The Silent Killer on Most Powersports Dealer Websites with Mark Sheffield

Lou Pedler didn't start in software. He started at the parts counter. From parts associate to parts manager, service manager, and general manager across multiple rooftops, Lou spent years living inside the dealership before transitioning to the software side, first with Zios, then DX1, and now ZiiDMS.In this episode, Lou and Jacob dig deep into what dealerships are actually getting out of their DMS, and more importantly, what they are leaving on the table. Most dealers only use 50-60% of what their DMS can do. The dealers who unlock the rest? They sell more, waste less, and run tighter operations.What we cover:Why the DMS should be the nucleus of your entire tech stackThe most underused features in dealership management softwareHow to use your DMS as an intelligence platform, not just accounting softwareRFID physical inventory — how to count $250K in parts in under 15 minutesMulti-rooftop dealership challenges and how ZiiDMS handles themThe customer data goldmine sitting in your DMS right nowAI and where dealership software is headed in the next 2-5 yearsRapid fire: the one report every GM should pull on Monday morningIf you run a powersports or motorcycle dealership and you're not fully leveraging your DMS, this episode is the reset you need.Watch on YouTube: ⁠https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20⁠Connect with Lou: ⁠https://www.linkedin.com/in/lou-pedler-21486b37/⁠Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

In this throwback episode of the Dealership Fix-It Podcast, I’m joined by Mike Shaug, founder of Premier Online Marketing, for a deep dive into PPC and paid media strategy built specifically for Powersports dealerships.We break down:Why paid search still outperforms “list it on a marketplace and hope”How to structure campaigns around inventory-level intentHow to avoid wasted spend from broad targeting and irrelevant queriesHow to use first-party dealer data to find more buyers (and re-market service/gear)YouTube strategy: skippable vs non-skippable, video length, and funnel placementWhy ad copy relevance + landing page alignment matters more than most dealers realizeIf you want more leads that actually convert — and fewer clicks that waste budget — this episode will help.Listen to More Spotify: ⁠https://spoti.fi/3N9lzfg ⁠Further Episodes Apple Podcast: ⁠https://apple.co/43FoanX ⁠Interviews YouTube: ⁠https://youtube.com/@dealershipfixit ⁠Connect with Mike: https://www.linkedin.com/in/michael-shaug-80925920/ Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

Jacob Berry joins the Moving Metal crew for a real conversation about what dealers are facing right now in powersports.We cover the state of the market, why used motorcycles are moving faster than new in many segments, how dealers should think about sourcing pre-owned inventory, and what separates strong operators from everyone else.They also get into dealership marketing, customer retention, ride events, vendor expectations, and why the best dealers are selling experience instead of chasing a race to the bottom on price. This is a tactical episode for motorcycle and powersports dealers that want to sharpen their strategy and improve performance in 2026.We post weekly updates, so make sure to subscribe and follow us. If you have any suggestions or want to chat with us, do not hesitate to leave a comment.Watch on YouTube:https://youtube.com/@dealershipfixit?si=xGw636a89UUDAK20Connect with Pack:https://www.linkedin.com/in/bpack-rel-mmg/Connect with Prokupek:https://www.linkedin.com/in/brandon-prokupek-69b26b140/Connect with Jacob:https://linkedin.com/in/jacob-b-berryFollow the Fixit Online:https://linktr.ee/dealershipfixitSponsor:https://dealers.motohunt.com

Inventory listings are the foundation of the modern buying journey for powersports customers, yet most dealerships are still presenting their bikes online in ways that hurt engagement, trust, and ultimately sales.In this episode, Jacob Berry sits down with industry operator and writer Mark Sheffield to discuss what dealerships are getting wrong when it comes to their website inventory.Mark shares insights from years of working with dealer 20 groups and analyzing dealership operations across the country. Together they explore why “Call for Price” listings push customers away, why stock photos dramatically reduce engagement, and how dealerships should think about pricing strategy, photos, descriptions, and call-to-action design.They also discuss the psychology of the online buyer, the role of transparency in building trust, and how tools like AI are changing how dealerships can create better inventory listings faster.For dealers looking to improve website performance without spending more on advertising, this episode offers practical insights into how better inventory presentation can dramatically improve the customer experience and drive more sales.We post weekly updates, so make sure to subscribe and follow us! If you have any suggestions or want to chat with us, don't hesitate to leave a comment.Interviews YouTube: ⁠https://youtube.com/@dealershipfixit ⁠Connect with Mark: https://www.linkedin.com/in/markjsheffield/ Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

In this throwback episode, we sit down with Philip Orange, a Texas dealer/operator who’s scaled stores, built winning teams, and lived through the market chaos of the last two years.We cover:Why customer experience suffered during the shortage era — and how to fix it nowSurcharges vs rebates (and why OEMs can’t “just remove” surcharges)How Philip turned a struggling store into a high-volume operationPackaging accessories through education instead of “market adjustments”The best leadership habit in the episode: the 10 pennies method (10 compliments/day)Getting teams off “COVID mode” and back to process, speed, and follow-upWe post weekly updates, so make sure to subscribe and follow us! If you have any suggestions or want to chat with us, don't hesitate to leave a comment.Listen to More Spotify: ⁠https://spoti.fi/3N9lzfg ⁠Further Episodes Apple Podcast: ⁠https://apple.co/43FoanX ⁠Interviews YouTube: ⁠https://youtube.com/@dealershipfixit ⁠Connect with Phillip: https://www.linkedin.com/in/phillip-orange-71a96a20/Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

