Turn shoppers into buyers

swadminJune 24, 2009

A national retail benchmarking survey has revealed what motorcycle dealerships are doing well and where they could improve in their sales tactics. And attendees of the Powersports Business Conference & Expo will learn first-hand, the key findings of the study when Fran O’Hagan, president of the California-based company presents on the topic.
O’Hagan’s company annually compiles the Pied Piper Prospect Satisfaction Index, which measures dozens of retail sales practices for a number of OEMs, including Honda and Ducati. The survey found a number of compelling items, including:

Two-thirds of the time salespeople sell only the product and make no effort to provide reasons to buy from their dealership;

One-fourth of the time salespeople don’t bother to encourage a shopper to sit on a bike;

Half of the time salespeople make no effort to ask for the sale;

Half of the time salespeople make no effort to obtain contact information
In a quest to aid sales departments to turn more shoppers into buyers, O’Hagan also will identify what specific retail practices high-performing dealerships do better than their counterparts. He also will identify which dealer networks, by brand, have dramatically improved their sales effectiveness over the past few years, and which ones have not.
To learn more how to turn more shoppers into buyers, make plans to attend the Powersports Business Conference & Expo. Under the theme of “Profit Xcelerator,” the two-day training event will be held Monday and Tuesday, Aug. 31 and Sept. 1, in Indianapolis. It will follow the Indianapolis MotoGP, an event that drew more than 90,000 motorcycle racing fans in 2008 in addition to a large dealer audience.
Profit Xcelerator will feature seminars from O’Hagan and other leading training consultants and industry expert. Each day, two tracks of seminars will touch on a number of key dealership profit centers, including parts and accessories, pre-owned units, service department and new unit sales.
Industry leaders and dealers also will be featured on panels that will explore several timely issues, including e-commerce and marketing.
The Powersports Business Conference and Expo also will include nearly 14,000 square feet of exhibition space for leading industry suppliers.

PSBCE Theme 2009
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