lot of people think there’s nothing hard about sales. Someone walks into your store, you sell them something–simple, right? Actually, the two most difficult things about sales are getting people to come into your store in the first place, and then having the products they want to buy once they’re inside. The task gets tougher every year with new bikes coming out, new products on the market, and new trends in the V-twin market. And in 2008 it’s going to get even more challenging.
     Fortunately for Drag Specialties dealers, there are ways to turn what could be a tough year into one of the best yet, according to Jim Matchette, Drag Specialties’ National Sales Manager. “The industry is changing and it’s really important for dealers to carry the right product lines,” he says. “We saw the service end of our business–batteries, oil, filters–stay strong all summer, and we’re going to see that again early in spring. Dealers should stock up on fast-turnover parts, and encourage their customers to take a look at their brake pads, tires, and other consumables, and get them to bring their bikes in for a pre-season tune-up early to beat the rush in the spring.”
     The right product lines are important, too. “There are plenty of new products from Vance & Hines, Bub, RSD, Klock, Covington, and Battistini, among others. These are all solid, established product lines with new models and applications for ‘08, and they’re the ones to stock and sell.” Vance & Hines, for example, has a new line of black pipes with chrome accents; Bub is coming out with true duals and new 2-into-1 systems; Rinehart has new pipes on the way; Samson and Python both will introduce new products; and Bassani is now a Drag Specialties vendor.
     The bagger market gets healthier every year, and 2008 is shaping up to be the year of the bagger. That’s because more and more riders not only want to customize their bikes, they want to ride them, too, and not just across town, but across the country. “The future is in the hands of riders who want to customize the bikes they own right now,” Matchette says. “They want to build a bike they can use. Not only are bagger riders customizing their bikes, but guys with non-baggers are putting bagger parts on them.” That means bolt-on items will be big sellers. Footpegs, floorboards, levers, grips, lights, seats, and anything that can be installed easily will be hot in 2008.
     Drag Specialties is doing its best to make 2008 a banner year, starting with the opening of its new warehouse in Reno, Nevada. “This is probably the finest distribution facility of any kind anywhere in the country,” Matchette says. With six warehouses around the U.S., Drag Specialties offers faster service, more products in stock, and better fill than ever before.
     Another valuable resource are the Drag Specialties sales reps. “One very important thing dealers need to do to get ready for a good ‘08 season is to get the most they can from their Drag sales reps,” Matchette says. “Use the reps to understand the sales programs. Get to the shows to take advantage of the discounts.      Look at our monthly specials, because we’re changing them to facilitate the needs of the dealer for a certain time of the year.”
     Sales reps often have information that’s not in the printed literature, and can help dealers learn about new products, new programs, and monthly promotions. “The reps can help dealers qualify for the 3rd Annual Drag Specialties Dealer Ride in the Ozarks in June. They can tell the dealers about the Open House program, which has been a home-run program for us since its inception. For a specific buy-in, we’ll bring the Drag semi and all the bikes and kiosks and set them up in their parking lot.      Schedule the semi to coincide with an event at the dealership. When a customer wants to buy a product, the truck personnel direct him into the dealership to make the purchase. We can even coordinate the products in the truck with the inventory in the dealership to increase sales.”
     Speaking of inventory, Drag Specialties is increasing its branded lines, with new applications coming in batteries, cables, filters, seats, and more. The new FatBook comes out soon, as well as new brochures and flyers to help dealers get the word out. There’ll be a new crop of FatBook bikes, too, showcasing Drag Specialties product lines and showing customers how they can turn their own bikes into crowd pleasers.
     Don’t be fooled into thinking sales is simple. It takes work, sure, but Drag Specialties is here to help make 2008 the best year yet. As Jim Matchette says, “It’s going to be a good year for us and for dealers. It’s a joint effort between Drag and the dealer. We’re here to help them earn money–all they have to do is ask.”

This November hundreds of leading retailers from around the country came to see the new Reno warehouse and visit with the many top aftermarket manufacturers who were exhibiting at the show.	At the Reno Showcase Brenda Trumbo (left) shows off the new ICON helmets for 2008 to Ginger from Marquis Custom Cycles in Sacramento. Ginger looked like an ICON model in the outfit she wore to the show!
Drag Specialties is here to help make 2008 the best year yet!