www. PowersportsBusiness. com

Powersports Business • September 2026 • 23

treated like the junk drawer in your kitchen. We know there’ s useful stuff in there. We just don’ t really want to deal with it.

Call them. Text them. Invite them to something. And please— for the love of all things powersports— don’ t make every communication:“ HUGE SALE!!! THIS WEEKEND ONLY!!!” Give people a reason to engage with you that isn’ t immediately asking them to buy something.

SOMEWHERE TO GO Powersports has one enormous advantage over most retail categories: Our products are fun. We sell things people dream about while they’ re sitting in meetings. So why do we sometimes market them like refrigerators?

Host a Saturday morning ride. Do an adventurebike night. Hold a women’ s riding clinic or new-model preview. Bring in a local racer. Have your service department do a 30−minute fall maintenance clinic. It doesn’ t need to cost $ 20,000, and it doesn’ t necessarily have to sell a motorcycle that day. It just needs to give people a reason to walk back through your door.

Because once they’ re there, something happens. They start touching things. Sitting on things. Talking about riding. Looking at accessories. Remembering how much they love this stuff. And suddenly the person who“ wasn’ t really shopping” is asking what their trade is worth. Funny how that happens.

MARKETING ONLY TO RIDERS Here’ s another challenge: Look at your marketing from the last six months. How much of it would

See Melissa Coffey, Page 24

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