The Importance of Employee Appreciation

It’s crazy to think Thanksgiving is right around the corner and the holiday season will soon be in full swing. It’s a time when people count all the things they are thankful for -- and friends, family, and health usually top that list. But, have you ever thought of including your employees in that list as well? Your team is the life of your business - that’s why it’s crucial to make sure they feel valued and appreciated year-round. We’ll dive into why employee appreciation is so vital to a business and give you a few ideas on how to step up your gratitude game. 

So, why is employee appreciation so important?

Happy people make happy employees - it’s as simple as that. It might sound obvious, but when your team feels valued, morale and motivation tend to rise. According to a survey by Recruiter Box, the number one reason most Americans leave their jobs is they don’t feel appreciated. It’s a sad fact that can be avoided. The same survey stated that organizations with effective recognition programs have 31% lower voluntary turnover than organizations with ineffective programs. So, if you’re trying to keep your employees around it may be time to start an employee recognition program. We’ll give you a few ideas on how to show gratitude for your employee's hard work year-round. 

Public Praise - There’s nothing wrong with some good old-fashioned recognition by simply telling your employees they are doing a great job, but if you want to go the extra mile, try sending a company-wide email or giving a shout out to your employees on your dealership’s social media pages or on the homepage of your website. When you show off your team’s hard work it shows that you are proud of them and that you value them as employees.

Provide Fun Benefits - If your employees are going above and beyond and are exceeding their goals there’s no doubt they should be rewarded. Providing fun benefits to your team can boost morale and can provide motivation. Hosting a happy hour or team lunch, leaving them a small gift, or letting your employees leave early are just a few ideas on how to show your gratitude. Get creative with the benefits you provide, after all, you know your employees best.

Get Your Team Involved - It’s always nice to hear praises from the boss, but it’s also a great idea to get your team involved in your appreciation program. Ask employees to nominate their peers for employee of the month or start a kudos board in your break room where your team can praise each other's efforts.

Make Small Dealership Updates - If your dealership has the financial means, making a few small updates to your space can go a long way for employees. You could start small by buying an updated coffee maker or adding a variety of snacks, tea and coffee options for your employees. Creating a dedicated space for your employees to gather and relax shows your team that you care about their well being and enjoyment in the workplace.

These are just a few ideas to get the wheels turning on ways you can show your employees how much you care about and value them at work. Do you have an employee appreciation program at your dealership? Share your ideas in the comment section below.

Retargeting Explained

There’s a ton of technology out there focused on marketing to people who have already been in contact with your brand online. And if we’re being honest, the sheer amount of technology we have access to can be overwhelming at times. But we’re here to help. Do the terms remarketing or retargeting sound familiar? These strategies are becoming increasingly popular ways for brands to connect with consumers. So let's break down the difference between the two strategies, review exactly what retargeting is, and talk about how it’s being used to reach customers.

So, what is the difference between retargeting and remarketing?

Glad you asked. A lot of people get confused about retargeting and remarketing because the terms are often used interchangeably, but they are different. The biggest difference between retargeting and remarketing is the strategy that's used to reach potential customers who have left your website. Retargeting works to engage consumers who have left your website without making a purchase or completing a desired action, and typically relies on cookies to drop ads. Remarketing, on the other hand, usually relies on email - but can also encompass any marketing to a consumer known to your business. It’s a great option rather than blind advertising because the consumer has already shown some kind of interest in your dealership, heightening your chance of a conversion.

But, let’s dive into retargeting..

As we mentioned, retargeting is a form of online targeted advertising where the goal is to reach the large percent of people who might have interacted with your website but left without completing the desired call to action (making a purchase, completing a form, submitting a lead, etc.). According to Outbrain, the average conversion rate for first-time site visitors is just 2%, so retargeting was designed to help reach the other 98% by following website visitors through either online or placement ads after they have left your website. Have you ever visited a website and clicked on a product without purchasing? We all have. Have you seen that same product in ad space on a different website? That’s retargeting, and it’s all possible thanks to cookies - which is a small piece of data sent from a website that’s stored in the browser of the user which allows tracking of the websites they visit.

Check out the image below to see the flow of retargeting:

Image: Retargeter.com

Has retargeting seen positive results?

