Why motorcycle shops don’t sell motorcycles

[Cajun]

This is us a us study, but many thing would be simalar reasons in nz

article -> http://www.asphaltandrubber.com/news...cles/#more-772
report -> http://www.jdpower.com/corporate/new...spx?ID=2008264)


J.D. Power and Associates has just released a report that details some of the major reasons why motorcycle buyers purchase one bike over another. After talking to over 3000 customers in September and October, the report outlines four major factors for purchasing desiions, namely: why a buyer bought from one brand rather than another. The short answer is: The Dealer, the long answer is after the jump.



While almost all buyers cited price as being a factor, drilling down further finds that buyers often passed up on one motorcycle to buy another that costs virtually the same. So J.D. Power and Associates investigated further to see what the real reason was. In one sentence, it can be described as dealer experience. Their report lists some interesting numbers, but also makes the argument that a sale is won and lost on the dealership floor.

51 % of new motorcycle shoppers said dealer-related issues as a reason for rejecting a motorcycle brand. Read in a different light, that means that a motorcycle company could DOUBLE its sales if they improved their dealer experience for the customer to the customer’s satisfaction.

The frustration with dealers is further broken down into specific issues. 25% of customers said that the inability to test ride a bike was a major issue with buying a bike (this shouldn’t be a surprised since Americans are accustomed to test-driving cars before purchasing). To top this off 7% of motorcycle buyers indicated that the inability to test ride a bike was the most influential reason for not purchasing a particular motorcycle brand.

In addition, 18% of buyers rejected a motorcycle because it was not available at the dealership (its not clear if this means the particular model, or if a variation of the model is not available). 15% of buyers cited service being an issue, and that the perception of another dealer, who sold a different brand of motorcycle, having better service was enough of a reason for the buyer to choose that brand instead.

Motorcycle manufacturers should take note of this article and evaluate how their brand is percieved and shaped by their dealers. I’d be willing to bet if any of these companies hired a rabid brand manager, we’d see some dealers’ heads rolling.

[mstriumph]

I'm sure that research echos the experience of many here ....... i met a bunch of useless dealers when buying my last bike that left me vowing NEVER to darken their doors again........

unfortunately the excellent staff of the dealership where i DID buy have now all moved on ...... when i'm ready to buy again i shall have to either track them down or repeat the enire exercise

what we need is for Suppliers to start routinely INSISTING on a good level of competence in Dealer-staff ........ *sigh*

[wbks]

Thats a pretty big proportion (15%) who avoid buying from dealerships because of service. And I think thats true over here, too. My mate went into a shop (which shall remain nameless) in his stubbies and singlet looking like a farmer and the shop pretty much ignored him not keen to let him test ride this bike. Right after his dad turns up on his new zx6 their eyes must have lit up thinking "rich daddy will buy him this bike" and coudn't offer him a test ride quick enough. Seeing what kind of service they would give him after he handed his money over he said "fuckoff" and bought the same bike from a shop in auckland the next day

[Hitcher]

Talk about stating the bleeding obvious. But, chillingly, many bike shop owners and sales people just don't seem to get that.

[PirateJafa]

Thats a pretty big proportion (15%) who avoid buying from dealerships because of service. And I think thats true over here, too. My mate went into a shop (which shall remain nameless) in his stubbies and singlet looking like a farmer and the shop pretty much ignored him not keen to let him test ride this bike. Right after his dad turns up on his new zx6 their eyes must have lit up thinking "rich daddy will buy him this bike" and coudn't offer him a test ride quick enough. Seeing what kind of service they would give him after he handed his money over he said "fuckoff" and bought the same bike from a shop in auckland the next day

Actually I wouldn't be surprised if the fact that he was wearing "stubbies and [a] singlet" was why they didn't want him to have a test ride. If he turns up looking like a complete fucking squid then no surprise really.

[Gremlin]

why a buyer bought from one brand rather than another. The short answer is: The Dealer,

To top this off 7% of motorcycle buyers indicated that the inability to test ride a bike was the most influential reason for not purchasing a particular motorcycle brand.

15% of buyers cited service being an issue, and that the perception of another dealer, who sold a different brand of motorcycle, having better service was enough of a reason for the buyer to choose that brand instead.

Heavily agree on the these points. I only bought my bike after I had ridden an exact demo, and it took months for a demo to finally be available.

