Motorcycle manufacturers, dealer groups and individual dealers hire the company Pied Piper to measure and help improve the effectiveness of a dealership’s sales process by conducting anonymous “mystery shop” evaluations using their Prospect Satisfaction Index® (PSI®). Objectives are: •Measure their own sales process. • Compare their own sales process to that of same-brand dealers nationwide • Identify sales process areas in need of improvement • Improve their sales effectiveness and retail incremental units
The 2013 PSI study conducted between July 2012 and April 2013 using 2,503 hired anonymous mystery shoppers at dealerships representing all major brands, located throughout the U.S. Using data collected Harley-Davidson dealerships led all brands in 18 different sales activities, such as encouraging shoppers to sit on a motorcycle, asking for contact information and helping the shopper overcome obstacles to the purchase. Pied Piper has found a direct correlation between the mystery shopping scores and dealership sales. On average, when motorcycle dealerships are ranked by their PSI score, dealerships in the top quarter sell 22 percent more motorcycles than dealerships in the bottom quarter.
Salesperson behaviors more likely in 2013 than 2012 include the following: • More of them are offering demo rides (now 19 percent of the time) • More of them discuss features unique from competitors (now 49 percent of the time) • More of them encourage going through the numbers or writing up a deal (now 33 percent of the time)
Salesperson behaviors less likely in 2013 than 2012 include the following: • Fewer salespeople do a walk-around demonstration (now 70 percent of the time) • Not as many are adept at overcoming shopper objections (now 74 percent of the time) • Fewer salespeople provide compelling reasons to buy now (now 39 percent of the time)
Pied Piper also conducted a separate Online Leads Study between September 2012 and April 2013 by submitting Internet inquiries to a sample of 1,117 dealerships nationwide representing all major brands. Dealers responding to an online customer inquiry use an auto response (56 percent of the time), a personal response (16 percent of the time), and no response of any type (28 percent of the time). The brands whose dealerships were most likely to answer the customer’s specific question were BMW, Star, Husqvarna, Suzuki and Ducati. The brands whose dealerships were most likely to attempt to contact the customer by telephone were Harley-Davidson, Suzuki, Triumph, BMW and Victory.