Encourage Prospects to Buy
Wednesday, September 17, 2014
Posted by: Lindsey Johnson
being aware of it, many dealerships discourage their best prospects from buying.
To stem the tide of runaway sales, businesses need to know what they’re inadvertently
doing to turn prospects away and counteract these measures with positive
momentum designed to win sales and create customer loyalty.
At the 2014 Marine Dealer Conference & Expo, taking place Nov. 16-19
in Orlando, Fla., sales and marketing guru Don Cooper will expose the main
reasons why sales prospects decide not to buy and provide effective measures to
obliterate these excuses, transforming "fails” into sales.
In his MDCE session, "Opportunity Walks: Why Most Prospects Don’t Buy,”
Cooper will help dealers learn how to generate more sales, discover 10
reasons why prospects don’t buy what you’re selling (and it’s not what you
think!), explore strategies for building confidence in buyers, and discuss how
to significantly impact and improve customer loyalty.
Attendees will walk away from Cooper’s session with briefs on the
"Top Ten Mistakes Salespeople Make,” "Six Assumptions That are Killing Your
Sales,” "Nine Words You Should Never Use With Boat Customers,” and much more. The session takes place Tuesday, Nov. 18 from 8 to 9:15 a.m. ET as part
of MDCE’s Sales Track.
"You need to understand why a prospect decided not to buy from you in
order to prevent it from happening again,” explains Liz Walz, director of
education for the Marine Retailers Association of the Americas, which produces
the annual event in partnership with Boating
Industry. "Don will provide dealers with the tools to keep a prospect
engaged and boost their chances of making the sale.”
Each of the 2014 MDCE educational tracks — Sales, Marketing, Leadership
and Service Plus — features five sessions. The Sales Track includes sessions
covering everything from Cooper’s insight into customers’ buying decisions to
strategies for reaching women in the boat-buying process, maximizing
profitability on trade-ins, turning F&I objections into opportunities, and appealing
to Millennial and Gen X buyers, among others.
"Don remains one of the most highly rated and engaging speakers in
MDCE’s Sales & Marketing track for the last several years,” says Boating Industry editor-in-chief
Jonathan Sweet. "He brings an unrivaled level of enthusiasm to his
presentations, making him one of the event’s most popular and impactful
speakers. This is a can’t-miss session for anyone interested in selling more
and building customer loyalty.”
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.