Harley-Davidson dealerships returned to the top ranking in the newly released 2012 Pied Piper Prospect Satisfaction Index® (PSI®) U.S. Motorcycle Industry Benchmarking Study. The study measures dealership treatment of motorcycle shoppers.
Study rankings by brand were determined by the patent-pending Pied Piper PSI process after measuring “Sales Effectiveness” three different ways: 1- when a shopper walks through the door (In-Person Mystery Shopping) 2- when an Internet Lead is received (Internet Mystery Shopping) 3- when a Telephone Lead is received (Telephone Mystery Shopping)
BMW and Ducati finished in a tie for second, followed by Triumph and the Victory and Indian brands from Polaris Industries, in a three-way tie for fourth. Industry-wide performance improved substantially from 2011 to 2012, with only three of sixteen motorcycle brands failing to achieve higher scores.
Harley-Davidson dealerships led all brands in sixteen different sales activities such as offering test rides, obtaining contact information and asking for the sale. Brand performance varied considerably from brand to brand, with twelve different brands leading at least one sales process category. For example, 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.
Industry improvement was widespread throughout the sales process, with over 80% 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% more likely to provide compelling reasons to buy from their dealership, 13% more likely to ask for the sale and 11% more likely to provide compelling reasons to buy now. The 2012 Pied Piper Prospect Satisfaction Index U.S. Motorcycle Industry Study was conducted between July 2011 and April 2012 using 1,653 hired anonymous “mystery shoppers” at dealerships located throughout the U.S.