The missing link to results

Execute. [ek-si-kyoot] verb. to put into effect fully; carry out, in accordance with a prescribed design or process/plan.


Seven years and 30 days ago this very moment, I was living my best life — the first day on the new job at the MRAA. A new desk, new keyboard, and a new opportunity to make an impact. I was off and running with an invigorating breath of fresh air.

I was welcomed to the role with a series of frank conversations, though: “Why does MRAA even exist?” asked one industry exec. “What the hell were you thinking making the jump to MRAA?” asked another.

On the face of it … man, it felt like a rough start. But the vision I carried for rebuilding the organization was lofty, and I was confident in the path we would take to get there. It included a revamp of our priorities, a focus on collaboration, a rebuild of our foundational offerings, and most importantly, the assembling of an all-star team of individuals to help us navigate it all.

I’m not one to believe that we’ve ever truly arrived at our destination. I like to think that we’re always evolving to a new place on this journey. Hopefully, a better place. For what it’s worth, though, I’m darn proud of how far we’ve come and the accomplishments we’ve notched along the way. They all feel like reminders that we actually executed on that vision.

We’ve built an arsenal of products and services that can drive real results for you and your business. From basic business templates, cost-savings benefits, and online and in-person educational programs all the way through to our industry’s only blueprint for running a world-class dealership: The Marine Industry Certified Dealership Program. In short, we’ve delivered on our promise to create real-world, tangible solutions for our industry’s dealers.

But here’s the thing: None of this really matters unless those solutions can impact your business. None of it matters unless you execute on the deliverables we provide.

Larry Bossidy, business consultant, speaker and the author of the book Execution: The Discipline of Getting Things Done, wrote that, “Execution has to be a part of a company’s strategy and its goals. It is the missing link between aspirations and results.”

At MRAA, we believe the only prerequisite for MRAA membership is your desire to be the best. And we’re sincere about that. If you don’t have the desire to be better today than you were yesterday, then MRAA is not the right organization for you. If you have that desire, then MRAA can fuel your growth and success.

Our educational programming offers you best practices, trends and insights. It will help you build your strategy and give you the tools and resources to bring that strategy to life. But it’s your job to execute on that strategy. To turn your own lofty aspirations into actions to build that bridge to results. It’s your job to turn that desire to be the best into a commitment to be the best.

Along the way, we would be honored to be your partner, your consultant, your supplier, your support network. We exist to have a profound impact on your success. And we’re just getting started.

MRAA Now Taking Applications for Fully Funded MDCE Scholarships

In partnership with Soundings Trade Only, the Marine Dealer Conference & Expo will offer scholarships for three dealers to attend this year’s educational event, to be held Dec. 9-12 in Orlando.

Each scholarship includes an MDCE Standard Dealer Registration, up to $450 in travel reimbursement, and a three-night hotel stay at the MDCE’s host hotel, for a total value of $1,396 per scholarship.

“Soundings Trade Only’s mission is to reflect, inform and inspire. This conference inspires the best in marine dealerships, and we are happy to help deserving dealers earn their way to attend the event,” says Michele Goldsmith, publisher of Soundings Trade Only. “As ever, Soundings Trade Only is here to support and collaborate with the best of the marine industry. We look forward to MDCE 2018 and to welcoming the recipients of this year’s scholarships.”  

MDCE continues to focus on delivering real world results for dealerships of all shapes and sizes. The 2018 conference offers 30 all-new sessions that are specifically designed to fuel performance in every department; dealer-to-dealer roundtable discussion sessions; an opening and closing keynote; an expo hall filled with 100-plus exhibitors and special events throughout the three-day event.

“Year after year, the dealer community continues to communicate how valuable MDCE is to their businesses,” Matt Gruhn, President of the MRAA, which produces the annual event alongside Boating Industry. “We are grateful to Soundings Trade Only for continuing this partnership and providing dealers an opportunity to those who actively desire to participate, but wouldn’t otherwise be able to attend this year’s conference.”

Marine dealers can apply for the chance to receive an MDCE scholarship by completing an application at www.mraa.com/MDCEScholarships. The scholarship committee will meet to consider two important aspects of the application: how candidates plan to put what they learn at MDCE to work in their business as well as their financial need. The recipients will be selected and notified in early November.

