We've all been to one, whether to ogle over the new and shiny motorbikes or justifying a second hand one, or maybe to try on a new lid or to get a trade-in price, a service or just to have a cuppa with a mate. Motorcycle dealerships are the heart and soul of the industry but how tough is it to run one, especially during Coronavirus times?
Michael Mann went to Wollaston BMW Motorrad in Northampton and hung out with General Manager, Richard Higgs, to get the lowdown. He says, “I’ve spent the last 30 years trying to get people to walk through the door but the last 11 months trying to stop them!”
📖 CONTENTS
▶️ 00:00 Introduction
▶️ 00:54 Richard Higgs intro
▶️ 01:45 Dealership history
▶️ 02:35 New vs used
▶️ 02:50 Café Racer
▶️ 04:00 Biker meets (social)
▶️ 05:15 Boring bits
▶️ 05:30 Staff
▶️ 07:00 March 2020 lockdown
▶️ 08:05 Customers adapting
▶️ 09:45 2021 BMW models
▶️ 11:15 What do you order?
▶️ 12:46 Finance & accessories
▶️ 15:17 Highlights
▶️ 16:35 Workshop
▶️ 17:30 Most important part of the business
▶️ 18:05 Social media comments
▶️ 19:18 Competitive vs other BMW dealers
▶️ 21:25 Biggest challenges
▶️ 22:45 Negotiation techniques
▶️ 24:15 Second-hand pricing
▶️ 26:07 Bennetts Rewards advert
▶️ 26:40 Out takes
#motorcycle #dealership #motorbike
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