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Fountain Inn, SC United States | A few years back Victory garnered the top spot on the Pied Piper Power Sports Industry marketing survey of dealers. Victory then used it in their marketing to good effect. Now the shoe is on the other foot....
This from the Motorcycle Industry News:
MONTEREY, CALIFORNIA - May 6, 2013 - Harley-Davidson dealerships were top-ranked in the newly released 2013 Pied Piper Prospect Satisfaction Index (PSI) U.S. Motorcycle Industry Benchmarking Study, which measured dealership treatment of motorcycle shoppers. Study rankings by brand were determined by the patent-pending Pied Piper PSI process, which ties 'mystery shopping' measurement and scoring to industry sales success.
For the first time since 2008, Pied Piper also separately measured how effectively motorcycle dealerships responded to customer inquiries received on-line through dealership websites.
Highlights:- Harley-Davidson dealerships led all brands in eighteen different sales activities, such as encouraging shoppers to sit on a motorcycle, asking for contact information, and helping the shopper overcome obstacles to the purchase.
- Eleven different brands led at least one sales process category, and brand performance varied considerably from brand to brand. For example, Ducati salespeople offered a brochure to approximately nine shoppers out of ten, while less than half Suzuki, Honda or Kawasaki salespeople offered a brochure. BMW, Triumph and Harley-Davidson salespeople were more than twice as likely to offer a demo ride as the salespeople at Ducati, Suzuki, Honda and Yamaha dealerships. Victory salespeople were most likely to suggest arranging a demo ride in the future.
- PSI scoring is closely correlated to motorcycle dealership sales success. Pied Piper has found that on average, when motorcycle dealerships are ranked by their PSI score, dealerships in the top quarter sell 22% more motorcycles than dealerships in the bottom quarter.
- How effectively do U.S. motorcycle dealerships handle customer inquiries received over the internet? Pied Piper found that motorcycle dealerships responded within 24 hours 72% of the time, while the comparable 2013 figure for the auto industry was 93% of the time. Today the first response to a motorcycle customer internet inquiry was an auto response 56% of the time, a personal response 16% of the time, and no response of any type 28% of the time.
For a copy of the complete press release, including 2013 Pied Piper PSI brand rankings, or for more information about Pied Piper PSI 'mystery shopping' for auto & motorcycle dealerships, and the patent-pending PSI process, go to https://www.piedpiperpsi.com/press/ |
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Iron Butt
Posts: 1109
| I hate to admit this but I'm not surprised. I looked at a new bike awhile back and the dealer was flat out rude. When I called the GM he was even worse. I called Polaris and they acted like they could care less. I'm not saying a dealer has to kiss a customers ass, far from it, but at the very least have common courtesy.
Edited by kris1956 2013-05-06 10:33 AM
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Iron Butt
Posts: 1066
Peru, IN | Jedi Jeff - 2013-05-06 10:17 AM
Victory has slipped from the top spot in Pied Piper PSI Survey
/sarcasm/ I'M SHOCKED!!! /sarcasm/
There are only 2 things selling a bike, the dealer or the bike itself. If it wasn't for the outstanding quality of the Victory line, they'd be out of business. I think HD quality is going down but they make the "experience" such an...well, experience, it keeps customers coming in. To a certain extent, I think a dealership HAS to kiss the customers ass, at least a little. It's one thing for a return customer to walk in a dealership, already knowing what he wants and another for someone to walk in that's never experienced Brand X. If I hadn't been on a few Victory websites (like this one) before the Victory demo days, I wouldn't have bothered. I had already visited the dealership looking for....something. The local Harley dealership did all but give me coke and a hooker when I walked in. I'm sure there are some great Victory dealers out there but the few I've visited have been less than stellar. I digress.
A dealer has to assume that the potential customer who has just walked in the door (and they're ALL potential customers) knows zero about whatever brand they're selling. The dealer also has to assume that the customer doesn't do his own mechanical work and wants some aftermarket goodies. I would expect to be greeted (maybe even with the offer of a handshake) as soon as I walk in the door, offered a water or a cup of coffee and asked how I can be helped. If I say I'm just looking, I expect the dealer to tell me that he/she will be around if I need any help. If I have any questions, I expect the dealer to know pretty much everything about the entire lineup. That's his/her job. I expect them to be friendly, even if their SO just left them, their dog ran away and they've been forced to listen to rap for a week. Again, that's their job. Once I've decided that I want X bike, I expect them to do everything in their power to make the deal happen. Know every one of the latest offers and work with me to see if any fit. Have a list of financing handy and know which ones work with those of us with less than perfect credit. ("Would you like another cup of coffee, sir?") Once the deal is done, work with the seller on future services/accessories. You don't have to sell all the aftermarket stuff at the dealer cost (I know they have to make money), but everyone knows MSRP is just that. A SUGGESTED price. I think the Vision trunk close out cover/panel is over priced but the couple of dealers who have quoted me prices less than MSRP will get my business.
