Harley Davidson dealers are the best when it comes to treating motorcycle shoppers: BMW and Ducati come next
Harley Davidson dealers have been ranked as the best when it comes to treating shoppers who come to their store, according to Pied Piper Management Company, a California based company. PPMC deals with sales and marketing programs to accentuate dealers performance and they have come out with their list of Prospect Satisfaction Index (PSI) for the US motorcycle industry.
This is a study that measures the way in which dealers treat motorcycle shoppers. The data collected is tabulated and accordingly they are ranked. The report suggests that Harley Davidson dealers have the top most ranking. The company topped the rankings in 16 different sales activity categories which included test rides, contract information and asking for the sale. Study rankings by Pied Piper Management Co ties mystery shopping measurement and scoring to industry sales success.
BMW and Ducati finished in a tie in second place followed by Triumph, Victory and the Indian brands from Polaris Industries. Performance increased substantially from 2011 to 2011 with only three of sixteen motorcycle brands failing to achieve higher scores.
Ducati, Husqvarna and Triumph dealerships were more than likely to offer a brochure to shoppers than Suzuki, Honda or Kawasaki. Likewise BMW, Harley and Ducati were also more likely to ask for contact details of customers than companies like Husqvarna, MV Augusta or Moto Guzzi.
Despite these improvements in dealership customer relationships Mr. Fran O’Hagan, President and CEO of Pied Piper Management Company said that there is still scope for improvement.
Auto News Release
Harley-Davidson dealers return to the top ranking in Pied Piper Management Co.’s annual study measuring how well dealers treat motorcycle shoppers.
The California-based research company today released results of the 2012 Pied Piper Prospect Satisfaction
Index (PSI) U.S.Motorcycle Industry Benchmarking Study.
BMW and Ducati finished in a tie for second,followed by Triumph,Victory and Indian in a three-way tie for fourth. Industry-wide performance improved substantially from 2011to 2012,with only three of 16 motorcycle brands failing to achieve higher scores.
Harley dealerships led all brands in 16 different sales activities such as offering test rides, obtaining contact information and asking for the sale. Brand performance varied considerably from brand to brand,with 12 different brands leading at least one sales process category. For example, Ducati, Husqvarna and Triumph dealerships were twice as likely to offer a brochure to shoppers than dealerships selling Suzuki,Honda or Kawasaki. Similarly,Harley-Davidson, BMW and Ducati dealerships were twice as likely to ask for contact information than dealerships selling Husqvarna, MV Agusta or Mota Guzzi.
Industry improvement was widespread throughout the sales process,with more than 80 percent of the individual sales process factors improving on average. Compared to the previous year’s results,the 2012 study showed that motorcycle salespeople were 14 percent more likely to provide compelling reasons to buy from their dealership, 13 percent more liKely to asK for the sale, and 11 percent more likely to provide compelling reasons to buy now.
“Today’s motorcycle salespeople have become much more effective at helping shoppers become buyers said Fran O’Hagan, president and CEO of PiedPiper Management Co. For example,five years ago, a motorcycle salesperson would introduce him or herself to a prospect only six times out often. Today it is nine times out of ten.
Despite the progress,the study results also show that there is plenty of room for further improvement. Today motorcycle salespeople ask for contact information only 43 percent of the time, offer test rides only 16 percent of the time, and attempt to write up the transaction only 29 percent of the time.
Between July 2011 and April 2012, PiedPiper hired 1,653 anonymous mystery shoppers to visit dealerships throughout the U.S.After each visit,the shoppers answered more than 57 yes/no questions regarding the dealership and its sales process for a particular brand of motorcycle.Pied Piper then tallied the results to give each brand a score for sales effectiveness.
An example of another recent Pied Piper PSI study is the 2012 Pied Piper PSI Internet Lead Effectiveness (ILE) Benchmarking Study, in which the Lexus and lnfiniti auto dealer networks were ranked first in a tie. Complete Pied Piper PSI industry study results are provided to vehicle manufacturers and national dealer groups.Manufacturers, national dealer groups and individual dealerships also order PSI evaluations as a tool to improve the sales effectiveness of their dealerships.