CONTENTS

FOREWORD

CHAPTER 1 – EVALUATE YOUR STORE
A quantifiable self test lets you evaluate 17 facets of your store. Know what you need to change.

CHAPTER 2 – THE MALLS
They've set the standards. Should you follow? What has today's shopper come to expect?

CHAPTER 3 – THE YELLOW PAGES
They are a valuable tool if properly used. What should yours include?

CHAPTER 4 – FOLLOW-UP
Do it right and increase your sales by as much as one third.

CHAPTER 5 – THE GREETING
"You'll never get a second chance to make the first impression." Learn how to make those first few moments set the stage for you.

CHAPTER 6 – SELECTING A WAREHOUSE DISTRIBUTOR
How to judge and select a good one. Prices aren't the only consideration. The Distributor’s rep is infinitely more important. The formula shows why.

CHAPTER 7 – BUYING
How to, because learning how to buy is as important as knowing how to sell.

CHAPTER 8 – STEPS TO A SALE: “THE MAST”
Back to sales basics. Four easy-to-remember steps for more sales.

CHAPTER 9 – TRICKS
These "do-it-now" programs other industries have been using for years build floor traffic. Should you use them?

CHAPTER 10 – THE RIP-OFF
Are you doing it? If it doesn't seem honest don't do it.

CHAPTER 11 – STICKER SHOCK
How to reduce or even avoid it.

CHAPTER 12 – HOW TO VUE THE CUSTOMER
Strange spelling of a unique sales technique. Learn how to use this valuable tool for turning customers into buyers.

CHAPTER 13 – THE P.O. FACTOR
Getting customers into your store is expensive. Learn how to minimize sales losses by solving real or imagined problems.

CHAPTERS 14 – TAKE IT IN TRADE
Learn how to develop this valuable source of income. Take anything of value in trade and increase your profits.

CHAPTER 15 – THE FOUR SEASONS
More than just Vivaldi, each season offers a unique sales opportunity.

CHAPTER 16 – SELF-SERVICE
Should motorcycle and accessory stores rely on it? Mass merchandisers do.

CHAPTER 17 – THE WORLD'S WORST SALESMAN
Don't try to beat him at his own game.

CHAPTER 18 – THE ENTREPRENEUR
The rugged individualist's greatest challenge comes from growth. How to service phase two.

CHAPTER 19 – THE PROFESSIONAL
One out of 20 is a pro. How you can become that one.

CHAPTER 20 – THE MEETING
How to have a meeting for people who hate them.

CHAPTER 21 – BUILDING AN "ABCD" TEAM
Getting the most from employees and employers.

CHAPTER 22 – CHANGING TIMES
The customer is changing the way manufacturers and dealers need to think.

CHAPTER 23 – DIVERSIFY OR DIE?
The OEMs have. Should you?

CHAPTER 24 – ACTIVITY AND INVOLVEMENT
The key to success in a buyers market.

CHAPTER 25 – SECURITY & CROOKS
Is it all just an illusion? How to reduce thefts and protect your investment.

CHAPTER 26 – COMMUNICATIONS HIT RATE
Words account for 10 percent of communications. Increase your profitability – learn to use the other 90 percent.

CHAPTER 27 – OVERCOMING "NO"
Learn how to avoid the "can't-dos."

CHAPTER 28 – PLAIN ENGLISH
You may not be speaking it in your store. Learn to, or be prepared to teach your customers motorcyclese.

CHAPTER 29 – THE SILENT MARKET
A major tool of the mass merchandiser. Learn how to break the silence and increase sales.

CHAPTER 30 – PSYCHOGRAPHICS
There's profit in mapping the mind of your customer. Discover how lifestyles and values are more important than demographics.

CHAPTER 31 – YOUR WEB SITE
The Web is essential today. Does yours make the grade? And are you making customers aware of it?

CHAPTER 32 – THE CHANGING CONSUMER
Today’s consumers look different – older and younger, female and male. Understand how to appeal to them.

CHAPTER 33 – YOUR DMS
Most dealerships today have DMS systems and other technology. Are you using yours to the fullest?

CHAPTER 34 – SERVICE DEPARTMENTS
Service Departments used to be necessary evils. If managed properly, they can be profit centers.

CHAPTER 35 – DEALERSHIP CONSOLIDATION
Learn what the dealership consolidation trend means to you.

CHAPTER 36 – THE NEW COMPETITION
Competition is coming in many different disguises today. Crossover lawn and garden outlets, auto parts stores, and big box retailers are entering territory once reserved for dealers.

CHAPTER 37 – E-POWER
Email is a powerful tool. Are you leveraging it to the fullest?

CHAPTER 38 – GO WEST, THEY SAID
China is coming to western markets. Learn how to profit from it.

CHAPTER 39 – THE POWER OF 20
20 Groups and how to get value from them.

CHAPTER 40 – USED VS. NEW
How the market in used bikes can be the ticket to growth.

FINAL THOUGHTS