Star City Motor Sports Inc.
We hate mission statements because everyone lies! All businesses exist for one primary reason: to earn a profit for its owner. Businesses sometimes try to hide behind flowery statements and avoid telling the truth. We exist to maximize our profits! We accomplish this by providing quality goods and services that our customers want. Also, by carrying 10 different brands under one roof, we can confidently make customer-centric recommendations versus a single line dealer who will always decide his one brand is ideal for everyone.
Showroom Design and Layout
Star City Motor Sports is the Midwest's largest powersports dealer. Our 28,000 sq. ft. showroom proudly displays one of every year, make, model and color of the brands we carry. With 10 different OEMs, this is not easily done! Each customer is greeted with an impressive view of more than 400 units as soon as they walk through our front doors. Accessories and apparel are professionally merchandised around the perimeter of the showroom with wide walkways that flow our floor traffic effortlessly from display to display.
A comfortable seating area with complimentary gourmet coffee allows the customer to relax while waiting for paperwork to be processed or their bike to get its oil changed. They have a chance to visit with other powersports enthusiasts, chat with our staff, or catch up on the latest world news on our 42" flat screen television. New for this year, we've added a 4,000 sq. ft. "Ag Division" to the north side of our existing building as well as a second story 4,000 sq. ft. gun/ammo/accessories store above it. The new Ag Division now allows us to better display all of our SxS inventory to help the customer make a more informed purchase decision. Also, by removing the SxS inventory off the main showroom and into its own special section, it allows us to better display our motorcycle, ATV, and PWC inventory. The new gun store compliments our existing customer base and also is helping to gain more customers who aren't necessarily powersports enthusiasts. We've seen huge growth this year in both traffic counts and sales by implementing these two new "outside the box" ideas.
Customarily, the Service Department of a dealership is located at the rear of the building as it is not necessarily one of the "prettier" areas of a store. Not at Star City Motor Sports. Our Service Department is located front and center so we ARE able to showcase the 6,500 sq. ft. of clean workspace and the beautiful Italian ceramic tiled floor that is used throughout the building. Ten service bays allow our first class technicians to have two lifts each and ample space to tear down and put back together units so we can have our customers back up and running in little to no time at all.
Customers love our enclosed and heated service drive-through which allows them to load and unload out of the Nebraska elements using a hydraulic floor lift, thus avoiding the hazards of using ramps. We have also installed an exhaust scavenging system that keeps the air clean for customers and employees alike. We heat the entire department, including our 12,000 sq. ft. warehouse, by recycling used motor oil that we collect all summer long and burning it in our clean-burning oil furnace.
Our service department also prides itself on having a "go green" approach to daily business life. In years past, the department has used individual cans of brake cleaner for routine work. This year they have implemented a greener approach to the typical throw-away style can. Each technician now has their own refillable can of cleaner. We have installed a recharge station that refills the cans as needed, therefore reducing landfill waste. The green attitude of the service department has spread throughout the store. Every department now recycles 100 percent of its cardboard waste as well!
Training and Employee Motivation Practices
1. All of our technicians attend OEM training. Trained mechanics are a source of pride in our service department. We want our customers to feel comfortable leaving their "pride and joy" at our dealership.
2. For our sales and management staff, we use ongoing training from GSA (formerly RPM/Assurant).
3. All of our staff, except for office personnel, is paid on a commission basis, with bonuses for reaching team and department goals.
4. Several ski trips are taken together each season to area Colorado resorts. Who achieved the most vertical feet during the day is often the discussion at the lodge in the evening!
Commitment to Customer Service
Because of the current economic climate, our customer service philosophy has evolved from a "customer has a problem and let's fix it" mentality to a much more proactive "let's solve the problems before the customers have them" mindset. To implement this proactive approach to customer service, we have put maximum effort into improving CSI scores and listening to customer feedback.
Over the past two years, we have increased our CSI scores by more than 10 percentage points. This was no easy task. It took a complete overhaul in the mindset of the store to change everyone's perception of CSI. Because of this focus on CSI and listening to our customer's concerns, we are weathering this economic downturn much better than other dealerships in our region. In turn, each and every employee now knows the importance and benefit of having a good CSI score.
When dealing with CSI, we don't coach our customers on what to write. We want an honest opinion of our store; anything else would be cheating ourselves. We can't get better and improve our customer service without someone telling us our faults and weaknesses as a store.
Involvement in the Community
As with any motorcycle dealership, community involvement is a big part of our store. Of course we do the poker runs, the bike nights, the show-n-shines, and every other bike-related event you could think of, but when it comes to community events, our store likes to be different. Different because we want to be looked at as an example of a model business in the community; not your typical "motorcycle guy" store. We don't allow, serve or condone alcohol at any event that we're a part of. In our opinion, alcohol and motorcycles are a bad combination.
As a motorcyclist, it's hard enough to just ride with all the distractions, the cars who fail to see you, and every other obstacle in the road. Combine those things with alcohol and we start needlessly losing some of our customer base. When only 3 percent to 5 percent of the world's population rides a motorcycle, our store doesn't want to contribute to losing any of those valuable riders.