Let’s say you’re in the market for a new SUV – a big investment these days. You’re torn between two models from two different dealerships. They seem similar from the looks, performance, price and test drive.
The salesperson at one dealership has called to check on you since your visit – “What questions do you have?” He texted and asked how your weekend was, taking the kids to the cabin. He continued to ask, “Where are you driving to next?” The other salesperson? Crickets. You haven’t heard a thing.
Which person are you likely to buy from?
The one who cares enough to know about you and your situation and why you need the bigger vehicle (that ride to the cabin was cramped), or the one who seems to care less if you return to buy?
Touchpoints & Rapport
Our boat buyers are thinking the same. And boat sales follow-up is especially delicate due to how many prospects don’t buy on the first visit.
During the pandemic, dealers shifted quickly from nurturing prospects to closing fast and keeping customers engaged while waiting on inventory. But now, the buying cycle has stretched again – and follow-up needs to return to the forefront of the sales strategy.
Rebuilding the Follow-Up Mindset After COVID
It’s time to flip the follow-up process back to support the 187-day buying cycle we were managing pre-pandemic. If you want to outperform the competition and become the top salesperson at your dealership – or even in your market – you must “Get Real about Follow-Up or Get Gone”, says Jordon Schoolmeester, a top-rated Dealer Week educator.
How to Structure an Effective Follow-Up Strategy
Boat sales follow-up is not a linear process. It involves multiple touchpoints through multiple channels: return visits, phone calls, emails, and texts (with permission).
Your goal is to stay top-of-mind and build trust. Most boats don’t sell themselves – and if your dealership isn’t visible or persistent, buyers will move on.
Tactics for Modern Pre-Sale Follow-Up
One simple message or call can make all the difference. Thank your prospect for visiting. Send a link back to their dream boat. Call the next day to continue the conversation and answer new questions.
Your follow-up should always:
- Be timely and personalized
- Mix communication methods
- Move the sale forward without being pushy
And yes, even a classic letter can help you stand out.
Your CRM is Only as Good as What You Put In
Update your CRM immediately after each interaction. Note what you learned, what the next step is, and when to follow up again.
Without this, your follow-up process becomes guesswork – and great prospects fall through the cracks.
Don’t Ghost Your Buyers – Follow Up Every Time
Boat sales follow-up is a foundational part of the sales process. It’s how you build relationships, nurture trust, and stay in a customer’s line of sight until they’re ready to buy.
Make it part of your culture, and your team will reap the benefits in both sales volume and customer loyalty.
And make sure you’re following up with every prospect, every time. The Fortune is in the Follow-up!
MRAA Resources to Support Your Sales Strategy
- Explore MRAA’s collection of both free and member-only sales resources
- Train your sales staff with MRAA’s Sales Leadership Certification Program
- Take your entire business to the next level with Dealership Certification
- “Fill in the Gaps in Your Sales Process” – MRAATraining course available to Silver and Gold members
- “Get Real About Follow-Up or Get Gone” – MRAATraining course available to Silver and Gold Members
Editor’s note: this article was originally published in 2023 and has been updated as of May 2025.