After the sale, remember who the fuck I am. Send me a few emails (or phone calls depending on MY preference) and make them personal. If I use my full first name (Christopher instead of Chris although it's not a huge deal either way), call me by my full first name. Write it down if you have to. An email 2 months after a $20k purchase that's very obviously a form email doesn't do much. It's like giving a waitress a penny tip. You don't have to be a perfect speller. "Hi, Christopher. Hope you're enjoying your Vision. I rode my bike in X area last year and it was a blast. You might want to ride that area. If there's anything we can do to help, please let us know." works well. "Dear Mr. Gray. Thank you for visiting X dealership." and ending with nothing but their address and phone number isn't the same.
I'm going to stop the rant. It's getting my blood pressure up. |
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Iron Butt
Posts: 802
| Its amazing to me that some motorcycle dealers still run the old T(urn) O(ver) system. That's the one where they use a closer or keep moving you from salesperson to salesperson until they find someone capable of reeling you in. That system goes back to the '70s and should have been renamed T(urn) O(ff) instead. Back in the '70s I worked for the Mazda importer and most of the dealers were using this system. The part you didn't see was the Closing Room. They would have 2 or 3 "managers' sitting at desks on a raised platform. The lowly peon salesman would have to come in to present his "deal" to the manager who would then berate him and pump him up to go out and get more out of the poor customer. What really sucks is that it worked and still does. Oh, did I forget the Finance guy at the end? He'd take one more swipe at you for add-on shit like undercoating, poly waxes, floor mats, service contracts, etc, etc. Once you'd get out of there you'd be hard put to sit down for a week.
Here in SoCal we have Bert's Mega Mall who runs an old style TO house raised platform and all (not sure about the platform). The stories I've heard as to what they've done to unsuspecting customers borders on mayhem. On the other end of the spectrum you've got John "Pooch" at SoCal Triumph Victory. He knows all his customers by name, knows his product line inside and out, offers not great but fair deals and follows up like hardly anybody does anymore. As a result I've bought 5 bikes from him in the last 3 years. None of them were the best deal I could have gotten somewhere else maybe but John is the kind of guy you just want to support. And they've got a service writer damn near as personable as John. Perfect combination. In my humble opinion this is the recipe that works. Most of us aren't looking for the most killer deal available in the universe but something reasonable so that the dealer will still be around for a while. But what most of us won't compromise on is how we're treated during and after the sale. That's the key and I'm afraid something a lot of them either overlook or are too short sighted to even care about.
Marc |
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Iron Butt
Posts: 691
Manchester, CT | Hey Marc et all
You are spot on. Having been in a Technical Pre-Sales role for almost 30 years, at the end of the day, its quality of service throughout the a customer's lifecycle. Unfortunately, businesses engagement model is "a point in time"...coin driven, looking for the quick hit and then off to their next victim. I lived to be successful using the same model Marc mentioned.
Its not rocket science! I think what Victory needs is to have an outside consulting firm come in e.g. McKenzie, to analyze their model, processes etc, and then provided a strategy and plan to EXECUTE upon. The key word being execute. From the very limited knowledge I have of Victory's business model both internal and externally, I can say with confidence that Victory needs to ramp up their Marketing LOB and the sales execution and sales model!!! Customers will become more loyal, new customers with come over and the rest depends on Victory. |
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Visionary
Posts: 2300
Georgia, west of Atlanta | Couple of dealers I frequent are pretty nice, no cup of coffee though............ |
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Visionary
Posts: 8144
New Bohemia, VA | this does not mean I will ever buy a Harley... |
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Cruiser
Posts: 251
Mechanicsville, VA United States | Very good read Mokeyman and Marc, if you guys were selling Victorys I'd be in the market for a new one!
My experience with the dealer I had was good until the sale was made, they are no longer in business!
It's doesn't hurt to be nice but be the other way and you're going down the tubes, people are not going to keep you a float!
