Advertise on podcast: The Dealership Fixit Podcast

Co-op money is sitting in your OEM portal right now. Some of it expires in May. Some of it just got easier to claim than it was last year. And some of it you might not even know you have access to. Sarah McVean Brown is back for our annual OEM co-op update and we went through every major brand, back to back, to tell you exactly what changed in the 2026 guidelines, what got easier, what stayed the same, and where dealers are leaving the most money on the table. Sarah spent 13 years as Chief Marketing Officer at Freedom PowerSports, has been navigating OEM co-op programs for over 15 years, and is one of the most knowledgeable people in this industry on this specific topic. If you missed our first episode together, click here: https://youtu.be/MQzKQ23e-Ls?si=CsuFDVhen8KBBFi7 This one is the update. Brand by brand. What we cover: Why not all co-op is created equal and what that means for a dealer carrying four or five brandsThe big 2026 trend: OEMs are pushing digital and video content harder than everBRP is the first OEM to reimburse for the actual cost of content creation, up to $125 per videoTikTok is now an approved claim outlet for at least three major OEMs in 2026Honda: more dollars per unit, TikTok added, SEO now reimbursable, MotoHunt is now an approved Honda agencyPolaris: still 98% the same year over year, but the PFED program has some real problems Sarah breaks downWhy the Polaris Plan for Every Dealer promotes the Polaris brand, not yoursBRP's Advertising Builder Program gets a B grade vs Polaris's C to C-minusKawasaki: one of the stricter programs but their co-op team is actually one of the best at working with youYamaha: lowest reimbursement rate at 40%, but 70% if you use their approved agencies, and Yamaha Marine is a completely different programHarley-Davidson MDF 2026: now even easier than last year, new and used covered, two simple claim categoriesCFMoto: no denials ever, co-op expires May 7th, most dealers have a ton left to spendIndian Motorcycle: separating from Polaris but still in the same portal, says they do not do Google Ads but Sarah has gotten plenty approvedSuzuki: steady, on cruise control, nothing radical hereQ3 and Q4 planning: the co-op expiration calendar every multi-line dealer needsThe three steps to get started if you have never filed a co-op claim in your lifeFree co-op tracking template available on request Watch on YouTube: ⁠https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20⁠ Connect with Sarah McVean Brown: ⁠https://www.linkedin.com/in/sarahmcvean/⁠ Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry⁠ Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠ MotoHunt for Dealers: ⁠https://dealers.motohunt.com⁠

Here is a number that should bother you. Only 38 out of 100 powersports dealers replied to an online digital lead in a recent study. That means the customer who just spent weeks researching, comparing, dreaming, and finally hit submit on your website is probably getting nothing back from you. This episode is from the NPDA Partner Series webinar, hosted by Mark Sheffield of the National Powersports Dealer Association. I joined Chris Yeloushan from Rollick for a front-to-back breakdown of what actually happens when a customer clicks on your inventory, submits a lead, and waits to hear from someone. Spoiler: most of the time, they wait forever. And then they buy from the first dealer who shows up. This is one of the most practical, numbers-driven conversations I have had on digital lead handling, follow-up strategy, and what separates dealers who are winning online from the ones who are still flying blind. What we cover: Who the modern powersports buyer actually is and what they have already done before they ever submit a leadThe five Google Micro Moments that map the customer buying journey before they contact your dealershipWhy 60 to 80% of buyers do not purchase the exact unit they originally inquired about and what that means for your follow-upThe Pied Piper ILE 2026 data: half of all powersports leads go unanswered and the industry average ILE score is 44 out of 100A dealer with 100 leads and a great process will outsell a dealer with 500 leads and no process every timeThe five-step Day One response playbook from the birth of the leadWhy you only need to be bad to be better than most of your competitionWhat call-to-action buttons actually convert best on a VDP page (and which one is broken on almost every dealer website right now)Why showing room floor photos outperform both factory images and photo booth shots for lead generationThe 36% increase in close rate that Rollick saw from dealers using automated email nurture versus those that did notHow to shop your own dealership with a fake Gmail and what you will find when you doWhy the fifth, sixth, and seventh follow-up email can outperform the first autoresponderPricing transparency and the out-the-door price debate with data from thousands of Dealer Spike websitesNPDA membership and what 400-plus member dealers are getting for $395 a year Watch on YouTube: ⁠https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20⁠ Connect with Chris Yeloushan (Rollick): ⁠https://www.linkedin.com/in/chris-yeloushan-b078b55/⁠ Connect with Mark Sheffield (NPDA): ⁠https://www.linkedin.com/in/markjsheffield/⁠ Learn more about the NPDA: ⁠https://www.npda.org⁠ Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry⁠ Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠ MotoHunt for Dealers: ⁠https://dealers.motohunt.com⁠

