Follow-up is Critical to Building Loyalty

Earning one sale from a customer is great, but building upon that relationship is key to earning service business and the subsequent sales. That’s why follow-up is so important.

Last month I explained why I bought the motorcycle I bought and how the salesperson understood me and my wants. However, since that purchase, my experience with that dealership has gone cold.

It seems that after I bought my bike, that dealership stopped caring. They earned my money and moved on to the next person. Does that make me feel welcome? No. Does that build my loyalty? Definitely not.

As great as the sales experience was, everything from the delivery on has been disappointing. At delivery, I was sent back to the service department to pick up my bike. There was little excitement, little instruction, and my bike was dusty. I was so thrown from the experience that I forgot to ask important questions, like where the manual is, so I can get to know my bike. I had to go back to get that instruction a few minutes later.

Since picking up the bike almost two months ago, I haven’t received one phone call or email asking me about how I’m enjoying my bike or if I need any further assistance.

In fact, just this week the dealership missed a key follow-up opportunity. My license plate finally arrived from the DMV, and the call to tell me about that was purely informational – again no questions about my motorcycling experience or if I need anything else to enjoy riding more. Later in the day, I stopped into the dealership, and my plate was simply handed to me with no other interaction.

Three people were on the floor of the dealership – one customer was being helped by two employees at the parts counter. I had to stop a third to be helped, and again no one asked me about my bike or if I was interested in any parts or accessories now that I’ve spent some time on it. In fact, I could use a tank bag and am interested in other accessories as well. But no one asked.

As any customer experience education has taught us, loyalty is built on the entire experience at your dealership, not one sale. Be mindful that you’re not leaving customers hanging after they make a purchase from you.

Member Spotlight: Monica Reed-Hurst

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Over the course of her career, Monica Reed-Hurst, of Spend-A-Day Marina, has held many titles (balloon inflator, Sales rep, leader of the conga line, just to name a few).  But regardless of title, she knows her passion lies in the boating industry and will continue to be a strong advocate for the future of boating.

Q: You have been part of the boating world for a while, how did you get started in the boating industry?

Hurst: I got started in the boating industry at a very young age.  My grandfather started Spend-A-Day Marina in 1950 as a boat rental facility and through the years it has grown to be what we are today sales, service, rental and marina.  I started by inflating clown balloons at the boat show when I was around 8 years old, then I graduated to giving customers their popcorn and soda and labeling mailers, at 14 I started working on the gas dock and in the rental department.  After college, and testing the waters outside of the industry, I realized that once the boating industry is in your blood, it is there to stay.  I came back to the marina in 2005 and I haven’t looked back since.

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? What was your reason for joining?

Hurst: It is very important that the younger generations in the industry get involved because we have to be in touch with the heartbeat of what is happening in the industry to secure a place for recreational boating in the future.  We have to look bigger picture and see who is going to be buying boats, not only today but in 20 years, what do they want, what do our manufacturer environments look like, what legislation do we need to be aware of and support.

The boating industry’s success is much greater than each individual stores’ success and YLAC is an excellent opportunity to share ideas, exchange best practices, and to learn and develop what we need as a boating community to continue to prosper and share the lifestyle we love.

Q: What would you do for a career if you weren’t doing what you do now?

Hurst: If I wasn’t involved at the dealership level, I would probably be involved in some other aspect of the marine industry.  I have tried a couple other avenues before re-entering our family business and realized that my passion lies in the boating lifestyle.  My degree is in marketing so I would probably be working with a marketing company with a marine industry focus or at the manufacturer level focusing on dealer relations and marketing.

Q: What is your proudest moment at Spend-A-Day Marina?

Hurst: My proudest moment…when I came back we decided to become Marine Dealer Certified, which is a very extensive process with a lot of mapping and documentation involved initially.  I led that project and we maintained the certification going forward.  I have also been able to create and implement some very successful events at our dealership, including scavenger hunts, raft-offs, cookouts, and poker runs.  These are important to me because they really allow us to see how much customers’ enjoy their boating lifestyle, young and old alike.  When our customers enthusiastically ask about the next event and look forward to sharing it with their family and friends it makes me realize we are doing something right here…this is what it is all about…making and sharing the boating memories.

Q: As always, we want to end with this… What are 4 things that people may not know about you?

Hurst:

  1. I lived in NYC for two years and was a dermatology rep.
  2. I have visited 27 countries…goal is to visit one new country a year…well that was the goal before my husband and I had kids.
  3. I have two beautiful little girls, Giovanna 5 ½, and Maia 4.
  4. My big break was about 10 years ago when I was an extra in a Kevin Bacon movie that was filmed in Cleveland, Ohio.

