Big Dog Motorcycles, the leading manufacturer of high performance, high-style motorcycles, just completed its annual dealer meeting in the company's hometown. Dealership owners and managers from its nationwide network gathered in Wichita to experience sales and customer service training, tour the company's 150,000 square-foot factory, including the 9-month old Dealer Support Center, hear about new marketing and retail programs, and - most importantly - see the 2009 line-up.
"This year, we had several key goals for our meeting," explained Sheldon Coleman, company founder and CEO. "We wanted to highlight our new models and programs, but more importantly, express our commitment to our dealers as we work together in this challenging economic environment and recognize the strength and resilience of the dealer body."
Coleman added, "Ultimately, our dealers left energized and
Here's a look at the 2009 Big Dog Bulldog, the first bagger built by the Wichita-based factory custom manufacturer.
optimistic. We know we have a powerful impact on one another and are committed to listening to their ideas, concerns, and suggestions as we look to the future."
The centers of attraction were the three all-new 2009 models, two of which have never been seen before: the 2009 Bulldog and 2009 Coyote. The 2009 Wolf was also on-hand, but was introduced earlier this year to dealers at the 2008 V-Twin Expo in Cincinnati and to consumers last month at the well-attended Sturgis Motorcycle Rally, held in Sturgis, SD.
All three models broaden Big Dog Motorcycles' line of motorcycles with fresh designs, a variety of targeted price points, and appeal to a wide spectrum of riders.
"We believe the innovation in our motorcycle design, from the new, exotic Wolf to the very nimble and approachable Coyote, as well as continually evolving and improving our dealer programs, are two important components of our continued success in the premium motorcycle niche," Coleman continued.
The 2009 Wolf debuted earlier this year at the Cincy V-Twin Expo. The Wolf is the first Big Dog motorcycle equipped with the environmentally-friendly 121 ci S&S X-Wedge engine.
The two-day event started with a Wednesday-evening welcome dinner and reception with the core of the meeting delivered on Thursday, September 11. Coleman shared the state of the company and business environment. Paul Hansen, Marketing Director and the company's sales representatives - Steve Gardner, Matt Moore, and Tim O'Laughlin - unveiled the 2009 Product Line. Doug Stuhlsatz, Vice President, Sales, Marketing, and Administration spoke about key dealer programs, followed by Hansen discussing marketing and dealer training. Shari Klapprott, Apparel Manager, unveiled the 2008-2009 clothing line and Chris Theobald, Accessories Manager, led a discussion on accessories development.
Dealers also had a chance to tour the Big Dog Motorcycles factory on Thursday afternoon with Friday, September 12, used for dealer training. In three individual breakout sessions, dealers learned about marketing and event planning; making service more profitable; and selling Big Dog Motorcycles bikes and supporting products.
Another highlight of the meeting was the annual awards ceremony. Ten awards were presented to dealers ranging from Sales Excellence, Customer Service Excellence, New Dealer Excellence, and Sales Growth.
The sleek-looking 2009 Big Dog Coyote also made its debut at BDM's recent dealer meeting.
"Maintaining high customer satisfaction and sales within a highly challenging economy and market environment is a tough task," commented Coleman. "These awards are an acknowledgement of several dealers' efforts and the great value they bring to Big Dog Motorcycles and their customers."
"It is important, however, that all dealers be applauded for their extraordinary commitment to Big Dog Motorcycles this past year. Their efforts have certainly helped us strengthen our position in the premium motorcycle niche," Coleman added.
The most coveted award, Dealer Excellence, was presented to Precision Bike Works in Erie, PA. The award, accepted by Rich Hornaman, was described by Stuhlsatz as, "the company's highest honor, awarded to the dealer that has succeeded in maintaining Big Dog Motorcycles' high standards in every area of sales and service."
"Rich is to be commended for his accomplishments in high customer satisfaction scores, excellent motorcycle sales, and his support of accessories, apparel, and the Big Dog Motorcycles lifestyle. He and his crew are very well-deserving of this award," Stuhlsatz added.
The awards dinner came to a rousing end with two more prizes: an all-inclusive trip for two to Mexico and an all-new 2008 Big Dog motorcycle. These two awards were drawn from hundreds of entries garnered from the company's 7-month long Sales Challenge retail contest. From February to August, dealer sales representatives received one contest entry for every Big Dog motorcycle they sold to a retail customer.
Matt Holman of Iron Lightning, Tulsa, OK, won the trip to Mexico. But the most surprised person of the evening was Daniel DelBosque, a sales representative for San Antonio-based Joe Harrison Motorsports. DelBosque won the 2008 motorcycle and was notified via an unexpected phone call from Coleman.
"Every dealer was applauding, cheering, and whistling in the background," described Hansen. "Recognizing the contributions of those who work first hand every day with customers in the dealerships was an exciting, energetic way to end a very successful dealer meeting."
* Look for a First Ride article on Big Dog's newest lineup in late October. 