Most dealership owners have figured out they need to sell their dealership to customers and not just sell the products carried by their dealership. On the other hand, the facts say that most salespeople are focused solely on selling a product and not the dealership. In fact, when we recently measured nationwide how often a motorcycle salesperson gave compelling reasons to buy from their dealership, we found that it happened only 34 percent of the time. Two times out of three there was no mention of why buying from this dealership was a better idea than buying somewhere else. The focus was solely on product.
What about the master technicians in your shop, the customer track days or dual sport rides, the trips to Moto GP races or Supercross tickets, or your wide-ranging accessories department? What makes your dealership different? If it's easy for you to answer that question, then it's probably also easy for a customer to choose your dealership over another one.
Encourage your salespeople to sell not only the product, but also their dealership, and the end result will be customers who choose to purchase based on your dealership's advantages rather than its price tags.