Ken Sorley Named 2019 Kevin Lodder Scholarship Recipient

Ken Sorley, owner and President of Marineland Boating Center of Waco, Texas, has been selected as the recipient of the 2019 Kevin Lodder Scholarship. The scholarship recipient was honored on Tuesday morning, Dec. 10, as part of the Dealer Week Awards Luncheon in Tampa, Fla.

This scholarship was founded in memory of Kevin Lodder of Lodder’s Marine in Fairfield, Ohio. Kevin worked in his family’s dealership and was dedicated to the marine industry from an early age until his untimely passing. The recipient of this scholarship receives tuition to attend the Spader Total Management 1 Workshop in Sioux Falls, S.D., and a stipend to offset travel expenses.

Ken started in the boating industry in 1978, as a boat technician.  In 1983, he, with his wife Mary, became the owners and operators of Marineland Boating Center in Waco, Texas.  During that time he has dedicated his life to helping customers create lasting memories. With his vast experience from technician to owner, Ken has deep knowledge as a business leader. Yet he continues to seek even “more tools in which to approach his market” by being a “continual learner,” as noted in his application.

The Spader Total Management 1 Workshop is a five-day program in Sioux Falls, S.D., geared toward decision makers, leaders, and key employees. Topics covered include decision-making processes, business adaptability, pricing practices, inter-department profit plans, and communication skills.

“Anyone who has spent much time in the boating business knows that it takes real persistence and passion for your work to find success,” comments Matt Lodder of Marine Sales Group and the MRAA Educational Foundation Board of Directors. “Those qualities make Ken an ideal candidate for the Kevin Lodder Scholarship. By applying that persistence and passion to what he learns during the Total Management 1 Workshop, he will turn this investment of our Foundation’s funds into real results for him, Marineland Boating Center, and the industry.”

About the MRAA Educational Foundation
As part of its mission to create a strong and healthy boating industry, the Marine Retailers Association of the Americas is committed to offering training, education and professional development opportunities to its members and the entire marine dealer community. In 2004, the association launched the MRAA Educational Foundation, a not-for-profit 501(c) 3 corporation, to provide financial support for education, training and professional development in the recreational marine trades. For more information or to donate to support the foundation’s mission, visit MRAA.com/foundation.

Massachusetts Marine Trades Association Awarded MTA Technical Scholarship

The Massachusetts Marine Trades Association (MMTA) has been selected as the recipient of the 2019 Marine Trade Association Technical Scholarship. The scholarship was presented to Randall Lyons, President of the Massachusetts Marine Trades Association (MMTA), on Tuesday morning, Dec. 10, as part of the Dealer Week Awards Luncheon in Tampa, Fla.
 
The MRAA Educational Foundation’s MTA Technical Scholarship funds will be distributed through MMTA’s existing William Armstrong Scholarship Awards. Bill Armstrong was a boat dealer on the south shore of Massachusetts and an original member of the MMTA as well as serving on its board of directors. Bill felt strongly that education and training are the key instruments of advancing careers.
 
These awards may be given to a Massachusetts resident who is a high school senior or graduate pursuing an education or training at a qualified institute of higher learning, with the intent of entering or continuing to work in the recreational marine industry in Massachusetts up to fifteen hundred dollars may be awarded to a recipient.

Initially underwritten by the OMC Foundation and now made possible by industry donations, the purpose of the MTA Technical Scholarship is to offer financial assistance for technical training of current and prospective dealership personnel. Applying marine trade associations must show evidence of plans to offer a scholarship for technical training of marine dealership personnel in the year ahead and commit to matching the $1,500 scholarship provided to the association, should they be selected.

“The Massachusetts Marine Trades Association shares our dedication to helping marine businesses train and grow their employees,” says Matt Lodder of Lodder’s Marine and the MRAA Educational Foundation Board of Directors. “We are proud to be able to support their efforts through this scholarship.”

