To treat every customer, employee, and co-worker like you would want to be treated; creating one happy family of on- and off-road enthusiasts!
Showroom Design and Layout
The showroom of the dealership is 22,000 sq. ft. with approximately 70 percent given for vehicle display and the other 30 percent to accessories and apparel. Jim Rasmus of Retail Design Associates designed the floor layout with different colored Stonecarpet for the display areas and the walkways. The entrance of the showroom has a 4-ft.-diameter Competition Accessories logo in the floor made out of quartz stone. There are also seven more logos in front of the Parts counter and the Accessory counter of the franchises that we carry, made of the same quartz stone. Just to the left of the Competition Accessories logo sits a receptionist that is there every minute that we are open, to greet customers with a smile and inquire about their needs for assistance.
As you enter the showroom you will pass between two glass offices where our two top-producing salespeople reside. The rest of the sales offices are on the far wall. The hard Parts counter is in the rear of the store. We have several large neon motorcycles and signs on the interior walls of the showroom that really liven things up.
The accessory counter is an octagon in the center of the showroom with views of the entire showroom from all sides. There is an 1,800 sq. ft. circle around an octagon counter that is full of helmets and apparel. Outside of the circle, separated by a walkway, are the new and used vehicles on display for sale. The back wall of the showroom is where the parts counter is located just like the milk and eggs at your local grocery. The area in front of the parts counter is where all of the oils and chemicals are displayed on four large gondolas.
Helmets are a huge part of our sales, with between 200 and 250 on display. They are now kept in the circle around the accessory counter. This enables us to serve our customers better and quicker on the top-selling item in the department, having them located right next to the counter where the salespeople and cash registers are located. There is also a storage area above our service department where we keep an additional 500 to 700 helmets. We have very few windows in the showroom and use all of the wall space available to showcase chrome, saddlebags and ATV accessories. In the southwest corner of the showroom is a stage (a national company previous to us used that part of the showroom as a presentation hall for the sale of honeybee products) where we offer for sale all of our dirt apparel and have a “Clearance Corner” for close out items.
Our service department encompasses 5,000 sq. ft. of our facility and features a diamond-plate service desk and library, has 12 bike lifts and is located adjacent to the parts storage area of the dealership. We provide expert maintenance and repairs of most makes and models of motorcycles, ATVs and scooters. Our technicians are up to date on the latest training available and we supply them with state-of-the-art equipment to do their jobs quickly and correctly. We also have a “Quick Service Lane” in the shop for customers who want to wait for oil and tire changes.
Training and Employee Motivation Practices
All employees are required to attend between four and eight professional training courses each month. Courses include online education offered by the various OEMs in addition to features and benefits (F&B) training presented in person by reps from Fox, Helmet House, Parts Unlimited, Tucker Rocky, WPS and others. We have a sales meeting every Friday morning; an hour packed full of training thhat includes closing techniques, skills to engage the customer, phone etiquette, walk-a-rounds and follow-up. We also review recorded phone calls on a regular basis. We log every prospect and sale into Traffic Log Pro and gather as much information as we can about why the customer chose us, advertising they heard or saw, our location, are they a past customer, age and how far they rode to see us. We also require all five salespeople to talk to a manager about their deal before the customer leaves the premises.
Commitment to Customer Service
We really don't have any competition that can offer all that we do for our customers. We break down our business into many facets and identify our competition in those specific areas. We compare a Honda dealer in the next town or a store that sells a lot of apparel or a service center 20 miles away. We look at what the competition offers and rank them on how well they are doing in that market. We look at the hours they are open, the products they carry, their staff, their focus on customer service, the depth of the products they carry. Then we make sure that we are better or offer more in each segment.
It is hard to be everything to every customer, but if it makes good business since, then we try it. It seems that a lot of dealers concentrate on one category in their business, like ATV or sportbikes, and this is what they become known for. Maybe they just carry one or two brands. I can see the benefits to this strategy on a smaller scale. We carry seven franchises and most all of the segments within those brands and consistently maintain market share in each category. We may not be No. 1 in our district in every segment, but we better not fall out of the top 10, or we are back to the drawing board to figure out what we need to do to get back. Our PG&A inventory is around $1.2 million.
We decide what products we want to carry and make sure that we stock that product. If a customer leaves our store empty handed, there is a good chance he will find what he is looking for somewhere else. Our staff is trained and constantly reminded that in today’s market you must give the customer excellent customer service or they won’t be back. Can we switch him or her to something we have in stock? Can we order the product for them and ship it? These are questions we ask of every customer that enters our store.
Involvement in the Community
We get involved in our community in the sponsorship of charities, including The American Heart Association, The Cancer Society, The Nehemiah Foundation and the Pediatric Brain Tumor Foundation to name a few. Whether these groups have rides, silent auctions or walk-for-life events, we participate by donating items for giveaways or auctions, or inviting them to stop at our dealership during their ride for free refreshments and door prizes. Every bike club in the area knows that they can count on us for a donation of door prizes for their rides, and we participate in over 50 of those each year. We also participate in the 4-H program at the local fair, donating money for the livestock auctions to help the kids.