Build Your 2026 Blueprint

The marine industry is shifting — and your dealership needs to shift with it. Whether it’s changing buyer behavior, service bottlenecks or improving customer experience, now is the time to stop reacting and start planning. This Spotlight is designed to help your dealership build your 2026 blueprint — a focused, actionable plan to pinpoint what’s not working and assist you and your team to prepare for what’s next.

Gain tools and insights organized into three key areas: Leadership, Sales & Marketing and Service & Parts. Each developmental pathway supplies strategic insights to help you uncover your gaps and offers practical solutions — including Dealer Week sessions, expert tips and downloadable tools you can use right away. You don’t need to fix everything overnight. You just need a plan as you prepare for 2026.

— LEADERSHIP —

Dealer Week Session Teaser: 7 AI Tools That Will Revolutionize Your Dealership with Marcus Sheridan
Dealer Week 2025 Leadership Sessions: Advice from Bernie DeGraw, Leadership Pathway host
Dealer Week Session Teaser: Get WISER: More Than 33 Practical Ways to Improve Your CX with Dan Gingiss
Dealer Week Session Teaser: “7 Levers to Boost Efficiency and Margins” with Dave Newell

— SALES & MARKETING —

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Pre-owned boats can power your dealership’s growth, offering your sales team new opportunities even when new inventory feels uncertain. With the right strategies, you can drive sales, strengthen customer relationships and boost your profitability. This blog from Rob Grant at Lightspeed, an MRAA Strategic Partner, provides you with data-driven insights and proven approaches to help you excel in today’s competitive market. Explore the trends shaping used boat sales and position your dealership for long-term success.

Used Boat Sales
Urgency Story
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You know the struggle: customers love your boats but hesitate, putting off their decision. The solution is creating an authentic urgency story — a real, relevant reason to act now that your whole team can deliver with confidence. When buyers hear that consistent, believable message, hesitation turns into action and your sales start moving forward.

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Today’s buyers expect speed, desire personalization and want seamless experiences. But what happens when your sales process can’t keep up? That’s right, hesitation stalls deals. The right technology shouldn’t create more busy work, but instead simplify, streamline and empower your team to sell with confidence. From automated follow-ups to providing real-time inventory visibility, tech creates clear pathways to move your customers from “maybe later” to “yes, today.” Remember to start small and you’ll understand how the correct tools can turn everyday challenges into long-term growth.

Chis Dominis, Manager of Customer Success and Enterprise Engagement for Motility Software Solutions
Navigating f&I Success
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You can feel overwhelmed when you struggle with F&I in your business. However, the right approach can help you turn it into a powerful driver of revenue and customer trust. In his latest blog, marine industry expert Dom Zappia lays out clear, practical options for tackling F&I — from outsourcing to building in-house solutions —so you can choose a pathway that best suits your dealership. By leaning into training, strong partnerships and the correct product mix, you’ll position your team for long-term success and create happier, more loyal customers.

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Closing a sale is always good, but a well-crafted customer interview afterward protects your bottom line, prevents delivery surprises and turns one-time buyers into loyal dealership advocates. Industry expert Dom Zappia walks you through exactly when, how and what to ask — from verifying deal details and uncovering accessory needs to setting the right expectations and steering payment conversations with finesse. By mastering this interview, you’ll deliver a seamless, professional experience that reduces headaches, builds trust and boosts your dealership’s profitability.

Customer Interviews: A Game-Changer for Marine Dealers
Wake-up call: What's next for marine retail
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In his recent column published on Trade Only Today, MRAA President Matt Gruhn breaks down what’s really behind the weakening boat-sales trends — and why it’s not just seasonality. Learn more about buyer behavior, economic headwinds and what your dealership can do right now to adapt instead of simply waiting for a rebound.

EVENT & TRAINING

The Boat Show Boot Camp, a new pre-conference workshop that precedes MRAA’s Dealer Week 2025, is tailored specifically to help your dealership excel in the upcoming 2026 boat show season. Gain hands-on training focused solely on boat show sales, providing practical tools and proven strategies to enhance your dealership’s performance at this one-day, in-person event on Sunday, December 7, 2025, at the Tampa Convention Center. Led by seasoned professionals with a track record of success, the workshop equips you with the confidence and clarity needed to develop a repeatable, results-oriented plan for your boat shows and events. Kick off Dealer Week by attending this specialty event that will help you to lead your team effectively, ensuring a strong start to the new season.

people at a boat show
Dealer Week Session Teaser: “How to Market and Sell to a Changing Boat Shopper in the AI Era” with Marcus Sheridan
Dealer Week Session Teaser: “Revitalize a Key Revenue Stream: Pre-Owned Boat Sales” with Jordon Schoolmeester
Dealer Week Session Teaser: “Sell More Boats thru a Better CX Online: A Panel Discussion” with Bob McCann
Dealer Week Session Teaser: “Negotiate Win-Win Watercraft Deals thru Modern Mastery” with Marcus Sheridan

— SERVICE & PARTS —

Dealer Week Session Teaser: “Stop Missing So Many Opportunities: Start Marketing Your Service, Parts & Accessories” with Max Materne
Dealer Week Session Teaser: “Close Service & Parts Workforce Gaps (Without Hiring Unicorns)” with Max Materne
Dealer Week Session Teaser: “How Service & Parts Can Keep More Customers Boating” with Valerie Ziebron

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Stories Give Service Data Meaning - MRAA Service Management Special Report