THE SHOP

Performance & Hotrod Business May '14

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PERFORMANCE 24 n Performance & Hotrod Business n May 2014 able to accommodate special requests can be invaluable." And COMP's Douglas sees opportuni- ties in two key areas. "First, making sure that you have the right product mix for the racers in your area. I recommend retailers build good working relationships with the parts manufacturers, so they can stay 'in-the- know' on the latest parts and trends. The right parts plus exceptional customer ser- vice is the ticket to combat the Internet price point strategy. Anytime technology changes there is a business opportunity to become the expert in your area and gain customers. "And secondly, focus on running a more efficient and marketing-savvy busi- ness," he adds. "Make sure your business is taking advantage of today's marketing tools (email, social media, etc.) to build loyal customers and extend on the cus- tomer service note above. I realize it can be confusing on which marketing oppor- tunities to chase with limited time and budget, but that's where manufacturers and suppliers can help with advice. Don't be shy about asking for help." What's Up The circle track season is just getting started in most places, and early returns have offered our sources a chance to com- ment on areas of interest. For QA1's Fegers, "the market hasn't changed much over the last couple of years. If anything, manufacturers have increased quality and performance. Racers are push- ing products further and further, and will not tolerate products that 'give up.'" COMP's Douglas sees many people— tracks, series and suppliers—looking to do things their own way. "I feel like the market is becoming more fractured with every passing day," he says. "I hope eventually racers, series and manufacturers can come together to build common rules packages and class structure so racers can take the same car/engine and race across the country. If you look back on those classes that have been most suc- cessful (like Open Wheel Modifieds), the (Photo courtesy QA1) (Photo courtesy QA1) (Photo courtesy COMP Cams) (Photo courtesy QA1) PHBMAY.indd 24 4/2/14 11:41 AM

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