The Dealership Fixit Podcast

Jacob Berry
  • 4.8 (21)
  • MANAGEMENT
  • UPDATED WEEKLY

Welcome to the Dealership Fixit Podcast, a show dedicated to power sports dealership professionals! In today's ever-evolving market, staying ahead of the game is vital. We invite you to subscribe to our podcast and gain access to the secrets of success in the motorcycle and ATV dealership life. In each episode, we dive into the challenges and opportunities each power sports dealership faces today. Our expert insights from various industry leaders, seasoned professionals, and innovative thinkers have significantly impacted the industry. After All, In Your Dealership, You Are The Fixit.

  1. 16 Business Books Every Powersports Dealer Should Read: A Joint Episode with PSB Power Hour's Brendan Baker

    MAY 12

    16 Business Books Every Powersports Dealer Should Read: A Joint Episode with PSB Power Hour's Brendan Baker

    No topic outline. No pre-shared lists. Just two people who live inside the powersports industry every day comparing notes on the books that actually changed how they think. Jacob Berry from Dealership fiXit and Brendan Baker from PSB Power Hour sat down for a joint episode to share the business books that hit hardest in the past year and talk about why they matter for dealers, operators, and anyone in a leadership role in this industry. 1. How to Win Friends and Influence People — Dale CarnegieThe first book Jacob picked up on his audiobook journey. The foundation for every people and sales conversation in this episode. 2. Never Split the Difference — Chris VossFBI hostage negotiator turned business negotiation coach. Jacob calls it one of the best strategy books on how to talk to people in any situation. 3. The Laws of Human Nature — Robert GreeneOld but powerful. The idea that people buy emotionally and justify logically maps directly to every powersports sale. 4. Magnetic Marketing — Dan KennedyThe OG of direct response marketing. Stop chasing customers and build marketing that attracts them. One is the loneliest number. 5. $100M Leads — Alex HormoziDistribution beats creativity. Dealers who post daily win attention. Dealers who wait lose market share. 6. $100M Offers — Alex HormoziMost businesses fail because the offer is weak, not the execution. Engineer deals, do not discount them. 7. $100M Money Models — Alex HormoziThe third in the series. Revenue stability comes from stacking predictable models. One-time sales are fragile. 8. Velocity 2.0 — Dale PollakThe only book on this list written specifically for dealerships. Inventory turn beats margin hoarding. Speed creates leverage. 9. Buy Back Your Time — Dan MartellTime is your most expensive asset. Delegate outcomes, not tasks. If you are the bottleneck, your growth is already capped. 10. 12 Rules for Life — Jordan B. PetersonResponsibility precedes progress. Discipline beats motivation. Clean up your own house before criticizing other systems. 11. Extreme Ownership — Jocko WillinkLeaders own outcomes. No excuses. If sales are down, start with yourself. 12. CEO Excellence — Carolyn DewarHigh-level leaders think differently than operators. Culture is modeled, not declared. 13. The 7 Habits of Highly Effective People — Stephen CoveyBrendan's go-to. Effectiveness is not about doing more things faster. It is about doing the right things in the right order. The four quadrant matrix is something every dealer principal needs on their wall. 14. The Art of War — Sun TzuAncient military strategy that maps to business chess. Victory goes to whoever understands the terrain, knows themselves, and moves at the right moment. 15. 1929: Inside the Greatest Crash in Wall Street History — Andrew Ross SorkinBoth Jacob and Brendan are reading this one right now. The parallels to today's market are striking. The danger of assuming this time is different. 16. How to Talk to Anyone: 92 Little Tricks for Big Success in Relationships — Leil LowndesBrendan's pick for anyone who deals with people. 92 specific, practical moves for every conversation situation. Emotional Intelligence 2.0 — Travis Bradberry and Jean GreavesBrendan referenced emotional intelligence as an underrated skill set for dealer operators and salespeople. Libby App — Free audiobooks and ebooks through your local library card.Available at: https://libbyapp.com Watch on YouTube: ⁠https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20⁠ Connect with Brendan Baker (PSB): https://www.linkedin.com/in/brendan-baker-b744629/ PSB Power Hour Podcast: https://powersportsbusiness.com/powersports-business-power-hour/ 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

    1h 1m
  2. The F&I Process, the Product Stack, the Pay Plan, and the Lender Strategy That Separates Elite Dealers with Alex Reyes

    MAY 5

    The F&I Process, the Product Stack, the Pay Plan, and the Lender Strategy That Separates Elite Dealers with Alex Reyes

