There is No 201

Sam, great presentation! High

energy, inspiring, informative,
enlightening! So looking forward
to getting info and infusing our
sta! Thanks for your energy and passion! Kricket Jackson Partner,
Woodstock Harley-Davidson, Woodstock, Illinois
Thank you so VERY much! Really enjoyed the (online) classes and
learned a ton! Linda Wheeler, Buckeye Harley-Davidson, Dayton, Ohio
Hello, Sam! Motorclothes has implemented the Scoreboard and it is
working in our favor thus far. I see this working magic here as I can al-
ready see it lighting a re under their butts. Thanks for all the training! Natalie Goe
Motorclothes Manager/Marketing, Goe Harley-Davidson/Kawasaki/Buell
As always, please continue to give us feedback on the website and suggestions for training topics we
can address: sam@samspowersportsgarage.com
Sam Dantzler
Prior to his passing, Ed (Lemco) had a chat with me about
three types of composite reviews (20-Clubs). To summarize:
If were talking about your people, thats a bad review.
Nobody wants to waste everyones time talking about your
Parts Manager who wont do the job, or talking about how
you wont cut him loose. Nobody gleans value from that
discussion.
A good composite review is when were talking about your
systems. The implication here is that the right people are
in place, which allows us to talk about rening the engine
of your dealership the systems. Rening your systems
allows for others to oer advice, and you leave having
added and collected great value.
And if you have the right people complimenting the right
systems, youve opened yourself up for a conversation
about new thinking (marketing strategies, new pay plans,
etc.). When we get to talk about new thinking, everyone in
the room gleans value. Ive always referred to that chat as
the 101, 201, and 301 of dealership success.
In a recent conversation with an employee who sat through
my In-Dealership, 1-day training on several separate occa-
sions, he asked me for something that caught me o guard.
He said he was ready for the 201 training. At rst, I thought he
meant the management and tracking stu that I rarely train
on with front-line sta. But then, he claried that he was talk-
ing about the basic sales process with the customer. I must
admit, I got a little pissed o. Did he think I was purposely
holding back some secret step to the strategy in order to get
rebooked in-house? And if he had that thought, who else did
as well?
Going back to my levels of dealership success, I had to ask
where training lived. The reality is that the best practices
(whether you get them from an in-house trainer, online test-
ing website, or from the school of hard knocks) are indeed the
101 of it all. But the 201 isnt some enlightened level of content
and insight. The 201 is the IMPLEMENTATION of the 101. You
NEWSLETTER
Issue No. 14 | April, 2013
- 1 -
Garage Testimonials
...continued p. 2
see, just because you know the 101 doesnt mean its happen-
ing. 201 is practicing and perfecting the 101 steps. Want to test
that theory? Ask any employee what he/she is supposed to say
and not say over the phone to a customer, then mystery call
your own dealership. Believe me now?
You must never forget that only 3% of the population par-
ticipates in this
lifestyle of ours,
and nobody
bought a bike
because it was
the logical thing
to do. The other
97% of America
has a million
reasons why
your motorcycle
purchase was a
bad one. Emo-
tion will always trump logic if given a chance, and it MUST be
given a chance. Emotion trumps logic at Disney World, be-
cause Disney does a damn good job pulling out the emotion
from the guest. Emotion trumps logic at the bar, because the
bar (through music, dancers, the band, etc.) does a damn good
job pulling it out of the bar ies. Do you do a damn good job
evoking the emotion from your customer?
Ive spoken on many occasions about the hardest part of
your job and that it isnt the mechanics of your position; its
the repetitiveness of it. Doing it again and again and again
and againWant-based retailing is a show, a performance. It
should be sincere, but a show none-the-less. A performance
requires an actor, which is why Disney calls their employees
Cast Members and not employees. How about you? Are you
a cast member or an employee? If youre coming to work ev-
ery day, bouncing o the walls to get the opportunity to work
in this industry, it will show. The customer will want to be part
of that (this) lifestyle; emotion will take over where logic often
argues and that customer will nd his/her piece of happiness
in a two-wheeled dream machine.
The toughest thing I see dealers struggle with after a 20-
Club meeting, is implementing what they just learned they
should do. So again, just knowing the system doesnt mean
youre implementing it thats the 201. Implement. Practice.
Repeat. Perfect.
And if, by some act of God, you can implement all of the
systems you know you should have going in your store, then
you can begin to focus on all the spinning plates. Picture an
old-time circus performer (oh yeah, I pulled circus into this
Newsletter) who spins plates atop very high sticks. When you
get that next plate up and spinning, the rst is ready to crash
to the oor. The ability to keep all the plates spinning while
constantly inspecting what you expect from your sta thats
the 301.
101 = Best Practices
201 = Implementation of the 101
301 = Autopilot of the 201
If you can go to the wall with every customer, giving them
the best You that can be given, the chips will fall where they
- 2 -
...continued p. 3
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What We Learned
- 3 -
APRIL 2013
1-2 Boston, MA
3-4 Kansas City, KS
8 Los Angeles, CA
15-16 Spokane, WA
MAY 2013
5-8 Chicago, IL
20-21 Atlanta, GA
23-24 Dallas, TX
30-31 Loveland, CO
JUNE 2013
3-4 Denver, CO
10-11 Las Vegas, NV
18-19 Alexandria, LA
Visit us online:
samspowersportsgarage.com
Wheres the Sam Show?
will fall. Punch out, go home for the day, and feel good know-
ing that you did all you could do. Tomorrow demands the
same performance.
Sam Dantzler
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