It’s late July, and while boats may still be selling for you in what appears to be a record-setting season for the industry, we can all see the traditional slowdown coming. And, as we’ve heard, some of you are completely out of boats right now.

 

So how do you continue to build revenue for your business and continue to deliver an excellent customer experience? Accessory sales!

 

By now, your winter, spring and early summer buyers are fully settled into their boating lifestyle. They’ve become accustomed to what they like about boating and have started to learn to overcome anything they don’t like (backing up a trailer, anyone?).

 

If they weren’t thinking about accessories when they first purchased their boat, maybe they are now. They might be thinking that they’ve brought their boating experience to a 10 out of 10, but now they want to pump up the volume and bring it to an 11.

 

But many of them don’t know where to start. So this presents another opportunity for you to be the expert, the guide, the friend, who helps the customer improve upon their already fantastic boating experience.

 

So how can you promote the accessories that you sell to improve their boating lifestyle?

 

• Well, you can’t deliver what they need without talking to them, so let’s note another great reason to have a follow-up plan.
• As you’re making follow-up calls and sending follow-up text messages, ask the boater what activities they’ve been participating in and what they’re interested in doing that they haven’t tried.
• Push out an email blast to your full database to showcase new, popular, sale, clearance and other products.  
• Use your social media to highlight your customers using accessories. Describe which products(s) the customer is using, how they’re using the product and remind your customers that you sell it.
• Create a video walkthrough of your Pro Shop, focusing on the most popular, visual products on the floor.

 

What types of accessories might a customer be interested in as they enter the back half of the season?

 

1.   Towables: Maybe they’ve been cruising all summer, but their kids are begging for a towable. Showcase the variety that you carry.

 

2.Wakeboards, wakesurf boards, skis and accessories: Just like with towables, your new boat buyers may be out on the water, seeing more and more people participating in these sports. Encourage them to buy their first board, or upgrade what they already have.

 

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5.ummer (or have had one ourselves). Remind customers that you sell sunscreen, tanning lotion, SPF shirts and hats.

 

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There are many other accessories, or parts, that your customers could be interested in, as they become more comfortable with their boat and their boating activities. Take a walk around your Pro Shop and your parts department and make sure you’re marketing what you have.

 

Again, if done right, sharing information with customers about how to improve their boating lifestyle will position your dealership as an expert, guide and friend. And it will drive traffic and revenue back into your dealership, even if you’re out of boats.