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MIC Symposium: The Dealer Mindset

What comes first: the motorcycle or the rider? 

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Jared Burt of Hero Hub — and AIMExpo Disruptive Thinking moderator — will lead a dealer panel discussion that focuses on two common mindsets of dealers and growing dealership profit:

  1. The “Bike First” Mindset: Selling Units = Customers
  2. The “Rider First” Mindset: Customers = Selling Units

The “Rider First” mindset focuses on developing a community of integrated riders and making the dealership the cultural heart of riders. It’s not just about selling a machine. It’s about selling a lifestyle — a lifestyle where riders are excited to get out and ride. And these riders aren’t just riding more — they’re bringing their friends along for the ride as well. Ultimately, this means more returning customers, more new customers and, ultimately, more profitability. 


The June MIC Symposium will bring together a few of these “Rider First” dealers who are intentionally putting their efforts into developing a culture of riding in their dealerships and supporting the riding community, rather than just selling bikes and expecting that purchasers will automatically become riders. The panel will also explore the dangers of adopting a “Bike First” mindset and why simply selling a motorcycle, side-by-side or ATV isn’t enough and why this line of thinking can ultimately hurt the powersports industry. 

Thursday, June 23, 2022
10 a.m. PT
Free Admission

Register here.

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