Dealernews: Branding your business: use these simple steps to get the word out

In the days of the Old Wild West, cowboys and ranchers would put their brand on everything. As you rode into the ranch, a sign would tell you that you were entering the property of the XYZ Ranch. All of their livestock and supplies carried the brand.

Fast-forward: Vince McMahon of World Wrestling Entertainment emblazons the company's brand, "WWE," on everything. Each one of the talents is introduced as a "WWE superstar."

You need to do the same with your used bike business. Here are some simple tips for branding your dealership's "certified pre-owned" program so you achieve maximum visibility and sales.

* Remember to place your dealership's name and/or logo (with the "certified pre-owned" designation included) on the used bike's oil dipstick cap cover, or using the same artwork create an all-weather sticker to add on the swingarm, above the taillight or atop the headlamp.

Remember that branding is the last step in the used-bike-reconditioning process. Before rolling the vehicle onto the sales floor, the used bike manager should make sure that all servicing has been completed; he then should put the stickers on the bike. This exercise signals that the technician, the detail department, the service manager and finally the business manager have signed off on the bike. Branding in this manner becomes your dealership's stamp of approval.

* It is relatively simple to market everything with your dealership's name or logo. It's not just a used bike, remember, but an "XYZ-certified pre-owned motorcycle." This phrase enables you to convey pride in your business. So make sure to train your staff so they use the term "XYZ-certified pre-owned motorcycles" and not "used bikes" in conversation.

* Get some T-shirts that have the "certified pre-owned" bike emblem on the front. Every time you sell a pre-owned motorcycle, give the buyer a T-shirt. (Remember, you can do everything in selling a used bike that you can do selling a new one.)

If you believe your prospective customer is serious about buying a bike, but for whatever reason you can't close the sale, give him the T-shirt anyway. You are gambling in that you've handed out a free T-shirt without a sale coming together, but even then at least you're marketing your name. (And you always can say, "We usually don't give out a T-shirt before you've bought the bike, but I know you're going to buy it ... !")

* Another item riders appreciate is a customized kickstand pad. When they park their bike, make sure they're resting the jiffy stand on an "XYZ-certified pre-owned" pad. Come to think of it, make sure you use these pad under your display bikes.

* Develop and place a branded description card on each used vehicle--that's right, a card with "XYZ-certified pre-owned" graphics on it. There are two types of cards: a "tent" card that sits on the saddle, and a hanging tag that drops from the handlebars. Saddle cards are placed in the better position, because the rider will purposely look at the card before removing it so he or she can swing a leg over the bike. In either case, make sure both sides of each type of card are printed with your "certified pre-owned" logo.

* Most dealers already have branded motorcycle license plate frames and key fobs. But don't forget to make up some with your "certified pre-owned" business logo on them.

Jay Williams is the owner of Motorcycle Maxx, Ltd., in Wake Forest, North Carolina. You can e-mail him at motorcyclemaxx@msn.com.