About MRAA Educational Foundation
As part of its mission to create a strong and healthy boating industry, the Marine Retailers Association of the Americas is committed to offering training, education and professional development opportunities to its members and the entire marine dealer community. In 2004, the association launched the MRAA Educational Foundation, a not-for-profit 501(c) 3 corporation, to provide financial support for education, training and professional development in the recreational marine trades. For more information or to donate to support the foundation’s mission, visit MRAA.com/foundation.

Sara Anghel Named Darlene Briggs Woman of the Year

Sara Anghel of the National Marine Manufacturers Association Canada has been selected as the recipient of the thirty-third annual Darlene Briggs Marine Industry Woman of the Year Award. The award was presented to Anghel by the 2018 award recipient, Angela Pilkington, on Tuesday morning, Dec. 10, as part of the MRAA Dealer Week Awards Luncheon in Tampa, Fla.

The Darlene Briggs Marine Industry Woman of the Year Award is named after the late Darlene Briggs of Wayzata, Minn., who was admired for her tireless dedication to the marine industry. The MRAA and Boating Industry magazine together present the award to honor her memory. It is offered annually to an outstanding woman who is actively involved in the marine industry at any level. It recognizes long and devoted service, untiring commitment, and the advancement of women in the marine business. The recipient receives an award and a check for $500 to be used for her professional development.

Anghel started her career in the marine industry in 2008 as the President of NMMA Canada. Since then, she has been a tireless advocate for the boating industry with the Canadian government, serving manufacturers and dealers in Canada, as well as manufacturers in the US who need assistance in Canada.

“Sara’s dedication to the boating industry is remarkable,” comments MRAA Educational Foundation Executive Director Natalie Briggs Carlson. “She demonstrates the immense impact one individual can have on an industry across an entire country.”

In reflecting on her own success, Sara recommends a threefold strategy.  First, find mentors who can help you grow; next, learn all aspects of the marine industry, “Women should aim to learn more about the technical aspects of our industry. This will give them the opportunity to engage on multiple levels,” Anghel wrote in her application. This leads to her final strategy, “Don’t Be Afraid to Network!”

“I am passionate about working with the millennial women in the industry to help them build confidence in their abilities, and support them in developing their ideas and voices,” noted Anghel in her application, “Believing in yourself is the key to your success. Transcending preconceived stereotypes is important.”

About MRAA Educational Foundation
As part of its mission to create a strong and healthy boating industry, the Marine Retailers Association of the Americas is committed to offering training, education and professional development opportunities to its members and the entire marine dealer community. In 2004, the association launched the MRAA Educational Foundation, a not-for-profit 501(c) 3 corporation, to provide financial support for education, training and professional development in the recreational marine trades. For more information or to donate to support the foundation’s mission, visit MRAA.com/foundation.

Your Answer to Customer Questions in 2020

Today’s customers are finicky. Technology has given them seemingly endless paths to purchase. They pop up almost as imaginary prospects, clicking on our website, opting out of our cookies permissions, closing our lead forms, denying our chat functions, and never EVER requesting a brochure. We want to believe they are out there.

They’re on our competitors’ sites. They’re comparing and contrasting. Not looking for our expertise. “There are no quality leads out there anymore,” we muse. Quietly, they navigate more than 70 percent of the way to a purchase without us even knowing. Without even stepping foot in our brick-and-mortars.

Then they show up and they’re ready to buy. Behind the scenes, they are evaluating us – our dealership, our receptionist, our sales guy — as much if not more than they are our product. They are harder to please than ever before, wondering how and why they know more about our products than we do. Asking detailed questions that only an engineer could answer. Then they drive away with that new boat and they go back to that technology to grade us and tell the world how we did. It’s a challenging reality out there.

But here’s the thing: While these boat buyers have more choices on where to spend their discretionary dollars than at any point in the history of our earth’s blue waters, they are choosing boating. They are choosing you. Your business. Your sales person. And your product lines. That’s a big deal.

Today, we can measure the massive impact that outdoor recreation has on our economy. And we know that boating is the No. 1 contributor to outdoor recreation.

