All Retail/Dealership Clients


PriSim® delivers a heavy-equipment dealership business training course as part of Komatsu’s leadership and development program. The course utilizes PriSim’s Heavy Equipment Simulation – Test DriveTM. Participants run a simulated equipment dealership in teams, competing for market share and profit. As part of the exercise, each team formulates their company’s mission and executes their strategy through several rounds of competition.

“I thoroughly enjoyed the class. It made you think outside of your own day to day world. You actually got to see what effect your decision in one department did to all of the other facets of your business. We were given a better understanding of how company financials work. The board game was a great eye-opening tool to see the flow of an individual transaction, and all of the areas that just one transaction hits. The Instructors were very helpful and insightful with tips throughout the process to make you think.”
– Dealership Operations Manager, September 2017

“I was impressed with how accurate and detailed the simulation was. I enjoyed being teamed up with people coming from a smaller dealer as I really benefited from sharing ideas and observing other thought processes and points of view. We tried things outside our comfort zone, and even if we didn’t get the expected results, it opened more possibilities and helped us learn more about our own abilities. The program not only contributed to reinforce marketing, finance, accounting, planning and operations concepts, but it also reminded me how important is to combine them in order to run a successful business. The simulation is also really good at demonstrating that tactical decision making must be driven by a clear and well defined strategy; many times we made decisions based on experience and assumptions rather than facts and this had a direct effect on our long term performance. Trial and error, and actually doing is definitely the best way to learn.”
– Manager of Continuous Improvement


PriSim® developed a custom business laboratory for Harley-Davidson titled “RedlineTM“. In the Redline course, attendees lead and manage a simulated motorcycle dealership in competition with other teams. More than 1,000 Harley-Davidson corporate and dealership staff have tested and improved their business skills through the small, medium, and large-market versions of Redline. The course has been translated into seven languages, and run on four continents over the past six years.

“Thanks for helping make this an awesome part of our Field Transformation. I appreciate your professionalism, commitment, and dedication in helping us to deliver some awesome simulations. The PriSim team was very flexible and adaptable when designing a solution that would fit our specific needs. We had a very specific vision, and they ensured the final deliverable was on brand, on target, and aligned with our specific goals and metrics. It is clear that they have an excellent grasp and understanding of financial analysis and business acumen, but, most importantly, they are able to boil it down to facilitate a digestible and simplified dialogue. PriSim delivered some energetic and engaging sessions, which allowed our team to learn and test their skills in a safe, fun, and highly interactive environment.”
– Director, Channel Strategy

“The H-D team is in the midst of retail transformation which included re-defining the role of our global field team. Having worked with PriSim previously, I knew they would bring their H-D brand knowledge and creativity with them to help us re-design a dealer simulation called Redline. This was a highly successful simulation designed for our dealers over 10 years ago. We pulled this ‘off-the-shelf’ and contemporized this simulation specifically for our field audience. PriSim jumped into our strategy and quickly contributed to designing a new Dealer Operations Simulation that aligned with our retail transformation strategy, team building approach, sales allocation, marketing, and real-world consulting challenges. Alongside of H-D stakeholders, PriSim led five very successful deployments for our AP, NA, and LA region field teams. They challenged our field team regardless of the level of expertise each participant had; everyone learned so much more about business acumen, financial analytics, and team decision making!”
– Manager, Leadership and Business Learning

“I had my entire field team experience the Redline simulation. The benefits were two-fold: we learned about the complexities of managing a dealership, and it provided a team building opportunity. The friendly competition was a catalyst for everyone to work as a team to “win”. The [Instructor’s] facilitation and teaching style made this a wonderful learning opportunity.”
– Director, Service Strategy and Technical Communications

“The RedlineTM business simulation provides the staff from the Harley-Davidson dealer network with a unique opportunity to run a dealership over a two and a half day period. Department managers gain an understanding of how they fit in the total dealership operation and how their day-to-day decisions impact other departments and the dealership bottom-line. Dealer Principals are able to use the simulation to test strategic scenarios for their business and discuss strategies for tuning up their operations and the potential short and long-term impacts of selecting those strategies. An often quoted idea from the class is that we are aiming to teach the dealership leadership team ‘to spend more time working on the business as opposed to working in the business’. This course is unlike any other that is currently offered by Harley-Davidson University. The simulation is a real action-learning experience that allows each student to fill the gaps in their knowledge in a team-based environment, be it how to read financial statements, complete a business plan, or understand the basic principals for managing a particular dealership function successfully. The RedlineTM business simulation experience never fails to captivate and enlighten participants.”
– Manager, Business Operations Training

