Big Twin Dealer, November 1st, 2006
This month I want to talk about the "business" part of the motorcycle business. Even though most of us are having a great time in this industry, there are always things we need to be aware of as business men and women. One thing I think we all need to focus on is building a positive image for ourselves.
Whether you realize it or not, you and your shop have an image. You may not try to have one, but you do. Think of it like this: What's the first thing that comes to the customer's mind when he hears your shop's name? Hopefully it's something like: "Great service department, lots of cool parts, friendly people."
Here's what you better hope they aren't thinking: "Can't get waited on; always out of stock; service department sucks."
Instead of waiting for the customer to pin an image on you, why don't you build your own image? That's one of the things that I have worked hard on, and here are some things I think we should all keep in mind while we work on it.
It's About You
Every decision you make, professional or personal, reflects back on your image and your company. This can be good or it can be disastrous.
You must build a good name to be successful. If you, the owner, are perceived to be a badass party boy, will people take you seriously enough to spend their hard-earned money with you? Some might, but others will look elsewhere.
With the popularity of bikes right now, we must be careful how we conduct ourselves and our business. Lots of people in our industry are like rock stars now. That's cool. Hell, most of them deserve it. But when you're a rock star, more people are watching you and hoping that you fail. Everything you do is scrutinized. It means that your business life and personal life become intertwined and you have to work harder than ever to uphold a positive image.
A Few Examples
I try very hard to portray a "Good Ole Boy, "Lucky Chump From Texas" image. I want my image to be very close to the way I really am. I want people to know that I'm a family man, that I work every day, eight days a week, and that I have not called in sick in 31 years. I want my customer and fan base to know that I am no different or no better than they are; I just happen to be in the motorcycle business. I want them to know that I truly believe that I'm lucky.
We are all blessed to be working in an industry that so many people are passionate about. We have worked hard to change the old biker stereotype, and it's going our direction.
For the best example of someone who has built a perfect image in the motorcycle world, you need look no further than Arlen Ness. Arlen is as close to a god as we have in our industry. When people think of Arlen Ness they think, "first-class guy, great company, awesome parts line, very innovative, leader of the motorcycle industry." These are things we should all strive for.
Arlen's son Cory is also a great example of an industry leader. He's carrying on the tradition his dad started. This means that their company will be prosperous for many years to come. We can all learn a lesson from these two giants.
Watch Whom You Hire
Just as the Ness family does, it's crucial to surround yourself with people who help support a positive image. Every person who works for you reflects on your image and your brand. For instance, if you hire a parts person who's an idiot, then your company will be perceived as full of idiots. Or if one of your service techs has a miscue on a bike, then the word will get out that your service department is lousy.
So how can you and make sure that nobody ever screws up? You can't, but you can try to hire the best people possible and hire those who believe in your company and share the same values as you. You'll find lots of people who are just looking for a paycheck. Let them look elsewhere. You need passionate people. They are few and far between, but keep looking. They are out there.
Be Passionate
Your image also extends through you to your customers. I'm no big shot, but I know how to treat people. I think we, as shop owners, must be accessible to the general public. Whether you know it or not, people look up to shop owners. They envy us, and some of the young people want to emulate us. It doesn't matter if you have been on TV or you just own the local chopper shop, people are looking up to you. They see the way you conduct yourself in public, at rallies and at motorcycle shows. As a dealer, you have a responsibility to put your best foot forward. If you're nice to people, they'll remember it. If you're not nice, they'll remember that as well.
Does that mean that we all have to be choir boys? Hell no, far from it. We all know that bikes represent independence. Be true to yourself. Most of us love this industry. The people who are just in it for the money won't last. The market is getting tighter, and lots of shops are going away. Be smart and build a brand that shows your passion for the industry.
The bottom line is, build your image/brand and work your ass off to protect it. Know that there will be rainy days and prepare for them. And never lose the passion. Have some fun and don't take yourself too seriously.
Rick Fairless is the star of his own TV series, Texas Hardtails, and the owner of Rick Fairless' Strokers Dallas.
