Welcome to Momentum, a motorsports podcast powered by High Gear Success. I'm your host, Heather Wilson Schiltz. Here we share the stories and strategies that keep the world of motorsports moving forward. And today I'm chatting with Chase Bailey, an independent sales rep in the powersports industry. So Chase, thank you for joining me. Absolutely. Thank you so much for having me. So we actually had the pleasure of meeting at AIM Expo in California earlier this year. Seems like just yesterday, but that was in January, so almost half the year has gone by already. so how have things been going since then? it's just it is flown by. Uh work related, life related, everything is just a hundred miles an hour, but it's good. Everything's great. Um super happy, super blessed to be here where I'm at. So kind of take a step back and walk us through where your like initial love and interest of the industry came from. Well, I started riding racing dirt bikes at seven years old. So just immediately like my parents tried to get me into baseball. didn't want nothing to do with it. Soccer, nothing to do with it, nothing. All I wanted to do was be on a dirt bike. So uh started that when I was seven. after graduated I actually went to the the local community college and I got my certificate in motorcycle mechanics just so I could just kind of know how to do some stuff on my own. then I started working at the dealerships. and then went from a uh like a setup guy in the back, went to the parts counter, got moved to uh parts manager position and went from that dealership to another dealership and here I am. What were some of the biggest lessons or things that you learned during that time of working in dealerships? Just how to build relationships with people. being able to uh just uh understand them and you know, i if you have somebody call in and they're like, hey man, I need I need this bolt. Like, okay, well, let's let's figure out what you got, what kind of uh vehicle you have, what what what year we got, you know, just just just being able to relate with people and um I've really been able to, carry that being able to relate to not only like the dealership's customers, but being the parts person, being able to relate to now as a sales rep to the to the the parts department and managers and everything like that. So it's it's definitely helped out a lot. Yeah, I think relationships are huge. I mean, they always have been, but I feel like they're even more critical today when people have so many more options and people can like mail order parts so much easier. so really having that relationship is like what brings people back to the dealership. Mm-hmm. Yeah, I I really agree. I even when I'm in the dealers, like I try to talk to some of their customers and, you know, ask them where they're getting their stuff. You know, like I know everybody loves Amazon, but I mean it is it is killing the dealerships. You know, like your like your regular mom and pop dealerships and stuff, like, you know, it might be a couple dollars more expensive and you know, you might have to get out of the house. But I mean, it's gonna be really cool being able to go into the dealership. talk to talk to somebody behind the counter. They can normally relate to what you're doing. I really like that a lot a lot better I always have. I I don't like to order stuff online. I like to go to the dealership, talk to the guys, see how they're doing, check in on them. You just build just build way, way better relationships that way. I totally agree. And I feel like going to a dealership too should be an experience that like you look forward to. Like it's a reason to get out of the house and go hang out and and see people. I I much prefer whether it's like a dealership or just small business in general, to like get out and go talk to somebody that you have a relationship with. Of course, there are things that I order online, but it's not stuff that I can get from like a small business or a dealer. Or if you're going into just like a normal store, if you're going to Lowe's or something else up, you know, non motorcycling related, you're not gonna have a relationship with the sales associate there. So I don't know Paul at at Lowe's, you know, I'm not gonna go there just to talk to him, but no, I I totally get it. I agree, yeah. Yeah. So then you eventually transitioned out of working at the dealerships and into the industry on the sales side of things. So tell us how that evolution happened. So at the last dealership that I was at, um I don't know if you had the pleasure to of me to meet Sid, Sid Humphreys. He's the one who started the PRA program. Sid was actually my Western powersports rep at my last dealership. so we got pretty close at the last dealership I was at, like outside of work wise, like we were just got got got pretty good friends. and he knew that I was pretty much I was just ready to get on the other side of the desk. I was ready to get out. Love loved being around dealership, but I just wanted something different. so um yeah, he I he left um and then it was a couple years. yeah, and then he calls me up and he said, Hey man, I got I'm starting this new project. I'd really like you to be the first person. I'd really