Wholesale prices hit a low point in late 2025 and have already started moving up as dealers shift into spring buying mode.Mike Murray from NPA joins the show to explain what the latest market trends mean for powersports dealers in 2026, where the strongest demand is showing up, and what to be cautious with when sourcing pre-owned inventory. We cover cruisers, sport bikes, motocross, adventure/dual sport, side-by-sides, and seasonal marine/PWC trends, plus the reality of book values vs real market pricing and why mileage sensitivity can crush premium adventure trade values.If you want to reach Mike, you can find him through NPA or connect with him on LinkedIn here: https://www.linkedin.com/in/mmurray22/ Check out the NPA Market report: https://www.npauctions.com/cp/npa-market-reportWe post weekly updates, so make sure to subscribe and follow us! If you have any suggestions or want to chat with us, don't hesitate to leave a comment.Watch on YouTube: https://youtube.com/@dealershipfixit?si=b_pF17bshpsm0K29⁠Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

Used inventory is becoming the most strategic profit center inside a powersports dealership, but most dealers are not structured to win.In this episode, Jacob Berry joins Mark Sheffield and Kyle Reid to break down how successful dealerships build scalable used inventory operations. From sourcing strategies and service department recon workflows to merchandising, video response tactics, and F&I opportunity, this conversation covers what actually works in today’s market.If you want better inventory turn, higher gross margins, stronger lead conversion, and a repeatable process for buying and retailing used motorcycles and UTVs, this episode is for you.The future of dealership profitability isn’t luck. It’s process.Watch on YouTube: https://youtu.be/d9omsTdWFBQConnect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Connect with Mark: https://www.linkedin.com/in/markjsheffield/Connect with Kyle: https://www.linkedin.com/in/kyle-reid-5a661880/Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

In this episode, Jacob Berry talks with Brian Tierney of Lightspeed about how data-driven dealers outperform emotional ones. They discuss aging reports, flooring pressure, CRM discipline, mobile service opportunities, industry benchmarks, and how AI will reshape dealership operations over the next five years.If you’re sitting on aging units, struggling with response times, or unsure how to actually use your DMS to drive better decisions, this episode is for you.The difference between profitable stores and struggling ones isn’t more inventory.It’s clarity.We post weekly updates, so make sure to subscribe and follow us! If you have any suggestions or want to chat with us, don't hesitate to leave a comment.Interviews YouTube: ⁠https://youtube.com/@dealershipfixit ⁠Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Connect with Brian: https://www.linkedin.com/in/tierneyb/ Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

What happens when dealers don’t have a strong voice at the state level?In this throwback episode of the Dealership Fix-It Podcast, James Myers of Valley Cycle Center shares real-world insight from a multi-generation family dealership operating for more than 50 years.We cover:Why dealer associations protect long-term interestsHow manufacturer decisions impact local marketsThe reality of succession in family dealershipsWhy managing people is harder than managing inventoryHow DISC profiles and self-awareness improve leadershipThis episode is a candid look at what it actually takes to survive decades in the Powersports business — and why dealers who work together win more often than those who go it alone.We post weekly updates, so make sure to subscribe and follow us! If you have any suggestions or want to chat with us, don't hesitate to leave a comment.Listen to More Spotify: ⁠https://spoti.fi/3N9lzfg ⁠Further Episodes Apple Podcast: ⁠https://apple.co/43FoanX ⁠Interviews YouTube: ⁠https://youtube.com/@dealershipfixit ⁠Connect with James: https://www.linkedin.com/in/james-myers-3b0223349/Connect with Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠Sponsor: ⁠https://dealers.motohunt.com⁠

Inventory levels have flipped.What used to be a shortage problem is now an oversupply problem.At AIMExpo’s Dealer Excellence Stage, we broke down what separates dealers who are moving inventory profitably from those getting crushed by flooring costs and aged units.In this episode:Why most dealerships only use 50% of their CRM capabilityThe danger of salespeople walking past aged unitsWhy turns matter more than marginThe 30-60-90 markdown discipline most dealers lackUsed inventory acquisition strategies that actually workHow fast lead response impacts turn rateWhy video replies outperform templated emailsOEM rebate programs and communication breakdownsService department as a used inventory goldmineThe 3 habits that separate top-performing storesIf inventory is stacking up in your showroom, this is tactical, practical insight you can apply immediately.We post weekly updates, so make sure to subscribe and follow us! If you have any suggestions or want to chat with us, don't hesitate to leave a comment.Watch on YouTube: https://youtube.com/@dealershipfixit?si=QJ-Z40oRAXlxfYMkConnect With Our Host Jacob: ⁠https://linkedin.com/in/jacob-b-berry ⁠Follow the Fixit Online: ⁠https://linktr.ee/dealershipfixit⁠