Intent: We need to see that the dealer is promoting boating and the boating lifestyle in their market. In doing this, they should also be getting their name out in front of prospects.
It’s true … everyone loves a good party, especially when boats and water are involved. We are sure you had a great turnout for you latest event. Did you get contact information from those in attendance? And the most recent mail campaign, how was the response rate? Did people respond to your strong call-to-action and contact the dealership?
After the fun is had and the calls come in, how are you reporting, tracking and following up with these potential new boat buyers? Do you have a system that your entire staff has bought in to and utilizes consistently?
This is what the intent of the Customer Relationship Management (CRM) Process of the Marine Industry Certified Dealership program. The program wants to make sure that not only are you spreading the word about boating, but actually following up with your leads in order to sell more boats and getting more people out on the water.
