Bold ideas for motorcyclists - taking motorcycling by the handlebars
Maverick - Nov 4, 2010

The motorcycle industry is alive and well: lots of riders, OEM motorcycles new and old, custom motorcycles, and lots of other stuff to support the adventure. All of this in a depressed economic environment. There just might be something missing.

Motorcycle dealers and performance shops, some at least, are struggling. Weekly, if not daily, we read or hear about OEM dealers and custom builders going out of business. Employees are laid off, dealers hire family members, only a skeleton staff cover more territory, employees go to 4 day weeks (sometimes less), are themes spoken time and again. 

I am not sure I speak for everyone, but anytime a businessman or woman loses his or her livelihood, it is a sad day. Such an event usually means a family or multiple families need to change: jobs, lifestyle, and location, or all of the above while giving up lifelong dreams.  

Motorcycle dealers and their personnel work very hard. Walk into any dealership just about any time and find employees on a dead run…usually to locate, acquire, service, or retrieve a product for a customer.

Here are 9 ways motorcyclists might be able to support their favorite powersports dealer/s; those that you rely on to keep your motorcycle running safely. 

1. Partner and collaborate with your dealership. Employees are people too! Increasingly, employees are becoming more engaged in producing positive outcomes for their customers and their dealership owners. 
   
   Gratitude for a job well done will go a long way, but if you think of employees as partners in the care and maintenance of your motorcycle, be assured that you will have a safer ride. 
   
   Have you ever asked your customer service representative at your dealership: “Is there anything I can do for you?”  You will get interesting responses anywhere from disbelief to “thanks for asking.” The first time may have no perceptible result. Over a period of time, these professionals will take greater interest in their customers and their customers’ motorcycles. You have set the stage for what is to come.
   
   These same customer service professionals will carry your ideas into the next team meeting and guess who will be listening: managers and owners.
   
   
   
   
   
2. Communicate with your dealer, not only your current needs, but your needs in the future. Many dealership teams put their heads together to identify ways they can be more responsive to customers needs.   Some dealers are stocking greater varieties of parts, accessories, clothing, and gear. 
   
   Their thought process is that, while they may not have every size, shape, or model number, they will have the product you are looking for and can fill your order quickly.   Dealers are placing daily orders with manufacturers & suppliers, paying freight if need be — to maintain the level of service they were able to provide when sales were booming, and to get parts faster, rather than holding orders and people’s money to wait for free freight requirements.
   
   
3. Many dealers are ramping up their hospitality…even on Sundays.  Sunday may be the third best day of the week for revenue generation, but Sundays are more laid back and less demanding according to one dealer. Employees can dedicate more time to customers, and customers can enjoy the ambiance of the dealership.
   
   
   
   
4. When you head out for a day or long weekend, stop by your favorite dealer to say hello. Dealers have different promotions at different times of the year, however, employees are going the extra mile to be sure motorcycles are in good running condition, and the people that ride them are having a good time.
   
   They will pump up your tires, and provide coffee while discussing the latest on road conditions, route detours, and recommended local eateries to add to your anticipated adventure. 
   
   Many dealer personnel will also be able to suggest local attractions to include in your ride.   Can you see a bunch of motorcyclists in a corn maze!!
   
   
5. Aggressive powersports dealers use the offseason to purchase inventory anywhere from 15 to 25 percent lower than at peak times of the year. Some are willing to pass a portion of their savings on to their consumers.
   
   If you are in the market for a particular make of model of motorcycle, talk to your dealer so the dealer can factor your interests into their search for product at a reduced rate. 
   
   Working with your dealer in this way can benefit you as a consumer, as well as the dealer. We live at a time when discounted products will go a long way toward making a decision to buy. Dealer can make margin on products they don’t have finance. Everybody wins!!
   
   
6. If you live in a climate with long winters, your dealer may welcome creative specials suggestions: again a two-way street. Ask your dealer about their plans for the winter months. Will they have specials on engine upgrades, routine maintenance, custom fit programs, and reduced storage fees in return for customized upgrades?
   
   If you are part of an owners group, survey the members to see what their intentions are regarding customizing upgrades. You may discover that a significant number of you want to add a phase I, Phase II or Phase III upgrade. 
   
   Once you have ideas, find ways to bring these to your dealer…negotiate!
   
   
7. When the economy hit the skids in the fall of 2008, one of the first resources to go away was financing for new powersports products. We’ve learned that dealerships can qualify for a banking license and by incorporating into a separate company, the dealer bank can handle customers with less than ideal credit scores who may not be able to get financing from their local bank or the manufacturers’ financing.
   
   
8. Social networking. If you, as a customer, own a business and you have created a presence on Facebook, MySpace, Twitter, LinkedIn or other social networking service, perhaps you can think of ways to support your favorite dealership using your network/friends, fans, etc.
   
   Using the axiom: “praise in public, criticize in private,” seek opportunities to make your dealership’s virtues known to your broader community.
   
   
9. Once a motorcyclist always a motorcyclist. Most would agree there is much to be learned about motorcycling. Imagine a dealership with a lounge and library of current videos on all things motorcycle, and/or a boutique where waiting customers can continue their workday by connecting to the Internet and enjoying a latte’. Or maybe you just want to respond to a survey about your experience at the dealership. 
   
   Pick any community and walk into the corner coffee shop. Often at any time of day, available chairs are full with business people conducting meetings, working on their computers, or socializing with friends.   Why not at your local motorcycle dealership? The same customers go there to, shop, wait for service to be completed, wait to complete a vehicle purchase, meet up with friends, and wait for clouds to pass. 
   

Powersports customers need dealerships to provide them with the latest and greatest gear, accessories, and the safest vehicles. 

Dealerships and performance shops need customers willing to collaborate by creating a partnership with them.