This year’s event will take place Dec. 9-12 at the Orange County Convention Center in Orlando, Fla.

How do you stay energized?

I’m having issues with batteries these days. In our mobile, always-on-the-go society, batteries are more and more frequently the power source of choice. And while, yes, they’re getting better all the time, they’re still largely unpredictable.

I watch my daughter struggle with battery management on her new cell phone. Is it normal for teenagers to always hover around two-percent battery life? A coworker’s dead car battery nearly stranded her at the office. I have two dead – and very heavy – batteries I carry around in my cordless drill case. And I can’t tell you how many times the rechargeable battery in my trimmer has left my facial hair half manicured and half gray and shaggy.

This issue I’m having serves as a constant reminder that staying energized is not about recharging batteries. Recharging suggests you let your battery die or dwindle in its power before you give it life again.

I like to think of “energize” as a constant state of power, not something we allow to dissipate before we refuel. It’s the fuel that we use to attain goals at work, to foster meaningful relationships, to engage in hobbies, and to be passionate about anything we do. As Webster says it, it means to inspire action with invigorating effort.

Inspiration comes in many forms. You can find it in meeting a goal, selling that boat, landing that client, creating a relationship, taking a vacation, reading a book, hearing a great message, running a marathon, learning a new hobby, or countless other options. When it comes to your own power source, your own method for being energized, that diversity in where you find it is important. It can’t all come from work. It can’t all come from play. The balance is critical to not letting your batteries die.

At MRAA, we want to be your professional power source. We want to offer you the means for finding inspiration in your everyday work life and help you achieve the goals you’ve set. And we’re willing to provide the invigorating effort to make that happen.

Whether you’re looking for business solutions through membership or our annual conference, we can connect you with the right partners. Whether you’re looking for educational opportunities online or in person, we’ve got a world class catalog to offer you. Whether you’re looking for simple inspiration in a specific area of need or a proven template for running your entire dealership, MRAA wants to be your power choice of source to energize your performance and your business to bigger and better things in the year ahead.

Our means of being energized comes from the passion of the team that surrounds us here at MRAA. The passion that each of us pour into delivering inspiring, invigorating opportunities for you. Look at today’s opportunity alone. Membership Development Manager Nikki Duffney is celebrating her own birthday by delivering a powerful, energizing educational opportunity: A live webinar on how to unify your sales and service departments for delivering optimal customer experiences. “Happy birthday to me. Here’s an incredible gift for all of you.” That kind of passion is what we mean by Energize and it’s why we’re confident in becoming your power source of choice.

(NOTE: If you missed the live version of this event, there will be a recording available soon.)

boats.com Launch New Online Shopping Platform

boats.com, the world’s largest online publisher of marine content, today announced the launch of their redesigned boat shopping platform. The new boats.com reflects a reimagined boat shopping experience, while addressing one of the industry’s biggest challenges: keeping boat shoppers, particularly first time boat buyers, in the purchase funnel.

According to Discover Boating, 64% of Americans shopping for a boat for the first time abandon their search for fear of not having enough information before purchasing. By creating a new way for consumers to shop for boats, the newly redesigned boats.com aims to keep the more than two million monthly shoppers on boats.com engaged throughout the purchase journey, providing them with activity-based search capability, the most current information about boat types and brands, and the widest selection of new and used boats.

The new boats.com is designed for every type of consumer: the first-time boat buyers who may not know where to start, lapsed boaters who have not owned a boat in some time and want to get back up to speed about what’s new, and current owners who have a better idea of what they are looking for, but may just want to compare different models. Shopping by activity, class and brand provides a pathway to the purchase journey for all consumers.

Activity
First-time boat buyers can begin their journey searching by activity, where they learn which boats are best suited for their favorite pastimes, such as fishing and wakesurfing. Searching by activity also benefits lapsed boaters who may not be aware of how tailor-made boats have become for specific activities. For example, center console boats have evolved in size and power for sportfishing use, and ski/wake boats have added ballast systems to take wakesurfing to a new level. The new boats.com experience provides detailed descriptions about these improvements.

