimited and Drag Specialties dealers. “Dealers in attendance were excited to learn about the new products offered by our ven-
dors, giving them an edge over their competitors,” said Greg Blackwell, vice president of sales for Parts Unlimited and Drag Specialties. “Vendors could sense the excitement on the show floor and we know that energy will translate back to their dealerships.” t
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MarketPlace
Find out more about the classified advertisers in this issue online at www.motorcyclepowersportsnews.com/resourcecenter.
TO ADVERTISE IN CLASSIFIED MARKETPLACE CALL
Roberto Almenar 330-670-1234 ext 233 ralmenar@babcox.com
Cash For Slow Moving & Obsolete Inventory! Yamaha, Honda, Suzuki, Kawasaki parts bulk lots. Also buying aftermarket accessories bulk lots! What do you have to offer?
Speed and Sport Inc. www.speedandsportinc.com yamaron@ptd.net 570-784-6831 Fax 570-784-6835
48 September 2012 motorcycleproductnews.com
FREE ONLINE RESOURCE CENTER Same Day Shipping • Huge Inventory www.sammytanner.com 909-350-2727 888-258-0369
Find out more about advertisers in this issue online at www.motorcyclepowersportsnews.com/ resourcecenter
ADP Lightspeed...............................23 Allwin Powersports Corp ................14 Amrep Inc........................................21 Amsoil Inc .........................................7 Automatic Distributors............Cover 3 Bel-Ray Co. Inc................................17 Cardo Systems, Inc..........................25 Continental Tire ................................9 Freymoto Industries........................16 HJC America ...................................35 K&L Supply Co.................................39 KK Motorcycle Supply .....................37 Leather Therapy..............................18 Marketplace Events ..........................5 MBA Insurance ................................47 nizeX, Incorporated.........................31 Parts District...................................19 Perf-form Products.........................46 Pit Posse Motorsports.....................24
Simply the Best Lists:
Service Manager Pro.......................19
Automotive Aftermarket Truck Fleet & Powersports Markets
Short Block Technologies................27 Sudco International Corp. .......Cover 4
What Type of Direct Marketing Initiatives Do You Have in Store for 2012? Direct Mail Email Marketing Telemarketing
Vee Rubber America .......................34
New Business Prospecting Catalog Mailing Drive Web Site Traffic Promote Upcoming Tradeshows Database Enhancement
Don Hemming, List Sales Manager Babcox Media, Inc. Phone: 330-670-1234 x286 Fax: 330-670-0874 dhemming@babcox.com www.babcox.com
Western Power Sports Inc.....................Cover 2,3,41 XY Powersports...............................11 Yuasa Battery Inc. ...........................15 Zurich..............................................13
motorcycleproductnews.com September 2012 49
www.motorcyclepowersportsnews.com/resourcecenter
Ad INDEX
Tomorrow’s Rider
It Runs in the Family By Amber Firehock ow! Look at the bikes, Mommy!” Have you ever felt the excitement when you heard and saw a group of bikers go by from your car seat for the first time? Isn’t it great to hear the sound as they thunder away, and you feel the rumble as the car shakes? Can you remember a time when you felt so alive, as you rode into town on the back of a bike for the first time feeling so tough going to the ice cream shop? I remember those days. I’d sing on the back and smile until my jaw hurt so much! Riding has just always been a part of my life from the time my mom picked me up from daycare, and now I love to ride on my own dirt bike, too! I am probably one of very few people lucky enough to say that I’m a fifth generation female rider — a fact I couldn’t be prouder of! Not to brag too much, but other than a few aunts, my mother’s entire family rides. This history of riding brings me great inspiration and wonderful stories to remember and share with other riders. I especially like seeing the 1913 photo of my great, great grandma riding a motorcycle with a passenger. Our family has also advocated for safe riding for a long time. My grandma started the American Motorcycle Driving School in 1986 and my mom, Christine Firehock, keeps it going as the “Christine’s KickSTART Training Program”. I watched my mom’s DVD before I rode my dirt bike, and it’s great! My mom is also behind the inspirational Diana’s Motorcyclist Foundation — a non-for-profit organization that builds custommade bikes for handicapped riders. She came up with the idea when she went out to teach the Marines and one of them was missing a limb. As you can see, my family has served as my inspiration, and I hope that I can help other kids get interested in riding. There’s only one problem — there is absolutely no kids’ street riding gear out there. As my mom and I prepared for a cross-country trip, we went to three different stores looking for gear that would fit me. So we went online and found just one website to order gear from, and it ended up being a fraud! This convinced me to start up a website, with adult help, so that anyone around the world who has children-sized gear can sell it and/or buy it. It will be called “Kids Motorcycle Riding Gear.com, (www.KidsMotorcycleRidingGear.com).” This way, parents can get good gear at a good price for their children. I would like to give some of the proceeds to get custom-made gear for kids with disabilities. I am starting a blog and a Facebook page to get families and kids talking about riding! My mother always says, “A family that rides together, stays together.” t
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50 September 2012 motorcyclepowersportsnews.com