PowerSports Business

November 6, 2017

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10 • November 6, 2017 • Powersports Business www.PowersportsBusiness.com OPINION FROM THE EDITOR WHAT THEY'RE SAYING... 1. Triumph Motorcycles introduces new models, factory experience 2. Polaris names ORV president 3. Caterpillar to enter UTV market 4. Motorcycle brand up for auction 5. Yamaha Wolverine X4 arrives at dealerships 6. Lawsuit filed over Buffalo Chip crash 7. Kawasaki reveals second Z900RS teaser (video) 8. MIC launches RiDE initiative to engage younger riders 9. Dealership closes after 54 years in business 10. Harley-Davidson reports decreased retail sales in Q3 11. Zero Motorcycles releases 2018 model lineup 12. Vespa releases 2018 model 13. BRP introduces first Rotax electric powerpack 14. Polaris recalls ACE ORV due to fire hazard 15. Pit Bull Powersports to develop off-road adventure park The headlines above belong to the most frequently viewed articles from Power- sports Business' three-times-weekly e-news during the Sept. 18-Oct. 19 period. The number is based on the percentage of e-news viewers who clicked on the article's headline. To subscribe to e-news, go to www.bit.ly/PSBEnewsSignup WHAT'S THE HOTTEST INDUSTRY TOPIC? POWERSPORTS BUSINESS BLOG Leading industry executives and dealer consultants are among the contributors to PSB's blog. See below for recent blogs. Visit powersportsbusiness.com/blogs The cool and memorable things to come out of AIM- Expo from my vantage point were abundant. And if you didn't make it to the show this year in Colum- bus, we'll look forward to seeing you — and, or course, all of the 2017 AIM- Expo attendees — next year at the show when it moves to Las Vegas. Now in Year 5 of producing the dealer seminars, we know that dealers are always interested in receiv- ing top quality training, and they once again came in droves thanks to our speakers' content. In fact, our four tracks sessions scored very well among the dealer attendees who completed the evaluations. On a scale of 5.0, the track scores ended up with averages of 4.84, 4.78 and a pair of 4.70s. In other words, that's a lot of 5/5 ratings, with a smattering of 4/5s. We're already looking forward to building a big- ger and better lineup of topics and sessions in 2018 at Mandalay Bay in Las Vegas. Perhaps the coolest and most memorable thing to come out of AIMExpo, from an overall industry per- spective, was not a product at all, though. And trust me, there were hundreds of them on the show floor to admire. Instead, it was a new, direct-to-consumer initiative that is designed to attract new, young customers and their parents to motorcycles, ATVs and UTVs. The Motorcycle Industry Council launched the RiDE ini- tiative with approval from the MIC Board of Directors. The announcement coincided with a packed house keynote address from CEOs Scott Wine of Polaris and Matt Levatich of Harley-Davidson. If you listened to both of them and felt anything less than reinvigorated upon leaving the room and get- ting the show underway, there's something wrong. The best part about RiDE is that it calls upon the MIC and its manufacturer, distributor, dealership and aftermarket members for community-wide participa- tion and collaboration to make it a success. The RiDE initiative is in partnership with Feld Entertainment, the global live entertainment company widely known for Monster Energy Supercross as well as Disney Live, Disney on Ice, Marvel Universe Live and the Monster Jam series that features giant, high-horsepower trucks and pro drivers. "With RiDE, we're going to reach beyond motor- cycle enthusiasts, taking our powersports story to the massive Monster Jam truck series audience," said Chuck Boderman, vice president, motorcycle division, American Honda Motor Co., Inc. "We'll be at 11 pit parties in big stadium venues from Anaheim, Califor- nia, to Nashville to Foxboro, Massachusetts." MIC president and CEO Tim Buche said that RiDE is about getting new buyers interested, swinging their legs over seats, and getting behind the handlebars, with professional guidance from RiderCoaches and Instructors. That, he said, is the best way to inform them, excite them and knock down any perceived bar- riers to riding. "We know we need the next generations of cus- tomers," Buche said. "We always will." The powersports industry is supporting this pro- gram, with funding, coaches, instructors, product to