NEWSLETTER

Try as I might, I cannot deliver the WHY like Sam can! If I could, I would Garage Testimonials shut the store down for a few days so everyone could experience the Sam Show firsthand! We will pass all of the learnings onto every single member on the Team! We thank you, our Team thanks you, and most of all, our Customers thank you, Sam! Chris Creed, Owner, Gateway Harley-Davidson/Buell Your sales intervention was excellent, refreshing content Passion and enthusiasm with a WHY! We completed DWP training two weeks ago and reviewed DISC last week, so the timing of having you here was perfect. CSI is a cultural goal we are trying hard to implement this year and what you delivered today, Im sure, will help us to succeed in accomplishing that. Scott King, Owner, Del Amo Motorsports

Issue No. 15 | May, 2013

Sam Dantzler

It was great to meet you, Sam. I enjoyed your visit greatly and thank you for making it fun. You are an amazing teacher and motivator. Paul Nadler, General Sales Manager, Lone Wolf Harley-Davidson As always, please continue to give us feedback on the website and suggestions for training topics we can address: sam@samspowersportsgarage.com

Welcome to the Family

Every psychology book out there will tell you that you feel comfortable surrounding yourself with people who are like you. To go outside that box is uncomfortable, but true salespeople know its required to be successful. With four common personalities out there (Promoter, Controller, Analyst, and Supporter), youve only got a 25% chance that the next customer coming through the door will be like you. When someone doesnt fit the mold, how quickly are they dismissed by your staff as just looking? The goal with the next person through the door SHOULD BE to enroll them into the Powersports family arms flung wide open to embrace them. Note that I didnt simply say, Sell them something. Im constantly amazed at how quickly customers are judged and dismissed in our industry. This week, I had the pleasure of having my good buddy and college roommate Matt come visit me for a few days on his

way back across the country. I promptly got the motorcycles ready for a beautiful Colorado ride through the mountains. After carving some turns, I felt like showing him the Little Bear Saloon. This is a tiny, yet very popular, biker bar where bands like Dave Matthews, Widespread Panic, and Tom Petty have graced the stage. Its historic, full of character, and would make a great break from the days riding. The problem

was that Matt and I were on two sportbikes (KTM RC8R and Triumph Speed Triple R) when we pulled up next to the rows of Harleys. A guy on a classic Norton Commando saddled up right next to us and we had a great parking lot chat. Walking ...continued p. 2

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into the establishment, its as if the band almost choked, as all heads turned to the two guys who obviously found their way into the wrong bar. Matt and I were the only ones there wearing armored jackets and full-face helmets (or any helmets). More importantly, we didnt have riding vests, bandanas, and gang logos tattooed on our arms. To pour salt on an already open wound, I went to the bar and ordered two Coca-Colas. Oh yeah, I did that. The woman at the bar was literally speechless, yet somehow got out the words, Uh um the Coke is out. Ill go check it. 20 minutes and 3 requests later, she hadnt checked it. While Matt took pictures of himself with his helmet on backwards, for obvious Facebook posts, I realized we simply were not going to be served at this facility. We didnt fit in, and the staff there prejudged us. What a shame as Matt and I had a pocket full of cash, were crazy-hungry, not to mention damn good Karaoke performers. I wont be returning there with any of my many riding buddies on any of our many rides into the Colorado Mountains. Not only did they lose our money that day, they lost all the money I would have brought to them in referrals and return business if only they would have looked beyond my sportbike and riding gear. We jumped back on the bikes, and I figured Id show him the very famous Red Rocks Amphitheater (think U2, Live at

Red Rocks). On our way out, a very heavyset, 50-something woman was standing next to her car with her daughter, son-in-law, and grandson. She had a cheap white t-shirt on, and the car was a rusted out old Honda civic, and it would have been quite easy to make judgments of our own. (I actually did People of Wal-Mart). She looked at Matt and said, Would you mind if I sat on that bike? Not wanting to pony-up my bike as he was borrowing it, Matt looked at me for answers. What the hell. Sure you can, I said. I really didnt think shed get that leg over the seat, but she did. And she was nice. And she really loves motorcycles. And she told us about her dream of owning a Triumph one day. Fonzie had one, ya know, she said. I did know. I love Fonzie. She was shocked at how comfortable the Speed Triple was, as well as impressed at how supportive the tank was on her abs. She was killing us! I referred her to two Denver Triumph dealers, as well as letting her know how affordable they can be. The expression on her face was very cool. In addition to the information, she was just pleased that someone actually took her seriously and she appreciated it. Were all guilty of prejudging. The biggest example lies in the customer question, How much is this one? Its easy to ...continued p. 3

What We Learned
Read the Instructions: People dont read the instructions. Im as guilty as the next. With a new fender

eliminator kit, Im the last one to tear into the instructions - until, that is, Ive screwed up the wiring and need to undo everything and begin again. Often, Ill be all ready to call Competition Werkes to tell them what they sent me is broken until I read the instructions and realize Im the one that screwed it up. Im sure your sign does say, Service is in back. Im sure the ad reads, Free T-Shirt to the first 20 people. And, Im certain that we have an F.A.Q. page that tells you how to reset your password and why you cant log on. But nobody reads those things. Go into it with a fresh perspective, start a trend in your life of being resourceful, attempt to find the solution sometimes, and then be patient with people because, after all, you didnt read the instructions either, did you?

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think that person is a price shopper, but consider this: our industry is intimidating. For the 97% who dont ride, its intimidating to walk in the door. Sons of Anarchy is intimidating. The image of the employees can be intimidating. The bikes themselves are technical marvels, so they too are intimidating. The only thing most people are accustomed to asking is about the price. Thats actually NOT intimidating, and if youve given them nothing else to get excited about, what do you expect them to ask? Uncle Ed used to say that an average salesperson vs. a good one was the difference in 2 bikes per month. Is it worth it? An extra 24 bikes per year, per salesperson is certainly worth taking time to listen to people and not prejudging them. Cut-rate sales clerks talk to people about stuff. Great sales people talk to people about people. Great sales people find a way to adapt to any personality walking through the door, engaging with the customer no matter their look, their style, or their perceived attitude. Take the salesperson litmus test. When you get on an elevator, do you push your floor and look down at your shoes? Or does it just kill you not to spark up a conversation with the person next to you? One of those reactions will serve you well in this industry. Welcome and invite the people walking through your door into the Powersports family weve got the room!

FAQs...
Question:
How do I add employees to my Dealership subscription?

Answer:

You can add your employees to your Dealership subscription by clicking on the link at the bottom of the Site Pricing page, which you can navigate to by clicking on the Site Pricing icon from the Open Garage page. The link reads, If you have already purchased a Membership and need to add employees... Please allow 24-48 hours for your employees to be added to your Dealership Subscription.

Sam Dantzler

Visit us online:

samspowersportsgarage.com

Wheres the Sam Show?

MAY 2013 1 Augusta, GA 2 Austin, TX 5-8 Chicago, IL 20-21 Atlanta, GA 23-24 Dallas, TX 30-31 Loveland, CO JUNE 2013 3-4 Denver, CO 10-11 Las Vegas, NV 18-19 New Orleans, LA 25-26 Houston, TX JULY 2013 9-10 Houma, LA 14-17 Redondo Beach, CA

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