Andy’s Cycle Sales of Hazard
3904 N KY Highway 15
Bonnyman, KY 41719
Harry Watts, Jr.
Andy’s Cycle Sales of Hazard has been serving Eastern Kentucky since 1966. George “Andy” Anderson was the dealership’s original owner. It passed through another pair of hands before landing in Harry Watts Jr.’s in 2002. Watts runs the store with his general manager and right-hand man, Lee Hillman. Watts was a certified public accountant and professional motocrosser before buying the dealership, retiring from competition after the birth of his twins in 2000. Hillman also spent time in the professional motorcyclist circuit, competing in the American Motorcyclist Association’s Enduro and Reliability Trials series and WERA’s Sportsman series. Watts and Hillman are AMA Charter Life Members. The dealership had been located in a small community’s downtown, but Watts opted to move it to a more rural setting. Andy’s carries Honda and Yamaha products. New and used ATVs, motorcycles, scooters and utility vehicles can be found under the dealership’s 23,000 square feet, including storage. In addition to selling and servicing powersports vehicles, Andy’s sponsors a motorcycle stunt team called The Road Hazards and uses that avenue to reach children in a positive manner.
They say people make the world go around, and it’s no different at Andy’s Cycle Sales. Retaining well-qualified employees helps the dealership run smoothly, keeps customers happy and the revenue coming in. Retaining customers is also of utmost importance for Andy’s. “We are a destination store, so we want the transaction customer, but the relational customer is what’s fueled our growth,” Watts said.
Side-by-side vehicles have really taken off for the dealership, even though ATVs have traditionally had a strong hold on the area. Watts had originally anticipated customers trading in their ATVs to get utility vehicles, but that hasn’t been the case, he said. Instead, customers want both, not wanting to give up their ATV for a side-by-side.
CUSTOMER BUYING TRENDS
“Certainly [customers are] more educated, probably due to the Internet,” Watts said. “We don’t get people who come through the door and don’t know what they want. For the most part, people know what they’re looking for. We don’t have to introduce them to the product; we now have to sell them on why they should pick us.”
PARTS AND SERVICE
Dealership personnel try to keep things as fresh as possible with constantly updated parts, goods and accessory displays. The set-up is changed at least once a month, if not more often. This keeps customers interested and coming back to see what’s new, Watts said. “We want the first time they’ve ever heard something new or seen something new to be here,” Watts said, instead of in a magazine or at an event. Changing the displays often takes work, but it’s worth it to create more foot traffic, Watts said.
Andy’s uses the service department to prospect new unit customers. Adequately staffing the department and investing in better, faster and more economical equipment draws service customers from other dealerships, Watts said.
PROMOTIONAL HOME RUNS
Having a follow-up system in place can go a long way in customer retention. The first unit Andy’s Cycle Sales sold under Watts’ ownership had a follow-up program attached to it. Andy’s uses F.U.$.$. Follow-Up Sales Systems. “My family’s been in retail forever, and I understand the importance of being in touch with customers,” Watts said. “The days of people just coming back because they did once, that doesn’t happen any more.” The dealership places ads on the local CBS affiliate to garner new customers and keep Andy’s at the top of the minds of previous customers. The company also makes an effort to help out with charity events as it’s asked, from donations to manpower to organization.
WORDS OF ADVICE
“Talk less and listen more,” Watts said. “Your customers, they tell you [how you’re doing], positive or negative. A lot of times you have to ask a couple questions to really get what they’re trying to say. Anytime you can get input, they’ll tell you where you can improve.”
— Lisa Young
Andy’s Cycle Sales of Hazard – Bonnyman, KY – June 4, 2007