Issue link: http://read.dmtmag.com/i/687402
www.PowersportsBusiness.com MOTORCYCLE Powersports Business • June 13, 2016 • 31 said O'Hagan. "It doesn't surprise me that Victory is up toward the top or that Slingshot, or Indian is up toward the top. I know that Polaris as an organization cares about the way their dealers sell, has opinions about it and shares those ideas through sales training." Compared to the rest of industry, O'Hagan said Polaris dealers were much more likely to offer a test ride. Salespeople industry-wide offered a test ride 31 percent of the time, while Slingshot dealers offered them 44 percent of the time. The same dealers gave compelling reasons to buy 49 percent of the time, com- pared to the industry's 42 percent. Slingshot dealers, along with Harley-Davidson dealers, were also among the most likely to specifically ask the prospect to buy. Both brands were at 55 percent, tops in the industry. Zero, the electric motorcycle brand, was also included on the PSI survey for the first time in 2016. The brand finished with a score of 109, the same as the industry average. O'Hagan says that finishing on the industry average, for a small company that's only been producing bikes for 10 years, is a positive step. "The areas where Zero outperformed the industry: They were more likely to offer test rides, and more likely to mention maintenance programs and discuss features unique to the brand, which makes sense given their product," he said. Areas where Zero salespeople were likely to underperform compared to the industry included asking about trade-ins and asking for the sale. The habits studied in the PSI surveys are positive ones for motorcycle dealerships. "It's not subtle; it's completely black and white. The dealers who focus on making sure that these behaviors are happening outperform the deal- ers who are not," O'Hagan added. He said that on average, when motorcycle dealerships are ranked by their PSI score, deal- erships in the top quarter of the rankings sell 22 percent more motorcycles than dealerships in the bottom quarter. "From my perspective, we are definitely rooting for the industry and have been since the beginning," O'Hagan said. "It's very gratifying to see the scores increase, because along with the scores increasing, sales will increase; profit- ability will increase, and the industry will be healthier and happier." PSB PIED PIPER CONTINUED FROM PAGE 30 Harley-Davidson dealers saw their PSI score rise by 2 points, while they sold bikes like the Road Glide. Ducati dealers, whose lineup included the XDiavel S, topped the Pied Piper PSI rankings for the third year in a row.