Last July, my good friend Bing O’Meara (publisher of Lakeland Boating magazine) penned an editorial he called “A Simpler Time.” It’s a piece I just can’t forget, perhaps, because it contained some genuine truth about what we are still offering our boating customers every day we go to the dealership.
Bing noted it was July, his favorite month. “It’s my favorite because the summer does not really start until July 1. Warm is here to stay for a few months. School’s out!” he wrote.
To illustrate his recollection of the simpler time he knew growing up, he said: “There were no computers or video games, and even if there were, we probably wouldn’t have played them because we only played outside. . . I want to go back to grade-school Julys – when nothing was organized, pre-ballpoint pen, and the family vacationed with the 12-foot Sebago powerboat and a 71/2-hp Sears outboard. What a life!”
When I think about his reflections, I want to go back to simpler times, too. Consider this: We’re all now living in a time when daily headlines scream at us of terrorist attacks, political indictments, corporate scandals or war casualties. I’m convinced we are all wishing for the comfort and security of a more peaceful and simpler past we can well remember. Fact is, it’s the whole reason the retro-look trend has done so well today in everything from cars to clothes.
Boating was a simple pursuit then, and it still is. Boats are often dubbed “escape machines” or “freedom rides.” They are still as simple as pulling away from the dock and leaving today’s complexities of life on the land behind. Funny, but the farther out we go on the boat, the smaller those complications appear to be when we look back. Ah, the benefits of just messing about in a boat. It’s still the way it is!
Well, July 1 is here again. It’s a great time to remind ourselves of this: We were selling those good, simple times when the industry was booming. Moreover, we’re still selling exactly the same product with all the simple benefits even in these days of sluggish sales. Now, more than ever, a good sales person can easily touch a “hot button” with prospects. Make it a point in every sales interaction to talk about the simpler, easy times that owning a boat can mean for today’s family. That’s what we offer and it’s worth every penny!