u MPN Joins Babcox Media u Scooter Essentials u Rod’s Warranty Fiasco u F&I Primer
June 2010 VOL.36 NO.6 WWW.MPNMAG.COM
Dealership Superstars 2010 Winners Revealed
Summer Blockbusters The Season’s Hottest Youth Gear
Wheels For Charity Kyle Petty’s Charity Ride
uState Of The Scooter Market: Joel Martin Explores The New Scooter Market Realities
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TABLE OF
Contents
June 2010 Volume 36 Number 6 – – – – – – – – – – – – – – – – –
www.mpnmag.com
k Shop Talk How To Hackett
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30
The Difference Between Selling Wants and Needs BY OTIS HACKETT
Best Operators Club . . . . . . . . . . . . . . . . . . . . . . . . . . 32 2010 Dealer Trends Through March BY STEVE JONES
Peak Dealership Performance 34 You Sell Like a Girl and Other Compliments BY MARK RODGERS
Lessons Learned . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 My Big Fat Warranty Fiasco BY ROD STUCKEY
Practice What You Preach . . . . . . . . . . . 37 Winning at F&I for the Long-Term BY WILLIAM DOUGLAS LITTLE
Departments The Road Ahead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Spare Parts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Destination Dealership. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 SoHo Vespa
Wheels For Charity Dealership Superstars
24
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13
MPN Unveils 2010 Superstar Winners
BY CAROLYN NAGLER
Essentials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . V-Twin Product . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Marketplace . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Ad Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
38 44 46 46
BY COLLEEN BROUSIL
Summer Blockbusters
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17
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The Season’s Hottest Youth Gear BY COLLEEN BROUSIL
Wheels For Charity
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24
Kyle Petty’s Charity Ride
17
BY LEE KLANCHER
State of the Scooter Market
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28
The New Market Reality
u MPN Joins Babcox Media u Scooter Essentials u Rod’s Warranty Fiasco u F&I Primer
BY JOEL MARTIN June 2010 VOL.36 NO.6 WWW.MPNMAG.COM
Dealership Superstars
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, 3550 Embassy Parkway, Akron, OH 44333-8318. 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
2010 Winners Revealed
ON THE COVER
– – – – – – – – –
Photog Melissa Hockenberger caught Dealership Superstar Dave Head for this month’s cover. See all the winners on page 13.
4 June 2010 www.MPNmag.com
Summer Blockbusters The Season’s Hottest Youth Gear
Wheels For Charity Kyle Petty’s Charity Ride
uState Of The Scooter Market: Joel Martin Explores The New Scooter Market Realities
follow MPN on
@MPNmag
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THE
RoadAHEAD
By Colleen Brousil
A NEW HOME
MPN Joins Babcox Media
A
s of April 1, Motorcycle Product News joined the Babcox Media family of publications, and I couldn’t be more proud to join such a forward-thinking organization. Babcox is well-known for publishing highly regarded, insightful publications for the performance, automotive aftermarket, tire and commercial trucking markets. The company, founded in 1920 by Edward S. Babcox, today produces 15 print magazines, as well as e-newsletters and other digital publications, in addition to offering custom publishing services, event media services, market research and list rental services. “While this is a new market for us, the addition of MPN to our lineup of publications will complement and, in some cases, cross over with the many other titles we offer,” says Bill Babcox, chairman, president and CEO of Babcox Media Inc. (AKA my new boss!). “We are proud to now include this respected motorcycle
6 June 2010 www.MPNmag.com
and powersports publication among our offerings and are pleased to welcome key members of the MPN staff to the Babcox Media family.” The Babcox family has welcomed MPN with open arms, and we’ve already started to take advantage of Babcox’s extensive editorial, web and research resources that will expand our offerings in the future, bringing readers like you more comprehensive editorial in print as well as online. With the sale, both myself and associate publisher Dean Kelly are proud to stay on board and offer a renewed passion to bring readers the product-focused editorial MPN has stood behind for the past 36-plus years. While any changes will be difficult to detect this issue, in the coming months stay tuned for a more robust print product as well as a new and improved website to be unveiled later this year. With the move to Babcox, one of my goals is to hear more from you the dealers. Tell us
Staff w what’s working, what’s not and what topics you want to know more about. Got a story idea? I’m all ears. You’re the reason I come to my desk every morning, and I want to deliver the editorial you need to get yyour job done. Drop me a line at colleen@mpnmag.com, and I’ll get back to you pronto. Finally, I’d like to thank some folks over at Athletic Business Publications for making the last 7-plus years of my career so incredible. I’m happy to continue to work with art director extraordinaire Marj Schultz for the next few issues. Her innovative design sense brings our pages alive. She’ll be a tough act to follow. I’d also like to thank assistant editor Doug Dalsing who has done an excellent job providing well-written and researched content while minding my Ps and Qs. I’m running out of room, and if this were the Oscars, they’d be blaring the music by now, but I’ll milk another moment: Thanks to Shawn Gahagan, Peter Brown, Gretchen Brown, Sharon Siewart, Kara Clark, Gloria Hawkinson, Steve Wear, Erika Reise, Alex Malyutin, Lisa Popke and everyone else who worked behind the scenes to put out a top-notch magazine each month. We couldn’t have done it without you, and you will be missed! t Colleen Brousil is the editor of Motorcycle Product News. Her monthly column, “The Road Ahead,” explores issues facing dealers across the country. Got a problem? Drop her a line at colleen@mpnmag.com.
EDITORIAL Editor Colleen Brousil colleen@mpnmag.com Assistant Editor Doug Dalsing Columnists Otis Hackett, Steve Jones, William Douglas Little, Mark Rodgers, Rod Stuckey Contributors Melissa Hockenberger, Lee Klancher, Joel Martin, Carolyn Nagler ART Electronic Production Manager/ Art Director Marjorie Schultz marj@mpnmag.com ONLINE Online Producers Susan Bickler, Erika Reise Web Programmer Alex Malyutin ADVERTISING SALES Associate Publisher Dean Kelly dean@mpnmag.com (866) 616-1635 ext. 130 Publisher Greg Cira gcira@babcox.com List Rental Don Hemming dhemming@babcox.com Market Research Bob Roberts broberts@babcox.com PUBLISHED BY Babcox Media, Inc. 3550 Embassy Parkway Akron, Ohio 44333 Phone: (330) 670-1234 • Fax: (330) 670-0874
President & CEO Bill Babcox bbabcox@babcox.com Circulation Director Brad Mitchell bmitchell@babcox.com Controller Beth Scheetz bscheetz@babcox.com SUBSCRIPTION SERVICES Star Mackey, ext. 242 Sr. Circulation Specialist smackey@babcox.com
Scooter Massive tread blocks and an all-weather tread compound for on-road or off-road use Transverse grooves widen towards the outside of the tire for better dispersal of dirt and mud
Grip Precise control in all weather conditions Deep shoulder sipes maximize wet grip while slick center maintains solid rubber contact For medium- to large-displacement scooters Progressive tread pattern extends mileage performance Reliable and reassuring handling and comfort New compound, proven construction
If you ride a scooter, Michelin has a tire for you. From 50cc to 650cc Michelin makes a tire that offers you grip, durability, handling & comfort. Take a ride with confidence on Michelin tires.
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SPARE
Parts
New Tech Bibl Bible le
MSF Ups the Ante The Motorcycle Safety Foundation (MSF) is taking its mission to the next level by unveiling an expanded curriculum. MSF hopes to lay rider ground work with its Essential Core curriculum, consisting of its established MSF Basic RiderCourse and two new classes: Street RiderCourse 1, which takes students into realworld traffic on their personal motorcycle; and the Basic Bike-Bonding RiderCourse, which features skill drills to help students better handle their personal motorcycle. MSF is also adding two classes to its Expanded Core curriculum, which builds on the Essential
An App for That When we make a car trip, we look for the fastest route possible, but when making a motorcycle trip, it’s never that easy. We 1.) avoid four-laners like the plague, 2.) look for the route with the best vistas and 3.) hit all the twisties along the way! If you’ve got an iPhone and $6.99 to burn, the Greatest Road app might be just what you’re looking for. With it, you can define a map area and read all about its riderrecommended riding routes. If you like what you read, just tap another button and the route is transferred to the iPhone Maps app. You can even comment on the routes and add your own. Routes can also be shared with friends or with your GPS device through a GPX (GPS exchange format) file. Interstates be damned! t
8 June 2010 www.MPNmag.com
Core. The Advanced RiderCourse-Sportbike Techniques class emphasizes sportbike awareness and risk management, while the Street RiderCourse 2 builds on Street RiderCourse 1 by increasing students’ riding time and mileage. Most of the new classes are available at certain MSF locations now, and availability will increase as instructors become certified. “We want better-prepared riders capable of higher levels of thinking out on the streets,” says MSF president Tim Buche. We’ll second that! t
When Motorbooks’ Modern Motorcycle Technology came across my desk, I got excited. No longer would I be forced to troll the Internet for credible resources to explain Ducati’s desmodromic valvetrain or BMW’s Telelever suspension — the information is all right here, and it’s all up-to-date. The work provides an overview of the latest technology used in all of a motorcycle’s systems, including the engine, suspension, electronic, transmission and fuel delivery systems. At 8 by 5 inches, it actually reads more like a manual than a book, and it has a rigid paperback cover, so storing it in the shop is convenient. What’s more, the manual has a section called m ““Engines and Pollution,” which is a step in the right w direction to acknowledging d tthe motorsports industry has a responsibility to follow h environmental regulations e and embrace engine a ttechnologies that reduce emissions. Get copies for e yyour curious customers, ssalesmen and even your ttechnicians who need a quick reference. To order, q vvisit www.motorbooks.com. —D.D. t
s $%,)6%23 42!#+ 0%2&/2-!.#% /. !.$ /&& 4(% 42!#+ s 0ROl LES AND STRUCTURES SET THE NEW BENCHMARK OF THE SEGMENT ENSURING HIGH SUPPORT WHILE LEANING AND FAST STAND UP WHILE ACCELERATING OUT OF THE CORNER s 0IRELLI PATENTED %04 %NHANCED 0ATCH 4ECHNOLOGY MATCHED WITH A THREE ZONE COMPOUND ON THE REAR OPTIMIZES THE CONTACT PATCH FOR THE BEST GRIP ON ROAD AND RACETRACK s 0URE RACETRACK PERFORMANCE COMBINED WITH THE COMFORT AND PREDICTABILITY YOU EXPECT FROM A HIGH PERFORMANCE STREET TIRE s 7ORLD 3UPERBIKE DEVELOPMENT TECHNOLOGY IMPROVES STRUCTURE AND COMPOUNDING s #ONTINUES WITH THE AGGRESSIVE 2OSSO TREAD DESIGN
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DESTINATION
Dealership – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –
By Carolyn Nagler
SCOOTER CHIC Vespa Soho cashes in on the two-wheel trend in NYC espite Soho’s cobblestone streets, 19th century cast iron buildings and Old World bakeries, it remains one of the most modern and cutting edge neighborhoods in New York. Nestled down one of these stunning historical streets is Vespa Soho, a small, chic and very successful scooter showroom. It was opened eight years ago by Vespa owners who wanted to share the fun, convenience and economical benefits that they had discovered for themselves
D
10 June 2010 www.MPNmag.com
with the rest of New York. I’m greeted at the door by an unconventionally beautiful and very trendy young woman who directs me to an office at the back of this well-stocked store to meet Daniel Gonzalez, who is himself ruggedly handsome and very hip. This just isn’t what you expect when you walk into a Vespa showroom. An Apple store maybe, but not a showroom for Vespas and electric bicycles. Gonzalez is warm and engaging, and I’m immediately taken by his passion for his products,
