Smokin' Harley-Davidson

Dealer Website:
3441 Myer Lee Drive, Winston-Salem, NC
View on Google Maps:Google Maps
Type of Retail Business:
Franchised (selling new vehicles), Used Vehicle Dealer
Greg Cooke, Bob Rubin, Bret Irvine, Ray Perry
General Manager: 
Ray Perry
Days of Operation: 
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: 
Harley-Davidson & Licensed Products, Vega, Fulmer, VF Imagewear, RK Stratman, MOD, Masscoro, ACE
Harley-Davidson Genuine Parts and Accessories, Vance & Hines, Rush, Yaffe, Kuryakyn, Drag, Performance Machine, RC Components, Corbin
Parts and Tools: 
Harley-Davidson, Kent Moore, Drag Specialties, Custom Chrome, Tucker Rocky
Custom Chrome
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Average Age: 
Total Facility: 
43,000 sq. ft.
10,200 sq. ft.
PG&A Departments: 
9,300 sq. ft.
Service Dept: 
23,500 sq. ft.
Total Acreage: 

Mission Statement

It is the mission of Smokin' Harley-Davidson to provide the best possible customer service to all motorcycle riders and enthusiasts. Our friendly, knowledgeable and professional staff will assist, inspire and educate each customer while fulfilling their wants and needs, and by making their dreams become reality. We realize that customer service is the only thing that will bring a customer back into our store. Here at Smokin', we take pride in how we treat our customers. We provide the best customer service in the Carolinas and we consistently exceed every expectation. We are the only powersports store in our area that operates all departments seven days a week, this enhances our business tremendously as our customers know they can stop by anytime, for anything. 

Showroom Design and Layout

As you walk into the showroom, you are immediately impressed by the huge inventory of motorcycles. We typically keep 300-350 units on the property, with about 125 inside the showroom and the rest outside as you walk into the store. They are arranged by model, so it is easy for the customers to find what they are looking for. 
Once inside, the customer must navigate through the new units just to get to P&A or MotorClothes. This is set up this way as we believe that around 25 percent of our customers are impulse buyers and therefore we typically sell units to those not even in the market. We have slatwall systems running completely around the showroom floor and every one of them are full of product. 
As you walk to the left of our receptionist, you are heading into our MotorClothes department where all 4,800 square feet of it is full. We have lifestyle photos and pictures around the wall space and have a 1985 Electric Glide Classic with a sidecar above our T-shirt rack. We have an area where we always construct a seasonal display, whether it's a summer patio display with a grill, umbrellas and coolers, to a winter display with fire pits, benches and chairs. We have a false wall that surrounds the department and behind it are storage rooms full of product for easy accessibility if it is not on the floor. This is a tremendous help for our staff and the customer as they don't have to wait too long to get the product they need. 
Our customer lounge includes coffee, soda, snacks along with a couch, tables and chairs, a TV and a fireplace. Our training room is also in back of this department and it includes tables, chairs, computer, DVD, TV and numerous flip charts and white boards. 
Our parts department is located straight ahead as you walk into the showroom, and again they walk within the bikes to get to the counter. It comprises about 4,500 square foot which includes a two level inventory storeroom. All wall space is organized by category, and the space is completely utilized with P&A. We have a fit shop, paint shop, windshield corner and a demo seat area which is used by our parts consultants and sales team to add-on or upsell parts and accessories. Our customers love the fact they can sit on a seat, try the handlebars or grips, and check the height before they purchase. Much of our P&A success is generated from this area. There is also a 1963 Harley-Davidson Topper on display, which really draws interest from the customers.
Our vehicle sales department area is about 10,000 square feet and is the cornerstone of the showroom. We are constantly moving units around to make it look like we have different ones on the floor every weekend. We can put about 125 inside and the rest outside along our sidewalk and hill. We have seven cubicles for the sales team to work their magic, and during season, we double up in each cubicle. We run an internet department with three sales team members and about 35 percent of our sales are generated here. Because of our huge inventory, and the ability to
get any unit that the customer wants, we have outsold every dealer in the Carolinas. Every unit is photographed and filmed and then placed on our website for sale. Customers can browse the site, ask questions or even purchase on the web.