Retargeting has been a huge success for many businesses and is becoming an increasingly popular marketing strategy. In fact, according to a survey by Invespcro, retargeting customers are three times more likely to click on your ad than people who haven’t interacted with your business before. In the same survey, 26% of customers said they will return to a site through retargeting and these numbers are expected to grow as 50% of marketers say their retargeting budget will increase in the next six months.

Are you interesting in retargeting?

If so, you’re in luck. We’ve just released brand new retargeting offerings for our dealers, and many have already seen huge success. We are offering the following retargeting product offerings:

• Display Retargeting 
• Dynamic Retargeting - Unit Ad Listing 
• Dynamic Retargeting - Social Unit Ad Listing (Facebook & Instagram specific) 

If you haven’t talked to your Cycle Trader representative about integrating retargeting into your package, what are you waiting for? The best part of our retargeting product is that we do all the work for you. Call your Cycle Trader representative today at 888.747.1192 - they’d love to walk you through our various retargeting products to find which will best fit your needs.

Tips for Hiring the Right People

It’s no secret that hiring the right people can either make or break your business - especially in our customer service-focused industry. That’s why it’s so crucial to have a solid team in place at your dealership. Sounds simple, right? Well, that’s not always the case. Finding your next great employee isn’t always easy, but we’re here to help. We’ll give you 5 quick tips on hiring the right people so your business can continue to succeed and grow in new ways.

Be honest and clear about what the job entails - To find the right employee, you’ll want to start by writing a detailed job description to avoid wasting your time on unqualified candidates. Be sure to include all duties and responsibilities that will be expected of the position (even less glamorous aspects). This shows future employees what’s expected of them and will help them decide if the position is a good fit even before formally applying. It’s also a good idea to include “Other duties as assigned” just to make sure you leave some room for additional tasks not explicitly covered in the description.

Interview more than one person for the job - It’s okay to be picky when hiring a new employee, in fact, we encourage it. Even if you feel like your first candidate’s interview went well and they would be suitable for the job, interview at least two or three more. It’s always a good idea to have a large selection of candidates when hiring so you can be confident that you’ve chosen the ideal fit for the position. Don’t have a ton of applicants for your role? It’s okay to hold out for the right one - and sometimes talking to candidates who aren’t the right fit helps to show you who the right fit would be.

Know exactly what you’re looking for - You’re likely to have an abundance of applications come in once you post a job, even if they all aren’t necessarily qualified, so the tricky part is weeding out applicants. It’s important to know exactly what you’re looking for in an employee and it’s a good idea to have a list of non-negotiable qualifications that you’d like to see on a resume (ie: sales experience, customer service experience, etc.). If the applicant doesn’t have all of the qualifications you require, move on to the next. 

Have a list of questions ready - Having the questions you plan on asking written down will keep you on track during an interview and will ensure candidates remain on a level playing field when it comes to questions. Scenario questions are great options that can help you get a real feel for the candidate and you can easily compare how others handled the question. We always like to throw in a few abstract questions - like what’s the best compliment you’ve ever received - to see how quickly a candidate can think on their feet, and get to know them a little better.

Keep personality in mind - Personality is so important when it comes to hiring a future employee. Keep in mind how the candidate’s personality traits align with the potential job as well as the company culture. In some cases, it’s a good idea to get your current team involved in the hiring process to see if everyone jives together and if your team has any feedback on the particular candidate. Plus, it will help them feel more invested when their new co-worker starts, helping ease the transition. 

Every dealership needs a strong team in place, and it all starts with the hiring process. We hope these tips will help you take a deeper look at your own process to see what’s working and what might need tweaking when it comes to hiring future employees.

Top Searched Makes and Models of Q3 2018

Another quarter has flown by, and we’re here to hit you with all the info you need to know when it comes to the top searched makes and models of Q3 2018. We’ve seen a few consistencies, as well as a few changes, we think you’ll find interesting and informative when it comes to what consumers are searching for on our site. Let’s break them down for you.

Top 5 searched models of Q3 2018:

• Dirt Bike 
• Trike 
• Cruiser 
• Sportbike 
• Scooter 

Dirt bikes took the top spot in Q3 with 13% of all total searches, but are down 1% from last quarter. We have, however, consistently seen them rank in the top spot for searches, and we predict that this trend will continue. Trikes came in second place with a total of 12%, remaining consistent with last quarter's numbers. We did see a change in rank this quarter as cruisers move up to third place, with 10% while sportbikes move down a rank to fourth, with 9.8%. Cruiser searches have increased by roughly 2% as compared to Q2 - and we’re interested to see if they remain in third place next quarter. Scooter searches were up 1% from last quarter, and remain in fifth place coming in at 9%.

