may 2103 newsletter
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7/30/2019 May 2103 Newsletter
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Try as I might, I cannot deliver the
WHYlike Sam can! I I could, I would
shut the store down or a ew days so
everyone could experience the Sam
Show frsthand! We will pass all o the learnings onto every single member on the
Team! We thank you, our Team thanks you, and most o all, our Customers thank
you, Sam! Chris Creed, Owner, Gateway Harley-Davidson/Buell
Your sales intervention was excellent, rereshing content Passion and en-
thusiasm with a WHY! We completed DWP training two weeks ago and reviewed
DISC last week, so the timing o having you here was perect. CSI is a cultural goalwe are trying hard to implement this year and what you delivered today, Im sure,
will help us to succeed in accomplishing that. Scott King, Owner, Del Amo Motorsports
It was great to meet you, Sam. I enjoyed your visit greatly and thank you or making it un. You are an amaz-
ing teacher and motivator. Paul Nadler, General Sales Manager, Lone Wolf Harley-Davidson
As always, please continue to give us eedback on the website and suggestions or training topics we can ad-
dress: sam@samspowersportsgarage.com
Sam Dantzler
Every psychology book out there will tell you that you eel
comortable surrounding yoursel with people who are like
you. To go outside that box is uncomortable, but true sales-
people know its required to be successul. With our com-
mon personalities out there (Promoter, Controller, Analyst,
and Supporter), youve only got a 25% chance that the next
customer coming through the door will be like you. When
someone doesnt t the mold, how quickly are they dismissed
by your sta as just looking? The goal with the next person
through the door SHOULD BE to enroll them into the Power-
sports amily arms fung wide open to embrace them. Note
that I didnt simply say, Sell them something. Im constantly
amazed at how quicklycustomers are judged and
dismissed in our industry.
This week, I had the
pleasure o having my good
buddy and college room-
mate Matt come visit me
or a ew days on his way
back across the country. I
promptly got the motor-
cycles ready or a beautiul
Colorado ride through the mountains. Ater carving some
turns, I elt like showing him the Little Bear Saloon. This is a
tiny, yet very popular, biker bar where bands like Dave Mat-
thews, Widespread Panic, and Tom Petty have graced the
stage. Its historic, ull o character, and would make a great
break rom the days riding. The problem was that Matt and I
were on two sportbikes (KTM RC8R and Triumph Speed Triple
R) when we pulled up next to the rows o Harleys. A guy on a
classic Norton Commando saddled up right next to us and we
had a great parking lot chat. Walking into the establishment,
NEWSLETTERIssue No. 15 | May, 2013
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Garage Testimonials
...continued p. 2
Welcome to the Family
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7/30/2019 May 2103 Newsletter
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its as i the band almost choked, as all heads turned to the two
guys who obviously ound their way into the wrong bar. Matt
and I were the only ones there wearing armored jackets and
ull-ace helmets (or any helmets). More importantly, we didnt
have riding vests, bandanas, and gang logos tattooed on our
arms. To pour salt on an already open wound, I went to the
bar and ordered two Coca-Colas.
Oh yeah, I did that. The woman at
the bar was literally speechless, yet
somehow got out the words, Uh
um the Coke is out. Ill go check
it. 20 minutes and 3 requests later,
she hadnt checked it. While Matt
took pictures o himsel with his
helmet on backwards, or obvious
Facebook posts, I realized we simply
were not going to be served at this
acility. We didnt t in, and the sta
there prejudged us. What a shame as
Matt and I had a pocket ull o cash, were crazy-hungry, not to
mention damn good Karaoke perormers. I wont be return-
ing there with any o my many riding buddies on any o our
many rides into the Colorado Mountains. Not only did they
lose our money that day, they lost all the money I would have
brought to them in reerrals and return business i only they
would have looked beyond my sportbike and riding gear.
We jumped back on the bikes, and I gured Id show him
the very amous Red Rocks Amphitheater (think
U2, Live at Red Rocks). On our way out, a very
heavyset, 50-something woman was standing
next to her car with her daughter, son-in-law,
and grandson. She had a cheap white t-shirt on,
and the car was a rusted out old Honda civic,
and it would have been quite easy to make judg-
ments o our own. (I actually did People o Wal-
Mart). She looked at Matt and said, Would you
mind i I sat on that bike? Not wanting to pony-up my bike as he was borrowing it, Matt looked
at me or answers. What the hell. Sure you can, I
said. I really didnt think shed get that leg over the seat, but she
did. And she was nice. And she really loves motorcycles. And
she told us about her dream o owning a Triumph one day.
Fonzie had one, ya know, she said. I did know. I love Fonzie.
She was shocked at
how comortable the
Speed Triple was, as
well as impressed at
how supportive the
tank was on her abs.
She was killing us! I
reerred her to two
Denver Triumph deal-
ers, as well as letting
her know how aord-
able they can be. The
expression on her ace
was very cool. In addi-
tion to the inormation,
she was just pleased
that someone actually
took her seriously and
she appreciated it.
Were all guilty o prejudging. The biggest example lies in
the customer question, How much is this one? Its easy to
think that person is a price shopper, but consider this: our in-
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...continued p. 3
Read Instructions: People dont read the instructions. Im as guilty as the next. With a new ender elimi-
nator kit, Im the last one to tear into the instructions - until, that is, Ive screwed up the wiring and need
to undo everything and begin again. Oten, Ill be all ready to call Competition Werkes to tell them what
they sent me is broken until I read the instructions and realize Im the one that screwed it up.
Im sure your sign does say, Service is in back. Im sure the ad reads, Free T-Shirt to the frst 20
people. And, Im certain that we have anF.A.Q. page that tells you how to reset your password and
why you cant log on. But nobody reads those things. Go into it with a resh perspective, start a trend in
your lie o being resourceul, attempt to fnd the solution sometimes, and then be patient with people
because, ater all, you didnt read the instructions either, did you?
What We Learned
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MAY 2013
1 Augusta, GA
2 Austin, TX
5-8 Chicago, IL
20-21 Atlanta, GA
23-24 Dallas, TX
30-31 Loveland, CO
JUNE 2013
3-4 Denver, CO
10-11 Las Vegas, NV
18-19 New Orleans, LA
25-26 Houston, TX
JULY 2013
9-10 Houma, LA
14-17 Redondo Beach, CA
Visit us online:
samspowersportsgarage.com
Wheres the Sam Show?
dustry is intimidating. For the 97% who dont ride, its intimi-
dating to walk in the door. Sons o Anarchy is intimidating.
The image o the employees can be intimidating. The bikes
themselves are technical marvels, so they too are intimidat-
ing. The only thing most people are accustomed to asking
is about the price. Thats actuallyNOTintimidating, and i
youve given them nothing else to get excited about, what do
you expect them to ask?
Uncle Ed used to say that an average salesperson vs. a good
one was the dierence in 2 bikes per month. Is it worth it? Anextra 24 bikes per year, per salesperson is certainly worth tak-
ing time to listen to people and not prejudging them. Cut-rate
sales clerks talk to people about stu. Great sales people talk
to people about people. Great sales people nd a way to adapt
to any personality walking through the door, engaging with
the customer no matter their look, their style, or their per-
ceived attitude.
Take the salesperson litmus test. When you get on an eleva-
tor, do you push your foor and look down at your shoes? Or
does it just kill you not to spark up a conversation with the
person next to you? One o those reactions will serve you well
in this industry.
Welcome and invite the people walking through your door
into the Powersports amily weve got the room!
Sam Dantzler
FAQs...Question:How do I add employees to my Dealership
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