Jerry Borstelman - Sales Manager Harley-Davidson Sales & Service Napoleon, Ohio

$500 Grand Prize Winner: Motorcycle Sales

My name is Jerry Borstelman, sales manager at Harley-Davidson Sales & Service in Napoleon, Ohio. My story is one that will stick with me forever. I have been selling Harley-Davidson Motorcycles here for 12 years and have seen a lot of dreams come true but this one I will never forget.

A gentleman by the name of Mike came into the store and was looking for a new Harley-Davidson - not just any Harley but one that would fit his needs. You see, Mike is not your ordinary customer; he is a paraplegic. When Mike came into the store he didn't know if his dream of riding could become a reality. When I met Mike, he was very outgoing and confident.

We had just taken in an XL Trike on trade. I showed Mike the trike, and it was on from there. I told Mike we would be able to make it happen. I went over our ideas of how we could make this work. Later that week, Mike dropped off his spare wheelchair, and we were on our way to giving him that freedom he hasn't had for sometime.

Marv Yagel, the dealer principal at the time, and I fabricated hand controls for shifting and braking. We also fabricated a bracket so Mike could easily fold his chair and secure it to his trike, so wherever he ended up he would be able to get around. I remember the day Mike came in to pick up his trike and take it for his first test ride. I'm not sure who was more nervous - Mike, his wife or me! Since then, Mike has logged more than 3,000 miles.

Lesson Learned: Giving someone an ability they didn't have previously is an awesome responsibility.

Jimmy Velez - Business Manager NewRoc Harley-Davidson / Buell New Rochelle, NY

$500 Grand Prize Winner: Finance & Insurance Sales

My name is Jimmy Velez, and I'm the business manager at NewRoc Harley-Davidson/Buell in New Rochelle, New York.

I truly do have an absolute fascination with what makes customers say yes! I'm always thinking about how we could make things better, faster, more efficient, or how we can repeat prior successful deals.

I have set up two web sites, one for Spanish-speaking customers and one for English-speaking customers. www.jimmyvelez.com allows customers to log on and send me a message through a push email service that gets the message to my phone as if it were a text message. I have noticed that customers want to have accessibility to you - however, not to a point where they feel that they are intruding in your personal life.

This works well for me and shows that in these electronic times, we need to be doing the most that we possibly can, to not only think out of the box , but to do out of the box. The Spanish website www.quierounamotico.com which translates to "I want a bike" is a site intended as a general information site that gives an overall introduction into what the Harley lifestyle offers you. This all leads to my most important point. An environment where racial integration is promoted creates a sense of belonging for customers that might be away from their homeland and consider themselves to be in a transition stage of their lives. If you can tap into markets like these, I guarantee the most loyal customers.

Think of when you were a teenager and certain groups made you feel comfortable. Those groups had the most influence over you and you wanted to spend most of your time with them (no matter what mom and dad said). In this case, mom and dad being neighbors and family with negative concepts about motorcycling. Learn a bit of a new language, learn about a new culture, go eat at new restaurant, find a way to have something in common with everyone around you.

Lesson Learned: Technology can leverage inclusion and not exclusion.

Todd Shafer - Internet Sales and Operations Director A&S BMW/Ducati Motorcycles Roseville, California

$500 Grand Prize Winner: Parts & Accessories Sales

Throughout the world there are enthusiastic BMW motorcycle riders that are hundreds, if not thousands, of miles from a BMW Motorcycle dealership. Even if they have easy access to a BMW retailer, those retailers often have a limited stock of the cool parts, accessories, gear and riding apparel that BMW riders crave. I needed to help them out.

Shortly after joining A&S BMW Motorcycles in 2004 I began work on redeveloping and expanding their web site, with the goal of creating the single best example of what a dealership could do in the realm of selling on the web. For the dealership, it's been nothing short of a phenomenal financial success. I've taken the business from a respectable, yet minor, presence in 2004 to well into the seven figures for 2008 (a several hundred percent increase in 4 years).

None of this would be possible if I had not been cognizant that the most important element was to supply an experience for the customer that was unparalleled. From the ability to find us in a search engine, to the depth, breadth and presentation of our product selection, and finally culminating in outstanding customer service after the transaction is complete.