Vespas in particular. “I bought my first Vespa here seven years ago, and I became manager of the store a year later,” Gonzalez says. “It’s essential that anybody who works here is also a Vespa rider. The people that we are selling to are just as passionate about Vespa as we are, and they want to know that they are talking to people who understand their needs when it comes to riding in this city.” When the store first opened, wealthy young men looking for a recreational vehicle made up a large part of its clientele, and while men remain the most significant part of the store’s sales sheet, according to Gonzalez, women buyers seeking primary transportation are increasing, too. The Vespa scooter was originally designed to address the need for a modern and affordable mode of transport in the wake of World War II, and these principles remain relevant to this day. “This is the perfect city vehicle, hands down,” says Gonzalez. “They’re comfortable to ride, and with an automatic transmission, you can seamlessly manage city traffic.” And, of course, for many New Yorkers, the beautifully sleek design is a major attraction. While Vespa scooters remained popular during the downturn, Gonzalez admits that sales did dip during that time. This, coupled with the gas crisis of 2008, forced Vespa to seek the help of The Ad Store, a New York-based agency, who produced a series of ads for Vespa. “Vespa called me one day and asked if we would be interested in doing some subway ads,” says Ad Store founder Paul Cappelli. “We said ‘Sure, when do you need them?’ and they said ‘Tomorrow morning.’” The Ad Store worked through the night writing tag lines like “We have one word for crazy gas prices. ‘Ciao,’” “Grid Un Lock” and my personal favorite, “Don’t be a Gas hole.” Still, Gonzalez maintains his best advertising is the work he and his devoted staff do every day. “Word of mouth is still
what gets new customers in here every day.” And for those that refer a new customer, they are rewarded with store credit. New York is home to many celebrities, some of whom are avid Vespa riders. Jane Krakowski of ”30 Rock” rode one while living in London and loved it so much that when she came back to New York, she made Vespa Soho one of her first stops. Uma Thurman, Billy Crudup and Matthew Broderick are regular customers of Gonzalez’s, and he even has some more surprising ones, too. “Mickey Rourke owns two Vespas,” he tells me, “so does James Gandolfini.” Certainly New York provides a unique backdrop for selling Vespas. But what else sets them apart from other dealerships? Gonzalez is a regular at scooter rallies around the Northeast and has been to several other dealerships. “A lot of the dealerships are part of a larger car showroom, so although they have the stock, they just aren’t manned with the same knowledgeable staff that we are.” He laughs, “There’s another practice too, ‘boutiquing,’ where the store is managed by very hot girls. Sure they can attract customers, but for the most part they lack knowledge, and that’s something that I know our customers really appreciate when they come into our store.” In its 50-plus years, Vespa has experienced many popular manifestations, from Gregory Peck in “Roman Holiday” to Phil Daniels in the modmasterpiece “Quadrophenia,” but, perhaps, its most important has been in the last ten years. As consumers become more conscious of their carbon footprint, and as city motoring becomes even more expensive and complex — with difficult parking and higher gas prices — Vespa offers its riders an ecofriendly, fashionable, stylish and cost saving alternative. Most of all, it offers huge doses of the thing motoring always gives us — fun! t
go to the head of the class shoei university online Knowledge is a powerful tool when selling technical products such as helmets. To better prepare and equip sales professionals in this field, Helmet House and Shoei Helmets have teamed up to provide stocking dealers with easy access to online state-of-the-art selling-skills training through Shoei University Online. Thanks to this program, your store personnel can enjoy training at a convenient schedule and pace while gaining complete Shoei helmet product knowledge. This informational program is hosted by Rich Oliver, five-time AMA road-racing champion, and those who complete the course will receive an exclusive free Shoei Flexfit racer hat plus a chance to win a new Shoei helmet. For more information, ask your Helmet House representative or simply register for the Shoei University Online http://www.dealershipuniversity.com.
GLORY 2 TC-2
FOR MORE INFORMATION SEE YOUR REPRESENTATIVE OR CONTACT HELMET HOUSE AT (800) 421-7247.
GRADED #1 DISTRIBUTOR 2009 Dealernews Distributor Report Card CHECK OUT OUR VIDEOS AT youtube.com/helmethouse
Shoei helmets are covered under a limited warranty for five years from purchase date or seven years from the date of manufacture, whichever comes first. Shoei helmets are distributed exclusively in the U.S. by Helmet House. For more Shoei information go to shoei-helmets.com or see your local dealer. Š2010 Shoei Safety Helmet Corp.
Rated by SHARP, on European certiďŹ cated helmets: http://sharp.direct.gov.uk
Motorcycle Product News and Mark Rodgers from Peak Dealership Performance present the third annual Dealership Superstar competition. Due to the overwhelming number of entries we received in 2009, we’re no longer awarding one Superstar award; rather, for this year’s contest, we’re handing out five Superstar prizes to honor excellence and innovation in sales and service across all departments of the dealership. Innovation is a common theme this year. Whether the Superstars utilized the latest technology to increase door swings and bolster sales or, as is the case in Dave Head’s story, showed great compassion and remarkable salesmanship, all of our 2010 honorees are true Dealership Superstars. – Colleen Brousil
MOTORCYCLE SALES
DAVE HEAD • CALIFORNIA HARLEY-DAVIDSON HARBOR CITY, CALIFORNIA
We sold a new ’09 FLHTCUTG Tri Glide to Robert Gilles on June 23, 2009. We bought it back from this decorated veteran’s widow on Nov. 10, less than five months later. It was early spring 2009 when I first noticed the change in Bob’s appearance. He was happy to tell me that, although he was on borrowed time, he had already beaten the medical statistics by half a year. Even so, he said, “I just don’t wanna die before the age of 60 and that won’t be ‘til September. That means I’m gonna have to beat the odds another six months I guess,” he said. After that, he came in to see me once a week. We talked openly about his cancer and feelings. I helped him with a strategy to sell his two Harleys. He seemed happy to think about giving his wife a couple of decent checks to help cover his final expenses. Sure enough, two weeks later he came in all smiles. His bikes were sold and he felt a sense of relief. After this visit, I noticed that he started paying attention to the new Tri-Glide on the showroom floor. I worried about what to do. Under the circumstances, wouldn’t it be wrong for me to try to sell a Tri-Glide to this dying hero? Even so, I took the time to teach him everything I knew about the vehicle. One day, I had Bob sign a demo ride waiver form, and then I got in my truck and followed him around our demo route. When we returned, his smile
won me over. I knew he wanted it, and he had ridden well. But still, I didn’t want to suggest that he make a purchase at such a time. I decided to call his wife and share my feelings and questions. She thanked me sincerely for letting her know. The very next day they came in the store together. We talked about life, joy, dying and planning for eternity, and all of the things people generally avoid talking about. But Bob was never afraid nor was his wife. I lost my fear, and we closed a deal that included a written dealer buy-back agreement on the Tri-Glide. This was the document Bob needed in order to allow himself to accept his wife’s permission to buy it in the first place. And she wanted my personal assurance that Bob safely controlled the trike during the demo ride. This was the assurance she needed from me in order to give him her blessings in the first place. Bob’s wife later said that Bob had a wonderful time customizing it in the garage with their son, Matt. It was a special time for both of them. She also told me that the Tri-Glide extended his life by at least two months. I saw him cruising around twice, and each time I smiled and wondered if I will face my end with half as much dignity, joy and courage. The last time I saw him, I knew the Tri-Glide was somehow helping the man live beyond all odds. Watching Bob go by, I knew I was observing the real deal. Bob died early on the morning of Sept. 17. It was his 60th birthday! It turns out that for all the hours and days I spent trying not to sell this man a trike, it was the best sale I would have ever hoped to have made because it gets even better when I consider what happened in the end. We paid Bob’s wife a generous buy-back; a terrific young couple came in and bought Bob’s trike at a fair price; and in the end I sold the Trike twice instead of once. I am reminded of what we are supposed to be doing here in the first place. And I wouldn’t have it any other way. www.MPNmag.com June 2010 13
FINANCE AND INSURANCE
ROGER PITOCCO • CHESTER’S HARLEY-DAVIDSON MESA, ARIZONA
I was sitting at my desk on Jan. 4 with the new year ahead of me. It was very slow that morning, and one of the tactics I use for prospecting is Craigslist. I look for people who have their bike for sale and call them to see if they are selling it to get another bike or just need cash. I use this same technique with eBay and Cycletrader. I have been pretty successful through the years with this. On this morning, I couldn’t find anything really good, so I checked out the “Wanted” section. I ran across an ad from a guy who stated he had $4,000 to put down and could afford a $400-a-month payment but was having no success with getting
a loan because he had his own business. With nothing to lose, I called him and explained who I was and asked if he had tried getting a loan through H-D. He said no but thought it would be difficult and that they would require all kinds of paperwork to prove his income. I said you have nothing to lose, and it would only take a couple of moments on the phone. He agreed and gave me the information needed for the application. I thanked him for his time and told him I would get back to him as soon as I heard anything. I entered his information into Dealer Link and got an instant approval with no stips needed. I called him back in five minutes and told him to come in and pick out his new Harley. He couldn’t believe it but came down the next morning. He called me three times before he came in to confirm the approval. Eventually, he settled on a new 2010 FLTRX. He couldn’t thank me enough and is already sending in referrals. So, along with all the places I look for leads, today I also check the “Wanted” section of Craigslist—you never know.
PARTS AND ACCESSORIES
CURTIS SEABORN, NOMINATED BY FRANK COSTA • CASCADE HARLEY-DAVIDSON BEND, OREGON
I would like to nominate our dealership superstar, Curtis Seaborn, and explain a very creative approach to increasing customer loyalty, along with creating a sales opportunity with very little investment. Most dealers these days support an eBay employee or employees. Most dealers send out a monthly newsletter as well. Adding a small amount of time to the process, Curtis has found a way to guarantee future business for our dealership. One Wednesday afternoon I was compiling information to place in our newsletter and Curtis, my eBay specialist, approached me with an idea. Curtis suggested listing in the newsletter an offer to our subscribers encouraging them to bring in their “old junk” from the deepest corners of their garage 14 June 2010 www.MPNmag.com
and allow us to sell it for them through our eBay store. The key to the success of the offer was to give the customer 100 percent of the sales price (less freight) in a store gift card. We would also cut the customer a check for 75 percent of the sales price if they wish. The program is now one year old, and we have only written two checks for payout, but we have issued over $15,000 in gift cards, creating future sales from a revenue stream that would normally end up getting spent elsewhere, if at all. What’s more, it has created a deeper relationship with our customers. To cover the fees involved with eBay and PayPal, we mark up the freight charges approximately 25 percent, and after reconciling the entire year’s worth of transactions, we have approximately 2 percent net expense invested, including considerations for a portion of wages.
