I know, I know, I’ve heard from ALL of you on the phone, emails, texts, Facebook and at dealer meetings: You are too busy this time of year! But to keep this thing called boat sales rolling for years to come, we need to remember to promote the “ING” in boating.
It’s easy when times are good to put off what got you back in the game when sales weren’t so plentiful. During those times, I watched dealers become good marketers and promoters of boating. Many of you found new ways of getting boaters involved in boating, whether it was thinking up a new trip or two for your boat club, adding another fishing tournament, or finding a spare weekend for Demo Days.
These events got your customers on the water and reconnected to their boats and families. Fortunately, a few prospects caught our beloved boating disease and made the jump. Imagine how those efforts would pay off today with customer confidence at an all-time high. But not if we’re too busy for the extra effort.
The dealers that formed the requirements for Certification knew that they needed to do more than just sell boats. They also needed to promote the lifestyle. So, they included requirements for a Certified dealer to have a CRM strategy and a process to keep improving it, as well as a list of customer activities and events to promote boating. The latter keep customers using their boats and move them to mingle with other owners. This gives them a chance to get reinfected with the disease, using their current boat more often or falling in love with one a foot or two larger.
This is especially important right now. It’s only a few days before the biggest weekend for boating. Have you promoted the best place to watch your local fireworks from a boat along with a few safety reminders? It’s not too late. A quick email will create a spark and inject the courage to pack up the family and watch the fireworks from the best place on earth: your own boat.
I’ve seen fireworks in New York, Washington, and at two Boy Scout National and World jamborees. The best fireworks experience is with my wife Carol, directly overhead our boat, with an unobstructed view, my own head, and booms that shake the T-top.
I hope your customers don’t miss a memorable 4th of July event on their boats. Hopefully, it inspires them to think about an even bigger boat next year!
Wishing a Happy and Safe America’s Birthday to all our dealer friends and families!
Your partners at MRAA