If you want more customers to walk in and walk back through your doors again, this episode with Richard Kimes is packed with real tips you can actually use.
Richard knows retail. He’s worked in the powersports and automotive space for decades. And in our chat, he dropped a bunch of simple ideas to help dealers train better, serve smarter, and keep customers coming back.
Here’s what we covered in this throwback episode and how you can start applying it now.
If your GM or owner doesn’t believe in training, nothing will change.
Richard put it straight: the best dealers don’t just talk about training. They set it up, hold people accountable, and make time for it regularly.
There are three big areas to focus on:
On top of that, Richard suggests offering in-person customer service training at least once or twice a year. This helps reset expectations, sharpen skills, and keep your team from going on autopilot.
Your service department might be the busiest part of your dealership. But if it’s not connected to your parts and accessories sales, you’re missing easy wins.
Richard talked about creating small offers tied to service visits:
The goal isn’t to push. It’s to plant the idea.
Every person waiting on an oil change could be walking past a display of tank bags, riding gear, or new tech. When your team is trained to connect the dots between what the customer is riding and what they might need, everyone wins.
Many sales conversations start with, “What brings you in today?” That’s fine, but it can’t stop there.
Richard reminded us to be curious and present. Ask about their ride. Who else in their household rides. What’s coming up next month. Maybe their kid needs a new helmet. Maybe their partner rides too. You won’t know unless you ask.
It’s not about being pushy. It’s about showing genuine interest. Follow up when it makes sense. A quick call about a new shipment or a colorway they mentioned can bring them back in and build long-term loyalty.
This is one of the most overlooked areas in retail. Your store may have great gear, trained staff, and strong promos. But if the customer’s first few seconds are cold or awkward, you’ve already lost ground.
Richard shared a story of a high-level OEM manager walking into a dealership with his wife. No one opened the door. No one greeted them. No one offered help in the showroom.
He left with a jug of oil and a bad impression.
It’s not about rolling out the red carpet. But the first hello, the warm welcome, and a quick “Can I help you with anything?” goes a long way. Your staff should know how to create an environment that says, “We’re glad you’re here.”
Here’s the truth: customers can buy the same gear you have online. If they walk into your store, it’s because they want something more than just the product. They want the experience.
Richard emphasized this point again and again. Give people a reason to come back:
That’s what wins against online-only retailers. Not price. Not speed. The in-person experience.
If you want your customers to return, you have to earn it every time.
That means:
The dealerships that do this well don’t need to compete on price. They win on trust, service, and loyalty.
This post is based on a throwback episode of the Dealership fiXit Podcast with guest Richard Kimes. Be sure to follow the show for more tips from folks who’ve been there, done that, and are still helping dealers win today.