u Off-Road Gear Guide u Wheel Product Focus u Dealer Management Systems
September 2012 VOL. 38 NO. 9
4 September 2012 motorcyclepowersportsnews.com
TABLE OF
Contents
The Power of Innovation ...............................................................................................6The Road Ahead by Colleen Brousil
July 2012 F&I Department Performance.....................................8Best Operators Club by Steve Jones
Powersports Values Hold Steady ...........................................................10Black Book Market Watch by Ricky Beggs
Increase for F&I RBI ........................................................................................................12Finance & Insurance by D.J. Stringer
Pilot Screw Adjustment.............................................................................................14Tech Tips by Cyclepedia Press
How To Reduce The Risk Of Legal Action ............................18The Service Manager by C.R. Gittere
Social Media Marketing .................................................................................................20Web Savvy by Heather Blessington
Nine Skills Imperative for Your Sales Success ...........22Peak Dealership Performance by Mark Rodgers
Yamaha Reveals Familiar Line For 2013 .................................26PWC Update
DFW Honda........................................................................................................................................28Destination Dealership by Margie Siegal
Dealer Management System ReviewTwelve Things to ConsiderWhen Selecting a Provider
ON THE COVER
Buell has raced back into themarketplace with programs
designed with dealers in mind.
September 2012 Volume 38 Number 9– – – – – – – – – – – – – – – – –
motorcyclepowersportsnews.com
EDITORIAL
Editor – Colleen [email protected]
Associate Editor – Gina [email protected]
Senior Editor – Brendan [email protected]
ART
Sr. Graphic Designer – Tammy [email protected]
Columnists & ContributorsRicky BeggsHeather BlessingtonC.R. GittereSteve JonesMark RodgersMargie SiegalD. J. Stringer
ADVERTISING SERVICES
Advertising Services Director – Cindy [email protected] (330) 670-1234 ext. 209
CIRCULATION SERVICES
Circulation Manager – Pat [email protected] (330) 670-1234, ext. 276
Circulation Specialist – Star Mackey [email protected] (330) 670-1234, ext. 242
Product Focus
Wheels & Deals ................................................ 36Take These Fresh Looks for a Spin
Essentials: Off-Road Gear ........44Four Sporty Styles
30
Buell Racing ExpandsErik Is Back and BetterThan EverBY ROBIN HARTFIEL
32
Dealership Operations
6 September 2012 motorcyclepowersportsnews.com
It has been anything but business as usual in the last few years. The
economy has forced many powersports dealers and manufacturers to
shut their doors, but the smart ones have embraced change.
In August, MPN associate publisher Dean Kelly and I had the pleasure
of visiting S&S Cycle, and this nimble manufacturer is a prime example
that innovation and reinvention can build success out of hard times.
A decade ago, S&S Cycle thrived on its custom V-Twin engine busi-
ness. The custom V-Twin bike builders commanded crazy sums of cash
for unique bike builds, and the S&S powerplants were at the heart of
many of these amazing bikes.
With the crash of the economy, the custom market took a significant
hit, forcing S&S to get creative in order to stay in business. And while lay-
offs were inevitable, the manufacturer avoided closure by adjusting its
business model.
As we visited the S&S facility in Viola, Wis., last month, we did see
plenty of S&S’s signature engines in various stages of production, but we
also got the opportunity to learn a little more about the aftermarket ac-
cessory upgrades that are core to the company’s success moving for-
ward. By hitting a lower price point, S&S is able to capitalize on riders’
desire for more show and more go without the premium price tag.
S&S is a prime example of a business that’s doing it right. Instead of
attempting to ride out the dip in the economy doing the same old, same
old, they’ve reinvented themselves to stay afloat and grow.
Is the same old thing working for your shop? While business as usual
may be keeping your doors open, is it building your business? If not, MPN
is here to help. Our crew of top columnists dishes out a hefty helping of
advice every month designed to help you maximize the performance of
your shop. Miss an issue? We archive all of our columns online at
www.motorcyclepowersportsnews.com. Log on, read up and let us know
how you’ve reinvented your dealership for success.
Colleen Brousil is the editor of MPN. Her monthly column “The Road
Ahead” explores issues facing dealers across the country.
The Power of Innovation
By Colleen Brousil
AHEADTHERoad
ADVERTISING SALES
Publisher
Greg [email protected] (330) 670-1234 ext. 203
Associate PublisherDean Kelly
[email protected] (608) 523-4271
Sean [email protected] (330) 670-1234, ext. 206
DISPLAY ADVERTSING SALES
Roberto Almenar [email protected](330) 670-1234, ext. 233
Doug Basford [email protected] (330) 670-1234, ext. 255
Dean Martin [email protected] (330) 670-1234, ext. 225
Jim Merle [email protected] (330) 670-1234, ext. 280
Glenn Warner [email protected]
(330) 670-1234, ext. 212
Dave Wooldridge
(330) 670-1234, ext. 214
John Zick [email protected] (949) 756-8835
Don Hemming [email protected] (330) 670-1234, ext. 286
CLASSIFIED ADVERTSING SALES
Karen Kaim [email protected] (330) 670-1234, ext. 295
AFTERMARKET MEDIA NETWORK
Babcox Media Headquarters3550 Embassy ParkwayAkron, Ohio 44333(330) 670-1234 Fax (330) 670-0874
Babcox Media California18004 Skypark Circle, Suite 260Irvine, CA 92614(949) 756-8835 Fax (949) 756-8836
CORPORATEBill Babcox, President
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Copyright 2012Babcox Media, Inc.
MPN (ISSN 0164-8349) is published monthly by BabcoxMedia, Inc., 3550 Embassy Parkway, Akron, OH 44333U.S.A. Phone (330) 670-1234, Fax (330) 670-0874. Periodi-cal postage paid at Akron, OH 44333 and additional mail-ing offices. POSTMASTER: Send address changes toMPN, P.O. Box 13260, Akron, OH 44334-8660. A limitednumber of complimentary subscriptions are available toindividuals who meet the qualification requirements. Call(330) 670-1234, Ext. 242, to speak to a subscription serv-ices representative. Paid Subscriptions are available fornon-qualified subscribers at the following rates: U.S.:$69 for one year. (OH residents add 5.75% sales tax)Canada/Mexico: $89 for one year. Canadian rates includeGST. Other foreign rates: $129 for one year. Payable inadvance in U.S. funds. Mail payment to MPN - Circulation,P.O. Box 75692, Cleveland, OH 44101-4755. Visa, Master-Card or American Express accepted
Ialways like to include a snapshot of
some pertinent numbers for the over-
all store. This helps set the stage for
the individual department data.
The total store stats show us that the
top five dealers did just over 8.4 million in
total sales, while the average dealer for
both this group and the national norm
dealers sold around 5 million through the
end of July.
Total store sales dollars are continuing
to increase compared with last year.
Overall, the powersports business is still
showing steady growth. However, the top
five dealers are absolutely on the gas —
they increased by more than 40 percent
as compared with 2011.
Gross margins are holding steady, but
could be a bit stronger for the group and
the national norm dealers. Logged work-
ing contacts are increasing at a good rate
as dealers continue to focus on their cus-
tomer logs.
Note that F&I contributed close to 12
percent to the overall store gross profit
for the national norm dealers and almost
By Steve Jones
JULY 2012 F&I DEPARTMENTPERFORMANCE
BESTOperators
CLUB
CHART 1GROUP TOP 5 NATIONALNORM AVG. NORM
Total Store Sales YTD (millions) 5.0 8.4 5.1
TS Sales $$ % of Chg from PY 17.2% 40.8% 13.4%
Total Store Gross Margin % 24.2% 27.5% 23.9%
Gross Margin % for Prior Year 24.4% 27.8% 24.4%
Contribution to Gross Profit: F&I 11.4% 14.8% 11.8%
Logged Wrkg Contacts % of Chg from PY 28.7% 89.8% 23.2%
Financed Deals % of Chg from PY 25% 67.7% 29.7%
Cost per Door Swing $26.60 $41.98 $24.85
CHART 2GROUP NATIONALNORM TBOC NORM
Finance GP % of Chg from Prior Yr 33.6% 102.6% 25.2%
Personnel Exp as a % of DGP$ 22.6% 9.0% 21.0%
Gross Profit $ PVS $257 $392 $265
Gross Profit $ PVF $679 $990 $675
Finance Penetration 52.2% 63.4% 52.8%
Service Contract Penetration 31.9% 41.9% 31.9%
Prepaid Maint. Penetration 5.3% 15.9% 4.1%
Financed with GAP 11.8% 23.9% 12.4%
Aver # of Cust-Facing Staff, YTD 1.05 1.5 1.02
GP $ per F&I Employee, YTD $134,063 $221,521 $138,987
Total Store Stats
Finance & Insurance Department
8 September 2012 motorcyclepowersportsnews.com
15 percent for the top five. Financed
deals are up significantly over 2011, re-
flecting better financing availability and
(probably) some consumer credit im-
provements as well.
As you can see in chart 2, gross profit
is up nicely in the F&I department for
most dealers. The top five are up a stag-
gering 103 percent! Given that our F&I
classes have been full, and we are doing
quite a bit of on-site F&I training as well,
I suspect training is a big part of the rea-
son. Another factor is the low personnel
expense for the top five. They are produc-
ing considerably more gross profit in-
come per employee in this department.
