Increasing Your Customer's Confidence

by Mike Smithey
Parts Manager, Iowa City Motorsports

As Motorcycle Industry Magazine’s contest winner, I recently had the opportunity to attend the California Superbike School. I, like too many of my customers, believed that I was not only one of the better riders I knew, but also one of the safer. I thought that if I was starting to get nervous about how deep I was in a curve, I must be pushing the limits of the motorcycle. I was of course wrong, it was not (and still isn’t) the limits of the motorcycle I was reaching, they were my own limits.

The first thing I learned once on the track was the feeling of safety that comes with being covered from head to toe with leather. Just knowing if something were to happen, that the leathers would wear away before my skin, gave me a much greater feeling of safety.

As for machines, we rode 1998 Kawasaki ZX-6R’s equipped with Dunlop D207’s which provided excellent stability and confidence in the corners. There may not be a great deal of customers willing to pay big bucks to put D207 race tires on their street machines, but for those who have developed a true appreciation for performance, the splurge will be worth it.

These areas are where the rider schools like Keith Code’s will help your parts department. I own some excellent riding gear, but as soon as I took one lap around the Streets of Willow Springs with a full suit on, I knew I had been missing something. A whole day of school and your customers will be making up a wish list that contains full leathers, riding boots, good gloves, and maybe even a 1998 Kawasaki ZX-6R (or a ZX-9R like the one ridden by an Riding Coach who passed me coming out of turn thirteen in a leaned over wheelie).

These benefits are all second to the fact that your customers will be safer and better riders who will stay in the sport. And that, in the long run, is what will make you money.

This article originally appeared in Motorcycle Industry Magazine. It is reprinted with their permission.