Class
Further in the purchase process, shopping by class is a traditional feature that serves as a likely first step for lapsed boaters, as well as some current boat owners. Boat owners lapse for any number of reasons –  ranging from moving to a different city, a change in family status or employment, etc. A recent Boats Group study determined that 16% of leads submitted come from lapsed boaters, so It was important for the new boats.com to provide a path for this group.

Brand
One of the newest features of  the reimagined boats.com is the brand showroom, which showcases boat brands and the lifestyle they offer – alongside listings of new and used models. Shopping by brand is one of the final steps in the decision-making process, with current boat owners likely seeking this information out at the beginning of their search. Current boat owners can also use the brand showroom for information to contact their nearest dealer, access owners’ manuals, read reviews and articles– all in one place.

Using the journey-based Boat Finder tool, consumers have a new path for determining the best boats for their lifestyle. By answering three easy questions – What do you like to do on the water? How much are you willing to spend? What size boat are you looking for? – Boat Finder delivers the boat types that match the specified criteria. The final results deliver consumers the boat listings that meet their exact specifications.

“Our mission is to leverage technology to deliver a world-class shopping experience and leading value to our industry partners, so it’s paramount that we do everything we can to help empower consumers with the information they need to make knowledgeable purchasing decisions,” said Boats Group CEO Sam Fulton. “By reimagining the shopping experience on boats.com, we are giving consumers a new way to shop and introducing them to more boat types and brand. Ultimately, the more information we can provide consumers, the more likely they are to remain in the purchase journey and connect with the brand that meets their needs.”

Visit boats.com today to see how it helps bring boaters of all kinds out on the water through a reimagined experience. Empowering consumers with the largest selection of new and used boats, searchable by activity, class and brand is how boats.com is tackling the most important issue facing the boating industry.

Boating Industry PAC Reaches Fundraising Goal

BoatPAC, the federal political action committee of the MRAA and the National Marine Manufacturers Association, exceeded its 2018 fundraising goal of $200,000, raising nearly $202,000 from 348 donors. That figure is up from $154,000 and 312 donors in 2017. BoatPAC supports the election of candidates to the United States Congress who are strong advocates for recreational boating.

Matt Gruhn, President of MRAA said, “We are very appreciative of everyone who helped BoatPAC achieve this fundraising goal. With nearly 100 percent of MRAA’s Board of Directors and numerous MRAA members contributing, we’re thrilled that our advocacy efforts are stronger than they’ve ever been.”

In 2019, MRAA and NMMA will once again raise the bar and set BoatPAC’s fundraising goal at $250,000.

A full list of BoatPAC’s 2018 contributors is below.

To learn more about BoatPAC, please click the following link and fill out a prior approval form: https://www.boatpac.org/prior-approval-form/

If you have questions, please contact MRAA Public Policy Manager, Will Higgins.


President’s Club ($5,000)

  • Thom Dammrich
  • Bill Fenech
  • Joan Maxwell
  • Bill Pegg
  • Eddie Smith
  • Brunswick Corporation Good Government Fund
  • Polaris Industries Inc Political Participation Program

Admiral’s Club ($2,500+)

  • Kris Carroll
  • Scott Deal
  • Owen Maxwell
  • Chuck Rowe
  • Clarke Smith
  • Doug Smoker
  • Ben Speciale
  • Bill Watters

Captain’s Level ($1,500+)

  • Carl Blackwell
  • Craig Boskey
  • Dean Burnett
  • Tommy Hancock
  • Duane Kuck
  • John Kujawa
  • Joe Lewis
  • John Livingston
  • John McKnight
  • Terry McNew
  • Joe Neber
  • Martin Peters
  • Scott Porter
  • Dana Russikoff
  • Tom Slikkers
  • Jeff Stone
  • John Swick
  • Nicole Vasilaros
  • Mick Webber