Even though they are larger than the na-
tional norm or group average dealers in
revenue and sales volume, they are only
averaging 1.5 people in their F&I depart-
ment. Wow. Do you suppose this might
indicate that they have people with more
skills and better training?
The result of their effort really shows
up when you look at the gross profit per
vehicle sold (PVS) and per vehicle fi-
nanced (PVF). How does your dealership
compare with either of these numbers?
How about compared with the finance
penetration numbers? Remember, your
ability to get them financed is vital to get-
ting add-on F&I and accessories sales. If
you aren’t making it happen in your F&I
department, you need to ask yourself,
“Why not?” Simple formula: Do what it
takes to get it fixed and your profits will
go up.
The gross profit per employee number
is a measurement that levels the field for
all sizes of dealers. This is where the
rubber meets the road. How much gross
profit is your staff making for your deal-
ership?
Dive into the numbers for the F&I de-
partment in your dealership. How do they
compare? If there are areas that need
improvement, develop a list of actions to
be taken in order of priority. Include tar-
get dates for completion and the name of
the person responsible. Hold that person
accountable.
Have questions? Feel free to contact
me for information, explanation or to dis-
cuss how GSA can help you grow your
business profitably. t
Steve Jones, GSA senior projects man-
ager, outlines dealerships’ best business
practices to boost margins, increase prof-
itability and retain employees. His monthly
column recaps critical measurements used
by the leading 20-group dealers. GSA is
recognized as the industry’s No. 1 authority
on dealer profitability.
Access to the new Voyager 5 data re-
porting and analysis system is available to
any dealership for a nominal fee.
For more information on GSA’s data re-
porting system, dealer 20-groups, on-site
consulting or training, email steve@gart-
sutton.com or visit www.gartsutton.com.
motorcyclepowersportsnews.com September 2012 9
By Ricky Beggs
Values in the powersports market are
holding steady this month. Normally dur-
ing June and July we see the beginnings
of a drop-off in values that accelerates as
the summer winds down. The declines in
value started a little earlier than usual
this year and were a little larger than
usual as well.
Perhaps compensating for that, prices
have remained mostly
stable this month. While the
overall trend for most motorcy-
cles and non-watercraft vehicles
is still downward, the values
have declined only marginally
this time around.
The decreases are well under
1 percent for most late model
units, as you can see from the
segment averages in the on-
screen chart/graph.
Watercraft and jet boats have actu-
ally gone up somewhat this month.
The extremely hot weather in much of
the country appears to have increased
demand for these types of vehicles that
can be used on the water to cool off.
July and August normally see sub-
stantial drops in value
for the personal water-
Powersports Values Hold Steady
MarketWatchBlack Book
Percent July August Change
ATV $3,729 $3,715 .37%Cruiser $8,896 $8,831 .73%Jet Boat $19,782 $19,953 .86%Off Road $2,421 $2,410 .44%On/Off Road $5,201 $5,181 .38%Scooter $1,973 $1,967 .32%Snowmobile $4,221 $4,306 2.02%Street $7,234 $7,224 .13%Utility $6,727 $6,704 .34%Watercraft $5,966 $6,018 .88%Av
era
ge
Us
ed
Va
lue
s
May To June Used Unit Value Change
10 September 2012 motorcycleproductnews.com
ATV Cruiser Jet Boats Off Road On/Off Road Scooter Snowmobile Street Utility Watercraft
craft segment, but we have not seen
that yet from our auction reports. Make
sure you keep an eye on both the
weather and your local market to as-
sess demand for these seasonal units
as their prices will peak soon, if they
haven’t already.
The domestic V-Twin segment,
which saw minimal losses last month,
appears to have caught up with the
overall downward market trend this
time around. Prices for this segment
have declined more than those for
most metric cruisers, as well as the
overall street segment.
The declines are not huge, but do
average almost a full percentage point
more than the drops in value for other
classes of street bikes. Combined with
last month, this does bring their two-
month price performance back in line
with overall market trends. t
12 September 2012 motorcyclepowersportsnews.com
When you ask a
top-shelf F&I
manager how
many swings they
take when trying to sell an ex-
tended service contract, they
will usually respond, “As many
as it takes.” Ask a mediocre
player, and they’ll usually say
two or three.
How many swings do you
take? This is not baseball. The
only way to strike out is to
stop trying!
There are at least five basic
swings available to an F&I
Manager when selling an ex-
tended service contract to a
customer. Let’s take a look at
these five key plays.
The Menu Swing
The Menu Swing should al-
ways be your first attempt.
During the menu presentation
of the benefits that are avail-
able to the customer at the
time of sale, we have the first
opportunity to offer the cus-
tomer the option to say yes.
Using a menu to offer the
product also allows the F&I
manager to be compliant with
the 300 percent rule and have
written evidence of compli-
ance. Most of successful F&I
professionals interviewed ex-
pressed the importance of
making the explanation of
benefits of the product very
basic on the first pass on the
menu. They stress the impor-
tance of retaining the power of
the ancillary benefits for the
second swing.
The Ancillaries Swing
Most Extended Service Con-
tracts include a list of ancil-
lary benefits that add value to
the product over and above
the parts and labor benefit for
mechanical failure. Some of
the benefits often include a
towing benefit, trip interrup-
tion and rental vehicle benefit.
A picture can be painted of a
scenario that puts the cus-
tomer in a vulnerable situa-
tion so that they can see the
need for the product. This
swing requires the F&I man-
ager to be very familiar with
the features of each available
benefit and the limits of each.
The Horror Story Swing
The third opportunity to hear
“yes” comes when we take
The Horror Story Swing. This
swing requires some finesse
and documentation. The fi-
nesse is in the F&I manager’s
ability to tell a story that
paints a picture for the cus-
tomer and is 100 percent true.
If the dealership has been
selling or servicing extended
service agreements, there
have been some claims and
therefore some good stories
to back up the claim for the
customer’s need of an ex-
tended service contract. The
next requirement for this
swing to be effective is docu-
mentation. The F&I manager
needs to have current work
orders that correspond with
and give legitimacy to the hor-
ror story. Most successful F&I
managers have “evidence
binders” that include several
different work orders and
copies of paid claims as well
as work orders for similar
claims that were not covered
and therefore customer paid.
This is a very powerful swing
in the hands of a good batter.
The Reduce to Ridiculous
Swing
The Reduce to Ridiculous
Swing is simple but important
to use because it can put the
cost of peace of mind in per-
spective for the customer. By
dividing the cost of the war-
ranty over the months, days or
even hours of the loan term or
ownership period, it seems
ridiculous to not take advan-
tage of all the benefits and the
peace of mind that an ex-
tended service contract
brings.
The Budget Close & The 99
Percent Close
When it comes right down to
it, every objection a customer
could offer as to why they do
not want to take advantage of
the benefits and peace of
mind that comes with an ex-
tended service contract can
eventually be reduced to cost
or value. Either the customer
does not budget for it or they
have not seen the value. The
A-player F&I manager always
has a logical path to take the
customer down for either sit-
uation. The Budget Close and
the 99 Percent Close are ex-
amples often used. The cus-
tomer is shown that the
logical conclusion is to take
advantage of the benefits of-
fered. Who wants to be illogi-
cal? The customer has now
had five simple and logical op-
portunities to say, “Yes.”
There are other swings
that can be taken, but these
are five easy swings for any-
one to master. The order is
important as each swing
builds upon the last and takes
the customer down a logical
path. The successful F&I Man-
agers will all tell you it takes
more than three swings to be
a pro player in this game. t
RPMOne is a leading provider of
F&I products and dealer devel-
opment services dedicated to
serving the powersports mar-
ket. Due to its comprehensive
experience with dealerships,
lenders and insurance compa-
nies, RPMOne has created top-
tier F&I programs, Web-based
tools, training programs, and
sales and marketing systems to
meet the unique demands of the
industry. RPMOne’s mission is
to increase client profit to its
fullest potential.
By D.J. Stringer
Increase for F&I RBIKeep Swinging For Success
Finance&Insurance
Carburetors control the amount of air
and fuel entering the engine to pro-
vide the correct mixture for com-
bustion. To do this over a wide
operating range, multiple fuel circuits are
employed.
At idle and low throttle openings, the
pilot, or slow fuel circuit, plays the most
important role in fueling. As the throttle is
opened, the carburetor transitions to the
needle jet and jet needle circuit for mid-
range responsibilities, and the main jet
for top end fueling. This is
why a carburetor may run
fine at one throttle position
and poorly in another.
The fuel circuits do over-
lap, but for the most part they
can be adjusted individually.
Changing the main jet size will
adjust the top end of the oper-
ating range from half to full
throttle. Adjusting the needle jet
Pilot Screw AdjustmentBy Cyclepedia Press LLC
TipsTECH
The pilot screw works in conjunction with the pilot jet
14 September 2012 motorcyclepowersportsnews.com
size, jet needle and needle clip position
will affect the mid-range operation. This
leaves the pilot jet size and the pilot
screw for the idle and low throttle condi-
tions.
Pilot screws are preset from the fac-
tory and should only be adjusted under
necessary circumstances. The screw may
have a limiter cap or plug installed over it
to prevent adjustment. The caps are often
held on by Loctite and may need to be
heated with a heat gun to be removed.
Remember what you are working with —
there may still be small amounts of fuel
in the carburetor. Do not use a torch and
take care to avoid accidental combustion.
