"I don't know why we didn't do this earlier": ODL at NPDA webinar

Every dealer knows exactly when it happens. The customer comes back from the test ride. Their eyes are lit up. They're already imagining the rides, the trips, the weekends. They're ready to buy. And then... the slowdown happens. The desk is backed up and can’t get out the first pencil, or the one guy you need is off helping someone else.  

Sales walks the deal to the desk. The desk walks it back. F&I is juggling lender portals, menus, paperwork, and approvals across five different lender logins. None of them is talking to each other.

A sticky note gets lost. The clipboard gets passed around. Someone has to rekey the same info for the fourth time.

And the customer? They're sitting in your showroom watching their phone, looking at the time pass, then start exploring other dealership offers and wondering if this was all a big mistake.  

By the time the 1st pencil hits the desk, they're not buying: the excitement has been lost, and they are now OUT OF TIME. They're enduring a transaction.  

That gap, between "yes" and "delivered," is where deals get smaller, friction climbs, CSI scores drop, and sometimes the sale walks out the door entirely.

That's the gap we built One Dealer Lane to close.  

Recently, NPDA hosted the founders of One Dealer Lane – Jason White, Michael Graves, and CEO Param R. – with 50+ years on the floor, penciling powersports deals between them.  

Why we built One Dealer Lane

One Dealer Lane was never dreamed up by a tech company that decided powersports looked like a fun market to disrupt. It was founded by two powersport dealers, for powersport’s dealers.

Jason White has spent 30 years at Fay Myers Motorcycle World, moving over 2,500+ units a year and 300 units in a single summer month.  

Michael Graves has been a powersports dealer principal nearly 20 years, running Steamboat Powersports across multiple rooftops in tough mountain markets where you can’t afford a wasted hour or a missed deal.

As Jason put it on the webinar: "Powersports has always been about 10 or 15 years behind the automotive space from a technology perspective. We saw a gap in the way in which powersports was able to retail and present products."

We watched our own teams burn time on redundant data entry. We watched salespeople leave excited customers sitting alone while they walked to the desk. We watched F&I managers fight six disconnected systems to close one deal. We tried plugging automotive software into our stores. It didn't fit.  

Powersports has multiple trades, multiple units on one deal, seasonal rushes, snowmobile-only stores, marine cross-overs, single-point-of-contact sales models, four-square traditionalists, and everything in between. Off-the-shelf automotive tools are not designed for this and just don't bend that way.

So, we partnered with Param, who was the lead developer behind the middleware platform App-One. Many know that it is the system that lets hourly employees from Bass Pro and Cabela’s sell & complete ATV’s and Boats transaction; all over the counter.

We sat down at a whiteboard and asked one question: What would it look like if every redundant step, every duplicate login, every friction point between "yes" and "delivered" simply went away?  

That whiteboard became One Dealer Lane.

The real cost of a disconnected stack

Walk into most powersports F&I offices today and count the logins: CRM, DMS, each lender portal, rating tools, e-sign platform, menu system, compliance check.

That's five, sometimes seven, separate systems, each demanding the same customer information typed again and again. Every re-key is a chance for an error. Every error is a chance for a kickback from the lender. Every kickback is a delay. Every delay is a customer cooling off.

Meanwhile, the salesperson is stuck in a loop: walk to the desk, walk back, walk to the desk, walk back, while the customer checks their phone and starts wondering if they really need a new bike this season after all.

This is the hidden tax on every powersports deal. It doesn't show up on a P&L line, but it shows up in:

• Lost gross from rushed F&I presentations

• Lost product sales from incomplete menu walks

• Lost CSI from customers who waited too long

• And sometimes, the guest gave up, and the deal just walked out the door

When Jason ran the math at Fay Myers over two full seasons on ODL, the result spoke for itself: "We've seen about a $150 PVR increase. Moving to a digital menu system and tracking the consistency of presentations has really driven our PVR number up overall."

One login, one workflow

Here's what makes One Dealer Lane different from every other system that's tried to retrofit automotive software into a powersports store: we don't tell you how to sell. The platform bends and can be configured to you. Not the other way around.  

As Michael Graves explained on the webinar: "This is not a system that you have to change your way of doing business to use. It's modifiable. So, however you do your processes, you can in fact use this system."

Your salesperson works off an iPad to build a quote for one unit or multiple units. The data flows through automatically from the CRM or DMS. Buyer/co-buyer, trade details, unit pricing, freight, prep, taxes – all of the details. It’s all pulled in and calculated automatically based on the street-level taxes or state garage taxing rules, all without ever re-keying a single number.  

Additionally, ODL captures multiple trades, including motorcycles, side-by-sides, boats, and whatever rolls in. We VIN-decode the trade and push it directly to the sales manager via Motomate 123 integration, so appraisal starts while the customer is still excited and sitting at the desk.

When the salesperson is negotiating with the guest and needs a bump or a discount approval, they don't have to get up and walk to the desk. They send an internal alert to the sales managers. The manager opens the deal on their phone or iPad and can see the full profitability breakdown. They can quickly roll out a payment and approve the request, all without breaking the customer's momentum. And they can approve with a simple digital acceptance.  

