Lessons from Other Industries: St. Paul Harley-Davidson


Liz Hochstedler
April 12, 2013
Filed under Features, Top Stories

Editor’s Note: This is the fourth in a series of monthly articles on BoatingIndustry.com focusing on lessons from companies outside the marine industry. This month, we look at St. Paul Harley-Davidson, a Harley Davidson Dealership in the Twin Cities, and how they are connecting their entire dealership with the customer.

Make the service department the star for a day

The service department can be a key profit maker for any dealership, yet what goes on in that area can go unnoticed for far too many customers. That's why St. Paul Harley-Davidson in St. Paul, Minn., used a Saturday in January to highlight the department.

The "Backstage Pass to SPHD Service" allowed customers to see the new write-up area, visit with technicians, ask about potential projects and see custom jobs on display. Also on hand were representatives of Harley-Davidson and related aftermarket companies. The restaurant Rusty Taco handed out free food.

The event was an instant boon for the dealership, which saw a slew of customers through the day, even writing up 17 work orders.

“Absolutely,” is how Godwin responded when asked if the event was a success. “Especially if you break down the two objectives, from a relationship building standpoint, a huge success. Whether it’s sales, service or just friendship, trust is the first piece of it. Having the customers have the opportunity to talk with the guys and see when I hand the keys to my baby over, this is where it goes. It’s a nice clean professional shop and the guys know what they’re talking about. That was a huge success.”


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