When removing a plug, you must be
absolutely sure of its location or you can
ruin a carburetor. Consult the service
manual for proper instructions. Drill into
the plug using a drill stop so you don’t go
overboard and hit the adjusting screw.
Thread in a self-tapping screw and pull
out the plug.
To turn the screw, a special wrench
may be required. Also, the carburetor
must be mounted in place when adjusting
the screw. If you can’t get to the screw
with normal tools, a flexible or 90 degree
driver may be needed.
Before removing a pilot screw, turn it
all the way in until it lightly bottoms out.
Do not force it in as it can be easily dam-
aged. Count the number of turns it takes
to bottom out the screw and record this
number. If the manufacturer doesn’t pro-
vide a standard setting or the carburetor
has been specifically tuned, this number
will be all you have to work from.
Remove the pilot screw and its related
components. Most have a spring, washer
and O-ring. Discard the O-ring and re-
motorcyclepowersportsnews.com September 2012 15
A special tool may be needed toturn the pilot screw Be careful when removing a
plug or cap
16 September 2012 motorcyclepowersportsnews.com
place it with a new item
on assembly after the
carburetor has been
cleaned. Assemble the
carburetor and return
the pilot screw to its
original position or the
specified number of turns
out given by the manufac-
turer. Install the carbure-
tor to the vehicle and
prepare the vehicle to run.
Check the service manual for specific
pilot screw adjustment procedures. Start
the engine and warm it up to normal op-
erating conditions. Connect a tachometer.
Adjust the idle to the required specifica-
tion. Generally, the pilot screw adjust-
ment procedure involves turning the pilot
screw in or out in small increments until
the idle climbs as high as it will go. Re-
turn the idle to specification with the idle
adjuster. There may be additional specific
instructions calling for an adjustment of
the pilot screw based on additional turns
and/or RPM change.
Repeat the procedure as needed to
make sure you end up with a bike that
idles correctly. When you are done, install
a new plug or cap as indicated in the
service manual. t
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Our time and money-saving, online manu-
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device-friendly and easy to use. Browse
the full library at: WWW.CYCLEPEDIA.COM
or call 828-645-0017.
Most pilot screws have a spr
ing,
washer, and O-ring
18 September 2012 motorcyclepowersportsnews.com
America is becoming a more liti-
gious society, and shops need to
be aware of this all day, every
day. Every employee needs to
know that if their work isn’t conducted
properly and thoroughly, your shop could
find itself in hot water. Here are 11 ways
to reduce your risk of litigation.
Start with the proper check-in procedure.
Make sure that both the customer and
the department know what condition the
unit is in when it shows up at the front
door. This will keep the shop safe if the
customer makes accusations about
scratches and dings.
Record mileage or hours. This way if
something happens on the road, you can
know exactly how far the unit went before
the problem occurred. This can help re-
duce the chance of mechanical issues
coming back to bite you. I have seen
many customers claim they hadn’t ridden
their bike at all since the last service. In
one example when we checked the serv-
ice history, it had been 7,000 miles.
Use a standard vehicle inspection list.
Every vehicle should get inspected every
time it comes in for a repair. Even if the
state inspection is not due, your techs
should be looking over the unit and look-
ing for the upsell.
Use a vehicle “not safe to operate” stamp.
If the customer does not want to perform
a service that is recommended for safety
concerns, stamp the RO “vehicle not safe
to operate” and make the customer initial
the repair order next to the stamp. An ex-
ample of a situation to employ this tactic is
if the customer’s unit has leaky fork seals.
Many times, a customer does not want to
get these fixed, but the oil can leak on the
brake pads and reduce friction. If this hap-
pens and the customer crashes, they can
try to come back to you and claim they
were unaware of the problem. A good
basic rule of thumb for determining when
to use the stamp: if the unit won’t pass
state inspection when it leaves your facil-
ity, it is not safe to operate.
Keep all closed out repair orders. It is im-
portant to keep all closed out repair or-
ders for a minimum of three years;
however I prefer to keep the records on
hand for seven years. Make sure you keep
all the technician notes as well. This will
help if something gets brought up in
court.
Always inform your customer about
everything, every time. Make them sign
off on not performing recommended serv-
ice. Your shop should have a form for the
customer to initial service work that has
been declined. This will help if the cus-
tomer comes back and implies you did not
tell them about a recommended repair.
Get a deposit. If the cost of the repair is
going to exceed more than 30 percent of
the retail value of the vehicle, a 100 per-
cent deposit should be required before re-
pairs begin. This will reduce the chance of
the customer abandoning the unit. This is
really critical when it comes to dealing
with older ATVs and watercraft.
MANAGERService
By C.R. Gittere
Risk ManagementHow-To Reduce The Risk Of Legal Action
THE
motorcyclepowersportsnews.com September 2012 19
Safety comes first. Make sure
all your lifts are up to snuff
and are big enough to hold the
units you are servicing. UTVs
are getting bigger every year.
Make sure your technicians
have a way to work on them
safely and efficiently.
Cages aren’t just for ham-
sters. Over the last several
years, I have seen several off-
brand ATV tires explode while
the technician was trying to
bead them up. Each facility
should have a tire cage to
keep the technicians safe
against exploding tires.
Double check your new unit
build quality. I have seen new
units come from the factory
with loose nuts and bolts on
them that are not on the in-
stall list. If you can put a
wrench on it, check it!
Inspect your insurance. Just
because you have shop insur-
ance doesn’t mean it includes
everything that you do. Poli-
cies are changing all the time.
Make sure your insurance
covers additions and modifica-
tions to units. I have seen sev-
eral insurance companies
drop policies because they
consider an exhaust install or
rear set install modifying the
vehicle. t
C.R. Gittere and the Service
Manager Pro team specialize in
service department efficiency,
elevating customer service and
increasing department prof-
itability. His monthly column fo-
cuses on best practices and
unique ways to get the most out
of your service department.
More information about Service-
Manager Pro can be found at
www.servicemanagerpro.com.
20 September 2012 motorcyclepowersportsnews.com
Social media market-
ing as a whole has
moved far beyond
posting a picture to
Facebook or plopping some
random promo on Twitter.
These channels are solid, re-
spected marketing and ad-
vertising machines. This is a
proven fact, and all forms of
digital media deliver reports
to measure ROI. So it’s time
to stop questioning whether
or not social media is here to
stay (I can’t believe people
still ask me this question!). I
think it is safe to say we are,
as a culture, in it deep
enough that our social per-
sonalities and lifestyles are
not going away.
I want you to start think-
ing about the true advertising
opportunities that present
themselves through social
media. I know, I know, you
were taught that social
media is a community, a sa-
cred place not appropriate
for advertising, you can’t just
barge in and blast your pro-
motions in with a blow horn
(yes, I said these words my-
self). But we have evolved,
naturally, to the reality that
these sites present great op-
portunity to reach eyeballs,
and more importantly, social
sites need to make money to
survive.
Take Facebook as the per-
fect example of a highly re-
garded social media network
that looked forward to a
grand IPO earlier this year,
only to fall flat on its face be-
cause it didn’t have a rev-
enue-generating business
model — at least not a real
one, positioned to satisfy
Wall Street. This is not to say
that participating in social
media channels is no longer
social — it’s just stating the
reality that tossing in some
shameless self-promotion is
not a deadly sin anymore.
Google+, Twitter, YouTube
and the gang are all in the
same boat. Money is the
name of the game, it always
has been and it always will
be. This, my friend, presents
great opportunity for you as a
business owner, so let me
help you wade through all the
noise to get focused on mak-
ing a social media advertising
model that will work for you.
Determine Marketing
Objectives
The first question I always
ask clients is, “What are your
marketing objectives?” Gen-
erally, I get a blank stare, a
nervous smile or a quick few
words of pure honesty like,
“No clue.” Good answer, well,
kinda. This tells me we have a
clean slate to start with, but it
also tells me your head is not
in the marketing game, and
we’ve got some work to do.
You’re probably thinking,
“How can I think about mar-
keting when I am in the weeds
all day putting out fires and
focused on sales, inventory,
budget, staffing and a fistful of
other more pressing issues?”
It’s time to make market-
ing a pressing issue. Market-
ing drives your business.
SAVVYWeb
By Heather Blessington
Social Media MarketingStep It Up To Stay Relevant
LinkedIn: Best Social Network forLead Generation
.69% .77%
2.74%3.00%
2.50%
2.00%
1.50%
1.00%
0.50%
0.00%
Twitter Facebook LinkedIn
Vis
it-to
-Lea
d C
onve
rsio
n R
ate
This study by HubSpot.com included 5,198 B2B and B2C businesses.
motorcyclepowersportsnews.com September 2012 21
Marketing creates your brand image.
Marketing dictates your reputation in the
marketplace. Marketing is not something
to be taken lightly, so let’s move it on up
to the top of the totem pole of priorities
(and please, don’t place your marketing
in the hands of some low-paid intern be-
cause you’re cheap).
For help defining your objectives, visit
MPN online for a Marketing Action Plan
designed specifically for powersports deal-
ers.
Advertising Opportunities
Once you have defined objectives, we
need to take a look at what marketing ini-
tiatives you’ve tried in the past, what
worked, what failed and why. These are
all clues to tell us what direction to head
in when it comes to social media adver-
tising. For example, if a dealer tells me
that service specials have always brought
in foot traffic when ads ran in print cam-
paigns, this makes it a no-brainer to try
something similar on Facebook.
