GO AZ Motorcycles
GO AZ Motorcycles is passionate about motorcycles, the people who ride them and the community in which they ride. We strive to engage our customers in meaningful and long-lasting relationships by offering the best brands, employing well-trained and motivated sales and service staff, promoting safe and responsible riding, and actively connecting with and giving back to the local community we serve.
Showroom Design and Layout
- Kawasaki/Triumph/Ural/Aprilia (around 11,000 sq. ft.)
- Ducati/Vespa/BMW (around 11,000 sq. ft.)
- KTM/Honda (around 13,000 sq. ft.)
Training and Employee Motivation Practices
Commitment to Customer Service
At GO AZ Motorcycles we strive to provide each customer with a memorable and enjoyable sales and/or service experience and to ensure that each is treated as an individual, each with unique needs/wants/interests. Our goal is to build relationships with our customers that will grow and sustain well beyond a one-time sales experience.
As introduced previously, we employ two widely implemented tools for managing our customer and sales relationships. These are: Customer Relationship Management (CRM) and Nine Steps to Fail-safe Selling (Nine Steps).
CRM requires that every customer interaction be logged into a database to which all appropriate staff have access. Via use of this tool, staff members can quickly reference a client’s entire history with the dealership, from the first time s/he visited through his/her last service appointment.
CRM allows our dealership to track, manage and follow-up on every customer interaction and ensures that each customer-facing employee is equipped with the knowledge s/he needs to serve the customer in the most effective and efficient manner. We believe that by taking this real-time, holistic view of each customer our staff is able to cultivate relationships that foster long-term dealership loyalty, increase referrals and solidify GO AZ Motorcycles as the preferred dealership when customers make buying decisions for years to come.
The Nine Steps process equips each sales team member with an easy-to-implement playbook by which s/he manages the customer experience. The process consists of the following steps:
- Identify Machine
- Sit Down
- Write Up
- Close the Deal
By unfailingly adhering to the Nine Step process, sales associates ensure a consistent customer experience and, together with the CRM, maximize each interaction with the customer.
A first-time customer at GO AZ would immediately be greeted upon entering the dealership. S/he would receive a tour of the dealership and be introduced to the head of each department. The customer would then be matched with the applicable brand expert to refine the customer’s interests and needs. If this first-time experience results in a sale, the customer would be introduced to one of our financing experts to help ascertain the customer’s resources and financing options. Throughout the process, each GO AZ staff member is challenged to create an experience or engage with the customer in at least two ways that are unique to our dealership (i.e., that a customer would not expect to experience elsewhere). This might involve something as simple as a handwritten note being placed on the bike by the service technician preparing it for final delivery to the customer.
GO AZ Motorcycles is also introducing a new delivery room area at the dealership in which every new motorcycle will be delivered to the customer. The customer will take delivery of his/her new motorcycle in air-conditioned comfort and will be welcomed to the GO AZ family by GO AZ sales and service staff. A short video of the customer taking delivery of the bike will be created and then both sent to the client and incorporated into an iMovie featuring the entire GO AZ family of customers. The delivery area will also feature lifestyle displays highlighting various accessories and equipment and will serve as the last imprinted memory with the customer before s/he exits the facility.
In addition to these formalized sales/customer relationship management tools/actions, GO AZ further enhances the customer experience by providing access to our 70,000 sq. ft. training and demo facility (featuring the first-ever commercial application of real live motorcycle simulators), and other perks such as our offered pick-up/delivery service option and fleet of demo bikes which we make available to customers as loaner bikes during major service visits.
Involvement in the Community
As noted previously, establishing long-lasting customer relationships is paramount in all we do at GO AZ Motorcycles. Nowhere is this more evident than in our event-based, community involvement efforts.
First, we believe in ensuring the safety and well-being of those in our community who enjoy the riding lifestyle. Toward this end, GO AZ offers comprehensive introductory, licensing preparation, and skill enhancement instruction. Our instructors are passionate about what they do and view their work as a life-saving community service. Also with an eye toward safety, we offer various technical seminars on everything from routine bike maintenance to proper helmet fitting.