lpinestars is continually pushing the boundaries of technical innovation. The brand is the first choice for professionals–both in the showroom and on the track–because all products are designed, developed, and tested for optimum performance.
     While Alpinestars’ products are market leaders, ensuring all their features and benefits return strong sales also demands preparation. As an Alpinestars dealer, it is vital that you remember the Alpinestars A-Tech principles of Present, Explain and Maintain in order to maximize your final sale value and to ensure the customer purchases the best product for their needs.

Make sure to properly present the products, so that your customers can clearly see their options.

Be sure to maintain your inventory so that the products your customers want are available to them.

     The range of products Alpinestars offers addresses those needs perfectly and in order to use that choice effectively, it is important to remember the principles of Top-Down Selling when engaging with a customer. Never assume anything about the customer and always start by presenting the premium product in the range. This will be the product that is the most advanced and the one boasting the most features. It will not always be the product that the customer will purchase but it sets the benchmark for what the customer should expect. It is easier to justify fewer features for a lower price than it is to justify more features for a higher price.
     Take the Tech-10 as an example. It is the leading boot in the motocross arena, packed full of new technology and performance features. Having presented those benefits, you can move to the Tech-8, which is also a high specification product, appealing to competent MX enthusiasts. Finally, you can present the Tech-7 and Tech-3, which offers a number of features seen in the Tech-10, defining it as a truly competitive price-point product.
     At all stages you should properly explain the product’s features and why they are beneficial in order to build a relationship with the customer. Take time to ensure they understand each feature, as a knowledgeable consumer is a confident consumer, which in turn will help you close the sale.

Here are the principles of Present, Explain and Maintain:

     Can your customers identify and understand the products you are displaying?

     A common mistake sales people make is to pre-judge or to assume that the customer doesn’t want the best. A salesperson may know what a customer needs, but rarely do they know what the customer actually wants before they listen to their needs. The result is that customers are often presented with entry-level product when they would have been happy to buy the best and may eventually feel as if they were shorted or under-presented by the dealer. In order to show respect and give the customer options, it’s always best to present products Top-Down. Present a brand’s best top-of-the-line product first.

     Does your customer receive helpful, informed guidance in making a buying decision?

     It is essential to explain to the customer how a product works. For example, MX boots: Riders control the bike with their feet, knees and hands. A rider would never consider riding moto in thick, heavy gloves. The same principal applies to boots; MX boots must provide optimum “feel” for rider control while still providing protection, support and comfort. Additionally, the popularity of the brand is an important selling point. If a customer has decided that they want to buy a particular brand, it’s difficult to change their mind. Alpinestars estimates that it has over 70% of the premium MX boot market, making it easier for you to concentrate on individual products, rather than brand selection.

     Will your customer’s size and color choice be available when the decision to buy is taken?

     The motorcycle dealer’s biggest competition is the different ways in which their customers are able to spend discretionary income: Starbucks, iPods, and cell phone service upgrades; our industry has to compete for discretionary income. Your target should not be to compete with another dealer, but to compete with Best Buy. To effectively do this, retailing must be at higher levels. The most common mistake is inventory fragmentation which means dealers accumulate mixed inventory, but not complete size and color-runs within each price point. For example: with MX boots, four sizes represent 79% of sales. But more times than not, a customer will decide to buy a boot, but the dealer is out of the customer’s size. The dealer usually has other models, just not the model the customer wants. Usually, the customer just leaves and goes elsewhere. It goes without saying, maintaining your inventory leads to greater customer satisfaction. Here’s an illustration of sales per size:

Size 9 = 16%
Size 10 = 25%
Size 11 = 24%
Size 12 = 14%

     With Alpinestars, a dealer can stock one brand of MX boots; the number-one brand. Alpinestars offers boots in every active price point, including Stella ladies MX boots. Dealers that commit to Alpinestars through the price points enjoy strong turns and strong aggregate profit margins. Through Parts Unlimited, delivery is usually just a day away. This means that inventory is easy to maintain, ensuring you maximize your sales potential and gross profit. So call your rep and stock up today…your customers are waiting!