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President Trump’s year-Round E15 Sales plan will do more harm than good, warns MRAA

The Marine Retailers Association of the Americas, the leading trade association of North American small businesses that sell and service recreational boats, expressed grave concern over the Trump administration’s move to direct the Environmental Protection Agency to allow for the sale of gasoline with 15% ethanol, or E15, year-round.

Matt Gruhn, President of the MRAA, released the following statement:

“Multiple studies have proven that using gasoline blended with levels of ethanol higher than 10% poses major problems to marine engines including damage, increased emissions, and catastrophic failure. The dealers of MRAA have seen first-hand the damage that the decreasing availability of ethanol-free gasoline has caused to consumers. The President’s plan to introduce more ethanol into America’s transportation fuel supply will reduce the amount of E10 and low- or no-ethanol fuel available to consumers, and it will exacerbate the issue of misfueling at the pump.

Not only is E15 damaging to boats, it is also prohibited by federal law for use in marine and other small engines such as motorcycles and lawn care equipment. Boat dealers do their part to inform their customers about proper fueling, but consumer education and safeguards at the pump are woefully inadequate, with use of a small label on a gas pump being the extent of the government’s public campaign.  The label is clearly insufficient and is often overlooked by consumers. It is our concern that under this new plan inadvertent misfueling will increase dramatically during the summer months when people are enjoying their boats the most. Instead of implementing a plan that poses numerous dangers to the American consumer, President Trump should take the initiative to call for reforming the broken Renewable Fuel Standard.”

Vital Water Infrastructure Bill Heads to President’s Desk

On Wednesday, October 10, the Senate passed the America’s Water Infrastructure Act of 2018, and it now awaits President Trump’s signature. The bill has been a major priority for the recreational boating industry, as it contains numerous provisions that affect issues such as efforts to combat aquatic invasive species, dredging programs, everglades restoration, and controlling the numerous algae blooms that are plaguing America’s waterways.

MRAA and other representatives of recreational boating have worked for months to ensure that the industry’s needs are appropriately met. When signed into law, this good piece of legislation will help to improve the experience of everyone involved with getting recreational boaters out on the water.

To read bills sponsor Amy Klobuchar’s statement on the bill, click here.

Moose Landing Marina Adds Starcraft Boat Brand

Naples, Maine — Moose Landing Marina has expanded its boat offerings with the addition of the Starcraft brand.
 
For five generations and counting, Starcraft has been dedicated to building boats that deliver better experiences on the water. Whether you love cruising, fishing or watersports, Starcraft has the right vessel for you from high-adrenaline sport boats and next-generation pontoon performance. Starcraft HMX performance strakes, honored by Pontoon & Deckboat Magazine’s Pontoon Performance Innovation award, bolster better lift, faster planning, and a tighter turning radius. Backed with the best warranties in the industry, Starcraft is an NMMA award winner for customer satisfaction in the fiberglass sport, aluminum fishing and pontoon segments. They build boats to the highest standards for every aspect of construction, design and quality.
 
“We are always looking for high quality boat brands that we can offer to our customers,” noted Steve Arnold, owner of Moose Landing Marina, Yarmouth Boat Yard and Freedom Boat Club of Maine. “When the opportunity came up to add Starcraft to our offerings, we jumped at the chance. Their products are second to none and are a perfect fit for our lake boating customers.”
 
“No one knows pontoons better than Moose Landing Marina,” stated Starcraft VP of Sales, Phil Smoker. “When we wanted to expand our distribution in Maine, we knew they were the dealer we wanted to represent our boats. Their sales and service teams are top-notch. They have the experience and the expertise to promote and support our product lines.

Barletta Welcomes Local Schools for Manufacturing Days

Eighth-graders learned last week there are good careers available in local industries.

Companies partnered with the Horizon Education Alliance to organize industrial tours for nearly 3,000 middle school students in Elkhart County. The week’s effort is being held in conjunction with Manufacturing Day, which actually covers several days. The day usually occurs on the first Friday of October, but because of the sheer number of students involved, HEA decided to make it a week-long event.

Barletta Pontoon Boats hosted six separate tour groups from three local schools.

“Most of the students had no idea how connected we are to the world,” stated Goshen Middle School counselor Linda Dickerson, “but that was a byproduct of our original intent.”

