► Motorcycle News 2010
Motorcycle Dealer Satisfaction Study
Graphics and Text Courtesy Pied Piper Management, LLC.
Edited by webBikeWorld.com
2010 Motorcycle Dealer
Prospect Satisfaction Index
Victory Dealers Ranked Highest in New Study
Clothing, Helmet and Product Reviews
May 3, 2010 - The Victory Motorcycle brand from
Polaris Industries, Inc. ranked highest in the newly released 2010 Pied Piper
Prospect Satisfaction Index U.S. Motorcycle Industry Study, finishing ahead of Ducati,
Triumph, Yamaha and MV Augusta, all of which scored above the industry average.
Now in its fourth year, the independent Pied Piper PSI study sent 2,014 hired
shoppers” into motorcycle dealerships nationwide. The patent-pending PSI process
measures how effectively each brand’s dealerships help motorcycle shoppers
Overall industry performance improved across 84% of the individual sales process
by the study, which also generated higher overall PSI scores for eleven of the
Victory dealerships achieved their first place ranking by substantially
individual sales process activities including asking for a prospect’s name,
asking for the sale, and
asking for a prospect’s contact information. Victory salespeople also led all
other brands in areas
such as asking follow-up questions, addressing features unique from the
encouraging prospects to sit on a motorcycle.
The top-ranked PSI brands from 2008 and 2009, Harley-Davidson and Ducati, also
led all brands in
multiple sales process categories. For example, Harley-Davidson salespeople were
the most likely
to remain attentive and focused on a prospect and were most likely to address
features and benefits
specific to a prospect’s needs.
Ducati salespeople were most likely to be able
to answer all product
questions and were most likely to ask how a vehicle would be used and by whom.
The brands with
the largest PSI score improvement from 2009 to 2010 were Triumph, Victory and
The past year was difficult for the U.S. motorcycle industry, with fewer
dealerships, and industry on-highway retail sales declining more than 40%.
However, the PSI study
results suggest that motorcycle dealership salespeople worked harder to help
those sales prospects
who did visit their dealership. For example, this year salespeople were on
average 42% more likely
to ask about a trade-in, 23% more likely to ask about factors preventing
purchase, and 22% more
likely to mention features unique from the competition.
“Sales process improvement leads to retail sales improvement,” said Fran
O’Hagan, President and
CEO of Pied Piper Management Co., LLC. “The most successful brands are the ones
prospects hopefully buy during their visit, but if not, they still leave as a
fan of the brand and
Even with the widespread improvement in sales behaviors, there is still plenty
of room for further
improvement throughout the motorcycle industry.
For example, motorcycle
salespeople still ask for
a prospect’s contact information only 48% of the time, give compelling reasons
to buy from their
dealership only 35% of the time, and mention the availability of different
financing options only
52% of the time.
The 2010 Pied Piper Prospect Satisfaction Index U.S. Motorcycle Industry Study
between July 2009 and April 2010 using 2,014 hired anonymous “mystery shoppers”
located throughout the U.S.
Examples of other recent Pied Piper PSI studies are
the 2009 Pied
Piper PSI U.S. Auto Industry Study, in which Mercedes-Benz was ranked first, and
the 2008 Pied
Piper PSI U.S. RV Industry Study (Class A), in which Winnebago’s Itasca brand
was ranked first.
About Pied Piper Management
About Pied Piper Management Company, LLC
Pacific Grove, California-based Pied Piper Management Company, LLC develops and
runs sales and marketing programs to maximize the performance of dealer
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