Xtreme Machines: 'Show' of service from the Jersey boys

Publish Date: 
Nov 1, 2011
By Bruce Steever


“For example, we keep the computers updated with latest software versions, and we just improved our nitrous filling station. But the key thing is that we want to keep our equipment and our staff updated,” Resciniti says. “When customers come in, they don’t see the same old thing, as the staff and equipment is updated with the latest information and latest technology out there. When the customer does come, they get reliable service, but with the latest technology available.”

Service first. One area where this training is exemplified is in the Service department. “Even though the service writers are hired for one specific task, they are versed in other parts of the business, too. We run lean through the winter, so the writers have a lot to do — following up with customers, doing quality control on service work, cleaning customer machines, picking up or delivering bikes,” Resciniti explains. “Our service writers are more mature, and are able to talk and represent the dealership well with more demanding clientele. The service and parts staff share one large area, so service writers are definitely willing and able to upsell parts to service customers. And it all pays off with a better customer impression of the dealership.”

“Our service writers are more mature, and are
able to talk and represent the dealership well with
more demanding clientele."

One advantage of having so many brands is that training, tools and customers are all in position to cross over from one area to another, which gives Xtreme Machines some useful tricks that actually help simplify the business. And tools are something that Xtreme Machines has plenty of, including welding and fabrication tools, ultrasonic parts cleaning, the aforementioned nitrous filling station and a full-service dyno room.

Not only are the tools useful in and of themselves, they offer new opportunities for the dealership. When tools become entertainment, service and performance work starts to sell itself to eager customers.

“Out of those pieces of specialty equipment, I would have to say the dyno is the best tool,” Resciniti says. “We have a guy, Tom Micelli, who specifically does dynos. He’s a two-time national champion in drag racing, so he’s got a name and reputation. A lot of people will call and specifically request him to dyno-tune their bikes. Once we get the dyno going, it’s so loud that it really draws a crowd from across the dealership. And in the service hallway, there’s a window that usually gets a crowd around it. During an event, the window gets mobbed. It really becomes an attraction that brings people into the dealership. Once they see, they start to ask about getting their bike tuned as well.”


With the parts and service staff trained and ready to upsell performance parts to such eager customers, Xtreme Machines has no trouble making the most of an exciting dyno pull. But there are significant uses for tools that may escape dealers without the equipment or willingness to earn unusual service business.

With fabrication and welding tools in-house, Xtreme Machines manages to capture service work that might otherwise fall through the cracks. “Just last week, we had a customer snowmobile that tore a bolt loose in the frame, which would have totaled it,” Resciniti explains. “Our technician sourced aluminum, shaped and welded a strong repair for the frame, and saved the customer’s ride.

"Another example is a Ural sidecar that needed a discontinued timing rotor. Instead of telling the customer he needed to buy an expensive electronic ignition, a delicate welding job to repair the loose rotor took care of the bike and made the customer happy. And of course, we get a lot of stunt riders who are always looking to repair crash cages and wheelie bars for cheap,” he adds.