like you to be a part of it. and yeah, that's that's that's how it started. So yeah, I I I give all pretty much all the credit to him just for kind of getting me in that in this position, uh giving me the opportunity because I mean, as as you know, getting in the industry is super hard. There's you know sales rep, they either, you know, they're either let go or they just retire. And they they have that that job for forever. So good luck trying to get one unless, you know, you know somebody that's leaving and then, you know, they can put your name in there for you. But other than that, it's it's super hard. But but no, I I I definitely give Sid all the credit in the PRA the program. It's been it's been awesome. So you mentioned the PRA, which is the powersports Rep Association. Can you kinda give some background on what that organization is doing for sales reps in the industry? Yeah, so pretty much like I was saying, it's just it it gives somebody the opportunity that doesn't have the sales the you know the outside sales experience. Cause normally, when you you go to a um to an interview for any any powersports company, you know, they're normally gonna go with somebody who has outside sales uh experience. you're left there thinking, like, okay, well, I can't get any experience if I don't get hired. So uh the PRA they've done a awesome job with, you know, setting you up before you even start, they'll get you set up with one to two companies just to kind of get your feet wet. Um, and then you just kinda take the ball running from there. so they they give you the the opportunity to build a name for yourself, get started in get started in the industry as a sales rep and just go on from there. And as an independent sales rep you're selling and representing multiple brands. You're not working for a specific manufacturer company or distributor. so some of those brands that you represent are FXR Racing, Phoenix Handlebars, Dirt Bag Brands, The Corner Coach, Pacific powersports, Factory Effex, Dirt Care, and F FCP Racing. So that's like a whole portfolio there. How do you manage relationships with that many different brands and and working with that many different companies? It is it is tough. I will say that it's tough. but I kinda do it and I'm it's it's definitely been trial and error for sure. but you know, thankfully when I started with FXR, they they pretty much had I had some dealers already ready to go. So I just kinda picked up where the last guy uh left off. Um that's been super easy. Andy White at FXR has been such a big help. He's helped me out a lot um with that. but I kind of do it based off the dealership. So, like there's some dealerships I go to that are just strictly side-by-side dealerships. So if it's just a side-by-side dealer, you know, I'll I might just take take my stuff in for, you know, hey, this is all my stuff I have for dirtbag brands, this is all my stuff I have for factory Effex. I really think this would do great here. and then you know, if you have a more motocross side of a dealership, you know, I'm like, well, hey, this is everything that I have. I really think it would be great here. And um, you know, speaking on the relationships that I have with the parts managers, I, you know, I can relate to them a lot just because I did have some s some sales reps come in and be like, hey man, you need this and this, this, think this, this and this. And I'm like, man, I really don't. And I d you know, it's just it's just not gonna sell. So I really try to make uh make it known that, you know, like I'm not just here to sell stuff. You know, I want I wanna make sure that they have everything that they need to, you know, help them make a living. Like, yeah, it's great if they buy all the stuff off me, but if they buy it and it's not moving, it's not going to do anything. as as long as everything is continuously moving and uh, you know, if it they have stuff that's not moving, I make sure I I can I can switch it out. I get them some fresh stuff, uh, so that so so that they're not just sitting on stuff. But yeah, I just kinda take it dealership by dealership, depending on what they have, what they're selling is is what I'm I'm gonna go in there, uh, you know, talking to about and showing product and samples and everything else. Well, and I think that's what a long lasting sales rep should be doing is seeing what sells and what's going to work for that specific dealer as opposed to just shoving product down their throat because yeah, like you said, if it's not selling, they're gonna um probably resent you and they're not gonna buy anything else going forward. So you really want it to be mutually beneficial for both of you. Yeah, yeah. Like I I mean, I don't wanna go in there and, you know, they spend twenty five hundred dollars worth of of their money in the product, like, yeah, that's great for me, but it's just sitting there three months later and it's not it's not doing anything. So, uh I don't wanna be that guy that, you know, just sells stuff and then all right, all right, see you later guys. Um, so no, I always wanna try to make sure that I have a a good relationship. I try to check in with them, my dealers, at least it at least once a week, whether