RIDING GEAR
BEE KIRCHGATTERER • ACE MOTORCYCLES & SCOOTER COMPANY CHICAGO, ILLINOIS
When facing a problem, sometimes non-traditional solutions are the way to go. We at ACE wanted to carry a new boot line in our shop, but winter was upon us, customers were few and far between, and we had no budget. Should we have just hunkered down and bought and promoted nothing until spring, letting a great boot line be picked up by another shop? What we chose to do instead was leverage free social media outlets such as Facebook and Twitter to reach our customer base and their friends, and invited them to a totally free Winter Meet & Greet/Boot Trunk Show. The office staff baked cookies, the
boot company rep came to offer her support and brought sales samples of the line, and the customers (claiming cabin fever!) loved the excuse to come and interact with the mechanics, other motorcycle enthusiasts, and to try on and purchase boots. We took a big chance having the entire staff available and out front that day, and we didn’t get any service or repair work done, but the event drew a steady stream of new and existing customers. No one felt sold to, pitched at or compelled to buy. What they told me after the event online, through Twitter, and via e-mail was that they really enjoyed the event, the new products and the sense of community they have with our shop. Specifically, they said no other shop invites them over for cookies, coffee and a side of product information, and they want more! In the end, after totaling up orders and uploading participating customers’ pictures to Facebook, we found that we had a 90 percent customer conversion rate! Now that’s what I call a success story!
SERVICE
VINNY LAURIE • FORMERLY OF BIKER’S DREAM OF ATLANTA ATLANTA, GEORGIA
In these times of lowered profits, we here at Biker’s Dream of Atlanta are always searching for cost-effective promotions to keep our customers coming back in the door. With that in mind, I launched a YouTube page and hosted a “Your Bike Should Be In The Movies” promotion. In essence, I utilized our e-mail list and in-house dyno as a means of providing our customers with a cool, no-cost event at our dealership. The customer brought his unit in, and we made three dyno runs, recording peak horsepower and torque numbers while I filmed the session. I edited the videos and saved them until the launch of the contest. It ran from January 2 -23, and the video with the most views won. Why the most views instead of most horsepower and torque like a typical dyno shootout? That’s simple:
The customers loved seeing the videos with their bike in it, and they marketed the videos on various forums and websites in an attempt to garner the most views. In addition to the exposure we received from our customers marketing our dealership for us, we also performed a no-cost, 25-point service inspection on each unit before dynoing it. The first unit we inspected had a blown head gasket on the rear cylinder. The customer was saved the trouble of being in the middle of a ride and facing a mechanical breakdown, and we wrote a decent service ticket. Everybody wins! We sold pipes, windshields, cam upgrades and so on. The winner of the contest received our “Best Picture Award,” including an Easyriders calendar, pair of gloves, dealership T-shirt, riding glasses and some other dealership-branded goodies. The total cost to us was about a hundred bucks. Our YouTube page has had nearly ten thousand views to date and is a great asset to every department in the dealership. The trackability of this sort of marketing is awesome, and I am already planning a sequel — with a plot twist! — so check us out at www.youtube.com/user/bikersdreamatl. Anybody who doesn’t utilize every asset the dealership possesses is missing the boat these days! www.MPNmag.com June 2010 15
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Just you, nature and the open road.
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Just you and a dead battery.
EXIDE® Batteries. Start Positive. Stay Positive.™
Before the open road calls your customers, make sure it leads them straight to your front door. Stock Exide batteries and every breed of biker will put the same kind of charge into your sales that our batteries do to their bikes. It’s not surprising either, since our comprehensive assortment of batteries is available in factory charged, AGM or conventional flooded. Plus they’re all backed by an industry-leading nationwide warranty. It’s never been easier to rev up your sales. Want more positive news? Go to exide.com exide.com Exide Technologies. Milton, GA 30004-8532. Exide is a registered trademark of Exide Technologies.
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chool’s nearly out for summer, and now’s the time to recruit the next generation of riders. Rotate your youth-oriented units and gear to the front of displays to catch junior’s eye while he’s shopping with dad, and consider teaming up with the MSF and local ATV and offroad programs to host youth riding and safety workshops at your store. Remember, you aren’t just competing with the powersports store across town. To bring new riders into the market, you’re competing with video games, soccer camps and even the popcorn stand at the local cinema. Lure kids into your store by introducing them to local hot shoes and seal the deal with mom and dad by showcasing your lineup of protective gear that will keep their little tyke safe even if he hits the dirt. We’ve started the dirty work for ya with our lineup of youth-oriented powersports apparel for both on and off-road applications. Connect with even more suppliers online with MPN’s Buyer’s Guide at www.mpnmag.com. — C.B. www.MPNmag.com June 2010 17
vAFX
AFX’s FX-17Y youth helmet is both ECE- and DOTapproved, and it features an aerodynamic shell design. It’s constructed of a lightweight composite poly-alloy for a weight of just 2.73 pounds and specifically designed to fit smaller adults and growing adolescents. The Youth Liner System enables the removable/washable, hypo-allergenic and antimicrobial nylon liners and cheek pads to be swapped out for three different helmet sizes as the rider grows. The FX-17Y comes with all the bells and whistles, including a removable screw-on visor, an eleven-point ventilation system, square-type D-ring retention strap and a clear-coat finish to protect the paint and graphics. www.afxhelmets.com
Alpinestarsw The youth-specific Bionic 2 Protection Jacket provides excellent safety, support and flexibility ty for motocross and other extreme sports. It offers young riders technical stretch mesh construction as well as a YKK semi Auto Lock front zipper closure. Adjustable arm and shoulder straps and an adjustable dual waist Velcro closure give riders a personalized d fit. CE-certified child shoulder and elbow protectors, plus a removable CE-certified Youth th Bionic Back Protector keep riders safe. www.alpinestars.com
vAnswer
Answer Racing offers five different lines of gear to make sure your customers’ little ones are covered. Each line is crafted off the design of Answer’s adult gear and features all the protection that today’s youth riders will ever need. The lineup consist of a James Stewart Collection, Rockstar gear, Syncron gear that is available in six different color, girl’s and Mode gear to accommodate youth riding needs. The gear ranges in pants size youth 16-28, youth XS-XL for the jerseys and youth XXS-XL for the gloves. They run $84.95$94.95 for pants, $22.95-$39.95 for the jerseys and $14.95-$26.95 for the gloves. www.answerracing.com
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t EVS EVS calls its Vision youth knee brace the new standard, offering riders impact protection and knee support with form fitting comfort. The Vision has a compact wrap-around design and anatomically correct dual pivot hinges. Full coverage knee cup and thigh/calf impact panels provide full-length leg protection. A shark skin neoprene liner prevents brace migration and leather panels increase exhaust heat and abrasion resistance. www.evs-sports.com
Flyw Fly ly Racing’s F-16 6 Youth Race Wearr gives riders a race design prices ace proven desig gn at affordable pr gn rices that parents will appreciate. Flyy Racing combined materials with ed quality ma cutting edge style; then they built th the F-16 in youth-specific sizes and fit. The result iss what Fly calls one of the most versatile and affordable youth race wear packages on the market. www.flyracing.com
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vHRP Sports
HRP Sports Flak Jak 1000LT chest protector is a continuation of the company’s Flak Jak LT IMS. Designed to work with the Leatt-Brace, it fits around the brace and will not interfere with the brace or the rider’s mobility and comfort. The youth iteration utilizes a lot of the Flak Jak LT IMS Technology, including the patented E-Latch System, which allows the chest protector to be placed on the rider after the Leatt-Brace has been correctly positioned. www.hrpsports.com
Kali Protectivesw From the dreams of riders to the scratch pads of aerospace engineers, new Composite Fusion technology is introduced with the Kali AATMA helmet. Weighing in at 2.6 pounds, the AATMA boasts a fiberglass Tri-Weave shell with Composite Fusion construction. It gets a dual density Contego EPS liner as well as an integrated airflow system and breakaway visor design. The AATMA meets or exceeds AMA, FIM, CCS, WERA racing standards and d is both ECE and DOT certified. www.kaliprotectives.com
vMoose v
Mo Moose scores big points with youth riders with its M1 gear. The jersey is constructed of a semi–ventilated polyester. It Th gets a V-neck collar with roost guard cross hatch and has a ge generous fit with raglan-style sleeves for comfort and full range ge movement. Available in youth sizes XS-XL and colors blue, lime, m orange and red, the jersey retails for $24.95. The M1 pant is or made of a nylon/polyester blend with double and triple stitched ma seams. It has molded graphics and leg badges for durability and se roost deflection as well as durable leather inner knee panels, a ro reinforced seat area and a pre-bent pant leg design. Integrated re dual waist cinch straps allow riders to fine tune the fit, and du removable foam hip pads bump up the protection quotient. re Available in colors to match the jerseys, the M1 pant comes in Av 1515 to 28-inch youth waist sizes for $69.95. www.mooseracing.com ww
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Scorpionw Rugrats rejoice! Scorpion’s VX-9 youth helmet offers all the features tures and benefits of its VX-14 off-road older brother but is made specifically to fit kid-sized craniums. One helmet can be transformed from small to medium to large simply by changing the snap-out inner liner. The VX-9 maximizes protection with the polycarbonate composite shell combined with Scorpion’s stateateof-the-art dual density EPS liner to absorb maximum force. Plus, s, Scorpion’s washable KwikWick moisture-wicking comfort liner keeps young riders cool no matter how hot the action is on the MX track. Speaking of cool, dual forehead air intakes and twin exhaust ust ports ensure plenty of airflow. While they were at it, the Scorpion on engineers also redesigned the nose roost shield to flow more air ir without skimping on protection. In addition to the revised nose roost shield, the goggle/eye port area was expanded to enhance visibility. ility. www.scorpionusa.com
vMSR
MSR has three different options of youth gear starting out with the Axxis entry-level line, which includes six different colorways and ranges in sizes from Y16-Y26 on the pants and YXS-YXL on the jerseys. The MSR Axxis gear retails for a low price of just $94.99 and is very durable, as it’s tested by top pro riders. The Renegade mid-level line is available in two different colorways and has many of the same great features as MSR’s high-end gear. Finally, MSR offers the youth starlet colorway for all the girls who are anxious to get out and ride. www.msrmx.com
Shiftw A young mind is an important thing to protect. Not only doess the Revolt kid’s helmet exceed DOT safety standards, kids ds will w look even smarter in this custom shell design, which provides ovides both style and function. Multiple air vent channels offer what Shift calls superior temperature and moisture control, trol,, and an integrated roost guard gives riders extra protection. ion. Removable Nylex cheek pads and a comfort liner allow for a superior fit and moisture wicking ability. www.shiftracing.com
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vThor
Young riders score classic performance and fit in the Phase all around jersey. Its chassis features Thor’s “Ride-Lite” fabric throughout for a true performance feel and fit. It features a small micromesh pattern that provides increased air circulation around the body. Downtown, Thor took the race proven Phase Pant and upgraded it with leather inner-knee panels, stretch cuff-less leg openings and 600D construction for serious durability. Thor calls the Phase Pant a serious piece of equipment and an outstanding value, and the same features endorsed by Team Pro Circuit are incorporated into the youth Phase gear. www.thormx.com
Tour Masterw Tour Master’s Jett Series 2 youth jacket boasts a 600D Carbolex shell, combined with a Rainguard waterproof and breathable barrier rrier for a garment that protects young riders from the road and rain. Zippered chest, sleeve and rear exit vents provide flow-through ventilation, and 360° Phoslite reflective piping and Tour Master’ss signature reflective rear triangle increase nighttime visibility. Adjustable sleeve take-up straps hook and loop at the forearm, and elastic snaps at the biceps secure elbow armor and material. l. Extra protection is available from removable EVA foam armor in the shoulders, elbows and back. The Jett also gets a zippered chest map pocket, hand warmer pockets, internal pouch pocket and mobile media pocket. www.tourmaster.com
vVega
Like its adult relation, the Viper Jr. meets both DOT and stringent ECE standards with its specialty thermoplastic, aerodynamic shell shape that is smaller and lighter for the younger rider. Extralarge eye port and side traction plates keep goggles in place, and channeled ventilation keeps the rider cool. A removable, washable Comfort Fit Liner is interchangeable to accommodate growth. The Viper Jr. is available in a wide range of colors and four graphic options, including the brand new SkullnBonz, and it comes in sizes small, medium and large for $79.99. www.vegahelmet.com
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vVemar
The Gildor lets young riders stay comfy and connected for the long haul. The internal liner fits the rider without any kind of pressure points, and the exterior shell is constructed of an ultra-light thermoplastic material. The exterior shell is aerodynamically shaped for ease of cutting through the air with less buffeting and wind noise, thus lessening the stress on the rider’s neck muscles during a long ride. Kids might be most excited about the Bluetooth connectivity, allowing them to use their cell, MP3s and more while on the road with dad. www.motonation.com
t Xtreme Xtreme’s Excel youth riding gear is comfortable, stylish and as durable as the adult Xtreme gear. Shown here in the Gothic Gold graphics, the Excel youth riding gear is affordable and great for a rider just starting out or an amateur racer. The jersey offers fade proof graphics and a soft elastic collar to keep the roost out. The pant is constructed of durable 600D Dynax nylon with 1680D Ballistic Cordura prebent, expandable knees and 1840D Ballistic Cordura inner knees to help grip that tank. It retails at $24.99 for the jersey, $86.99 for the pant and $24.99 for the gloves. www.nhjpowersports.com jp p
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Kyle Petty’s charity ride costs about $10,000 to ride, but it includes bike transportation, fuel, lodging and food, and all proceeds are donated to charity. See the links on page TK for more information about participating in the ride, donating money, volunteering time to Victory Junction or enrolling a child in the program.