Take a moment to pause and congratulate yourself because YOU DID THAT. You, the boat dealer. You’re responsible for the success we’re seeing. When consumers choose to go outdoors, they are spending more of their discretionary income on boating than on any other recreational pursuit. You are the face of this boating industry, and of our broader outdoor recreation industry. Take a moment to let that sink in and give yourself a pat on the back.

We have some work to do, however. Despite out significant success and the growth we’ve seen over the last decade, we are seeing fewer people entering the boating market, and we’re losing boaters at an unprecedented clip. Some of this is out of our control – people just have more options. But a large part of it can be influenced by us upping our game. We can deliver a better boating experience that today’s finicky customers will rave about, but the path there is not an easy one.

Over the last year, our team here at MRAA has envisioned a brighter future for our industry. We believe that, together, we can help boating capture more new boaters and turn them into lifelong boaters. A year ago, it was difficult for us to tell you, specifically, how we would deliver on that promise at our all-new Dealer Week event. Today, though, it’s crystal clear, and I want to extend you this one last invitation to join us there — gasp! Next week — and take advantage of all that it offers.

If you, like so many other dealers, want to solve the mystery of today’s customer, Dealer Week actually offers a course specifically geared toward helping you with that. It also offers around 30 other educational opportunities that help you become a better leader and manager and to help you run a more successful dealership. I believe the content and the business solutions found at Dealer Week are perfectly tailored to helping you prepare for all that 2020 has in store for you and your team, whatever that may be.

We don’t envision Dealer Week as an event we’d like you to attend. We envision it as the year’s must-attend solution for attracting more customers, drive more business, and run a more successful dealership. That’s the MRAA vision, through and through.

I hope you’ll join us there.

MRAA’s Dealer Week Announces 2020 Dates, Location

Dealer Week will take place Dec. 8-11, 2020, in Austin, Texas.

Next week MRAA’s newly reimagined conference and expo, Dealer Week, will welcome more than 1,000 industry members to its inaugural edition in Tampa, Fla. However, plans are already well underway for the 2020 event, which will take place Dec. 8-11 at the Austin Convention Center in Austin, Texas.

“The MRAA has many members in the western half of the U.S. —  and in Texas itself — and we hope that by hosting Dealer Week in The Lone Star State, we can expose new dealerships to the educational tools the conference provides,” says Matt Gruhn, MRAA president. “Austin is one of the hottest conference destinations in the country, and we look forward to gathering the industry in ‘The Live Music Capital of the World’ in December of 2020.”

The Austin Convention Center and adjacent host hotel, The Fairmont Austin, are located in Downtown Austin, walking distance from popular destinations like Rainey Street, Sixth Street and Lady Bird Lake.

For information on this year’s event, go to DealerWeek.com. Look for more information and the launch of registration for next year’s event in early 2020.

About Dealer Week
For more than 40 years, the Marine Retailers Association of the Americas has delivered world class educational programming to dealers, retailers and service operations that power the boating industry and serve today’s boaters. Dealer Week evolves as MRAA’s rebranded and reimagined annual conference and expo, a profoundly new event experience designed to engage, energize and empower the dealer community. The MRAA envisions a brighter future for marine retail, and Dealer Week is the preeminent means for bringing that vision to life. Learn more at DealerWeek.com.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, contact us at 763-315-8043.

Industry Celebration at Dealer Week Features Live Music Made Possible by Kicker Marine Audio

The Dealer Week Industry Celebration, which takes place on the Tampa Riverwalk at 8 p.m. Tuesday, Dec. 10, is open to all conference attendees and will celebrate the 2019 accomplishments of the entire marine industry.

Dealer Week, the newly reimagined MRAA Conference & Expo, has updated the format of previous MRAA events in many ways, but one of the most fun might be the addition of a large “Industry Celebration” on the final evening of the event.

The gathering is a chance to kick back and celebrate the accomplishments of the marine industry in 2019 and will take place on the Tampa Riverwalk on Tuesday, Dec. 10, starting at 8 p.m. All Dealer Week attendees are invited to join in the celebration, which will feature food, drinks and live music from award-winning party band Phase5.