    The national average F&I per copy in powersports is $370. Alex Reyes and his team are targeting $1,000 as their floor, not their ceiling. Alex is the General Manager at Broward Motorsports Treasure Coast in Hobe Sound, Florida, part of an eight-location group. He has spent the better part of the last decade building and running the F&I operation at one of the most active powersports dealer groups in the country. Three-time PSB Magazine 40 Under 40. MPN author. Featured on Auto Finance News with Synchrony. And he came from automotive at Hyundai Motor, which gives him a benchmark most powersports F&I people never had. This is the most comprehensive F&I conversation we have ever done on this podcast. We go from the product menu all the way to pay plans, lender strategy, the digital customer, and what metrics a GM should be watching every single week. What we cover: Why the $370 powersports average vs $2,500 automotive F&I gap comes down to habits, training, and focus, not talentAlex's first career move into powersports and why the emotional nature of the purchase changes the entire F&I conversationWhy financing is still an afterthought at too many stores and the simple script to shift that conversation at the point of saleThe 400% rule: offer every product, every customer, every time with 100% effortThe two non-negotiable products in any powersports F&I office and why ESC is not an upsell, it is a safety netWhy 85% of powersports repossessions trace back to mechanical failure and what that means for every service contract conversationThe GAP math: when to offer it at full LTV, what to say at 70% or under, and when to leave it outPrepaid maintenance as a VIP retention tool, saving customers 30-40% while bringing them back to your service bayHow Alex built a near-prime and subprime lending program at Broward from scratch and why a single-lender strategy is a one-hand-tied-behind-your-back problemThe Synchrony Outdoors card as a cross-departmental revenue tool that works across sales, parts, and serviceThe used bike lending reality: LTVs are different, CITs need to move fast, and MotoHunt helps you buy right in the first placeAlex's unorthodox F&I handoff: the business manager gets involved the moment credit is submitted, not at the endThe "tour de ride" concept and how Broward turns the wait time before the box into a dealership relationship builderHow to handle time in the box without killing the customer experience and the Jimmy at school storyThe baseball farm league approach to building F&I talent from the ground upWhy pay plans based on product mix produce better behavior than pay plans based on sheer PVR volumeThe three numbers a GM has to watch every week: cash to finance ratio, penetration by product, and CITWhat an F&I training program actually looks like and why Rob Greenwald gets the call when Alex needs outside helpThe CRM cadence for declined deals and why a no today is a lead for laterSoft pulls, VIP appointment setting, and where Broward draws the line on digital deliveryWhat Alex looks at first when a GM suspects their F&I department is underperformingWhy penetration rates tell a better story than PVR and what to do when they are out of balanceWatch on YouTube: ⁠https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20⁠ Connect with Alex Reyes: ⁠https://www.linkedin.com/in/alex-r-a97a321a0/⁠ Broward Motorsports Treasure Coast: ⁠https://www.browardmotorsportstreasurecoast.com⁠ PowerSports HQ (Alex's YouTube): ⁠https://youtube.com/@PowersportsHQAlex⁠ 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

    1h 6m
  3. The Money Hiding in Your F&I Office: Reinsurance, Hidden Fees, and Why Powersports Dealers Are Next on the FTC's List | Gene Silas & Jeff Barron, Brightline Dealer

    APR 30

    The Money Hiding in Your F&I Office: Reinsurance, Hidden Fees, and Why Powersports Dealers Are Next on the FTC's List | Gene Silas & Jeff Barron, Brightline Dealer

    Most powersports dealers have some form of reinsurance in place. Most of them have no idea what is actually in it. Gene Silas has been in the industry for over 30 years. Jeff Barron has been at it for 26. Together they run Brightline Dealer Advisors, one of the largest broker firms in the United States and they spend their days helping dealers understand what they actually own in their F&I back end and how much of it is quietly walking out the door in fees they have never seen. They recently did a webinar with the NPDA that generated a ton of questions. So I brought them on here to go even deeper for our audience. What we cover: Why most dealers look at only one number on their reinsurance statement and miss everything elseThe walkaway, retro, CFC, and DOWC structures explained in plain English — and how to know which one fits youProducts that can go into reinsurance: service contracts, tire and wheel, paint and fabric, GAP, and ancillariesWhy GAP should usually be kept separate from your service contract reinsurance positionThe hidden fee problem: ceding fees, loss adjustment expense, and premium tax that come off the dealer's bottom line before they ever see the moneyThe side-by-side comparison that could be costing dealers $50,000 to $60,000 a year depending on volumeWhy all fees should be visible in the admin fee and what "below the line fees" actually meansThe A account vs the B account in plain English — and why moving money to the B account as fast as possible mattersHow dealers can borrow against their own B account money and pay the interest back to themselves instead of a bankCapital gains vs ordinary income: the tax difference that can mean 18 to 20 points on millions of dollarsThe risk triangle: why reinsurance is not a set it and forget it situationEarly claims and multiple cause of loss: what it looks like when a service contract is being used as a recon toolThe disappearing deductible strategy that keeps customers coming back to your service bay and protects your bookWhy you need claim override controls and exactly who should have themThe nine questions every dealer should be asking their current reinsurance providerGene's AI tip: how to use ChatGPT or Claude to find every fee buried in your dealer agreement in minutesWhat a real advisory partner looks like vs someone just managing their own book through youGene's FTC prediction: powersports dealers have 12 months or less before enforcement starts — and what to do about it nowThe $54,000 per violation reality and why 97 automotive dealers have already faced it Watch on YouTube: ⁠https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20⁠ Connect with Gene Silas (Brightline): ⁠gsilas@brightlinedealer.com ⁠Connect with Jeff Barron (Brightline): ⁠jbarron@brightlinedealer.com ⁠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

    1h 1m
  4. The Biggest Trade Show in the Country Just Added a Dedicated Powersports Section. Are You Going to SEMA 2026?