Five straight years. No meaningful progress. That is the headline from the 2026 Internet Lead Effectiveness study published by Pied Piper Management Company. More than half of all web leads sent to powersports dealerships receive no personal response within 24 hours. The dealers who do respond well sell 50% more units from the same leads. Fran O'Hagan founded Pied Piper in 2003 after spending years inside the dealership world at Mercedes-Benz, BMW, and Jaguar Land Rover. His team has been measuring how powersports dealers respond to web leads since 2011 and publishing the results every year since. He is also a lifelong motorcycle buyer who stopped counting at 100 bikes. In this episode, Jacob sits down with Fran to break down the 2026 ILE study, what the data means for dealers right now, and what the top performing dealers are doing differently than the other 87%. What we cover: Why the industry average ILE score has been stuck at 44 for five straight yearsThe two things every dealer can do this week that will immediately move the needleWhy having a CRM does not make your response better unless you have the process to go with itHow Indian Motorcycle has held the top spot four years in a row and exactly what their dealers do differentlyWhy AI is not the shortcut most dealers think it is and when it actually helpsThe Ken Garff story: a 90-store dealer group that finished dead last, called Pied Piper angry, and became a top three performer in one year without any trainingWhy the phone call is still the highest converting response path by a wide marginWhat happens to your leads after 24 hours (spoiler: it almost does not matter anymore)OEM accountability and the misleading dashboards telling dealers they are fine when they are notService department lead response and what is coming next from Pied Piper If you run a dealership or work for one, this episode will make you look at your lead inbox differently. Watch on YouTube: ⁠https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20⁠ Connect with Fran: ⁠https://www.linkedin.com/in/franohagan/⁠ Learn more about Pied Piper: ⁠https://www.piedpiperpsi.com⁠ Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry⁠ Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠ Sponsor: ⁠https://dealers.motohunt.com⁠

The floor is behind us. Wholesale prices are climbing. Dealer sentiment is the most optimistic it has been in years. And if you have 100-day inventory sitting on your lot right now, you need to hear this episode before it gets worse. Mike Murray from National Powersport Auctions is back for our second market update of the year. Mike has been in this industry almost 19 years and spends his weeks on the road visiting dealerships across the country. He brings real-time data, real dealer feedback, and a straight answer on where the market is going in the next 30 to 60 days. We cover the full February 2026 NPA market report segment by segment, talk through what clean actually means in the auction world, and spend serious time on where dealers should be sourcing used bikes beyond the auction floor. What we cover: February 2026 wholesale pricing by segment: domestic cruisers, metric cruisers, sport bikes, dual sport, MX, side by sides, ATVs, PWC, and marineWhy domestic cruisers up 6% and sport bikes up 9% over the prior 90 days is not just seasonal noiseThe metric cruiser correction and why down 9% year over year is not a panic situationMX up 22% year over year and what that number actually means when you back it out to price to bookSide by sides: the underdeveloped market that is quietly becoming one of the best margin plays in usedPWC and marine up 23% and 24% sequentially and why NPA's growth in that category is driving the numbersThe dealer confidence shift: three used to one new retail ratios and what that tells you about where the industry is goingService department acquisition: why dealers buying two to three bikes a week out of their own bays are the ones winning on marginOffensive trade strategy: if a customer asks whether you take trades, Mike says you already failedPrivate party and street sourcing: what motivated salespeople should be doing when they are not closing dealsNPA's condition scoring system explained: how to read the difference between a cosmetic 70 and a mechanical 85The free NPA trade inspection template every dealer should be using or stealingLender confidence: what financing institutions are watching and why the stability in used values mattersThe 30 to 60 day call: where prices are heading, when to move aged inventory, and why 100-day units need a plan today Watch on YouTube: ⁠https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20⁠ Connect with Mike: ⁠[email protected] ⁠Learn more about NPA: ⁠https://www.npauctions.com⁠ Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry⁠ Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠ Sponsor: ⁠https://dealers.motohunt.com⁠

