The Experiential Market

Riding is all about the experience - and it’s meant to be. No one wants to park their bike in the garage - they want to get out and ride it. Which is why you have to make the buying of a bike about more than just the initial purchase - it’s about helping future riders imagine themselves living the lifestyle that comes with the bike. And this is becoming more important as millennial consumers make up more and more of the marketplace. As a whole, this demographic is focused more on experiences over actual product - so helping them understand the lifestyle that comes with their bike is key.

There are a lot of ways that buyers can choose to pass their time - the fact that they’ve decided to buy a bike puts you in a good spot - now it’s your job to help them transition into this new lifestyle as seamlessly as possible. Here are a few ideas to get your gears turning:

• Offer a first time riders program that allows them to get to know other riders in the area, while getting to know their new bike. 

• Put together a group ride to a local hotspot for dinner or drinks (responsible quantities only). 

• Develop a brand ambassador program for customers who are willing to promote your brand in exchange for designated time in your shop to maintenance their bike. 

• Host a ride-in at your dealership for the Super Bowl, complete with all the tailgate necessities.

Just a few suggestions to get you started. Whatever you decide - by providing your customers ways to easily experience and adopt the lifestyle, you are building a brand for your dealership that extends beyond just selling - and that’s how you keep customers coming back again and again. So as you think about putting the effort in on the front end, ask yourself - do you want to sell just this one bike or do you want to sell 2 or 3 or 4?

Did You Know You Have Two Dealerships?

Don’t act so surprised - it’s true. Of course, there’s your physical location - the place you probably spend most of your time and energy - but, whether you realize it or not, you also have an online dealership that requires just as much time and attention. When you think about how consumers are searching, relying more and more on the Internet - it’s clear why you should be putting just as much time into your online presence as you do your physical one.

Potential buyers are checking out your inventory online long before they step through the doors of your dealership - meaning they are experiencing your brand before you even know they exist.

Let that sink in.

If you aren’t putting the effort into your listings, it will show - and no matter how good your customer experience is at your physical dealership - buyers may never get to experience it, because they won’t be interested in visiting.

These new Internet savvy shoppers use your online presence to judge what their experience will be like when they come to your shop - which means you should be putting just as much effort, if not more, into your online presence. It needs to be complete and truly reflect the experience they will have if they choose to do business with you.

There are a lot of ways to accomplish this - but let’s just start with the basics. You should always:

1. Include a price (when you can)

Everyone has a budget - I do, you do - and guess what, so do your potential buyers.

No one likes to find exactly what they’re looking for and then find out it’s way over what they can spend. We get that there are rules about how you price new models - but always, always, always include something - even if it’s MSRP. As for used inventory - there’s no excuse. Put a price. Plain and simple.

And just to drive this point home - when we asked them directly - 90% of consumers said they won’t even click on a listing that doesn’t have a price. So if you don’t include a price, your really might as well not even putting that piece of inventory up.

2. Put up real pictures

People are visual. They like to see what they are going to be getting for their money, good and bad. If the bike has a scratch or issue - go ahead and show them that. Even though it might not seem like it - by being honest up front with a buyer about any issues the bike has, you’ll go a long way in gaining their trust. If you choose not to be upfront with them about any damage - you’re setting yourself up to provide them with a bad consumer experience if they do come see the bike in your shop.

Now, we understand this is easier said than done. So while we don’t encourage stock photos, we would say that they are better than none at all.

3. Remember that descriptions are actually important

Again, these buyers are dreaming about this next bike. This is a passion of theirs - so fuel it. Encourage it. As you write your descriptions - provide them with a nice mix of practical and lifestyle. Don’t use manufacturer descriptions - sure, you’ll want some of the practical details included - but spend some time telling them why riding this bike is amazing, why they can’t miss out on it. The goal of your description should be to make it impossible for the buyer to not come try the bike out for themselves.

We realize that by following this advice - you will have more work to do - but we promise you it will be worth it. Your consumers will know before they step onto your lot what type of experience to expect and already have a basic level of trust for your dealership - and that is worth all the time and effort you’ll put in. And if you need something to get you started - download our Listing Success Checklist for quick reference on how to build strong, attractive listings.

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