Independent market research firm Pied Piper just released its Prospect Satisfaction Index (PSI), a study now in its fourth year of how dealerships treat motorcycle shoppers. The study was conducted by sending 2,014 “mystery shoppers” to motorcycle dealerships around the country between July 2009 and April 2010 with for objective to rate dealership salespeople on how they help or hinder potential motorcycle buyers.
14 major motorcycle brands were visited and Victory, a division of Polaris, rated # 1 overall. As a plus, Victory salespeople appeared to be the most interactive, asking for a prospect’s name and contact information and encouraging him to sit on motorcycles in the showroom.
2nd ranked brand is Harley-Davidson scorig high in remaining attentive to the needs of a prospect and describing features and benefits of each model. 3rd ranked Ducati appeared to be the most knowledgeable and able to answer the largest number of technical questions. In reference to the 2009 study, the PSI results suggest that 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 the competition doesn’t have. But the availability of different financing options is mentioned only 52% of the time. From 2009 to 2010 Triumph, Victory and Yamaha are the 3 brands showing the biggest score improvements.