Motorcycle & Powersports News, September 2012

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


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

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Glenn Warner [email protected]

(330) 670-1234, ext. 212

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[email protected]

(330) 670-1234, ext. 214

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CLASSIFIED ADVERTSING SALES

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AFTERMARKET MEDIA NETWORK

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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


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


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


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-


A special tool may be needed toturn the pilot screw Be careful when removing a

plug or cap


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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Most pilot screws have a spr

ing,

washer, and O-ring


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


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.


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.


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.


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

[email protected] to

improve your performance.


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


By Margie Siegal

DealershipDESTINATION

DFW HondaDeep in the Heart of Texas’ Motorcyclists


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


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.


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


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-


"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


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



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


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


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.


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!


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


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


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


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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motorcycleproductnews.com September 2012 49

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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


By Amber Firehock

Documents

Motorcycle & Powersports News, September 2012