One example: I spent hundreds of hours developing a microfiche system so that owners of BMW's (especially some of the older airhead/oilhead BMWs) could reference exploded diagrams and order the parts and tools they needed to get their baby back on the road. I've received hundreds of emails from BMW enthusiasts all over the world thanking me profusely for that ability.

A second example: As we grew from dealing with tens of customers a week to hundreds of customers, I recognized the need to develop a comprehensive customer service infrastructure that manifested itself in a robust CRM system so that our folks on the phones and on e-mail could provide service beyond reproach.

I never forget that on the other end of our site there is a fellow BMW fanatic that deserves the same level of regard that they would receive if I was dealing with them face-to-face.

Lesson Learned: Tenacity can do big things.

Barb Colborn - MotorClothes Associate Kegel Harley-Davidson Rockford, Illinois

$500 Grand Prize Winner: Apparel Sales

In 2006, Karin and Klaus from Amsterdam visited our dealership. They were interested in purchasing Harley-Davidson 100th Anniversary items.

Karin and Klaus wanted an out- of-stock dealer pin. We exchanged e-mail and home addresses, and I promised to send one to them. They entrusted me with their credit card number and this started a long relationship.

They would frequently contact me for merchandise purchases. In order to ship overseas, I would take the merchandise to the post office to see how much it would cost to ship. Then I would bring it back to the dealership, charge it to their credit card, box it up and then go back to the post office to ship it.

They expressed an interest in coming to the U.S. for the Harley- Davidson 105th Party. Since I live just 90 miles from Milwaukee, I invited them to rent a motorcycle from our dealership and stay at my condo.

They came and had a great time. Some people thought it was not smart to invite them to my home for 10 days, but Harley riders are like family. I have two new friends and Kegel's Harley-Davidson has two new customers. Everyone wins! They even invited me to Amsterdam to stay with them, and someday I might just do that!

(The MPN attorneys want you to know, even with the success above, they do not suggest people invite strangers into their homes!)

Lesson Learned: Be willing to take a chance!

Kelli & Bill Moeller - Bore Tech Cincinnati, Ohio

$500 Grand Prize Winner: Service

My name is Kelli and I am writing about my dad, Bill Moeller, owner of Bore Tech in Cincinnati, Ohio. Ever since he was born, he was always on something with wheels. The love of fast vehicles stayed with him growing up until he fulfilled his dream of opening up his own motorcycle shop.

Starting it in his very early 20s, he has kept it running successfully and growing rapidly almost all on his own. In May of 2008 there was a halt in his business. He went into the hospital for an emergency open-heart surgery. He had seven blockages, which were repaired by a quadruple bypass surgery. The doctors told him he was very lucky to be alive.

With him being the main mechanic in his shop, my brother helping out after college and myself working the office, he was very worried how he was going to get the jobs done and keep the customers happy. With the help of my mom, brother, me and great close friends, especially Jon White, he was able to rest easy as the shop was taken care of.

Each day I would drive downtown to the hospital with the job list in hand. From his hospital bed he would give me a list of orders to be carried out the next day. A week after surgery he was able to come home and was supposed to be in bed for a few weeks, but not Bill Moeller.

That man was out in the shop the day he got out of the hospital, showing my brother and me what needed to be done to get jobs finished and out the door. A couple times when no one was watching he would sneak and work a little bit. He wasn't even supposed to be in the shop, let alone turning a wrench! He just kept saying, "These people are depending on me to get the job done, so I have to do it."

No matter how much strength he had lost and how weak he was, the work was done and it was done right. Now, eight months later, his health is almost 100 percent, and he couldn't be happier to be alive and doing what he loves best. I felt the need to send this because with each tough time, he has never given up and has always put the customer's needs before his.

Lesson Learned: Dreams can overcome just about anything.

Jim Markland - General Manager Harley-Davidson of Bloomington Bloomington, Indiana

Dan is the gruff customer that walks in the door and the dealership employees scatter like leaves in a whirlwind.  I was home recovering from hip replacement having kitchen table meetings with various managers from the dealership as they came to visit.  Each manager had a tale to tell about ol" Dan.

Back to work the first week of January, I field a phone call from Dan, who went into a tirade.  He still had not received his certificate of origin and he was going to be charged a fifteen dollar late fee at the license branch. The bike only had 3/4 of a tank of gas and there was a nut missing on the windshield he had installed by the service department.  He lived an hour-and-a-half away and wanted to know what I was going to do about it.