it be a phone call, email or something. Uh It's it's you know hard to get by to all of but I at least try to have some sort of contact. Um, you know, just so that they see what's going on, see what's selling, see if they need help, restock, just stuff like that. How big is your dealer radius, like area that you service? Yeah, so it depends on the brand. Um, so mostly all of my brands except for FXR. FXR, I am North South Carolina, Georgia. Um, I've got a couple little a couple stores in Virginia, but there's a another guy in Virginia that pretty much takes takes care of everything. That was just kind of grandfathered into my position from from the previous guy. Um, but with Everybody else, it's North Carolina, South Carolina. And are you on the road a lot with that or do you kinda have some some days at home that you're able to to just make phone calls and emails? Yeah, yeah. So so normally all the dealers are closed on Mondays. So that's kind of my at home day. where I can try and catch up. I'll send out, you know, promo emails, et cetera, et cetera, trying to follow up on stuff from the following week. Um, but yeah, normally Tuesday through Friday, um, sometimes Saturday. I don't like to go to the dealers on Saturday unless they need me to, just because that's normally when everybody goes and I don't wanna be that guy like, Hey man, you need anything when there's eight people at the counter. So I try to just Text, see if they need me to come by. Of course I will, but normally just a Tuesday through Friday, I'm I'm I'm at the dealers. Can you also explain how being an independent sales rep is different than working for like a manufacturer or a single brand as far as like how you get paid? Cause I assume that you you may or may not have small base salaries from these companies. It's largely commission based and you're having to juggle a lot of different brands, not just like a base salary and a commission for one brand. So I am one hundred percent commission on every brand that I I work for. Um I don't get paid for gas, hotel, like nothing. So everything comes out of my pocket. I've definitely learned to call before you haul. and not drive three hours to a dealership and the parts manager not be there. thankfully Jason with Phoenix Handle Bars and uh Josh Salazar with Dirt Bag Brands, they've really helped me out. Um at the aime show. um Jason let me stay. I stayed at his house all week with him. Uh so he he pretty much adopted me for the week. Uh whether he wanted to or not. I was just I was there. Brian Cornelius that works at um Pacific powersports, he got me my pass. for the AIM show so I was able to get in and but they they've definitely helped me out a lot. And actually we're getting ready to go back to California for the sand sports event in September. So Josh is nice enough to fly me out to be able to work that event in California in September. So that that'll be a really good time. But as far as everything else, yeah, I just one hundred percent commission what I sell is what I make. So pretty much being an independent sales rep is like owning your own business. I mean, you're managing all the the expenses. and to some degree you're managing, you know, the revenue that comes in. So yeah, I mean that's a that's a big task. And I you know, as a small business owner myself, I'm the same way. If I have friends and connections in places where I'm going that I can stay with, like that's a huge help. I was staying with a friend for the Gosh, I think I was out there like a week and a half during AIMExpo. otherwise that would have been a very expensive hotel stay in California. Yeah, yeah. It and it's it's really cool. Like I like to be able to be out there with them you know, you talk to them all the time on the phone, but it's like there's nothing like being in person So yeah, Ryan Nitzen that owns the corner coach. Uh he's he actually works for for Cycle News as well. But um yeah, he He gives me a bike every time I go out there, uh, to go to go ride and stuff like that. So it's it's it's really cool. once you're in this side of the industry, it's a lot smaller than you think it is. Like everybody knows everybody. you know, and then when 'cause like when you're outside, it's just like there's just there's it's such such a big world. But no, everybody knows everybody. I mean We couldn't go five feet at the AIM expo without stopping. Like every five feet we were stopping to talk to somebody. I'm having a great time. This is everything that I wanted to do. I'm super happy. It's it's it is definitely tough though. Uh being like a hundred percent commission and I mean 'cause there's some times where it's like, yeah man, we don't need anything. I'm like, okay, cool guys. Well, thanks and I appreciate it. so it it has its ups and downs, but um I wouldn't trade it. I love it. Do you feel like you kinda had the entrepreneurial spirit before jumping into this job or has this kind of like taught you about it? Um, I mean I've definitely had to uh figure like figure some things out on my own, you know. uh Sid definitely helped me as as a sales rep, you know, 'cause he he came from North Carolina, South Carolina rep for WPS. So he's definitely taught me some stuff. Jason has