Dreyer Honda South

595 E. Tracy Rd., Whiteland, IN
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Type of Retail Business:
E-Tailer, Franchised (selling new vehicles)
Owner(s): 
Steve and Terri St. John
General Manager: 
Steve St. John
Years in Business: 
6
Gear, Apparel and Helmets: 
Speed & Strength, Joe Rocket, Power Trip, Tourmaster, Firstgear, Fulmer, Shoei, Arai, HJC, GMAX, Fox Racing, Fly Racing, MSR, Answer Racing
Accessories: 
Kuryakyn, Show Chrome, Cobra, Mustang, Memphis Shades, Renthal, Pro Taper, Two Brothers Racing, Yoshimura R&D, National Cycle, FMF
Parts and Tools: 
Bikemaster, Moose, Quadboss, K&L, EBC, NGK, Bridgestone, Dunlop, Continental, Michelin
Distributors: 
Helmet House
Distributors: 
Motonation
Distributors: 
Parts Unlimited/Drag Specialties
Distributors: 
Sullivans
Distributors: 
Tucker Rocky/Bikers Choice
Distributors: 
Western Power Sports (WPS)
Male: 
70%
Female: 
30%
Average Age: 
45
Total Facility: 
20,000 sq. ft.
Showroom: 
5,000 sq. ft.
PG&A Departments: 
5,000 sq. ft.
Service Dept: 
5,000 sq. ft.
Total Acreage: 
2.5

Mission Statement

Mission Statement: Our mission is to exceed the expectations of our customers. We will strive for honesty and fairness. Our store is where we want your family to come.

Showroom Design and Layout

We merchandise our showroom into types of vehicles and appropriate clothing/apparel to go with that riding style. For example, close to the dirt bikes and ATVs you will find the off-road riding apparel, including gloves, helmets, goggles, pants, boots, protective gear, etc. In that area you will find signage identifying each product and its intended use. You will also find several lifestyle images, with some even of our own employees and customers. (We have posters of them printed and mounted at a local printing company).

We have all of the ladies' casual and street apparel grouped together in another area of the showroom. Ladies like to have their own “section” which they feel they can shop around in. Helmets, boots and gloves are grouped together. We found that if these are separated too far away, sales are lost. Women are less likely to search around and even ask a male associate for help, so they need to be drawn to those products (helmets, boots and gloves) and then appropriate signage calls out which ones are women-specific. A portion of the women will even end up purchasing a “male” helmet or pair of gloves.

Service Department

We have six service bays for our three full-time technicians. Since we have begun to do several trike conversions, we have found it necessary to have extra bays for them to spread out in. We recently re-organized all of our tires and created a tire “wall” separating our work area from the customer area.

Customers like to see a well-kept and clean service department, but at the same time we need to keep them out of it for safety and liability reasons. We have found that this false “tire” wall works well, allowing customer to view the area, but not allowing them to easily walk back to the technician. There is a service office with a desk for the service writer and an entrance into the back warehouse, service department and outside. Customers can enter into the service department from the outside door or from the inside parts showroom. In this service office we have a monitor showing service and parts specials, upcoming events, as well as a digital service menu.

Training and Employee Motivation Practices

Every month we do different spiffs in the sales and parts department in addition to hourly or standard commission. One month it may be Arai helmets and Continental Motion Tires, and the next month it could be GoPro cameras and exhaust systems. It all varies on inventory levels, season, demand, etc. This allows the salesperson to have an incentive to sell it, learn it, use it, etc.

Another thing we do is partner up with vendors to get employees good deals on products we sell so they can use them personally. We have found personal experience and testimony can be great sales techniques that are invaluable. We try to take advantage of every distributor's sales training as well. Our Tucker Rocky rep comes in every Friday and sometimes joins in on our weekly parts/sales meetings to teach product knowledge of new or seasonal products.

Commitment to Customer Service

We strive to give each employee enough empowerment to please the customer and handle situations that come up. Employees are allowed to use their personal discretion to make the customer happy, which allows for quicker and easier problem resolution. For larger issues, department managers must get involved, but for smaller problems, each employee is empowered to handle the situation as they see fit.

In our weekly meetings, we teach skills and role play to make sure employees know how to handle these situations. We also strive to go above and beyond traditional customer service. All phone messages are returned within an hour -- something that you will not find in many motorcycle dealerships! Emails are returned, customers are called and emailed as parts come in and service tickets are done.

Involvement in the Community

We sponsor several community events and rides throughout the year. This past year, we started our own charity ride that benefits a local animal shelter. We raised over $4,000 for the shelter through our signups and silent auction. The ride was in memory of an owner of our family's other store, Dreyer Motorsports, who passed away last year.