Dave Koshollek

It's been said that a rising tide floats all boats. This was true when customers' pockets were full of cash from refinancing their homes, and Orange County Choppers was a TV hit.

But in this market is the reverse true? Does a receding tide sink all boats? After observing shops around the country I'd say the answer is no. Some continue to grow by double digits.

Thunder Mountain Harley-Davidson builds business by sponsoring and hosting Thunder in the Rockies.

While many Harley-Davidson dealers reduced their '07 motorcycle shipment by taking advantage of the factory's 2007 Model Year Give Back Offer, progressive dealers like Daytona H-D and Thunder Mountain H-D were calling around the country in a desperate effort to buy bikes from overloaded dealers. Why? Because their sales were booming. What are those two dealerships doing that can be applied to all shops, large or small?

From my perspective these successful stores are following the rule of the Four D's. They differentiate their store from the competition. Each is a destination for riders, family and friends. The shops deploy staff and products to benefit every possible sale. And they deliver on their promises.

Dog not hog at Superstition H-D's Biker Pet Day event.

Differentiate your business from the competition to rise above the pack and get noticed. It's not realistic for small- to medium-sized shops to be a resource for all things to all riders, but you can specialize in two or three directions. If you haven't done this already, then start by reviewing what your store does well now and what you want to do more of in the future. With your efforts focused you can attract more of the customers you serve best. Consider the following areas of specialty.

• Maintain a good inventory of new bikes and offer F&I services to make motorcycle shopping a one-stop affair.
• Capture the used bike business in your area. Keep your service bays busy while removing used inventory from the private sector that could deflate sales prices.
• Offer a diverse inventory of parts and accessories and/or gear to take advantage of impulse buying, which experts say is influential in about 60 percent of sales.
• Operate a service department that gets the work done right the first time and moves customers in and out quickly. Run a quick-lube bay and offer pick-up and delivery.
• Focus on a particular customer segment such as the touring rider, chopper rider, female rider or new rider.
• Specialize in accessories and build show vehicles that advertise your expertise.
• Excel in motor performance and/or dyno tuning.
• Become known for suspension upgrades or metal fabrication or custom painting.