THE SHOP

Performance & Hotrod Business - May '15

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May 2015 n Performance & Hotrod Business n 25 and results of using full synthetics and the various new low viscosities. A respected shop makes changes with technology." Stacy believes this question is impor- tant, referencing a landscape with fewer shops now than 10 years ago. "Pavement circle track racing seems to continue to decrease in numbers while the dirt world is getting larger every year," he observes. "From a manufacturer's point of view, the shops are wanting to rely on either a WD or a manufacturer to keep inventory. During the downturn in the economy, the shops started stocking less and less because of the small return on investment. Now that the shops are get- ting busier, they are still relying on this also. This has put a burden on some manu- facturers to stock way more product than they have in the past." Increasing Sales With all those factors in mind, what can shop owners do today to increase their circle track sales this year? Fragola's Stacy suggests getting your name and message out in every way possible. "Embrace social media. It's the cheap- est form of advertising out there," he says. "Make your Facebook page the page to visit by posting results from the track or by having contests and giveaways. In the past, we heard a lot from shops stating that the advertising was too expensive and that is why they didn't do it. Use social media to let people know that you are having a sale or that you are stocking a certain line of parts." Jones from Jones Racing Products also encourages the use of social media—while maintaining that local shop feel. (Photo courtesy COMP Cams)

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