I blame Mama Victory for a lot of this though, they deny almost all warranty issues and blame the customers for the problem. |
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Visionary
Posts: 4278
| Last h-d I bought was out of state and made the deal over the phone. Drove for two days straight to this town. Sale man trip over him self being so nice. He new I was out of state but didn't care showed me the hole shop and the last place was where the bike was. Went to load it it was raining out he went and got me and my friend some jackets to stay dry. After loading he said keep the jackets. For a year after wards I would get mail from them even a Birthday card. I have sent five guys to them.
My vic dealer sucks never says hi never trays to even get to know me. Just leads me to maybe want a harley back but that Vision is so sweat I want a newer one. |
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Tourer
Posts: 500
| Like the above post, I had a great experience at my Victory dealer both from the sales standpoint and the excellent service dept....But they were a stand alone dealer in a tough market and they went out of business for whatever reasons...Too bad as it was close and they treated you like they cared about your ride and went out of their way to satisfy the customer...Sales guy drove out of his way one day when my bike wouldn't start to come and help me and only charged me for his gas..(ignition wire had come loose on engine)..Find me many dealers that would do that without charging for towing, labor, and who knows what....They always made you feel welcome and followed up after the sale....Bought my current Vision from another multi-line dealer and no such service...Seems they have forgotten who I was....Oh well, life is good....No issues yet with my current ride...
Edited by opas ride 2013-05-06 6:15 PM
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Iron Butt
Posts: 1066
Peru, IN | I don't want a Harley, Johnny but I agree anyway. If I were ever to win the Powerball, one of my dreams is to open a Vic dealer. I have very specific ways of how I'd run the place. I wouldn't make any profit but I wouldn't care. I'd run the dealership the way I think all dealerships should be run. |
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Tourer
Posts: 573
Central Illinois | Monkeyman - 2013-05-06 1:21 PM
After the sale, remember who the fuck I am. Send me a few emails (or phone calls depending on MY preference) and make them personal. If I use my full first name (Christopher instead of Chris although it's not a huge deal either way), call me by my full first name. Write it down if you have to. An email 2 months after a $20k purchase that's very obviously a form email doesn't do much. It's like giving a waitress a penny tip. You don't have to be a perfect speller. "Hi, Christopher. Hope you're enjoying your Vision. I rode my bike in X area last year and it was a blast. You might want to ride that area. If there's anything we can do to help, please let us know." works well. "Dear Mr. Gray. Thank you for visiting X dealership." and ending with nothing but their address and phone number isn't the same.
I hate to agree with Monkeyman, we often have such different views of things, but this time he is on the money.
I walked into my local Harley dealership today to return some gloves my wife bought me last October. The woman I talked to knew my name and used it, she also told me that their policy was to only accept returns for 30 days but she would give me store credit for that return because it was something they still stocked. That is remembering your customer and keeping the relationship first. I have no idea how they did it but they did. The person who sold me a bike 20 months ago also greeted me by name as I walked in the door and asked me to bring by my new Vision when I could so that he could look at it. That is definitely a personal touch. He knows darned well I am not looking for a bike from HD because I made it clear the last time I saw him that the problems I have had from my HD are the main reason I am buying a Vic, but he is interested in me as a person, well at least it seems that way.
That kind of treatment will definitely get repeat business if the product is even close to being worthwhile. |
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Iron Butt
Posts: 825
, WI | I have had 3 Victory's.
Based on my dealer experience on long road trips, number 3 may be my last. |
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Visionary
Posts: 1350
| Still amazes me, after 15 years everyone knows whats wrong with Victory.......
I can remember going into any HD dealership and if you weren't dressed like a yuppie they never even talked to you. Now that they built $million dollar dealerships they learned to kiss ass?
Sure Victory still has a long way to go of course they have come a long way. But most owners don't have a clue about the early years.
One thing that has not changed is the importance of a good dealership. Many little places can't afford to send their salespeople to school. Many salespeople have never taken a marketing class.
I always tell salespeople(for any product) to read the books written by the top car salesperson for 7 years straight in the World Book of Guiness Records. He was nominated by the Book. No one has ever come back and told me they have.
If you know marketing you know it's about knowing your customer base and your product. Do I blame Victory because the dealer/salesperson has neither?
Find a dealer and a salesperson you like and do business there. Then try buying stuff from them instead of the internet. Interesting concept?
