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Presenters share insight at NC state dealer meeting

North Carolina Motorcycle Dealers Association’s Winter Meeting offers engagement

Without any significant development pertaining to powersports legislation coming through the state general assembly, the North Carolina Motorcycle Dealers Association’s Annual Winter Meeting was an educational affair. 

The member attendees were treated to a variety of valuable presentations from different representatives of NCMDA Associate Member companies. The presentations were highlighted by an appearance by Natasha Brooks, a sales marketing manager at Grant Cardone Training Technologies.

Over 60 people and 25 dealerships were represented at the meeting, which took place Jan. 27-28 at the Kimpton Cardinal Hotel in Winston-Salem, N.C. Brewer credits the high attendance to the Brooks’ presentation. 

“It was the best meeting I think we’ve ever had,” NCMDA President Chris Brewer told Powersports Business. “The dealers were really engaged, they were asking questions. With as many speakers as we had, I think they had a lot to offer members, about so much simple stuff that you just weren’t aware of.” 

Chris Brewer, president of the North Carolina Motorcycle Dealers Association, speaks during the member meeting in Winston-Salem. Photos by Lisa Brewer

After Friday night’s cocktail hour and networking that was attended by about half the member dealerships, the NCMDA kicked off the meeting Saturday morning with a Board of Director’s Meeting, followed by a formal address from Brewer. 

One of the important topics discussed in the general meeting was how to attract millennial consumers to the powersports industry. A key piece of legislation that would help bring newcomers to the sport — registration and titling for off-road vehicles — hasn’t seen any progress, according to NCDMA Executive Director Lisa Brewer. Brewer said that among other benefits, the implementation of this bill would bring in tax revenue that could build new trails and develop safety courses, both of which would help draw in millennials. As that bill has yet to be discussed in the State General Assembly since the NCMDA Summer Meeting, attention turned to how to attract a new generation of consumers through improved customer service. 

For many, the highlight of the presentations portion of the meeting was Brooks, the keynote speaker. The focal point of the highly anticipated presentation was how to initiate conversations and effectively follow up with customers. On both ends of the transaction, friendliness is key, in order to both lower any perceived barrier of entry and retain customer loyalty after the sale.

“She talked about the proper things to say to customers when they walk in the door, and keywords to avoid when you call customers after the fact,” Chris Brewer said. “Don’t use the word ‘follow up’ on the phone, keep it all personal. It really rejuvenated me.”

Brooks’ presentation led a handful of dealers at the meeting to follow up with her to sign on for Cardone’s sales training services, including Brewer himself, whose Brewer Cycles dealership has had success using their sales training in the past.

Another speaker who focused on the importance of the consumer experience was DHG Dealership’s Jeremy Jacobs. Jacobs, a finance columnist for Powersports Business, focused on the little things that dealers should do in the service department to establish loyalty from customers. 

Other presenters included Rider’s Advantage, Sharp Benefit Logistics, Federated Insurance, BUD’s Foundation, Sentry Insurance, Model Finance Company and RPM One, Powersports in Motion, Aegis Powersports and Dealer Track. 

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Many of the other presenters provided valuable information on simple but important things that dealerships should know, in order to avoid fines. Chris noted that things like fire safety training and protecting sensitive customer information are simple but crucial things that dealers received refreshers on.

In addition, the NCDMA continued its steady growth, which also contributed to the success of this year’s meeting. DHG Dealerships was one of several Associate Members to join NCDMA this year, along with Sentry Insurance, Aegis Powersports, Powersports InMotion, and Sharp benefit Logistics. Dealerships that joined this year were Honda of North Carolina, Hickory; Baker American Cycles, Fayetteville; and Sport Cycles, Rockingham. 

Jacobs sees a lot of value in belonging to the NCDMA to help promote the powersports industry and help dealerships improve their business.

“It’s a great group of people, there’s a lot of people there with a common goal in mind: to push the sport. They’re all competitors, but they’re all there with the same goal of keeping the overall industry healthy, which is good to see,” Jacobs said. 

Overall, attendees left the NCMDA meeting armed with information to help them improve customer relations and attract new business.

“We had a lot of good speakers there, and I’ve had several dealers reach out to me since the meeting telling me how much they learned,” Chris Brewer added. 

 

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