“The Team benefited from the PriSim® exercise in several ways. The hardware and software elements performed in excess of our expectations. This demonstrated that such products can make a positive contribution to a learning experience. The format enabled great interaction and group dynamics. This not only led to higher levels of student involvement, and bolstered the esprit de corps of the entire Team, but furthered their conviction that this type of approach, when professionally prepared and delivered, can work for them in their field consultations. The most beneficial outcome was the ability of the exercise to broaden the perspective and improve the financial skill base of our Team of Service Operations specialists. Their ability to gain the confidence and empathy of the dealer principals they call on has been enhanced. They will bring a more balanced, cross functional approach to problem solving during all their consultations.”
– Director, Service Operations

“I just wanted to let you know that RedlineTM was the most intense, challenging, and rewarding course that I ever participated in over the eleven years of HDU. Your preparation and presentation was fantastic! I have highly recommended it to every dealer principal that I have spoken with about HDU 2002. I hope that the Motor Co. decides to offer RedlineTM to dealer principals and G.Ms in future management training.”
– Dealer Principal

“This program was one of the best we have ever run. I have never seen participants engage themselves so completely with the material. We had to drag them away from the room at the end of the first day. All participants felt that it had increased their knowledge and ability to understand their own business and the forces acting upon it. It gave us a chance to address gaps in the participants’ knowledge on an individual level while at the same time having fun. This course was evaluated the highest I have ever seen by a usually highly-critical audience.”
– Manager, Business Development

“RedlineTM Business Simulation is a powerful and effective business-enhancement tool. The time-honored recipe of lectures, group exercises and hands-on application was rendered even more savory by the dynamic presentations and the spirit of friendly competition. We worked with real world (motorcycle dealership) challenges and received instant gratification in a powerful visual format. Did we hire more technicians to handle the increased demand for service, but pay insufficient attention to market-based remuneration, training, shop facilities, and admin support? Profits and CSI went down and attrition went up. RedlineTM forced us to think holistically about the business. I would recommend this offering from PriSim® without hesitation, knowing that the benefits will show up on your bottom line.”
– Manager, Business Development, Canada Division

Harley-Davidson Europe

PriSim® assisted Harley-Davidson Europe to roll out a new Dealership Planning tool across Europe. RedlineTM, the Dealership Planning and Operations Simulation, was used to teach dealer principals and managers the concepts and techniques of effective business planning. The business simulation and materials were translated into five languages (French, Italian, Dutch, Spanish and German) and classes were taught across Europe. At the conclusion of the RedlineTM course, participants were given copies of H-D’s planning tool and timelines were agreed upon for dealership plan completion.

“Working with PriSim is a real eye-opener. Explaining complicated circumstances in an easy and comprehensible way is one of the PriSim trainer’s biggest strengths. Needless to say, the PriSim simulation that our managers went through was a real good test of individual business acumen and the capability of working together as a team. I can only recommend working together with PriSim if you want to make sure that everybody is on-board and skilled at doing what the everyday operations of the business require.”
– Regional Training Lead SGM, EMEA, July 2015

“PriSim is a rare category of company that delivers exactly as briefed with just the right amount of flexibility and “Glocalisation”, with everything done with a delicate sense of purpose and clarity.”
– Regional Training Lead, Europe, May 2015

“The dealer operations simulation allowed me valuable insight into how my team will approach dealer challenges in a safe and risk free environment.  This will help us support our partners better in future and also provide individuals with identification of their self-development opportunities.”
– Country Manager, Africa, May 2015

“Jeff has the ability to explain the basics of the business entertaining and easy in five minutes, where I have seen others lecturing hours with the same or lesser effect.”
– Country Manager, Europe, May 2015

“I would like to congratulate you on the best European DOT result so far. Thanks to the trainers and DDM´s who have done an outstanding job bringing the RedlineTM Business Simulation to European dealers. I am especially pleased as this is not a one-off training event, but was followed up by the Business Planning tool developed by European Dealer Development. With the practice and thoughts out of the simulation, dealers should have identified gaps in their business, and are following up utilising the planning tool to present their five year plan to HDE subsidiaries. This will lead step by step into the European composite system to be launched by the DDM team.”
– Training Manager, Europe

