Harley-Davidson of Scottsdale

Dealer Website: 
http://www.hdofscottsdale.com
15600 N. Hayden Road, Scottsdale, AZ
View on Google Maps:Google Maps
Type of Retail Business:
Franchised (selling new vehicles)
Owner(s): 
Bob Parsons
General Manager: 
Justin Johnson
Days of Operation: 
Sunday
Days of Operation: 
Monday
Days of Operation: 
Tuesday
Days of Operation: 
Wednesday
Days of Operation: 
Thursday
Days of Operation: 
Friday
Days of Operation: 
Saturday
Years in Business: 
2
Gear, Apparel and Helmets: 
Harley-Davidson, Oakley, 7Eye, Wiley X
Accessories: 
Harley-Davidson, Vance & Hines, Cobra, Go Pro
Parts and Tools: 
Harley-Davidson, K&L
Distributors: 
Custom Chrome
Distributors: 
Parts Unlimited/Drag Specialties
Distributors: 
Tucker Rocky/Bikers Choice
Distributors: 
Western Power Sports (WPS)
Male: 
81%
Female: 
19%
Average Age: 
43
Total Facility: 
26,000 sq. ft.
Showroom: 
3,500 sq. ft.
PG&A Departments: 
8,000 sq. ft.
Service Dept: 
9,000 sq. ft.
Total Acreage: 
2.3

Mission Statement

Harley-Davidson of Scottsdale is passionate about Harley-Davidson motorcycles, the people who ride them, and the community in which they ride. Our mission is to engage our customers and the community in meaningful and long-lasting relationships while accurately representing the iconic brand, employing well-trained and motivated sales and service staff, promoting safe and responsible riding, and actively connecting with and giving back to the community we serve.

Showroom Design and Layout

Harley-Davidson of Scottsdale’s showroom is truly one-of-a-kind in both its design and ability to provide an unequaled customer experience. The Harley-Davidson of Scottsdale team rallies around every customer, from beginning to end, to ensure that their experience is nothing short of extraordinary. 
 
When a customer enters our showroom, they are immediately greeted by our cheery receptionists who staff the information center counter and welcome every customer coming in and thank every customer going out.
 
Our products initiate the conversation as motorcycle displays are featured across our entry patio area and octagon-shaped showroom. Our bikes are the stars of the showroom, the central points of interest complemented by our well-stocked and artfully displayed parts and apparel exhibits. Parts and MotorClothes literally surround the motorcycles, so regardless of what the customer is shopping for, the motorcycles remain the center of attention.
 
Our team takes full advantage of our uniquely-designed facility, strategically fine-tuning pathways through the dealership to funnel customers toward targeted areas of interest including special parts, service and apparel. The showroom’s shape supports clean, aisle-facing merchandising, providing our customers with a comfortable, refined environment in which to browse effortlessly without feeling overwhelmed.
 
In keeping with our mission to establish long-lasting relationships with our customers, the Harley-Davidson of Scottsdale showroom is also designed to provide a space in which our customers are more likely to linger. Specifically, our facility features 25 big screen televisions throughout the showroom, rental and service areas. These screens display not only our products – parts, motor clothes, service, rental and motorcycle specials – but NCAA and NFL football games, making Harley-Davidson of Scottsdale an ideal destination for college and pro football action every Saturday and Sunday from late August through early February.
 
Our showroom also features audio entertainment via our Pandora radio channel which was customized to feature a varied selection of music likely to appeal to our diverse customer base. The music establishes a fun and exciting vibe for the dealership, further enhancing the high-energy atmosphere.
 
Just off the showroom floor, customers can find our rental department. This spacious and comfortable area provides each customer with a personalized orientation experience that is second to none in the country. Elevated desks provide for ideal customer interaction and the lounge area allows a space for customers to relax. In keeping with our mission to develop relationships with our customers and demonstrate our concern for their well-being, every rental customer is provided with a gift bag which includes maps, lip balm, sunscreen, ear plugs and bottled water – all necessities for the Arizona motorcycling enthusiast. 
 
Rental customers may also preserve the memory of their Harley-Davidson exploits in our photo area, where we offer complimentary commemorative pictures to document their adventure. Above-and-beyond efforts like these – as well as the fact that our rental fleet is pristinely maintained and stored indoors when not in use – have consistently made Harley-Davidson of Scottsdale one of the top three Harley-Davidson rental facilities in the country.
 
Our dealership also features a chrome consulting area which strategically faces an area stocked with fully-accessorized new bikes. This provides our customers with a visual guide to the customization options available to them in order to make their bike uniquely their own.
 
At Harley-Davidson of Scottsdale, we strive to ensure that our showroom is a true celebration of the Harley-Davidson lifestyle. We work tirelessly to provide an environment which welcomes the customer in, provides a comfortable and inviting shopping atmosphere, represents the exclusive brand, and ultimately amplifies the energy level to a point where the customer is excited to make their Harley-Davidson purchase.