Facebook: Facebook ads have tremen-
dous reach in comparison to most news-
paper or magazines, and targeting for
your specific demographic is unreal. We
can literally pinpoint a city or county, then
narrow down the target by gender, age,
education level, and most importantly,
categories of interest. A Facebook-tar-
geted audience is composed of users who
are most likely to click and convert to
sale. Another advertising opportunity to
check out is Facebook Offers (similar to
Groupon, Promoted Posts and Sponsored
Stories). To learn more about Facebook
ad campaigns, go to http://www.face-
book.com/advertising/.
LinkedIn: A recent study by Hubspot
shows LinkedIn blows away Facebook and
Twitter on advertising performance — by
a whopping 277%!
But does it work for B2C businesses?
Hubspot says yes since “less content is
generally posted to LinkedIn than to other
social networks, which is probably be-
cause people almost exclusively post
marketing-related content as opposed to
their children’s photos or social ‘chatter.’”
This means there is less clutter on
LinkedIn, making a person capable of
consuming more active content at any
given time. In other words, a business’
marketing posts are more likely to be no-
ticed on LinkedIn than somewhere else.”
For more info on LinkedIn advertising,
go to http://www.linkedin.com/advertis-
ing.
YouTube: YouTube is hands down the
greatest branding tool every created in
the history of the world (those who know
me know I get quite worked up about
YouTube because I have seen it deliver
amazing results in my life and business).
Just so this part of the column isn’t to-
tally biased to my opinion, I’m going to
utilize content direct from YouTube to ex-
plain how to start:
Step 1: No need for big-time TV pro-
duction. Shoot it yourself! Or hire it out.
Try a friendly tour of your shop or a how-
to video. Just be yourself: it works won-
ders.
Step 2: Post your video on YouTube (it’s
free!) Then use Google AdWords for video
to promote it to the right viewers. You’ll
only pay when viewers choose to watch
your video.
That’s it! What could be easier? More
info at http://www.youtube.com/yt/adver-
tise/get-started.html.
Leveraging Your Top Performing Net-
work
Once you find the social media chan-
nel that works best for your business,
here’s what you need to do to keep per-
formance up:
1. Invest time and budget to grow that
specific channel.
2. Post more of the targeted content
that’s working.
3. Find more opportunities to post rel-
evant calls-to-action.
4. Don’t take success for granted,
keep learning.
Good luck, and be sure to send me your
success stories! t
Award-winning blogger and CEO of Duo Web
Solutions, Heather Blessington is a nationally-
renowned speaker on social media marketing
and a digital marketing veteran. Her company
provides MPN monthly columns focused on
best practices in Web marketing for power-
sports dealers.
22 September 2012 motorcyclepowersportsnews.com
Iremember it like it was
yesterday …The year was
1984, Van Halen was on the
charts with that ridiculous
song called “Jump,” Gretzky
was still on the ice, and Ronald
Reagan had announced he
would be seeking a second
term. Harley-Davidson had just
come out with their Softail
model (1984 ½ with a kicker!)
and I was a long-haired college
sophomore (mullet!). The place
was my academic advisor’s of-
fice.
“What about job security?” I
asked the curmudgeonly com-
munications professor Cove
Hoover. Cove’s slate grey eyes
pierced my young adult con-
sciousness as he furrowed his
bushy white eyebrows disap-
provingly. In a voice that would
make James Earl Jones jeal-
ous, he said, “You, Mark
Rodgers, are your own job se-
curity.”
Like Paul on the Road to
Damascus, this is when I had
my epiphany. I was in control of
my career fate. If I wanted to be
successful, I had to acquire
necessary skills, become ex-
pert at their use and seek out
opportunities to use them in a
way that maximized my return.
Huh. Ain’t that a kick in the
head? It was, for me, a liberat-
ing idea.
Development isn’t easy,
which is why so few people ac-
tually engage in it. Have you
ever known someone who tells
you they have 25 years of expe-
rience, but you very quickly find
out they have one year of expe-
rience that they’ve repeated 25
times?
I once had a person tell me
they bought our book and it
didn’t improve their sales. I
asked if they read it and used
any of the ideas. They said,
“No.” I responded, with no
small amount of derision, “It
isn’t a magic book.”
It takes tenacity, it takes re-
solve and it takes self-disci-
pline to improve and ensure
your success.
If you want to move forward
in this business, you better get
busy on the tough work of self-
development, because I have
news for you — customers are
getting smarter by the minute.
We’ve worked with literally
thousands of people over the
last 25 years and have devel-
oped a solid model for sales
development. If you want to be
successful in this or any busi-
ness, you need to have excep-
tional product knowledge,
superior language skills and
process proficiency. Here are
some quick questions to ask
yourself and your team.
Product Knowledge
Can you give three clear, con-
cise and compelling reasons
why someone should do busi-
ness with you?
This is known as your value
proposition and is the most
basic question you can be
asked. Although a more gen-
eral type of product knowledge
question, you’d be shocked at
how many people, dealer prin-
cipals included, can’t answer
this question. You’ve got to be
able to articulate how doing
business with you benefits
them.
Can you tell me the basics of
your products without having to
look them up in the brochure?
You certainly don’t need to
be able to recite gear ratios,
but you should be able to tell
me things like fuel capacity, dry
weight and mileage without
running to an app. Some ask,
“Why remember something
you can easily look up?” One
word: credibility. This is your
profession, the way you earn
your living. Shouldn’t you have
some level of expertise in it? I
have another word for those
who have to look up the basics:
lazy.
Can you tell me something
about your product that isn’t in
the brochure?
This is a real key to your
success in today’s market-
place. Everyone, and I mean
everyone, does Internet re-
search before making a signifi-
cant purchase. What you need
to provide is a smack in the
head, “aha!” moment, informa-
tion they can’t get anywhere
else. Read voraciously, ride en-
thusiastically and get insights
from as many people as possi-
ble about your products. Then
synthesize this information into
key differentiators. People
spend time with those who im-
prove their condition.
Language Skills
Do you ask interesting and
thought provoking questions?
“What kind of riding are you
planning on doing?” Please, for
the love of all that is creative;
tell me we can ask better
questions than that! It’s a fair
enough question, but it has
seen its day.
Here are some more inter-
esting options”
• “It’s your day off, it’s just
you and your motorcycle, what
do you do and where do you
go?”
• “If you could have Willie
‘G’ design just one more bike,
what would it be?”
• “What do you think was
the best motorcycle of all time?
Why?”
• “If you had to choose be-
tween form or function in a
motorcycle design, which
would it be?” “If you had to de-
scribe your riding style in just
one word, what would it be?”
Do you use excellent word
choice and language to commu-
nicate?
“Our savviest customers put
20 to 25 percent down on their
motorcycle purchase. This puts
them in a terrific equity posi-
tion.” The word ‘savvy’ here is
aspirational, everyone wants to
By Mark Rodgers
Nine Skills Imperative forYour Sales Success
PEAKDealership
PERFORMANCE
24 February 2012 motorcyclepowersportsnews.com
be it. “Here’s what I’m going to recom-
mend, let’s pick out the motorcycle that’s
right for you, then, we’ll introduce you to
our business manager.” ‘Recommend’ is a
term that connotes authority and expertise.
People defer to experts. ‘Recommend,’
‘suggest,’ and ‘advise’ are all what I call
‘expert language.’ Some words are simply
more compelling than others.
Can you use metaphor, simile and anal-
ogy well?
Forget about defining each, just try and
use language that evokes powerful mental
imagery.
• “This 45 degree angle V-Twin is the
heart and soul of this motorcycle.”
• “The powercoated clear on this paint
job is as hard as a diamond.”
• “Hitting second gear on the Harley-
Davidson V Rod is like a F18 Hornet
launching from USS Nimitz.”
Don’t overdo it with these; a little goes a
long way. But with judicious use, descrip-
tive language can be very persuasive.
Process Proficiency
Can you prove you understand that sales
success is really a series of small agree-
ments and that you know how to obtain
them?
The science is irrefutable. People who
make small agreements early in a rela-
tionship are much more likely to make big-
ger commitments later. I was working with
a dealership person who was responding
to an Internet lead. As he thrashed at his
computer’s keyboard I inquired about his
email’s objective. He temporarily halted his
abuse, looked at me like I was as dumb as
a bag of hammers and said incredulously,
“I’m trying to sell this guy a motorcycle!”
He didn’t get it. You don’t try and sell a
motorcycle via email. You try and get the
prospect to return your email. That’s the
first “yes” you should be trying to achieve.
Do you have a defined and demonstrable
progression to your sales process?
Establishing a relationship with some-
one is all well and good, but too intangible
to manage effectively. Step one: capture
name and contact information. If you can’t
write down a prospect’s first and last
name, cell number and email address after
speaking with them for 15 minutes, what in
heaven’s name are you doing out there?
For each step of your process, you need
to be able to provide observable proof that
you’ve reached that next step. Whether it’s
having them sit on the bike or compete a
test ride evaluation review, you need an
outcome that indicates you are moving for-
ward. As an aside, you need to realize that
you have to establish rapport in order to
capture contact information. If that’s not
understood, go back to square one.
You know how to ask for the business?
More than 60 percent of all retail trans-
actions are not consummated because the
salesperson doesn’t do one thing: ask for
the business. Do you demonstrate regu-
larly that you can ask professionally yet as-
sertively for the customer’s business?
Because not being able to do this classifies
you as nothing more than a professional
visitor.
