www . PowersportsBusiness . com

Powersports Business • February 2025 • 13

CONTINUED FROM PAGE 12

In my years working in the powersports industry — owning a dealership , climbing the ranks and consulting — one consistent theme has emerged : focusing on the MAX MATERNE customer ’ s ownership experience is essential to long-term profitability . While operational efficiency is crucial , it doesn ’ t guarantee you ’ ll retain valuable clients . In fact , 73 percent of customers will switch to a competitor after multiple bad interactions , and more than half will leave after just one negative experience . That figure alone illustrates the risk of neglecting a customer relationship once the initial purchase is made .

In analyzing dealership data , I noticed a common pattern : customers come in , buy a major unit — be it a motorcycle , an ATV or sideby-side — then vanish after their first annual service , leading to an average customer lifetime of just 1.1 years . The data shows that most customers never return for their second or third annual service visit , let alone engage in a trade-in . This creates a significant revenue gap , given that repeat customers spend three times more than one-time shoppers . Moreover , a mere five percent increase in customer retention can lead to a 25 to 95 percent increase in overall profits , highlighting how critical it is to keep existing customers engaged .

Yet , it ’ s more than just creating followups and touchpoints . To genuinely improve retention , you must identify the existing pain points in your customers ’ experience and view them from the customer ’ s perspective . Perhaps it is long service wait times , an impersonal handoff post-sale or confusing financing procedures . Whatever the shortcomings , addressing these issues head-on is crucial to satisfying buyers and building genuine , lasting loyalty .

To better visualize the customer journey , I developed the “ Lifecycle Clock ,” which spans approximately 40 months — a timeframe our data suggests is the most likely point for a trade-in . The clock highlights milestones such as the first service , annual maintenance , apparel replacement and more . However , simply hitting these obvious points isn ’ t enough .

If a dealership can consistently reengage customers at all the “ hour marks ” between these milestones — through personalized follow-ups , strategic marketing and overbilities for smart powersports vehicles are virtually limitless . For riders , this means an era of adventure that is not only thrilling but also safer , more sustainable and deeply personalized . The future of powersports is here , and it is smarter than ever .

Till next time , shiny side up and checkered flags !

Melissa Coffey is a powersports & motorsports industry veteran with over 25 years of experience in sales and marketing leadership . She currently oversees CATCH , her consulting firm which provides fractional sales and marketing support to companies in the powersports , motorsports , marine , bicycle and EV industries . all improved experiences — they stand a far better chance of fostering long-term , loyal relationships . These “ loyal ” customers not only generate more revenue but also become brand advocates , encouraging others to visit through word-of-mouth .

Despite this , many dealerships still invest heavily in acquiring new customers while overlooking the value of those they already have . In the auto industry , for example , acquiring a new customer costs $ 633 per vehicle sold , yet retaining an existing one is ten times cheaper . By focusing on service reminders , community-building events , and , most importantly , resolving any frustrating touchpoints ,

Tune up and tune in to the most powerful reporting tools designed to upgrade your performance and profitability . ZiiDMS ’ s up-to-the-minute reporting tools allow you and your staff to view “ at-a-glance ” performance metrics by department without the need to run , export , and download report spreadsheets .

Monitor your business and discover insights hidden in your data with ZiiDMS reporting . Business intelligence and performance insights allow you to benchmark performance and identify areas to streamline , improve , and drive better results within each department .

dealerships can leverage the cost-effectiveness of retention strategies rather than pouring funds into attracting new buyers .

The data clearly shows that transforming an “ average ” client into a “ loyal ” one is where true growth thrives . Loyal customers stay longer , service their units more frequently , purchase more accessories and apparel , and ultimately trade in at your dealership rather than going elsewhere . By the time they consider a new unit , the relationship built through positive interactions and meaningful solutions to their problems often determines whether they stay or leave .

Ultimately , enhancing the ownership experience boils down to listening , improving and engaging . When customers feel valued , respected and genuinely excited about their purchases and ongoing service , they are far more likely to remain loyal through multiple buying cycles .

As the powersports industry continues to evolve , prioritizing customer satisfaction — and keeping the Lifecycle Clock running smoothly — will be the key to thriving in an increasingly competitive market .

Max Materne is the co-founder of Ownex . io , a platform that empowers dealers with tools that enhance customer experiences and drive growth .

F & I Sales Reports are your bread and butter in the Finance department . You know where you are and where you want to be towards hitting your goals . With ZiiDMS , reports are detailed , right there & accessible .

Quan Long Sales Manager | Sport Durst Powersports Durham , North Carolina