I asked if he was going to be home that afternoon, he said his wife would be.  I confirmed we had the windshield in-stock.  I then found the certificate of origin in the outgoing mail box.  I told Dan I would be down around 3:00.  He said the bike was a couple of blocks away, but his wife Sylvia would give me directions when I got there.

I arrived at the address he gave me and was greeted by Sylvia.  She had the telltale gaunt features and hair loss that result from radiation treatments. She invited me in and immediately retreated to the couch where she laid down, obviously exhausted.  I handed her an envelope with the paperwork and $25 (to cover the late fee and top-off the gas tank we had failed to fill all the way.)  I told her I wanted to put a new windshield on the bike, rather than replacing the nut.  She explained they were renting because they had a house fire and were waiting for the insurance company to settle. I told her about my recent hip replacement and how stir crazy I had gotten recovering at home.  I asked how she was doing; she shared her fight with cancer.  We had a nice visit.  I asked her if she needed anything before I left she said no, but thanked me for caring enough to offer.  I followed her directions and found the bike in the detached garage next to their burned home and exchanged the windshield.

Dan's dream of a new Harley-Davidson was fulfilled in the midst of a series of terrible events, but he realized his dream in spite of it all.  I see Dan and Sylvia in the dealership from time to time.  She looks well and he usually smiles, shakes my hand and asks about my hip and tells me how much he loves his motorcycle.   We only see the surface of a customer until we reach out with extraordinary care.

Lesson Learned: Sometimes angry customers have other things going on.

Mike Belleau - Sales & Financing The Shop Harley-Davidson Sudbury, Ontario, Canada

In the New Year, I always find time to do a little "house cleaning" to help clear clutter from my office. I got into the habit of keeping "troubled" deals in a special folder until the end of the year and then before I throw them out, I would read through them again to see if there was anything different that I could have done.

In May, 2008 our dealership was re-located to a new facility that any Harley Dealer would be proud to showcase. Along with the new digs came a new set of Harley-Davidson standards for our staff and everyone was pretty excited. After attending a training program, I was excited to bring my new found knowledge back to the dealership to share with my co-workers. The HDFS Mission Statement is " we fulfill dreams through the experience of motorcycling, by providing to motorcyclists and to the general public an expanding line of motorcycles and branded products and services."

My customers name was Norm. He had his heart set on a 2008 FLHX but the deal was declined at a local credit union because of Norm's past financial troubles that were beyond his control. Medical reasons had forced Norm to leave his job years ago and that affected his credit history. I called him up and asked if he would be interested in a 2009 FLHX. I told him we had a new lender - Harley-Davidson Financial Services Canada that we could try.

Norm was interested so I had to drive 1 hour out of town with our enclosed trailer in -25 below zero Celsius to pick up his trade. We put some numbers together and....well the rest is history.

I didn't give up on this customer and with the help of HDFSC, we made Norm's dreams come true...he will pick up his new 2009 Street Glide this spring.

Lesson Learned: There is gold in old customer files!

Eddie Caldwell - Sales Trenton World-Class H-D Trenton, NJ

John was new to the area and was accustomed to the "average customer service" from where he was from. When he walked into Trenton World-Class Harley- Davidson, I knew he would be pleasantly surprised when he realized how we go above and beyond to satisfy our customers. The deal took approximately 2 weeks from start to finish. During these 2 weeks I reassured John that Trenton World-Class Harley-Davidson should be the motorcycle dealership of choice –because of our unbeatable customer service. I explained that we don"t just sell you a bike; we include our friendship and dedication of always being there for each and every customer no matter the time or day. John decided to purchase a 2008 Dyna Fat Bob.

Shortly after purchasing his bike the chrome pipes began to pit. John put my customer service promise to the test and decided to call my cell phone to see if I could help in anyway. There I was, on my highly valued Friday night, in John's garage with a camera and flashlight taking pictures of his pipes. I explained to John that I would bring the pictures back to my service crew first thing in the morning so that we can get started on a warranty claim. This would not be the only time that John would witness that I am always available to my customers. Several weeks later, I was eating dinner with my family while watching my beloved NY Giants play, when I got another phone call from John letting me know that he was broken down on the NJ Turnpike, on his way to show off his new toy to some buddies of his. I immediately got off the phone with him and called a towing company, who dispatched someone to rescue John on the Turnpike. I called John back to let him know that they were on their way and to stay on the phone with me until they arrive. He couldn"t thank me enough. Now don"t get me wrong, John was very upset that his bike broke down, however he was quite relieved to have my personal cell phone to contact me for assistance. He was even more relieved when I reminded him that since he purchased the Extended Service Plan the towing cost would be completely reimbursed.