These are by no means the only skills
necessary, but they are a great start to giv-
ing you substantive, real world targets to
calibrate your own development.
I remember it like it was yesterday … It
was 1988 and it was my second day at Han-
num’s Harley-Davidson. I had just met Rita
Hannum who as about five feet nothing and
often came to the dealership directly from
her tennis workout. She stood intentionally
close with a burning, intense demeanor
only a dealership owner knows and said,
“Mark, here at Hannum’s you’re only one of
two things. You’re either an asset or a lia-
bility. Which of those two things will you
be?”
Needless to say, the conversation left
quite an impression since I’m still talking
about it all these years later. To be an asset
and to experience success yourself, you
have to acquire necessary skills, become
expert at their use and seek out opportuni-
ties to use them in a way that maximizes
your return.
In this business, you’re either an asset
or a liability. Which of those two things will
you be? t
An award-winning author, top-rated trainer
and founder of Peak Dealership Perform-
ance, Mark Rodgers holds a master’s degree
in adult education and the National Speakers
Association Certified Speaking Professional
designation — only 500 people in the world
have this coveted recognition. Contact
improve your performance.
26 September 2012 motorcyclepowersportsnews.com
As the saying goes, if it
ain’t broke, don’t fix it.
Yamaha’s personal
watercraft sales fig-
ures certainly indicate it ain’t
broke, so the fact that the
brand returns almost its identi-
cal line to 2012 should come as
little surprise. Back for another
year are three familiar model
lines, including the Versatility
series (VX Cruiser, VX Deluxe
and VX Sport), Performance
series (FZR, FZS, VXR, VXS and
Super Jet) and the flagship
Luxury Performance series (FX
Cruiser SHO, FX SHO, FX
Cruiser HO and FX HO).
Yamaha reps are proud to
point out a VX model is the in-
dustry’s best-selling watercraft
for the eighth year in a row. The
FX Cruiser SHO also ranks as
the best-selling luxury-perfor-
mance model, and returns for
its first full year of sales after a
late spring introduction in
2011. “There is not another wa-
tercraft in the industry that is
as in tune with today’s luxury
performance buyer as the
Yamaha FX Series,” says
Yamaha product manager Scott
Watkins. “Not only does this
series feature the largest dis-
placement engine in the indus-
try, but it is packed with the
latest innovations and technol-
ogy. From Cruise Assist to neu-
tral gear to the theater-style
seating, the FX Series offers
consumers a fun, fast, com-
fortable ride with amenities
and features that exceed what
they thought was possible in a
personal watercraft.”
Yamaha’s national market-
ing manager Bryan Seti con-
tends the brand dominates
virtually every segment of the
personal watercraft industry.
“We’ve focused on innovation
and luxury to propel the FX
Series to the top of the luxury
performance segment. Our VX
Series offers the reliability,
performance and value that
the entry-level buyer de-
mands. And our performance
models have demonstrated
their leadership on the race
course with multiple national
and world titles. This is an ex-
citing lineup for Yamaha and
one that offers a model we
know connects with every type
of consumer.”
Exciting and focused yes,
but it’s a lineup dealers are
well familiar with. How do you
keep things fresh? Marketing
communications manager An-
drew Cullen says the primary
focus for 2013 is on two spe-
cific areas the company feels
are most important to con-
sumers — reliability and
showroom appeal. The relia-
bility portion of the equation is
already proven, and returning
engine packages should con-
tinue the brand’s glowing rep-
utation. In terms of showroom
appeal, it’s the small details
the company hopes will make
a difference. Seats have new
stitching to improve both
looks and longevity. Colors
continue to showcase
Yamaha’s deep metallic paint
schemes and now include a
bold new Velocity Yellow on
both the FZS and VXR models.
While some industry pun-
dits may note the lack of any-
thing truly new in the 2013
line, Yamaha reps are quick to
point out the company is feel-
ing quite good about the cur-
rent state of the industry.
Indications are that the per-
sonal watercraft market over-
all will actually be up 3 to 4
percent over 2011.
“It’s fantastic,” says Cullen.
“To see the industry jump up a
few points is fantastic.” Cullen
also noted that it was a pretty
good year for all manufactur-
ers, who have all enjoyed rela-
tively strong sales without the
excessive inventory that
plagued recent years and re-
sulted in widespread mark-
downs of product.
“It’s a good thing,” says
Cullen. “It was a good year for
everybody. You want an industry
without heavy discounting.” t
Yamaha Reveals Familiar Line For 2013
PWCUPDATE
It’s early in the morning, and three Gold
Wings are cruising down a highway,
headed to a scenic destination — the
long way around. But if the Wings are
anywhere near the Dallas/Fort Worth area of
Texas, they will probably be making a detour
to DFW Honda to check a transmission, buy
a tire or get an upgrade. DFW is well known
in the Wing community as the go-to place
for Wing TLC and enhancement. The sup-
port of Wing riders is a major reason Ride
Texas magazine has recognized the dealer-
ship as one of the Top 10 in Texas for service,
dealership and facility.
How has DFW become an L-5 Power
House Honda dealer (one of 40 in the United
States) while also earning an A+ rating from
the Better Business Bureau? The owners
credit maintaining a good relationship with
their customers while keeping a firm eye on
the bottom line. In fact, one of the first
things they did after they bought the busi-
ness was to find an operational accountant
(not a CPA) and put him on the manage-
ment team.
The DFW story started in 1976, with the
opening of a Honda dealership in the Dal-
las/Fort Worth area. The present owners
bought the dealership in 1994 from the sec-
ond owner. At the same time they were fi-
nalizing the purchase, they started going to
Gold Wing Road Riders of America meet-
ings. “We went to GWRRA meetings for six
months before we told the membership we
owned a Honda shop,” says owner Mark
Lamb. Their idea was to learn the concerns
of Wing riders and also develop a one-on-
one relationship with the 400 members of
the local club.
This relationship has continued to flour-
ish with the current team at DFW Honda.
DFW features an easy-to-find link to the
GWRRA on its website and sponsors Gold
Wing Riders events. However, this social re-
lationship is conducted with an eye to the
business. For example, instead of door
prizes, the dealership gives out gift cards.
“That way, they have to go to the store to
claim their prize,” says Lamb.
At DFW, each Gold Wing sale is overseen
by the sales manager. DFW salespeople
know that Gold Wing riders tend to buy a
bike, dress it out and then leave it that way
making no further alterations during the
time they own the machine. As a result, the
store has a one-time chance to sell acces-
sories. DFW makes it as easy as possible
28 September 2012 motorcyclepowersportsnews.com
By Margie Siegal
DealershipDESTINATION
DFW HondaDeep in the Heart of Texas’ Motorcyclists
motorcyclepowersportsnews.com September 2012 29
for the new bike buyer to buy those acces-
sories at the dealership, offering a large
discount at the time of sale.
Wing riders put serious mileage on their
bikes — 10,000 to 30,000 miles a year. They
keep the service department busy maintain-
ing the multiple systems on their state-of-
the-art rides. They are also very picky about
the mechanic who maintains the motorcycle
and want everything perfect before they
head off to Bozeman, Mont., or Lake
George, N.Y. DFW Honda is lucky to have a
well-known mechanic on staff for the last
10 years who knows each customer’s name
and what they want. Wing riders know him
by name and trust his work.
Another focus at DFW is the relationship
with the passenger. Wings tend to be a cou-
ple project, and the wife is usually just as in-
volved with the motorcycle as the husband.
DFW impresses on all staff that a woman in
the dealership is just as much of a customer
as a man, and she needs to be treated seri-
ously and with respect. The Wing passenger
will often want the passenger seat cus-
tomized for her comfort. She needs protec-
tive clothing, helmets, boots and gloves.
Increasing numbers of women who
start out as passengers are learning to ride
and buying cruisers. Their pre-existing good
relationship with the shop assists with the
decision to buy that cruiser from DFW. Quite
a few then step up to a Gold Wing, and DFW
is experienced in ways to cut down a Wing
for a shorter rider. The dealership estimates
that at this point, 11 percent of their cus-
tomers are women.
Lastly, a woman will, not infrequently,
sneak into DFW and conspire with the staff
to surprise her husband with a new Wing for
his birthday or Christmas. These women
have no problem picking out a motorcycle
without their husband’s input, since they
trust the dealership and know it will set up
the bike just as he likes it.
In addition to being the go-to place for
Wing sales and service, DFW also rents
Gold Wings and ST1300s. The idea of the
rental business started with customers who
asked the shop if they could borrow a Gold
Wing for a full day or a weekend and try it
out properly. Three years ago, after locating
an insurance company that would cover the
program at no liability to the dealership,
DFW started advertising a “9 to 5 for $95”
rental program. The rental bikes are fully
loaded, and DFW offers to apply the cost of
the rental to the purchase of a Gold Wing.
Rental customers are usually people who
want to try out a Wing before committing to
a purchase, or cruiser or sportbike owners
who want to go on an extended trip. DFW
points out that the rental arm of the busi-
ness is a customer service and a selling
tool. There is no intent to go into competi-
tion with EagleRider.
In addition to supporting rider’s associa-
tions, DFW also sponsors racers. A long-
time sponsor of multi-time Grand National
winner Chris Carr, DFW is currently work-
ing with Shayna Texter, the first woman to
win a National flat track event. Racer spon-
sorship is much appreciated by the riding
community and ensures continued respect
for the dealership. “People who work here
race. Their wives, sons and daughters race.
