Black Wolf Harley-Davidson

1061 Old Abingdon Hwy, Suite 1, Bristol, VA
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Type of Retail Business:
Used Vehicle Dealer
Charlie Cole and John Ward
General Manager: 
John Ward
Years in Business: 
Gear, Apparel and Helmets: 
Harley-Davidson, Helmet City, Fulmer, Daytona, 7-Eye, Buff, DesignWraps, Vega Helmets, Guard Dog Eye wear, Global Vision
Harley-Davidson, Kuryakyn, Vance & Hines, KST Customs, V-Twin, Summit Distribution
Parts and Tools: 
Harley-Davidson, Kuryakyn, Parts Unlimited/Drag Specialties
Helmet House
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Average Age: 
Total Facility: 
32,885 sq. ft.
20,556 sq. ft.
PG&A Departments: 
2,000 sq. ft.
Service Dept: 
10,329 sq. ft.
Total Acreage: 

Mission Statement

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.

Showroom Design and Layout

Our spacious showroom is divided into areas that clearly highlight the sections with large signage split into motorcycles, parts, accessories and apparel, all being prominently featured at the front of the store. MotorClothes has a round center counter in the middle of the store while being surrounded by products with displays strategically placed. In the back are several roomy dressing rooms along with full mirrors inside and one three-direction mirror. Parts has several brand displays through its department with a JumpStart and Fit Shop to get you in the right direction for the needs of your motorcycle.

Service Department

As you arrive at our Service Department, you are greeted by one of our two service writers in the "write-up" area. You can then ride your bike right in the double-moving doors and the writers will then obtain the information about your bike and its needs.

The bikes are then dispatched into the "shop" area, which includes 19 lifts for “regular” two-wheeled motorcycles and one lift designed particularly for trikes. A special “parts to service” counter, staffed at all times, allows for technicians to easily obtain the parts they need for their work. There is a dedicated wash bay for washing and detailing each motorcycle after the completion of any service work needed. We also clean every new and used bike before they hit the showroom, ensuring their cleanliness for prime presentation.

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 provided routinely and includes the Harley-Davidson University platform, Shop Talk and weekly sales broadcast from Harley-Davidson. 

We also utilize Chip Thomas' "Sell to Success" training to develop our sales staff on selling, customer followup and customer satisfaction. Employees are motivated through bonuses, monthly competitions, recognition and gifts in response to specific measurable goals. Our training and incentive activities have lead to consistently high CSI scores.

Commitment to Customer Service

Our employee handbook defines our customer philosophy with the Ten Commandments of Good Business. 

1. Customers are the most important people in any business.
2. Customers are not dependent on us -- we are dependent upon them.
3. Customers are not an interruption of work -- they are the purpose of it.
4. Customers do us a favor when they call -- we are not doing them a favor by serving them.
5. Customers are the most vital part of our business -- and they should be treated accordingly.
6. Customers are not a cold statistic -- they are people like us with feelings and emotions.
7. Customers' dignity must be respected -- do not argue or match wits with them.
8. Customer are the ones who bring us their needs -- it is our job to fill these needs.
9. Customers are deserving of the most courteous and attentive treatment we can give them. 
10. Customers are the lifeblood of this business -- they provide our jobs! .

As mentioned, our phones are answered by a live person, not a recording.  Every customer is greeted upon arriving at our dealership and thanked when they depart.

Every time a customer purchases a motorcycle from our dealership we have them do a “joining of the Black Wolf H-D family.” The salesman who sold the bike announces on the intercom for everyone to hear, "May I have your attention please! Join me in welcoming the newest member of the Black Wolf Harley-Davidson family, John Smith…John, ring that bell!" We then have the customer ring our big steel Freedom Bell placed at the front of the dealership in pride of their new ride. In addition, we have other employees hop on bikes and honk horns. All this creates a noise and feeling to be remembered by the new customer and the others in the dealership. This puts a big smile on our customer’s faces and really seals the deal with noticeable satisfaction.

We hold at least three events through the year that center directly on customer appreciation. In this, we focus on giving back to our customers by having free admission, food, drinks, and just good fun and entertainment. We provide giveaways and raffles of prizes during the events. Our Halloween party is always a favorite where we have a costume contest and other games and activities of entertainment.

Lastly, our General Manager personally invites all bike purchasers to a New Bike Owner ride. This is done two to three times a year and all the new clients are encouraged to join on a great planned ride and a free lunch at a family-style restaurant. This is a unique experience and a time for our customers to be one-on-one with the GM. It’s also a time for the customers to get to know the GM and Black Wolf H-D more. As the riders part at the end of the day, they are given a gift card to our store in appreciation for their purchases and going on the ride. We want individuals to feel like part of the family we call “The Pack."

Involvement in the Community

We place a high value on giving back to the local community.  

We are active members in the Bristol Chamber of Commerce. In partnership with our local Black Wolf HOG Chapter, we have donated thousands of dollars to local charities including our local Red Cross and American Cancer Society.  Most of our events are dedicated to a local nonprofit, and the proceeds collected go to that nonprofit. We have donated numerous giveaways to local charities or to individuals in need of raising money.

In partnership with Black Wolf HOG Chapter, we held three blood drives, with one more to be held in November for Marsh Regional Blood Drives. With the last one in November, we will triple the amount of pints donated during the previous year.

We also help our HOG Chapter raise money for their annual Angel Tree. Each year, selected names of under-privileged children are placed on a Christmas tree. These names are picked up by customers who willingly provide gifts for the special child they've selected. It all comes together just before Christmas, as Santa delivers the gifts to the children at an event held at Black Wolf Harley-Davidson.

We also contributed to a few individuals doing benefits for sick or injured family members by freely donating our helping hands and event venue that we call the Wolf’s Den. It is fully equipped with a stage to handle any band and is large enough to support crowds well over 500. The Wolf’s Den has a large hard topped area separating the stage and our huge wooden deck that overlooks gorgeous foliage and a fresh flowing stream. What better to do than to listen to music while enjoying the country air and scenery of Virginia/Tennessee we live in with a gathering of people for a worthy cause?

This year we also started Bike Nights with a local restaurant called Mellow Mushroom. We held them every Tuesday night during riding season. The restaurant provided food and beverage deals and we typically provided DJs and bands for entertainment. We did giveaways through the night, played games like corn hole tournaments, and awarded a rider and their beautiful motorcycle with a "Bike of the Night" plague! We feel these were a good way to get out into the community and help give back to people that may not otherwise be coming to our business.