Dealership Certification Benefits

As a Certified Dealer, you gain access to a host of exclusive benefits. To increase your ROI on program enrollment, we are continually building and strengthening partnerships throughout the marine industry to deliver tangible benefits for Certified Dealerships.

Take a look at the benefits of being a Certified Dealership below:

Advertising with Bonnier Corporation

Marine Industry Certified Dealerships earn special marketing opportunities with Bonnier Corporation. The MRAA and Bonnier promote Certified Dealers through Bonnier’s Boating and Salt Water Sportsman publications. The promotion includes a custom article; e-newsletter mentions; e-blasts; social media posts, ads and takeovers; a Boating Roundtable Zoom interview, a Boating Spotlight and more.

  • GoRollick Marketplace and Digital Retailing Discount
  • CPYB Certification Discount
  • MRAA Member Discount
    • MRAA members receive discounts on the Dealership Certification program ($200 off of initial Certification) and Continuous Certification ($100 off annually). Certified Dealerships are also the only dealers who can upgrade to Gold Membership bundling your membership, training and Continuous Certification for one price.

  • Manufacturer Support
    • Manufacturer support continues to grow for Certified Dealerships, ranging from co-op funds to reimbursement and more. Check to see if you qualify!

Certification Consultants

When you enroll in Certification, you are paired with a Certification Consultant, who will guide you through the process with tools, resources, advice and best practices. In Continuous Certification, you’ll continue to have access to our consultants, as you seek fresh perspectives, ideas and solutions for your ever-changing dealership.

Certification-only Resources

Certified Dealers have access to a wide variety of resources developed specifically for the Certification program. These include tools and templates to help your dealership improve and get Certified. Some examples are: sample process maps, a comeback lot, a training matrix, a total compensation worksheet and more.

Discover Boating Dealer Finder

Discover Boating allows your dealership to be a part of a strong and focused industry initiative and gives your business the opportunity to share in the benefits from our national advertising and outreach. As a Certified Dealer, your dealership receives a premier listing on’s Dealer Finder, with a live link to your business’s website and phone number. Certified Dealers are also the only dealerships plugged into’s lead system, delivering leads directly from the site to your dealership.

Discover Boating Boat Shows

All Certified Dealerships will be recognized at any Discover Boating boat show in which they participate. As an additional benefit, Certified Dealers will receive 50 complimentary tickets to share with consumers. In order to qualify for these complimentary tickets, you must either be a contracted exhibitor in the show(s) or a dealer working the show with your contracted manufacturer.

Employee Satisfaction Survey

Certified Dealers have exclusive access to MICD’s Employee Satisfaction Survey (ESS). This annual, anonymous survey allows dealers to better understand the working culture at their dealership. It also gives dealers the tools to work with their team to develop solutions for issues that are hampering the dealership’s recruiting and retention efforts. Each dealership location participating in the program receives a 13-page report, showing their store’s survey results, how the store stacks up to Certified Dealers, which areas the dealership is already successful in and which areas they could improve upon.

Exclusive Education

To maintain your Certified Dealer status, you’ll join the Continuous Certification program. This annual education is exclusive to Certified Dealers. It includes timely, impactful and relevant content designed to take what you learned as part of the Certification process to the next level. Courses focus on the three pillars of Certification: Operation, Employee Engagement and Customer Experience. The education can be taken by any and all members of your staff.

Seeking greatness, GDTWF trophies on table
Great Dealerships to Work For

Certified Dealers are the only dealers eligible for MRAA’s Great Dealerships to Work For Awards. These awards honor the dealers who earn 90% or higher on their annual Employee Satisfaction Survey (ESS). Great Dealerships to Work For are celebrated at Dealer Week, MRAA’s annual conference and expo.


Only Certified Dealers get use of the MICD logo. Place the MICD logo on everything you produce: Dealership website, advertising of all types, company brochures, window clings plastered throughout the showroom and service area, signage at boat shows and the shirts of salespeople on the dealership floor.

Press Releases

Once you become Certified, we’ll supply you with a press release to send out to your customers and your local media. We’ll also send a press release to boating industry media, announcing your Certification.

Interested in becoming a Certified Dealer or have more questions regarding the benefits of Certification? Reach out to Stevie Cook at or 763-402-7236.