Top 5 searched makes of Q3 2018:

• Harley-Davidson 
• Honda 
• Yamaha 
• Kawasaki 
• Suzuki 

Harley-Davidson remains in the top spot for most searched makes in Q3 2018 at 21% of total searches. Honda comes in second with 18% (1% higher than last quarter), and Yamaha comes in third with 11%. Kawasaki rounds out fourth at 8%, and Suzuki comes in fifth at 7%. All top makes remain fairly consistent in their numbers as compared to Q2 2018 and rankings remain the same as well. We’ll have to wait and see if a manufacturer shakes up this list in Q4.

Stay tuned for our Q4 report coming this January and let us know how your dealership compares with our findings in the comments below.

Tips for Using Live Chat

We’ve covered the benefits of live chat before, but now it’s time to dive into a few useful tips on actually using this popular feature. And just to give a quick recap - live chat is beneficial in a variety of ways because: 

• It makes communication more personal 
• It gives consumers the ability to get an instant response 
• It builds customer relationships 
• Last but not least, it’s easily accessible 

In this day and age, customer service is everything and live chat can make a huge difference in communication if you know how to use it properly. We’ve got a few quick tips to make sure both you and your customers get the most out of the online chat experience.

• Answer customers in a timely fashion - Let’s face it, no one likes waiting. We live in a world of people who want answers and they want them NOW. Keep in mind when a consumer chats you, they want a response quickly and are likely to move on to a dealer who will answer faster rather than wait around for a response. 
• Introduce yourself - Start your conversation by introducing yourself rather than just soley jumping into answering the question. Consumers are used to speaking to robots or being left on hold, so this is your chance to stand out. Stating your name, your position, and how you are going to help reassures them that they are speaking with a real person. Consumers want to feel a personal connection even though the conversation is just over the computer. 
• LISTEN to your customer - This might seem obvious, but it’s crucial to really listen to the consumer and to stay attentive during the entirety of your conversation - don’t just think of them as a sale. Read their questions or concerns thoroughly so you can avoid repeat questions throughout your chat. 
• If you don’t have an instant answer, let the customer know - Sometimes you won’t have all the answers immediately and that’s okay. If a customer asks about a bike spec that you don’t know, let them know you are going to look into it and will follow up immediately after you get the correct information. Yes, consumers love immediacy, but they will appreciate you taking the time to get the answer correct. 
• Use full sentences and correct grammar - Internet slang might work in chat rooms or when texting, but we suggest avoiding it during your live chat conversations. Consumers want their questions answered and want to know they are speaking to a true professional during the conversation. 
• Avoid “pitching” during live chat conversations - While locking in a sale is the ultimate goal, we recommend avoiding pitching customers via live chat. Feel free to add in additional plugs about a specific unit, but only as it relates to their initial question. All in all - don’t bombard them with too much information in the beginning, just see where the conversation takes you. 

We hope these tips will enhance your next live chat experience, and if you haven’t talked to your Cycle Trader representative about integrating live chat into your dealer page on our site, what are you waiting for? Our live chat product can be easily added to any package and offers you the chance to connect with potential buyer’s in a whole new way. The chat box appears on each of your Cycle Trader listings, so if consumers have questions about a specific unit, they can ask you in real-time. Call your Cycle Trader representative today at 888.747.1192 - they’d love to walk you through this increasingly popular feature.

Engaging New Riders - Tips for Capturing the Millennial Market

In our industry - the term ‘millennials’ feels like a curse word. They seem impossible, are unlike any set of buyers that have come before them, and honestly, are making all of our lives a little difficult these days. They don’t follow the same formula that previous generations have, and that makes them especially difficult to market to and ultimately convert. But the reality is that we are stuck with them - and as of this year, according to Forbes, they will have more buying power than any other generation. So - as the saying goes - if we can’t beat them, we might as well join them. And the key to joining them, is understanding them. So here are the top five things you need to know to help capture that impossible and elusive millennial market.