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T
he whole thing started as a lark. When Phoenix International Raceway hosted its first NASCAR race in 1988, Harley-Davidson dealer Don Tilley and a couple of friends decided to ride more than 2,000 miles from their homes in Statesville, N.C., to Phoenix. The trip made a splash among drivers and team members, but Tilley wasn’t just a fan. He worked for Richard Petty’s team in the early ‘60s, when team members were jacks-of-all-trades who had to weld frames, change engines and make coffee. He opened his H-D dealership in ‘72 but
stayed close to his old friends in NASCAR; Richard and son Kyle Petty were like family. “I’ve known Kyle since the day he was born,” Tilley says. When Tilley’s old friend Harry Gant heard about the ride to Phoenix in ‘88, he said he wanted to go along on future trips. Kyle Petty chimed in that if Gant was going, he would as well. Momentum for the next ride built for years. In 1990 or 1991, Tilley again led a ride to the Phoenix race. About ten guys went, including Petty, Gant, famed tuner Waddell Wilson, and NASCAR director Robin Pemberton. While Tilley and Gant
had touring bikes and cold weather gear, the rest rode bare bones bikes and had little or no heavy clothing. “Most of ‘em had never been on a ride that long,” Tilley says. “They weren’t prepared for it. They didn’t have the clothes or the bikes for it.” For the newbies, riding gear mainly consisted of cotton, denim and work boots. Extra clothes and other gear was stuffed into duffel bags strapped haphazardly to back seats and fenders. “Kyle shows up with this STP set of coveralls,” Tilley says. “He put a bunch of clothes underneath. He looked
like the Michelin Man.” The small group gathered at Tilley’s shop the morning they were scheduled to leave. Most of them weren’t quite sure what was in store for them. “Gant had been riding since he was 15 years old,” Tilley says, “but he had never been any further west than Martinsville [Virginia] on a bike.” As riders drank coffee and packed gear, Gant sidled up to Tilley. “Hey Don,” Gant asked. “When are we going to cross the Mississippi?’” “This afternoon, probably around eight or so,” Tilley responded.
Harry couldn’t believe it. “You are kidding, ain’t you?” he asked. “No,” Tilley responded, “I’m not kidding.” “We spent the night in Little Rock, Arkansas,” Tilley says with a laugh. “Harry absolutely loved it. He’s been one of the great guys to ride with over the years.” When the ride reached the Texas Panhandle, the weather took a turn for the worse; November average low temperatures in that region are about 15 degrees. A cold night will drop down to zero, with daytime highs in the 20s and snow flurries in the air.
“We got into Texas, about Amarillo, and it was cold, gosh it was cold,” Tilley says. Tilley and Gant had electric vests and good-quality riding gear. Petty had his STP coveralls and a couple of sweatshirts. When they stopped at a hotel that night, Petty was as cold as he had ever been. “Kyle got in the shower with half his clothes on because he was so cold!” Tilley says. On the same trip, Petty asked one of the front desk clerks at a small hotel for a wake-up call. She handed him a Big Ben clock and told him, “This will wake you up.” After more than a week
of enduring bad weather, sarcastic clerks, and Gant’s relentless wisecracking, the crew came home with stories they still love to tell. Petty quickly came to a conclusion. “We need to do a charity ride,” he said. Petty was driving for Felix Sabates at the time, and one of the team leaders, Armando Fitz, helped organize the ride as a fundraiser. Tilley led and laid out a route. In 1995, about 50 riders went on the first Kyle Petty Charity Ride. The ride’s organization was still pretty ad hoc. When the group of Harley- and leatherclad riders streamed into a www.MPNmag.com June 2010 25
gas station in California, the frightened attendant locked the door and hid. “She wouldn’t sell us no gas!” Tilley says. “It was total chaos.” Still, the riders tremendously enjoyed the open road and adventure, and they raised a significant amount of money as well. “We had so much fun,” Petty says. “The next year, we had about 75 people on the ride. We raised some money, but did not plan to ever do it again.” Then Diane Hough became involved and took over organizing the event. The ride grew each year, and the group started scheduling stops at children’s hospitals. The star NASCAR drivers would go in and visit the kids, and the hospital would be presented with a substantial check. “We did children’s hospitals for the first five or six years,” Petty says. “In the 15 years we’ve done it, we’ve been to 22 or 23 children’s hospitals all across the country.” The ride brought donations to the Mattel Children’s Hospital at UCLA; the Children’s Hospital and Research Center of Oakland, Calif.; Children’s Mercy in Kansas City, and many more. Some of NASCAR’s bestknown race drivers have participated in the ride over the years, including David Pearson, Richard Petty and Kenny Schrader. Routes ran throughout the U.S. The ride became an annual event cherished by riders and charity organizations as well. The ride visited the Holein-the-Wall Gang Camp founded by Paul Newman.
