22 • November 2026 • Powersports Business

A: Quality opening price point. Don’ t let three or four thousand dollars walk out of your dealership!

CLOSING: LEADERSHIP AND LEGACY Q: What do you want dealers to say about Ken Cook when you’ re not in the room?

A: I want people to say I’ m honest, returns phone calls, solves problems, listens and most of all, I want to help them build their business and make money selling Denago Powersports products.

Till next time, shiny side up and checkered flags!

Melissa Coffey is a 2x PSB“ Women With Spark” award winner and a longtime powersports and motorsports industry leader with deep expertise in brand building, demand generation, and growth strategy.

Powersports candidates are feeling the financial pinch of today’ s economy, and it’ s affecting how they evaluate career growth opportunities outside their comfort zone.

Relocations are near historic lows, driven primarily by moving and housing costs. While our dealership and corporate clients are open

JAN PLESSNER

to providing relocation support, many candidates are choosing to stay where they are.

From 1986 to 1990, 35 % of job seekers relocated each year. According to Fortune magazine, that share fell to 23 % in 2000. In 2017, only 11 % of job seekers relocated.

After the pandemic, relocation dropped even further as remote work allowed people stay put.

In my view, most gainfully employed candidates likely won’ t look for a new job in the next 12 months unless the offer is just too good to pass up. They aren’ t staying because they are 100 % happy and fulfilled. They’ re staying because moving feels risky.

That’ s the market we’ re recruiting from.

LOCKED IN AT 3 % Many candidates bought or refinanced when rates were around 3 %. Selling that home to buy a similar one at today’ s 7.5 %( Freddie Mac) can add hundreds of dollars a month to the payment for the same house. They aren’ t turning down your job. They’ re turning down the math. Can’ t say I blame them.

CREATIVITY CLOSES DEALS Here’ s how smart dealers are closing the gap:

• Ask your top contender to provide a detailed relocation budget and do your best to cover most of those costs. If you feel they are“ the” one, stretch a little further.

• If a generous relocation contribution isn’ t in your budget, offer what you can, plus a portion of the remaining balance as a loan to repay or forgive over time.

• Pay third-party vendors directly. Don’ t put yourself in a position to get burned.

• Tap into your network to help candidates find housing that fits their budget and lifestyle, and consider a short-term housing allowance while they settle in. A new market is overwhelming; any help counts.

• Offer flexible start dates that match the candidate’ s move schedule.

REDUCING THE RISK In a nervous market, the biggest obstacle often isn’ t salary. It’ s fear. A top performer who feels secure today is being asked to gamble their family’ s stability on a store they’ ve visited only once. Lower the stakes to reduce resistance.

• A guaranteed draw or salary while a commission-based hire ramps up.

• A written 30−60−90−day plan so expectations are clear before anyone signs.

• A trip or two home during the first 90 days while the family packs.

EXTRA CREDIT Most relocations aren’ t decided during the interview. They’ re decided at the kitchen table. Roadblocks can include a spouse’ s career, kids changing schools, aging parents, and a home they love.