Motorcycle Mall

Dealer Website:
655 Washington Ave., Belleville, NJ
View on Google Maps:Google Maps
Type of Retail Business:
Franchised (selling new vehicles), Used Vehicle Dealer
John Resciniti Jr., John C. Resciniti III
General Manager: 
Rich Gonnello, marketing and communications director
Years in Business: 
Gear, Apparel and Helmets: 
Joe Rocket, Icon, Alpinestars, Tourmaster, Cortech, Scorpion, Fieldsheer, Fly, Fox, Troy Lee Designs, Thor, Arai, Shoei, HJC, Nolan, Bell, Schuberth, G-Max, AFX and many more
Kuryakyn, Shogun, Hot Bodies, DMP, Vortex, Factory Effex, Two Brothers Racing, Dynojet, Yoshimura, Cobra, Vance & Hines, GoPro Cameras and many more
Parts and Tools: 
All OEM multiline parts, Motion Pro, Yuasa, K&N, NGK, EBC, Michelin, Dunlop, Pirelli, Continental, Motul, Repsol, Bel Ray, Amsoil and many more
Helmet House
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Western Power Sports (WPS)
Average Age: 
Total Facility: 
108,000 sq. ft.
60,000 sq. ft.
PG&A Departments: 
10,000 sq. ft.
Service Dept: 
10,000 sq. ft.
Total Acreage: 

Mission Statement

It is the mission of Motorcycle Mall to provide exceptional service to motorcycle and powersports enthusiasts that exceeds their expectations, which will create loyal and lifelong customers. Each and every day, our employees are committed to being friendly, knowledgeable and professional to help educate customers and fulfill their wants, needs and dreams. We are all passionate motorcyclists who are dedicated to the industry and dedicated to facilitating a fun and exciting lifestyle for our customers.

Showroom Design and Layout

Our Sales showroom is extremely open, with lots of natural light from the large front windows, which allow the light to shine on the machines. We have specifically laid out the showroom so customers interested in specific types of bikes (e.g. sportbikes, cruisers, standard, dual, etc.) can be in one section of our showroom and can easily compare and contrast the different models from the 14 different brands we sell. We feel this gives the customer an ideal situation, without having to walk our large showroom to determine which manufacturer they like the best.

We also have a large area in the center of the dealership that we use to promote the latest manufacturer promotions and bike deals, as it’s the highest foot-traffic area. The center of the dealership is open, so customers can see up to the second floor. We have two spiral staircases that allow customers to get to the second floor. In the center of the second story, there is a dome ceiling, also letting in lots of natural light -- and it's aesthetically appealing.

Because we have a two-story showroom, we also shift around seasonal products – bringing the in-season models to the first floor and the out-of-season items upstairs, as we see more foot traffic on our first floor.

For our Parts & Accessories department, we keep everything neatly spaced out, on rolling racks as well as on the walls. We installed slatwalls in the entire Parts & Accessories showroom so we can hang all of the apparel that we carry. We have a helmet wall that showcases all of the brands we carry, plus some helmet cases to showcase the top-of-the-line brands. In addition, we also have all toys and quick pick-up items near the check-out for the impulse buyers.

Service Department

Our Service Department is laid out very similar to that of a car dealership. The service counter is very open and bright with its large windows. The counter is facing the parking lot where customers park their bikes and enter through a overhead door. The service writer will then greet the customer and go over the unit in a well-lit environment to note any imperfections, discuss the unit's issues/regular maintenance schedule and recommend a game plan for getting the unit back to the owner in a timely manner.

The bike is then rolled behind the office and into the line for jobs awaiting the technicians. At that point, they arrive into our newly purchased K&L Supply service department. All technician bays have a minimum of two lifts, shelving for their tools, etc. We have three tire machines for shop, two balancers and a specialty heavy filled tool area to get any job completed quickly.

Training and Employee Motivation Practices

We do our absolute best to train, train and train our employees. There is nothing worse than a customer coming into our dealership and knowing more about a new bike or jacket than our staff does. But because we sell 14 different models of motorcycles, ATVs, SxS, PWCs, etc. and numerous parts and accessories brands, it is difficult for our staff to know everything about everything we carry and sell.

So to try and stay as informed and knowledgeable on all items – especially the new products – we have weekly department meetings where senior staff members are always trying to educate, inform and review new models, new sales trends, etc. in order for our staff to soak in new and important information. We work with our local district sales managers (DSMs) and ask them to come in during slow times to teach and inform our staff on their new products. What better way than to hear it directly from the experts?

And in addition, we are using the online educational tools each manufacturer gives us access to. When it comes to our service staff, we make sure our technicians attend all the necessary training schools, seminars, online tests, etc. They are fully certified in all of the brands we carry.

When it comes employee incentives, we have set up incentive-based commission opportunities in each department. We have seen and feel this system works the best in getting the most out of our staff -- and it helps to foster good competition internally, as well.

Commitment to Customer Service

In each department (Sales, Service, Parts & Accessories, Finance & Insurance, Marketing, Eagle Rider rentals) of our dealership, we strive to provide the best customer service in hopes of exceeding our customers’ expectations. If we can do that, we know we will continue to succeed as a dealership -- and be profitable. Stellar customer service is what continuously brings customers back and what will bring in new customers, as word-of-mouth among motorcycle enthusiasts is key. In the case that one of our employees did not provide the best customer service, we make it a point to contact that customer directly on the phone and find out what happened, what we can do better and if there is any way we can make it right.

Our employees are all given customer service materials to read throughout the year, and we make it a point in each of our weekly meetings to address customer service, who’s been doing a great job and who might need to improve their customer service skills. In addition, we have started internal staff seminars where we have brought in outside assistance and had our senior employees give proper direction on providing the best customer service practices. Our managers speak with our customers on a daily basis, making sure the customer service they received was exceeding their expectations. We also invite our customers to leave feedback online – good or bad – which allows us to also monitor customers' feedback.

Involvement in the Community

Since we have moved into our new dealership, we have put an emphasis on strengthening our relationships within the riding community through a number of initiatives. We believe that giving back to the community will ultimately have a return of double.

We first wanted to make sure that we were giving back to the community through some great events that offered a free meal or free movie – working to strengthen our relationship with our customers. Some examples include hosting free movie nights, offering free food at our bike nights, bike washes and our sportbike track day. In addition, we had a free stunt show that was a big hit.

On top of that, we made a number of donations to local charities and local motorcycle clubs. We tried to also be present at the rides/rallies in which we donated to show our support, not only through monetary value, but with our staff. One example that comes to mind was the Hudson Valley Ride for Kids Event, where we had 10 employees and a number of customers that rode with us (from our dealership) to the event to make a nice donation from funds we raised from our events.

In addition to the free events, free food and donations, we have opened our dealership to local motorcycle clubs to utilize the space for club events, meetings, etc. In June, we hosted the “Motorcycle Education on Safety Riding” seminar with over 150 riders from local motorcycle clubs from N.J., N.Y., Conn. and Penn. Riders attended to learn about everything from safety, the proper riding gear, having the necessary insurance and much more. We set up our upstairs showroom like an auditorium and provide lunch for the attendees – all free to these riders.