Victory Junction • www.victoryjunction.org | Kyle Petty Charity Ride • www.kylepettycharityride.com
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Nestled in the forest of northeastern Connecticut, the camp provides children battling terminal illnesses the opportunity to relax and recharge. These children typically cannot attend a normal summer camp, nor can they afford it. The camps offer the kids a chance to have a normal summertime experience, providing them with inspiration and hope. Seeing kids who had spent much of their lives in hospitals battling for survival out canoeing, hiking and experiencing what most take for granted had a powerful effect on the group, particularly on Petty’s son, Adam. “Adam took a liking to the place,” Tilley says. “My oldest son, Adam, he rode with us and always rode with us,” Petty says. “He was killed in 2000. We decided to build a camp for chronically ill children to honor his memory.” Petty and his wife, Pattie, believed that building a camp like the one their son had loved was something they had to do. They envisioned a camp where terminally ill children and their families could rest and recuperate. Petty recalls that their vision to honor their son’s life met with some skepticism from those who believed they had too many other activities going on to be able to manage the task. “I just think people felt like, with where we were at, do you guys really want to bite this much off?” Petty says. The couple partnered with Newman to found the Victory Junction Camp, while Richard Petty agreed to donate 84 acres of land near Randleman, N.C., for the camp. The Victory Junction Camp opened in June
2004, and serves between 3,000 and 4,000 children and their families each year; a second camp is being built near Kansas City. By anyone’s measure, the endeavor has been tremendously successful. “When you lose a child, it puts you in a different perspective,” Petty says. “There’s something in your heart and in your mind saying that we can do that, no problem.” After the camp opened, much of the fundraising done by the charity ride was directed towards Victory Junction. “We continue to go to the children’s hospitals,” Petty says. “But the focus of the ride has kind of changed.” Since 2004, the Kyle Petty Charity Ride has donated most of the money raised to the Victory Junction camp. In the history of the ride, more than $13 million dollars has been raised and donated to children’s hospitals. Long-time dealer Click Baldwin was also along from the beginning, but he passed away in 2008, and much of the original group organized an event to honor his memory. The late Bruce Rossmeyer also became an important part of the ride. New riders come in each year, but the core group of people who take part have become more than just riding partners. “We have people from all walks of life and from all over the country,” Petty says. “When something happens to one of the main guys, when there is a tragedy, the rest of the riders show up.” “For one week, they are a group of riders riding for a cause. For the rest of the year, they are family.” t
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T
he worldwide scooter market is recovering from the devastating effects of 2009. Many factories in China have been absorbed, closed or forced to merge due to losses. 2010 marks the start of a new market reality, and stores need to do their homework to thrive. If 2009 showed us anything, it was that the age of the private label might be coming to an end as Asian importers were unable to absorb losses; this led to a large number of dealer closures. Quick sales in 2008 led many private labelers to over-order, and the inability to sell or pay in 2009 led a dozen private label companies to close. Since then, new brands and new fly-by-night companies have appeared, but some factories have realized going direct is a matter of distribution control and legality. Scooter retailers remain split between quality dealers selling Taiwanese, Italian and Japanese product and the low-end, low-cost sales mentality. In the good news column, factories are beginning to realize that they should support the dealers that sell their products. Jonway USA has stopped selling to several sub-distributors who couldn’t afford to give support or stock parts; without parts, its brand would suffer in the new economic climate. “It’s essential to have a solid dealer network, where territorial restrictions are observed and where warranty and parts support play a very important role,” says Lev Mirman, president of CF Moto. He believes the market was pushed further down by importers selling bikes and parts directly to consumers online, brands having multiple distributors and artificial price wars. I recently saw some consumer issues firsthand when I visited Puerto Rico and Panama; consumers couldn’t find parts for PGO, CPI or CF Moto units because the private label importers had gone out of business. Making matters worse, products were branded differently than they were in the U.S., where
most dealers go to look for parts — CF Moto Units were branded “Hi-Tong” or “Yamati.” One of the bigger factories that ran into this problem in 2008 and 2009 was ZNEN. The factory registered in China as Taizhou Zhongneng Motorcycles CO. LTD is best known for its importers: Lance Powersports, BMS Motor, Qlink, Eurospeed, Fly Scooter, ZNEN Direct, KGB and Vitacci. All these companies used the same VINs for the units, causing dealers to come into state conflicts for DMV registrations. At Dealer Expo this year, the factory had a booth under the brand Puma and stated they had issued a new VIN to avoid these legal issues as they stepped into the market direct, bypassing the former distributors. I asked Matt Clayton, the national sales manager for Puma Cycles, about the situation and got a very intriguing response: “I can’t comment on the past or future relationships at this time, but let us just say Puma is going to be a major player.” Mr. Clayton might be avoiding commenting on the obvious, but he is onto something in the sense that by selling direct, they’ve cut out the middlemen and the problems they have run into in the past. Kymco has had great success in the U.S. market, and in most cases this level of success can only be achieved by a factory-direct approach. Since Dealer Expo, rumors have flooded the industry around which Taiwanese and Chinese brands would follow suit. Mirman believes that this long-term mentality will make all the difference. “Our warranties are supported by the factory, not by an independent distributor that may or may not be here tomorrow. With all the companies that have left, do you want to put your store’s reputation in the hands of someone who isn’t the factory?” he asks. Considering how many companies left in 2009 and how dealers are struggling to find parts for Tank, United Motors, Xtreme and other brands, this might be the hardest lesson of 2009. t
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HOW TO
Hackett
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BY OTIS HACKETT
THE TWO SIDES OF JOE JONES Selling Wants Versus Needs
I
work with a client who always refers to his hypothetical customers as “Joe Jones” in an effort to make his sales team realize that our customer is no different from us. I agree to a point. What follows was inspired by a conversation with him one day. Joe Jones is two different people: The Joe Jones who walks into the grocery store has a set amount of money that he’ll allow himself to spend; it’s called a budget. He doesn’t necessarily want to spend that money, but he knows he has to. When Joe Jones walks into our realm, he has a much different stack of money to spend. It’s money he wants to spend; it’s money he will absolutely spend on something! This money has somehow magically escaped his budget and now he gets to make some sort of selfish purchase. This is not the same guy from the grocery store. Too
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often this Joe Jones is treated like the other Joe Jones who will make decisions from a budget. In nearly every case, what we have in front of us is a customer who is hoping to justify a purchase that is selfish — and that changes everything! You can’t ask the Joe Jones in the grocery store to buy ice cream if it isn’t in his budget. But the Joe Jones who walks into a motorcycle dealership is looking for a reason to buy a treat, and, more importantly, he’s looking for someone who will tell him it’s OK! Some people need to give themselves permission to buy our stuff. It’s our job to help them give that permission to themselves. They come in our doors to see if we’re worthy of granting them permission to do something selfish. They’re also looking for someone who will ask them to make that decision, to “give” them permission. They need that permission
because they’re often stuck in the rut of having told themselves “no” for all the right reasons for so long. Following is a note from a friend of mine, Chris Baker, who worked for one of our clients. I think it echoes the theme of this installment quite well. “I had an interesting observation yesterday. A young lady from church has successfully conned me into helping her learn to ride. She has sold herself on the idea of buying a bike and exploring the open road with the wind in her face. Talk about clouded vision! She found an ‘80 Honda Hawk on Craigslist that was in decent shape, running, inspected and appeared to be a pretty fair candidate for her. The guy wanted $700 for it. Well, she contacted him via e-mail to determine availability and location. He informed her that he had two people coming to look at it today and one other guy tomorrow. She then started frantically sending e-mails, asking whether she should offer him $1,000, and if I could go with her to pick it up that afternoon!
“That’s my kind of customer, Otis! It didn’t take much to push her hot buttons, and it typifies perfectly the difference between need and want. She was like a pit bull on a limping squirrel. Her eyes clouded over and she was ready to pay well more than what the bike was worth to feed her want.” You’ve surely got a story like this you could tell. Take a good, hard, honest look at your approach and ask yourself which Joe Jones is walking in your store. Is it the Joe Jones with a budget or the Joe Jones with a desire to scratch an abstract itch. You’re selling to the guy who wants what you have for sale, not the guy who needs it. t Otis Hackett is the founder of Otis Hackett Group. OHG provides general management services for powersports dealers across the U.S. The OHG team brings realworld experience, having all been motorcycle dealership employees working on the front lines of the industry every day. Click on www.otishackett.com or e-mail otis@otishackett.com. Join us on Facebook or follow us on Twitter!
We are adding two new projects this spring spring. rm the nd his fi , a s r tt le e a k e c Ha oD for Otis Letter T ndation e An Open m m o c l re , persona incipals r is my ealer pr and e d tt y le n a is . m Th e up les OHG. Lik rship. The artic s, not in kett Gro s? Hire Otis Hac es le o a a in e h s d c u b y m e ner on th on of m der fro r k ti r o a o r e as ow g e c ;w p in n o r o ie u b r y q e a u ld p o -d x y & o e after day-t ears hould How do s chaos d 20+ y a d in the at the owner s n w ie a r s , u s e b e g d s busin I wa ou th nowle all tell y o; I had that k my powersports u pundits t q e d y r , & ess ip. esses ble to the busin ccessful busin er my ownersh who is a to write u d s n o n r s u e r e s th r p of o you yea rge ht, take-cha . Otis may need an three it straig more th Otis is a ts r , fi a e h e n it h e w b to k e r d o e th e w n rs icate joy to ommun es, owne being a as and c pulls no punch e Besides id e v ti ny crea t he r compa present each month, bu s for ou n k la c . p e is l h a c it ke his tion g his tells it li organiza s. Durin re benefits d result several o and Otis e d s m a te r e n r fa e c plem and in l yield im l il o y w ll tr t u n a f o s succes eased c ctivity th Otis has resulted in incr rease in produ d c e v in a cumente w an that h have do t, we sa n e e w m d e n g a a se, eng a purpo ty. cost. lan and as well as quali p than his a h it w y s c n te a te r aluable consis w ope gained v t. petuate pany no r e e m v p o a c t h a y I th M en ut in place cision, b e investm ostly de than justify th systems c d n a e ug re t in was a h rsonal that mo to expec nt: in OHG e s come p e g a m d in h g n te e a in n ta r s o s B s that e this busines e k d a th in tu m o t b ti n ;t , tools rsquo estme ted pla e expec rs can& ess and my inv better e th it r ly w e t r me mos ing my busin on, but ss is do above is All the mendati as a prisoner to way, the busine than I used to m o c e r of ss Iw sa a letter 00 mile ed Otis, y busine first call later, I live 1,5 e working on m I n e h W rs tim two yea far less it. Now, I spend d n a r, e than ev king in it. or spend w
Can OHG do for you what we did for Ted Filer?
, Sincerely r r, Owne . Ted File orts LLC p S r e w o P ’s r File 9
-999
585-464
Give Ted a call and ask him
(585) 464-9999 Or call Otis Hackett today to see what solutions he can provide for you. (219) 362-3190 Go to www.otishackett.com or email info@otishackett.com otishackett.com.
BEST
Operators CLUB
– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –
BY STEVE JONES
2010 DEALER TRENDS THROUGH MARCH
W
e recently conducted a survey of some of our 20-group dealers. We really wanted to know what the dealers felt, since they are on the front lines every day. You can’t always get what you want (reminds me of a song …) from the statistics that are available. This article will discuss their responses as well as compare their reported YTD data for 2010 and 2009. While powersports sales continue to be down compared with 4 or 5 years ago, March picked up for most dealers. The early numbers from some of our groups show overall improvements in most categories compared to the disaster that was 2009. Dealers comment that floor traffic is picking up. Dealers have also reduced their inventory. Some are concerned about having sufficient product on hand. Since we believe in the old adage that “It is usually easier to find units than it is to get rid of them,” this may actually be good news. In addition, some banks and
32 June 2010 www.MPNmag.com
credit unions are starting to free up money and “buying deeper” (that is, accepting lower credit scores). Positive Numbers (March YTD 2010 compared with 2009) • Overall store gross profit is up 2% • Overall net operating profit is up 2.5% • Personnel and administrative expenses as a percentage of gross profit are down • Percent of revenue change is up over 18% for groups reviewed • New and pre-owned unit gross profit is up for all products except scooters • Service/labor margin is up 9% to 10% • F&I net operating profit per vehicle sold is up over 160% Current unit trends Dealers reported that used mid-size street motorcycles and new models with rebates are selling well to the budgetconscious consumers we have now. Sportbikes sales have been slow, but appear to be picking up somewhat;
financing and insurance have been a problem here as the customers are generally yyounger and many have less (or poor) credit. Most off-road bike sales have been slow, w with the exception of a few models with high demand and low availability. Overall, ATV sales have been down for the last few years. However, they are up from last spring. UTV sales have been doing well, too. This market has grown due to whole goods and accessory product expansion and improvements, combined with the need for utility vehicles. In some areas farmers are using these as a low-cost alternatives to trucks and tractors for certain jobs. The youth segment is suffering due to bad press as well as tight consumer budgets. Scooter sales are continuing to suffer as fuel prices remain relatively low. Consumer trends Overall, dealers noted that today’s consumers tend to be more mature folks with higher incomes and good credit histories. However, they take longer to close. They may come in four or more times before they make the buying decision. Many come in after considerable web research. They know more about the products and what is on sale on dealer websites. Most dealers report that traditional advertising is not producing. They are finding that their best results are coming from social marketing, tradeshows and community events. The younger single and family folks with annual incomes under
$75,000 are buying parts or service instead of units. Other trends and opportunities Dealer internet sales as well as the use of eBay to move obsolete inventory have changed dealership business structures; this profit center will only continue to grow. Social marketing through services such as Twitter, Facebook and YouTube has become more significant to our business. You must become more creative and Internet-savvy to keep pace with the market. The surveys and numbers support the fact that cuttingedge technology sells product. Fuel injection and improved fuel economy has become a way of life in our industry. Power steering has become a factor in sales of larger ATVs. Technologies such as traction control, stability control, and ABS are popular features. Unique products like the Spyder are growing in popularity. You need to recognize that these technologies require considerable changes to your technicians’ qualifications and training, and you must respond appropriately. Due to the reduction in the size of the dealer network, there is a huge opportunity for profitable growth as this economy slowly turns around. The product shortages and reduced competition mean you can hold better margins. In addition to capturing new customers, retain every one you can by pursuing a customer-satisfaction business philosophy. Have
the right people in place to maximize every customer opportunity. The right people possess a proper attitude, aptitude and training. Moreover, there is no reason to have “B” and “C” players on your staff when there are “A” players out there looking for work. Keep your staff sharp by providing them with ongoing, high-quality training. More dealers than ever report using true computerbased CRM tools instead of the traditional paper traffic log. These tools provide extensive tracking and follow-up capabilities. Dealers can monitor conversations
and e-mails between their dealership and individual customers, as well as measure the performance of their staff. If you haven’t already, acquire and utilize all the features these tools offer. When sales are slow, customer prospecting and quality follow-up processes are critical to your business. It ain’t over yet by a long shot, but there are positive signs that our business is improving. In order to survive the ups and downs of this market, controlling inventory and expenses has to remain a priority. Once you have the
Note: The Voyager 4 data reporting and analysis system is available for any dealership to use for a very nominal fee. For more information on GSA’s data reporting system, dealer 20-groups, on-site consulting or training, drop Steve an e-mail at steve@gartsutton.com or visit www.gartsutton.com.
formula dialed, don’t divert from it as the economy improves. t At GSA we track benchmarks through our involvement with dealer 20-groups. The TBOC data comes from the groups that are in the a real-time, web-based data reporting system. National Norms are compiled from the groups that report in the former-
RPM data system. Steve Jones, general manager of GSA, outlines dealership 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 #1 authority on dealer profitability.