In this day and age, dealerships are becoming more and more competitive. When it comes down to it, it is the little personal twists/additions that each dealership does to differentiate themselves from one another. It is these little things that cause surprise and delight to each customer. Do the unexpected. My unexpected is offering out my personal cell phone to each customer I come in contact with and backing up my promise that I am here for you night and day (24/7), 365 days a year. I always say, "I"m just a phone call away!"

Lesson Learned: It truly is the little things in life that make a big difference

Tony Kegel - Sales Kegel Harley-Davidson Rockford, IL

I would like to start by commending all the dealership employees out there fighting the good fight. Our industry has become a tough one and in today's market I believe we are under appreciated. In our area, the competition is fierce. We are doing things we never thought we would to earn a customer. One sale I am rather proud of was with Keith. At the time, Keith was serving with the United States Army in Iraq. At our dealership, I am in charge of keeping up with all of the used motorcycles and I answer all of the emails sent through the web site.

Last summer I was lucky enough to receive an email from a soldier serving his country in Iraq. Not only did this guy want a Harley but I could tell he was just happy to talk with someone state side. His name was Keith. He found a 2006 Street Bob on Harley-Davidson's web site and knew he had to have it. The motorcycle was decked out with the "Skull Collection" and it really appealed to Keith. We emailed for several months. I even made a care package full of t-shirts and sent it to his troop. The guys where so elated with this that Keith told me to be watching the mail. They sent me a photo of them at their camp all wearing the shirts I had sent. The kicker though, was a flag flown over their base. It was high atop the flagpole shown in the picture and they also sent an "American Flag Certificate".

Keith shopped on-line and I arranged for the parts to be put on the bike. One piece at a time! Sometimes I think it was just to be able to chat. He also arranged for credit card payments to be made until he took leave. By that time he would have a good down payment built and the motorcycle would be ready to go. Keith flew into Rockford International Airport and I met him at his gate. I drove Keith back to our shop with his military issue bag in tow. His plan was to do paper work with us and hit the road. Keith spent two weeks touring the United States before finally making his way home. His post Iraq "Harley Decompression Trip"! I am proud to be able to help out our service men and women in any way I can.

Lesson Learned: Some things are worth fighting for

Ken Fisher - Sales Manager Lynnwood Cycle Barn Lynnwood, WA

I am responsible for assisting the sales staff with every deal. One of my seasoned sales associates, Greg "Newman" Sheehan, was having a particularly hard time with one of his customers. Coming to me for advice, Greg proceeded to tell me about the strange situation that he was in.

As a doomsday survivalist, this guy was a one of a kind patron. He was certain that the world will end in the year 2012, and all signs pointed to yes, the Mayan Calendar, Nostradamous, and current world events. He wanted a motorcycle that would help him keep the "Scallywags" away from his stockpile. He was looking for a Dual Sport Motorcycle that was light/small enough to go into the back of his Honda Ridgeline, got great gas mileage, and had a short enough seat height for him to saddle.

As an avid dirt bike rider, Greg presented the Honda CRF 230L to perfection. Our survivalist loved the bike, the test ride, and the price. His one objection was that he wanted to go see the Yamaha XT225. Greg let the customer go on his own recognizance to the shop down the street. He came to me after the customer left.

My advice was basic, establish great rapport, and represent the machine based on what is important to the customer. I explained to him that you have to put yourself in his mind's eye, and point out what would be significant about his new motorcycle. I gave him a new set of Features, Advantages, and Benefits to re-present to the customer. (1) Honda shops are far more frequent then Yamaha shops. In the event of an Armageddon, and he needs parts, Honda shops would be easier to break into then any other manufacturer. If he is out in the middle of nowhere fighting off the Scallywags the chances of a Honda shop being nearby are great. (2) Honda's name is synonymous with reliability. Paint him as the expert... I see that you bought the Ridgeline in preparation for the cataclysm. Surely you recognize the reliability that Honda has to offer. After all, Yamaha doesn"t make a truck. (3) Lastly, Greg would be able to assist him with any issues that he may have up until the "end of days".