The live music is made possible by Kicker Marine Audio, who are also offering Dealer Week attendees a chance to win 1 of 100 sets of Kicker Bluetooth Earbuds, which they will give away at their booth during the event. Additionally, Kicker is offering two $350 prize packages that each include a pair of the company’s Bullfrog Bluetooth speakers. Details of how to win the first prize package, open to all industry dealers, are available now on the Dealer Week Facebook page.

“December is a great time for anyone to take a break and look back on what they’ve accomplished, but it’s especially appropriate in the marine industry,” says Allison Gruhn, MRAA’s Director of Business Development. “Dealers have finally wrapped up winterization and can take a moment before boat show seasons begins. At Dealer Week, we spend a lot of time thinking ahead to how we can make the industry better, but we don’t want to forget to look back at what has been accomplished. This year we’re excited to be able to celebrate in style in Tampa, and we appreciate Kicker Marine Audio for turning up the volume on the celebration and making sure we have a great band to perform for all our guests.”

About Dealer Week
For more than 40 years, the Marine Retailers Association of the Americas has delivered world class educational programming to dealers, retailers and service operations that power the boating industry and serve today’s boaters. Dealer Week evolves as MRAA’s rebranded and reimagined annual conference and expo, a profoundly new event experience designed to engage, energize and empower the dealer community. The MRAA envisions a brighter future for marine retail, and Dealer Week is the preeminent means for bringing that vision to life. Learn more at DealerWeek.com.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit contact us at 763-315-8043.

About Kicker Marine
GO OVERBOARD with KICKER Marine! Kicker Marine products help you bring high-performance audio to your boat for those days out on the water. Built to endure the elements, our marine audio speakers and subwoofers ensure pristine audio quality whether you’re anchored at your favorite fishing spot or just cruising the open waters, wherever you choose to GO OVERBOARD!”

Designed to be completely weather-proof, our marine subwoofers are real-world tested for salt/fog and UV exposure. They are made splash-proof for a long life span with a completely sealed motor structure and locking terminal cover, while a tough Santoprene® surround and marine-grade cone pump out the bass, no matter how long you are on the water. You can also customize your subs by adding LED grilles with up to seven different LED colors, and more colors with the KMLC LED remote.

Our marine audio products include source units, subwoofers, amplifiers, enclosures, tower systems and more. www.kicker.com

MRAA, Rollick, Inc. Partner on Dealer Education

The MRAA announced today that Rollick, Inc. has partnered with the organization as an Education Champion. Education Champions agree to support the educational programming that the MRAA delivers to its members by leveraging their industry expertise and resources. Additionally, they help fuel the execution and creation of the Association’s education products through a year-round sponsorship. Education Champion is the MRAA’s second-highest level of Partner Membership.

“Rollick is proud to partner with the MRAA as an Education Champion – a partnership that helps us deliver two unique technology solutions that benefit the marine industry” said Jason Nierman, cofounder and SVP of Business Development for Rollick. “Through our partnership, Rollick will be introducing SalesDriver and ExperienceDriver at Dealer Week 2019, the marine industry’s first relationship marketing and customer experience platform for boat dealers.”

Leveraging proprietary marketing and customer experience solutions built for the marine industry, Rollick helps boat dealers and OEMs provide their customers with a seamless customer journey from pre-purchase through re-purchase.

Education Champions make it possible for the MRAA to work with many of the industry’s top subject matter experts and instructional engineers to create education that will make a lasting impact within marine dealerships, whether through Dealer Week, the all-new MRAA Conference and Expo; MRAATraining.com; or the numerous other publications the Association produces annually.

“We are excited to announce the addition of Rollick to MRAA Partner membership as an Education Champion,” says Allison Gruhn, MRAA Director of Business Development. “We look forward to collaborating with Rollick and leveraging their unique capabilities to build effective and quality education content that benefits our entire industry.”