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EDGE VRM 367 Standard and Heavy Duty Tubes
VRM 302
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www.MPNmag.com June 2010 33
PEAK
Dealership PERFORMANCE
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BY MARK RODGERS
YOU SELL LIKE A GIRL And Other Compliments
T
hink back to your childhood on the school playground. When you put together a team to play baseball, who did you pick? There was the jock — he was always picked first. Then, the pretty girl, who wasn’t very good, but, well, we know why she was picked second. The class clown was chosen for entertainment. And finally, the last person to be picked was the person who everyone knew “throws like a girl.” Fox Sports Network features a show called Sports Science. This show’s intention is to dissect myths and questions concerning sports. In a popular episode, Jennie Finch, pitcher for the U.S. Olympic women’s softball team was pitted against a male baseball pitcher. The question in the episode was, “Which ball is harder to hit?” First up, the baseball pitcher. The male pitcher threw a 95 MPH fastball that packed a punch of 2,411 pounds of force. Then it 34 June 2010 www.MPNmag.com
was Jennie’s turn. While her speed was clocked at 70 MPH, her pitch made contact with and shattered the scientific equipment used to measure the force. Further studies supported this test, and it was found that it is harder to hit a fast pitch softball. Who knew that the phrase “you throw like a girl” could be a compliment? Translate this lesson to a sales environment. Look at the myths of women in sales or finance. Now think about motorcycle enthusiasts. While the number of women riders is growing, what about the numbers of women working in sales roles in motorcycle dealerships? Think about the motorcycle customer’s experience and how it is different based on their sales transaction, which is sometimes dependent on the salesperson. Let’s do a little “Sales Science” to support our suspicions that women can excel in a market thought to be dominated by men.
A Little 4-1-1 W Whether consuming or selling, w women have a few things in common when it comes to purchases, one of which is attention-to-details. Look at the number of shoes in a women’s shoe store compared to that in a men’s shoe store. A man goes into the store and wants a black dress shoe. He may have a few special requirements, such as lace-up or loafers, brand name or price. Women, on the other hand, have much more to consider. For example, she might consider a stacked, stiletto, wedge or platform heel design; heel height could be between one to six inches; formal or career shoe? Shiny or matte? Patterned? Closed, opened, peep, stacked, pointy or round toe? The number of styles available is in direct response to the questions women ask, and these questions point to an attention-to-detail that is inherent in the female gender. Gail Worth, dealer principal of Gail’s Harley-Davidson in Grandview, Mo., believes that success lies in the details. In her dealership, she points to several things that men may not see as a priority, such as the bathrooms; however, “Bathrooms are the first thing I think of,” she says. “When I am at a business, I judge them based on their bathroom first. Because of that I am a fanatic about our bathrooms. They are very cool looking and always clean.” Gail also focuses on clean and pressed uniforms that fit her staff well. The parts and accessories storage area is spotless and is a key point on the dealership tour. The service department features a white floor and a
large window overlooking the technicians. Gail believes “It gives the customer peace of mind knowing her motorcycle is being cared for as if it were in a hospital.” Gail makes sure her dealership is warm and inviting and leads her staff by example; she believes that her attitude and approach will influence her staff’s behavior. Gail also uses marketing that considers all riders, including women, and tailors her message accordingly. Finally, she is present in all of her advertising (radio, television and print), making a point to show the person behind the name. Details are equally important in the sales transaction. By listening and taking in all of the information the customer is conveying, you can better meet their needs. Did they mention what type of bike they are looking for? To narrow accessories, what kind of climate will they be riding in? To better schedule pick-up and service, what do they do for a living? To help determine the best insurance carrier, how many years of riding experience do they have? All of these details make you a better salesperson and in the process, result in a successful sales transaction. Try a little tenderness By all accounts, one of the main differences between men and women is the chemical composition of their brains and how it affects their emotional behavior. In his book “What Could He Be Thinking? How a Man’s Mind Really Works,” Michael Gurian discusses the biological
differences between male and female brains. “The female brain secretes lots of oxytocin, a hormone that enhances the ability to feel emotions at a complex level, whereas we are driven by testosterone, which simplifies our emotions, particularly when they involve cocktail waitresses.” Funny and true. Women typically invest more emotions into relationships, conversations and, yes, even purchases. Think back to the shoes. Change the requirements to a woman’s shoes for her wedding. A gambling person would make money if they bet that the woman (1) Could — years later — tell you every detail of that shoe, down to where she bought it and how much she paid for it, and (2) Might even still have them in the original box in the back of her closet. Meanwhile, men typically rent wedding paraphernalia and probably would be challenged to remember the name of the rental place. The key to using the emotional component is in building the relationship and maximizing the interaction with the customer. In motorcycle sales, the advantage that women have is the ability to instill confidence in customers of all types. Kim Kridel, co-owner of Mammoth Motorsports in Rohnert Park, Calif., uses her gender and her cycling expertise to build confidence in male customers. “I ride and race motorcycles, so most men aren’t intimidated to tell me something that they may not have wanted to admit to another male,” says Kridel.
An experienced rider, Kridel has also found that selfdeprecating humor about her abilities reduces competition and allows men to feel confident in their skills. Sheri Simmer, sales at Heart of Dixie Harley-Davidson in Pelham, Ala., appeals to women through knowledge and education. Simmer works diligently to ensure a proper fit for her female customers and works with all areas in the dealership to provide the best possible experience for her riders. She also spends a great deal of time mentoring new female riders and encouraging their progress. Simmer rides an ‘07 Softail Deluxe, which also shows women that they can successfully ride whatever they want, given the right resources and support. Nice girls finish first Let’s revisit the shoe analogy one more time. When was the last time you heard a man compliment another man on his shoes? Doesn’t happen often, unless you count the $120 basketball shoes of which they are envious. Women, on the other hand, are cheerleaders for each other. They freely compliment one another, and if they were to see a pair of shoes they loved — even on a stranger — they would compliment and ask where they could find a pair for themselves. This tendency to be enthusiastic is generally a female trait, as most men do not want to seem “uncool.” Simmer believes “having fun and letting your enthusiasm show helps to sell bikes without using a high-pressure sales
environment.” This enthusiasm, combined with a genuine approach and savvy interviewing techniques, allows customers to feel confident, relaxed and comfortable in their purchase. Women have a natural ability to ask questions in a manner that puts the customer at ease. According to an independent study by Switzer Consulting Co., “Women use their inquisitiveness to understand the big picture and then see how what they have to offer fits into the customer’s situation. They are less product focused than men. On the contrary, they are more solution focused. They also tend to position their offering from the customer’s perspective better than men.” In a motorcycle sales transaction, this means that women in sales are well equipped to understand the needs of the customer, provide support and build confidence and a relationship at the same time. Finally, all of these characteristics can be beneficial from a sales standpoint as well as from a leadership standpoint. For those women in leadership roles at their dealerships, inspiring confidence in their employees is as important as inspiring confidence in their customers. In the book “The Power of Nice: How to Conquer the Business World with Kindness,” authors Thaler and Koval insist that being a female leader does not mean you have to minimize your feminine qualities; being nice doesn’t conflict with being a leader or making difficult choices. It’s a question of style: “In the end, being a cheerleader is far more
effective than being a drill sergeant,” the book advises. Sales science: Theory proven? At the playground, did the jock ever strike out? Did the person who “throws like a girl” ever surprise you and make a great play? Have you ever found the exact pair of shoes you were looking for in the first store you tried? Sometimes, unexpected things happen. Sometimes, people prove others wrong and convince others in the process. Women in motorcycle sales all over the country have discovered that, although they may have to work a little harder than others, their efforts are worth it. Sales is a gratifying role and being able to fulfill customers’ dreams is a satisfying career. As part of this group, women can benefit from the support of each other and should share experiences with others — both positive and notso-positive. Combining natural abilities for asking probing questions, confidence-building and showing enthusiasm and excitement with product knowledge will result in a successful sales transaction. When you hear “you sell like a girl,” you should know it’s a compliment. t An award-winning author, toprated 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. www.MPNmag.com June 2010 35
Lessons LEARNED
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BY ROD STUCKEY
MY GREAT BIG WARRANTY FIASCO
C
ash has always been king, but in today’s market, when getting a line of credit from your local banker is more difficult than climbing Mt. Everest barefoot in a Speedo, attention to detail is paramount. In this — the new, evolving economy — astute dealers are closely monitoring cash sucking components like payroll, used unit inventory, parts and accessories stocking levels, returns to vendors, repair orders completed and accounts receivable, such as retail holdback, contracts in transit, co-op and warranty. Speaking of warranty, this can be a tricky receivable to manage for several reasons. First, submitting a warranty claim is an administrative function, and, by nature, most rough and tough service managers would rather work into the wee hours of the night tearing down a ‘72 CB750 than manage paperwork. It’s human nature to gravitate towards the things we enjoy and to have an aversion to
36 June 2010 www.MPNmag.com
the things we would rather not do. And it’s this natural lack of appetite for paperwork that can create the perfect warrantyrelated cash flow storm (in a hurry) if Mr. Dealer Principal isn’t on his toes. And even though it’s possible to hire a warranty clerk to do the administrative work — if the service manager doesn’t properly understand, follow and support the warranty process — the clerk will be set up to fail. Second, in most cases you can’t totally rely on your standard accounts receivable report to accurately quantify whether warranties are getting submitted and paid. Why? Because a warranty receivable only shows up on this report if it has been closed or cashiered in your DMS. In other words, it only shows up if your service manager wants it to show up. One of the scary habits of many service managers is to allow the customer to pick up and leave the dealership with his unit and have no urgency in completing and closing the
RO in the DMS. “What’s the harm? It’s warranty pay, and why should the customer be held up while I do paperwork?” It’s this mindset that leads to this future catastrophic disaster. While these are good intentions made with fairly sound judgment, once the unit is gone, it’s out of sight and the follow through of dotting Is and crossing Ts required is out of mind. This is one of the many reasons I highly recommend a monthly physical inventory in your service department w where you compare actual units on hand to actual open ROs in the system. Unfortunately, many slacker service managers have an entire play book on how to camouflage unpaid warranties, along with their own lack of performance. I’ve also observed the warranty receivables reports showing a large sum of outstanding claims as current only to find out after 30 days that, although they were closed and cashiered in the DMS, they were never submitted to the OEM. By the time the report exposes the error and an investigation is launched, it’s often too late to submit the warranties. The technician has been paid, parts have been bought, shop supplies have been paid for, and Mr. Dealer Principal eats it. Ouch! Then there is what is perhaps the most painful warranty related snafu of all. This is when you receive the warranty credits from the OEM that give you that warm and fuzzy feeling. Subsequently, the next month, you’re reviewing your statement only to discover you’ve been charged back because the OEM called for the parts on the RO to be sent back for inspection. However, because they were not properly tagged and stored, they can’t be located and therefore can never be sent back. Just
because the OEM giveths, doesn’t mean it can’t taketh away. Double Ouch! Perhaps this double ouch is so vivid to me because I once had a service manager cost me over $15,000 in charge backs. I never saw it coming, hence the title of my column, “Lessons Learned.” (I’m pretty consistent with learning things the hard way.) It was back in ‘97 when a particular OEM was having a warranty recall on the entire engine short block assembly. It was a popular model, and, as you can imagine, customers weren’t happy about having the engine in their brand new unit replaced. Technicians weren’t happy about doing the work because they didn’t feel the allocated time to perform the work was realistic. I was caught in the crossfire of trying to ensure customers were taken care of, our tech’s constant whining wasn’t going to run off my service manager (because I knew I didn’t want his job) and high dollar claims were being accurately submitted to the OEMs. The good news was that we were dotting Is and crossing Ts while submitting claims; bad news was the old engine cores were being internally swiped, and we didn’t catch it until the OEM called for the parts! Unfortunately (or fortunately), we often learn more from our failures than our successes. This warrantyrelated fiasco really stuck to my ribs; however, the much less expensive way is to learn from others’ mistakes. So here you go … this one’s on me. t Having owned and operated four dealerships in the Atlanta market, Rod Stuckey knows firsthand how hard it can be to get targeted dealer information, so he founded Dealership University. His monthly column gives dealers the lessons they need to learn to be more successful.
– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –
BY ROD WILLIAM STUCKEY DOUGLAS LITTLE
WINNING AT F&I FOR THE LONG-TERM
‘D
ude, bring me on and we’ll rape every guy who walks through that door!” These were the words spoken to me by an applicant for an F&I position at my dealership a few years back. Verbatim. And, the thing is, this approach isn’t entirely without possibility. There are actually enough of us out there who are tired of losing money in a sour economy that the idea of milking every dollar out of every sale is a pretty good one. So, why did I sent this guy on his way without an offer? Well, aside from the fact that he’d called me “dude” several times during our conversation, I realized that we aren’t just in this business for a quick buck. We’re here to build a profitable long-term business that can be passed down through the generations. A skilled F&I person can make you some serious money, even doubling your net on a majority of your deals. With the proper tool chest, a good F&I
person can close warranties, insurance, service agreements, roadside assist, GPS tracking and more, all for an easy-toafford monthly payment that seems like nothing at all. All of this sounds great, doesn’t it, so what’s the problem? Why not take the suggestion by my misinformed applicant and “rape” every customer? Well, here’s where the danger comes in: F&I products are attractive because we as dealers can set our own price without the customer “price shopping.” This means that an aftermarket warranty that costs the dealership $200 can essentially be sold for $700, $800 or even $1,000. You might be thinking, “If I can sell a $200 warranty for $1,000, why not? I deserve the margin! After all, I make my living selling new vehicles with a 17 percent margin, 5 percent of which I have to wait six months to receive under the guise of a “hold-back.” I fight the good fight, go against price
sellers in a crappy market and do all I can to keep my doors open! I should price my aftermarket back end through the roof!” This is where it comes down to winning a battle versus w winning the war. Remember w when the customer walked in with a trade that he was so upside-down in that he couldn’t buy his mother’s love? Now, think about the bike that he was trying to trade; you probably wondered how a guy could owe that much after paying on a loan for two years. He got in this situation because someone took F&I too far. Someone loaded this guy up with some really overpriced back end product and left him helplessly inverted. Unfortunately, there’s no way to get him out of his trade without doubling the bike’s value in over-allowance and then financing it for him. (Most lenders would seriously frown on this practice.) Perhaps the most important thing to note with this customer is that he’s in your store, not the store from which he purchased the bike he’s trying to trade. Why do you think that is? There could be a million reasons, but chances are that he knows what bad shape he’s in and isn’t happy about it. Yes, that dealer hit the proverbial “home run” when they sold him that bike; I’m sure the sales manager and the F&I manager were highfiving one another as he pulled from the lot. What they neglected to realize is that they’d seen him for the last time. The sour experience of being hopelessly over-financed
in his bike is something that a customer will not soon forget. So, what’s your goal? Customers aren’t stupid. If you treat them right, they’ll return time and time again. Price your product fairly, enabling them to trade on 18to 30- month increments, and, chances are, you’ll have their business for eternity. Most warranty companies suggest a keystone retail price on their product, (double your money). A $200 warranty should sell for $400. Even taking that a bit further still won’t leave your customer feeling “raped” by the dealership, but it will leave you with a huge earnings potential. By working on your closing techniques and focusing on sales training for your F&I department, you can effectively increase your sales volume while maintaining fair margins of profit on your back end sales, which will ultimately mean more repeat customers and much more profit for the dealership in the long run. Besides, it’s way better than having to deal with employees who call you “dude” all the time. t Columnist William Douglas Little writes from experience, having built a multi-line dealership from the ground up. His store, Unique Powersports, has earned accolades for excellence in retail sales, community involvement and customer satisfaction. Little’s debut book, Mexican Bowl Fishing, was released in 2008 and is available at www.WilliamDouglasLittle.com. www.MPNmag.com June 2010 37
Essentials Gearr European Scooter Wear Armadillo Scooter Wear Martin Racing Performance recently picked up exclusive U.S. distribution of this stylish line of scooter wear. Armadillo offers scooter jackets and accessories for men and women. Pictured is the Scarlett Mac. –––––––––––––––––––––––––– Sure Sellers: • Removeable d3o armor in shoulders and elbows is lax tection while riding but locks together on impact for protection • MP3 pocket with headphone loops • Cuff mitten with thumb loop –––––––––––––– For More Info: Martin Racing Performance 1740 N.W. 93rd Ave. Doral, FL 33172 (305) 599-8993 www. armadilloscooterwear.com
MX Gog Goggles No Fear No Fear is taking a plunge into the motocross goggle market with its Rush model. –––––––––––––––––––––––––––––– Sure Sellers: • Microfiber lens cloth included • Four color options: Red Racer, Black Socks, Blue Collar and White Lightening • Special editions are on the docket
Retail Price: $44.95 –––––––––––– For More Info: No Fear 2251 Faraday Ave. Carlsbad, CA 92008 (800) 266-3327 www.nofearmx.com
Lite Ballistic Jersey EVS Sports Protection This jersey offers all-in-one upper body protection, minus the kidney belt. What’s more, it’s flexible and breathable. –––––––––––––– –––––––––––––––– Sure Sellers: • Hard plastic chest, back, arm and shoulder protection • Lightweight cool ballistic fabric with mesh stretch panels to fit • Hi-style upper arm brush guards, and it’s machine washable — gee, thanks mom!
38 June 2010 www.MPNmag.com
Retail Price: $150 –––––––––––––– For More Info: EVS Sports Protection 119 W. Milwaukee St., Suite B Janesville, WI 53548-2965 (888) 873-8423 www.evs-sports.com
Neck Brace Leatt-Brace Leatt-Brace’s Moto-GPX brace is designed to bring the head to a controlled stop in worst-case scenarios. What’s more, Leatt-Brace provides sizes for riders 4 years of age and older. ––––––––––––––––––––––––––– Sure Sellers: • Built with glass-injected nylon • Adjustable to suit multiple riding styles • Provides a rigid structure that acts as an alternate load path for neck forces ––––––––––––––– Retail Price: $395 ––––––––––––––– For More Info: Leatt Corporation Inc. 24842 Ave. Rockefeller Valencia, CA 91355 (800) 691-3314 691 3314 www.leatt-brace.com
Loop Luggage ggage Giant Loop p The Great Basin B Saddlebag requires no racks, mounts, u unts, braces or sub-frame mods. Justt strap it on, pack it up and ride away. ––––––––––––––––––––––– –––– Sure Sellers: • 50-liter+ capacity • Waterproof outer shell fabric and zippers • Bomb Shell cover, constructed of ultra-durable trucker’s tarp reinforced with Cordura Ballistic cloth –––––––––––––––– Retail Price: $399 –––––––––––––––– For More Info: Giant Loop LLC 1012 NW Wall St., Suite 217 Bend, OR 97701 (541) 815-9829 www.giantloopmoto.com
Expedition Saddlebags Moos Racing Moose When Wh the going gets rough, and a rider just can’t bear to leave behind her jus makeup, these saddlebags could be the ma answer; answ they’re available through Parts Unlimited. Unlimited –––––––––––– ––––––––––––––– Sure Sellers: • Semi-rigid formed 600-denier Saddletuff and foam f shell Water-resi • Water-resistant zippers and internal mesh pockets she opens completely with a three-sided • Formed shell zipper ––––––––––––––– $9 Retail Price: $99.95 ––––––––––––––– For More Info: Moose Racing P Box 5222 3501 Kennedy Road, P.O. 53547-5 Janesville, WI 53547-5222 369-10 000 (800) 369-1000 www.mooserracing.com www.mooseracing.com
www.MPNmag.com June 2010 39
Essentials P&A Smaller F2P Transmitter F2P Technologies F2P’s (Flash 2 Pass) new motorcycle transmitter is 45 percent smaller, giving more options for concealing the lil’ bugger. –––––––––––––– Sure Sellers: • An F2P-equipped bike opens the rider’s garage door with a double-click of the high beams • Requires 12-volt electrical system and is compatible with post-1982 garage doors • New, smaller unit can be paired with an older receiver –––––––––––––– For More Info: F2P Technologies 2301 W. Beverley St., Suite G 01-2904 Staunton, VA 24401-2904 (866) 249-7427 ollogies.com www.f2ptechnologies.com
Portable Mini Air P Compressor C
Supersport Tire Metzeler Motorcycle Tire re Metzeler’s Sportec te ec M5 Interact is an n alla around supersport orrt tire, and it features five five e tension zones to perform condition. m in every lean angle and riding condition –––––––––––––– Sure Sellers: • Pi symbol-inspired tread design gives great water drainage and flexibility • Lean indicator lets riders measure lean angles • Front sizes: 120/60ZR17 and 120/70ZR17; rear sizes: 160/60ZR17, 180/55ZR17, 190/50ZR17 and 190/55ZR17 –––––––––––––– For More Info: Metzeler Motorcycle Tire 100 Pirelli Drive Rome, GA 30161-7000 (800) 747-3554 www.us.metzelermoto.com
40 June 2010 www.MPNmag.com
Stop & Go International Inc. S At just 4 x 2 x 6 inches, Stop & Go’s mini A ATVs. air compressor easily stows on motorcycles and ATVs a –––––––––––––– Sure Sellers: S • Delivers up to 120 psi • Built-in LED can illuminate a tiny tire valve at night and shows device is powered • Three power choices: cigarette lighter, alligator clips to the battery cables or link directly to the SAE power plug –––––––––––––– R Retail Price: $34.95 –––––––––––––– F For More Info: S Stop & Go International Inc. 3 3610 Thunderbird Lane C Crystal Lake, IL 60012-2089 ((8 (800) 747-0238 www.stopngo.com
Essentials P&A Clutch Cover for the Ducatisti Barnett Tool & Engineering Barnett now provides billet clutch covers fo for or Ducati motorcycles. The covers fit any Ducati cati with a dry 6-speed transmission, including the 2010 1100 hypermotard, 1100 Monster and streetfighter models. ––––––––––––––––– Sure Sellers: • Designed for style and real-world performance ma ance ality billet • CNC precision machined from aerospace qua quality aluminum • Guaranteed not to fade or discolor d-anodize • Available in clear (natural), black, red or hard-anodize ––––––––––––––––– Retail Price: $192
Rippin’ S1000RR 00RR Wheels Blackstone Tek k Cycle World sayss BMW’s S1000RR is the real r deal, so you really l lly need to start stocking some aftermarket P&A for it, and you can start with Blackstone e Tek’s carbon fiber wheels.
