Selling right now isn’t easy. People are scared to go out in public. Some have lost their jobs or have lost money tied up in investments. Others are just nervous, unsure of what’s next. And some dealerships are being forced to shut down by the government.

But that doesn’t mean it’s time to throw in the towel. In fact, it’s time to demonstrate your leadership, rally your team and cause door swings (even if people aren’t physically walking into your building). That was the message behind MRAA’s Ask the Expert Webinar: How to Sell in Today’s Environment by Sam Dantzler of Garage Composites.

In the webinar, which ran long due to a productive question and answer segment, Dantzler breaks down how to sell right now into four steps.

Step 1: Tell them you’re open. If your physical dealership is open, let customers know. You can do this via social media, email or other forms of communication. Dantzler recommends using video on Facebook Live because the sincerity you can express about staying open to serve their needs and continue to employ your staff will ring through via video. If your doors aren’t open, but your website is, or your service department is, or your marina is, let people know. Continue to let customers know your status, so they’re aware.

Step 2: Reassure them: We’re being socially responsible. Follow all Centers for Disease Control and World Health Organization guidelines and share with your community that you’re doing so. Some dealers are being harassed by the public for staying open. Inform your customers that you’re staying open, so your staff can continue to receive an income, and so your business can survive.

Step 3: Explain how you can safely serve them right now. Offer alternatives to walking into your building. Provide curbside pickup for boats coming in for service. Offer one-on-one appointments for those looking to buy. Perform live video walkthroughs for customers interested in your boats or accessories. Prep as much paperwork as you can in advance to make the buying process quick, easy and contact-free, while staying within legal compliance.

Step 4: Overcommunicate. This goes along with Steps 1-3. Frequency sells, Dantzler explained. Keep your messages positive and upbeat, and share often and through any and all of your communication methods. As things change, communicate that as well. A little bit of levity, when appropriate, also goes a long way in your message being seen and heard, such as using toilet paper as a door prize giveaway. Liz Walz of the MRAA offered a lot of dealers’ communication examples within the webinar. These efforts will “cause the door to swing” and get customers interested in buying from you now and in the future.

In addition to these four steps, Dantzler covered tips for your Customer Relationship Management, dealing with employee relations, creating an opening and closing checklist and more. To watch the full webinar for free, click here.