DEALER VISIT
Acklams Update
Acklams motorcycles are different to many other motorcycle trials shops as they specialise in only one brand – Beta. They have just refurbished the premises to push the Beta brand even more. Was it just a quick coat of paint? Trial Magazine decided to call in to see what the boys have been up to.
Paul, why only Beta?
We are in many ways a business with older style working ideas. We want a customer to come into the shop and be able view the current range of machines from Beta. If the UK importers bring the machines into the country then we have them in stock. Many times a customer will make a phone call and start asking about a particular Beta model at which point I will ask him to call in and view the machine, the silence on the other end of the phone is sometimes quite funny!
Are you a Beta ‘Anorak’?
Yes! We carry a wide range of spares but if we do not have it in stock we can usually have it with us in twenty four hours. It’s the same with the product knowledge. If a customer has a question on the Beta brand we can usually answer that question and that’s the beauty of just dealing with one brand.
So the first time trials rider or the guy wanting a machine and riding kit can purchase the complete package from the shop?
We carry a comprehensive stock of helmets, clothing and boots to suit a wide range of pockets.
Once again we have good working relationships with the suppliers and we only stock quality brands, ones we have faith in ourselves. Maybe the customer only has the budget to get himself into the sport or it could be the rider who has been around for some time, we carry stock to cover all their needs.
Do you see the same faces in the shop time after time?
Yes we do and it’s good to see this happening. Much of the custom has been handed down from the father to his son who had his first machine from us. We try to build up a good relationship, one which they can trust and we will always give them a good deal on any purchases from the shop.
Which brands will you take in part exchange?
We will take any brand in part exchange because they will nine times out of ten have a new machine from us. This is not just about ‘doing a deal’ as we want the customer to come back time and time again. If he has a Beta from us and likes it he will become
“We carry a comprehensive stock of helmets, clothing
and boots to suit a wide range of pockets.”
a regular and we will hopefully see his face and machine again building up a good working relationship.
Do you keep many second-hand machines in stock?
Yes we do as we want to give the customer the option if he cannot afford a brand new machine. Most of our second-hand stock comes from our customer data base that has a customer purchasing a new machine when the new models appear during the season. They generally look after their own machines as they know I will give them a preferential part exchange price if the machine has been well loved and looked after. It also helps that once they own a Beta we will take in their part exchange which builds up our own secondhand stock of the Italian machines.
Tell us about the brand – Acklams Beta
My son Joel has always ridden in trials and he is sure it’s a positive way of making the customer feel part of the Acklams Team with the branded clothing etc. We also give support to local talented riders who want to further their trials ambitions. I actually enjoy looking at the results sheets and seeing the brand name, Acklams Beta. We also attend many events supporting the Beta brand in the UK as it’s also a very positive way of bringing new custom to the shop. The Acklams boys have obviously been busy at the shop and the business looks to be doing well. Now was that white paint in Paul’s hair or grey hairs? Hmm…not sure!!