definitely taught me some stuff 'cause he used to work at Fox and MSR. I mean, honestly, everybody that I work for, they have been really great. Um helping me out, giving me suggestions, uh, trying to get me started, uh, helping me out when like I you know, I I can't I can't get somebody on the phone, they'll call them for me. If if I can't get they'll eventually get a hold of So I will say that's one of the the tougher tasks is is trying to call everyone back with all the brands. Uh so that is something like I'm still like I'm still juggling, like trying to get a hold of like uh get a get a good wrap on. But we'll get there. We'll get there uh eventually. And uh but it gets it gets easier I don't know if you could answer this, but what are some of the reasons that these companies choose to have an independent sales rep instead of somebody that's in house or putting their products through a distributor? some brands just like to have that own more independent style of things. Um, like FXR, they're they're dealer direct. Just like if you were to go to Fox. Fox doesn't have a distributor. like Thor with PU or Fly with WPS, you know, they're dealer direct. So I think it's really brand dependent. Um obviously Factory Effects already goes through parts unlimited. But being dealer direct with Factory Effex, you get more items that you won't have access to with Parts unlimited. I do think there's there's pros to being definitely dealer direct with the actual brand. What do you think separates like a great sales rep from just an average one? I think your relationship and communication with the your dealers. If you don't have relationships, if you're just there just to sell stuff and leave and buy. Um I I had reps like that and I'm like, dude, I don't want them to ever come back. Um, just because they just came in, they would flop a flop a catalog on my desk and be like, Hey, I've got this stuff ready to order for you and I'm like, Yeah, man, I'm not getting it. I don't I don't need it. You know, just just a rep that comes by just to not even just to sell stuff like, Hey man, I was in the area, dropping by, wanna say what's up. Uh just again, just relationships and communication. Um, I feel like I mean, even not even work related, just in life in general. Like if you have those two traits that it takes you so far. You mentioned catalogs too, and I remember the days, you know, um, in my parents' dealership of getting these huge big catalogs. I'm not even sure if companies are really printing them anymore. Um, but when you go in to introduce products to a dealer, are you taking um a catalog? Are you taking your laptop and showing them there? Are you taking physical products to demonstrate and show them? How do you kind of like lead them into new products that you think would be a good fit for them. Sure. So ah yeah, again, kind of going back to uh it'll be kind of dealership d depending, right? Um, so whatever they're they're selling is what I'm gonna bring in. I'm not gonna bring my whole backpack of stuff for every brand that I have just to show Um, you know, because by the time that I'm there, we've already been on the phone. We've already had emails and we've discussed the brands that they want to look at, samples that they want to look at. Um, and I've already sent e catalogs so they they already have it at their desk. Um so normally uh if they're interested in the stuff, the catalogs that I do have paperwise or a book or whatever, I will bring it so that that they do have, they can give it to the part the parts guys. and um but yeah normally just samples of stuff that they want to see. Um if I have actual physical catalogs, I will bring those so they do have. And if I don't have them then I'll just print some out and bring it to them. Um so yeah, just dealer dependent. I I'm still old school. I love flipping through a book. Like I remember being seven, eight years old getting uh a motorsport catalog and just flipping through it all day long. just to just to look at the stuff. but um yeah, so I'm definitely more old school. I like the paper books. So if if I have em, I'm gonna give out for sure. I think and if people like to just hold it in their hands and look at it, I feel like still. I think it's a good reminder too, if they're setting it on the counter or even their desk, it's like, hey, yeah, I need to take a look at that or yeah, I did want to order that versus we were just talking about, you know, before this call, like you get so many emails sometimes, like you look at something and then it just gets buried. It does. It gets it just gets lost. Yeah. Or or they'll they'll have the email, they'll save the the they'll save the file and then it's just locked in the computer. Unless you're looking for it, you're not gonna you're not gonna find it. Yeah, I agree with you. What are some common mistakes that you see dealerships make when it comes to merchandising inventory sales? Like how are you helping them kind of correct some things that maybe haven't been serving them well? I tell this to every dealer, um, especially the parts counter guys because normally they're just paid on commission. So every time that I go in I'm like, I you know, learn what is on your floor. Like