Empower. [em-pou-er] verb. to give (someone) the authority or power to do something.

Make (someone) stronger and more confident, especially in controlling their life and claiming their rights. 

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In our business world today, where leadership and management courses, consultancies, books and countless other resources constitute a multi-million-dollar business, we can easily be led to believe that empowerment is something that must be done to us. We must have a manager-type empower us to make decisions. We must have a leader to authorize us to do something or to accomplish something. Someone that is not us must grant us the authority to make things happen.

I don’t believe this thinking could be further from the truth, and I believe that its guidance misleads many would-be leaders into thinking they have to wait for the signal — to wait for the message that someone believes in them enough to allow them to step up and create results.

At a time when we are striving to recognize young leaders in our industry and at a time when there’s a great deal of conversation about generational differences, I wonder if we’re doing a good enough job of encouraging and supporting our up-and-comers? I wonder if they feel empowered or if they’re waiting for us to fulfill the perception that someone must empower them?

At MRAA, we exist to support you, your business and your team with tools, resources and educational programs. We go so far as to say that our annual conference will engage, energize and empower you and your team to greater results.

But this “empower” is not about what MRAA can do for you or to you. It’s about making resources available so you can make the critical decisions. So, you can empower yourself and your team to be better today than you were yesterday.

I like to think of it as a challenge for myself, for my team, and for you and your team, as well: Give yourself the authority to do something incredible. Take control of your business, your career trajectory, your customers and the results that you desire to create.

Excel. [ik-sel] verb. to exceed all expectations and achieve a level higher in performance, quality, or degree.

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It was a truly memorable moment of my career. The boss and I were out on the road sharing the concept for an all-new program, trying to create buy-in. The meeting had arrived at the moment of the close, and she leaned in, focused and sincere: “We’ve really built this program to ensure that we can over-promise and under-deliver.”

The faux pas wasn’t lost on the group. We got a good laugh out of it then, and I still get a chuckle out of it when I think about it more than a decade later.

As author and sales guru Grant Cardone suggests in his book, “10X. The Only Difference Between Success and Failure,” even the culturally acceptable idea of under-promising and over-delivering is a poor way to capture business. Think about it. Let’s under-promise and tell our customers that the boat will float most of the time, so they’re surprised and delighted when it never actually sinks. How many more boats do you think you would sell?

In our demanding society, and particularly in a want-based industry like boating, where expectations are continually on the rise, there is still an easy pathway we can take to excel – to exceed all expectations and achieve a level higher in performance and quality. That pathway is to create better experiences for our customers.

A friend, who is the CEO for a fast-growing tech company, calls it the Amazon effect, noting that price, availability and delivery are no longer points to compete on. “So what’s left?” he asks. Brand and reputation … which are shaped by the experience you provide.

Experiences are today’s currency. Experiences – again, particularly in a want-based industry like boating – are what make or break our businesses and indeed, the success of our entire industry. How are you doing with the experiences you and your business provide? How is your team doing? And how do you know?

Several brief mystery shopping exercises around the marine and RV industries suggest that somewhere between 35 and 40 percent of the leads sent to our dealers are going unanswered. But not at your dealership, right? What does this tell you about the experiences our industry is providing?

Similarly, a recent study by AVALA Marketing Group showed that more than 40 percent of consumers who made it through the initial contact hurdle and have actually bought a boat never hear from their dealer again. There was no “thank you.” No, “how did we do?” No assistance. Just, “here’s your boat. And good luck.” Are you sure that doesn’t happen at your business?

If you want to excel in today’s market place, you have to focus on the experience. You have to make a commitment to creating world-class experiences and to over-delivering on that promise every step of the way. You have to exceed expectations. It’s not just a feel-good manner of taking care of your customers; it’s clear that this approach will not only set you apart from the competition, but will also offer you a long-term strategy with real-world, bottom-line business results at stake.

As a marine industry leader, who has spent her whole life in the boating business, Susan York-Duquette understands the importance of honesty and fostering positive relationships with the individuals of her community.

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Q: Since 2010, you and your husband, Rory, have owned and managed Lakeview Marine. What made you decide to take on the role of owner?

York-Duquette: I became the owner of Lakeview Marine after the sudden passing of my father, who owned a dealership in our location since the early 1990s. I felt a sense of responsibility to our employees and clients to continue the business and the services we provide. Both my husband and my mother are both important members of our staff, and the decision to keep the business going was truly because of their support and also based on my love of the industry and a desire to make my career in the boating business.

Q: What is the most interesting decision you’ve made while in the boating business?

York-Duquette: Interesting decisions I believe are ones that are made with more of the big picture in mind, and not purely based on profits. There is a lot of talk in the industry about our customer base aging, and the need to encourage younger people to get on the water. In our community, many people feel like if they cannot afford a boat, they cannot enjoy our lake. With this in mind, we made the decision to expand our offerings to kayak and paddleboard rentals. These rentals are not a profit center but we feel that it is important to give the people of the community more chances to enjoy our lake. I am proud to offer this service and we hope that through it, we may gain new water enthusiasts and future boaters.   