Greg called the customer back. He caught the customer on the phone while he was still at the Yamaha shop, and conveyed to him all of the pointers that I gave. The customer promptly left our competitor, and came back to our store and purchased his new motorcycle.

Lesson Learned: When you concentrate on benefits specific to the customer, sales are made

In order to gain more business I post all of our bikes for sale on our website. I take several pictures of each bike from every angle, both wide and close-up, so that people can get a true feel for the bike and its many features before they call or make a trip to see us. Recently I had a man call me from Boston, Massachusetts interested in a used bike we had online. He wanted very specific details about the bike: exact current mileage, any dings, dents, or wear from a wallet chain, etc. I took the time to look over the bike as if I were purchasing it myself and called him back with the only flaw I found- a scratch on the bottom of the frame. I made the extra effort to explain all the features of the particular model, email additional pictures, and make him feel like he was doing business with the store down the street instead of across the country.

The sale was not easy. My customer was a pushy and demanding man. When he decided to purchase the bike, I did not let my responsibility end with the conclusion of the sale. He was extremely worried about damages occurring to the bike during transit to Boston so I followed the sale through the financing and titling process, made sure it received the best service and detailing, and prepared everything necessary for the bike to make it safely to Boston. I even helped him purchase additional insurance on the bike for the long trip ahead. I remained in contact with him through numerous phone calls until the bike arrived at his door. Through these calls I learned more about him and his riding buddies, and was even invited to stay with them the next time I"m in Boston! He ended up extremely pleased with his purchase and called again days later to thank me for the excellent service. He even requested to speak with the owner of the company to thank him as well for such a smooth transaction.

After the sale he filled out our survey and indicated that he felt comfortable with the entire sale because I was available, honest, and cared about him as a customer. He took a chance on us from across the country and because of my dedication to great customer service, we were able to make the sale and gain a new long-distance customer.

Lesson Learned: You never know where your next customer may come from

It was Memorial Day; I was coming back from visiting my father's grave at the veteran's cemetery in West Hartford, CT. Going down I-84 in Hartford I saw two bikes on the side of the road with a problem. Traffic was heavy and I was in the fast lane so I didn't stop. It was a holiday so the shop was closed, everybody was closed. Why should I stop I thought, I have been working six days a week and half the time you stop they don't need help anyway!

I started to feel guilty. They were wearing POW/MIA matches with Mass license plates. Obviously they were on their way home from the wall in D.C. I headed back. They were two grey beards out of the Boston area; one had his 14 year old daughter with him. The guy with the shovel head was down with an electrical problem, it figures!

His battery ground connection was loose and had melted the post. I told them I was the parts dept manager at Gengras Harley Davidson about 2 miles away and I could get them a battery.

"That would be great but we only have about $50 bucks between us and that's for gas."

"How about a credit card?" I asked.

"No, but I promise I'll send you a check. I give you my word," he replied.

"One vet to another, I'll trust you" I replied.

So I got them all fixed up and running again, and sent them on there merry way. The shovel head rider was very thankful and said he'd be in touch. Sure enough 10 days later I received a check in the mail for $100 from Mr. Shovelhead with a thank you note saying keep the change. I cleared the tab for the battery and treated the guys at the counter to pizza for lunch; what a rewarding experience.

Lesson Learned: When that voice inside tells you something, listen!

I work in the parts dept at high plains H-D. One of my customers came in before Christmas & wanted a new ignition for his 91 FLT. He is one of those customers that always does his own work.

His bike kept dying, and I told him a new Dyan ignition should get him back running in time for our freeze your bippie ride on new years day. The ignition came in before new years and he went home to install it himself.

He called me up and asked if I would come over and double check if he had hooked it up right, because it wouldn't start after he had installed it. So I went to his house to check his wiring. I find out that he had not installed it correctly, and indeed had burnt up the new module.

The new years ride was the next day. I asked him how bad he wanted to ride. He said, "I really want to go!" I run home & found an old backing plate, a set of points, and condensor. Went back to his house. Showed him how to install them. Got him running
For the freeze your bippie ride.

