Victory Motorcycle Brand Maintains Top Ranking In 2011 Prospect Satisfaction Index

For the second year in a row, the Victory Motorcycle brand is the top-ranking motorcycle maker in prospect satisfaction in the new Pied Piper Prospect Satisfaction Index (PSI). The study measured how effectively each brand’s dealership helped motorcycle shoppers become motorcycle buyers.

Harley-Davidson finished second, while Ducati and Triumph tied for third, followed by BMW and Yamaha, all of which scored above the industry average. The study demonstrates again that both American and European motorcycle brands are very good at creating a strong brand affinity and satisfaction at the retail level.

The Pied Piper study observed that due to overall dealership profitability decline sales experience quality deteriorated at the retail level. Among the sales processes that suffered were the salesperson providing compelling reasons to buy now, and offering a test ride. Sales processes that have improved include encouraging shoppers to sit on a motorcycle, salespeople introducing themselves to shoppers, and explaining service and maintenance programs.

In a shrinking motorcycle sales market dealership experience is more important than ever. Fran O’Hagan, president and CEO of Pied Piper Management Co., LLC, said in a statement: “The days of ‘order-taking’ are over, and a helpful and effective salesperson can make the difference by turning a shopper into a buyer.”

Brands that were below the industry average in the study were, in descending order, Suzuki, MV Agusta, Kawasaki, Honda, Aprilia, KTM, Husqvarna and Moto Guzzi.2011 marked the fifth year for the independent Pied Piper PSI benchmarking study, which sent 1,967 hired anonymous “mystery shoppers” into motorcycle dealerships nationwide. The study measured how effectively each brand’s dealership helped motorcycle shoppers become motorcycle buyers.

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6 Responses to “Victory Motorcycle Brand Maintains Top Ranking In 2011 Prospect Satisfaction Index”


  1. 1 jonesy May 3rd, 2011 at 7:56 am

    Personally, I’m much more impressed with a company that can sell 225,000 motorcycles in a year and number two than a company that sells 5000 and is number one. It’s a little like saying Porsche has a better sales management ranking than Ford – no shit.

  2. 2 Paul Rosebrock May 3rd, 2011 at 7:59 am

    Just wanted to let you know I appreciate the diversity of coverage you bring to the MC world. Have always been a fan of your artistry and I have been reading your blog every day, several times a day for years now.
    Great Work!!! Thank You

    Paul Rosebrock

  3. 3 Horst Roesler May 3rd, 2011 at 10:17 am

    I just LOVE the name designator: Pied Piper “Prospect Satisfaction” index. Would love to see how they create their data. Marketing is just a superb business tool, if you want to steer people into certain directions without really uncovering the foundations where the data comes from.

    If you want to know why I had such a great laugh on the “PSI” name – and for further enlighment, see

    http://en.wikipedia.org/wiki/Pied_Piper_of_Hamelin

  4. 4 Donnie May 3rd, 2011 at 10:25 am

    How does Pied Piper PSI work?

    Manufacturers and national dealer groups arrange for Pied Piper PSI evaluations for their dealer network, or individual dealerships order Pied Piper PSI evaluations directly on this site. During the designated month, Pied Piper PSI shoppers will anonymously visit the retail location, go through the sales process without buying, and report their findings for 50+ separate elements of the sales process back to Pied Piper PSI. The retailer will shortly receive an email notification with their Pied Piper PSI Shopper Evaluation Report attached. Additional reporting is available on-line for viewing and printing.

    What’s in a Shopper Evaluation Report?

    • Pied Piper PSI Score for the retail location. Overall evaluation of the location, directly comparable to Pied Piper PSI Scores for the industry overall, or for a specific brand.
    • Easy to understand “A – B – C – D – F” grade for this Pied Piper PSI evaluation; plus the same grading scale for the dealership average.
    • Top 10 / Bottom 10 Chart. Calculated as an average over the last six dealership evaluations, this chart shows sales process areas where the dealership falls furthest above or below the national average of other same brand dealerships.
    • Question-by-Question Detail. Detailed insight into 50+ separate elements of the sales process.
    • Shopper Comments. The visit in the shopper’s own words for 20+ separate elements of the sales process.
    What else can I see? On-Line Benchmarking.

    The Shopper Evaluation Report is just the first step. As soon as a retailer receives their first Shopper Evaluation Report, on-line benchmarking is turned on for the retailer.
    On-line benchmarking allows the retailer to see how their operation compares-question by question-to the average for other same-brand retailers, as well as to the overall industry average.
    On-line reporting also includes the PSI Performance Dashboard. The PSI Performance Dashboard takes an average of the dealership’s last six evaluations to determine the dealership’s typical sales process. Dealerships are then able to measure and track their sales process, rather than just one-off evaluations of a single salesperson or a single shopper.
    Compare your retail location’s performance overall.
    See how your retail location performs for a specific month, or see how your six-month rolling average Pied Piper PSI score compares to the same-brand average, and to the industry average.
    Compare your retail location’s performance question-by-question.
    Results are shown for a multitude of specific elements of the sales process, divided into categories depending upon the industry.
    Examples of sales process categories include the following:
    • Dealership Welcome
    • Inventory Display
    • Salesperson Professionalism
    • Salesperson Attitude
    • Facility Exterior
    • Facility Interior
    • Fact Finding
    • Product Knowledge
    • Prospect Involvement
    • Salesperson Selling
    • Brand Focus

    Annual Manufacturer Pied Piper PSI Study

    Pied Piper PSI analysis and reporting is also provided to manufacturers to help them identify and target areas of national importance. Manufacturers are provided a comprehensive review and presentation of their Pied Piper PSI performance, which not only delivers annualized benchmarking data for their industry, but also identifies statistical relationships showing which aspects of the sales process are most critical for their industry and for their specific brand.

  5. 5 Brett Amstrong May 3rd, 2011 at 5:48 pm

    Follow the stock Polaris (PII) versus Harley (HOG) and see by yourself who is winning.

  6. 6 martin Twofeather May 4th, 2011 at 8:22 pm

    Well I think it’s great the American motorcycle industry is doing so well in this crappy economy….

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