Stopping at or local BMW dealer yesterday, motorcycle not car, I found
almost every bike on the floor had been discounted, some as much as $2500! Now
you never see a BMW discounted, and talking with a reluctant owner, he admitted
they were in store sales, but would not admit sales were slow. He may be the
only store that isn’t...as visiting two Triumph, two Harley, one Indian, two
metric, and a few others, they are all complaining that sales are down, way
down. Harley Davidson offering free financing, some $3000 discounts, and even
has some 2016 models left as the 2018’s are introduced this week. A Triumph
dealer had every bike on the floor discounted $1100, his mark up per the
factory, even Indian offering $1000 discounts. On new bikes! Even the stores
with Victory’s left are selling them for almost half price, and it is hard to
find a store not offering favorable financing. My credit union even offers
3.99%, but no one is buying. Weird, but why? The products are great, I believe
this will be a Golden Age for motorcycling when we look back, financing is
great, I remember 25% when I was young, and glad if we could get it.
Performance is great, many new electronic goodies, longer warranties, some with
no mileage limit. So who’s buying, better yet, who isn’t?
Maybe a conversation with a dealer explains it, the Millenials. He claimed
he could only get 3% of them financed, the sales process taking longer, as they
procrastinate on making a decision, and when they do, they have no down, no
credit, and many times just making ends meet. Rent takes up most of their take
home pay. Which may help explain why the average age of a motorcyclist gets
higher every year, and few new riders are joining in. They want to, they just
cannot afford it. So dealers cut profits, Harley dealers make $2500-6000 on
each new bike sold, it explains the goodwill of free hot dogs every Saturday.
The metric dealer makes a lot less, maybe $300-1000 on each one sold at retail,
but who pays retail except the Harley customer a few months back. Or BMW
owners? If only I had the money for some of the deals I see...but then again
maybe not.
Marketing plans are made, implemented, and fingers crossed that they made
the right decisions. Programs developed, demo rides offered, rebates offered,
and free in store credit offered. All the right marketing moves are made, or
looked so on paper, but has anyone asked the rider what he wants? What can he
afford, what is he willing to pay for? Not everyone can write a check for
$20,000. Even discounted BMW prices were scary high. Not everyone can make the
payments, and not everyone can qualify. So more meetings, more promo, more
discounts, but not more sales. But we all still want to ride!
Years ago I saw an old story come true. A pastor who needed to build his
church, with pressure from his home office, decided to buy a bus to go out and
bring new people in. He told the church it was their job to get new people to
church, he called it evangelism, and he had done his part, now you do yours. So
out they went, and the first week a few new ones, the same the next week, then
it dropped to nothing. And the pastor got mad, he was embarrassed as he bragged
on what he was going to do, and didn’t. So he blamed his parishioners. Telling
them they failed him and failed God by not filling the buses as he had
promised. And the numbers in his church fell, faster than he had planned to
fill it. His marketing plan wasn’t God’s plan, it definitely wasn’t their plan,
and they left. If only this so called pastor had read the Bible he taught from
he would have seen “that unless God builds the church, they labor in vain.” I
get many ads, flyers, and invites to go to churches. From kid’s programs, to
senior programs, to contemporary services, to Saturday night times, religion is
trying all it can to see people in church, and the numbers are declining. So
more programs, procedures, and processes, but the same result. They send
missionaries overseas, but not next door, across the street, or even into the
hood. Where Jesus spent most of his time ministering. He never invited people
to church, he was the church, and we are too, not a building or campus, not a
storefront, but the people. People seeking something, needing the someone of
Jesus Christ, but getting entertainment instead, or at least the offer. With
church growth based on the attendance and the offering, instead of spiritual
growth. We built the building and they didn’t come, seems it was more important
than the ones they hoped to fill it.
But unlike motorcycle dealers, we have the holy spirit to guide. And like
mega churches, these mega dealers have a high overhead they must meet, and many
are not willing to be just a face in the crowd any longer. So small groups,
home fellowships, and other studies are growing in popularity. They want more
Jesus, and won’t settle for church rhetoric anymore. So as church attendance is
falling, those of us under the radar in none religion based fellowship are
prospering. Us, the people, in my group we are seeing lives changed by God,
people being saved or recommitting their lives, and reaching out to others in
love. All without a budget, no marketing plans, and no buses. We are spirit
driven, just messengers of the gospel, just like 2000 years ago, and when we
operate in the spirit, we see God alive in lives, when we don’t, we suffer.
God’s will, not ours. Maybe gong back to when a dealer wasn’t a mega, didn’t
fill a warehouse, or sell 200 bikes a month to break even. When you paid for
your marketing by being out riding, rather than from a corporate entity who
doesn’t ride. A popular church topic for years is what are we going to do with
the next generation? What are you doing with us now? If you cannot take care
of us what makes you think there will be another generation?
Souls aren’t sales figures, we are not units, but living, breathing people
in need of a savior. Dear Pastor, please remember this. We are more than an
offering plate, more than an attendance to brag on. No more marketing, we want
Jesus and all we can get of him. Get in the way of the spirit or get out of his
way. Jesus went out to the people, and didn’t hide behind a pulpit. His
program was love, his means was the holy spirit. Stop, why would you want to go
to your church? Maybe there is a reason many of us would rather be riding
thinking about God, than in church thinking about riding. Ask yourself why some
can teach for 15 minutes and people rush to Jesus, and why you talk for an hour
and people rush for the doors? Unless Jesus is your church leader, and builder,
you labor in vain. Quit bragging on the 99 inside and go after the one left
behind. Jesus did, and built a church based on it. The challenge is
yours...
Long ago it was word of mouth that filled bike shops with new customers.
We were the marketing plan, we still are. Re-examine your marketing plans, and
change as needed. People not profits, the profits will come if the people do
first. We all want to ride, we just cannot afford to any more. Consider that
the next time I walk in your shop. Listen to my needs, and then cater to them.
Riding is personal, so is Jesus. I have an abundance of both, I am blessed. It
used to be about the ride, and Jesus. Or you can always take the bus....
love with compassion,
Mike
matthew25biker.blogspot.com