Two powersports podcasts in one room. Jacob Berry from the Dealership fiXit Podcast sits down with Max Materne and Danny French of The Dealer Lab for an unfiltered conversation about what it actually takes to run a dealership in today's market. What comes out of it is one of the more honest dealer conversations you will hear this year. What we cover: The post-COVID reckoning: why dealers who forgot how to grind are getting crushedPre-owned as its own brand — and why it has to be treated that wayHow MotoHunt started as a manual spreadsheet process at RideNow and became a commercial productUsing your service department as an acquisition engine for used inventoryThe DMS repair order integration that puts a live shopping list in front of your sales teamDealers pulling 15-16 additional trade-ins per month from their own service baysThe future of dealerships: digital-first salespeople, transparent deal-making, and what gets left behindAI in the dealership: where it helps, where it hurts, and why human touch still wins in powersportsWhy training has to come before software — and why software alone never fixes a broken process If you are a dealer, a GM, or anyone trying to figure out where this industry is headed, this one is for you. Watch on YouTube: ⁠https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20⁠ Connect with Max: ⁠https://www.linkedin.com/in/max-materne/⁠ Connect with Danny: ⁠https://www.linkedin.com/in/daniel-french-76236790/⁠ Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry⁠ Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠ Sponsor: ⁠https://dealers.motohunt.com⁠

Lou Pedler didn't start in software. He started at the parts counter. From parts associate to parts manager, service manager, and general manager across multiple rooftops, Lou spent years living inside the dealership before transitioning to the software side, first with Zios, then DX1, and now ZiiDMS. In this episode, Lou and Jacob dig deep into what dealerships are actually getting out of their DMS, and more importantly, what they are leaving on the table. Most dealers only use 50-60% of what their DMS can do. The dealers who unlock the rest? They sell more, waste less, and run tighter operations. What we cover: Why the DMS should be the nucleus of your entire tech stackThe most underused features in dealership management softwareHow to use your DMS as an intelligence platform, not just accounting softwareRFID physical inventory — how to count $250K in parts in under 15 minutesMulti-rooftop dealership challenges and how ZiiDMS handles themThe customer data goldmine sitting in your DMS right nowAI and where dealership software is headed in the next 2-5 yearsRapid fire: the one report every GM should pull on Monday morningIf you run a powersports or motorcycle dealership and you're not fully leveraging your DMS, this episode is the reset you need. Watch on YouTube: ⁠https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20⁠ Connect with Lou: ⁠https://www.linkedin.com/in/lou-pedler-21486b37/⁠ Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry⁠ Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠ Sponsor: ⁠https://dealers.motohunt.com⁠

In this throwback episode of the Dealership Fix-It Podcast, I’m joined by Mike Shaug, founder of Premier Online Marketing, for a deep dive into PPC and paid media strategy built specifically for Powersports dealerships. We break down: Why paid search still outperforms “list it on a marketplace and hope” How to structure campaigns around inventory-level intent How to avoid wasted spend from broad targeting and irrelevant queries How to use first-party dealer data to find more buyers (and re-market service/gear) YouTube strategy: skippable vs non-skippable, video length, and funnel placement Why ad copy relevance + landing page alignment matters more than most dealers realize If you want more leads that actually convert — and fewer clicks that waste budget — this episode will help. Listen to More Spotify: ⁠https://spoti.fi/3N9lzfg ⁠Further Episodes Apple Podcast: ⁠https://apple.co/43FoanX ⁠Interviews YouTube: ⁠https://youtube.com/@dealershipfixit ⁠ Connect with Mike: https://www.linkedin.com/in/michael-shaug-80925920/ Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

