No less than 1,967 hired anonymous "mystery shoppers" were sent into motorcycle dealerships nationwide, to help measure how effectively each brand's dealerships helps customers become motorcycle buyers.
Victory dealerships led the industry overall in multiple sales activities such as providing a product walk-around demonstration, mentioning the availability of financing options, mentioning the availability of accessories, and pointing out features unique from the competition.
Eleven different brands led at least one sales process category. For example, Harley-Davidson salespeople were most likely to mention specific features and benefits tied to the shopper's wants and needs. Ducati salespeople were most likely to offer a test ride. Triumph salespeople were most likely to ask for the sale. BMW and Yamaha salespeople were most likely to make an effort to write-up a transaction.
"A strong dealership sales process is needed today more than ever," said Fran O'Hagan, President and CEO of Pied Piper Management. "The days of 'order-taking' are over, and a helpful and effective salesperson can make the difference by turning a shopper into a buyer."
The PSI study results also show that top-ranked brands are less likely to suffer from salespeople taking a prospect interested in one brand, and encouraging them to consider another brand instead. Less than one in ten Harley-Davidson, Victory and BMW shoppers encountered salespeople trying to promote another brand instead. In contrast, more than one in four Aprilia, Husqvarna, Kawasaki and Moto Guzzi shoppers experienced salespeople encouraging the shopper to consider another brand instead.