Filer's PowerSports

1136 Pittsford-Palmyra Road Macedon, NY
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Type of Retail Business:
Franchised (selling new vehicles), Used Vehicle Dealer
Ted Filer
General Manager: 
Rob Quenell
Days of Operation: 
Days of Operation: 
Days of Operation: 
Days of Operation: 
Days of Operation: 
Days of Operation: 
Years in Business: 
Gear, Apparel and Helmets: 
Answer, MSR, Speed and Strength, Arai, First Gear, First Gear, River Road, EVS, Icon, Alpine Star, Thor, Sea-doo, Ski-doo, Can-Am, San-Am Spyder, TourMaster, Cortech, Fieldsheer, Shoei, HJC, Joe Rocket, Victory, Star, Yamaha Genuine, Klim, Castle, Vega, Adv Suzuki Apparel
Polaris, BRP, Yamaha, Suzuki, BMC, K&N, Quad Boss, ProTaper, Renthal, Custom Dynamics, Moose, Woody's, Stud Boy, Airhead, Dragon Fire, Roland Sands, FMF, Cobra, GYTR, Klock Werx, Freedom Exhaust, Kuryakyn, Yoshimura, Pit Bull Racing, Warn, PIAA, Power Madd, Camoplast, VP Fuels, Corbin, Power Commander, Bazazz, Arlen Ness, C&A Skis
Parts and Tools: 
Polaris, BRP, Yamaha, Suzuki, EBC, Dunlop, Motion Pro, Garland, Mikuni, J&T, Sunline, Sunstar, NGK, HF filters, Bridgestone, Bike Master, Michelin, Metzeler, Moto Rescue, Moose, ITP, Wurth, Snap on, Aratari, Lakeland, Interstate
Helmet House
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Average Age: 
Total Facility: 
25,000 sq. ft.
20,200 sq. ft.
PG&A Departments: 
5,000 sq. ft.
Service Dept: 
4,800 sq. ft.
Total Acreage: 

Mission Statement

Filer's PowerSports will provide a fun and valuable experience to everyone through our commitment to exceeding expectations everyday.

Showroom Design and Layout

The last year has been one of great change for us.  Due to a flood last summer we were forced to remodel. Instead of just putting things back together we tore out some unused office space and added nearly 5,000 sq. ft. of showroom. When a customer walks in it's almost overwhelming, in a good way. We also added a second overhead door in the back of the building to complement our giant all glass one in the front. Get the air moving and let the outdoors in. It can really set the  mood
Our sales desk moved from a corner that was hard to see when you walk in, to directly in front of the entrance. Oh yeah, it's a cabin made of log posts and cedar with rails. We're not going to miss a greet with this fantastic cabin in it's new location.
We also moved the Service Counter directly next to the Parts Counter to create greater visibility for the customer, but to also increase communication between all of the departments in an effort to make the sales process easier and more efficient for customers and our sales department. By the way, it has worked like a charm and our longtime customers needed no time to get  used to it. They love the changes.
About 5,000 square feet are dedicated to the DVP program that is offered to select dealerships by BRP. Using plan-o-grams and merchandising techniques, this area has proven to be a real eye catcher for the customer. We have BRP TV in this section with interactive guides and programming. We also have our own TV that we can shoot pictures and data of our inventory from a computer or a phone so that the customer can get all of the information they need for anything we can sell them.
The showroom is very spacious and open with high industrial ceilings. The walls have gray slat wall except for the DVP area which has bluish gray and yellow painted walls with the signature BRP black racking. We like to make the walls pop with colorful displays and make sure that we have plenty of rolling racks out so there is merchandise everywhere. We also make sure that the correct merchandise is strategically placed near the appropriate units so that the customer can see the entire experience, from a jacket to an accessory for the vehicle that they are sitting on.  The front of the store has 60 feet of 10-foot tall windows to let the light in and keep it a bright atmosphere.   

Service Department

The service department is 4,800 square feet with a drain that runs down the center and has heated concrete floors and high ceilings. The bays for our techs are set around the perimeter of the building creating easy access to and from the large over head doors on the north side of the building.  There is also an overhead door on the south side of the building that is elevated so deliveries can be taken off of trucks directly into the shop.  It creates a nice breeze when both are open as well. The service department also has its own bathroom, refrigerator and vending machines.
The shop has a loft system so that vehicles that are waiting for parts or being stored for lengths of time can be up and out of the way and where they can not be damaged. We can store up to 40 snowmobiles to give an idea of how much space this is.
Once you leave the shop itself, you walk directly into the library and "parts for units" room. Our philosophy is to have everything the techs need at their fingertips so they do not have to spend time finding or retrieving things. From this room you walk into the service office where the service manager dispatches all of the work to the techs. The techs, advisers and manager can also sit down away from noise and customers and make phone calls to customers and vendors without interruption. The office then connects to a short hallway that connects to receiving, the general manager's office and the service counter. This was built this year in an attempt to make our processes much more efficient and keep departments near each other for better and quicker communication as well as ease of access.
The service department excels in customer service. We provide storage programs, pick up and delivery, same day delivery and an express lane where we dedicate our techs to doing same day jobs such as inspections or oil changes so the customer can stop in and have the maintenance done while they wait. We also provide loaner vehicles for customers that are dropping off their vehicles and need one while it is with us. Our priority maintenance program that we call Filer's Advantage is a program that pays for certain maintenance and also guarantees same day service, no appointment needed.

