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Knowledge is Power

2012-01-Pic-2-Knowledge-PowerWant to make your Saturday’s really pop with excitement during these busy months?

How can you do that? Host a series of “Saturday Seminars” for your customers.

When you do customers will turn out in greater numbers and spend more time at your store. Then good things often happen for you and your dealership.

Here are a couple of things to keep in mind:

  • Topic must be interesting and have a hook.
  • Shouldn’t be a “sell” show.
  • Practice it so it comes off professionally.
  • Involve participants.
  • Make customers comfortable.
  • Have an appropriate space and place for your seminars.
  • Give something of value for coming.

Some sample topics might be:

  • Life ain’t easy when you’re … Fitness tips for riders (please tell me you know this line!).
  • Skulls, flames, wizards and wolves … How to accessorize your bike.
  • How to clean your motorcycle … the right way.
  • Does your helmet fit?
  • If the worst thing you forgot was a toothbrush … How to pack for a trip.
  • What you need to know before going to Bike Week.
  • Does this bike fit? Ergonomics of fitting a motorcycle.
  • Safety tips for riders.
  • Spring maintenance … what most don’t know or do.

Here’s how to put a customer seminar together.

  • Have an interesting open. For the love of Pete, don’t start by saying “Welcome to the seminar.” Rather start with three rhetorical questions, a few statistics or a signature story.
  • Have 3 or 5 or 7 points in a 30 minute talk (that’s about as long as anyone can reasonably sit in those folding chairs).
  • When you make a point, follow it by a visual, an example, a story or a statistic. Just one of these not all.
  • Take questions throughout your talk NOT at the end.
  • Finish with a call to action. What you want your audience to do, think or feel differently then before.

There is more to it but that should get you started for now. If you’d like create a PowerPoint presentation (go easy on the animation or silly graphics). Give customers something for coming, like a tip sheet or a small gift (that can only be gotten at the talk). And finally have some relevant displays in your seminar room or area.