May 2013 Newsletter

“Try as I might, I cannot deliver the

WHY like Sam can! If I could, I would

shut the store down for a few days so

everyone could experience the “Sam

Show” firsthand! We will pass all of the learnings onto every single member on the

Team! We thank you, our Team thanks you, and most of all, our Customers thank

you, Sam!” – Chris Creed, Owner, Gateway Harley-Davidson/Buell

“Your sales “intervention” was excellent, refreshing content… Passion and en-

thusiasm with a WHY! We completed DWP training two weeks ago and reviewed

DISC last week, so the timing of having you here was perfect. CSI is a cultural goal

we are trying hard to implement this year and what you delivered today, I’m sure,

will help us to succeed in accomplishing that.” – Scott King, Owner, Del Amo Motorsports

“It was great to meet you, Sam. I enjoyed your visit greatly and thank you for making it fun. You are an amaz-

ing teacher and motivator.” – Paul Nadler, General Sales Manager, Lone Wolf Harley-Davidson

As always, please continue to give us feedback on the website and suggestions for training topics we can ad-

dress: [email protected]

Sam Dantzler

Every psychology book out there will tell you that you feel comfortable surrounding yourself with people who are like you. To go outside that box is uncomfortable, but true sales-people know it’s required to be successful. With four com-mon personalities out there (Promoter, Controller, Analyst, and Supporter), you’ve only got a 25% chance that the next customer coming through the door will be “like” you. When someone doesn’t fit the mold, how quickly are they dismissed by your staff as “just looking?” The goal with the next person through the door SHOULD BE to enroll them into the Powersports family – arms flung wide open to embrace them. Note that I didn’t simply

say, “Sell them some-thing.” I’m constantly amazed at how quickly customers are judged and dismissed in our industry.

This week, I had the pleasure of having my good buddy and col-lege roommate Matt come visit me for a few days on his

way back across the country. I promptly got the motorcycles ready for a beautiful Colorado ride through the mountains. After carving some turns, I felt like showing him the Little Bear Saloon. This is a tiny, yet very popular, biker bar where bands like Dave Matthews, Widespread Panic, and Tom Petty have graced the stage. It’s historic, full of character, and would make a great break from the days’ riding. The problem

was that Matt and I were on two sportbikes (KTM RC8R and Triumph Speed Triple R) when we pulled up next to the rows of Harleys. A guy on a classic Norton Commando saddled up right next to us and we had a great parking lot chat. Walking

NEWSLETTERIssue No. 15 | May, 2013

- 1 -

Garage Testimonials

...continued p. 2

Welcome to the Family

into the establishment, it’s as if the band almost choked, as all heads turned to the two guys who obviously found their way into the wrong bar. Matt and I were the only ones there wear-ing armored jackets and full-face helmets (or any helmets). More impor-tantly, we didn’t have rid-ing vests, bandanas, and gang logos tattooed on our arms. To pour salt on an already open wound, I went to the bar and ordered two Coca-Colas. Oh yeah, I did that. The woman at the bar was

literally speechless, yet somehow got out the words, “Uh… um… the Coke is out. I’ll go check it.” 20 minutes and 3 requests later, she hadn’t checked it. While Matt took pictures of himself with his helmet on backwards, for obvious Facebook posts, I realized we simply were not going to be served at this facility. We didn’t fit in, and the staff there prejudged us. What a shame as Matt and I had a pocket full of cash, were crazy-hungry, not to mention damn

good Karaoke performers. I won’t be returning there with any of my many riding buddies on any of our many rides into the Colorado Mountains. Not only did they lose our money that day, they lost all the money I would have brought to them in referrals and return business if only they would have looked beyond my sportbike and riding gear.

