Today on Kain & Co., host David Kain, President of Kain Automotive, sits down with Gary Bang, Vice President and Dealer Partner for Ferman Auto Group’s motorcycle division. Bang currently oversees four Harley-Davidson stores with a fifth store under construction.
Over the years, Bang has been devoted to developing positive dealership culture at every one of his stores. Harley-Davidsons are not simply transportation vehicles, they represent a lifestyle and culture that is entirely their own. However, due to the COVID-19 pandemic, Bang says more customers, who were traditional car owners in the past, became interested in the freedom that motorcycle ownership offers.
It was crucial for Bang and his employees to create a positive dealership culture to serve both their repeat customers and new clientele. In fact, all of his Harley-Davidson stores have a Golden Book that details the shared vision for positive culture.
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These books are used in the car dealerships at Ferman as well. The book is a practical guide for things like addressing guests appropriately, making sure they have a good time, and generating the most profit possible.
A big lesson that auto dealers can learn from Bang’s approach to positive dealership culture, is to celebrate transactions with the customer. Purchasing a new vehicle should be an exciting event. Sharing that enthusiasm with the guest creates an experience that can’t be forgotten.
Recordings of these celebrations are also posted to Ferman’s social media accounts as well. Collectively, the stores’ YouTube channel has garnered 15 million views and over 1 million hours of video viewed since 2009. Bang realized that if he were to pay for this level of engagement, it would cost the division roughly $220,00 per year. Bang adds that his stores utilize event marketing frequently as well. These events not only bring guests in, but keep them coming back over and over again.
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