Ducati’s Michael Lock Speaks …


to who else but our favorite industry cad and all-around good guy, Robert Pandya, during a quick tete-a-tete (except for the camera man and those guys in the background) at Dealer Expo.

Lock has interesting take on what dealers need to be doing right now as the economy continues to ooze and drip. Lock suggests “Don’t sell a product, sell an entrance to a club.” Make sure customers are happy and engaged and know that there’s much more to motorcycling than two-wheels and a motor. It’s all about the lifestyle baby (that last bit was mine.)

heeeeeeeeeeeerrrrrrrrrrrrreeeeeeeeeee’ssssssss Robert and Michael


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