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Harley dealers top Pied Piper mystery-shopper study
May 2013
MONTEREY, Calif. - Among motorcycle retailers, Harley-Davidson dealers treat shoppers the best — although Suzuki dealers excel when it comes to following up online leads.
These were two of the findings of a pair of new studies: the annual 2013 Pied Piper Prospect Satisfaction Index (PSI) and a separate study by the same firm that, for the first time since 2008, measured how well motorcycle dealerships responded to customer inquiries received online through dealer websites.
Dealer service provider Pied Piper conducted its PSI study between July 2012 and April 2013 using 2,503 hired anonymous mystery shoppers at dealerships representing all major brands, located throughout the U.S. After each visit, the shoppers answered yes-or-no questions.
Using data collected from its clients, Pied Piper claims to have found a link between the mystery shopping scores and dealership sales.
Harley-Davidson dealerships led all brands in 18 different sales activities, such as encouraging shoppers to sit on a motorcycle, asking for contact information and helping the shopper overcome obstacles to the purchase.
Eleven different brands led at least one sales process category, and brand performance varied considerably from brand to brand. For example, Ducati salespeople offered a brochure to about 9 shoppers out of 10, while less than half of Suzuki, Honda or Kawasaki salespeople offered a brochure. BMW, Triumph and Harley-Davidson salespeople were more than twice as likely to offer a demo ride as the salespeople at Ducati, Suzuki, Honda and Yamaha dealerships, the study found. Victory salespeople were most likely to suggest arranging a demo ride in the future.
These were two of the findings of a pair of new studies: the annual 2013 Pied Piper Prospect Satisfaction Index (PSI) and a separate study by the same firm that, for the first time since 2008, measured how well motorcycle dealerships responded to customer inquiries received online through dealer websites.
Dealer service provider Pied Piper conducted its PSI study between July 2012 and April 2013 using 2,503 hired anonymous mystery shoppers at dealerships representing all major brands, located throughout the U.S. After each visit, the shoppers answered yes-or-no questions.
Using data collected from its clients, Pied Piper claims to have found a link between the mystery shopping scores and dealership sales.
Harley-Davidson dealerships led all brands in 18 different sales activities, such as encouraging shoppers to sit on a motorcycle, asking for contact information and helping the shopper overcome obstacles to the purchase.
Eleven different brands led at least one sales process category, and brand performance varied considerably from brand to brand. For example, Ducati salespeople offered a brochure to about 9 shoppers out of 10, while less than half of Suzuki, Honda or Kawasaki salespeople offered a brochure. BMW, Triumph and Harley-Davidson salespeople were more than twice as likely to offer a demo ride as the salespeople at Ducati, Suzuki, Honda and Yamaha dealerships, the study found. Victory salespeople were most likely to suggest arranging a demo ride in the future.
