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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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Make Meaningful Connections, Always

Posted By Mickaela Hilleren, Wednesday, June 27, 2018

You never know when you are going to meet someone that will change your life. The woman you had a conversation with while waiting for take-out might turn into the future you’s best customer, or your mailman who you see every morning may become your best source for referrals. How are your current, everyday connections shaping your future success?

Tricky question, right? Some of you are natural sales people who do not struggle with asking the “right” questions or directing conversation in order to learn more about others. Unfortunately for the rest of us, connections and the act of networking, does not come as easy.

The MRAA team recently attended a conference that held an entire session on networking. The speaker introduced the idea of ROR, return on relationships. His idea was that when you turn the conversation away from making a sale you could find yourself building a lasting relationship that will continue to drive ROI well into the future. Any interaction in any place could lead to a relationship that leads itself to a sale.

This idea isn’t exactly profound. We have all heard that relationships = ROI, but are we truly taking full advantage of this idea? Just think about this and don’t forget to say hello to your mailman in the morning!

Tags:  connections  continuous improvement  Education  networking  ROI 

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5 Reasons To Engage with the New Certification Program

Posted By Mickaela Hilleren, 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 Bob McCann, 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 MRAATraining.com 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 info@mraa.com 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  MRAATraining.com  Sam Dantzler  Theresa Syer 

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No time for training

Posted By Bob McCann, Tuesday, March 21, 2017

During my early days running a dealership and then later at Channel Blade, we constantly made or heard the excuse: “We don’t have time for training. We need to work the phones or sell or fix something.” 

We learned later that not dedicating time to training cost us a ton in wasted time! Not to mention lost customers and sales because the crew wasn’t up to speed on their product, the competitor’s products, or the sales skills to help people buy.

Dealers today still find it difficult to dedicate time for training. That was the subject of a conversation I had with Liz Walz leading up to MDCE 2016. If you know Liz, you know that she is extremely passionate about dealer education and works vigorously to produce hours of training on multitudes of topics by industry experts, available at MDCE and MRAA.com in the MRAA Resource Center and MRAA Interactive Virtual Training System. She gets frustrated knowing that dealers are struggling to take advantage of training that could make a real difference for their team.

That’s where I came in. Liz asked me to create a training workshop at MDCE to show dealers how easy it is to create a simple plan to educate their people without adding more hours to the day. Fortunately, Liz asked me early in the year, as it took most of that time to find ways to make the process simple, with just a few steps.

We gave the workshop at MDCE, offering a complementary workbook to help attendees learn:

  • The why behind training
  • Who needs training
  • How to define your training needs and set training goals
  • Where to find training resources
  • How to schedule training
  • How to track and assess the results

It’s really that simple: determine who needs training, what training you need, what’s the goal for the training, find the training, and then schedule it! Schedule it? That’s the problem! We can help you find unique ways to work training in more often without working longer hours.

Now, we’re taking the research we did for that workshop and expanding upon it, transforming it into an MRAA Guide to Training that will walk you and your team through the planning (and if needed, budgeting) process from start to finish, offering you the chance to customize your strategy to fit your dealership’s and your team members’ unique needs and interests.

We spend time on getting buy-in from both employees and management. You simply need to find out what your crew wants to learn and keep it in line with management’s priorities. As we mentioned in a recent blog on job descriptions, marine dealers can see a big benefit from performance evaluations. This is yet another reason for them: So you can find out what your employees want and need to learn, instead of just checking the box that you did training. Click here to access the MRAA Member Resource: 10 Tips for Marine Dealership Performance Reviews.

Lastly, to keep training perpetual in your store, it’s important that every course your dealership attends or conducts has a goal and that you track the results. We are confident that when you train on a certain area, you will get better results in that area. When you get better results, you will keep doing what got you the results.

Tags:  education  resources  time management  training 

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