Black Wolf Harley-Davidson
Service is our most valuable product. To increase the value of our products and secure a position of leadership for the dealership, we will implement and support superior customer service standards. We will make those standards a fundamental part of every employee's activities, every business day.
Employees are told daily that they work for the customers, not management. When contacting our dealership during normal business hours, you will be greeted by a person, not a recording to direct your call. We feel that we are selling a lifestyle, not a product. We end most of our advertisements with "Black Wolf Harley-Davidson, we are the ultimate experience," because that's what we feel we offer. In order to set the tone, our customers are greeted the second they grace our business and they are thanked on their way out.
Showroom Design and Layout
Our spacious showroom is divided into areas highlighting new motorcycles, pre-owned motorcycles, parts & accessories and MotorClothes prominently featured at the front of the store. We have new and pre-owned bikes taking up most of the more than 20,000 sq. ft. showroom as you enter the dealership. General merchandise is to the left, displayed on H-D approved floor and wall fixtures while P&A is to the right. Both departments share about the same amount of floor and wall space. P&A includes the Harley-Davidson Fit Shop, which allows customers to try different seats and handlebars to custom fit their bike. We also have the Jumpstart, which allows inexperienced riders the ability to ride a motorcycle without worrying about it falling over or taking off. There are numerous areas for customers to sit including high top Harley-Davidson bar tables with matching stools and picnic tables just outside the showroom under our covered porches. Our customer lounge is structured to make our customers feel at home while they rest from a long ride or wait on their motorcycle in our state-of-the-art service department. They have the comfort of three large black leather couches, 40-inch LCD flat screen television and endless hot brewed coffee and popcorn. Our customer lounge also includes clean restrooms and a painted wall map identifying the best riding routes in the area. We also have two big spacious leather chairs beside a table in the middle of the showroom so customers can relax in the midst of Harley Heaven. We also offer free Wi-Fi to our customers. Basically, we want our customers to feel at home and feel comfortable just hanging out with us.
Our Service area which is to the right of our main showroom and just over 10,000 sq. ft. includes 19 lifts for two-wheeled motorcycles and one lift designed specifically for trikes. We have a huge investment in “special tools” that are specific to Harley-Davidson service and maintenance. Our service write-up area is staffed by two service writers and is easy to access for our customers. Our service techs have over 30 years combined experience with two service technicians having achieved the highest level of training available through Harley-Davidson. There is a dedicated wash bay for washing and detailing each motorcycle after the completion of the service work needed. We also clean every new and used bike before they hit the showroom ensuring their cleanliness for prime presentation. A special “parts to service” counter, staffed at all times, allows for technicians to easily obtain the parts they need for their work quickly and efficiently. We recently added a Dyno machine, which is run by one of the most experienced Dyno techs in the country, who actually trains Dyno tuning for Harley-Davidson.
Training and Employee Motivation Practices
In addition to regular department meetings, Black Wolf Harley-Davidson conducts storewide training and team-building exercises to maximize customer service and relations. We strive to create “Raving Fans” and much of our training revolves around our appreciation for every customer that calls us or graces our business. Department-specific training is conducted online through the Harley-Davidson University platform. Each year, we send our technicians offsite for H-D required training. We recently completed the HDCX training offered by Harley-Davidson as well as sales training from Dave Muraca. Our business manager attended F&I training offered through HDFS and conducted by Mark Rodgers. Applied concepts is currently training our sales staff how to better handle incoming and outgoing phone calls. All pay plans for front-line employees include fixed pay as well as monthly bonus opportunities. We regularly conduct monthly competitions, recognitions and gifts in response to specific measurable goals. We review a daily DOC report which compares each department's results to our sister stores.