take take the time, like when there's nobody in there, go and learn. Like just go do some research on some of the products that you have. Obviously some of the stuff is gonna be pretty self explanatory, but like Say say for instance like uh like a dirtbag mirror. one mirror is gonna fit eight different models of side by sides. So if you have a customer coming in and they have a Yamaha Viking, you know exactly which one it is. You can show everything that it fits. And then also, and this is something I tell the parts managers, you know, a along with some of the sales guys, um, It may look great on the shelf and in a box, but it's not gonna sell itself. So unless it's either on a unit, you know, sell it to a unit. That way when somebody buys a side by side, it already has mirrors, it's already ready to go. There's a, you know, a um a light mount on there, there's speaker mounts on there, it it's already ready to go. You know, and it's already in the deal. Nine times out of ten, they're they're gonna be so stoked that they're getting it, they're not even gonna see the extra two hundred dollars on the tag. Um So yeah, just I think the main thing is I always just try to remind them like, you know, yeah, like it's I know it's probably tiring all the time talking to people every single day, but you know, at the end of the day, this is your check. So learn your products. it's not gonna sell itself. Go out there, explain it and you know, just learn your stuff. sell some of this stuff to a unit already because it looks better on a unit. Some people might not like how it looks in a box, but they like it better on the dirtbike or four wheeler or whatever. So I think I think that's that that's a big thing I always try and uh talk about every time I go. On the flip side of that, are there some dealerships that you've gone to that are like really standing out for doing something different as far as parts, accessories or sales? Is there anything that comes to mind where you walked in and you're like, Hey, that was a great idea? I think a lot of the dealers that I go to, they do really good with their social media. Uh, like if they do get new product, um, then they'll do some little like funny video about what it does, what it you know, what's it for, talking about the product or I mean, even if it's just a new unit. Um, I actually had a buddy of mine that worked at a dealership a couple of years ago. ah he was a big fan of the Ducati's and they had they had got like a brand new model in or something like that. And it was right around Valentine's Day. And they had set him on one side of a table up and the new Ducati up on the other side of the table with like a candle in the middle. And just just like just like little stuff like that is I think if dealerships do more social media stuff, I I mean, unfortunately that's just the way it's going. It just it like Instagram, TikTok, Facebook, it just it helps engage and then if they do, they'll they'll have they'll have like uh like bike nights or, you know, customer pre customer appreciation days, like stuff like that. I as long as they're engaging with their customers and showing customers that they do care about not just their wallet. I think that it goes a long way. Yeah. I think events definitely are always a great opportunity to connect with customers. And then like you said, social media, which, you know, I work with a bunch of event promoters and racers to help them, you know, get noticed and be on social media. And it is a full-time job. I mean, it is really something that takes a lot of time. So a lot I realize a lot of dealers don't have a dedicated full-time marketing or social media person. But even if the different departments or people that are working there can pitch in just a little bit and do like one idea a week or something, it could really go a long ways. It does. It does. thinking about it off the top of my head, like there's one dealership I go to that the sales manager is the social media person. And she does a great job. I mean, great job. so I mean, even if yeah, I I I agree with you. Even if there's not a one person that does it, at least have somebody that knows first of all, knows how to do it.'Cause it is hard. I can't do it. In your experience being a sales rep, have you ever had a product that you knew was immediately going to be successful? Like a brand put something out and you're like, This is gonna be a big seller. Is there anything that that pops in your your mind for that? Yeah, so it's it's kinda funny. I mean it it it really doesn't have anything to do with uh the powersports industry at all. Ryan that owns corner coach, so he has the seat bumps. Obviously it's huge hit, big big success with those things. They they've that they've really taken off. But he has also made uh koozies like out of a seat seat foam, seat bump, the seat material and I can't keep them in stock at any dealer that I go to. this is North Carolina. So we it we're we like beer a lot down here. We're a bunch of rednecks. either the staff buys them before I can even put them on the shelf or or I I'm getting a call be like, hey man, I need another reorder because they they just sell. So I think it's just just because it's so