Training and Employee Motivation Practices

Our philosophy is that well trained employees are a must. When a customer comes to us with questions they are expecting us to be the experts.Our sales team has a unique approach to sales training that is centered around a highly structured 10-step process developed by the Otis Hackett Group.  Each step builds upon the successful completion of the previous step all in an effort to gain momentum toward the eventual goal of getting the customer what he wants. We call this the Momentum Method.  The training process is done over the course of 60 days. This has been very successful and we are lucky to have a great sales staff.
Our service department has been improving over the last few years. Our billing is much higher and customer confidence is at an all time high. This can all be attributed to training. Our vendors all have on-line training. We take advantage of this every chance we get. Our techs are required to do the training and are paid for it. We also send techs and advisers as well as managers to seminars such as the one provided by Yamaha and run by VRZ Consulting to make sure that we understand all aspects of the business. The more we know about how to run the business the better we are at all positions.
When it comes to PG&A, we take a slightly different approach.  We send our staff to every event held by the vendors and we ask the vendor reps to come to our store and teach us about the product. We have training sessions scheduled in store for every line of clothing for every season and all of our employees are invited. Our apparel supervisor has gone to the Gortex plant and a number of vendor shows as well as having first hand training and has increased sales on the floor by 23 percent over the last two years. In September, we are scheduled to attend the 2015 Sea-Doo/Spyder PAC Lineup Training held by BRP in Cortland, N.Y.   
Most of our employees are on well thought out pay plans.  We create incentives for our team members so that they have goals to meet. Each goal goes toward making the store more money of course, but more over it creates a fun atmosphere. We incorporate games and challenges as well as selling competitions. The way we have these structured makes for a great deal of fun and no animosity. We are lucky to have an owner that thinks if an employee can generate "extra" revenue, that employee should enjoy a piece of their hard work.

Commitment to Customer Service

Do unto your customers as you want to be treated when you are a customer. Customer service has been our main focus for as long as we have been open. We try to treat every customer as we would want to be treated when we are out shopping. People need polite, professional and expert service. This is why we train so hard and why we try to make all of our customers feel like they are part of our family.
We went in a different direction last year to try and go above and beyond what we've held as our standard in the past. That was a high bar but we wanted to be better. We now have a full time employee that is dedicated to customer service. This team member, Kelly, does all of our walkarounds and follow up phone calls or emails for both sales and service. Every customer receives a call to make sure that their experience was positive and to see what other services we can provide. Kelly is a very talented and enthusiastic individual that I can honestly say all customers love. He also administers our own surveys. Not all customers are sent OEM CSI surveys, so we make sure that they get ours so that we can get honest and direct feedback. We want the customer to tell us what is right and wrong with what we are doing, but we also want them to know that their opinion matters and we are not just here to get their money and then forget about them.
Another way of appreciating our customers is our giveaways on our Facebook page. We give prizes to people that visit us on our website and Facebook. Many of our team members chat with our customers via the internet. This makes a real connection with the customers and shows we are genuinely interested in their interests and activities because we are. We will even invite them to come down to a local ATV park that we provide vehicles too and get them riding with us. Our philosophy is to treat customers the way we would like to be treated and we love doing just that.

Involvement in the Community

Our community outreach begins, but does not end with participating in fund raising events for our local Christian off road motorcycle group, Grace Ministries. We have several employees participate in local dice runs as our way of paying it forward to our road bike enthusiasts, and their organizations. We also provide "Look twice Save lives" signs.
Our local EMT and fire departments are very important to us. We sponsor a hole-in-one contest with three different vehicles -- a side-by-side, a watercraft and an ATV -- to give away. We also give the local police and fire departments side by sides for our Wayne County Fair and a number of different local events. Our side-by-sides are also used by the local snowmobile clubs to ready the trails with markers and signs. The local EMT's and fire department have a permanent side-by-side located at Canandaigua Motor Sports Park. Our community is very important to us and we try to get more and more involved every year.