The Best Hand in the Business
I have blasted motorcycle dealers and motorcycle apparel and accessory retailers several times for not carrying women’s motorcycle products. This article is aimed at the women motorcycle riders. I read an article out of Canada by Kate Robertson in the Globe and Mail Update, Friday Dec. 16, 2011. The article is about a woman motorcycle operator, Liz Jansen, 57, who is a motorcycle instructor and owner of Toronto Motorcycle Tours.
Liz states that she has a tough time finding product for women that isn’t “sleezy” or the majority of what she finds is geared to motorcycle “chicks.” She mentions that she doesn’t like to see pink product or halter tops, but would prefer more gear enforcing safety. She would also like to see apparel designed for older women.
It’s not that there isn’t product on the market that would fill Liz’s wishes and needs, it’s a difficult proposition to get a motorcycle dealer or apparel and accessory retailer to take on a new ladies line. The biggest complaint I receive as a sales representative, is, “….we have tried bringing in women’s motorcycle items, and they do not sell.” My first response is are you bringing in the right items, then I ask how they market to the ladies to make them aware of the new items. Usually, they have half of it right, but are missing how this all works. It takes time to build a new customer base.
I have consulted with several dealers on how to build a solid ladies program. I start out with asking them to keep it simple and gradually add to what they offer. This way the product they carry remains fresh and relevant, without becoming stale. Then I discuss how they market their new items to the women segment of motorcycling. This is where most dealers drop the ball. They have no clue who their women customers are.
I mentioned this article was more about the women riders- here’s what women riders need to do if they want their dealer to expand or even bring in some ladies merchandise:
First- you have to let your parts people and dealers at the motorcycle shop know who you are. Stop in frequently, browse the store, say hi, introduce yourself until they know you by name. Now you are a qualified customer and they will be more apt to listen to what you have to say about what they offer, or their lack of product for women.
Next, you should casually mention brand names of ladies apparel and accessories you would like to see in their store. Follow this up by visiting their website and writing a brief note in the contact us section. Be sure to leave your name, and a contact email or phone number. Once the dealer brings the product into their store, be sure to thank them- not only verbally, but also by purchasing the product.
Follow this up by bringing in some of your female friends. Talk up the dealers new merchandise on the social networks: Facebook, Twitter, etc. Help them to build a solid female rider following. This will ensure that the dealer has a customer base for the product, and enables them to purchase more product as business grows. Being a loyal customer means continuing to visit the retailer, and purchasing product from them regularly.
This process is slow! You have to be patient, and you have to stick to purchasing from the dealer. Avoid going online to purchase items. If you just have to have an item, ask your dealer to get it for you! If they refuse, then and only then, purchase online and go in and show them what you bought, and reinforce that you would much rather have bought it from them. If a dealer refuses to bring in product after you have followed these steps, it’s time to go to another dealer or retailer and begin the process again.
If female riders would follow these steps, all women riders would be able to find a local dealership that carries a variety of lady riding gear.
You can skip to the end and leave a response. Pinging is currently not allowed.
Posted on: Friday, December 16th, 2011 at 2:43 pm
Posted in: ATV &UTV accessories, Best Practices for Business, Motorcycles & Scooters
Tags: women motorcycle riders, women's motorcycle apparel, womens apparel