Service Department

Our service department is located on the north end of the building and is visible from the interstate and the restaurant. It is designed for eight technicians. We have two write-up stations located inside a sliding door service entrance. The write-up area features a ride in-drop off lane so that customers can ride the bike right up to the counters, which is invaluable during periods of inclement weather. we also have "free Installation" P&A items prominently displayed as well as weekly service specials to promote additional sales. Inside our spacious work area each technician has 2 motorcycle lifts, floor mats and tear down racks.  Customers are able to watch their bike being serviced through three large windows located in the service hallway. All of our technicians are sent to a technical service school annually. These classes are hosted and instructed by certified trained H-D representatives from the Motor Co. and are required for their advancement, certification process and to keep them up-to-date with the most current technology and repair techniques. We have a dynamometer and it is constantly being used for performance upgrades, tuning and during inclement weather we use it for test rides. We have a second customer lounge near the write-up area and offer coffee, soda, snacks and water to all customers. We have a centralized oil bar where fluids are dispensed by our parts to service liaison who delivers all P&A and fluids to the technician so all they need to do is turn wrenches.
Our 16,000 square foot storage area allows for us to store over 400 units at one time.  Because of this, we are able to buy hundreds of bikes during the winter months, service them and have them ready to go at spring rush. This keeps our technicians busy during what would normally be a slow period. Our service department features a Fast Lane Service for same day maintenance and basic P&A installation. We offer free pickup and delivery for scheduled services. Follow-up calls are made by the service advisors to ensure the customer is happy and satisfied with the service they received.

Training and Employee Motivation Practices

Training is crucial to our success and the staff members love and appreciate the fact that we take the time and effort to train them. All departments are required to hold weekly classroom training conducted by Department Managers. All Harley-Davidson University classes, relevant to each department, are also required. We also utilize training DVDs/webinars from LEMCO, RPMG, Dealership University, Assurant and Harley-Davidson. We take full advantage of any regional training and provide our Technicians a "next level school" every year. We also host several in-house Harley-Davidson classes where staff from local (five-state radius) dealers attend.

We give monthly bonuses and run corporate contests to generate our desired outcomes whether it be aged units sales, line items per ticket, billed hours or anything else like that. It gets all staff involved, they build camaraderie, esprit de corps and more importantly they start understanding how the business works. 

We have an associate of the month program where the managers pick one associate whom they feel did the best that month. The winner receives a cash prize, a paid day off, other smaller gifts, a parking spot in front of the store, a plaque and a photo in the store. We have a "TOP HOG" award that is chosen by the past month's recipient. There are no managers involved, just one associate giving it to another associate whom they believe did the best job or helped them the most. We have a family day picnic at the triple-A ballpark, were we tailgate then attend a baseball game. Every quarter we hold a breakfast potluck at the monthly all associate meeting. We close the store one day in the fall and have a group ride. A staff member is chosen to come up with a route of about 100 miles with a lunch stop in which the bill is picked up by the store. If they attend the ride it is a paid day. It is a great time for all and if a associate does not ride, cars are permitted. We have a fantastic holiday party which is completely catered and has live music, in October we dress up as rock stars during our Rocktober festival and with the restaurant on the property, we have been known just to congregate there after work and enjoy some food and drink.
We feel very strongly about our 401K and profit sharing programs, and we have a saying that "no idea is a bad idea" because we encourage our staff to share ideas, be creative and more importantly let them know that we listen. 
As owner/manager, I believe that we are a family and though very process oriented, the staff and I do have fun every day here at Smokin'.              