“Being responsible for the network of dealers in the Benelux, our primary objective in running the PriSim® RedlineTM business simulation game was to assist participants in creating focus for the financial development of their individual companies. Add insights into numbers with the already present gut feeling of the owner and you create an optimal awareness of dealership performance. Establishing the desired Mission, Objectives, Strategy, and Tactics helped participants focus before jumping into at deep end. Add to this the analysis of SWOT and you find the areas of priority to accompany the tasks at hand. RedlineTM provided a clear, structured way of presenting the challenging subject of dealership performance, and you know what – it was fun to do as well! We look forward to the positive financial development of our dealer network and serious growth in volume as well.”
– Manager, Dealer Development, Benelux

“The RedlineTM business simulation game made a real difference in delivering our annual strategic dealer operations training to our dealer network in Europe. The French, Dutch, German, Swiss, Austrian, Spanish, United Kingdom, and International Direct subsidiaries made good use of the interactive and fun format provided by PriSim®. We are getting very positive feedback from all dealer principals who have attended. An outstanding opportunity to share best practice and departmental expert-knowledge in a fun and engaging way. Following up the momentum and positive energy of these sessions we have decided to make RedlineTM the kick-off session for rolling out our business planning approach in all European markets. Our dealers are mostly very positive and cannot wait to implement their insights and learnings from the simulation into their business reality.”
– Training Manager, Europe

“The major benefit of this exercise is the quick feedback you get on the strategy you’ve choosen at the beginning. Also very good is the mixture of practical and theoretical experience and the feedback rounds. …and always a surprise is that the dealers forgot their reservations about their strategy towards their dealer collegues because of the ‘game character’ of this exercise. This never has happened during a ‘normal’ training.”
– Manager, Dealer Development, Germany

“This Dealer Operations Training (event) has had the highest score for a training in Spain ever!”
– Manager, Dealer Development, Spain

“RedlineTM helped us ascertain the level of resistance to change in our Dealer network.”
– Dealer, H-D Europe

“The interaction and well thought-out time management during the course helped people get really involved in the rounds and not lose any focus.”
– Dealer, H-D Europe

“People kept talking about their strategies in the breaks and spare time.”
– Dealer, H-D Europe

“The learning curve in the exercise allowed people to see and learn about a global view of the business.”
– Dealer, H-D Europe

“The International Direct Markets (group) conducted its first RedlineTM training for its key dealers and distributors from all around Europe, the Middle-East, and Africa. The trainer was a brilliant communicator, a knowledgeable and credible expert, and he made everybody enjoy three days of intensive training. From the sidelines I saw the working groups develop as a team, I saw differences turn into mutual understanding, and I saw the competencies of our dealer network grow. I firmly believe that the delegates are all far better positioned to plan the future of their businesses now that they understand them better.”
– Director, IDM Markets

The Berry Companies

PriSim® delivers a dealership-based business training course for The Berry Companies . The course utilizes PriSim’s Heavy Equipment Simulation – Test DriveTM. Participants run a simulated equipment dealership in teams, competing for market share and profit. As part of the exercise, each team formulates their company’s mission and executes their strategy through several rounds of competition.

“I can’t recommend Test Drive enough for any person in any role in any dealer! The course was integral in connecting how various strategic decisions can have broad implications across the organization. In addition, the PriSim team was able to teach to the diverse backgrounds of all participants to ensure everyone got the most out of their training. “
– Executive

“Most small business owners and future leaders are not privy to advanced business acumen courses unless they had the opportunity in college, so the course was very valuable for our group. The simulation is impressive because it combines critical leadership skills into a learning forum that is so different from what anyone has ever experienced before. The simulation is sophisticated so it is impossible to leave without critical, implementable takeaways. The participants learn from doing, have a strong discussion around strategy. The course plays beautiful to the ego of any quality employee willing to participate, want to win and have fun in the process. Our clients were also impressed by the combination of presentation/lecture with teamwork/simulation work. It is hard to keep people engaged for 2.5 days, but PriSim was uniquely superb.”
– Vice President

“Like every business, we are interested in the return on our investments. To me the proof that we find PriSim to be a valuable return on our investment is that we just completed our third year of War Games. Repeatedly, our Leadership Development Program students say that the time spent in simulation is invaluable to realizing how departments and decisions are tied together in our dealerships. How everything that we do and every decision that we make is intertwined to affect every department.”
– Vice President of Operations