Through Partner Membership with the MRAA, marine manufacturers, suppliers and service providers commit to aligning their brands with the programs and opportunities that MRAA works to provide the dealer body. Support from Partners allows the Association to expand its offerings to fuel the success of marine industry as a whole.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, contact us at 763-315-8043.

About Rollick, Inc.
Rollick connects manufacturers, dealers and in-market consumers in the powersports, RV, marine and industrial equipment industries to deliver a seamless customer journey. Rollick’s solutions include new customer acquisition, enterprise lead management, customer experience/loyalty and marketing automation. In addition, the company has rapidly built a national outdoor recreational vehicle buying network to include hundreds of dealers, over 80 manufacturers and an affinity partner network with access to over 150 million high-quality customers including policy holders of major insurance providers, employees at more than 2,000 top U.S. companies, members of the military, veterans and first responders. For more information, visit Rollick.

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MRAA Members Save on Residential Surcharges for the Holiday 2019 Season

Both FedEx and UPS have announced that they will not apply peak season surcharges on residential deliveries this holiday season, giving e-commerce retailers much to celebrate. However, as in the past, both carrier companies continue to implement additional peak surcharges on large shipments, or those requiring additional handling for the holidays.

Online sales are expected to grow this holiday season, and as e-commerce booms, the packages and products moving through carrier facilities diversifies. Larger, heavier, and bulkier shipments requiring additional handling decrease efficiency for the carrier and will be subjected to fees as a result. It’s important to familiarize yourself with both UPS and FedEx peak season surcharges in preparation for the retail boom. It may also make sense to look into available service alternatives such as less-than-truckload options, in order to remain profitable during the holidays.

The MRAA Shipping Program gives retailers options. In addition to exclusive FedEx discounts on select services, members also have an advantage with competitive freight pricing for larger shipments as well. To take advantage of this free member benefit, enroll today at PartnerShip.com/26mraa. For more information, call PartnerShip® at 800-599-2902 or email sales@PartnerShip.com.

Dealer to Dealer: November 2019

What is one big trend are you watching as you
begin to prepare for 2020?

“Pontoon Inventory levels.” – Chad Taylor, Taylor’s South Shore Marine

“Triple & quad center consoles” – Jim Dragseth, Whiticar Boat Works, Inc.

“Watching the alternative propulsion methods. GreenLine Yachts is building the only true Hybrid currently available in the US market. So we have jumped into this space to be on the leading edge of the next wave of boating. Moving away from fossil fuels. “ – J.R. Means III., Bayport Yachts

“We are watching for a trend in boat leasing.” – Bryan Schiffli, AMC Marine

What trends are you currently following? Tell us below in the comment section.

MRAA Creates “The Guide to Phone Skills” White Paper

The Marine Retailers Association of the Americas published its latest white paper, “The Guide to Phone Skills,” powered by the Marine Industry Certified Dealership program.

This 10-page digital publication provides marine retailers with tips on hiring and training staff members, auditing a dealership’s phone responses, advice on scripting calls, and how to market a phone number.

“It isn’t a secret that today’s customers are not the customers of the past,” says MRAA Vice President, Liz Walz, “The Guide to Phone Skills not only discusses how today’s customers have evolved, but also provide a guide for retailers to implement in order to create a positive customer experience as soon as they pick up the phone.”

“The Guide to Phone Skills,” was developed as supplemental material to the 2019 Continuous Certification course, Align Your Dealership With Today’s Customer, presented by, MRAA Vice President Liz Walz and Jim Million, of Million Learning.

“The 2019 Quarter Three Continuous Certification curriculum is focused on providing marine dealerships with the guidance they need to better align themselves with the shopping and ownership experience of today’s customers,” says Liz Keener, MRAA’s Certification Manager. “This white paper offers retailers with a how-to guide to connecting with today’s technology-empowered customers.”

MRAA members can login and access the full publication at MRAA.com/guides. “The Guide to Phone Skills” and Quarter Three of the MICD Continuous Certification program are available now.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, contact us at 763-315-8043.