We have always been involved in motorcycle
racing,” says Lamb.
Lamb credits their success to hard
work, their great customers and guidance
from Bill Shenk, Powerhouse Dealer Serv-
ices. “Bill took us and showed us the way.
We implemented best policies and proce-
dures through 20-group training. For exam-
ple, we have a production pay plan with
most employees. That way, the dealership
is able to keep most employees on board
during slow times, and everybody benefits
from the good times. We can float up or
down: even owners’ compensation is
pegged to production. We can be affected
by economics or the weather, and still stay
in business.
“We are selling a lifestyle, and we
want our customers to see our business
as integral to that lifestyle.We get
the riding young and encourage our
customers to keep riding.” t
30 September 2012 motorcyclepowersportsnews.com
Many dealers see
selecting a Dealer Man-
agement System vendor
as a one-time “set it and
forget it” investment, but with ever-im-
proving technology, the system you selected a decade ago
to streamline your business operations may actually be
costing you time and money.
Selecting the right Dealer Management System
can be a daunting task, especially if you’re more
tuned into tuning forks than fine-tuning systems
and software. With the help of top DMS providers,
we’ve created this list of questions for you to ask
yourself as you review your current DMS provider
and compare it to other vendors in the marketplace.
Visit www.motorcyclepowersportsnews.com and
click on the Buyer’s Guide link to find a full list of
Dealer Management Systems providers.
Does the system offer 24 hours a day, seven days
a week access to your data from any device on any
operating system, or can you only access your data
from the computer at the office?
Does the DMS provider back up your system and
your data on a daily basis, or do you need to do it
yourself and be involved in managing technology?
Does the DMS provider perform the system up-
dates for you, or is it something you need to learn
and do for yourself?
Are you required to sign a long-term contract that
locks you in with a specific provider for a specific
amount of time, or can you pay month-to-month and
pay for only the specific number of users on the sys-
tem in any given month?
1.
2.3.
Dealer Management System Review
4.
motorcyclepowersportsnews.com September 2012 31
5. Does the DMS system require a
significant upfront investment and in-
clude monthly or annual software sup-
port to maintain the system?
6. Does the DMS system require you
to purchase specific hardware (comput-
ers) with specific operating systems, or
can the DMS run any device using any op-
erating system?
7. Does the DMS system have an in-
tegrated accounting program combined
with a payroll and credit card module so
you are getting a complete business sys-
tem rather than just a POS and Inventory
control program?
8. Does the DMS system include mod-
ules such as eCommerce integration, con-
signment, rental, finance & insurance,
(CRM) customer relationship management,
accounting, warranty/rebates, invoicing,
etc., or are you required to purchase each
module separately?
9. Is the system easy to use?
10. What type of training is offered
to assist the dealer in learning the sys-
tem? Print, online videos, online training,
on-site training?
11. Does the DMS system offer you
the ability to email or text message your
customers?
12. What kind of reporting does the
system offer? Can you customize re-
ports?
13. Does the DMS provider manage
your price files for you?
14. Is the DMS system able to inte-
grate with all the different parts look-up
programs and/or does the system offer
any direct integration with a parts look-
up vendor?
15. What kind of technical support
does the DMS provider provide?
16. Is the DMS system designed to
grow as your company grows, and can the
system manage multi-store operations?
17. Does the DMS provider offer soft-
ware demonstrations and/or give you ac-
cess to their system so you can “test drive”
the software and do a complete and thor-
ough evaluation of the features and benefits
prior to making a decision?
Will the DMS provider offer you a long list
of satisfied customers so you have an oppor-
tunity to speak with and ask questions of ac-
tual end users? t
32 September 2012 motorcyclepowersportsnews.com
Erik Buell’s passion for two-wheeled perfection led him to
take a new road after the unforeseen crash of the original
Buell motorcycle brand. Erik is back with a new company
and a new will to win free from corporate limitations.
A mechanical engineer by training and a top-level road racer by
avocation, Buell began designing race bikes in 1973. A job with The
Motor Company enabled him to pursue both his professional devel-
opment and his racing career for four years before he started
his own Buell Motorcycles operation in 1983. Eventually he
sold the Buell business to Harley and ultimately 135,000-
plus sportbikes were produced in the 15 years before
Harley turned the tap off on that division.
Like any good racer, Erik has bounced right back up de-
termined to win. This genesis led to the creation of Erik
Buell Racing (EBR) and its goal to be the true American
sportbike company.
A manifesto on the company website neatly sums up the
EBR mission: “We think like racers, making decisive, ag-
gressive and calculated decisions. But we also
think like passionate riders. We make bikes
that we want to ride. Most of all, we feed off
Erik and his fire-in-the-gut passion to
build fast, magnificently engineered mo-
torcycles.” Not a bad starting point, but
EBR also offers more tangible benefits to
potential dealers.
Starting with the dealer in mind, EBR
offers some of the highest margins in the in-
dustry, bar none. “We want the dealer to ben-
efit from stocking the line, so we built in a
margin that is greater than the European
bikes,” explains EBR vice president of sales and
marketing Jim Dorman. “We believe the dealers
deserve to earn an honest profit while selling a pre-
motorcyclepowersportsnews.com September 2012 33
"Our research shows a very strong global market for this kind of motorcycle, and this funding will allowmotorcycles designed and assembled in East Troy to be used all over the world," says Erik Buell. "It's
a great boost for our company, for Wisconsin's exports and for American business as a whole."
Helping to boost the local economy, EBR will do all design, testing and assembly workin East Troy and plans to focus a substantial portion of its spending on Wisconsin,
Midwest and American vendors.
Win
-Win
For
The
Dea
lers
34 September 2012 motorcyclepowersportsnews.com
mium product.”
Winning on the track is only half the
battle and means nothing without win-
ning dealers. “We have proof of concept
winning at the track. We have the engi-
neering expertise and production capacity
as well as the back-end resources to be
taken seriously as an OEM,” adds Dor-
man. “What we need now is a viable
dealer network.”
In a total paradigm shift, EBR intends
to build this network from the dealer-
level up, rather than the traditional OEM
route of dictating terms down to its deal-
ers. After an intentionally controlled
launch, EBR is ready to bump the rev lim-
iter, particularly when it comes to accel-
erating the development of its dealer
network. Successful production and sell-
through of the initial 1190RS flagship
bikes, not to mention running at the front
of the AMA Superbike pack this season,
has EBR ready to “win on Sunday, sell on
Monday,” according to Dorman.
“We have had great press, including
Erik being named Motorcyclist Maga-
zine’s ‘Motorcyclist Of The Year’ and Cycle
World naming the 1190RS ‘Superbike Of
The Year’ in its annual 10 Best awards in
2011, and our on-track success in 2012
has been exceptional as well with EBR
team riders Geoff May and Danny Eslick
putting the bikes in contention at every
AMA Superbike race this season.” Perfect
brand positioning for a “superbike with
lights” machine.
This is just the beginning. EBR is
launching three new platforms in 2013 —
an R version, a Street Fighter and an Ad-
venture series. These three new models
will be based upon the EBR-designed and
developed 1190cc liquid-cooled twin and
will be priced under $19,000. “We are
committed to developing a wide variety of
platforms in the coming years,” explains
Dorman. “EBR is truly committed to our
dealer network … Our goal is to help the
dealer succeed financially first.”
Part of this financial success stems
from the fact that the total expense for
special tools comes in under $500. Better
yet, franchised dealers don’t have to
stock a million dollars worth of spares.
“There really is no need for a huge parts
inventory,” Dorman points out. “Many of
our components are made in America,
stocked in our factory and ship next-day
to our dealers … all of which means no
need to have a lot of money tied up in
parts inventory.” And again, given Erik
Buell’s racing background, a wide array
of dealer-installed performance up-
grades are already available, further en-
hancing the margin for franchise holders.
“Doing business with EBR is different
than what dealers have experienced with
OEMs in the past,” says Dorman. “Having
the factory based here in East Troy, Wis.,
means we will ship units on a monthly
basis without having to overwhelm a
dealer with a one-time annual order.”
It also means motorcycles are shipped
with the wheels mounted and the bars in
place for minimal dealer set-up/PDI time.
Also, unlike some other OEMs, any
special tech training is handled via web-
based training modules, so there is no
need for downtime in a dealer’s service
department. Any warranty work that
should come through will be paid at your
published shop rate. The only require-
ment that EBR does have is that dealers
stock a minimum of three bikes, as well
as having a demo unit on hand.
Further establishing EBR as a serious
threat on the showroom floor is the “Store-
In-A-Store” concept. A freestanding display
featuring three bikes, EBR Racewear/ca-
sual apparel and an array of branded ac-
cessories combine to give this program
some real punch. Protected dealer territo-
ries, collateral marketing materials from
EBR and other value-added elements have
been built into the dealer agreement.
“We know that you have made large in-
vestments in your existing dealership, so
we want you to get excited when you hear
how our Erik Buell Racing Valued Dealer
program works,” adds Dorman. “We’re
looking for dealer partners who understand
the value of offering riders the chance to
own one of the most exciting sportbikes to
ever come out of this country.
“We have many game-changing op-
portunities incorporated into EBR,” con-
cludes Dorman. But like the U.S. Marine
Corps, EBR is only looking for a few good
dealers. Do you have what it takes? t
HD Alloy HD3 WheelSTI Tire & WheelThe HD3 ATV and UTV wheel features an attractive gloss black and
machined finish, heavy-duty wheel lips and a low-profile center cap.
