The smart play, I believe, while we ponder that question, is to invest in relationships. Alvandi, Harrison, Tsujikawa and I are doing so, and it’s certainly showing up on the showroom floor. Moto Corsa just added their fourth female employee, investing in inclusivity and making the smart play towards the growing number of women riders. Coleman Powersports started their moto school a little over a year ago expecting to train 800 people per year — they trained that number last month! Their first thought was to serve as a resource when a local training school closed up, and now it’s become a source of added cash flow and customers. Both dealerships are investing in long-term relationships with their riders, and it’s paying off.
By Alisa Clickenger
TRAVELS WITH TIGRA
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his past month I had the great fortune of visiting with two of my favorite dealerships — on opposite coasts. At Moto Corsa, the enthusiasm of the staff is a living and breathing entity, trickling down from the top with Shahin Alvandi as GM. Meanwhile at Coleman Powersports, GM Kim Harrison has it going on with killer customer service and their new riding school that serves as a direct funnel to bike sales. Between the two, I was traveling with Tigra Tsujikawa, a Powersports Marketing Consultant and the cover model for this issue. A highly skilled technical off-road rider, seasoned on-road rider and community and experience marketer in the powersports industry, Tsujikawa is serving as a consultant on my cross country event, the Suffragists Centennial Ride. With two decades of marketing leadership working with OEMs, aftermarket manufacturers, rider associations and clubs, I’ve been learning a lot from her. The United States is in a real state of flux right now, with some states opening up wide after COVID, and some locking down tighter with localized outbreaks. The news is confusing, communities are craving cash infusions, and all across America there’s cautious optimism with a healthy dose of discomfiture. We’re lucky in the powersports industry that our products are perfectly posed for a postpandemic rush, but will it continue?
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Tsujikawa was the driving force of both the 2009 and 2012 AMA International Women & Motorcycling Conferences, as well as the AMA Hall of Fame Induction Ceremonies (2009-2012), and now she’s on my team creating the first-ever Women’s Motorcycle Festival & Conference. Well respected throughout the leadership ranks of the powersports Industry, Tsujikawa’s passion for the sport and deep understanding of the needs of riders is widely known. It’s been super fun traveling around the country with her gathering ideas, building relationships with riders and with communities, all while building the best event the two of us can conceive. All dealerships can build better relationships, no matter what your sales stats look like. The relationships with suppliers, staff and customers are what will keep us cruising on down the road in successful enterprise long after COVID’s constraints have been sorted out. Better relationships start with being open to new ideas, and I’d suggest tapping the talents you already have — your female staff. Women are natural-born community builders, and the ladies on your team will most likely have valuable insights you can implement right here and now. Community creation is an inside job — see to it and you’ll see your profits soar.
Alisa is a two-wheeled world traveler, author, tour operator, and event producer. She has been featured in a variety of media outlets as a woman pursuing a life of adventure and helping others to access their inner wisdom and be free to lead lives they are passionate about. Her book Boost Your Confidence Through Motorcycling: A Woman’s Guide to Being Your Best Self On and Off the Bike became an Amazon.com #1 Bestseller. In 2019 Alisa was also named to Dealernews TOP 100 People in Powersports. Her personal mission is to empower women through motorcycling and adventure while being a strong advocate for the powersports industry at large. Alisa’s motorcycle touring company is www.WomensMotorcycleTours.com.