I am proud to be a Victory customer over the last 15 years and watched them grow into what they are now. |
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Iron Butt
Posts: 1066
Peru, IN | It doesn't take a class or schooling to make a great salesperson or dealership. All it takes is some common sense and the willingness to DO YOUR JOB. Every job requires a certain attitude and skill. I'm a correctional officer and I have to treat sex offenders the same as I treat anyone else even though I detest them. Good sales staff need to do what I said above, even if they're not "into it" or they're having a bad day. That's just part of the job. If they can't do that, they need to find another line of work. |
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Tourer
Posts: 573
Central Illinois | Sorry to hear that MM. I would be totally incompetent in your job. I would regard sex offenders as something less than human. I am a rider from way back and also I enjoy hearing from other riders, but I am afraid that sex offenders would set me on the wrong path. I admire your ability to treat them the same way as other prisoners, I would not be able to do it. I would start out with a strong prejudice against them. That is me knowing a bit about myself and how I work as a person. |
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Tourer
Posts: 400
| To an extent, is it fair to compare a Victory Dealer and a Harley Dealer? Harley Dealers sell one thing Harley's. Many Victory Dealers I go to also sell multiple metric bikes. I've seen multiple dealers really promote the metrics, and the Vic's are an afterthought. I think Victory may have problems with dealerships simply because the dealership wants Polaris and ended up taking Victory as well. A Victory rep can do everything under the sun to try and improve a dealership, but if the dealership doesn't really care, and wants to focus on other metric lines, or the ATV's / side by sides, well then.... |
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Iron Butt
Posts: 802
| I agree that its really up to the dealer and what his philosophy is. The manufacturer can do just so much particularly when they're pushing a low volume product line. Threats only go so far when there isn't the teeth behind them to actually do something. Hmm... sounds like the morning news lately :-(
Marc |
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Visionary
Posts: 8144
New Bohemia, VA | The way I see it, most so called Victory Dealers are no more than jobbers peddling wares. Sure, there are some that do better than others, but if they were bonafide dealer I believe Victory would be a little more engaged. I wouldn't even call them a franchise in that sense either. I think for the most part, if the location is right, the building is right, all you need from there is a desire to push Victory motorcycles and have enough cash to buy the minimum amount of product to put on the floor, and then you're in business. Who cares about salesmanship? Oh, if they're going to service them also, you have to pay your way to go to school and buy the Victory specific tools. I think what is happening now is that a lot of "dealers" are feeling the crunch of the economy while Victory/Polaris is doing well. So, if they are selling bikes under Victory's reputation through so-so dealers, what's the worry? |
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Iron Butt
Posts: 691
Manchester, CT | My dealer also sells Yamaha, Suzukis along with watercraft/Yamaha, quads and CanAms. He needs to do this to feed his family. His big sellers are the pocket rockets. The last time I was in there I asked him if he had any old Victory banners tucked a way. He told me that he can't even get Victory to get him one! The only thing he gets are the monthly Victory promotion banners. I told him I would take the old ones.....I can probably cut out the promotional jargin and make a collage in my garage  |
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Tourer
Posts: 494
Akron Ohio area | Getting treated right by your dealer is a two way street.
I buy my motorcycles from him at a great price, then I buy my helmets, T-shirts, gloves, glasses, oil, and get my bike serviced by his mechanics who I treat like good buddies and have even brought in pizza for the whole gang.
I get A#1 treatment every time.
I get a repeat buyer's 15% discount on all things he sells and I can call him up and say I need a quick oil change and they tell me to come the next day and they take care of me right away while I wait.
The first 5 years of doing business with him, oil changes cost $50, which is what it would cost to do it myself, so why would I?
Recently he has had to raise that price to $70, but that is still the cheapest I've heard of.
Speaking of Sol Cal, they charged me $134 for an oil change when I needed one on my 7,600 mile cross country trip.
I will also give them credit for taking me as soon as I drove in and not making me make an appointment more than one day in advance.
All Ohio Motorsports in Bedford Heights Ohio.
Tell them "Bigfoot" sent you. |
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Puddle Jumper
Posts: 28
So. Indiana | Good to see Harley's working on their customer service. Our local shop (a very large dealer) is never a pleasant visit. I've mainly went in for custom parts to use on metric bikes. I've yet to be helped in under 30 minutes. Back when they were still making Buells, I wanted to buy an S3. I went to the dealership (same one) and waited for an hour and a half while I watched the salesmen in their jeans and vests, sit at their computers (I was one of two people in there... neither of us had been helped and the clothing girls had told them I was interested in a Buell when I got there). I left and bought a Yamaha.
I go there once every year or so as it sits next to an outlet mall that my wife likes. Better than shopping for clothes, as long as I don't need to actually make a purchase. In the last dozen visits I've still yet to ever be asked if I need any help by anyone other than the women in the clothing section. |
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Victory has slipped from the top spot in Pied Piper PSI Survey