They’re all about community and the experience — Both locally and within the larger community. They are looking for a way to find other like-minded people to share their passion with - which, at the end of the day, is the core of our industry. But, it can be hard initially to get involved in a community - so make sure to highlight to your potential millennial customers some ways they can get involved right from the initial point of purchase. You could host a first time riders night, have weekly meet-ups at a local brewery for existing customers, or host a motorcycle licensing class to help them get started.

They are into brands that stand for something — According to Forbes, 81% of millennials expect brands to publicly share their plans for corporate citizenship. While you often hear about corporate citizen on a large scale, that doesn’t mean they don’t expect you to be giving back as well. Millennials are focused on building a better country and community than what they inherited from previous generations - and they expect your help. This could be putting on a charitable ride or donating a portion of a sale to a larger, charitable cause - but no matter what you do, share it loud and proud so they know exactly what your dealership stands for.

And along those lines - they also care about the environment. This is an easy win with this group, as motorcycles are gas friendly and definitely easier on the environment than a huge SUV or even a four-door sedan. Even if they aren’t the millennials primary commuter vehicle, a motorcycle could be a great in-town car that lets them sub-out their regular car on the weekends or in the evenings. Many consumers might not think about the environmental impact of owning a motorcycle as opposed to a traditional car - so make sure to point it out to them.

Debt is not their thing — According to How Stuff Works, despite having control of the buying power in this country, the millennial generation is the product of a recession and the first generation that might not make more than their parents did, which makes them hesitant to take on too much debt. Luckily, motorcycles are often less expensive than some other options - think boats, cars, RVs, etc. - and allows them to purchase their dream unit without tying them down to huge monthly payments. While helping a buyer understand the full purchase price of a unit is important, make sure to highlight how low their possible monthly payment would be to help them see the affordability of their new ride.

They rely on their parents — and we don’t just mean because they are living in their basement. No matter their housing situation, millennials got their first financial advice from their parents - and, according to Reuters, 78.5% of millennials still turn to their parents for this type of guidance. And, here’s why you should care, they may even bring them into the dealership to check out units with them. So - tread lightly when you see parents with their children because you never truly know who the one buying the bike might be.

At the end of the day, millennials are here to stay, whether we like it or not. They are going to be a big part of our economy moving forward, and finding a way to bring them into the motorcycle industry is a big focus for us all.

What’s the Deal With Live Chat?

Customer service is everything in the business world, and as technology continues to change, the way we interact with customers is changing as well. For many consumers, live chat has become an increasingly important feature when communicating with a seller and vice versa. The current generation is used to getting anything they can dream of in an instant, and they expect the same service when it comes to communication from various businesses.

Live chat is an extremely comfortable way for buyers and sellers to quickly communicate and problem solve when used properly. Countless companies have added this feature to their websites in order to provide real-time answers to their customers - and consumers are LOVING it. According to Super Office, more than half of all customers prefer to chat with someone in real-time and online, rather than call a company for support. Don’t get us wrong, phone calls are still extremely important, but it’s becoming crucial for businesses to offer a variety of communication options for their customers. In fact, the same report mentioned that 79% of customers say they prefer live chat purely because of the immediacy it offers compared to other channels.

And live chat isn’t just great for your customers, there are real benefits to your business as well. Of the companies they’ve surveyed, Zoho reported that 43% claimed to have a better understanding of their customers after interacting with them in a live chat software - and understanding who your customer base is and what they care about is vital. According to another study by Forrester, live chat leads to a 48% increase in revenue per chat hour and a 40% increase in conversion rate - the results truly speak for themselves.

So, what are some other benefits of live chat?

• Consumers get to talk to a real person - There’s nothing worse than being put on hold for an indefinite amount of time, just to speak to a robot. While live chat is solely online, it still lets the consumer talk to a real-life human in a timely manner. 

• Instant customer satisfaction - We live in an instant gratification world and consumers want answers fast. Live chat gives you the ability to quickly answer any question a potential buyer might have on the spot. 

• Easily accessible for customers - Live chat allows your customers to easily contact you wherever they might be with just a click of a button. 

• Builds customer relationships - If you respond quickly and efficiently, consumers are bound to come back to you if they have specific questions. 

Have you thought about integrating live chat into your dealer page on Cycle Trader? If so, we can help. Call your Cycle Trader representative today at 888.747.1192 - they’d love to walk you through this increasingly popular feature.

Stay tuned for more information on specific tips for using live chat, coming soon!