It doesn’t often occur to dealers, but beyond your bikes, parts, service and
accessories, you’re also in the business of promoting riding. Consumers have plenty of options for recreation and transportation, so why should they choose motorcycling, and what can you do to encourage that choice? 

When I’m in shops that have a personality (and sadly, many don’t), it’s usually a badass,
adventurer, or racer vibe. But those aren’t necessarily attractive to new riders.
Newcomers are looking for:

1. A warm welcome
2. A conversation
3. Engagement
4. An education

A Warm Welcome - Most shops can manage this, although I’ve been in plenty
that couldn’t because they were understaffed or indifferent. Your team shouldn’t be
trying to show the customer how hip, tough, busy, or experienced they are; they
should be showing the customer that they appreciate the visit and are there to
help. Shoot for greeting a customer within 30 seconds of their entering the shop.

A Conversation - Newcomers usually have questions about riding and bikes, but
your team has to make the first move. I’ve always found it much easier to strike up
a conversation with a question. Statements like, “Let me know if you have any questions.” are an invitation forthem to browse and stay quiet. It’s better if your rep asks, “What brings you in
today?” or “How can I help?” becauser they beg for an answer and start a conversation.
 

Engagement - All customers want to feel they’re in a shop that understands them, staffed with people they would want to hang out with. This is especially important with newcomers. So, rather than just being passive sources of generic information, encourage your team to listen closely and to share an experience or two that tailors generic information to experiences the customer has had or would like to have.

For example, if a new rider has a specific bike in mind, your team should share a bit
of their own experience with that bike or a similar model, pointing out key features
and benefits along the way. Talk about ergonomics, weight, servicing and other
things that don’t necessarily come to mind for the customer.

An Education - New customers are there to learn, so teach, don’t sell. Many new customers have done some research (I can’t tell you how many times I’ve visited a shop knowing more about the model I’m looking at than the salesperson showing it.) Without talking down to the customer, pass on key information and impressions so they leave with a feeling that they’ve learned from someone who understands them and is eager to help.

Along with pointing out the assets of the bike on your floor, your salesperson should also offer comparative info related to other bikes or brands you don’t carry. That shows integrity. You want your product to win a competitive comparison, but you can be honest and point to some features that might be better on a competitive bike. This builds trust. 

Sales reps are too often focused on making the sale, rather than on starting a long-term relationship.  If they focus on the latter, they'll probably make a sale and a repeat customer.