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BMW Motorrad Dealers top Pied Piper mystery shopping report
May 2017
MONTEREY, CA – BMW Motorrad dealerships are tops among mystery shoppers in Pied Piper’s 2017 Prospect Satisfaction Index survey. Harley-Davidson Dealers were ranked second on the 2017 report, and Indian Motorcycle and Ducati tied for third.
The annual study measures treatment of shoppers who visit a dealership. The researchers tie scoring results with a brand’s sales success.
Performance for the 2017 ranking varied considerably from brand to brand, the research organization stated.
Dealers selling Indian, Ducati and Harley-Davidson were most likely to provide reasons why a shopper should buy from their dealership, rather than just selling the product. Dealers selling KTM, Zero and Can-Am were least likely to promote the benefits of buying from their store. Nationally, sales personnel evangelized their dealership 47 percent of the time.
Dealers selling Kawasaki and Harley-Davidson were most likely to ask for the sale in any way, while KTM, Husqvarna and Zero personnel were least likely to ask for the sale. Nationally, personnel asked for the sale 72 percent of the time.
Dealers selling Harley, Triumph and Polaris were most likely to ask for a shopper’s contact information, but Dealers selling Yamaha, Husqvarna and Honda were least likely. Nationally, Dealer personnel asked for contact information only 58 percent of the time.