Service Department

Harley-Davidson of Scottsdale features a 9,000 sq. ft. service department housing 10 state-of-the-art technician and three bike wash bays which allows our dealership yet another opportunity to provide an exciting and unique customer experience. We pride ourselves on providing an open service environment where our customers can enjoy a front row seat to all the latest Harley-Davidson performance, style and function upgrades going on right before their eyes.
 
Customers enter the service department through our service drive and are greeted by the best service writers in the Phoenix Valley. Our customers can feel comfortable knowing that their pride and joy is being placed in the very capable hands of our Harley-Davidson of Scottsdale service team which is anchored by 10 of the best technicians in the industry. Our techs take great pride in ensuring every job is done right the first time and it shows in our limited comebacks.
 
Continuously looking for opportunities to improve both our employee and customer experience, as well as our revenue stream, we have made significant investments in our service bays in order to optimize efficiency. Specifically, we removed the block dividers originally present between the technician bays, allowing for the installation of a second electric lift in each bay.
 
This change immediately doubled our production capacity, eliminating the need for technicians to take bikes on and off the lift while waiting for parts/special order items. This move also improved technician morale as it provided them with a more open environment in which to work and increased our labor revenue by 65 percent.
 
Additional newly added amenities in our Service Department include: two new Hotsy machines; a large capacity water system which allows us to wash our customers’ bikes with soft water, eliminating hard water stains caused by the hot Arizona sun; a new Trike Dyno upgrade which allows customers to view the Dyno-tuning process on many of the 25 television screens located throughout our dealership; matching toolbox systems which include individual computer terminals for each of our technicians; a brand new forced-air HVAC system for the entire service department; and special Wi-Fi and cell phone expanders for the service area. We also purchased the latest in helmet and safety riding gear for each of our technicians to ensure their safety on test rides.
 
These investments have elevated our level of customer service as well as the productivity and morale of our technician team. As a result, Harley-Davidson of Scottsdale now ranks among the Top 3 in CSI and Top 10 in revenue for U.S.-based dealerships, accomplishments of which we are extremely proud.

Training and Employee Motivation Practices

In keeping with our mission to employ a well-trained and motivated sales staff, Harley-Davidson of Scottsdale offers an extensive training regimen for all departments, utilizing both internal and external resources. We also provide compensation and benefits packages which are the envy of the industry.
 
We believe an investment in training is essential to the success of our employees and the dealership. As such, we require each team member to complete the training necessary to allow them to “play their position” at the highest level.
 
The training process is initiated by our human resources department, which provides employees with a training syllabus customized to their role within the organization. Before any of our sales team can interact with customers, they are required to complete several training exercises, including Examples: Harley-Davidson of Scottsdale internal training video which details our write-up process, complete the RPMG/Sam Dantzler 9-step sales process training and workbook, Harley-Davidson of Scottsdale delivery procedure process training, Harley-Davidson Kickstart online course, Harley-Davidson Pro-sell online certification, view the “Harley Creed” video, write about five features and benefits for each model from the current year’s Harley-Davidson Vehicle Reference Manual, watch and complete 15 specified Grant Cardone videos and tests, watch and complete the sales portion of “Sam’s Powersports Garage,” watch “The History of Harley-Davidson Motorcycle” video.
 
Training doesn’t stop once the employee has completed his/her initial instruction. In our sales department, daily training sessions are led by our sales manager, finance manager and team leaders. These sessions focus on a variety of topics and activities, including training on our customer management system, providing information on product releases/updates, and watching videos by renowned industry experts like Sam Dantzler and Grant Cardone. 
 
Our parts and Motorclothes department managers also hold weekly in-house training with their respective teams, focusing on product knowledge and customer service. Employees in these departments are also required to complete all online Harley-Davidson PACE, Grant Cardone, and Sam Dantzler training within their first 30 days. They then work daily with the parts manager and shadow a teammate doing similar daily activities to acclimate to their new position.
 
Our service department and all team members are required to be Staff-level certified within their first 45 days and participate in 1-3 instructor-led training sessions annually. Our motivated service team is always excited to have the opportunity to receive as much training as possible, and we currently have seven Harley-Davidson Certified Master Technicians, one Expert Technician, and three technicians on staff.
 
We also provide each of our employees with Grant Cardone’s “Cardone on Demand,” a powerful, high value, comprehensive sales training and personal development tool (http://www.grantcardone.com/cardoneondemand).  We monitor every staff member’s weekly progress on this tool and reward the high achievers with special prizes for successful completion.
 
As such, all of our salespeople are paid through a guaranteed-draw-plus-commission arrangement and are eligible for SPIF disbursements. SPIFs are awarded for perfect CSI surveys and for aged inventory sales as long as the team member meets minimum activity requirements. The parts and Motorclothes departments compensate staff on an hourly rate or salary-plus-commission basis.
In addition to this base compensation, employees are eligible for department-wide recognition and awards. Every department manager establishes monthly team and/or individual goals to further motivate performance. Individuals and/or teams that attain the goals are recognized and rewarded at our monthly storewide meeting. Rewards can consist of debit cards, cash, gift cards, tools, clothing, iPads, phones, or world championship replica belts similar to those worn by boxing champions.
 
