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Aiming at a fast moving target

Steve Shankin, Founder/President/CEO — Seizmik and Vialink
March 28, 2013

I get pretty frustrated at the lack of good information available in this industry. I’ve looked at all the new unit sales data from a number of different resources — and in my opinion none of it is complete. Lots of organizations attempt to capture real data, but it’s a mind blowingly difficult... Read more »

Boost your floor plan, boost your branding, boost your sales

Jennifer Robison, National Retail Specialist — Tucker Rocky Distributing
March 19, 2013

The function of visual merchandising is to influence customer behavior. Visual merchandising uses floor planning of the traffic flow, lighting, branding and displays to lead customers all the way through the showroom. You need all your merchandising elements working together to sell more product. How... Read more »

Are you appealing to the right niche markets?

Steve Shankin, Founder/President/CEO — Seizmik and Vialink
February 26, 2013

Everyone knows that I’m in the business of making accessories for UTVs. We work with a number of companies, not just on their OEM accessories but on the actual vehicle design as well. It’s pretty fascinating to see how the UTV market has evolved, grown, fragmented and specialized in the last five... Read more »

Start your end (cap)

Jennifer Robison, National Retail Specialist — Tucker Rocky Distributing
February 21, 2013

Last month I mentioned that taking action by exploring your due diligence was one of the most thoughtful things you can do to determine what to stock, how much, when, and what amount of space should be dedicated to brands, categories and products. You and your staff, with this information about your... Read more »

7 ways to plan your 2013 season P&A strategy

Jennifer Robison, National Retail Specialist - Tucker Rocky Distributing
January 17, 2013

We are on the dawn of our 2013 selling season. In less than a month we’ll be in February, the official unofficial start of the street motorcycle business in most regions. Some of you may not think that, but the first warm sunny couple of days in late January through February, and the game is on! Why?... Read more »

Profit driven strategic merchandising: What will you do for 2013?

Jennifer Robison, National Retail Specialist —Tucker Rocky Distributing
December 26, 2012

I get many dealers contacting me with an interest in improving their stores’ visual merchandising. These dealers may feel that their showrooms lack a spark to initiate frequent sales. For sure, a store’s physical appearance is key. Customers sense the space, and if it’s not attractive and laid... Read more »

Check your perceptions

Steve Shankin, Founder/President/CEO - Seizmik and Vialink
December 20, 2012

Perception is reality. It’s simple, and it’s fundamentally true — on a case-by-case basis. If you’re my customer, and if you believe that my products are great, then for all intents and purposes, they are. And if you think they’re terrible, then they are. If your customer thinks you provide... Read more »

The only purpose of customer service

Tim Calhoun, Executive Vice President - LeoVince USA
December 6, 2012

It is my belief that customer service is absolutely what differentiates bad companies, good companies and great companies over the long run. When customers contact your customer service department, they are reaching out to you and offering you a chance to either create or change the way they feel about... Read more »

What exactly are you selling?

Steve Shankin, Founder/President/CEO - Seizmik and Vialink
November 19, 2012

It’s sure as heck not vehicles. You’re selling fun, adrenalin, freedom — or some other emotion or experience. Your customers don’t have a burning passion for owning a motorcycle, ATV, UTV, or whatever. They have a burning passion for riding, feeling the wind in their face, or the thrill of acceleration.... Read more »

My favorite products to make merchandising easy

Jennifer Robison, National Retail Specialist - Tucker Rocky Distributing
October 25, 2012

The following are my favorite products to make merchandising easy: Mounting materials  One of the challenges to merchandising projects is installing and updating graphics and printed branded marketing materials in stores. Banners and posters are too often taped to walls and fixtures; they are generally... Read more »

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