If it was ever easy to cultivate customer loyalty, it’s no longer so, thanks to the Internet. Customers can now routinely research products, features, prices and competitors. Loyalty can be fleeting, customers unreliable and erratic. How, then, can dealers garner customer loyalty?
In what might be the best theme yet to lead the industry’s national Discover Boating campaign this year, “Vacation on Demand” will really “sell” what boating is all about. Moreover, it’s a theme that every dealer can identify with, adapt and capitalize on.
I recently had the opportunity to observe the making of an exciting new video that will soon be added to our industry’s national Discover Boating campaign.
Every day I go to my email and I realize I’m on a lot of lists. I admit I subscribe to many marine-related and general-business websites and newsletters. A lot from dealers. But when I see each day’s incoming email list, the real question is: How many will I open versus those sent unread to […]
I’m supposed to respect my elders . . . but now it’s getting harder for me to find one.
How do you define customer service? It’s all of the interactions between a customer and a dealership as the dealership aims to provide the right product during the sales/delivery process. And it’s so much more. Good customer service actually adds value to the product and strives to build an enduring relationship.
Some experts call it “the speed of shame.” It’s the lightning-fast time it takes today for a disgruntled customer to make a dealer look bad to hundreds or thousands of other people.
One of my favorite authors, John C. Maxwell, says: “Everything begins with leadership.” I agree. But looking one step further, I’m convinced that to be a successful leader requires a genuine daily passion for the boating business and the good that emanates from it.
It’s not likely that the Russians will launch a cyberattack on a boat dealer. It seems they have a proclivity for interfering in elections. But the truth is that the majority of small businesses like marine dealers are vulnerable cyberattack targets and most — 79 percent — do not have a cybersecurity plan.
The story you’re about to read is true. Only the names have been omitted because it’s never my goal in writing Dealer Outlook to embarrass anyone – unless it’s some bureaucrat handing down a policy that has less to justify its existence than an 8-track tape player.
The theft of outboard motors and electronics is an industry problem we don’t talk about much, but we should. That’s the position of the Marine Industry Association of Southwest Florida as it convened a special one-day forum to address thefts.
There are many who argue that the highest priority for a dealer should be attracting new customers. Indeed, no one can deny the importance of a stream of new prospects. But I would argue that it’s at least as important to retain existing customers. And in order to know the best way to do that, […]
A strong boat show, reduced sales taxes, a sales tax cap and more money for dredging. These are just a few of the successes the Marine Trades Association of New Jersey has brought about for its members and it’s a great example of why every dealer and marina operator should be a member of their […]
As a demographic, baby boomers are said to hold the most wealth while millennials are now the largest generation in America. Sandwiched in between is a relatively smaller — but likely more important — group to boating best known as Generation X.
Call them signs of the times or “good times to be in the boat business,” as National Marine Manufacturers Association president Thom Dammrich said in his recent State of the Industry report in Miami.
It was a blustery 20 degrees, with snow on the ground and a frozen lake, when I walked into the showroom at Ohio’s Buckeye Sports Center to look over the new Super Air Nautique G-21. Its styling and dramatic surf graphics made the boat an immediate turn-on.
If you’re like me, you enjoy listening to good motivational speakers or reading notes and articles that contain good ideas or adaptable tips. Here, then, are a few I’ve collected from some sources known and some not. Perhaps there’s a gem or two in here for you today:
It’s been a while since we’ve seen so many boat shows see a surge in attendance, but it’s happening. And, while we’re talking shows, research by Discover Boating identifies some key mistakes dealers can make during and after the show.
I addressed the annual meeting of the Lake Erie Marine Trades Association last Friday during the Progressive Mid-America Boat Show in Cleveland. I was happy to see the show going well, but my real pleasure was getting to talk to many dealers I have known for years. Their conversations and outlooks always give me perspectives […]
I’m not suggesting that Russian President Vladimir Putin will order someone to hack into your computers, but the current media feeding frenzy over hacking brings into focus the fact that cybersecurity is a real risk for small businesses, including boat dealerships.
A rising tide lifts all ships and the economic news surrounding the opening of the industry’s winter boat shows is the best in a decade.
Here’s an early Christmas present to open. As you do, you’ll learn that boaters are leaving faster than we can replace them. Fifty-four percent of first-time boat buyers in 2005 have bailed out. Between 2000 and 2015, first-time new-boat buyers dropped from 175,000 to 69,000.
