Florida Motorcycle Dealer Association Sam Dantzler
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Florida Motorcycle Dealer Association
Sam Dantzler
Plan A or Plan B?
• Champion a cause.
• Tell you what you are doing wrong.
• Tell you what I think.
What I’m NOT here to do…
• As an industry, where are we?
• What’s the message? What’s possible?
• New Thinking/Products
• Can we help?
Agenda
• 2003 = 6250 franchised dealers
• 2006 = 7500 franchised dealers
• 2007 = 6500 franchised dealers– 30 got “picked up”– Almost a 13% decrease in 1 year
• Conclusion?
Dealer Base
MIC StatisticsTotal Units, YTD, Sept 2008
2007 2008 % Change
# Units Mkt Share # Units Mkt Share
On-Highway 560,529 44.5% 548,747 48.8% -2.1%
Off-Highway 152,086 12.1% 114,174 10.2% -24.9%
Scooter 45,975 3.6% 69,227 6.2% 50.6%
Dual Sport 30,759 2.4% 39,805 3.5% 29.4%
ATV 470,630 37.4% 352,846 31.4% -25.0%
Total 1,259,979 100.0% 1,124,799 100.0% -10.7%
Key Points: ATV and Off Road continuing decline
Scooters up dramatically
Dual Sport continues to grow
RPMG– Comparison
H-D Metric
Units Down 8% (555)
Down 14% (666)
Used GP 17.5 (+ 5%) 18.6 (-2%)
New GP 19.03 (- 2 %) 15.4 (+2%)
Payroll 8.2 (+5%) 8.1% (-1%)
Net 11% (-3%) 7.5% (FLAT)
F&I – Comparison
H-D Metric
F&I PUS 1181 (+5%) 506 (-6%)
Fin Pene 62% (+3%) 52% (-4%)
Svc Cont. 25% (FLAT) 28% (FLAT)
Payroll % 13.9% (FLAT) 19.7% (+8%)
Contrib 77% (-2%) 74% (-5%)
• “It’s not where you are it’s how you are.”
• “Elevator guy”
• Value of a door swing?
• Swings up 12% H-D and 16% Metric, yet Greets down 18% H-D and 8% Metric
Where is the headroom?
Fuel costs
• Fuel economy = used bike justification
• Consumer reports study - 26% of responses considered giving up their car with 18% looking at a motorcycle
• “Need Based Buyer”?
• Greets
• Psychology versus structure
• Easy on salespeople – tough on team leaders and managers
• Exponentially more intense
• Camel or horse?
Two-step sales process
• When the student wants to learn, training ALWAYS works.
• Only difference is customer experience
• If “show” is good, customer buys on experience, not price.
• Do you spend time with employees and customers, or do you invest time with them?
Value of training
• Manager frustrations?– Departmental communication– Expectations?
• How many business units under one roof?
• MUST make it easy to buy for customer, and MUST create show.
• Solution? TEAMWORK
Teamwork
• 1.5% H-D and 1% Metric
• Not conventional media
• Events
• Need to be a destination
• HOG chapter as greeters
• Loyal TV
Advertising/ Marketing
• What is your turnover rate?
• 200-plus percent?
• How often do people trade up on motorcycles?
• Where are they???
Owner Orphan Base
• Traffic Log Pro
• Automated T/L
• 18-11-3-1
• Polaris Test program – More OEM involvement
• Call Log Pro (CLP)
• Customers for Life (CFL)
MUST have a CRM
• 90-Day Online training
• “Hitting & Blocking” DVDs
• Training DVD’s
• Reports/Database
• Website Access/Chat Rooms
• MDPs
• Monthly in-dealership trainers
Can we help?
• January 24-26, Atlanta• For managers• 42 modules with 15 presenters• Industry Partner involvement
• Train up, or train out
Update 2009
Profit Gap Analysis
• As a category, who makes the most money in the US?
• Booze, chocolate, cycles
• Who participates?
• Powersports is inclusive!– Cycles, ATVs, boats, RVs
Escapism
• Sam.dantzler@assurant.com
• Cell 720-236-7296
• RPM Group (Assurant 20 Clubs) 303-338-1122, Dean Morton
Thank you! Q&A?
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