Pre-owned sales part of service attention

Customers build knowledge, relationships at service seminars

It’s easy to see that customers feel welcome at Simply Street Bikes in Eden Prairie, Minn. Their kids do, too.

Look no further than a recent un-winter-like December Saturday, when the dealership hosted a pair of well-attended seminars in the service and parts departments. Sure, 50 degrees in Minnesota meant some folks in attendance likely spotted motorcycles on the road as they made their way to the dealership. One twentysomething couple decided to bring their well-behaved infant, who barely caused a stir. Another dad brought his daughter, who was well beyond crying stage and thrilled to win a dealership shirt in a prize drawing at the end.

And while those youngsters might not be customers yet, the fact that they spent all or part of two hours in the dealership to learn about cleaning and lubricating chains, assessing sprockets, and making proper chain and belt tension adjustments bodes well for their prospects as future customers.

Even more, it lets their current customers — moms and dads, single guys and grandfathers were all part of the seminar crowd — know that their own families are part of the experience, too.

Sign here

It’s hard to miss the shiny white walls that are covered in customer-provided autographs upon walking into the showroom at Simply Street Bikes. Formerly known as Simply Sport Bikes, the dealership sells pre-owned motorcycles, and does a bang-up job in selling parts and accessories, now to both metric and V-twin riders alike. The floor-to-ceiling racks of tires, not to mention the recent addition of a second tire changer, provide a Wow! factor as well.

The customer autographs are yet another way for riders to connect with the dealership. Of course, with hundreds upon hundreds of autographs — with the name of the buyer and the bike getting prominence — it’s easy to see why buyers want to bring their friends to the shop to show off their artistry.

The showroom packed full of pre-owned bikes? That’s also an important part of the growth that will see walls knocked down once again in January to provide more space. The shop will move about 600 bikes this year alone, and typically keeps a stock of 180 bikes on the floor during the prime selling season.

On this day, seminar visitors were treated to a free lunch in the store from Jimmy John’s, complete with sandwich, chips and a drink. A handful of them were admiring the plentiful bike options after getting refueled between seminars. In addition to the shop shirt giveaway for the service seminar attendees, Bridgestone offered two tires in the parts seminar giveaway. The parts seminar covered the various tools and supplies needed to maintain the final drive, replacement parts and oils.

Service manager Matt Johnson appreciates that the store’s customers choose the store for pre-owned bike purchases — the first bike purchase ever for many of them — and later return for service needs. The store’s pre-owned lineup is both impressive and the largest in the state. Customers seeking a Honda CBR600RR, for instance, have plenty of choices, with models available for each year from 2004-09. The cruiser options are equally abundant and familiar.

“There are some sport bikes that we’ve sold for a fifth time,” said Johnson, who was the first hire by Simply Street Bikes owner Brian Cox in 2008 after having sold his own nearby service shop (“When I was hired, back here in service it was me, my tool box and one lift.”). “Some of the smaller bikes come in time after time. A guy will buy it then he’s ready for something bigger. The next guy does the same thing and on and on.”

From sport bikes to sport tourers to cruisers, the pre-owned variety has something for all types of street riders. Eight bike lifts in the service department (six techs are on staff during the peak season) and the two tire machines bring a growing service clientele. A fully stocked parts department keeps those helmet, apparel and hard parts sales in-house also.

It’s all part of building a supreme customer service experience for the pre-owned buyer. The seminar series — the second of the year — is yet another “touch” that leads to eventual bike, parts and service sales. Johnson, who grew up in his dad’s shop and previously did inspections for SSB’s bikes, provided attendees with a highly informative presentation. Chain cleaning and lubing, adjustments, sprocket wear and maintenance intervals for all were only part of Johnson’s presentation.

“The seminars really are about trying to inform the customers as best we can,” Johnson said. “These are maintenance things that they need to be aware of. I’d rather have them come in and spend their money on a set of tires than because they’ve been able to maintain their bike properly. We want them to take care of their bikes before something escalates into an ‘Oh [crap]!’ issue. Let’s show you how not to get to that point.”

And that type of rapport builds trust and confidence that is hard to match.