GO AZ Motorcycles

Dealer Website: 
15500 N Hayden Rd., Scottsdale , AZ
View on Google Maps:Google Maps
Type of Retail Business:
Franchised (selling new vehicles), Used Vehicle Dealer
Bob Parsons
General Manager: 
Gina Marra
Years in Business: 
Gear, Apparel and Helmets: 
Arai, HJC, Shoei, Troy Lee Designs, Klim, Alpinestars, Firstgear, Scott, Oakley, Gaerne, Icon, MSR, River Road, Fly, Dainese, BMW, Ducati, Answer Racing, Joe Rocket, Thor, KTM, SPIDI
Triumph, Ducati Performance, BMW HP, Akrapovic, Vance & Hines, Yoshimura, Pro Circuit, Termignoni
Parts and Tools: 
BMW, Duacti, KTM
Helmet House
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Western Power Sports (WPS)
Average Age: 
Total Facility: 
35,000 sq. ft.
14,000 sq. ft.
PG&A Departments: 
10,500 sq. ft.
Service Dept: 
10,500 sq. ft.
Total Acreage: 

Mission Statement

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

GO AZ Motorcycles is the largest motorcycle dealership in Arizona, representing the best brands from around the world, including BMW, Ducati, Honda, Kawasaki, KTM, Triumph, Vespa, Ural and Aprilia. GO AZ showcases each of these brands in unique lifestyle displays featured throughout our 14,000 sq. ft. showroom.

Customers entering our dealership are not met with the typical showroom exhibit – the potentially overwhelming, intimidating and now ubiquitous row-upon-row display of bikes. Rather, our showroom layout is analogous to and in keeping with our approach to both our customers and our brands. Each is unique and deserves to be treated as such.

Our showroom is designed to provide a high-end, customized experience for our customers and features a sleek, Italian-inspired, state-of-the-art design that includes polished concrete floors, stainless steel towers and fixtures, and distinctive merchandising displays in each brand showroom. These elements are complemented by flat screen televisions featuring live race coverage and/or videos highlighting a particular riding lifestyle, our internet café and coffee bar.

Everything about our showroom – from the lustrous finishes, to the color scheme, to the less-is-more lifestyle brand displays – articulates “high end.” We believe this sends a message to our customers from the instant they walk through the door that they deserve the best and will receive the best at GO AZ Motorcycles. Our product partners can also know that their brand messaging and image are safe with us; their products not simply another commodity to be lost amid busy sales displays.

Service Department

Our 10,500 sq. ft. Service Department features 19 service bays manned by 12 technicians, eight of whom are Master Certified. These service professionals are complemented by three full-time service writers and one full-time service scheduler, each of whom possess a comprehensive knowledge of the eight motorcycle lines we carry and is thoroughly trained to focus on customer service.

All of our motorcycles, both customer-owned and new/used products, are stored in our 60,000 sq. ft. underground garage and are never exposed to the potentially harsh elements associated with our geographic region. This expansive underground facility also permits GO AZ to offer motorcycle storage amenities for our customers.

GO AZ’s spacious, state-of-the art Service Department affords our technicians the opportunity to provide unequaled service to our customers and includes an on-site Dynamometer featuring the most current software and manned by the most sought-after Dyno tuner in the Southwestern U.S. This apparatus and accompanying operational expertise permit GO AZ to provide our customers with the ultimate in diagnostic, fine tuning and performance upgrade services.

As a large service facility, GO AZ takes our responsibility seriously to ensure that the waste products resulting from the services we provide are handled and disposed of properly. As such, we have developed waste-product specific procedures for the handling/disposal/recycling of tires, lubricants, batteries and paper products generated by our Service Department.

Training and Employee Motivation Practices

At GO AZ Motorcycles, we believe that staff training is integral to achieving our customer service, sales and staff retention goals. As such, all staff undergoes initial and participates in ongoing training in areas essential to their performance.

All members of the sales team receive training on the two widely implemented sales and customer management tools utilized by GO AZ Motorcycles: Customer Relationship Management (CRM) and Nine Steps to Fail-safe Selling. Each sales staff member undergoes comprehensive training in the philosophies behind and proper execution of these tools/methodologies. (Each of these tools is described more thoroughly later in this application in our “customer service philosophy/goal” narrative.)

Additionally, GO AZ staff are OEM-trained and certified and engage in continuing education via both online and in-person manufacturer-offered training to ensure that their knowledge of our various product lines is beyond reproach. We utilize a train-the-trainer approach and our brand experts who attend manufacturer-specific training are required to formally share that knowledge with colleagues upon their return so that all staff have a general, conversational knowledge of all of our brands.

Further, GO AZ takes great pride in our service department and spares no expense in regard to the training afforded our technicians. As noted previously in this application, eight of our 12 technicians are Master Certified. Each attends updated manufacturers’ training regardless of expense or location; our Ducati Master Technician traveled to Italy for training and certification.

In regard to incentives, sales staff operate under a salary-plus-commission compensation structure and receive weekly SPIF (Sales Promotion Incentive Fund) disbursements.

We believe that our training and incentive structures are in line with our dealership’s primary objective, that being to offer our customers a pleasant, relaxed, unique sales and service experience. Implementation of and adherence to the practices on which our employees are trained – and the resulting customer relationships developed – have permitted GO AZ Motorcycles to grow and thrive during challenging economic times. Our year-over-year gross sales and operating profit margins have continued to climb as we experienced a $3.3 million increase in total sales over 2011.

GO AZ believes these practices also underscore the value which we place on our employees – we invest in every employee to ensure that they are provided with the best opportunity to succeed in their respective position. Employees feel empowered and appreciated and, thus, are motivated to ensure customer satisfaction which, in turn, ensures dealership success.

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:

Step 1: Greet
Step 2: Probe
Step 3: Identify Machine
Step 4: Presentation
Step 5: Sit Down
Step 6: Write Up
Step 7: Close the Deal
Step 8: Finance
Step 9: Deliver

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.

Next, we believe in giving back to the community in which we are located. GO AZ sponsors a number of events and rides from which proceeds are returned to the community, including military/veterans organizations and public service groups. On October 20, 2012 we will be hosting a Grand Opening event for our training and demo facility which will feature George Thorogood and the Destroyers, .38 Special, Tommy Flanagan (Chibs from “Sons of Anarchy”) and thrill show Fear No Ice. Coordinating and orchestrating happenings like these allows GO AZ to engage with the community and we expect this event to serve as a major fundraising effort for the Phoenix Children’s Hospital.

In addition to our larger events, we offer more intimate, focused gatherings such as our monthly BMW dinner ride, military/public service appreciation month BBQs, and Fathers’ Day parties.

The GO AZ Motorcycles staff is very much a part of the local community. Our customers become our friends and our friends become our family. We believe that our focus on customer service and relationships serves to ensure our financial success; and our financial success allows us to serve our community.