    APR 27

    The Biggest Trade Show in the Country Just Added a Dedicated Powersports Section. Are You Going to SEMA 2026?

    If you have heard of SEMA but always thought of it as a car show, this episode is going to change that. SEMA — the Specialty Equipment Market Association, just announced a dedicated Powersports section at their 2026 show this November in Las Vegas. We are talking about 153,000 total attendees, 70,000 professional buyers and decision makers, and 2,600 accredited media and content creators. And now powersports has its own dedicated home inside of it. I sat down with Tom Gattuso, VP of Events at SEMA, and Mike Ausec, SEMA's Industry Sales Director for Powersports and Lifestyle, to break down what this means for dealers, OEMs, and the industry as a whole. What we cover: Why SEMA describes the show as an "industry homecoming" and what that means for powersportsThe ORBA acquisition: why SEMA is now fighting for land access and motorized recreation rights at the state and federal level — and what that means for a dealer in Florida, Arizona, or MontanaWhy powersports was always in SEMA's DNA but is only now getting its own dedicated platformThe West Hall location and why placing powersports next to trucks and off-road is a strategic decision — not just a real estate oneOutdoor demos adjacent to the West Hall and what it means to actually experience product instead of just seeing it on carpetWhat product categories are already confirmed: OEM representation, hard parts aftermarket, gear and apparel, lifestyle, EV, overlandingWhy 60% of SEMA attendees are at the owner or GM level — and why that makes the show worth the tripThe New Product Showcase: 1,700 to 2,000 products in one place, open at 7:30 AM before the floor opensHow 60% of people who visit the New Product Showcase discover a company they had never heard of beforeToyota's Scion side-by-side concept reveal at SEMA that generated 1.4 billion impressions in 24 hoursThe education component: 90-plus sessions including powersports, off-road, overlanding, social media, and dealer growthSEMA Fest: music and motorsports event for consumers that opens on May 4th alongside buyer registrationWhy the future of trade shows is shifting toward Gen Z and millennial buyers and how SEMA is building for that nowWhat dealer registration looks like, what hotel options are available, and what opens on May 4thWhy you do not need to be a SEMA member to attend — and what membership actually gets you if you do joinMike's honest take: powersports has needed a platform for the last 10 years and SEMA has the infrastructure to deliver itWatch on YouTube: ⁠https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20⁠ SEMA Powersports: ⁠https://www.semashow.com/powersports⁠ Connect with Tom Gattuso: ⁠https://www.linkedin.com/in/tomgattuso/⁠ Connect with Mike Ausec: ⁠https://www.linkedin.com/in/mikeausec/⁠ 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

    41 min
  5. The 2026 OEM Co-Op Update Every Dealer Needs to Know Brand-By-Brand Breakdown with Sarah McVean Brown

    APR 21

    The 2026 OEM Co-Op Update Every Dealer Needs to Know Brand-By-Brand Breakdown with Sarah McVean Brown

    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

    1h 6m
  6. From Click to Close: Why 62% of Powersports Leads Never Get a Real Response | NPDA Webinar Series

    APR 16

    From Click to Close: Why 62% of Powersports Leads Never Get a Real Response | NPDA Webinar Series

    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

    52 min
  7. The 2026 ILE Study Is Out and the Numbers Are Hard to Ignore with Fran O'Hagan, Pied Piper Management

    APR 13

    The 2026 ILE Study Is Out and the Numbers Are Hard to Ignore with Fran O'Hagan, Pied Piper Management

    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

    1h 1m
  8. Where Are Used Powersports Prices Heading This Spring? Mike Murray From NPA Breaks Down the Numbers

    APR 10

    Where Are Used Powersports Prices Heading This Spring? Mike Murray From NPA Breaks Down the Numbers

    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: ⁠mmurray@npauctions.com ⁠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

    55 min
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About

Welcome to the Dealership Fixit Podcast, a show dedicated to power sports dealership professionals! In today's ever-evolving market, staying ahead of the game is vital. We invite you to subscribe to our podcast and gain access to the secrets of success in the motorcycle and ATV dealership life. In each episode, we dive into the challenges and opportunities each power sports dealership faces today. Our expert insights from various industry leaders, seasoned professionals, and innovative thinkers have significantly impacted the industry. After All, In Your Dealership, You Are The Fixit.

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