The HD3 carries a lifetime structural warranty, allowing your cus-
tomer to ride with confidence. It is available in 12-by-7-inch and 14-
by-7-inch sizes for virtually all ATV and UTV applications. It retails at
$79.95.- - - - - - - - - - - -
For More Info:
www.stitireandwheel.com
Custom Finished WheelsPerformance MachinePerformance Machine offers the option to color anodize its parts to achieve a striking look.
Choose from gold, grey, green, pink, orange, red or blue, or select a multi-colored or cam-
ouflage option. Parts can be finished in a solid color, an aluminum/color combination or a
matte/high-sheen combination. The Performance Machine custom finish options can be ap-
plied to any of the brand’s wheel designs and matching components including discs, belt
sprockets and Super Gas faceplates. - - - - - - - - - - - -
For More Info:
800-479-4037
www.performancemachine.com
36 September 2012 motorcyclepowersportsnews.com
motorcyclepowersportsnews.com September 2012 37
Majestic WheelRC ComponentsThe Majestic is an elegant six-spoke design that offers a clean and classy appearance with portions of the design extending onto the
outer edge of the rim. It is offered in a chrome, flatline or gloss black powdercoat. Sizes range from 16 inches to 26 inches. The Ma-
jestic has matching Airstrike Air Cleaner, rotors, pulley and sprockets available, and comes with a seven-year warranty. The MSRP is
$1,249.- - - - - - - - - - - -
For More Info:
www.rccomponents.com
38 September 2012 motorcyclepowersportsnews.com
Custom Spoked Wheels Paughco Paughco is now offering its line of custom spoked wheels in
red and black powdercoat finishes. Each rim and outer por-
tion of the hub is powdercoated. Fronts have a screw-on cap,
while spokes and inner hub sections are fully chromed. The
front can be ordered in 21-by-2.15-inch and 16-by-3-inch
sizes, while rears are available in 15-by-5.5 inches and 18-
by-5.5 inches. Current models are available in 40-spoke
only. Wheels come with bearing pre-set and are offered for
use in both custom application and set up for direct fitment
to most Harley-Davidson models. The suggested retail is
$399.95.- - - - - - - - - - - -
For More Info:
www.paughco.com
Pro Series Sportbike WheelsetRK Excel America IncThis product is a universal streetbike wheel system that allows
the user to mount the wheel from one brand or model to an-
other using model-specific carrier adapters. The aggressively-
styled Pro Series design is machined from forged aerospace
aluminum for increased strength, and the hard anodized "Mag-
num Gray" finish complements the look of any bike. Available in
17-by-3.5 inches and 17-by-6 inches. The suggested retail
price is $1,895.- - - - - - - - - - - -
For More Info:
www.rkexcelamerica.com
Vintage WheelMarvicMarvic is glad to serve the vintage market with several versions
of popular wheels. For the Ducati 851/888 enthusiasts, the
company offers the Streamline 3 spoke wheel in a 17-inch di-
ameter. For owners of older bikes, as well as race bikes like
the Yamaha TZ 750, it offers replica Morris and Campagnolo
wheels in seven and five-spoke designs. These wheels are
sized for the period correct 18-inch tires. Wheels are available
as direct fit and with universal hubs for custom applications.- - - - - - - - - - - -
For More Info:
www.yoyodyneti.com
40 September 2012 motorcyclepowersportsnews.com
Hardcore Wheel SetPro-WheelThe Pro-Wheel Hardcore Wheel Set comes complete
with the necessary components, such as spokes, tires,
tubes, rims, billet hubs and more. All components are
interchangeable with OEM products and are available
individually. These wheel sets are also available for
YZ/RM 85s and CRF150s (standard size and big wheel)
for $795.00/set. The retail price is $895. - - - - - - - - - - - -
For More Info:
www.prowheelracing.com
SS216 WheelITPThe lightweight, one-piece aluminum SS216 features an
all-new Rock Armor reinforced inner wheel lip design. It
comes standard with a lifetime structural warranty.
The SS216 is tough enough to boast a 1,000 lb. load rating
for both its 12-by-7-inch and 14-by-7-inch sizes. It rolls out
in a bright, machined finish with black accents and is topped
with a durable clear coat to help maintain its rugged style. A
matching SS center cap is included with every wheel.- - - - - - - - - - - -
For More Info:
www.itptires.com
15-Inch Billet CenterWheelOMF Performance ProductsThe 15-Inch Billet Center Wheel, designed specif-
ically for UTVs, showcases an aluminum shell for
a solid foundation. The billet center allows your
rider to change the offset, bolt pattern, style or
color of the center without purchasing a whole
new wheel. A reinforcing ring on the back side of
the wheel and a beadlock on the front side add
enhanced durability. Wheel weight varies with op-
tions, but a race-ready 15-by-6-inch wheel
weighs in at just over 15 pounds complete with
the beadlock and inner reinforcing ring. Smaller
sizes are are also available. The retail price is
$649.95. - - - - - - - - - - - -
For More Info:
www.omfperformance.com
MPN, Peak Dealership Performance and WPS havechosen five finalists, now it’s up to you to vote for the ultimate Dealership Superstar!
Visit us online at www.motorcyclepowersportsnews.comto read the finalist profiles and vote today — unlike theelection in November, we welcome you to vote early andoften. You can vote for your favorite finalist once a day nowthrough Sept. 28.
42 September 2012 motorcyclepowersportsnews.com
The 2012 Dealership Superstar Finalists
In 2012, the team at Western Powersports has joined Dealership Superstar program founders MPN and Peak Dealership Per-
formance in recognizing dealership employees who show innovation in their field, great compassion for their dealership and its
customers, and remarkable salesmanship.
As the nominations rolled in for our 2012 Dealership Superstars, we noticed a trend — many true Superstars blur the lines be-
tween specific roles in the dealership, especially in smaller shops. “Since I wear so many hats, it’s not fair that I can only pick one
category,” notes Dealership Superstar Jim Hamlin in his self-nomination.
Jim and many other spoke, and we’ve listened. Instead of choosing five finalists that fit neatly into the departments of the dealer-
ship, we’ve selected the top five overall nominees as the candidates for your consideration as the ultimate Dealership Superstar.
And while you’ll consider five nominations, you’ll actually be considering six individuals, as our final nomination recognizes a pair
of top performers!
motorcyclepowersportsnews.com September 2012 43
Dale BarilParts Manager, Marquette Powersports
Marquette, Mich.
Years at Dealership: Five
Nominated by: David McCord
Brent BayesService Manager, Cycle Specialties
Cincinnati, Ohio
Years at the dealership: 34
Nomination by: Rob Elkins
Angel EarlesGeneral Manager, Motorcycle Factory Inc.
Woodbridge, Va.
Years at the dealership: Six
Self-Nominated
Jim HamlinSales/parts manager/Triumph/Moto Guzzi Technician, Branchville Motors
Ridgefield, Conn.
Years at the dealership: Five
Self-nominated
Erin Eake & Karra MargTeam WinnebagolandOshkosh, Wis.Nominated by: Tom Van Zeeland
Erin: Years At Dealership: Seven
Karra: Years At Dealership: Six
And the finalists are...
Visit us online at
www.motorcyclepowersportsnews.com
to read the finalist profiles
and vote today —
unlike the election in November,
we welcome you to vote
early and often. You
can vote for your favorite
finalist once a day
now through Sept. 28.
Sahara SeriesRacewearMoose RacingAs its name suggests, the
Sahara Series is designed to
keep riders cool in hot con-
ditions. Its lightweight de-
sign features various panels
for added breathability and
protection. The pant show-
cases a pre-bent design in
the knee for comfort, while
the jersey’s raglan sleeves
allow for freer movement.
The gloves feature fingertip
ventilation to reduce sweat-
ing and tacky-grip palms
for additional traction. The
jacket and gloves come in
sizes small – 3XL, and
pants come in 28-48” sizes.
The series comes in seven
different color combina-
tions and ranges in price
from $209.85 to $219.85.- -
- - - - - - - - - -
For More Info:
www.mooseracing.com
Renegade Pant, Jersey and GloveMSRMSR's new 2013 Renegade
line features a subtle digital
camo print throughout the
gear. The pant features dual
side adjusters with a ratchet
buckle for plenty of adjust-
ment. Embossed leather, light-
weight TPRs and a mesh liner are
added bonuses to the design. The
jersey features a generous raglan
cut and is made of a lightweight con-
struction with lycra collar and cuffs,
which provides air flow and comfort.
The glove includes an embossed air-
prene cuff for stability and comfort, a
synthetic palm/thumb panel for
wear-resistance and silicone finger-
tips for positive lever feel. The
MSRP is $172.85.- - - - - - - - - - - -
For More Info:
www.msrmx.com
2013 Lite Hydrogen RacewearFLY RacingDesigned by pro racers Trey
Canard and Andrew Short, this
new line of racewear features a
lightweight, non-restrictive,
minimalist style. The “lite” de-
sign eliminates non-essential
features and replaces them
with high-end, breathable,
elastic woven fabrics.- - - - - - - - - - - -
For More Info:
www.flyracing.com
Essentials Off-Road Gear
44 September 2012 motorcyclepowersportsnews.com
Range Jacket and PantThor MXThe Range Jacket and Pant fea-
ture a waterproof yet breathable
design. The jacket includes a full
mesh liner, numerous vents, zip-
off sleeves and 3-fold accordion
elbows for added flexibility. The
pant has a pre-curved knee for
better fitment and a
large cargo pocket for
storage. It also has a
custom Thor waist clo-
sure with hook and loop
adjustable side cinches.
