Issue link: https://read.dmtmag.com/i/485263
8 • April 6, 2015 • Powersports Business NEWS www.PowersportsBusiness.com Salesman launches his own Facebook page to attract sales BY LIZ KEENER MANAGING EDITOR Though Kenny Enloe has sold more than 800 bikes in his first four years as a Harley- Davidson salesman, he's not one to live with status quo. Instead, Enloe has been pushing to increase his offseason sales with his own Facebook page. Enloe, an assistant sales manager at Cow- boy Harley-Davidson of Beaumont in Texas, launched his "Kenny at Cowboy Harley" Face- book business page in April 2014. "Our store has its own page, and the custom- ers are always wanting their photos posted after they buy a bike. I saw how many people were responding and commenting on the customers' photos on that page," Enloe said, explaining what led to him starting his own page. After nearly a year of managing the page and a few months of using Facebook ads, Enloe is seeing big returns on his efforts. He doesn't know exactly how many bikes he has sold as a direct result of having his own Face- book business page, but during one week in January, he was working on three deals that came from the site. "It's hard to do in the busy season, but in the slow season, it definitely helps," Enloe told Powersports Business. By late January, Enloe had accrued more than 1,040 likes on his Facebook page, but he decided he wanted more, so his message could reach potential customers all over the local area. He started using Facebook mobile ads, and in 48 hours, his likes jumped by nearly 50. By mid- March, his page had more than 1,460 likes. "It just went viral, that's why I've been so busy. My cell phone has not stopped going off," Enloe said in late January, two days after his first Facebook ad ran. Enloe spends $30 per day on Facebook advertising, targeting men ages 21-62 all over the Houston area; he specifically targets those in that demographic who are fans of Harley- Davidson, the Dallas Cowboys, the New Orleans Saints and the Texas Rangers. "Everybody that I know that rides a Harley is a football fan," he said. At $30 per day, his personal advertising costs add up to about $900 per month, but Enloe points out that he only needs to sell two mod- erately priced bikes or one big-dollar bike like a Screaming Eagle per month to cover those costs. Currently, he's posting a few times per week, though he admits that will slow down during peak season. Most frequently he posts photos of himself with his customers and their new bikes, but he also posts bikes for sale and information about local motorcycle events. "You post things that people buy — Road Glides, Street Glides, Screaming Eagles, nice used bikes. You post things that people like, and the interaction goes up," he said. Each of his posts from March 3-12 garnered at least two likes, with a few earning double- digit thumbs-up. A recent photo of a bike on Cowboy Harley-Davidson Beaumont's show- room floor had 88 likes, six customer com- ments and three shares. Enloe also posts his cell phone number within the page's About section and on posts with bikes for sale, so potential customers can contact him offline as well. "If you're not putting yourself out there in front of customers, they're not going to know you're there," he said about his Facebook page. Enloe's goal is to surpass Cowboy Harley- Davidson Beaumont's 5,550-plus fans. He also wants to show the salespeople at the dealership how having their own Facebook pages could pay off as his has. PSB Wanted: More customers in the offseason Above: In just under a year, assistant sales manager Kenny Enloe of Cowboy Harley-Davidson Beaumont in Texas has gained more than 1,460 Facebook likes on his "Kenny at Cowboy Harley" business page. Left: Photos of Kenny Enloe, his recent customers and their bikes are among the posts most frequently seen on the "Kenny at Cowboy Harley" Facebook page. New knee guard among top sellers for Parts Unlimited house brand BY LIZ KEENER MANAGING EDITOR Spring has a different meaning for moto- cross brands than it does for those in the on-road motorcycle segment. For motocross brands like Thor, spring is the end of their season, but it also represents a time to reflect on the season that was and to ramp up for the year to come. That was the message Thor was sharing at the Parts Unlim- ited/Drag Specialties Regional Showcases in February. "Gear sales are good," said Andrew Hursch, sales sup- port for Thor. "We've got some new products coming out. We released the Topo [graphic] in the Phase kit at the beginning of the season, so that's a nice, fresh look for a lot of the racers out there. Things are rolling on." At the Showcases in Atlanta and Arlington, Hursch and his col- leagues were most excited to show dealers the new spring-release Force XP Knee Guard, which replaces the former Force Knee Guard with better technology and a $99.95 price tag. It has a perforated Airprene chassis, extended thigh coverage, an impact- resistant polyethylene knee cap, a dual pivot system and an asymmetrical design for comfort and fit, and it has been well-received by dealers. "It's just a mandatory piece for many deal- ers, just as a hard part protection piece," Hur- sch told Powersports Business. "It's going to be a multi-year product, so dealers won't have to worry about it going out of style." Though the Force XP was the only new product Hursch had to show to dealers at the Regional Showcases, he talked to many dealers who have had a lot of success with some of Thor's other recent launches. "Dealers love the Blitz boot, which is our price point boot; they can't keep them on the shelves. So that's been definitely a star product this season," he said. "The Verge helmet continues to do well at kind of a unique price point, a premium helmet for $324.94. And our new Core line has been doing really well." Hursch reported that the Regional Showcases in Atlanta and Arlington were successful for Thor, as he got to connect with a lot of dealers, includ- ing many in Arlington that he had never seen at shows. Now Hursch and everyone else at Thor is looking forward to the August Parts Unlimited/ Drag Specialities National Vendor Showcase in Madison, Wis., where the brand will be high- lighting its 2016 product. "We have lots of good things. You're going to see some new colors on some different products that we haven't had color on before; that's about all I can say right now," he said. "There's going to be some things in the goggle scene that may be some updates there as well, so lots of new products. '16 is going to be a real good year for Thor." PSB Thor comes off hot season, looks forward to 2016 Spring has a different meaning for moto- cross brands than it does for those in the on-road motorcycle segment. For motocross brands like Thor, spring is the end of their season, but it also represents a time to reflect on the season that was and to ramp up ited/Drag Specialties Regional "Gear sales are good," said Andrew Hursch, sales sup- port for Thor. "We've got some new products coming out. We released the Topo [graphic] in the Phase kit at the beginning of the season, so that's a nice, fresh look for a lot of the racers out there. At the Showcases in Atlanta and sch told going to be a multi-year product, so dealers won't have to worry had to show to dealers at the Regional Showcases, he talked to many dealers who have had a lot of success with some of Thor's other recent launches. "Dealers love the Blitz boot, which is our price point boot; they can't keep them on the shelves. So that's been definitely a star product this season," he said. "The Verge helmet continues to do well at kind of a unique price point, a premium helmet for $324.94. And our new Core line has been doing really well." Hursch reported that the Regional Showcases in Atlanta and Arlington Thor's spring-release Force XP Knee Guard The Thor booth was a popular stop at the Parts Unlimited/Drag Specialties Regional Showcase in Atlanta on Feb. 22.