Elevate Communication, Marketing and Lead Generation for Your Marine Dealership

By Bryan Tierney, Lightspeed Sales Engineer

In today’s rapidly changing marine industry, communicating effectively with customers has become essential for success. With rising customer expectations and an increasingly digital-first approach, many marine dealerships are finding that texting offers a powerful way to keep customers engaged, informed and satisfied. Integrating texting into your dealership’s communication strategy can not only streamline operations but also elevate your marketing and lead generation efforts.

Why Texting is Ideal for Marine Dealerships
Marine dealerships face unique challenges, especially during peak boating season. Constant phone calls, voicemails and long wait times for service approvals can hinder productivity and customer satisfaction. Texting provides a convenient, quick and preferred method for many customers, allowing for real-time, efficient communication that aligns with the way people prefer to connect today.

Consider this: Studies show that 89% of consumers prefer to interact via text over phone calls and 98% of text messages are opened – with a staggering 95% read within just 3 minutes. By offering a texting option, marine dealerships can meet customers where they are, facilitating faster service approvals, sending instant updates on parts or service statuses and avoiding the dreaded “phone tag.”

Elevate Your Marketing and Lead Generation Efforts
Texting isn’t just a tool for service departments; it’s also a potent avenue for marketing and lead generation. Automated text messages can be used to send maintenance reminders, seasonal promotions and personalized messages for birthdays or anniversaries. By automating targeted follow-ups, your dealership stays top-of-mind without overloading staff with manual communication efforts. These small, thoughtful messages can encourage repeat business, spark interest in new services and turn one-time buyers into loyal customers.

For lead generation, texting enables you to follow up with prospects quickly and with precision. A fast response can make all the difference when potential customers inquire about a boat or accessory, particularly if they are considering options from other dealerships. By responding promptly and personally via text, you create a connection that feels attentive and valuable to the customer.

Charting a Course: Gaining Customer Consent
Before implementing a texting strategy, it’s crucial to get explicit permission from your customers. Compliance with texting regulations, such as the Telephone Consumer Protection Act (TCPA), not only keeps your dealership legally protected but also fosters trust with your customer base. By obtaining consent, you signal that you respect their preferences and are committed to providing a positive experience.

In addition to securing permission, be intentional about gathering key customer information, such as preferred communication methods and relevant details about their interests. This allows you to personalize messages further, enhancing the overall customer experience and ensuring that your messages resonate.

Real-Time Engagement with a Personal Touch
Incorporating texting into your dealership’s communication strategy can benefit every aspect of the customer journey. Here’s how:

• Appointment Scheduling and Reminders: Send automated reminders for scheduled service appointments, keeping customers informed without overwhelming your team with calls.
• Status Updates and Notifications: Provide real-time updates on service progress or parts availability, reducing wait times and improving transparency.
• Visual Communication: Share photos or videos of service work, making it easier for customers to understand necessary repairs or maintenance, which enhances trust and transparency.
• eSignatures and Approvals: Speed up approval processes by allowing customers to sign electronically, streamlining the workflow for both sales and service departments.

Texting offers an efficient, user-friendly communication channel that not only meets modern customer expectations but also positions your marine dealership as a forward-thinking, customer-centric business. By embracing this communication method, marine dealerships can build lasting relationships, generate new leads and increase customer satisfaction across the board.

For more information on texting solutions for Marine dealerships, visit www.lightspeeddms.com/texting/

About the Author
Lightspeed Sales Engineer Bryan Tierney’s journey with Lightspeed is rooted in a lifelong passion for the powersports industry. His fascination began on Saturdays spent with his dad at the local motorcycle shop, where the buzz of new bikes ignited a career-defining interest. Bryan started behind the parts counter at that same dealership over 30 years ago, where he first encountered Lightspeed (an MRAA Strategic Partner), sparking a deep appreciation for its capabilities.

Today, Bryan is a central figure in Lightspeed’s success. He has authored insightful blogs, presented at major industry events, leads monthly webinars and has conducted more than 350 Lightspeed demos in 2024 alone. His dedication to the recreational industry remains unwavering, driven by the same excitement he felt as a kid. Bryan’s extensive industry knowledge makes him an invaluable asset to the Lightspeed team.

Bryan lives in Salt Lake City, Utah. Outside of work, he enjoys spending time in the great outdoors, exploring his passion for the recreation industry and connecting with the community that first fueled his love for the industry.