Harley-Davidson dealerships topped the rankings for the 2012 edition of the Pied Piper Prospect Satisfaction Index, an industry benchmarking study examining how well dealerships treat customers, and turning shoppers into buyers.
“Today’s motorcycle salespeople have become much more effective at helping shoppers become buyers,” says Fran O’Hagan, president and chief executive officer of Pied Piper Management Co., LLC. “For example, five years ago, a motorcycle salesperson would introduce him or herself to a prospect only six times out of ten. Today it is nine times out of ten.”
On the other hand, there is still room for improvement. Dealers only offered test rides 16% of the time.
According to the study, Ducati, Husqvarna and Triumph dealers were more likely to offer customers brochures than Suzuki, Honda or Kawasaki dealerships. Harley-Davidson, BMW, and Ducati were also twice as likely to ask for a customer’s contact information than Husqvarna, MV Agusta or Moto Guzzi dealers.
(Source: Pied Piper Management Company)