Q: We know that many of your family members can be found around the dealership. Do you have certain family values that carry over into your business?

York-Duquette: I grew up in my father’s dealership, and as a result our family was centered around the business in many ways. Today, my children already spend time interacting with our customers and employees. I always advocate for honesty with everyone, and expect that my children will pick up on that as they grow up. I feel that you “get what you give” and if you work hard and treat people fairly then good things will happen for you and your organization. I learned this from my parents in watching how they did business and built positive community relationships over the years.

Q: You currently sit on MRAA Young Leaders Advisory Council. Why do you feel it’s important that the younger side of the industry get involved with YLAC?

York-Duquette: I believe that it is very important for the younger people in the industry to get involved with trade groups because the future of all of our marine businesses depends on having a vibrant and well-organized advocacy group on our side. Issues are being debated on the state and national levels of government that will have direct impact on how we do business, and there needs to be a voice of the industry working on our behalf.  Also, there are many issues that are found in common in dealerships around the country, and by working together to face these problems and by learning from each other’s successes and failures, we will be able to better serve the customers. There is strong leadership now working on important matters such as ethanol, water access, and technician availability, and now is the time for the next generation to step up and learn from them, so we may take over those roles in the future.

Q: As always, we want to end with this… What are 5 things that people may not know about you?

York-Duquette:

• My husband and I live in the house I grew up in with our two daughters (Raegan 5 & Sydney 3) and our American bulldog Linkin.
• I am a big sports fan, particularly of the Boston Red Sox and New England Patriots! (I know most everyone from outside of NE stopped reading here, but that is ok)
• I have a degree in Sport Management and before I took over the dealership I was intending to have a career in the professional sports world.
• I love to travel and enjoy exploring new places. We are fortunate to be able to travel for dealer meetings each year, and always try to extend one or two of these trips into a vacation in a new place.
• Christmas is my favorite holiday! I love decorating and hosting gatherings for family and friends. It is the one time of the year I get to spend time at home!

You’ve looked at the MDCE lineup and schedule and have determined the 2018 conference and expo is the right place for you to grow your dealership and advance your career. Now how do you convince your supervisor that this is the right training for you? The MRAA has developed a letter for you to deliver to your boss, helping you explain all the reasons you should attend, including which sessions would bring the most ROI to your dealership and what other events and activities can aid in your learning and networking. The template is laid out in a simple form – just add your personalization, turn it in and be prepared to discuss why MDCE 2018 will help you and your dealership flourish.

To choose your best lineup, read through all the material on the MDCE website. If you need further guidance, reach out to education specialist Liz Keener.

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Dear Supervisor’s Name Here,

I’ve been researching the upcoming 2018 Marine Dealer Conference & Expo, which will be held December 9-12 in Orlando, Florida. I would like to attend the conference and represent our dealership at the event this year.

In particular, I believe the following sessions would allow me to learn more about my position within the dealership, how I can better serve the dealership and some best practices that I can share with the team when I return.

Those sessions include:

Session Name:
Session Description:
How I believe this could help our dealership:

Session Name:
Session Description:
How I believe this could help our dealership:

Session Name:
Session Description:
How I believe this could help our dealership:

Session Name:
Session Description:
How I believe this could help our dealership:

Of course, there are others I will attend as well, including the opening keynote, “Build Trust or Die in the New Economy” and the closing keynote, “Future-Proofing Your Business.”

In addition to gaining knowledge in the educational sessions, I plan to participate in the Dealer Roundtables, which will allow me to bounce ideas off fellow boat dealer peers and learn from their failures and successes. I also intend to attend all of the networking events with the hopes of meeting fellow dealers, speakers, industry advocates, manufacturers and suppliers in order to glean insight from them.

The cost to attend the conference will be the registration fee, travel expenses, additional meals not included in registration, the hotel and transportation within Orlando.

• Registration: $449 for MRAA members, or $529 for non-members
• Pre-conference workshop: $185
• Flight: Varies
• Additional Meals (lunch and breakfast are included Tuesday and Wednesday): $150
• Hotel (needed for Sunday through Tuesday nights): $189.75 per night for a total of $569.25
• Transportation to and from the airport: About $50
• Total expense: Varies

Although this is a sizable expense, I know from looking at the session Walk Away Withs and from the variety of testimonials shared about the show that I will bring back ideas worth more than the dealership’s investment. The MDCE is designed specifically for boat dealers and their employees, which will make its sessions, networking events and expo hall especially pertinent to what we’re trying to accomplish here.

Thank you for your consideration. I hope we can discuss this more this week!

Your Name