Retain Your P&A Customers - Richard Kimes - Episode 56

Parts & Accessory folks - Do you want to grow? Are you currently retaining all of your customers? Sadly, based on what I see when I visit or consult with many businesses, the answer is probably not a yes. So, if you are bleeding customers at any level, what is step one? I had Richard Kimes come on the dealership fiXit podcast to discuss just that. 

Although he is no longer with Helmet House, Richard's most recent role was as their Chief Marketing Officer & Director of Training until late last year. You probably know Helmet House as your main distribution source for Shoei & HJC helmets as well as Cortech, Tourmaster and many more solid accessory lines. I know that when I was at dealerships I relied on my Helmet House rep as my main go-to for helmet training. That was some years ago and I know there are other distributors doing great things now but, for me they were the hot ticket.  

Richard says that of ultimate importance is that there is belief at the GM/Ownership level, that more of the right training can help. Vital is what he calls Customer Handling Training where scenarios can be used to help staff understand consumer expectations, nuances of communication and (example) if you are better off to sell what you have on the shelf or skip the turn and order them something else instead. Interesting thing to have to decide on as standard operations have always been that roll what is on the floor. But when is that the wrong choice?

Having a background in advertising where he represented companies like Suzuki, General Motors and more seems to have helped Richard really understand what it takes to help move people toward the product or service you offer so please listen in for insights. I'm hoping these type of ideas can help dealerships like yours stop the bleeding, keep the "easy button" web sales away from your customers and set yourself up for a way to test and grow PG&A sales in the local market you serve. 

Richard's website here

Richard on LinkedIn here 

Dealership fiXit podcast exists to tap dealers into high performance ideas!

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I appreciate every listen and any/all feedback.

Brian Croft