The day after the ride he came in and ordered a new module and installed it, and was back on the road again. He could not stop talking about how I made it possible for him to ride on new years day. About a mouth later he came in and traded his old bike for a newer model. One happy customer.

In sales, no is the Grim Reaper of any deal. My policy is to say, "Let me see what I can do for you." Never Say No. We are not in the motorcycle business; we are in the People business. Figure out what people want, give options, and/or alternatives, make a deal, make your customer happy, make your employer happy, and you will be happy.

I have always said, "Don"t judge me by the easy sales, but by the not so easy ones." Two Friday's ago I received a phone call at 2:30pm from Mark. (We close at 5:00 on Friday's) He said he just left a dealership that got him approved for a loan and wanted an FXD. He asked if he could purchase one from us and drive it out the door that day. I always say, when in doubt, treat every situation like it's a test. I began to ask questions. Mark said that the dealership did everything perfect, but could not get the deal done and out the door that day. I told him that we have the bike, and as long as we can get all the pertinent bases covered, we would make it happen today. 

I immediately went to work while Mark was on the road to our dealership. I really believe you are only as good as the people you work with. I recruited my friend, co-worker, and partner in crime, Andy Gilman. He rolled the bike off the floor to the service department while I got Mark back on the phone to run info for the credit application. Andy in turn recruited Lou and Chris in service to check over, gas, detail, and get the FXD ready for delivery. Mark walked through the door at 3:15pm. Mark was a professional looking young man dressed in a suit. He told me he needed all the necessary riding gear and would like to include it in the deal. I said fine and introduced him to Josh and Miriam in MotorClothes. Buy this time he was already approved and I began to enter the deal in the computer, as it was our Business Managers day off and I am the back up. I asked him about insurance and he asked if we could include it in the deal. I said, "Sure." I ran a quick quote and that was that.

I kept wondering why the other dealership would tell Mark no. In these times, wouldn"t you stay late if necessary to make a deal, make a customer, or make someone's day? Mark had all of his gear, I had his insurance binder in hand, and he sat down. We negotiated the deal on the bike over the phone to expedite things. Mark and I did his paperwork and he was the new owner of a Harley-Davidson FXD. Andy Gilman went over the bike with Mark for me while I made copies of his paperwork. Andy said that he was concerned, as Mark had only ridden a Vespa before. I went in the back with Mark and the bike. We spent some time slowly getting used to the machine. Mark was ready to go.

It was now 5:15pm. The dealership was officially closed. As Mark and I were saying our final goodbyes, he opened up about his situation. He thanked me again for making this happen for him. He told me that he was in the Air Force and three months from Graduating Medical School. The Air Force was helping with tuition, but did not cover all of it, as he was attending Brown University. He said, "My wife and I are having problems, once I graduate I"ll be a quarter million dollars in debt, so this Harley is my last hurrah." Mark got tears in his eyes and said again, "Thank you very much for making this happen for me." I said, "It's what I do, and you"re why I do it Mark."

Andy, Lou, Chris, Josh, Miriam, and I watched as Mark Drove away. I thanked everyone, because I could not have done it without them. I jumped in my vehicle and began to think about Andy's concern for Marks ability. I had given Mark directions to where he was heading from the dealership. I headed that direction. I saw Mark, pulled up next to him, and told to follow me and I would get him to his destination. Once we arrived, Mark was, as always, very thankful and just glowing with joy and exhilaration. I thanked Mark for his business again, congratulated him on his new machine, and wished him luck as a doctor. He was again emotional and gave me a hug. So when you are asked for something out of the realm of your comfort zone, remember, "Never Say No!" You may someday have an extraordinary request yourself. Would you want to hear NO?

Where most Dealership Superstar™ entries will have exceptional tales of a phenomenal sale or the great success story of one customer's happiness, you will find my story to be quite different, but it is my hope that you will find my unique story to be just as amazing and full of "star" potential.

I am not granted the daily opportunity to assist in sales or have an abundance of face time with customers. I began my career with HRHD as Human Resources and quickly became an innovative marketer. In an effort to create my own link to our friends and family, otherwise known as customers, I created an electronic newsletter called "Naked News". Twice a month I use my creative genius to put together one amazing piece of informative art. In this newsletter our customers are not only informed of everything going on at all five stores but they are given coupon after coupon and of course my "Challenge of the Month".

