What is the most impactful lesson you learned about consumers during this selling season?
“Consumers are more than ever confused about what a boat costs. Some manufacturers post a (too low) retail selling prices then hide the additional fees which make the customer irate in the dealership. Bottom line dealerships with less than 5% net margin are not worth owning.” – Jim Sabia, Top Notch Marine
“Even our higher end $150-200K boat customer does not like a $600-700 50HR service bill.” – Greg Silver, Water Sports Central
“They want the lowest price, they DO NOT want the “sly or sneaky Sales Person experience” They want more tossed into the deal like bumpers, ropes, jackets, storage, etc.” – Brandon Mick, Indian Lake Marina, Inc.
“Today’s consumers have a vast array of tools to shop. Now more than ever, you have a very small window of opportunity when a buyer is knocking at the door. Often times a consumer will “overthink”, or find other deals if it drags out to long, so always be closing, but tactfully and without appearing to pushy or desperate. Building a connection or relationship with the consumer is still your best ally.” – Mike Osmanski, South Bay Marina
“…the selling season you really find out how well systems you’ve put in place are working. Customers, at least most of them, prove time and again just how patient they can be. As long as the lines of communication are open and they are kept abreast of where their boat is in the process, most of our customers can be very easy to get along with.
People understand that a boat purchase is not like a car purchase and spot deliveries rarely happen, so there is typically a few days of lag time between when a customer agrees to purchase their new boat and the time they are able to take delivery.
Since a boat purchase is usually something fun versus a necessity, customers in our industry tend to be much more relaxed about the process. Of course, they are anxious to get on the lake in their new ride, and we are just as anxious to get them there, but I feel they give us a lot more latitude than they do with other purchases where timelines are concerned. And the more experienced the boater, the more latitude they seem to offer.
The trick is not taking advantage of this attitude, and keeping the customer informed and excited throughout the process.” – Rob Poindexter, Blackbeard Marine
“We have learned that our users want a better online/digital experience. Everything from their first touch points on social media and YouTube to our website personalization experience. Our customers are affluent and have very little time. We need to help them shop for their boats, service their boats and use their free time in a much more efficient manner. Our Online Boat Shows are a testament to our dedication to changing the way our customer shops to fit their ever changing lifestyle and their needs.” – Abbey Heimensen, MarineMax
“Time is becoming more and more important to them. Seeing this out weighing cost more often. Has become part of their value calculus.” – Joe Lewis, Mount Dora Boating Center
What lesson did you learn? Tell us below in the comment section!