For More Info: Bar Barnett Tool & Engineering 2238 Palma Drive Ventura, CA 93003-5733 (805) 642-9435 www.barnettclutches.com Sure Sel Sellers: llers: Reduced • Redu uced weight offers reduced unsprung mass and gyroscopic gyro scop effects in cornering Single-piece construction, utilizing carbon fiber strands •S Single woven in an unidirectional pattern, embedded in a resin w matri m matrix — i.e., it’s quite sturdy • Cov Covered by a two-year warranty • Av Available in 31⁄2-inch and 6-inch sizes, with 61⁄4-inch an 65⁄8-inch sizes coming soon and ––––––––––––––––– Retail Reta Price: $3,990 per set ––––––––––––––––– More Info: For M Brock’s Performance Products Brock B East Patterson Road 4064 E 4 Dayton, Da ayton Ohio 45430 (93 37) 91 (937) 912-0054 ww w.br www.brocksperformance.com
Camo ATV Ca Cargo arrg go Carrier Tamarack T k ATV A Acc Accessories Tamarack w will soon offer its hard luggage in RealTree camouflage, ATV riders to match their luggage with the RealTree allowing g AT camoufl camo ouflage on their ATV. Pictured is Tamarack’s Titan Series Se erie Cargo-Rest. ––––––––––––––––– Sure Sellers: Su S • Space enough for a chainsaw or two helmets, plus more • Padded backrest and two integrated interior cup holders • Rugged steel latches and separate key lock •A l available in black, red and dark green Also –––––––––––––––––––––––––––––– Retail Price e $249.99 Price: –––––––––––––––
For More Info: Tamarack ATV Accessories 697 Lincoln Lake Ave. S.E. Lowell, MI 49331 (800) 269-6701 www.tamarackatv.com www.MPNmag.com June 2010 41
Essentials Scooters SH-37 Top Case se
NG Disc Brakes MRP Martin Racing M Performance is now P offering NG Disc Brakes off o for GT 200cc, Vespa for Vespa V LT150, LT150 Zuma 125cc and other otth fitments. –––––––––––––– Sure Sellers: • Racing quality at reasonable prices • Great upgrade for off-brand scooter consumers ––––––––––––––––– Retail Price: $25 to $50 dealer cost –––––––––– For More Info: Martin Racing Performance 1740 N.W., 93rd Ave. Doral, FL 33172 (305) 599-8993 www.mrp-speed.com
Shad Shad’s new SH-37 includes a transparent twocolored reflector with ith a red band on the frontal part. The new w graphical image of the brand can be seen in the Shad logo, highlighted thanks to Kromex technology, giving the he case a modern look k and practical finish. ––––-----–– Sure Sellers: • Press Lock System allows for easy opening and closing • Enough storage capacity for two open-faced helmets • Color Change system lets the user change the existing color insert in a matter of minutes
Retail Price: starting at $179 –––––––––––––– For More Info: Shad USA 19096 NE 4th Court Miami, FL 33179 (305) 652-6366 www.shadusa.com
150cc Eco-Smart Engines
Scooter Cover
Vespa USA Piaggio has equipped its 2011 Vespa S 150, LX 150 and LXV 150 models with new 150cc electronic fuel-injected engines that are even more miserly at the gas pump than the previous generation. ––––––––––––––––– Sure Sellers: • Consumes 15 percent less fuel than its predecessor • Wrings up to 85 miles out of each gallon of gas • Provides stronger, smoother acceleration in stop and go traffi stop-and-go trafficc
Nelson-Rigg USA Inc. Backed by a one-year, “no hassle” warranty, Nelson-Rigg’s Scooter cover is made from a water-resistant and light weight Tri-Max polyester, with a non-scratch dura-soft backing for the ultimate protection. –––––––––––––––––––––––––––––––– Sure Sellers: • Elastic hem gives the cover a nice snug fit while two security grommets located at the front and center of the cover will accommodate large locks or cables • Comes packed in a matching carry bag for transporting or storage ost any scooter • Available in two sizes to cover most ––––––––––––––––– Retail il Price: P $39.95 –––––––––– re Info: For Mor More n--Rigg USA Inc. Nelson-Rigg AL Lake Center Drive 3518-A A CA 92704 Santa Ana, 50-1811 (714) 85 850-1811 ne elsonrigg.com www.nelsonrigg.com
Vespa Ve V essp pa East 40 E 40 ast as
–––––––––– For More Info: Fo F USA St., 17th Floor 45th St New York, New Y Yor York, NY 10017 ((8 (800) 631-1101 www.v ve www.vespausa.com
42 June 2010 www.MPNmag.com
SEMA SHOW: Behind Your Business 100%
Powersports Dealers: You need to be at the SEMA Show t 4FF UIF OFXFTU BOE NPTU JOOPWBUJWF QPXFSTQPSUT QSPEVDUT t $IFDL PVU UIF IPUUFTU BOE OFXFTU CJLFT "57T 657T 4JEF 9 4JEFT BOE TDPPUFST t "UUFOE UIF BMM OFX 1PXFSTQPSUT %FBMFS 6QEBUF 8PSLTIPQT DP IPTUFE CZ (BSU 4VUUPO "TTPDJBUFT BOE 4&." XJUI TQFDJBM JOEVTUSZ LFZOPUF TQFBLFST
Bring on the Opportunities. Las Vegas Convention Center, Las Vegas, Nevada
Exhibit Days: Tuesday, November 2 - Friday, November 5, 2010 Education Days: Monday, November 1 - Friday, November 5, 2010
4BWF PO 8PSLTIPQ 3FHJTUSBUJPO BOE BOPUIFS PO 4&." 4IPX 3FHJTUSBUJPO
3FHJTUFS /PX BU SEMAShow.com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
Gaskets asskets in Spades Ultima has released a multitude of gaskets, both for its own engines and a bunch of H-Ds. Sure Sellers: • Sold individually or as complete kit (pictured) • Available for EVO, Panhead, Shovelhead, Twin Cam and Sportster models, among others • PDFs detailing Ultima’s new gasket offering can be viewed here: www.ultimaproducts.com/ultimagasket.html For More Info: Midwest Motorcycle Supply, 2100 State Road Z, Pevely, MO 63070; (800) 325-3914 www.midwestmc.net
Serious Luggage Tour Master’s Nylon Cruiser III saddlebags and sissybar bag have weather-resistant 840 denier and 1,000 denier nylon construction. Sure Sellers: • Mounting mechanisms fit most styles of motorcycles • Dark colored reflective piping provides nighttime visibility • Internal support panels hold shape whether bag is empty or full Retail Price: Sissybar bag starting at $79.99; saddlebags, $119.99 For More Info: Tour Master, 26855 Malibu Hills Road, Calabasas Hills, CA 91301; (800) 421-7247 www.tourmaster.com
44 June 2010 www.MPNmag.com
Monkey See See, Monkey Do Custom Cycle Control Systems now provides 12- and 16-inch 6-inch Ape Hangers featuring its Climax Hand Controls, a patented ed set-up with very low-profile micro switches that still give a rider ider all the stock control functions. Sure Sellers: • All lines, wires and cables run through the bars and exit below the top tree • Wires, cables and hose comes extra long to cut to length • Push-pin accessibility to internal throttle and reservoirs so no special tools are needed Retail Price: starting at $2,395 For More Info: Custom Cycle Control Systems Inc., 1014 S. Saint Tropez Ave., Anaheim Hills, CA 92808; (714) 280-8537 www.customcyclecontrols.com
Sick Shades S The lenses in Petrol Eyewear’s Carburetor shades have a Repelium coating to resist scratches, smudges, oils, water and fogging. Plus, they have the sm Bryan Bry Fuller seal of approval. Sure Sellers: Se •Ideal for riding, water sports, snow sports and everyday r •Lenses provide UV protection pr •Made in Italy and come with a one-year warranty It Retail Price: Pric $150 For More Info: Petrol Eyewear, 14462 Astronautics Lane, Huntington Huntingto Beach, CA 92647; (888) 784-3050 www.petroleyewear.com www.petr
RSD’s F’n Footpegs While he’s not jumping V-Twins over the L.A. River, Roland Sands churns out head-turning aftermarket parts, like these Moto footpegs. Sure Sellers: • Machined from billet aluminum and given a lush chrome or black-anodized finish • Available in 45 degree male-mount driver or straight malemount passenger versions Retail Price: from $99.95 For More Info: Drag Specialties, P.O. Box 5222, Janesville, WI 53547; (800) 222-3400 www.dragspecialties.com
Fur-ocious Pipess Rush is busting out of the gate with aftermarket exhaust choices for Honda Fury riders. Its Fury systems are made from 16-gauge gauge steel and include heat shields over the head pipe. Sure Sellers: • Available with either show quality y chrome or popular black coating • Buyers can choose between a straight aight or multi-directional angle tip • Special design spiral louver packed ed baffle contributes to the sound and additional itional power Retail Price: $599.95 (chrome); $609.95 (black) For More Info: Rush Racing Products, 2777 E. 83rd Place, Merrillville, IN 46410; (866) 994-7874 74 www.rushracingproducts.com
www.MPNmag.com June 2010 45
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