$1,000 Club

  • Ann Baldree
  • Bill Boehman
  • Maurice Bowen
  • Huw Bower
  • Craig Brosenne
  • Tom Carroll
  • Louis Chemi
  • David Dickerson
  • Shawn Easton
  • Phil Estes
  • Ray Fernandez
  • John Giglio
  • Cale Grauer
  • Jeff Hall
  • Steve Heese
  • Ellen Hopkins
  • Ron Huibers
  • Joe Kirkland
  • Jon Kushner
  • Don Mackenzie
  • Tom McCuddy
  • Kitty McGowan
  • Rob Newsome
  • Rob Parmentier
  • Darren Plymale
  • Steve Potts
  • Jon Pritko
  • Kevin Roggenbuck
  • Larry Russo
  • Jeff Siems
  • Rob Soucy
  • Jack Springer
  • Paxson St. Clair
  • Jeff Strong
  • Chad Taylor
  • Jen Thompson
  • Rick Tinker
  • Peter Truslow
  • Ben Wold
  • Bill Yeargin

Purser’s Club ($750+)

  • Craig Clawson
  • Michael Collins
  • Erica Crocker
  • Mark Doggett
  • Doug Gomes
  • Matt Gruhn
  • Jim Leffew
  • John Marcinek
  • Mike Pasko
  • Grant Porter
  • Shelley Tubaugh
  • Joseph Weller
  • Lance West

First Mate’s Club ($365+)

  • Mark Amaral
  • Michael Ammons
  • Ron Bailey
  • Julie Balzano
  • Dale Barnes
  • Peter Barrett
  • Alex Berry
  • Jason Blackburn
  • George Blakely
  • Susan Blaxill-Deal
  • Martin Boyer
  • Eric Braitmayer
  • David Briggs
  • Mike Browne
  • Brandon Broxson
  • Kevin Carlan
  • Jill Carraway
  • Terry Clark
  • John Clarke
  • Derek Cornelius
  • Donny Covington
  • Jon Devitt
  • Keri Doscher
  • Chris Drees
  • Steven Driscoll
  • Darren Envall
  • Michael Fafard
  • Stephen Farinacci
  • Steven Flowers
  • Lindsey Garner
  • Donna Giddens
  • David Glass
  • Michele Goldsmith
  • Ryan Good
  • Robert Gross
  • Adam Hall
  • Jim Hardin
  • Rachel Harmon
  • John Hawley
  • Scott Higgins
  • Joe Hoffmaster
  • Jason Hogg
  • Joe Holtschulte
  • Greg House
  • Joseph Hunter
  • Greg Lentine
  • Lorraine Leveronne
  • Scott Lewitt
  • Ken Lovell
  • Joe Maniscalco
  • Nadia Martinez
  • Bob McAlpine
  • Bill McDaniel
  • Mark McKinney
  • Jinger McPeak
  • David Meeler
  • Kimberly Muncy
  • Mike Munsch
  • David Neese
  • Keith Ogulnick
  • Freya Olsen
  • Dorian Osborne

The Top 4 Courses on MRAATraining.com and Why

Being a member of the MRAA offers a wide variety of educational opportunity. But with roughly 100 courses in the online learning system, where do you start? How about the top four most viewed courses on MRAATraining.com?”

  1. Make Customer Service Your Competitive Advantage, with Theresa Syer
    If you think you’re getting by viewing customer interactions as another transactional part of your dealership, you won’t succeed. Theresa displays her passion for incorporating “The Human Factor” into every aspect of the customer experience and once you hear why, we think you’ll relate and feel inspired to do just that.

  2. A is for Attitude, with Sam Dantzler
    This course is not your typical “Ra ra go team” presentation. Sam takes a deep dive into the very science behind what happens around you when you simply come to work in a good mood. Our team took this one together for #TrainingDayWithMRAA, and our words were… “Mind, blown.”

  3. The Key to a Killer Sales Process, with Sam Dantzler
    How do you motivate your sales employees? This is a crucial piece of the puzzle. Sam walks us through why this piece is so important and gives advice on how to implement great sales processes into your dealership.

  4. The Rules of Engagement, with David Martin
    Harvard proves that a customer goes through a certain process before making a big purchase. We all know this. We also know that sales teams should also follow a process. David Martin proves that there are 8 steps to getting the write-up and in turn, making that sale.

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.