Royal Flush Sales

The Best Hand in the Business

Feast or Famine

Boom- It’s riding season. Are you ready for your customers?

Every year, it’s the same thing. Winter comes, spring comes, summer comes, then fall, then winter, and on and on. So what have you done to prepare for the season change? It’s now summer. Motorcycle riding is in full swing. Are you in a position to make money and take care of the customers that come in to do business with you?

Do you keep records of each year’s sales? What are your expectations for this year? How do you expect to hit your profit goals? Do you plan to bring in the same gear, or do you go out on a limb and try something new? If you are a brilliant dealer, you have already answered all of these questions and you are in the process of selling and taking care of your customers; However, if you don’t have a plan, you are playing a game of craps- rolling as each day passes. You are most likely not satisfying your customers and missing out on big time profits.

A good dealer, started the sales process for this year’s spring and summer at the end of last year’s summer season. They took an inventory analysis- physical, and mental. The mental inventory is the most important. This is where you note your strengths and weaknesses for that seasons sales; what worked, what didn’t, why it worked, why it didn’t, what you could have done differently, what you don’t want to do again, and where you missed profits and sales- opportunity gaps.

It’s not too late to start your inventory analysis. In fact I highly recommend you look at your fall and spring and do just that- take an inventory. Start planning now what you want to do for the 2013 fall, and 2014 winter and spring. Once you get that finished, you could do a cheat inventory (based on what you can remember) for 2012 summer and decide what you still need to do to hit new sales highs.

Go ahead and bring last year’s product to the floor. But, make sure it is priced lower than the current new product.  Clean off older price labels so the price tag doesn’t look like its been around forever. Clean off helmets and hard goods so they shine. Keep your clearance rack orderly; organize by size or by design. If you have the option, you should use the same hangers on all of the product. Place your clearance rack where people have to walk by it. This may be near the parts order desk or near the cash register. Force patrons to see it. Don’t put it in the back of the store, this only assures you will have it forever. You want it gone.

Now for the fun part- New product. Customers love new stuff! New product is vital for continuing to grow your customer base.  Once you have your new items picked out, make a delivery schedule. Pull out a calendar and plan the shipments (at least one new  item per month) and note a date prior to the expected shipment date to send out email blasts or post fliers in store to let customers knowwhen new product is scheduled to arrive. Customers love to be the first to see and buy new product, and they appreciate that you would tell them. The store “Tuesday Morning” is a good example of when customers know new product is in, they come. Customers who shopped there always knew that new freight came in every Tuesday morning. The store could barely get product to the shelf before it was shopped. This generates excitement. It is also a good idea to have something new coming in every month throughout the year.

Ordering your product early in the season for later shipments also helps your manufacturers plan their shipments and in-stock status is much better, ensuring you will get what you want, when you want it!

Once you have the product in place, don’t forget customer service basics. I suggest a policy refresher every 3 months. Every employee who steps foot on the sales floor should know how to greet a customer, who to direct them to, and be expected to do this with a smile.  Your customers will appreciate this, and more likely to be lifelong customers.

 

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Posted on: Friday, May 3rd, 2013 at 4:33 pm

Posted in: ATV &UTV accessories, Best Practices for Business, Motorcycles & Scooters

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