Innovation is the creation of something new. And I have been extremely impressed with the innovation I’ve seen from dealers lately.

 

A few weeks ago, early in North America’s COVID-19 crisis, I read a blog. I wish I could remember which blog it was, but the point is it mentioned innovation, and how in times of crisis the companies that innovate find the most success.

 

I wanted to share it at the time, but I’ll admit that in crisis fog, I couldn’t make the dealer connection. When I thought of innovation in crisis, I thought of product innovation. I thought about what manufacturers could do to innovate.

 

But then I realized, innovation isn’t always about a new product but often about a new way of thinking, a new method of doing something.

 

I’ve started to see innovation from dealers in remarkable ways. There are dealers who have never tried video before shooting Facebook Live updates about their business and offering walkarounds to customers who are uncomfortable coming into the store.

 

Dealers are trying virtual boat shows, or exhibiting at NMMA virtual boat shows. They’re experimenting with all sorts of new methods to sell from a distance.

 

Dealers are allowing their staff to work from home, focusing on relationship development with customers and prospects.

 

Dealers are working on their long-term plans, tackling those projects that were deep down on their to-do lists, the important but not urgent.

 

Dealers are partnering with each other, working with their marine trades associations and working with the MRAA to get essential business status and fight for their place within new laws.

 

Dealers are reaching out to boaters, encouraging social distancing on the water, to prevent waterway shutdowns in their area.  

 

Dealers are enrolling their staff in training, making sure everyone is sharper when business gets moving again.

 

Sometimes we all get stuck in “that’s the way we’ve always done it.” Well, the way we’ve always done most things aren’t feasible or aren’t allowed right now. So we’ve had to innovate. And, dealers, you have answered that call.

 

You are resilient. You are showing adaptability and flexibility. And you’re innovating. And with that push, we hope you will all succeed, drive forward and come out of this crisis stronger than before. As an industry, we’re in this together, and we’re all rooting for each other. Let’s keep that momentum going.