Sell More to Tech-Savvy Boat Buyers
Tuesday, August 26, 2014
Posted by: Lindsey Johnson
hyper-informed, tech-savvy boat buyers aren’t merely looking to buy products;
they’re looking to buy experiences. If you’re not prepared to engage this new
wave of Internet-junkie "researchaholics,” who are more informed than ever
about your products and services when they first step foot inside your showroom,
then you’re likely missing out on a plethora of potential sales.
At the 2014 Marine Dealer Conference & Expo, taking place Nov. 16-19
in Orlando, Fla., Mar-Kee Group co-founder and president David Martin will help
attendees ready themselves for the coming influx of Gen X and Millennial buyers,
as well as older generations increasingly taking advantage of new technologies,
and find ways to appeal to them in today’s retail
In his MDCE session, "Sales Strategies for the Hyper-Informed Customer,”
Martin will help dealers understand who these hyper-informed boat buyers are,
how they shop, what they want, and how to ultimately make them happy.
Attendees will walk away from Martin’s session with insight into how Gen
Xers and Millennial buyers differ from previous generations and specific strategies
for selling to them and other tech-savvy buyers. The session takes place Tuesday,
Nov. 18 from 1 to 2:15 p.m. ET as part of MDCE’s Sales Track.
"During the past year, I’ve received several e-mails from dealers who are
being challenged to successfully sell to today’s highly informed prospects,”
explains Liz Walz, director of education for the Marine Retailers Association
of the Americas, which produces the annual event in partnership with Boating Industry. "Learning how to
appeal to this growing group of boat buyers is key to dealership success and
the future of the industry. That’s why we asked David to dig deep into the
motivations behind their buying decisions during this session.”
Each of the 2014 MDCE educational tracks — Sales, Marketing, Leadership
and Service Plus — features five sessions. The Sales Track includes Martin’s
advice on appealing to buyers, as well as strategies on maximizing the
profitability of trade-ins; influencing customers’ buying decisions; reaching women
in the boat-buying process; and turning F&I objections into opportunities.
"In this day and age, it’s more important than ever to be able to relate
to tech-savvy shoppers,” says Boating
Industry editor-in-chief Jonathan Sweet. "David’s session outlines for
dealers how best to approach these sales prospects and communicate with them on
the level that they are most comfortable. The end result: Increased sales and
The 2014 MDCE will offer 30 educational sessions in all, the most the
event has ever offered, including seven Pre-Conference Workshops. The
conference has traditionally included three educational tracks, but in 2014, it
has expanded to four tracks: Leadership, Sales, Marketing and Service Plus. A
Closing Keynote address also has been added this year.
The MDCE is scheduled for Nov. 16-19 at the Orange County Convention
Center in Orlando, Fla. It has attracted an increasing number of dealers every
year since 2007. In 2013, MDCE featured double-digit growth in dealer
attendance, for a total of 615 marine retail professionals. MRAA’s goal is to
grow the event to more than 1,000 dealer attendees. To learn
more, visit MRAA.com/MDCE.
About the Marine
Dealer Conference & Expo
The Marine Dealer Conference & Expo
is the Marine Retailers Association of the Americas’ annual conference and
member meeting. As the marine industry’s only dealer-specific educational
conference, the MDCE offers an in-depth lineup of educational topics, a
full-featured expo hall and a series of fixed networking opportunities, all of
which are designed to help marine dealers connect with and learn from others
who can foster their success. The MDCE is co-produced by MRAA and Boating Industry, and it features
Pre-Conference Workshops, Opening and Closing keynote presentations, four
tracks of educational content and 30 sessions in all. It will be held Nov.
16-19 at the Orange County Convention Center and Rosen Centre Hotel in Orlando,
Fla. For more information, visit MRAA.com/MDCE.