When I was the North American Training Manager for Ducati North America, the data from the factory said that the average Ducati owner would have eight (8) Ducatis in a lifetime. From a dealer perspective, let’s break that down. To make it easy, let’s say you make $3,000.00 per unit in Sales.
Eight times $3,000.00 is 24K (GP – gross profit). If the customer never returns for parts or service, that is the max you will get, and I am being pretty darn generous. Face facts. If they never return for parts or service… you aren’t getting to bike three or four.
Now, let’s factor in 2 maintenance visits, a warranty service, and a recall for each bike. What does that do to your LTV? In a premium European brand, LTV could jump to $75,000 or even 6-figures in Gross Profit. Have you priced a performance exhaust with installation on a Ducati V4 yet?
This course is about retaining the customer through the sales process and transitioning to Service. NOTE – our Fixed Operations core curriculum also teaches best practices to maintain customer relationships, but this course is specifically designed to address the major causes of Customer Defection.