The goal of the tours is to show students the career possibilities after high school or college, and raise awareness for career pathways they may otherwise not know about. Because the manufacturing industry is such a big part of Elkhart County, it is important to know what is available to students locally, whether they graduated high school or college. Most of the industries being toured offer many tiers for advancement for employees. Students learned that it is possible to move up in the ranks with good attendance and having good life skills, such as conflict resolution.

“We take great pride in our manufacturing team, and our manufacturing team takes great pride in the work they do,” stated Bill Fenech, President and Co-Owner of Barletta. “I think our team members were just as excited to share as the students were to learn.”

Additionally, many of the students were able to see the connection between coursework at school, and how it is intertwined in everyday manufacturing environments. Math, science, public communication, problem- solving, and creativity were just a few examples that confront manufacturing teams on a consistent basis.

“It shows what you can do with a strong work ethic,” Dickerson said, who was on the tour with students at GDC, Inc. “The opportunities for advancement are impressive.”

“We’ve hired the best-of-the-best for our manufacturing team,” continued Fenech. “Many of the students saw family members, friends of family, and neighbors. It was a great experience for all involved, and a great source of pride to be able to highlight our team.”

Boating Services Network Launches OnBoard Boating Club and Rentals

Boating Services Network, the new boating services division of marine leader Brunswick Corporation, has launched OnBoard Boating Club and Rentals (“OnBoard”), a state-of-the-art, turnkey business platform empowering marine dealers and marinas to expand their operations and serve the emerging and rapidly growing boat club and rental consumer market segments.

For those looking to attract new customers interested in the boating lifestyle, OnBoard (www.onboard-boating.com) will provide several marketing and financial benefits to its operator partners, including:

  • Access to a diverse fleet of leading boat brands,
  • Financing for boat fleet purchases (subject to credit approval),
  • Software for boating club and rental operations, and
  • A range of tools and best practices to help operators build a successful operation.

The suite of boats, tools and services available through OnBoard will enable club and rental operators to provide club members and rental customers an exceptional boating experience with a diverse fleet of newer boats, an easy-to-use online reservation system, incentives for members to become boat owners as they become captivated by the boating lifestyle, and many more benefits over time.

“We’ve launched OnBoard at a great time. We can take advantage of the strong and growing interest in boating lifestyle experiences while participating in sharing-economy trends,” said Cecil Cohn, Vice President – Boating Services Network. “We believe that by offering the best value and experience, we can grow and cultivate interest as a gateway to boat ownership across a broader cross section of consumers. We have the opportunity to attract a new generation of boaters and provide them with a positive, exceptional experience on the water.”

The launch of OnBoard follows the very successful alliance between Boating Services Network and Suntex Marinas over the past few years. “Our success with Suntex is rooted in a common objective to grow boating participation and ownership while providing exceptional consumer experiences. We are currently supporting Suntex in the operation of multiple boating clubs and rental locations across the country. OnBoard will build upon this valuable experience as we scale our efforts moving forward,” said Bijoy Jha, vice president of business development and finance, Boating Services Network.

Primarily, Boating Services Network will be working with dealers and marinas across the U.S. and Canada to introduce the OnBoard offering, beginning immediately. Cohn continued, “One of our primary goals at Boating Services Network is to introduce an array of initiatives to bring more boaters into our industry and contribute to the growth and success of our marine partners. OnBoard Boating Club and Rentals is an exciting start that we believe can grow and scale quickly, and we will continue to seek solutions and services to set the standard for exceptional boating experiences.”

OnBoard Boating Club and Rentals is seeking partnership with marine dealers and/or marinas to begin preparing for the next boating season in each local market. Those interested in exploring how they can launch an OnBoard Boating Club and Rental location are encouraged to call 1-833-GET-ONBD (1-833-438-6623) or visit www.onboard-boating.com to learn more.

Explore a Brighter Future

This past summer, I took the most incredible vacation ever. We over-planned, over-packed and over-spent on a two-week road trip to Glacier National Park, where we explored the most beautiful scenery I’ve ever laid eyes on.

The incredible memories and this park’s unpredicted rise to the No. 1 spot on our family’s list of favorite National Parks, can be directly attributed to the numerous hikes we took to explore Glacier’s dramatic scenery and sheer beauty. But I think the risk-and-reward factor came in to play with that, as well.

You see, I’m a tough guy. An outdoorsman with cushy hiking shoes, a Camelback, air conditioning and a memory foam mattress (with matching pillows). And so nothing — NOTHING! — scares me. Particularly in front of my wife and two daughters. Nothing. At all. Except … perhaps … possibly … the near-certain likelihood that any hike in Glacier National Park would assuredly end in my being mauled by a grizzly bear.

