Issue link: https://read.dmtmag.com/i/410969
www.PowersportsBusiness.com POWER 50 Powersports Business • November 3, 2014 • 9 its Ducati and BMW showroom areas, refur- bishing the designs to ensure alignment with updated guidance from both OEMs. While several brands may share a showroom facility, the dealership works diligently to ensure that each brand is uniquely represented. In addition to the distinctive merchandising displays, each showroom features flat screen TVs, comfortable seating areas, clean and well- appointed restrooms and cold beverage sta- tions, which are key for the climate. The Kawasaki/Triumph showroom doubles as a relaxing customer hub, housing an Internet café, coffee bar and foosball table. In fact, the dealership recently relocated its Triumph display to the Kawasaki/Ural/Aprilia facility, a change that allowed both expansion of the Triumph showroom space, as dictated by recent sales growth, as well as increased traffic for Kawasaki. Calculated approaches such as this allow the dealership to outperform national sales averages. Also, the dealership added a full-time qual- ity control specialist. This individual is charged with verifying each service item for every bike and performing a full detailed cleaning on each bike serviced at the dealership. A Green Lane was added to the service department for quick minor repairs or maintenance, and a new dyno room allows customers to watch their bike'se's new performance upgrades in action. To stay in touch better with its customers, the dealership also added a full-service iPhone and Android app and introduced a live online chat function to its website that's available 24 hours a day. On top of all that, the dealership took home a Ducati Platinum market share award and earned Triumph's first-ever 100 percent score on a U.S. secret shopper test. The dealership was ranked No. 9 on the area's "Best Places to Work" list. "Being recognized by Powersports Business as North America's number one dealer for a second consecutive year is a tremendous honor," said Gina Marra, vice president of the Powersports Division at YAM Worldwide, who previously was general manager of Go AZ. "I wholeheartedly believe that this year's award reflects the incredible efforts by our entire team to take advantage of every moment of truth to grow and better our business for our customers. At Go AZ we believe that our focus on customer service and relationships serves to ensure our financial success, and our finan- cial success allows us — and compels us — to serve our community." The Power 50 dealers were selected by the Powersports Business editorial staff upon com- pletion of an extensive application process that focused on a variety of business segments, including new and pre-owned sales, events, marketing, service and F&I department opera- tions, employee training and social media usage. "Congratulations to all inductees of the 2nd annual Power 50," NPA chief operating officer Jim Woodruff said. "It's because of your hard work and dedication that the powersports industry continues to grow across the nation." TOP 5 DEALERS In addition to the selection of the No. 1 dealer, PSB once again selected the Top 5 dealerships based on their 2013 performance. NO. 2 DEALER: FREEDOM POWERSPORTS, WEATHERFORD, TEXAS A 2013 Power 50 dealer as well as 2013 Power 50 Best in Class Service Department winner, Freedom developed a lead logging verification department that monitors every call, email and chat lead that comes into the dealership, then grades them on a customer service scale as well as verifying if the customer was logged into the CRM system. This has increased the level of customer service as well as increased the percentage of leads that are getting logged and followed up with. An internal call center also has been devel- oped that ties directly to the CRM tool and the lead verification department. This center makes outbound calls to pre- and post-sales depart- ment customers as well as post-service custom- ers. Feedback from these calls is immediately available to sales staff members so that they can react quickly to customer needs. As marketing director Sarah McVean says, "This is moving the needle in a big way in areas of customer retention, sales closing ratios and CSI scores." In order to continue its impressive growth, the dealership is aggressively seeking out high performing managers. "A key component of our long-term plans is to get the best of the best on our bench. Sustained growth depends on having the right people on the bus and beyond that, sitting in the right seat," McVean said. NO. 3 DEALER: ADAM SMITH'S TEXAS HARLEY-DAVIDSON, BEDFORD, TEXAS A 2013 Power 50 dealer, the dealership recently unveiled renderings for its new flagship store, and the Dallas-Fort Worth metroplex is in for quite a treat. The dealership will be entering on a performance high, with sales revenues up 37 per- cent year-over-year. New Harley-Davidson sales increased by 55 percent, pre-owned by 23 percent and F&I Per Unit Sold increased by 16 percent. Adding technicians and improving dispatch helped the service department grow by nearly 40 percent. It all added up to operating profits that increased by 235 percent in 2013 com- pared to 2012. In 2013, this dealer built upon its culture and business beliefs that Adam Smith brought to the store when he purchased it in 2011. With that keen focus, the dealership continued to push staff development, bringing in industry speakers, using online training programs and offering daily sales refresher courses. Events and promotions were also strong, with the staff striving to give customers a reason to buy every day. NO. 4 DEALER: NEW YORK MOTORCYCLE, QUEENS VILLAGE, N.Y. A newcomer to the Power 50, New York Motorcycle implemented a major overhaul of its inventory. Want to know how much stuff can be accumulated over 30 years? Ask these guys. The parts inventory led to a DMS update with an accurate count; bin locations were assigned for all parts, and a storage room was cleared and remodeled using funds from Pro Yamaha to build a new watercraft and ATV POWER 50 CONTINUED FROM COVER See Power 50, Page 11