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Girly or Tom Boy: Who loves you?

Leslie Prevish, Founder -- Prevish Marketing
November 17, 2014

The first question in marketing to women is, “What type of woman are you targeting?” Segmentation by demographics is one way, but discovering her core personality is the best. One option is to evaluate where she sits on the “girly” vs. “tom boy” spectrum, or how much she leans tomorrow more... Read more »

Greeting the customer

Steve Lemco, Author — "Training and Hiring New Salespeople"
November 11, 2014

Before I start talking about some of the different fun ways to greet a customer, I remind the class of why the customer is there. Sure, they are interested in the idea of owning a new motorcycle. Either that, or they are out shopping for something they don’t want. It is very important to believe that... Read more »

A piece of the $9 billion PANK pie

Leslie Prevish, Founder — Prevish Marketing
October 30, 2014

Yes, I’m a PANK — Professional Aunt, No Kids. And like 76 percent of PANKS, I spend an average of $500 on kids I never birthed — nieces, nephews and rugrats of friends. How can you get a piece of the $9 billion pie that more than 23 million PANKs are spending each year, especially with the holiday... Read more »

How to be a great salesperson

Steve Lemco, Author — "Training and Hiring New Salespeople" & "Motorcycle Sales Made Easy"
October 21, 2014

A question every salesperson should ask all of their customers after they have picked out their desired model is, “Would you be happier if you had one?” Of course the customers are going to say yes 99 percent of the time. If salespeople understand what customers are saying, then they will realize... Read more »

7 Steps to success

Steve Lemco, Author — "Training and Hiring New Salespeople" & "Motorcycle Sales Made Easy"
September 17, 2014

In the 41 years that I have been in the sales game I have heard and read about many systematic steps in a sales procedure. They seem to vary from 6-10 steps. I grew up under a 7-step procedure and have been teaching it for the past 30 years. In the 1980s many motorcycle dealerships referred to it as... Read more »

$1 million cost of non-strategy

Leslie Prevish, Founder — Prevish Marketing
September 15, 2014

What is the cost of not having a clear marketing strategy, and how does it impact your business, whether you’re a brand or retailer? I’ve estimated costs here, but the goal of this article is to make you think about what it means to your bottom line. The common response I get when I ask brands or... Read more »

Grandparents and back-to-school buying

Leslie Prevish, Founder — Prevish Marketing
August 19, 2014

Sure, you know parents spend bucks on back-to-school items for their kids, but what about grandparents? An interesting article, “Boomer Grandparents Make Back-to-School Fashionable” cites a study that boomer grandparents spend more on back-to-school items than parents of school-age kids. I’ve seen... Read more »

Why is the customer there?

Steve Lemco, Author — "Training and Hiring New Salespeople" & "Motorcycle Sales Made Easy"
August 12, 2014

One of my favorite questions I have for the class is: Why are the customers there? They easily give the correct answer of “Because we have what they want.” Yes indeed, that is why they are there. I have never left home and drove some place to look at something I don’t want. I think that is true... Read more »

Selling electrics and hybrids to women

Leslie Prevish, Founder — Prevish Marketing
July 15, 2014

Recently, Harley-Davidson announced its “possible” entry into the electric moto-market, spurring a boatload of publicity about electric vehicles. Whether you have electric or hybrid motorcycles, ATVs, or boats in your showroom now, you most likely will in the future. Are you ready? Use these strategies... Read more »

The Wow Factor

Steve Lemco, Author — "Training and Hiring New Salespeople" & "Motorcycle Sales Made Easy"
July 9, 2014

I am positive I do not need to explain the term Wow Factor. It is so important for a salesperson to have, yet many times the inventory, coworkers, different departments and building are taken for granted and not used as a selling tool. Every morning when salespeople pull into the parking lot, they should... Read more »

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