--- >
> I'm seeking general information about what riders, consumers,
> customers are looking for in or from a dealer/shop. Not wanting to
> bash particular dealers or shops, nor find praise for any either.
> Just what 'makes' a dealership/shop someplace you choose, or not
> choose to do business with.
>
>>
Hi,
Your question is very timely in my case. I am shopping for a dual
sport bike which I iwll be purchasing in Jan-Feb. I have not owned or
ridden bikes for 25 years. Yes, I belong to the baby-boomer category
of customers with money burning a hole in my pockets.
I live in Southern California and am this fortunate to have several
choices of dealerships within 20 miles or so form my house.
I work in the automotive OEM undustry and have a very good knowledge
of how car stores operate.
I have visited 6 stores so far in person and another 10 or so on the
web.

In all but two instances, the experience has left me wanting. The two
instances I liked were a smaller store with an extremely knowledgable
sales person, half my age, but who at least did not treat me like an
idiot geezer and answered even my dumb questions. (how/when do I
change the oil in this thing). He assisted me in elimiating one of my
choices though sound advice and good qualifying questions on how I
planned to use the toy.The other good experience was at the
Harley/Buell store. While they did not have any bike I was looking for
(my error) they are very much in tune with their demographics and
understand that the old geezer (me) who drives up in $75K Gernman
car, can probably afford to buy anything in their store in spite of
the dumb questions.They also know a thing or tow aboutmercnhandizing
and have the clothing and accessories displayed in a way that makes
one want to spoend money there.

The disappointing visits contained elements of what not to do to be
successfull in a dealership. In no particular order:
No, Im still kinda new here and can't answer many of your questions,
but if you tell me which one you want, I will get you a great deal.
No, I dont have a Dakar in stock, I dont know when the next one will
arrive. Just place a deposit and I will call you when I know more.
The large breasted/blonde in the clothing department: No, I dont know
what clothes you should by for your type of riding,but if you bring
them up here I willring them right up for you.
No, you cant ride any of these bikes, even in our parking lot until
after you buy it.
No, we dont deliver (6 miles from my house)
No, we dont carry any bike trailers or racks
No, I don't know which helmet is better. Just pick one with the
colors you like
No, I dont know about the closest motorcycle safety foundation course
No, I dont know who provides motorcycle insurance in this area
No, we dont have a club or dont know of a club for riders in this area

etc, etc.

Thanks for asking. Fix all these things and you will be rich. Make
the store attractive, well lit, spotless, well merchandized, follow
up, conduct in-house seminars and open houses.
In other words, bikes are not about transportation, they are about a
life-style.