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Aftermarket

7 ways to plan your 2013 season P&A strategy

By Jennifer Robison

We are on the dawn of our 2013 selling season. In less than a month we’ll be in February, the official unofficial start of the street motorcycle business in most regions. Some of you may not think that, but the first warm sunny couple of days in late January through February, and the game is on! Why? Because football is ...

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Profit driven strategic merchandising: What will you do for 2013?

By Jennifer Robison

I get many dealers contacting me with an interest in improving their stores’ visual merchandising. These dealers may feel that their showrooms lack a spark to initiate frequent sales. For sure, a store’s physical appearance is key. Customers sense the space, and if it’s not attractive and laid out in a way that makes shopping easy and logical, they won’t ...

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Check your perceptions

By Steve Shankin

Perception is reality. It’s simple, and it’s fundamentally true — on a case-by-case basis. If you’re my customer, and if you believe that my products are great, then for all intents and purposes, they are. And if you think they’re terrible, then they are. If your customer thinks you provide great service, then you do. It’s true for lots of ...

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The only purpose of customer service

By Tim Calhoun

It is my belief that customer service is absolutely what differentiates bad companies, good companies and great companies over the long run. When customers contact your customer service department, they are reaching out to you and offering you a chance to either create or change the way they feel about your company. Unfortunately, in all too many cases, companies believe ...

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What exactly are you selling?

By Steve Shankin

It’s sure as heck not vehicles. You’re selling fun, adrenalin, freedom — or some other emotion or experience. Your customers don’t have a burning passion for owning a motorcycle, ATV, UTV, or whatever. They have a burning passion for riding, feeling the wind in their face, or the thrill of acceleration. Or maybe they want a UTV or ATV to ...

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My favorite products to make merchandising easy

By Jennifer Robison

The following are my favorite products to make merchandising easy: Mounting materials  One of the challenges to merchandising projects is installing and updating graphics and printed branded marketing materials in stores. Banners and posters are too often taped to walls and fixtures; they are generally done in a very unattractive way. The problem with shipping tape is it’s too tacky ...

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I’m feeling lucky today

By Steve Shankin

I’m feeling lucky today, despite being crammed in a tiny airplane seat in front of a woman wearing waaay too much perfume. I’m in the UTV business — and it’s a good business to be in. Most of the trade pubs, consultants and dealers would probably say it’s the best segment of the powersports business to be in. I certainly ...

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Managing the impact of down grading and sizing

By Tim Calhoun

This year is at best a trying one with the election, a still slow to recover economy and lending that still puts many of your potential customers outside staring at that bike they want. At these times it is may be tempting (or elemental) to reduce your service levels or simply put; offer less to your customers than you may ...

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Brick and mortar: don’t throw in the towel yet!

By Jennifer Robison

If you are attending powersports retailing seminars a lot these days, you are hearing more talk about Internet sales and online store and product promotion. I sense that we have some very Internet savvy powersports retailers (with strong brick and mortar stores), and we have powersports retailers who are not savvy and have minimal interest or skills with Internet and ...

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The big don’t always eat the little. The fast always eat the slow.

By Steve Shankin

Like most people, when I’m shopping for just about anything, I check the web and do some basic research first. If I don’t buy online, I’ll go into a local store armed with my new research, which is usually enough knowledge to make me a pain in the “butt” to the people in the store. If the store doesn’t have ...

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