Our department managers also nominate staff for our monthly “Kudos Award.” Employees who are observed performing their duties in an above-and-beyond manner during the month are eligible for the award. Winners are selected and their exceptional efforts are then detailed to the entire dealership team before they are awarded a $50 VISA gift card. We find that this storewide recognition and small token of appreciation is a highly effective motivator.
Finally, all staff enjoy a benefits plan that is the envy of the industry. Benefits include: medical (with deductibles as low as $250), dental and vision insurance, the premiums for which are supplemented substantially by Harley-Davidson of Scottsdale in order to ensure their affordability; paid holidays; and a generous leave structure that starts at 10 days for new employees and increases commensurate with tenure.

Commitment to Customer Service

Our customer service philosophy is simple yet effective: Treat people the way they want to be treated.
 
We believe if we do this, then first-time customers will become life-time customers and those customers will tell their friends about us, giving Harley-Davidson of Scottsdale the opportunity to continue to expand our family and business.
 
Each employee strives every day to provide our customers with a world-class experience unequaled by any other on the planet and our approach appears to be working. Harley-Davidson of Scottsdale has ranked #1 in CSIs in our district and region for all four quarters of 2013 and 2014 and is solidly entrenched as one of the Top 3 dealers in the United States.
 
This performance stands in stark contrast to the results achieved prior to Bob Parsons’ purchase of the dealership in January 2012 when the store ranked in the bottom 5 percent in U.S. CSI scores for both sales and service. The new Harley-Davidson of Scottsdale team implemented a focused improvement plan which included a more systematic “customer-centric” path that vastly improved the buying experience for our customers and solidified our commitment to unfailingly follow up after every customer purchase/service appointment. This new plan elevated us to our present enviable status among U.S. Harley-Davidson dealerships.  
 
We know consumers have a choice in the Phoenix metro area – we are one of seven Harley-Davidson options available to them – so we follow up relentlessly to ensure that every Harley-Davidson of Scottsdale customer remains our customer. Our dedication to customer follow-up also ensures that we are able to rectify any real or perceived customer service issues prior to the customer completing his/her CSI. We believe this approach also demonstrates to our clients that we truly care about their buying experience. 
 
Not content to rest on our past achievements, we work tirelessly to ensure we remain a leader within the Harley-Davidson organization. We continually fine tune our customer path and Customer Relationship Management system to optimize the buying experience and assess our CSI metrics on a monthly basis, rewarding our team when they succeed. 
 
While perfection is virtually impossible to achieve, at Harley-Davidson of Scottsdale we believe our relentless pursuit of this seemingly unattainable goal serves to provide our customers with the best buying experience in the industry and, for that, customers will show their appreciation with exceptional CSI scores and a lifetime of repeat business.

Involvement in the Community

With accomplished entrepreneur and noted philanthropist Bob Parsons at the helm, community involvement is literally at the heart of Harley-Davidson of Scottsdale’s mission statement. Through each of his ventures, whether it be Harley-Davidson of Scottsdale, Southern Thunder Harley-Davidson, GO AZ Motorcycles or The Bob and Renee Parsons Foundation, Mr. Parsons is committed to ensuring that his organizations give back to the communities they serve.
 
Our showpiece charitable event each year is Bob’s Biker Blast. Held in October each year along with one of our sister dealerships, the event attracts over 10,000 attendees and features headlining acts such as Grand Funk Railroad, Gary Allen and Heart. Attendance at the event is free for anyone with a motorcycle endorsement; others pay $20 for entry. All proceeds generated by ticket, food and beverage sales benefit Phoenix Children’s Hospital. Last year, we were proud to present them with a check for more than $80,000.
 
Harley-Davidson of Scottsdale also assembled a team to participate in the local “Walk for Wishes” event which raises money and awareness for the Make-A-Wish Foundation. Always striving to be the best, our team was recognized as both the largest team and for raising the largest amount of money at the event – this in our first year of participation.
 
Our dealership also donated motorcycles to be auctioned at a “Celebrity Fight Night” event benefitting the Muhammad Ali Parkinson Center at Barrow Neurological and Make-A-Wish Arizona’s annual “Night of Wishes.” Both motorcycles were provided at zero cost to the foundations with 100 percent of the auction proceeds going to these worthy causes.
 
Harley-Davidson of Scottsdale is also actively involved with local schools and participates in numerous events that benefit children and promote their well-being. We also hosted to the local “Bikers for Boobies Charity Ride” (benefitting breast cancer research and awareness) and “The Devil’s Oven Ride” sponsored by the Usual Suspects (benefitting the Arizona Fallen Officers organization) and donated $5,000 each.
 
Finally, Harley-Davidson of Scottsdale is also very proud of our involvement with the Wounded Warrior Foundation and a number of local charities with which we’re affiliated via Scottsdale Healthcare and the Mayo Clinic.
 
While Harley-Davidson of Scottsdale is honored by our status as a top-performing Harley-Davidson franchise, it is our charitable efforts and continuing focus on serving our local community in meaningful ways that makes us most proud.