Harley Dealers Top Satisfaction Rankings
2012 Pied Piper PSI Motorcycle Industry Benchmarking Study
The California-based Pied Piper Management Company, which develops sales and marketing programs to maximize dealer performance, has released its latest study – the 2012 Pied Piper Prospect Satisfaction Index (PSI) US Motorcycle Industry Benchmarking Study.
The study, which measures dealership treatment of motorcycle shoppers, reports that Harley-Davidson dealers have returned to the top of the rankings. The Motor Company topped the rankings due to leading in 16 different sales activity categories, such as offering test rides, obtaining contact information and asking for the sale, the Pied Piper reports.
Ducati and BMW were tied in second in the study that had rankings determined by the patent-pending Pied Piper PSI Process, which utilizes “mystery shopping measurement and scoring to industry sales success.
In a three-way tie for fourth was Triumph, Victory and Indian motorcycle brands (Victory and Indian part of Polaris Industries).
The study delved into many categories, such as sales process. The reports stats that 12 different brands lead at least one sales process. Ducati, Husqvarna and Triumph dealerships were twice as likely to offer a brochure to shoppers than dealerships selling Suzuki, Honda or Kawasaki. Similarly, Harley-Davidson, BMW and Ducati dealerships were twice as likely to ask for contact information than dealerships selling Husqvarna, MV Augusta or Moto Guzzi, the Pied Piper reports.
Overall, dealer performance vastly improved across the motorcycle industry from 2011 to 2012, with only three of 16 brands failing to achieve higher scores.
The Pied Piper reports that “industry improvement was widespread throughout the sales process, with over 80 percent of the individual sales process factors improving on average. Compared to the previous year’s results, the 2012 study showed that motorcycle salespeople were 14 percent more likely to provide compelling reasons to buy from their dealership, 13 percent more likely to ask for the sale and 11 percent more likely to provide compelling reasons to buy now.”
Fran O’Hagen (President & CEO of Pied Piper Management Co. LLC.) says: “Today’s motorcycle salespeople have become much more effective at helping shoppers become buyers. For example, five years ago, a motorcycle salesperson would introduce him or herself to a prospect only six times out of ten. Today it is nine times out of 10.”
Although progress have improved, the PSI says there is “plenty of room for further improvement.”