• Overcome Customer Objections and Empower Hesitant but Interested Buyers to Take Action

By Tyler Kelly,  Recreational Dealer Field Sales Manager, Motility Software Solutions, an MRAA Platinum Partner

After a trip out on the water enjoying the warm sun and fresh air, how could anyone not fall in love with boating? The 85 million Americans who boat each year would be shocked! However, many people are, in fact, hesitant to fully embrace the boat-owning lifestyle. So, as a marine dealer, how can you get these people off solid ground, and fast? Here are some ways to encourage cautious shoppers to test the waters:

Recognize Potential Obstacles

Before you start engaging these cautious customers, you must be aware of their potential reservations. By acknowledging common hesitations, you can meet your customers where they are and resolve their concerns. Some causes of conflict during the buyer’s journey include:

Purchase price and other expenses

• The price of a boat can be daunting, especially for new prospective owners. Then, add on potential costs for maintenance, repair, insurance, storage, fuel, accessories and toys for activities. This is what’s running through your customers’ minds.   

Complicated dealership processes

• The more complex the sales process is, the more opportunities customers have to fall off the path to purchase. From the moment a prospect contacts your dealership to when they become official boaters, the experience should be as smooth as possible.

Disappointing customer service

• Shoppers who aren’t totally sold on the product itself are even less likely to complete a deal after experiencing a negative encounter with your staff. For example, a hesitant customer won’t appreciate feeling pressured into a sale. They need the right resources and support to feel comfortable moving forward with a purchase — especially for a commitment like boat ownership.

Knowledge requirements

• Boat ownership comes with additional responsibilities such as navigating bodies of water correctly, docking successfully and obtaining the necessary licensing to operate a vessel. Customers may feel overwhelmed by the amount of skill and information they need to become qualified boat owners.

Storage and towing needs

• Another logistical concern for potential owners is where they’re going to keep their boat and how they’re going to transport it to their desired destinations. Maybe they don’t have a garage or it’s not large enough for their vessel. However, keeping it in the driveway leaves the unit vulnerable to environmental damage and outsourcing storage space can be costly and unreliable. On top of all that, they need to have a vehicle with enough tow capacity to transport the boat to and from different locations.

So what should you do about these obstacles? How can you minimize the effects or remove some friction points altogether?

Present Boat Options

If your customers are intimidated by the large price tag and additional costs associated with boat ownership, make sure you present your slightly less expensive options, such as older models, used units, or rental options if you offer them. Additionally, if the overall cost seems to be too steep for the potential buyer, present monthly payment options to shift their mindset away from the discouraging number. By offering financing flexibility, your customers will be able to picture a more manageable cost structure.

Streamline Your Processes

Efficient dealership processes produce faster customer experiences and minimize the amount of time available for shoppers to overthink their decision. To simplify every step of the sale and connect every department with real-time information and consistent records, consider adopting digital tools, like a complete dealer management system (DMS) that automates several tasks and maintains a single record of customer data. For example, if you offer rental services, some DMSs can automate digital contracts and billing, streamlining the booking and reservation process.

Provide Periodic Employee Training

Employee training is essential to ensure your team knows how your dealership’s processes work, how to handle various customer scenarios, and how to showcase your units in the best way possible. Schedule occasional workshops and training sessions to remind or update your staff of new business practices and protocols.

Highlight the Perks of a Boating Lifestyle

There’s a reason so many people dream of owning a boat at some point in their life. When customers are intrigued, but not convinced, remind them of the positives of boat ownership, like:

Socialization

• Having quality time with friends and family
• Becoming a member of an active and fun boating community

Adventure

• Spending time outside in fresh air
• Engaging in various activities (water sports, fishing, swimming, etc.)

Freedom

• Being able to go where you want, when you want to
• Setting the pace and scene of your boating excursion

Although many Americans already own a vessel and engage in boating activities regularly, engaging the interested but hesitant shoppers can increase boat purchases and customer retention. The smoother the purchase experience, the faster you’ll get these customers in and out of your dealership — with their new boat.

About the Author
Tyler Kelly, Manager of Recreational Dealer Field Sales at Motility Software Solutions, brings more than 15 years of experience in the recreational vehicle industry. He has held key roles in dealer sales and corporate account management. In his current position, Tyler leads sales teams dedicated to helping recreational dealers drive efficiency and growth.