Issue link: http://read.dmtmag.com/i/772602
www.PowersportsBusiness.com SOLUTIONS Powersports Business • January 23, 2017 • 31 confessed. About a month later I found the rods in the carb cleaner bucket. That's when I remembered I had put them there to degrease them. But, the students had graduated, and I couldn't apologize for my bad behavior. If you were in that class, I humbly apologize now. I'll buy you a beer when you visit Prescott! Don't use snapshots to make snap deci- sions. Having taught over 5,000 folks in the motorcycle business over the last 33 years, I've learned that some mistakes happen over and over again. One of the most common is that managers make snap decisions based on seconds or minutes of observation. Doing this often ends up in misdiagnosis and can erode employee morale. For instance, a few years back I was visiting a dealer principal in his upstairs office when he looked down upon the showroom to see a customer walk- ing around the bikes, unattended. The dealer raced out if his office, headed downstairs and reamed out a salesman for not tending to this customer. Later in the day, when I spoke to that salesman, I learned the he had engaged that customer, who told the salesman he preferred to look around by himself before talking numbers. Asked why the salesman didn't tell the dealer this, he said, "What's the use. He already made up his mind." BTW, employee retention at that dealership was poor at the time. I could go on, but it's time for me to say fare- well. I am semi-retiring from the motorcycle business and am focusing my attention to my wife's real estate business here in motorcycle- friendly Prescott, Arizona. I will continue to write, as I feel I have something to offer and because I enjoy it! So, check out my newly minted Facebook page at David Koshollek. Thank you for your kind appreciation of my services over the years. Working with you, and for you, has provided me with a most rewarding life. See you on the road. Ride Well — Be Profitable! PSB Dave "Dako" Koshollek has worked in the motorcycle industry since 1971 as a motorcycle mechanic and service manager, as a technical trainer and national director for MMI's Harley- Davidson training programs and as vice presi- dent for Dynojet Research's motorcycle division. In 1998 Koshollek formed the DAKO Manage- ment company that provides sales, management and product training both in print and in person. Email him at dakosfuelforthought@gmail.com. Craiglist changed. Buyers won't. GUEST COLUMN It was bound to happen. Not only did Craigslist announce that they will be charging $5/ad for motorcycles, but as of Dec. 1, Craigslist began charging $5 ad for snowmobiles, ATVs and UTVs as well. As a powersports dealer, you are dis- appointed, maybe even angry that Craigslist decided to start charging $5/ad. There is still no better way to reach active buyers. So now what? Here are a few ideas for how to approach your Craigslist advertising: Look for help. Have you considered asking your OEM rep if co-op dollars can be used for Craigslist advertising? Take a look at where you are spending marketing dollars. Ask yourself which of these mediums provides you with as much lead data as Craigslist? Do you get a name, email address or telephone number when somebody hears your radio commercial? Place more Craigslist ads. If you are think- ing about pulling out of Craigslist, so are your competitors. That means less competition and more eyeballs on your ads. Buyers will not change their behavior. They will continue to search Craigslist. When Craigslist started charging for automotive ads three years ago, dealers saw 15 times more leads per ad. Find a tool that automates your ad post- ings. These services will sync with your inven- tory management software to eliminate the need to re-enter ad data and upload pictures again. You may also want to suggest to your OEM rep that the cost should be at least par- tially underwritten within a co-op program. Cast a wider net. If you are only posting ads in one market, consider promoting your inventory on Craigslist in neighboring mar- kets. Jump on this opportunity to introduce your dealership to new buyers. Draw them in with aggressive pricing. People love to drive a little to save a lot. Finally, take a deep breath. This is not the end of the world. It is all part of the evolution of our economy to becoming more digital. This is an exciting time to be a dealer. Be out in front of this technology and you will win more business. Stay angry or passive, and you may be left behind. PSB Jim Jabaay is the vice president of Sales and Marketing for LotVantage, a leader in digital marketing for automotive, powersports, marine and RV dealerships. JIM JABAAY KOSHOLLEK CONTINUED FROM PAGE 30