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Wanted: More customers in the offseason

By By Liz Keener

Salesman launches his own Facebook page to attract sales

Though Kenny Enloe has sold more than 800 bikes in his first four years as a Harley-Davidson salesman, he’s not one to live with status quo. Instead, Enloe has been pushing to increase his offseason sales with his own Facebook page.

Enloe, an assistant sales manager at Cowboy Harley-Davidson of Beaumont in Texas, launched his “Kenny at Cowboy Harley” Facebook business page in April 2014.

In just under a year, assistant sales manager Kenny Enloe of Cowboy Harley-Davidson Beaumont in Texas has gained more than 1,460 Facebook likes on his “Kenny at Cowboy Harley” business page.

In just under a year, assistant sales manager Kenny Enloe of Cowboy Harley-Davidson Beaumont in Texas has gained more than 1,460 Facebook likes on his “Kenny at Cowboy Harley” business page.

“Our store has its own page, and the customers are always wanting their photos posted after they buy a bike. I saw how many people were responding and commenting on the customers’ photos on that page,” Enloe said, explaining what led to him starting his own page.

After nearly a year of managing the page and a few months of using Facebook ads, Enloe is seeing big returns on his efforts. He doesn’t know exactly how many bikes he has sold as a direct result of having his own Facebook business page, but during one week in January, he was working on three deals that came from the site.

“It’s hard to do in the busy season, but in the slow season, it definitely helps,” Enloe told Powersports Business.

By late January, Enloe had accrued more than 1,040 likes on his Facebook page, but he decided he wanted more, so his message could reach potential customers all over the local area. He started using Facebook mobile ads, and in 48 hours, his likes jumped by nearly 50. By mid-March, his page had more than 1,460 likes.

“It just went viral, that’s why I’ve been so busy. My cell phone has not stopped going off,” Enloe said in late January, two days after his first Facebook ad ran.

Enloe spends $30 per day on Facebook advertising, targeting men ages 21-62 all over the Houston area; he specifically targets those in that demographic who are fans of Harley-Davidson, the Dallas Cowboys, the New Orleans Saints and the Texas Rangers.

“Everybody that I know that rides a Harley is a football fan,” he said.

At $30 per day, his personal advertising costs add up to about $900 per month, but Enloe points out that he only needs to sell two moderately priced bikes or one big-dollar bike like a Screaming Eagle per month to cover those costs.

Photos of Kenny Enloe, his recent customers and their bikes are among the posts most frequently seen on the “Kenny at Cowboy Harley” Facebook page.

Photos of Kenny Enloe, his recent customers and their bikes are among the posts most frequently seen on the “Kenny at Cowboy Harley” Facebook page.

Currently, he’s posting a few times per week, though he admits that will slow down during peak season. Most frequently he posts photos of himself with his customers and their new bikes, but he also posts bikes for sale and information about local motorcycle events.

“You post things that people buy — Road Glides, Street Glides, Screaming Eagles, nice used bikes. You post things that people like, and the interaction goes up,” he said.

Each of his posts from March 3-12 garnered at least two likes, with a few earning double-digit thumbs-up. A recent photo of a bike on Cowboy Harley-Davidson Beaumont’s showroom floor had 88 likes, six customer comments and three shares. Enloe also posts his cell phone number within the page’s About section and on posts with bikes for sale, so potential customers can contact him offline as well.

“If you’re not putting yourself out there in front of customers, they’re not going to know you’re there,” he said about his Facebook page.

Enloe’s goal is to surpass Cowboy Harley-Davidson Beaumont’s 5,550-plus fans. He also wants to show the salespeople at the dealership how having their own Facebook pages could pay off as his has.

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