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New Study Measures RV Buyer Treatment

Originally Published in MotorHome Magazine

Monaco RV dealerships ranked highest in the newly released “2007 Pied
Piper Prospect Satisfaction Index RV Industry Study,” which measured how
shoppers are treated at retail locations that sell Class A motorhomes.

The independent study uses the patent-pending Pied Piper PSI
process to evaluate and benchmark shopping experience and salesmanship
effectiveness, and provide actionable insights on the hot buttons that
turn shoppers into buyers. Following Monaco were Damon, Itasca,
Sportscoach, Holiday Rambler, Alfa, Safari, Fleetwood, Beaver, Mandalay,
American Coach and Tiffin; all ranked above the industry average.

Monaco brand dealers scored well throughout much of the study,
and ranked first for offering test drives and for providing compelling
reasons to buy now instead of later. Other brands led the industry in
specific areas. For example, Itasca dealerships ranked first for
mentioning different financing options and the availability of extended
warranties; Mandalay dealers ranked first for providing reasons to buy
from their specific dealership; Sportscoach dealers ranked first for
addressing features and benefits applicable to the shopper; and American
Coach dealers ranked first for attempting to forward the sale and for
gathering contact information.

Fran O’Hagan, president of Pied Piper Management Company LLC,
said many RV manufacturers and dealers have already established
effective sales processes, but there are still areas where some dealers
will benefit from additional focus. For example, RV salespeople
neglected to offer a test drive 67 percent of the time.

The “2007 Pied Piper Prospect Satisfaction Index RV Industry
Study” (Class A) was conducted between April and June 2007, using
shopper evaluations at 517 brand dealerships located throughout the
United States, representing approximately one in three of all U.S. Class
A RV-brand dealership locations.

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