“We recently had our executive team, division managers and our management development class participate in PriSim’s Test Drive course and we were very pleased! Every single person that participated found value in the training and simulation as well as the opportunity for team building and friendly competition. It sparked great discussions about the ripple effects that a single decision in one department can create throughout the company as a whole. It also opened our eyes to areas of the business that we might not be as familiar with on a day-to-day basis. Our facilitator kept the group energized and engaged through the entire event. We would recommend this to any company looking for the perfect mix of a fun and interactive but truly educational training experience. “
– Training and Development Manager

“The value of the Test Drive course is to provide a broader experience to those in our organization with a narrower departmental focus.  It illustrates how various departments influence each other.  The experience also shows how different actions influence the bottom line as well the our customer’s satisfaction index. In a condensed time period you can give an employee the benefit they would receive from rotating through several departments, with the end result of a better understanding of how the entire dealership works.”
– President

“Test Drive is the most fun and effective training we have brought to our employees.  Our Management Development class competed against each other in Prisim’s business simulation of construction equipment dealerships.  Our employees reported skills development in strategic planning and plan execution.  Test Drive and and the instructor are awesome.”
– VP Administration


PriSim delivers our Heavy Equipment Simulation – Test Drive™ to dealership and manufacturing staff to build business acumen. In the course, participants lead and manage a simulated heavy-equipment dealership making decisions in equipment sales, parts and accessory sales, service, finance and insurance, staffing, training and timeblocking, rentals, and financial management.

“Test Drive is a fundamental chunk of content that Vermeer offers to dealership high potential talent as part of our leadership development program.  It was chosen for its high impact and high value for helping participants to better understand the importance of finance, strategy, and decision-making, all rolled into one event:

  • Test Drive is consistently viewed as an ‘eye-opening’ experience by Vermeer dealership key leaders, with its biggest value being in driving home the lesson of the importance of interdepartmental connectedness.
  • The Test Drive platform continues to provide our leaders with a risk-free and competitive atmosphere to learn the many intricacies involved in managing a construction equipment dealership.
  • Test Drive by PriSim is a program that effectively drives home the lessons of inter-departmental connectedness, the value of planning, and the importance of understanding how cash flows through a dealership.
  • The PriSim instructors were viewed by our participants to be exceptional in all areas — knowledgeable, effective, and engaging.  They were easy to work with and maximized the value of our time.  I would strongly endorse them and Test Drive to any organization in the construction equipment distribution industry who wants to sharpen the financial and managerial acumen of their key leadership.”

– Channel Advancement Manager, May 2017

Thompson Tractor

PriSim delivers our Heavy Equipment Simulation – Test Drive™ to dealership and headquarters staff to build business acumen at Thompson Tractor, and large regional Caterpillar distributor. In the course, participants lead and manage a simulated heavy-equipment dealership making decisions in equipment sales, parts and accessory sales, service, finance and insurance, staffing, training and timeblocking, rentals, and financial management.

“Thank you for coming to our dealership to conduct the PriSim Business War Games simulation. It was a fantastic two day exercise. I have received positive reviews from all the participants. Our top performing salesman participated in the simulation, and just today he commented to me that it was one of the best learning exercises he has attended in his entire career. We look forward to hosting you again soon.”
– Corporate Training Director

Associated Equipment Distributors (AED)

PriSim® delivers a dealership-based business training course for members of the Associated Equipment Distributors. The course utilizes PriSim’s Heavy Equipment Simulation – Test DriveTM. Participants run a simulated equipment dealership in teams, competing for market share and profit. As part of the exercise, each team formulates their company’s mission and executes their strategy through several rounds of competition.

“As an Association Executive, I was looking for a forum which would give me the experience and understanding to truly understand my industry. PriSim’s business simulation was spot-on and a must for all those who want to thrive in this industry.”
– Senior Vice President and CFO, AED, October 2016

“The AED Foundation has worked with PriSim Business War Games for several years now to bring AED members cutting-edge equipment distributor marketplace simulation events. Without exception, participants give the event their highest marks for both content and instruction. Attendees learn how their decisions impact other company departments, the dealer business as a whole, and the company’s competitiveness in the marketplace. It’s a great opportunity for company teambuilding as well, and the team competition in the event adds fun and excitement to the educational process. You will find that PriSim works very hard to make each event a special experience for those who attend. If you are looking for a truly unique, transformational learning experience for your employees, PriSim Business War Games is a ‘home run’.”
– Executive Director