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The drive to continuously grow and improve is at the heart of the MRAA, our members and our staff. That’s why we’re launching this blog: to share what we’re learning in our work and in our lives with you – and in hopes you’ll share what you’re learning too.


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OEM Boat Show support is only the tip of the iceberg

Posted By Bob McCann, Tuesday, February 27, 2018
The take away from another Miami Boat Show is always the amazing amount of manufacturer’s support for their dealers at the show to guarantee their brands are well represented in front of world’s largest boating audience. Major financial investments with impressive displays and reinforced staffing.

I took particular note of the investment because of the conversations we are having with boat builders to help their dealers continue the exceptional experience after the show is over. Once the gates close, all focus turns to the delivery process and the oh-so-critical follow-up for the numerous leads collected. And of course, once they buy, we need to elevate the ownership experience from a customer relationship management and service standpoint.

Nearly every manufacturer supports their dealers during show selling season, but only a few continue this level of support beyond the show, during what all indications suggest is the most critical time of the cycle.

You see, once the boat leaves the factory, the dealer takes over, and to deliver an exceptional customer experience that creates higher customer satisfaction that results in loyalty, repeat business, referral business, raving fans, and lifetime customers, it’s the ownership experience that needs the most attention and investment. This requires more than product knowledge and sales training. It requires that the dealer and its employees are operating on all cylinders in every department.

Our trip to the Miami show proved that there are more manufacturers than in recent memory who are looking to put a focus on dealer development, and we are thrilled to be a part of that conversation. From the numerous performance-minded benefits we offer, to our world-class educational programs and all the way through to our blueprint for dealership success — Dealership Certification — our one and only mission here at MRAA remains focused on helping dealers grow and find greater success.

This is exactly the reason that MRAA now delivers a one-of-a-kind educational curriculum for our industry’s Certified Dealers. MRAA and its training partners deliver timely real-world dealership development that continues the improvement process for our already strongest dealers — and the brands they represent — with a modern educational curriculum that ensures dealers stay current with up-to-date technology and retail practices.

I encourage you to take a fresh look at what MRAA and Dealer Certification can do for you and your business.

Tags:  boat show  certification  continuous certification  continuous improvement  follow-up  OEM 

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5 Reasons To Engage with the New Certification Program

Posted By Mickaela Giese, Thursday, February 1, 2018
Updated: Thursday, February 1, 2018
The Continuous Certification Program that you all have been hearing about over the past few months has launched!

As we prepared for this day, many dealers asked us how the program’s courses differ from all the other educational content we offer. The answer is, actually, simple: It was designed to do more to help dealers like you improve your team’s results. And real results are worth talking about.

Here are the 5 reasons you will tell your friends about the new Continuous Certification program:

Learning Objectives. To maximize your takeaways, we designed each course with a specific list of objectives those marine dealers who take it should be able to know and do by the time they finish it. The difference maker? Each objective is measurable, so you and your team will be able to track your return on the time invested.

Hybrid Education. The courses were built with all types of learners in mind. Yes. Even you. You have probably heard of those who are visual learners or those that learn best through listening or doing. Well, the program has a variety of content to promote the engagement and retention of each type of learner.

Real-World Application. The program is for marine dealerships. The new insights you gain and strategies you test are designed specifically for the boating business.

Customized for Certified Dealers.
Each semester, the assigned course will build on the processes that you create through the initial Certification process. The content will support your procedures and help you implement change throughout your dealership.

Repetition and Follow-Up.
You have heard the saying, “Practice makes perfect.” Well, research shows that learners do not retain new educational material in their long-term memory unless it is repeated. To ensure the success that comes with repetition, the course material is available to your dealership as long as you maintain your Certification. You (and your employees) can watch it over, and over, and over.

So if you are enrolled in the program, jump into the Continuous Certification process and the results will soon follow. And if you’re not enrolled, see what you are missing out on.

Tags:  application  certification  Continuous Certification  Education  Learning Objectives  Real-World  rentention  repetition 

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Taking on Dealers’ Challenge, Part Two

Posted By Mickaela Giese, Tuesday, October 10, 2017
Updated: Tuesday, October 10, 2017
Certified Dealers challenged us to make Recertification as valuable for them as Certification. So, we’ve spent the past year formulating a plan for how to do that and gaining industry insight into our plan. Read more about how we went about that in my last blog: Time for a Professional Change.

Now, we’re focused on execution. Our mission? Design relevant, timely and high impact education developed specifically for Certified Dealers and designed to drive continuous improvement in their dealerships. We call it Continuous Certification.

As we sketched it out, we knew the education needed to feature the topics that are most important now. Like how do you get a return on the CRM (Customer Relationship Management) software you pay for each month? Or maybe even more importantly, how do you get a return on all the time and money you invest in getting people to contact and ultimately do business with your dealership?

That’s why the course we’re featuring in the first quarter of 2018 is: Taking Your Dealership from Good to Great, by Sam Dantzler of Garage Composites.
This session would be best learned when you need it the most – during prospecting season, also known as boat show season. When you execute a perfect CRM strategy, your CRM efforts will bring more traffic to your boat show display, traffic that you have a greater chance of selling at the show. More importantly, you will learn to start the follow-up process for those who don’t buy at the show and, as a result, sell more boats all year long.
Of course, boat show season is what makes this topic so timely. But relevant? How is this for relevant? Garage Composites estimates that dealers are letting 40 percent of their potential unit sales slip through their fingers, which could be solved through disciplined use of a CRM strategy. Get ready to learn from this session because Sam Dantzler takes this subject personally. He is going to show you how to adopt the core principles to make any CRM system work, including how to generate team buy-in, what data to capture, what to do with that data, and how to use your CRM to increase your customer satisfaction and loyalty.

I’m equally as excited about our second quarter course topic: Improve Loyalty with a Customer Experience Mindset, by Theresa Syer of Syer Hospitality. This is a perfect course for Certified dealers who are always looking for ways to exceed customer expectations.

Let’s get real: We serve customers with very lofty expectations. We are meeting and greeting prospects, many of whom likely drive two or more premium luxury cars, own large well-appointed homes, and have enough money left over to buy a boat that cost as much as a house! What do you think their service expectations might be? 

The NMMA CSI scores show that Certified Dealers already outperform dealers those who are not Certified. Is measuring the buying experience with other boat dealers using the right watermark? Should we look further?

Many of these prospects enjoy vacationing at hotels and resorts managed by the Four Season or Fairmont Hotels. I’m betting we can learn a thing or two from someone who trains and consults the upper end of the hospitality industry – not to mention several marine industry leaders. Someone like Theresa Syer.

Armed with the training this course provides, you will learn to provide a better retail experience, thus positioning yourself to sell more boats with improved profitability and retain more customers.

Stay tuned to this blog for information on the two other high impact topics for 2018: Accountability and Dealership Strategy.

In the meantime, have you and your team taken our Pilot Course, Buyer Motivation: The Key to Building Value? If not, it’s time! Simply sign into with your MRAA username and password, and scroll down to New & Popular Courses at the bottom of the homepage. Don’t have a username and password? Email us at or call 763-315-8043 to receive a username and password today.

The only investment required for this course is your time. We have opened our new learning system to you at no charge so you can experience this interactive, online course firsthand.

This training is sorely needed in our showrooms to make sure that our salespeople are effectively presenting a boat’s features and benefits to each customer. We know that Certified Dealers already have a documented, well-followed sales process. This course will complement your sales strategy and help you close more deals sooner.

Tags:  certification  Continuous Certification  Education  industry insight  Sam Dantzler  Theresa Syer 

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