The challenge I present always provides them with an incredibly fun activity such as a "treasure hunt" or "hot wing eating contest" where they will win prizes and of course, have a reason to ride, or our "photo contest" where the winners had a 5ft x 5ft picture of themselves placed on our dealerships wall to become part of our history! This is where I provide myself with the opportunity to see and spend time with our amazing customers. Our email list began at 2000 and has grown to 3600 customers strong. Creating Naked News not only feeds my insatiable need to be creative but our customers truly love it .

To add to my "star" quality, I must add that in creating Naked News and using it in place of direct mail pieces that could not be measured for success, I single handedly saved the company $179,400.00 for the year in marketing, print and postage costs. I do my absolute best always and give 110% of my energy to the promotion of our five stores. With that effort I have also created a MySpace and facebook page for the dealerships and am currently working on re-vamping our website and anxiously awaiting the results of the application I placed to make HRHD a Top 100 Dealership. There is never an open house, cook out or event where I am not personally thanked by one of our thousands of customers for the creation of Naked News or the constant efforts I make to market these dealerships. I may not have a motorcycle sale under my belt or one specific letter about one exemplary story of customer service but what I do have is thousands of smiles, over 1000 motorcycles sold in a year and the loyal devotion of our incredible customers.

Last summer I met a local couple in the dealership and through conversation found that they currently owned a metric motorcycle and were interested in purchasing their first Harley-Davidson.  I invited them to bring in their motorcycle so that I could do an appraisal and offer them a trade difference. 

This happened and the customer was infuriated that I wasn"t allowing what he perceived as a fair trade-in value for his bike.  He made quite the scene and left saying this is the last time he would ever come into our store. 

Reluctantly, I must admit, I called the customer a couple of days later to discuss other options for his motorcycle.  The gentleman seemed to appreciate the call and agreed to bring his wife in for a demo ride that weekend. 

Before the ride, I pointed out several features of the motorcycle to his wife and then went over the controls with him as normal.  When they got back from the ride, his wife was ecstatic about the ride comfort and loved the sound of the Harley. 

Two weeks later, the customer who would never step foot in my dealership again picked up his new Harley-Davidson and he and his wife are active members of our H.O.G. Chapter.  Now, they send me referrals and are frequent visitors to the shop.

Lesson Learned: Don’t be afraid to make that call !

While visiting his local dealership, in search of a new motorcycle, Ralph felt as if he was treated with a severe lack of respect by the dealership staff. Believing he was dismissed based on his appearance; he left and called Mike's Famous Harley-Davidson. After speaking with our Customer Advocate, Vicky Lobo, Ralph was told that Mike's Famous could help him get on the bike he wanted. He and his friend, John then decided to stop in.

They were greeted by Vicky, who introduced them to one of our professional Motorcycle Planners, and Ralph began telling the tale of how he was judged at the previous dealership. Wanting to be as honest as possible, Ralph explained that he did not have the best credit. 

Meanwhile, while John was experiencing Mike's Famous" unique sales process he decided he wanted to purchase a motorcycle as well! It seemed like only a few exciting minutes of working with our team and looking over our extensive inventory they found the bikes of their dreams! After agreeing to purchase their motorcycles, Ralph and John visited Jennifer Thompson, in our Finance & Insurance Department, where they took advantage of our Loyalty Program and unique motorcycle protection packages. In addition to purchasing GAP, an extended warranty, and insurance they took advantage of a Priority Maintenance plan. Their excitement only grew as they learned all future purchases at Mike's Famous would be converted into points via the Loyalty Program. 

After each finished signing for their new bikes, and all questions were answered, they were presented with their very own spotless Harley-Davidson Motorcycles. Seeing the sun gleam off the shimmering chrome and painted perfection, both knew that traveling to Mike's was the best decision each of them could have made. Ralph and John were so thrilled with their experience that they travel the hour often, and are in the dealership at least twice a month, further deepening their relationship with the staff. They love coming back because they don"t feel like just another name on a list of bike buyers, they feel like part of the Mike's Famous family. At Mike's Famous, "We believe in a customer for life!"

I visited your store this weekend and was very impressed! I"m on my 5th H-D and have never experienced the full deal like your store. 

