Devoted family man Maurice Slaughter says that his Harley-Davidson dealerships, including Bayside Harley-Davidson, are unlike any of his other business endeavors because his customers are his close friends with whom he frequently enjoys weekend rides.
“Customer service is even more important today than it has ever been,” says Slaughter. “It is the key to business happiness and growth. What makes us stand out among our competitors is the fact that we can sense all of our customers’ needs and wants.”
A former Florida Toyota car dealer and Burger King franchise owner in Kansas City, Missouri, Slaughter entered the D.C. Metro motorcycle market 25 years ago selling three top brands BMW, Ducati, and Harley-Davidson. Proudly, he has excelled in every business endeavor he has embarked on.
“My daughter, Tiara, quips that I have been in grease my entire life; from car grease, to burger grease to motorcycle grease,” Slaughter jokes. “I am an extremely grateful family and businessman; for me, it’s all been a wonderful ride!”
He owns five dealerships; Bayside Harley-Davidson and Bayside Ducati in Portsmouth, Virginia, Outer Banks Harley-Davidson in Harbinger, North Carolina; Nags Head Harley-Davidson in Nags Head, North Carolina; First Flight Harley-Davidson in Kill Devil Hills, North Carolina, and District Harley-Davidson of Gaithersburg, and District Ducati in Gaithersburg, Maryland.
With quality always at the forefront, Slaughter has received four “Top 10” and 8 “Top 100” awards from Dealer News recognizing his dealerships as the best power sports organization in North America. In addition, Bayside Harley-Davidson was the recipient of the Portsmouth Small Business of the Year Award in 2010, and Bayside is currently rated as the Best Service Department in North America.
Slaughter attributes his longevity in the motorcycle business to high-quality customer service. “We are all about customer focus. I have a beautiful customer base and it is unlike any other business,” he explains.
Whether someone is looking to purchase his or her first or 10th motorcycle, Slaughter advises that everyone takes the Rider’s Academy Class to learn a wide range of skills from how to make sure your helmet properly fits to why sleeves should be longer on your coat.
Getting into motorcycle sales began with a business decision, and turned into a true passion, says Slaughter. But his first lesson in owning and operating a successful Harley-Davidson dealership was learning how tight-knit the community is.
“In the car business you sell a customer a car and you don’t see them again for three years,” he explained. “But here you sell someone a bike and they are back at our dealership fixing coffee the next morning. Becoming such a bike enthusiast, and part of an extended family, was a positive outcome,” Slaughter says.
“This is really unlike any other business because of the joy of recreational riding and high level of camaraderie; my customers are my riding friends and we go out on pleasant rides together on weekends.”
Not only do his dealerships sell and service motorcycles, but he also offers classes that his customers and his entire family are eager to take. “My wife , and daughter ride, my son takes longer rides, and I take a lot of charity rides with my customers.”
“You want a dealer who is going to spend quality time with you, answer all of your questions, and be enthusiastic enough to have discussions with you. Look for a place that is also going to be able to service your bike, and add different pipes, sound, or a new seat. You want this all-in-one place.”
Slaughter encourages customers to take the bikes for a test ride before they make a purchase. “You get a chance before you purchase a bike to find the lifestyle that fits you, and it is all under one roof!
The success of Slaughter’s motorcycle dealerships starts with his hiring process. He seeks out employees who are positive role models and enjoy working with the public.
“I want someone who can talk to a six-year-old or a 66-year-old and everyone in between,” he explains “I always want to hire people who are completely engaged and listen to our customers. I talk to six prospective employees at the same time during the hiring process and I look for that indelible spirit that brings the most enthusiasm to the party.”
Slaughter is the Chairman and Chief Executive Officer of MS Family Enterprises, which is built on family values, and President of a real estate management company, FNO, Inc., that specializes in restoring and managing historic properties in his native New Orleans.
For Slaughter, his wife, Cynthia, and their grown children, Will and Tiara, being there for one another is everything, and the close-knit family readily enjoy frequent adventures both on land and at sea. “Living so close to Chesapeake Bay, I became involved in boating. I enjoy exploring hidden gems in Annapolis, St. Michaels, and the Caribbean.”
While Slaughter is an extremely hard worker, and always has been, his definition of success is finding happiness within his family. “You have to enjoy the entire ride,” he says.. “You can’t do this for decades to chase a dollar.”
In the future, he anticipates purchasing one or more dealerships, most likely next year, and hiring and training a great staff to ensure continued success.
He also hopes to pass on life lessons to his two-year-old grandson, Chase, the newest addition to the family. “I want my grandson to know that honesty and integrity are foremost in life; you can never bend or afford to lose this value. We love spending quality time together, no matter what we do as a family it feels special to us, and I will never lose sight of this.”
Websites: www.districthd.com, www.districtducati.com, www.districtbmw.com
“We are all about customer focus. I have a beautiful customer base and it is unlike any other business.”
“I talk to six prospective employees at once during the hiring process and I look for that indelible spirit that brings the most enthusiasm to the party.”