The Pied Piper Prospect Satisfaction Index (PSI) use a patent-pending mystery shoppers methodology to score sales success of dealers of major motorcycle brands. On different criteria regarding the sales process motorcycle dealer performance vary considerably, but overall they do a better job than in 2013 with 12 of 17 motorcycle brands achieving higher scores. Ducati dealerships takes the top rank, a position it was holding in 2009. Harley-Davidson, number one in satisfaction in 2013, is now ranked second with the same number of points. than last year. Bombardier’s Can-Am, for its first appearance in the index is debuting with a 3rd place ranking.
Offering test rides: It’s a challenge for many dealers to offer them. Dealers mentioned to mystery shoppers immediate or future test rides 52% of the time compared to only 36% of the time three years ago. Ducati, Can-Am, Harley-Davidson and BMW—mentioned test rides to more than 60% of their customers, while dealers selling Moto Guzzi, KTM, Yamaha, Suzuki and Honda mentioned test rides to less than 30% of their customers.
Suggesting writing up a deal: Dealers selling Can-Am, Harley-Davidson, Suzuki, Ducati and Triumph were most likely to suggest going through the numbers and writing up a deal, while dealers selling KTM, Aprilia, Moto Guzzi, Victory and BMW were least likely. Industrywide, salespeople attempted to write-up a deal 39% of the time, compared to 30% of the time three years ago. The survey found that sales associates suggest sitting down at the desk to discuss the possible purchase only 39 percent of time, mention the availability of financing options 62 percent of the time.
Asking for customer contact information: Dealers selling Harley-Davidson, Ducati, Can-Am, Victory and Triumph were most likely to ask for customer contact information, while dealers selling Moto Guzzi, KTM, Suzuki, Aprilia and Yamaha were least likely. Industrywide, salespeople asked for customer contact information 52% of the time, compared to 46% of the time three years ago.
The 2014 Pied Piper Prospect Satisfaction Index U.S. Motorcycle Industry Study was conducted at dealerships between July 2013 and April 2014 using 1,885 anonymous shoppers at dealerships throughout the United States.
It appears that none of those “mystery shoppers” informed PSI that Star is Yamaha. =)
Matt. On purpose. Think about it 1 minute.