It’s true. The signs warn you to be “bear aware” on the way into the park. Gift shops sell bear spray in double-barrel packages at prices that suggest your mere survival depends on its ownership. Trail heads let you know that bears frequent the area. Rangers walk around for the sole purpose of protecting you and also for conducting blood transfusions and CPR on you. And to make being death charged by a bear even more likely, my ladies all sported chapstick scented with huckleberry … which, by the way, happens to be the grizzly bear’s favorite food. Right behind “adult male human,” I suppose. Do you even realize how many grizzly bear encounter videos you can find on YouTube?

Now, I know that, as a business leader, you don’t have irrational fears. There are no grizzly bears in your world. You don’t worry about losing your top employee or whether or not that new boat line will pay off. You don’t think about how deep that next recession will be or how much it will slow down your sales. The competition and that brilliant move they just made? Not even on your mind. You never wonder to yourself if, maybe, sacrificing margins in favor of market share is truly the best strategy. It doesn’t cross your mind how you’re going to rid yourself of excess costs, inventory or inefficiencies. And you certainly don’t question your own leadership or management abilities. You’re tough and brave, too. I get it.

But in the event that maybe you are not 100-percent clear on what the future looks like, I want to challenge you to explore it and create it for yourself. I want to challenge you to break out of your comfort zone, take a few risks, experience something new.

In business, as in life itself, the most rewarding experiences are those that at one point seemed the most dangerous. The most risky. The most plotted in harm’s way. They are the opportunities you’ve explored only after overcoming obstacles and hardships. They are the ones that come with constant warning signs and reminders that you could be eaten alive without notice.

All of those bear fears could have, and almost did, deter us from taking those hikes. We could have taken the safe route and just gone to Disney World. But despite the risks and the high number of warning signs, it was not only the visit, but in fact, those hikes and the exploration that took us to the hidden lakes, the beautiful vistas, the waterfalls and glaciers, and yes, even a few grizzly bears — that turned out to be frightened by us, by the way.

As you create your plans for the year ahead, challenge yourself to break out of your regular habits. Learn something new. Try a new direction. Consider a new strategy. Break out of the mold. Envision a brighter future for yourself and your business. And do it by exploring new opportunities. Even those that come with risk.

Just know that as you venture out to explore unknown trails, your MRAA Team stands by to help you pave the way. We’re armed with the bear spray to protect you, and we’ve got the Park Rangers to guide you around the dangers that lurk out there. And we’re quite confident that we can help make your 2019 the most incredible, most rewarding year yet.

Barletta Boat Company invests in MRAA programs

Bill and Kristin Fenech and Barletta Boat Company have continued their generous support of the Marine Retailers Association of the Americas and its mission to provide tools, resources and educational programming to elevate today’s dealers.

“It’s no secret that the dealerships are the lifeblood of this industry,” says Bill Fenech, President and Co-Owner of Barletta Boat Company. “As an organization, we feel that supporting the MRAA and its efforts to develop a strong and vibrant marine dealer network is a no-brainer. It’s a win-win for the industry – the MRAA and the tools they provide are helping to build stronger, more educated dealers that ultimately benefit the retail customer by taking better care of them.”

Having entered the marine industry just last year, Fenech and Barletta Boat Company promised to build its foundation on becoming a dealer-centric organization. At the time Barletta joined MRAA as a Platinum Partner member, MRAA’s highest level of membership, and Bill and Kristin personally donated $10,000 to aid MRAA’s efforts. This month, they renewed that support with another $10,000 donation.

“Our team here at MRAA is humbled by Bill, Kristin and Barletta Boat Company’s significant and ongoing support,” says Matt Gruhn, MRAA President. “Bill told us, out of the gate, that he would find success by building a dealer-friendly organization. He has backed that up with his support of our dealer-focused association, and by his words and actions in support of his growing dealer network.”

In 2018, MRAA invested Barletta’s donation into publishing its Guide To Dealership Improvement, a 19-page publication that provides dealers with step-by-step, expert instruction on how they can create real improvement inside their business. The document points dealers to several resources and provides implementable ideas from our industry’s leading experts.

With this year’s donation, MRAA is investing in creating a robust Great Dealerships to Work For program, to be unveiled at the MRAA Opening Night Awards Program at the upcoming Marine Dealer Conference & Expo. At this year’s program, MRAA will recognize dealers that lead the marine industry in employee satisfaction.