What is the most impactful lesson you learned about consumers during this selling season?
“That everything I thought before about consumers is still true…when people feel like they have money and economy is good, whether they really can afford it or cannot, they wish to spend money and spend it less frugally.” – Ray Fernandez, Bridge Marina
“Today’s customers sure know where to find us when it comes to – close to – DEMANDING immediate gratification when it comes to service but, when asked about their recent parts/accessory purchases, have all kinds of reasons/excuses why we seem to have been forgotten. We do our best to compete with the Amazons of the world but today’s mobile purchase habits are getting stronger by the minute.” – Ken Grabowski, Custom Marine, Inc.
“We have learned the following about consumers during this selling season:
- Many don’t want to own they want to rent boats
- People do have money to spend
- Many consumers we are finding are looking for more family time
- We are finding our old customers are getting old, retiring and getting out of boating
- Finding a lot of consumers are very rate/payment conscious
- Consumers are not buying at the shows, they are very educated on the product before they even get to the showroom” – Carlton Philips, Prince William Marine Sales
Each month, MRAA connects with dealership management on a timely and relevant topic and publishing their insights at MRAA.com. Tell us what you have to say about this month’s question by commenting below and participating in the conversation. Also, watch for next month’s question.
