Waiting for the big one

Tim CalhounI think we are all guilty of waiting for “It.” From the movies we watch, the stories we read, the news we hear, “It” is all around us for most of our lives. It seems like (at least in my case) I have found myself falling into “Its” web despite knowing better. “It” is that breakthrough product, that new unit, that one sales strategy, that new employee, that new marketing plan that we think will reward us with the one big pay day. “It” will make our economic woes disappear, change the balance sheet, finally put us on the map, change the outcome of all future actions.

Of course, it almost never happens that way. “It” is made one customer at a time in our business. “It” is spread by mouth from rider to rider, and “It” succeeds through consistency and planning and executing and caring that your company or product delivers “It.”

The downside to this is that you can also lose “It” one customer, one bad experience and one unhappy rider to another at a time. This happens when the promise, whatever that may be, is not lived up to or delivered by you.

“It” is what you decide “It” will be. If you work towards “It,” “It” opens one door, one piece, one customer at a time, and while this is not as exciting news as who just won the lottery, it is the reality of our market. I thank goodness every day that this industry is still one where you can earn a place, a career and a reputation through hard work, great customer service and delivering great products because I will make that my “It.”

One at a time is a little lackluster and difficult to get enthusiastic about and does not make headlines, but it meets bottom lines. One rider at a time is how we win and how we lose in the powersports business.

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