Marketing Strategy

With the rise of the internet, customers can easily find information regarding Harley Davidson motorcycles. Doesn’t this contradict Hal’s emphasis on personal selling? Why or why not?

I would not agree that it contradicts Hal’s emphasis on personal selling, but would propose that it compliments the buying experience for the sales staff and customer.

When customers research information on the internet prior to making a large purchase, they are much better prepared to engage in conversation with the sales representative. The exchange of information between the customer and sales staff is much more practical and ensures that the customer is fitted with the right motorcycle.

Hal’s Harley Davidson is committed to building long-term customer relationships and is successful by using the personal selling approach as the key differentiator with local competitors.

Being able to engage in intellectual conversation with informed customers promotes the long-term customer relationship that Hal’s Harley Davidson expects - builds confidence for the customer, establishes credibility for the sales staff, and enhances the customer’s buying experience.

What actions does/could Hal’s Harley take to further build the relationship between itself and the customer after a purchase?

In addition to the follow-up telephone calls from the sales representative and the standing social event within 30 days of purchase, Hal’s Harley Davidson could sponsor charity fun rides, offer free riding safety courses, and provide free preventive maintenance workshops for new motorcycle owners.

Other ideas for Hal’s Harley Davidson: offer intuitive on-line maintenance scheduling through its web-site; create incentive and/or loyalty programs for customer referrals; provide free shuttle service for maintenance and/or repair appointments; publish customer testimonials on the web-site; and start an owner’s motorcycle club.

Hal’s Harley Davidson does an exceptional job at establishing and maintaining...