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International Karting Industry Buyer's Guide

Kart Expo International

FUN TIMES

FUN KART INDUSTRY READY TO DO BUSINESS
Even with all the changes and upheaval lately, the fun kart manufacturers, retailers and distributors alike are geared up for what should be a busy 2002 season.

Last year, for the first time in years, fun kart sales slowed. Who knows the reason — the economy, September 11th, the moon in the wrong position, whatever, but this year, the industry is poised and ready for a booming year with exciting new products and designs.

Fun karts are a natural for established racing shops, lawn and garden outlets, hardware and outdoor power equipment stores, motorcycle shops — any business that deals with engines and the public. In general, fun karts are an easy sell, offer high profit margins, and fill a void in the winter months when sales of other equipment and parts are usually down.

As with all products, marketing is the key to sales success. Some fun kart manufacturers offer signage and point-of-purchase displays enabling several karts to be shown in a small area of floor space. Displaying fun karts outside the store draws attention to motorists passing by.

Ease of sale, simple parts inventory and substantial profits all add up to a high value product line. If you don’t already sell fun karts, check it out — karting is the only truly affordable family motorsport.

SELLING TO CUSTOMER’S EMOTIONS
It’s been said that when a customer buys, it’s not the product itself that is sold. It’s hope! Hope that a new fun kart will become the neighborhood status symbol, that the new helmet will provide the desired protection, and so on.

On thing certain: emotions are a major factor in a customer’s decision to buy. Experts writing in “Sales and Marketing Strategies and News” say it has to do with the two hemispheres of the brain. The left side is logical. It supports the decision to buy with logical thoughts. But, it’s the right side, the emotional side that decides, “Yes, I need this and I want it now!”

The wise salesperson will lead with an appeal to emotions: “You’ll love the speed that kart delivers.” “With this kart, you’ll be the envy of the neighborhood.” “You’ll be happy every time you take a spin in this model.” Pride, love and happiness are strong emotions – sell to those emotions.

It’s a good idea to make a list of the benefits that a fun kart or other product offers. Then list the emotions that will be served by the benefits.

Leading in with friendly emotion makes the next step even more interesting. Showing the benefits is next. Emotions make the benefit listing exciting for both the buyer and the seller. Excitement has a chance to build.

Here is your opportunity to describe product features. Presenting solid facts in the context of their real value to the buyer increases their impact and desirability. Keep the buyer’s emotional mind at the forefront of your presentation by giving plenty of good reasons to buy.

Remember that you have to deal with the emotion of fear as well. Often you can deal with fears before they occur by virtue of your value and benefit statements.

Emotion—benefits—features. Structure statements around these factor and customers will leave your place of business in a pleased state of mine.

END

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Kart Marketing Group, Inc.
Post Office Box 101
Wheaton, IL 60189 USA
Telephone: 630-653-7368
Fax: 630-653-2637
Email: karting@msn.com

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