My friend bought a bike from you and you were also kind enough to service my bike and another friend's bike while we waited for her. Your techs advised me to buy different peg mounts for my bike cause I"m too tall for the long armed ones. Most stores will just put them on and basically don"t care. Not your staff. They also noted my Road King Classic bag was not sitting correctly when I left and adjusted that.

The girls at the counter are genuine and friendly. Thank you for the awesome visit. Thanks again, as Arnold Sez..."Ill be back" Tom A.

Photo includes staff from different depts...We work as a Team!

I came into work after my day off and our salesperson, Kevin was excited about a possible deal he had working. This deal involved a very nice and heavily accessorized pre-owned Road King we had, but there was a catch the customer, Ed, was new to the area and he had a metric trade. 

One thing I learned a few years ago, metric trades can be exciting. Ed was surprised we were willing to accept his trade; he expressed his disappointment in many dealerships in their unwillingness to accept his trade. He was very proud of his motorcycle and the accessories he had put on it. 

The next catch for us was the weather. It had turned cold and wet and he had no trailer. He made the comment "The Road King will most likely be gone by the time I can get my bike here for you to look over to evaluate the trade." I suggested we look at the trade values of his motorcycle and if those were acceptable to him, then I would happily drive to his house and confirm the value.

He was amazed that I was willing to drive over an hour to assess his trade. We made an appointment and later that day I was there looking at his trade. It is amazing how excited someone can be when they are showing you their motorcycle at their own home. It is easy to see how proud they are of their bike and how important it is to them. When I looked over the highly accessorized Yamaha I was pleased to see that it was perfect. I committed on how nice the bike was and we would be glad to give the agreed amount for the bike. In his excitement about the deal the next realization hit him. How am I going to get the deal done? I can"t get the bike to you guys.

I said no problem you come over, I"ve got all the numbers I need for our business manager, we"ll do all the paperwork and deliver the bike and then pick-up yours while here dropping off your new Road King . He was floored! When I got back to the dealership I told Kevin what was going on and he was excited that we were able to get it closed and he wanted to do the delivery. When Kevin showed up to Ed's house with his Road King he was knocked out that his salesman would take his own time to deliver his bike.

We have seen Ed several times this winter and he can"t wait until spring when he can ride over and visit. We have been doing home appraisals for a couple of winters now, and I am still surprised how excited people are when we get there. It allows a much better connection with our customer. We learn more about them and how to better care for our customer.

Back on January 4th, 2009, a guy pulled onto our lot driving a semi from Maryland. I started to talk to the guy about a 2009 Street Glide. He told me he was from Maryland and he was only in town doing a delivery and he really didn't want to waste my time.

I replied that it was ok, and I would be glad to show him the features on the bike. His reply was, " I have been trying for a week to buy one from my dealer ".  This confused me a little and I started thinking maybe it was a finance issue. I wasn't about to let this guy out of here at least until I found out that he wasn't a credit bandit. So as the conversation starts, I find out this guy has 3 more Harley's in his garage at home! So meanwhile he starts to tell me this story about how his home town dealer would not give him a firm price on a Street Glide! They kept trying to sell him a Rocker C!

So, now I connect with this guy big time, just by giving him what he wants! So now we sit down and do numbers and got his credit approved. He was in agreement with everything, but was concerned about getting the bike home. He pulled a tanker, so there was no way he could take it. So I called HD shipping and got a price of $450 to ship it to his front door. I split the cost of the shipping, and the deal was done. I called HD shipping the next day and was informed that they couldn't deliver it for 2 weeks.  I really felt bad because I knew he was chomping at the bit to get his new bike. 

The next day I called my customer and asked if he was ok with someone bringing the bike to him on a trailer. He was fine with it, so I went to my owner Rick and explained the situation and told him I wanted to deliver the bike myself. Rick thought it was a great idea and couldn't believe I would do that. I have a new F 150 Crew Cab with a 5.4 V8 and a towing package. So I left on a Saturday at about noon with the bike, my wife and dog and headed for Maryland! 430 miles and 8 1/2 hours later I was in my customer's driveway!

I don't think I have to tell you how happy and impressed He was! Afterwards, we got a hotel and drove back the next day. Oh, by the way, as I was driving home, I passed by his " hometown dealer " 8 miles from his house.