How I Sell
I have been riding motorcycles since I was 5; they are my passion and life blood. I am a die-hard enthusiast for Harley Davidson. During my tenure of 8 seasons of moto-sales, I have helped over 1450 riders to find bikes, and generated a Net revenue stream of 5.2 Million.
Setting the Stage: You want to control the room dynamics. Get them off the showroom floor quickly - it is full of chrome distractions. If it is your office, use rounded desks and soft chairs, decorate with lively colors but not brash – avoid reds, and blacks – putting the customer visually at ease helps to usher in a deal. Have your desk showcasing other happy customers as social proof. If there is music – make sure it is low enough that you do not have to shout over it.
Barnett Harley Davidson - El Paso Texas, Billed as the World's Largest H-D Inventory.
Qualifying: This is your customer's willingness, ability and urgency to purchase your product. This is your first step. A serious customer will appreciate the personal attention and effort; and 'non-serious' shoppers are discovered quickly. I use a self assessment to guide this process. I hand over a 3x5 card and ask the person to fill out their name and contact information – because I cannot guarantee I have the exact bike that they are looking for today, but our inventory always changes, and I have two other shops that we are affiliated with – that I can do hunting for them. After saying this – I have never had a customer refuse Name, phone, email and social media. You fill out the remainder of the card – it is impossible to tell what their penmanship may be!
Thats it; If I don't sell them a bike that day – I have all the info I need to rattle the bushes and get the one they want; and I was very good at that ;) I will always recommend a 'quick credit app to get pre-qualified' for the bike at this time. It allows you to find out if they are paying cash, or if they are financing – and it prompts that stage down the road – so it is not a shock when you introduce them to finance department.
The Moto-Hunt: Walk around and selection. You need to choose three bikes that are in the range, style, size and accessory level that the customer said was important. I usually like to start with the new – and then show two well equipped used models. One of those will be the one that they are willing to sit on, try, and get an attachment towards.
Direct Presentation: The pure facts of the negotiated deal are given; model, numbers, time frames, deliverables, cost per unit, logistics. In this step you are gauging the other person's level of excitement, interest, intent, and eagerness to do the deal. This is the most cut and dried way to present a deal – it is also the least effective – the sales rate on this model alone is below 25%
Emotional Presentation: Let the customer talk – Let them paint the picture of what they want. Ask them why the product or service is right for them, find out how they came to you (this is important for marketing focus too). Have them build the picture of how they want to experience the product or service – ask clarifying questions along the way – but NEVER mention price.
The Ego: You want to give the customer the indication that they are making the right decision. One of the best ways to do this is by saying; 'I can see you have done your research and are serious – when are you ready to make this a reality?' additionally Social proof is a great lead to getting to consensus. 'This is our most popular model'. 'Most people have been crazy about that color this year'. After each ot these statements you want to knod your head subtly 3 times – it confirms your connection to the agreement and gets their attention visually. You want to guage their reaction to social proof – some people are opposed to doing things the way everyone else is..... their reaction will tell you – if this is the case, reply with ' But I can see you are one that makes your own style – which one is your favorite?'
Cutting my riding teeth in Dirt and Moving to Sport bikes - I have sold those lines too.
Max-RPM Motos Did I mention that we had a stripper pole at this shop, and Red-Bull on Tap?
The Id: This is the brain – logic center – the heart of deal killers; keep it out as much as you can. Sell the sex – there is a reason that they say sex sells. You want to paint the picture of them already enjoying the product, already showing it off, already out posing to compete with their friends. Use words, like – sleek, powerful, svelte, elegant, stylish, bold, classic, timeless, sophisticated, elite, exclusive, limited edition, prestigious. If there is a way to try the item on for wearing, or sitting, or demo-ing, or a virtual presentation – put them in it; show them your product and how it already fits what they are looking for. Ask them where their first road trip will be – if they don't have one; be ready to recommend a couple.
The price: Never talk price before landing on a product. And even then - Never mention it. Things are expensive – everybody knows it – especially your customer. You want to shut down the price question 3 times – usually by then – they will get the idea that you are not there to price haggle; and you aren't. Don't cheap your product by giving discounts just because. 'How Much does it cost?” - What range were you looking to spend? You didn't answer the question – instead you have put the burden back on them. 'How much does it cost?' - Have you decided on your favorite yet – that will help me to get you the best deal. How much does it cost? - are you more concerned with down-payment, interest, monthly payment or overall price?
This is the time to introduce them to the finance department – because really, those numbers are their realm; and by quoting any numbers here – you miss the opportunity for Finance and Insurance additional bonus commission.
The Delivery: Make sure the bike is clean, fully gassed up, and ready to roll down the road. You need to go over the main features of the bike with the owner; even if they are a current owner – things change. On a NEW bike – you are required to go through the owners manual with the customer before they ride it out; and if you have one for the USED bike – I highly recommend it as well.
Take their picture and Make them Famous – send it to their email – social media – save it for your 'I love to Ride Wall'. Most sales guys will have photos across their cubical of all the riders they have helped to get down the road. I had a digital picture display frame that could hold 500 photos, and put them on slide show rotate. It was always a conversation item, and many are excited to be featured showing off their new bike.
The After Sale - this is where most lose the referrals, don't do that. When the new owner leaves the shop, make a point to call them later that night to make sure they got home ok. Ask them how the ride was - if you can't do it that night - it should be your first priority the next day. If you get voice mail - that is fine; but do not fail to make that call. At the same time Send them a Thank you email - and ASK them if they would like to be included on the dealership newsletter. Some people don't - make sure you OPT - THEM OUT, that move will do more good-will to them than your monthly marketing flier. HAND-WRITE a Thank You note - Thank them for letting them help you to find their bike, I like to include a HARD Copy of their photo, and three business cards, one with a fridge magnet on it. ASK for the Referral. I send this out 2 weeks after they bought. When doing the credit app, you will find their birthday - ADD it to your database to send them a birthday card. (you should have a searchable data base - if your dealer doesn't have it's own CRM) Never fail to greet them when they come back into the shop; and always - ask them where they have been, what they have seen, what is cool about the bike. Riding and Selling Harley Davidsons is FUN. But this process works for Caskets, Burial Plots, Senior Care Nursing Services, Health Insurance and of course Used Cars; all of which I have sold successfully.
For those of you on the other side of the table - Join me for my Motorcycle Buying Guide - and I will show you how to get the best deal on the ride you want. Having owned 13 bikes from different brands, I am well versed on that side of the table too.