We jumped back on the bikes, and I figured I’d show him the very famous Red Rocks Amphitheater (think “U2, Live at

Red Rocks”). On our way out, a very heavyset, 50-something woman was standing next to her car with her daughter, son-in-law, and grandson. She had a cheap white t-shirt on, and the car was a rusted out old Honda civic, and it would have been quite easy to make judgments of our own. (I actually did… People of Wal-Mart). She looked at Matt and said, “Would you mind if I sat on that bike?” Not wanting to pony-up my bike as he was borrowing it, Matt looked at me for answers. What the hell. “Sure you can,” I said. I really didn’t think she’d get that leg over the seat, but she did. And she was nice. And she really loves motorcycles. And she told us about her

dream of owning a Triumph one day. “Fonzie had one, ya know,” she said. I did know. I love Fonzie. She was shocked at how comfortable the Speed Triple was, as well as impressed at how “sup-portive” the tank was on her “abs.” She was killing us! I referred her to two Denver Triumph dealers, as well as let-ting her know how affordable they can be. The expression on her face was very cool. In addition to the infor-mation, she was just pleased that someone actually took her seri-ously… and she appreciated it.

We’re all guilty of prejudging. The biggest example lies in the customer question, “How much is this one?” It’s easy to

- 2 -

...continued p. 3

Read the Instructions: People don’t read the instructions. I’m as guilty as the next. With a new fender

eliminator kit, I’m the last one to tear into the instructions - until, that is, I’ve screwed up the wiring and

need to undo everything and begin again. Often, I’ll be all ready to call Competition Werkes to tell them

what they sent me is broken… until I read the instructions and realize I’m the one that screwed it up.

I’m sure your sign does say, “Service is in back.” I’m sure the ad reads, “Free T-Shirt to the first 20

people.” And, I’m certain that we have an F.A.Q. page that tells you how to reset your password and

why you can’t log on. But nobody reads those things. Go into it with a fresh perspective, start a trend in

your life of being resourceful, attempt to find the solution sometimes, and then be patient with people

because, after all, you didn’t read the instructions either, did you?

What We Learned

- 3 -

MAY 2013

1 Augusta, GA

2 Austin, TX

5-8 Chicago, IL

20-21 Atlanta, GA

23-24 Dallas, TX

30-31 Loveland, CO

JUNE 2013

3-4 Denver, CO

10-11 Las Vegas, NV

18-19 New Orleans, LA

25-26 Houston, TX

JULY 2013

9-10 Houma, LA

14-17 Redondo Beach, CA

Visit us online:samspowersportsgarage.com

Where’s the Sam Show?

think that person is a price shopper, but consider this: our in-dustry is intimidating. For the 97% who don’t ride, it’s intimi-dating to walk in the door. Sons of Anarchy is intimidating. The image of the employees can be intimidating. The bikes themselves are technical marvels, so they too are intimidat-ing. The only thing most people are accustomed to asking is about the price. That’s actually NOT intimidating, and if you’ve given them nothing else to get excited about, what do you expect them to ask?

Uncle Ed used to say that an average salesperson vs. a good one was the difference in 2 bikes per month. Is it worth it? An extra 24 bikes per year, per salesperson is certainly worth tak-ing time to listen to people and not prejudging them. Cut-rate sales clerks talk to people about “stuff.” Great sales people talk to people about people. Great sales people find a way to adapt to any personality walking through the door, engaging with the customer no matter their look, their style, or their per-ceived attitude.

Take the salesperson litmus test. When you get on an eleva-tor, do you push your floor and look down at your shoes? Or does it just kill you not to spark up a conversation with the person next to you? One of those reactions will serve you well in this industry.

Welcome and invite the people walking through your door into the Powersports family – we’ve got the room! •

Sam Dantzler

FAQs...Question:How do I add employees to my Dealership

subscription?

Answer:You can add your employees to your Dealership

subscription by clicking on the link at the bottom

of the Site Pricing page, which you can navigate

to by clicking on the Site Pricing icon from the

Open Garage page. The link reads, “If you have

already purchased a Membership and need to add

employees...”

Please allow 24-48 hours for your employees to be

added to your Dealership Subscription.