ride, aftermarket riding gear, and considerable staff time. But others are being called on to assist in a joint effort. "We want to work with the dealers, we want to work with the distributors, we want to work with motorcyclists and ATV riders to get everybody working together, sharing our passions, sharing our stories with new generations of young riders," said Mike Doughty, general manager, motorcycle sales and marketing of Yamaha Motor Corporation, U.S.A. "Let's get new butts on seats and teach these young riders how to get started the right way, all of us working together." I couldn't agree more. PSB Dave McMahon is editor in chief of Powersports Business. Contact him at 763/383-4411 or dmcmahon@powersportsbusiness.com. MIC hits the mark with RiDE initiative to reach young riders 2017 POWER 50 DEALERS NAMED AT AWARDS DINNER • Thank your for honoring our dealership once again. We had a great time. • Thanks to all of you at Powersports Business for a great evening — it's a privilege to participate! ON THE STORY: DEALERSHIP EXPANDS WITH NEW LOCATION Congratulations Wade and sales team, this is going to be huge. Can't wait for the Grand Opening, I'll be there! ON AN INSTAGRAM PIC OF A DEALER IN THE POWERSPORTS DEALER SEMINARS @ AIMEXPO We arrived this afternoon and are looking forward to all the seminars and exhibits. ON THE BLOG: DON'T LET A POTENTIAL CUSTOMER WALK AWAY Wow! Sounds like a rookie salesman on the floor at this dealership. There are more lessons to be learned. Unless you are helping the next person in line at Subway, "Can I help you?" is one of the worst questions a salesman can lead with. EVERYONE's natural reaction is to deny that inquiry. "No, I'm all set" and "just looking" are two of our natural defenses to ward off bad salespeople who want to give us a pitch instead of digging deeper to find out more about our wants and needs. While I give this guy a point for asking a question, questions like "What color do you like better?," "Convertible or hardtop?," or an ice-breaking comment like, "Camaro or Corvette? The decades old debate!" would be great conversation starters and pave the way for more qualifying questions. Unfortunately for this salesman, he was done before he even started. LIZ KEENER Senior Editor, Powersports Business Yes, surveying your staff can be scary. You might find some information that's unpleasant — maybe they're having a hard time working for a manager who's been with you for 25 years; or maybe 90 percent of them are unhappy with your vacation policy. Things like that are hard to read about. However, how can you fix the issues, if you don't know they exist? Some things may be out of your control, but many can be addressed in some way or another. NAPOLEN TETREAULT Sales Representative, Tucker Rocky My challenge to you is to dig deep and, with your goals guiding you, make sure you are having fun! You started in this business partly because of the fun. Then came reports, return rates, monthly and yearly sales goals, surveys, irritable customers, new chal- lenges and the list goes on and on. If you ensure you are still having fun in this business, hitting those goals and meeting those challenges will be less burdensome and less stressful! COLLEEN MALLOY Director of Marketing, ARI What if I told you there's a good chance that you're tossing more than half of your marketing dollars down the drain? A little scary, right? According to research from Proxima, approximately 40 to 60 percent of digital marketing dollars are spent ineffectively. Want to increase your odds? Start by retiring a few of these outdated marketing tactics: Don't invest in a national PPC campaign and spend way less time on organic social media. JIM JABAAY Vice President, Sales and Marketing, LotVantage Our customers have a passion for our industry and this passion for the lifestyle is shared on Facebook. By keeping these five points in mind, you could have a successful transition from a traditional marketing plan to one that includes Facebook advertising tactics to reach your ideal customers. Shift your budget to spend money where your buyers are and remember you are in the business to Sell Bikes, not get Likes! ONLINE WITH POWERSPORTSBUSINESS.COM DAVE McMAHON CFMOTO turned heads with its booth at AIMExpo. Here, the crew from Billings Powersports in Montana learns about the 2018 model lineup from sales manager Pete Reece.

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