Jacob Berry joins the Moving Metal crew for a real conversation about what dealers are facing right now in powersports. We cover the state of the market, why used motorcycles are moving faster than new in many segments, how dealers should think about sourcing pre-owned inventory, and what separates strong operators from everyone else. They also get into dealership marketing, customer retention, ride events, vendor expectations, and why the best dealers are selling experience instead of chasing a race to the bottom on price. This is a tactical episode for motorcycle and powersports dealers that want to sharpen their strategy and improve performance in 2026. We post weekly updates, so make sure to subscribe and follow us. If you have any suggestions or want to chat with us, do not hesitate to leave a comment. Watch on YouTube:https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20 Connect with Pack:https://www.linkedin.com/in/bpack-rel-mmg/ Connect with Prokupek:https://www.linkedin.com/in/brandon-prokupek-69b26b140/ Connect with Jacob:https://linkedin.com/in/jacob-b-berry Follow the Fixit Online:https://linktr.ee/dealershipfixit Sponsor:https://dealers.motohunt.com

Inventory listings are the foundation of the modern buying journey for powersports customers, yet most dealerships are still presenting their bikes online in ways that hurt engagement, trust, and ultimately sales. In this episode, Jacob Berry sits down with industry operator and writer Mark Sheffield to discuss what dealerships are getting wrong when it comes to their website inventory. Mark shares insights from years of working with dealer 20 groups and analyzing dealership operations across the country. Together they explore why “Call for Price” listings push customers away, why stock photos dramatically reduce engagement, and how dealerships should think about pricing strategy, photos, descriptions, and call-to-action design. They also discuss the psychology of the online buyer, the role of transparency in building trust, and how tools like AI are changing how dealerships can create better inventory listings faster. For dealers looking to improve website performance without spending more on advertising, this episode offers practical insights into how better inventory presentation can dramatically improve the customer experience and drive more sales. We post weekly updates, so make sure to subscribe and follow us! If you have any suggestions or want to chat with us, don't hesitate to leave a comment.Interviews YouTube: ⁠https://youtube.com/@dealershipfixit ⁠Connect with Mark: https://www.linkedin.com/in/markjsheffield/ Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

In this throwback episode, we sit down with Philip Orange, a Texas dealer/operator who’s scaled stores, built winning teams, and lived through the market chaos of the last two years. We cover: Why customer experience suffered during the shortage era — and how to fix it now Surcharges vs rebates (and why OEMs can’t “just remove” surcharges) How Philip turned a struggling store into a high-volume operation Packaging accessories through education instead of “market adjustments” The best leadership habit in the episode: the 10 pennies method (10 compliments/day) Getting teams off “COVID mode” and back to process, speed, and follow-up We post weekly updates, so make sure to subscribe and follow us! If you have any suggestions or want to chat with us, don't hesitate to leave a comment.Listen to More Spotify: ⁠https://spoti.fi/3N9lzfg ⁠Further Episodes Apple Podcast: ⁠https://apple.co/43FoanX ⁠Interviews YouTube: ⁠https://youtube.com/@dealershipfixit ⁠ Connect with Phillip: https://www.linkedin.com/in/phillip-orange-71a96a20/Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

Wholesale prices hit a low point in late 2025 and have already started moving up as dealers shift into spring buying mode. Mike Murray from NPA joins the show to explain what the latest market trends mean for powersports dealers in 2026, where the strongest demand is showing up, and what to be cautious with when sourcing pre-owned inventory. We cover cruisers, sport bikes, motocross, adventure/dual sport, side-by-sides, and seasonal marine/PWC trends, plus the reality of book values vs real market pricing and why mileage sensitivity can crush premium adventure trade values. If you want to reach Mike, you can find him through NPA or connect with him on LinkedIn here: https://www.linkedin.com/in/mmurray22/ Check out the NPA Market report: https://www.npauctions.com/cp/npa-market-reportWe post weekly updates, so make sure to subscribe and follow us! If you have any suggestions or want to chat with us, don't hesitate to leave a comment.Watch on YouTube: https://youtube.com/@dealershipfixit?si=b_pF17bshpsm0K29⁠Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