The MSRP for the jacket
is $179.95, while the
pant rings in at $139.95.- - - - - - - - - - - -
For More Info:
www.thormx.com
46 September 2012 motorcyclepowersportsnews.com
Inside the Industry
Western Power Sports held its annual Na-
tional Sales Meeting and awards program
Aug. 14-17 at its headquarters and at
CenturyLink Arena in Boise, Idaho. Nu-
merous suppliers were in attendance to
educate salespeople and demonstrate
new products.
“WPS would like to thank the over 70
vendors that attended the 2012 WPS Na-
tional Sales Meeting to train all of our in-
side and outside sales team,” said Dan
Lopez, 2/4 wheel product director. “The
show was a great success. All of our reps
came back with a ton of new product in-
formation to help them be more effective
salespersons. Fortunately, it wasn’t all
work. We were able to get away for a
spectacular golf outing mid-week for
everyone to blow off some steam [and we]
had some scheduled events that fostered
camaraderie between reps and manufac-
turer.”
On Thursday, buses transported atten-
dees to WPS’ headquarters for a barbecue
lunch and tours of the facility. There, vice
president Terry Baisley made an an-
nouncement about the company’s part-
nership with L&Mc Racing. Afterwards,
three of the most aggressive salespeople
were recognized and surprised with a hel-
icopter flight to the company’s golf outing.
The weeklong training program ended
with an awards banquet Friday evening,
which was held at Boise State University’s
Stueckle Sky Center.
“Having the entire WPS family together
is always energizing for all of us,” said
Baisley. “So much is learned, so much is
shared and so much is gained that we can
share with our dealers.”
“We’re looking forward to an even big-
ger event in 2013,” added Lopez.
> KYMCO USA Releases 2013 Lineup
KYMCO USA has released its 2013 lineup,
which includes four all-new scooters that
range from a lightweight and agile 50cc
commuter to a quick and comfortable 500cc
tourer.
Compagno 50i/110i
The Compagno 50i (MSRP $2,599) and
Compagno 110i ($2,999) offer a popular,
classic design with the inner workings of a
modern machine.
The Compagno 50i is motivated by an air-
cooled 49.5cc three-valve, fuel-injected-
SOHC engine that delivers enough power to
safely traverse the surface streets of any
community. Designed with a low 29-inch
seat height, the 189-lb. scooter should
prove enjoyable to operate for novice and
experienced riders alike. Amenities include
underseat storage, LCD digital fuel gauge
and clock, foldaway passenger pegs, mag-
netic key lock and a secured gas cap offer-
ing access to a 1.45-gallon fuel tank. The
Compagno 50i is available in black or white,
both colors highlighted by silver accents.
With all of the features and amenities of
the Compagno 50i but a more powerful air-
cooled 112cc four-valve fuel-injected SOHC
engine, the Compagno 110i is available in
light blue or Metallic Mocha. tMovie 150
A modern mid-size urban commuter in
an affordable package, the Movie 150
($3,199) is powered by a carbed and air-
cooled 149cc four-valve four-stroke SOHC
engine producing 13.5 hp.
Weighing in at only 250 lbs. (dry), the
Movie 150 rolls on 110/70-12 front and
130/70-12 rear tires, features single disc
front and rear brakes, maintains a vast stor-
age space under its 30.7-inch seat height,
and is outfitted with a speedometer,
odometer, clock and fuel gauge. The Movie
150 is available in Tangerine or black, both
with red performance-accented rear sus-
pension spring and brake calipers. tXciting 500 Ri ABS
The newly designed Xciting 500 Ri ABS
($6,899), KYMCO USA’s largest displace-
ment premium model for 2013, is powered
by a 38 hp fuel injected and liquid cooled
499cc DOHC engine and is rich on ameni-
ties, including underseat storage large
enough for a backpack or helmet and
jacket, a lockable glove box, useful 12v ac-
cessory outlet, and traditional gauges as
well as clock, odometer, multi-function trip
Western Power Sports Holds Successful National Sales Meeting
motorcyclepowersportsnews.com September 2012 47
Inside the Industrymeter, and fuel and tempera-
ture sensors.
The 440-lb. scooter offers an
easy-to-maneuver 61.8-inch
wheelbase and 30.7-inch seat
height that can accommodate a
variety of rider sizes. Further
aiding maneuverability is a tele-
scopic front fork and dual ad-
justable hydraulic shocks,
bump-absorbing 120/70-15
front and 150/70-14 rear tires,
and a 3.38-gallon fuel tank that
is slung low to optimize center
of gravity.
Braking is supplied by dual
discs with twin-pot calipers up
front and a single disc with dual
piston caliper in the rear. As the
model name suggests, assis-
tance is provided by a new gen-
eration Bosch ABS. And, once
stopped, a hand-pull parking
brake locks the entire package
into place.
The Xciting 500 Ri ABS is
available in grey or gold, both
with red performance-accented
rear suspension spring and
brake calipers. t
> Parts Unlimited/Drag Spe-
cialties NVP Sees Increase In
Attendance
With the Wisconsin State
Capitol as its backdrop, Parts
Unlimited and Drag Specialties
dealers converged on Monona
Terrace in Madison, Wis., for the
annual National Vendor Presen-
tation (NVP) at the end of Au-
gust. Spanning over seven days,
Parts Unlimited and Drag Spe-
cialties sales reps were trained
in new producta from the
world’s best aftermarket com-
panies.
Additionally, dealers in atten-
dance were given an up-close
look at new products at the
Dealer Showcase and also had
the opportunity to receive an
autograph from Parts Unlim-
ited’s top athletes and meet leg-
endary American V-Twin
builders.
Not only was the dealer
turnout a substantial increase
from last year’s NVP, but ven-
dors also expressed an increase
in enthusiasm and energy
amongst the Parts Unlimited
and Drag Specialties dealers.
“Dealers in attendance were
excited to learn about the new
products offered by our ven-
dors, giving them an edge over
their competitors,” said Greg
Blackwell, vice president of
sales for Parts Unlimited and
Drag Specialties. “Vendors
could sense the excitement on
the show floor and we know
that energy will translate back
to their dealerships.” t
48 September 2012 motorcycleproductnews.com
MarketPlace Find out more about the classified advertisers in this issue online at www.motorcyclepowersportsnews.com/resourcecenter.
Cash For Slow Moving & Obsolete Inventory!
Yamaha, Honda, Suzuki,Kawasaki parts bulk lots.Also buying aftermarket accessories bulk lots!
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Speed and Sport Inc.
TO ADVERTISE IN CLASSIFIEDMARKETPLACE
CALLRoberto Almenar
330-670-1234 ext [email protected]
motorcycleproductnews.com September 2012 49
Ad INDEX
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Continental Tire ................................9
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“Wow! Look at the bikes, Mommy!” Have you ever felt the ex-
citement when you heard and saw a group of bikers go by
from your car seat for the first time? Isn’t it great to hear the
sound as they thunder away, and you feel the rumble as the car shakes?
Can you remember a time when you felt so alive, as you rode into town on
the back of a bike for the first time feeling so tough going to the
ice cream shop? I remember those days. I’d sing
on the back and smile until my jaw hurt so
much!
Riding has just always been a part of my life
from the time my mom picked me up from day-
care, and now I love to ride on my own dirt bike,
too!
I am probably one of very few people lucky
enough to say that I’m a fifth generation female
rider — a fact I couldn’t be prouder of! Not to brag
too much, but other than a few aunts, my mother’s
entire family rides. This history of riding brings me
great inspiration and wonderful stories to remember
and share with other riders. I especially like seeing
the 1913 photo of my great, great grandma riding a
motorcycle with a passenger.
Our family has also advocated for safe riding for a
long time. My grandma started the American Motorcy-
cle Driving School in 1986 and my mom, Christine Fire-
hock, keeps it going as the “Christine’s KickSTART
Training Program”. I watched my mom’s DVD before I
rode my dirt bike, and it’s great!
My mom is also behind the inspirational Diana’s Motor-
cyclist Foundation — a non-for-profit organization that builds custom-
made bikes for handicapped riders. She came up with the idea when she
went out to teach the Marines and one of them was missing a limb.
As you can see, my family has served as my inspiration, and I hope that
I can help other kids get interested in riding. There’s only one problem —
there is absolutely no kids’ street riding gear out there. As my mom and I
prepared for a cross-country trip, we went to three different stores look-
ing for gear that would fit me. So we went online and found just one web-
site to order gear from, and it ended up being a fraud!
This convinced me to start up a website, with adult help, so that anyone
around the world who has children-sized gear can sell it and/or buy it. It
will be called “Kids Motorcycle Riding Gear.com, (www.KidsMotorcy-
cleRidingGear.com).” This way, parents can get good gear at a good price
for their children. I would like to give some of the proceeds to get cus-
tom-made gear for kids with disabilities. I am starting a blog and a Face-
book page to get families and kids talking about riding! My mother
always says, “A family that rides together, stays together.” t
It Runs in the Family
Tomorrow’s Rider
50 September 2012 motorcyclepowersportsnews.com
By Amber Firehock