A mate is looking at selling/trading one bike, because the only authorised dealership in Auckland has a workshop that's quality is sliding. On the other hand, a dealership close to work and home is high quality, great workshop, different brands, but has bikes he likes anyway.

And weirdly enough, I was just talking to Dave at Botany Honda on Wednesday morning after taking the CB1000R overnight, and was mentioning how being a great dealer is a lot of the battle to gaining long term customers, and the fact that they had such good service meant if possible, their Hondas were chosen over other brands at least part due to them (which is technically irrespective of brand).

[wbks]

Actually I wouldn't be surprised if the fact that he was wearing "stubbies and [a] singlet" was why they didn't want him to have a test ride. If he turns up looking like a complete fucking squid then no surprise really.

Ok maybe thats right but if you had been in the area then you would know how much stuff like this and much more puts people off buying from them. They also did a half ass job on 3 bikes of my mates that I know of which is why they don't buy there either.

[Headbanger]

I recently done the rounds of the local bike shops, looking for a dirt bike on the very cheap end of the scale.

Responses ranged from the old classic of being ignored entirely, being told nope,can't help ya (followed by blank stare) to taking my name,number, and hitting the phones to see what they could find for me.

So, who did I buy a bike from?


None of them, I have no cash, Classic case of a time waster.


Muhahahahaha


beats working.

[wbks]

You are the reason I can't test ride a new bike unless I pretty much strap my cash to my forehead as I walk though the door! Asshole!




<3

[ckai]

Ok maybe thats right but if you had been in the area then you would know how much stuff like this and much more puts people off buying from them. They also did a half ass job on 3 bikes of my mates that I know of which is why they don't buy there either.

Interesting. I would love to know who you have the gripe with to see if we (wife and I) have the same issues. I ended up buying my bike from Tauranga because I didn't like certain shops here.

It suppose it's like all vehicle related stores though, or anything for that matter. All it takes really is one shitty salesperson and it's all over. Went to buy a company car a few years back. Had several makes in mind. I was dressed in average clothes but was paying cash (it was a good year ). The salesperson that approached us, after several other dealers failed, got the sale and has got 3 more sales after that one.

It's a pity the crap shops don't read this sort of stuff. They're already brilliant.

[98tls]

Not exactly life changing stuff there findings eh,if per chance i ever own a bike shop i would try (if possible) to have a demo day once a month.

[98tls]

I recently done the rounds of the local bike shops, looking for a dirt bike on the very cheap end of the scale.

Responses ranged from the old classic of being ignored entirely, being told nope,can't help ya (followed by blank stare) to taking my name,number, and hitting the phones to see what they could find for me.

So, who did I buy a bike from?


None of them, I have no cash, Classic case of a time waster.


Muhahahahaha


beats working.

Possibly more like "the old classic being ignored mate".

[samgab]

So what's a really GOOD bike shop in the Auckland area with helpful, knowledgeable staff that know what they're talking about and with a service dept that do a really good job?
Good experiences anyone?

[old git]

Seems like a real survey, for my sins i need a new bike, 1000cc+ old skool 80's type naked or a small fairing that will do monsterous miles giving it a bit of wellie. so Gsx1400, CB1300's or similar !!!!............now i'm nearly 50 have a clean licence (only at the moment) and i don't live out in the wop wops, only 50 k's to CHCH, and can i find an effing demo bike for a few hours or so, no i bloody cant...........WHO THE F##K buys a new one without a test ride!!!,
So mr yamasuondakis pull your effing fingers out and find demo bikes for us real bikers before i do something silly and start looking at HAR..............(fuck me never!!).
Gripe over for tonite.

[Gremlin]

So what's a really GOOD bike shop in the Auckland area with helpful, knowledgeable staff that know what they're talking about and with a service dept that do a really good job?
Good experiences anyone?

What brand? If you read Kiwibiker and try to sum it up, you won't have one shop left that someone hasn't had a bad experience.

The key is to a, find a good shop, b, establish a good relationship, c, enjoy it.

The huge benefit of a good relationship can pay dividends, but then, it also depends how you present yourself, and what you want/ask for. AMPS had barely seen me, I'd never had a bike from them, but they let me spend a Saturday taking out 3 bikes in a row, for 90-120 minutes at a time. Sure, I bought one, but there was no existing relationship.