Commitment to Customer Service

As stated before, customer service is the only thing that will truly bring them back. Not only do we want return customers, we want loyal customers. We work very hard but we have fun. If our staff is happy, the customer can sense it and it becomes contagious. We provide the management with support and guidance to ensure that our associates are comfortable and knowledgeable in making the day-to-day decisions necessary while serving our customers. From the moment the customer steps into the store they are greeted by our "Director of First Impressions" also known as our receptionist! This is very important and probably the easiest thing you can do for a customer and astonishingly, a "Hello, welcome to....." is typically overlooked in most stores.
As part of our focus on customer service we have numerous programs instituted, one of the most important ones is our Fast Lane Service. Our service department opens earlier than the normal store hours so that customers can drop off their motorcycles before the normal work day. Our service department also features same-day routine maintenance, oil changes and basic accessory installation. The combination of Fast-Lane and early drop-off hours permit the customer to drop off on the way to work, and pick up on the way home. We also shuttle customers if needed.  
We provide the WOW experience at the time of a bike purchase with a customer path that leads them through all departments. The sales associate walks the customer to each department and introduces them, they are greeted by and given a short tour/overview of the department then asked if they will need anything prior to delivery of the bike. Upon completion of the deal in the finance office, we ring a huge bell, blast "Born To Be Wild" through our speaker system, and welcome them to the family. All of the associates that are free will come over and congratulate along with many customers that do the same. The GM will greet everyone, and give them a gift from the store. 
Our customer lounge is very intimate and is designed for comfort and convenience. It features a 40" LCD flat screen TV, Harley-Davidson leather couch, tables and chairs, a fireplace, and self- service vending machines along with complimentary coffee and snacks. During winter months, we serve hot soup/chili prepared by the restaurant and during riding season we have hot dogs and bottled water available. We also have free Wi-Fi available for those needing it. 
We have a rewards card program where our customers earn points with each purchase that they can use for discounts at a later time. 
All of our customers are logged into our customer database and are then contacted by an independent agency to assess their satisfaction of the service they received from the dealership.  Follow up phone calls are also made by all departments. The follow up procedure provides positive reinforcement of exceptional customer service.

Involvement in the Community

Smokin' is the a community leader in the Piedmont Triad area, The dealership has assisted in raising more than $500,000 in charitable donations since opening in 2008. The dealership is very active in assisting many local organizations to expand or improve services to the community through fundraisers or charitable events. This involvement in the local and regional communities brings motorcycling and enthusiasts in touch with people of all walks of life.  This past year Smokin' has helped more than 40 charity fund-raising events to benefit the local community to include: SPCA, homeless shelters, food banks, police and firefighters, the "Y", numerous cancer organizations, ALS society, churches, Boys Scouts and Pop Warner Football.  We have hosted on-site events for the local chapters of the March of Dimes, St Jude's, MDA, Special Olympics and Cancer Services. 
We also strive to improve our local economy by attending and speaking at local riding classes and safety training classes,  
Here is a partial list, not including those noted above, of the charities we have been involved with this year: Relay for Life, VA Hospital, Wounded Warrior Project, American Legion Riders, Dakota Kids Foundation, Christian Riders, Rolling Thunder, Brenner's Hospital, Patriot Guard, Kids of Childhood Cancer, American Heart Association, Toys for Tots, DAV, Crime Line, Make a Wish and Suicide Prevention.
We also have on our property the Freedom Memorial Wall. This is a wall constructed by members of our HOG Chapter and it contains the names of motorcycle enthusiasts that have died. Names are submitted to the committee and are then approved to be memorialized in the stone. Every year on the first Sunday in May, we hold a ceremony where new names are added. This is a very somber event and it draws people from all over the Tri-State area. It is attended by the Mayor of Winston-Salem and Honda and Harley-Davidson representatives. At the end of the ceremony, red, white and blue balloons are let go into the sky, one for each name on the wall. It is a quite moving event with a lot of tears.