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Dealers - Please Stand Up! By Greg Lonero March 2001
If only 3,000 snowmobilers lived in Florida, we would not have been exposed to Sore Loserman /OJ part II. But wait, you know that no snowmobilers live in Florida so what is your point? You see friend, I know there are no snowmobilers in Florida but there are thousands of guys that ride jet skis, ATV's and dirtbikes, and get this - these machines are manufactured by the same people that make our snowmobiles.
To digress for a moment. I ride with a half a dozen other guys that eat, breathe and sleep snowmobiles. Unfortunately, they really don't care that much about the politics of the sport (fortunately, they all voted for Bush). And the reason they don't care is they just don't know what is going on politically in the sport. This is because they are not students of the sport. You are. You read as much as you can and sometimes fire off some letters. Do you and my friends have passion for this sport? - you bet. Here's the problem. While you are self-educating yourself on the sport by reading every sled-site, following RSS and receiving a couple magazines and renewing club memberships, my friends are not and they represent the majority of sledders and outdoor enthusiast. Not all of them surf the net, not all of them receive magazines, but all of them make trips to their dealer. OK, we all know this scenario and we now agree, there is one common medium for communication, the dealer. And it is through education that you can begin to change one's behavior.
There is absolutely no reason why, sticking with snowmobiles,
the big fours dealers can't be educating the customer base with a news-bulletins
and letter campaigns, funded by the manufactures and delivered at the
dealer levels. There are some arguments that discussing land use issues
at the point of sale may scare off new customers. But I don't agree. There
is a way to achieve both, segregating a sales message and getting people
involved. It is just a matter of conversational timing.
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