The secret weapons of thriving dealerships
This article was written by Simon Milestone and originally appeared in the December edition of Powersports Business.
In the powersports industry, two activities determine your dealership’s success: innovation and marketing. Many other tasks in your dealership can and should be delegated or outsourced where possible. As the owner, time is one of your most valuable resources, and how you use it directly affects the growth and profitability of your business.
By focusing your energy on high-impact activities like innovation and marketing, you’re investing in the future of your dealership. These areas require your strategic vision and creativity—things no one else can bring to your business.
Innovation and marketing are what separate thriving dealerships from those that merely survive, and your ability to lead in these areas will determine how well your business can compete, grow and succeed.
Innovation in your powersports dealership
When I say “innovation,” I’m not talking about reinventing the wheel. In fact, taking big risks with completely new ideas can often be expensive and time-consuming—especially in a highly competitive market like powersports.
Instead, focus on improving what’s already working. This could be adopting a unique sales process, offering flexible financing options or creating a more seamless online-to-showroom experience for customers.
In powersports, innovation could also mean standing out by offering value-added services such as enhanced service plans, personalized riding gear packages or delivering a superior customer experience from the test ride to after-sales service. For example, you might provide a hassle-free home delivery option or a customer loyalty program that builds long-term relationships.
Innovation is simply about differentiating yourself from competition. When customers come to your dealership, they should see that you’re offering something unique—whether it’s how the unit is presented, the way you deliver your service or even the kind of warranty or perks that come with it. It’s these elements that prevent you from competing solely on price, which is a race to the bottom no one wants to win.
Why marketing is your lifeline
No matter how great your inventory or customer service is, none of it will matter if your marketing falls short. History is full of examples of superior products that failed simply because no one knew about them, and the same applies to powersports. If no one is paying attention to your dealership, your units will stay parked on the lot.
I often hear dealers say, “We’ve got the best selection of ATVs, UTVs and motorcycles in the region,” or “We offer the most competitive financing packages in town.” While that is fantastic, I always follow up with the question, “When does a prospect find out you have the best inventory and financing?” Usually, the answer is, “Only after they’ve visited the dealership or made a purchase.”
That’s where marketing comes in. It’s your job to make sure potential customers know about your dealership before they even think of buying. Your marketing needs to make them believe that your dealership is the go-to place for all their powersports needs, from off-road adventures to weekend cruises.
Crafting your marketing plan
In powersports, a strong marketing plan is your roadmap. It tells you exactly what to do at each stage of the buyer’s journey, from the moment someone shows interest online to the point they step into your dealership or click “Buy Now.”
Whether it’s investing in digital advertising, showcasing customer reviews, running seasonal promotions or leveraging social media to highlight community events, a clear marketing strategy ensures you’re always one step ahead in connecting with your audience.
Innovate and market your way to success
Having a great selection of powersports vehicles is critical for keeping your customers happy, but to get them in the door, you need to be a marketing powerhouse. If you’re not already an excellent marketer, now’s the time to develop this crucial skill.
As a powersports dealer, your ability to focus on and excel in these two areas—innovation and marketing—will determine the trajectory of your business. By continuously improving your offerings and staying visible in the market, you ensure that your dealership not only survives but thrives in a competitive and ever-evolving industry.
Simon Milestone is the founder and president of Dealer Academy, an online community for growth-focused dealerships. He grew up in the exciting environment of a Powersports, Marine, Trailer, and OPE dealership. A business his family owned for 39 years.
