In the small town of Milbank, South Dakota, general manager Vincent Yamaura of Midwest Powersports has spent 18 years proving that exceptional service and genuine care can make a business thrive far beyond its geographic boundaries.
Vince's journey into powersports wasn't planned. "I started in the automotive industry as a transmission technician," he recalls. "Out of the blue one day, a buddy of mine called me up and said, 'Hey, this dealership is for sale. Are you interested?' I grew up racing dirt bikes and stuff like that, and I thought, man, if I get into something like that, I'll never work another day in my life."
That leap of faith 18 years ago transformed Vince's career and created a dealership known throughout the region for its service excellence. Today, customers travel from as far as 135 miles away–and in one memorable case, from Spokane, Washington (a 24-hour drive)–to do business with Midwest Powersports. The dealership boasts five gold certified Polaris master technicians, most of whom have been with Vince for over 12 years. "We have a pretty small turnaround here, but that goes back to taking care of your guys," Vince explains.
This dedication to service has earned them a perfect 100 CSI score with Polaris for service and 98 for sales. "Service always has the potential of turning into another sale. If you take care of them on the back end, they're going to want to come see you on the front end,” Vince says.
Among the countless customers Vince has served, one story stands out: that of 11-year-old Harrison. "We had an 11-year-old kid stop in here by himself. Mom waited out in the van. He wanted to know if they had any motorcycles," Vince remembers. After three consecutive days of the boy returning to look at the same bike, Vince discovered that Harrison had never ridden before.
With his mom’s permission, Vince taught Harrison to ride on the road in front of the store. On the fourth day, Harrison's mother returned in tears with life-changing news: "I just want to let you know that you made a dying boy's dream come true. He's got leukemia."
Working with Make-A-Wish, Vince went above and beyond to get Harrison a motorcycle, complete with safety gear and even a party with friends. Harrison achieved his goal of riding in the opening ceremonies at a local off-road park before passing away two weeks later.
"The thing is, he went to a lot of dealers in the area, and nobody gave him the time of day," Vince reflects. "I remember when I was 11 years old, I lived across the street from a Yamaha dealership, and I was in there every day going, 'Man, I wish I had that bike.' So I knew what he was doing."
This philosophy extends to every interaction. Customer reviews highlight how staff use customers' names and even pick up and deliver equipment when needed. "If you put yourself out there in a positive light, you'll get positive reviews in return," Vince notes.
For those considering entering the power sports industry, Vince offers hard-earned wisdom: "Believe in what you're selling. If you believe in the product, it's easy to sell, because they can see the confidence that you have in it. Know your product... And remember, it's just another zero at the end of the day. Don't get too caught up in that side of it, because if you're doing things right in the other areas, everything will turn out well."
Perhaps most importantly, he emphasizes treating everyone with respect: "Never judge a book by its cover. Treat everybody the same. Treat everybody with respect. You never know what's going to happen."
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