The purchase of a motorcycle (especially a brand new machine) is a significant purchase for most people. Usually though, it’s not a purchase that’s really necessary. For people who aren’t “into” bikes, it might not even seem rational.
If it is a high capacity and / or high performance machine especially, the purchase is likely to be largely driven by passion and excitement. This applies a lot less with most car purchases.
People generally buy bikes for very different reasons to cars. Bikes represent fun, enjoyment, freedom, adventure, and excitement in a way that few if any (accessible / affordable) cars ever could.
Although lots of research will sometimes precede a bike purchase, it won’t always. Whether it does or not, there is often a huge amount of desire and anticipation around simply the idea of a new bike. Buying a bike is one of the rare things that can enable an adult of any age to feel like a child at Christmas once again.
The sales process and the customer experience should maximise and capitalise on this state of affairs, rather than dampen it and waste it. But sadly, poor customer service can do just that. And it can prevent sales.
If a customer is undecided on which specific model to buy, there’s an opportunity to educate and inspire them while providing valid advice on product choice (and perhaps maximise the potential sale value at the same time).
If a customer has their heart set on a particular model, the sales process should help the customer to enjoy the process of actually placing the order and deciding on options.
Either way, the process should maximise the customer’s pleasure, excitement and enjoyment at every stage up to and including the handover of the vehicle.
Bike brands compete for customers like other brands do. And competition is fierce. Many bikers don’t have long term loyalty to a particular brand (often, previously held loyalty has been ruined by poor after sales support or disappointing products).
Customers who aren’t loyal to a brand might ponder many options before deciding on a brand, model and package.
These are the cases where the experience of potential customers (including the website, email and / or telephone enquiries and many small details within a showroom visit) is likely to have the biggest impact on an ultimate purchasing decision.
First impressions, great customer service, rapport building and effective needs analysis are all important. What’s also very impactful is the information that’s provided by staff, the advice that’s given, and the ability of the staff member to undertand and “tune in” to the customer’s buying motivations. In each interaction with a potential customer, these can all have a huge impact on whether a sale takes place, and on the value of that sale.
Mystery Shopping (including Video Mystery Shopping) can help dealers, brands and dealer networks to obtain unparalleled detailed insights into what it is like to be a customer or a potential customer. In today’s ultra competitive market, it can reveal countless ways to improve the customer experience, and maximise sales volumes and sales values.
Can we help you?
Do you represent a motorcycle dealership or bike brand, and do you want to use Mystery Shopping to improve service and increase sales effectiveness in your dealership or network?
Would you like to work with a UK Mystery Shopping Provider that’s well established, with a proven track record, and one that understands your market and is as passionate about it as you are?
If so, I’d love to speak to you.
My name is Paul Taylor. I’m the Managing Director of Customerwise Ltd. As well as being obsessive about customer service and the sales process, I love bikes.
Since obtaining my full bike licence in 2000, I have almost always owned big bikes. Twice I tried to kick the habit, but wasn’t able to do it. I’ve used bikes as my main mode of transport for nearly 15 years, riding nearly every day since I was 25, and I’ve done various international trips over the years. You get the idea.
I’ve owned various bikes and been through the buying experience with all the major Japanese brands, as well as a well known German one.
Why should you care about any of this? Well, I believe that my passion for bikes will help me and my company to provide a better service to you.
So who should you pick?
If you’re considering using Mystery Shopping to help improve standards of customer service, or increase sales, then you can take your pick from dozens of mystery shopping companies in the UK.
Some companies might tell you different, but the truth is that we all share most of the same mystery shoppers (the active ones at least) and video mystery shoppers on our databases. The various online platforms that are used (we use Prophet) also do most of the same things and provide the same reporting functionality. So what difference does it make which company you pick?
The thing that will differ the most, depending on which company you work with, will be who you work with: the person who directly overseas your project and the person who is responsible for the service that you receive, how much they care, and how well they undertand your market… and what they are like to work with. What really makes the difference is insights and ideas that can be put into practice and that create results. We’re about more than Mystery Shopping. We help clients to look at their processes and find ways to make improve.
What will we help you to look at?
There are so many aspects to the sales process, especially one that is largely driven by passion and emotion than reason. Here are some of the things that we’ll help you to look at, to identify where you improve performance.
- Speed and manner of initial greeting and approach (showroom)
- Telephone enquiry handling (speed, efficiency, knowledge, enthusiasm, rapport-building)
- Interpersonal skills / rapport building skills (being liked and trusted in itself is “gold dust”!)
- “Bouncing” appropriately and managing customer expectations
- Professionalism, perceived integrity, etc
- Establishing customer needs and priorities (inc. preferred bike types, brands, models, performance, features, intended use / journey types, mileage, likely passengers, etc.)
- Understanding customer’s back-story, motivation for purchase, and “hot-buttons” etc.
- Qualifying / establishing key facts (budget, trade-in, finance or outright, monthly payment budget..)
- Following up on opportunities that are identified or indicated
- Controlling and managing the sales process and adherence to any agreed structure and systems
- Demonstration / test ride
- Covering features and benefits and linking these back to stated needs and priorities
- Use of pre-closes, gaining commitments / micro-agreements
- Testing the stated customer budget if appropriate
- Awareness of sales psychology principles (e.g. scarcity, reciprocity, social proof, authority, helping the customer to visualise purchase and life with the new vehicle, etc.)
- Use of time as a tool, as and where appropriate
- Closing attempts (final – main sale)
- Objection handling
- Add-on sales / “back-ending” (appropriate products and services as per your instructions) including whether and how effectively these products are pushed
- Negotiation techniques and defences
- Follow-up actions where appropriate
- Much much more…
So, if you want to work with an established Mystery Shopping company and also have your project overseen by someone is not only passionate about great service and helping clients to improve performance, but who also loves bikes, and knows what it is to buy and own bikes, get in touch with me directly using 07812 043645 or by email using email@example.com
I would love to hear from you!