As an avid boater and angler, I’m a conservationist and an environmentalist, albeit not one of those raving activists that are more unconnected from reality than Willy Wonka in a chocolate factory. Still, I am one to applaud the good news of actions that can legitimately protect our oceans and waterways.
We’re now a little more than two weeks away from the new federal regulations that will affect more than 4.2 million paychecks. And it’s likely that dealership owners have been procrastinating, focused instead on the Northern winter haulout, fall boat shows and the like consuming their days.
You are what you do, not what you say you’ll do – Carl Jung
Your customers exhibit the loyalty for which every dealer hopes. However, when you seriously analyze your sales results, you don’t really love your numbers. They’re flat. What’s up?
Who wouldn’t like a piece of the $16.2 billion-plus expected to be spent on this year’s Small Business Saturday, which occurs on Nov. 26?
“You don’t need a title to be a leader!”
You’ve made a genuine effort to clearly define a customer-centric culture in your dealership and introduced it at a special all-team presentation. But they just don’t seem to get it and the truth is you were bound to fail.
Dealership profitability or customer loyalty: which is more important? Also, major changes announced by states surrounding Lake Michigan are an example of the double-edged sword that invasive species can be to fisheries.
I must be living in a vacuum. I thought performance-enhancing drugs were mostly for the Russian Olympics team. I’ve never thought about them in the context of our colleges … or boat dealerships?
There’s more than one reason that boating is struggling to attract millennials, but the problem of student loans is high on the list. Is it a crisis? Yes.
It’s just eight weeks and counting down until dealerships will have few choices when the new overtime rules proposed by the Obama administration go into effect on Dec. 1.
The opening of the International BoatBuilders’ Exhibition & Conference this morning in Tampa was surrounded by good economic news and an anticipation of large show crowds.
We need more first-time buyers. Is there anyone in our industry that disagrees with me on that? But let’s be clear: to get them will require an understanding of who they are and how they roll.
Last weekend I joined others from my church to paint a house as part of CareFest USA, a community service day that unites businesses, churches and community organizations with hundreds of volunteers to beautify and repair homes and beautify neighborhoods.
If you sell fishing boats of any size and style and you’ve never taken time to look over www.takemefishing.org, you haven’t seen one of the most comprehensive consumer campaigns that directly supports our industry and offers dealers great content.
I don’t know about you, but I’m getting pretty tired of TV reporters and presidential candidates trying to convince us the economy offers us less opportunity than a Somalian smuggler. And, while we’re at it, let’s hear it for those so-called economists (cough, cough) that claim the economy could tank at any minute.
The completion of an economic impact study by the Marine Industries Association of Florida is a model for others, while the Marine Retailers Association of the Americas will be tackling the new overtime regulations in an upcoming webinar.
Dealers who know the importance of investing some time and money to stay ahead of their competition will find themselves heading for the Sunshine State twice before Christmas.
I had to call my bank the other day to resolve a problem I thought would be quick and easy. When I finally got a human, my expectations for fast resolution started downhill.
I get it. You’re thinking: “Norm lives in Florida. It’s called the Sunshine State, except during hurricane season when it’s better called the Plywood State. So he’s become paranoid about hurricanes.”
As you read this, salespeople on the docks for today’s opening of the Progressive Chicagoland In-Water Boat Show are likely grappling with this very issue. Let’s face it: we’re not an industry that builds cheap boats. So what’s a salesperson to do?
If you’re a dealer in Massachusetts, you now have new restrictions on your ability to make employee compensation decisions. Simply, you can no longer ask a prospective employee about their salary at their current or previous jobs.
The 2016 Marine Dealer Conference & Expo added a key session on marketing to its growing educational offerings. Meanwhile, the serious national problem of algae blooms in our waterways continues to get worse.
If you have a social media marketing program and can’t nail down its ROI, you’re not alone.
I watched baseball’s All-Star Game Tuesday night and, while I enjoyed seeing so many of this year’s top ball players, I was most impacted by the pause in the game when everyone stood up to hold a card with the name of someone for whom they were “Standing Up To Cancer.”
Ah, the Fourth of July holiday weekend. Gotta love it.
These days, any marketer can throw up a tweet with a hashtag, post a blog or tag something on Facebook. But a successful marketer knows that email is still the best way to reach out.
If you think the matter of the new overtime rules or the amount you pay as a retailer in swipe fees are all finally settled, think again. There’s a move in Congress against the new overtime rules (do I hear applause?) while the reductions in swipe fees might go out the window (boos and jeers).