Used inventory is becoming the most strategic profit center inside a powersports dealership, but most dealers are not structured to win. In this episode, Jacob Berry joins Mark Sheffield and Kyle Reid to break down how successful dealerships build scalable used inventory operations. From sourcing strategies and service department recon workflows to merchandising, video response tactics, and F&I opportunity, this conversation covers what actually works in today’s market. If you want better inventory turn, higher gross margins, stronger lead conversion, and a repeatable process for buying and retailing used motorcycles and UTVs, this episode is for you. The future of dealership profitability isn’t luck. It’s process. Watch on YouTube: https://youtu.be/d9omsTdWFBQ Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Connect with Mark: https://www.linkedin.com/in/markjsheffield/Connect with Kyle: https://www.linkedin.com/in/kyle-reid-5a661880/Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

In this episode, Jacob Berry talks with Brian Tierney of Lightspeed about how data-driven dealers outperform emotional ones. They discuss aging reports, flooring pressure, CRM discipline, mobile service opportunities, industry benchmarks, and how AI will reshape dealership operations over the next five years. If you’re sitting on aging units, struggling with response times, or unsure how to actually use your DMS to drive better decisions, this episode is for you. The difference between profitable stores and struggling ones isn’t more inventory. It’s clarity. We post weekly updates, so make sure to subscribe and follow us! If you have any suggestions or want to chat with us, don't hesitate to leave a comment.Interviews YouTube: ⁠https://youtube.com/@dealershipfixit ⁠Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Connect with Brian: https://www.linkedin.com/in/tierneyb/ Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

What happens when dealers don’t have a strong voice at the state level? In this throwback episode of the Dealership Fix-It Podcast, James Myers of Valley Cycle Center shares real-world insight from a multi-generation family dealership operating for more than 50 years. We cover: Why dealer associations protect long-term interests How manufacturer decisions impact local markets The reality of succession in family dealerships Why managing people is harder than managing inventory How DISC profiles and self-awareness improve leadership This episode is a candid look at what it actually takes to survive decades in the Powersports business — and why dealers who work together win more often than those who go it alone. We post weekly updates, so make sure to subscribe and follow us! If you have any suggestions or want to chat with us, don't hesitate to leave a comment.Listen to More Spotify: ⁠https://spoti.fi/3N9lzfg ⁠Further Episodes Apple Podcast: ⁠https://apple.co/43FoanX ⁠Interviews YouTube: ⁠https://youtube.com/@dealershipfixit ⁠Connect with James: https://www.linkedin.com/in/james-myers-3b0223349/Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

Inventory levels have flipped. What used to be a shortage problem is now an oversupply problem. At AIMExpo’s Dealer Excellence Stage, we broke down what separates dealers who are moving inventory profitably from those getting crushed by flooring costs and aged units. In this episode: Why most dealerships only use 50% of their CRM capabilityThe danger of salespeople walking past aged unitsWhy turns matter more than marginThe 30-60-90 markdown discipline most dealers lackUsed inventory acquisition strategies that actually workHow fast lead response impacts turn rateWhy video replies outperform templated emailsOEM rebate programs and communication breakdownsService department as a used inventory goldmineThe 3 habits that separate top-performing stores If inventory is stacking up in your showroom, this is tactical, practical insight you can apply immediately. We post weekly updates, so make sure to subscribe and follow us! If you have any suggestions or want to chat with us, don't hesitate to leave a comment.Watch on YouTube: https://youtube.com/@dealershipfixit?si=QJ-Z40oRAXlxfYMkConnect With Our Host Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