| On my way back from an errand the other day I | | | | banner outside that said: "Learn to Ride: $199!" |
| passed by the Harley-Davidson dealership. | | | | What a great idea. They took the $20,000+ sale and |
| Harley-Davidson has marketing down to a science. | | | | turned it into $199 introduction. |
| Think about what vision pops to mind when you see | | | | Think about it. You are a 40 year old guy or gal |
| a Harley? For most, it’s a 40 something | | | | needing a change. Feeling the itch for the open road |
| accountant being able to "step outside his box". | | | | and the wind blowing through your hair. You love the |
| Leathers on, wind blowing through his hair and the | | | | idea of a motorcycle. Everyone, including your spouse |
| loud, unmistakable sound of a big hog speeding down | | | | and kids, thinks you are losing your mind and need to |
| the open road. It’s not about the bike – | | | | be committed to the nearest institution. After all |
| it’s about the experience. Now that’s | | | | $20,000+ is a lot of money if you are not even sure |
| marketing. | | | | you can ride a motorcycle. What if it turns out to not |
| The typical Harley-Davidson costs between $15k to | | | | be your thing? |
| 30k? Sound about right? Now that’s the same | | | | But….for a mere $199 you can get all your concerns |
| price as a vehicle but with one big difference. A car is | | | | answered. You can prove to yourself, and your wife, |
| a necessity. The bike is a luxury. It comes from the | | | | that you can ride. It’s a very small investment |
| disposable part of the person’s budget not the | | | | and if it doesn’t work out you can simply walk |
| fixed expenses. It falls into the same category as | | | | away. What a deal! "This is the answer", you say to |
| the diamond rings, campers, boats and vacation | | | | yourself. |
| homes. It’s purely for enjoyment. | | | | For Harley this is the best part: you are paying for |
| We hear a lot of whining and complaining from the | | | | their sales pitch. They know that, for most people, |
| car industry about the price of the product they are | | | | once they sit on the bike, that is it. The itch for the |
| selling. "It’s so hard to market a big ticket item". | | | | open road just becomes stronger. It’s merely a |
| "If only I had something less expensive to offer…" | | | | test drive and you’ve just paid for it. |
| Our answer to the dilemma – offer something | | | | So when the offer is made a few things happen: |
| that is either free or low-priced to go with the main | | | | 1. You become their customer |
| product you are selling. This does two things. 1. It | | | | 2. The thrill of the ride |
| builds your client list. Many people will come in for a | | | | 3. The sales pitch |
| free or low cost item. It grabs their attention. Not | | | | 4. The desire to not only buy a motorcycle, but buy |
| many things in life are free. 2. Once people spend | | | | a Harley-Davidson |
| money with you the first time they are more likely | | | | All great benefits for the dealership. |
| to do it again. You can focus more on the larger | | | | So how does this relate to you? Take from what |
| profit the second time. | | | | Harley has done. Try to think of something smaller |
| Harley does just this. Many advertisements go like | | | | you can offer to bring them in the door. Get that |
| this: "[Picture of the bike] Just $23,997!" | | | | first sale to make them a loyal customer. Think about |
| Some ads may have a little additional info like | | | | ways they can pay you for your sales pitch. |
| payment terms, financing ect… | | | | Understanding this tactic can make a big difference in |
| But this particular dealership I passed by had a huge | | | | your business. |