unique. when they go to grab a seat bump, they're like, my god, this is a koozie. And so they just they grab it with it. Uh so that's that's definitely one for sure. FXR is just obviously it's just gear and uh but I will say FXR they've done uh really good with their their fishing stuff, especially since signing Malcolm Stewart. That's kind of launched it pretty high. Um so that even know about their fishing stuff. Tell tell us more about that. Yeah, yeah. I'm still learning about it as well. I I look, I you may think I fish. I don't I don't fish, deer hunt, nothing. if it doesn't have a have a motor, I'm likely not gonna have anything to do anything to do with it. I have a couple uh boat stores myself and I go in there and I am blown away by how much people spend on like waders and life jackets and like UV shirts. it is something that I'm still learning and navigate as well because I'm I'm clueless when it comes to boats and stuff like that. But hey I'm I'm I'm trying to learn. But yeah, so FXR they obviously have their their moto side, then they have their fishing side, then they have their snow side. That's how I first came to know them because I had a client for a couple of years in Snocross. And when you went to Snocross events, literally probably ninety-five percent of people were wearing FXR. Like there was virtually no other snow brand. whether they were racing, whether they were uh just there as fans watching, like that was what I knew them for. And then they've started like getting more into the moto side and I've seen more of that. But the fishing thing, that That was all new to me. Um so that's interesting. Is there a specific product or category that seems to be gaining a lot of momentum with riders? Everybody always uh always just loves when there's new gear releases, I know people that have had the same shirts for ten years, but they will buy a new set of gear every time some something drops. So that's always exciting. so I'm always getting hit up about when when the new gear's dropping or new color releases. If I can show I'm like, dude, I can't. Sorry. Um but I I gear is always number one. Um, just asking about it, products, helmets, anything new. so I feel like at least for where I'm at, everybody just always kinda gravitates towards that and wants to see new stuff and designs and patterns and everything else. Mm-hmm. Yeah, that makes sense to me. if somebody was listening and they want to pursue a career in the industry, maybe even specifically as an independent rep, what advice would you give them to kind of break into the industry? Right. Because I get this question a lot. Yeah, I if they don't have any um relationsh or sorry. Let me let me backtrack. If they don't have any experience like actually working in a dealer, I would start there. Um I just think it just it kind of b it obviously builds your knowledge if they're if they're not already, but um it just it it builds your knowledge. It you kinda you learn how to talk to people. you learn how to uh make relationships, uh get to know people on a personal level. some like the the interviews that I've had for some of the brands, they like that I have that experience. Because they've had even though that they've had reps for ten years that are sales rep, they still they don't have that knowledge of being in the actual dealership other than just just to sell something. Um so I will say I mean, even if it's just two like just two to three years, just go there, learn learn the ins and outs of it. Um, and then, you know, start start with the PRA program. If if you know something else doesn't reach out, um, get try and make as good of a relationship as you can with all of your reps. Even if even if they are bad reps, try and make good relationships with them because they might decide to leave one day. And they can mention your name, try to get you, you know, in the door and get you an interview. but yeah, I definitely think the dealership experience is number one where to start. I think it's good to have kind of a broad understanding or a solid foundation of the industry like starting at the dealership level because I mean those are those are the people buying the products, right? And so no matter where you go from there in the industry, like that's that's your good base to relate to the consumer. So I think that's great advice. Yeah, yeah, I I appreciate that. Let's tell people where they can connect with you online. So whether it's social media or a website. Yeah, so best way to get up with me honestly is just my Instagram. it's uh @ChaseBailey918. I use that just as much as I use my email. Uh just to kind of get get in touch with people. but other than that, my email it's chase at Phoenixhandlebars dot com. really appreciate you being on the show and it was great to reconnect after meeting at AIMExpo and I look forward to, you know, your continued success in the industry. Thank you, Heather. I really appreciate you having me on and it's been really fun. So thank you again. And thanks to everybody for tuning in to Momentum. This has been a production of High Gear Success. If you want to connect to recommend a guest, head to Momentum Motorsports Podcast.com. Until next time, keep the momentum rolling.