Customers hate it when a salesperson has to leave them and go touch the desk. So we built tools where the salesperson, while they're still sitting with the customer interactively, can ping the sales manager. And the sales manager can be wherever. They could be back in the service department, unloading new units, and they'll get pinged on their phone.

That's the difference. The salesman never leaves the customer, and the customer never sees the seams.

Digitalizing powersports F&I: Where consistency boosts PVR

For F&I managers, ODL makes an even bigger difference.

Digital credit application is configurable to your process: full-length, short-form, soft pull, hard pull, your choice. Customer fills it out on their own phone, at the desk, or remotely. F&I gets notified the second it’s submittedю

Multi-lender submission with a single dashboard. No more logging into Sheffield, then Octane, then your credit union portal – one screen shows you everything. This will reduce manager exhaustion by simply reducing the toggle tax bouncing back and forth. ODL aggregates approvals, conditional approvals, declines, terms, and rates into one view.  

Additionally, we have several direct lender API integrations with more on the horizon. Using our QuickFill extension tool, we can auto-populate the individual lender portals, saving your F&I team hundreds of keystrokes per deal. One huge feature release coming in June is our CUDL platform that will bring over 600 credit unions live into our platform.

A real F&I menu, not a bolt-on. Build custom menus by OEM, by unit type, by deal scenario. Direct integrations with the major F&I providers, plus PEN, plus the ability to sell in-house products all in the same seamless menu presentation.  

Electronic remittance. When the product sells, it gets digitally registered and stored automatically. No longer will a service writer be digging through paperwork six months later, wondering if that tire and wheel coverage was ever actually sold. Keeping the charges to policy down. The best part is that the policy is 100% of the time activated, and it reduces the amount of paperwork and check chasing that is dropped on the accounting office.

Your own e-signature tool. No additional third-party fees. Customer signs once in your store on a tablet or 300 miles away. Front-end Docs, F&I Docs, legal forms, and even customized forms can be uploaded and combined into one signing event.

Customizable salesman handoff checklists to F&I. This feature alone changes lives & saves wasted time. Define exactly what needs to be done or completed before being accepted in F&I (DL, INS, POI, Trade Payoff, Documents). In Jason’s words, his F&I team likes his sales team a lot more now that they have these checklists for every deal.

The difference you can measure in units sold

Last summer, Sonic Automotive’s Sturgis Harley-Davidson location ran their 2025 record-breaking rally sales on One Dealer Lane, selling nearly 1300 units and collecting 675 trades in only two weeks, all through ODL.

At Fay Myers during a recent tent sale, the team moved 42 units in a single day, 63 over two days, short-staffed in F&I the whole time. One sales manager ran approvals remotely from the ODL dashboard. Cash deals were closing in 20 minutes.

At Mancuso in Houston, customer satisfaction went up sharply. Customers fill out the credit app from their phone. Photo their license. Walk into a very clean, digital deal — not a scratched-up four-square.

Customers feel the difference. They trust the numbers when they’re transparently presented on technology. They trust a process that doesn't make them sit in solidarity while three people walk back and talk about how. They trust a dealer who looks like they're operating in 2026, not 1995.

The owner's dashboard

For dealer principals and GMs, ODL closes the loop with one singular dashboard – everything you need to see about your dealership operations, all in real time.  

Deals quoted. Deals completed. Credit apps in progress. Credit apps abandoned, with a one-click follow-up waiting for you. Total units sold. Margins by segment. F&I PVR. Product penetration, time spent presenting the menu. Number of products presented per deal. Closing rates by salesperson. Inventory age on every unit sold.

For multi-rooftop operators, the value multiplies:  

• Route approvals between stores. Have an F&I manager at Store A underwrite deals at Store B when someone calls in sick.  

• Maintain identical processes across locations, allowing you to constantly measure your process. In tough staffing markets like Steamboat, that’s not a nice-to-have – that’s how you keep the doors open in a shorter season.

And our new AI reporting layer lets you ask plain-English questions like: "How is May trending versus last year by OEM?" or "What's my average PUS this month and what are we trending?" and get an instant answer.  

What holds them back?  

The hardest part of any technology change isn't the technology. It's the conversation that starts with: "That's the way we've always done things."

We get it. Both of the ODL founders still run dealerships. We know what it's like to ask a 30-year veteran to put down the clipboard and pick up an iPad.  

But here's what Jason heard from his best salesperson – his last holdout who resisted the longest – after his first month on ODL said: "I don't know why we didn't do this earlier."

The internet was a fad. Social media was a fad. Digital retail in powersports is on the same curve. You can get on and ride it or just watch it ride by.  

Get a demo to see how ODL can save your time & increase your PUS

If the friction mentioned above sounds like your store, you need a demo where you can see how easily the deal flows through this platform.  

Here's what's on the table for dealers who want to see it work:

• Start with One Lane or Get in the Fast Lane— Modular options (Quick Fill, Menu, or the complete sales-and-F&I platform)

• On-site implementation and training

• Light setup window — most stores are fully integrated with DMS, OEM, & agencies  

• Direct integrations with Lightspeed, major CRMs (DP3, PSX, ELeads, VIN, more on the way), and a growing list of lender APIs

• Special pricing available: Offers range from special package pricing, group pricing options

Ready to see what your store looks like without the friction?

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