The workforce challenges we face can be debilitating. One day, we hire a rockstar to fill that critically important position, and all is right in the universe. The next day, we’re blindsided by the loss of a key employee, and we find ourselves reaching for the Tums. When will it end?

The honest truth is that it will never end. Just as our businesses evolve in the products and services we offer and in how we deliver them, the way we staff our businesses is in constant flux as well.

At the moment, however, the technician shortage may be the exception to that rule. It’s challenging to think we’re in constant change with our techs when it seems we just can’t find the right people — let alone the wrong people — to fill open positions. There’s not a dealer anywhere who wouldn’t hire a technician on a moment’s notice if the opportunity presented itself.

One of the greatest takeaways that sunk in with me while finalizing the just-published “10+1 Strategy: A Marine Industry Guide to Growing the Workforce,” was the revelation that in the not-so-distant future (like, maybe right after you read this), workforce planning will take precedence over financial planning.

Think about that. We all spend time budgeting, comparing actuals to budget, contemplating how our margins are being squeezed and working hard to meet our projections. But how often do we consider our strategy when it comes to staffing our operations? Our largest financial investment is in our people, but yet, our financial planning rarely includes strategic staffing considerations. We react to personnel changes rather than planning for and taking control of our future.

With the introduction of the, “Marine Industry Guide to Growing the Workforce,” we at the MRAA, along with our co-authors at the National Marine Manufacturers Association and the Rhode Island Marine Trades Association, are giving you more control than you’ve ever had when it comes to the workforce challenges. We’re not just offering you a high-level, industry-endorsed, 11-prong strategy; we’re offering you 32 specific tactics you can engage with today to begin your rebellion against the workforce challenges.

This Guide has been designed as a tool for us to all collaborate on addressing the issues from a national level — that’s us at MRAA and our national trade association colleagues; from a regional level — that’s our industry’s regional/state trade associations; and from the employer level — that’s YOU. Download this guide today; use the 32 tactics and the 20-plus live resources it features; and turn workforce planning into your competitive advantage.

What is the most important to your organization- mission, core values, or vision? How do you instill that key element into your company’s culture?

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“Core values come first. I’m not sure you can set a vision or create a mission statement you can follow without having a code of ethics in place as a guide.  

Customers are not going to judge a company on what they say they are in their mission statement. Some may commend a company for having a great action plan in place to achieve their stated vision. In the end, however, a company will be judged on its actions.    

Part of our initial training starts with refreshing new hires on using the manners their mothers taught them. We go beyond saying please and thank you. Living put these core values on and off the clock are essential for being part of our team.

Always tell the truth. Show up on time. Do what we say we will do. Charge what we quote or less. Use the manners our mothers taught us. Be in control of our attitude at all times. Give a little more than is expected.” – Rob Brown, Clark Marine

“Core Values” – Jim Dragseth, Whiticar Boat Works, Inc.

“Core Values” – Kristina Litjens, Boulder Boats

“Employee & Manufacturer Relationships” – Ken Sorley, Marineland Boating Center

 

Each month, MRAA connects with dealership management on a timely and relevant topic and publishing their insights at MRAA.com. Tell us what you have to say about this month’s question by commenting below and participating in the conversation. Also, watch for next month’s question coming soon

In the Continuous Certification Q1 course, “Take Your Dealership From Good to Great with CRM,” instructor Sam Dantzler opened our eyes to asking how customers want to be contacted. Since then, I’ve been taking notice how the businesses that I interact with contact me. This week, I needed to get my bike tuned up and have the handle bar tape replaced.

I rode the bike to the shop and was greeted enthusiastically by the service team. They threw the bike on the rack and asked what I was looking for. I told them the rear derailleur needs adjusting and the bar tape replaced.

They grabbed a repair order and started filling it out with my name, my phone numbers and when I needed it back. After some small talk I tucked my copy of RO in the pocket, looked at a couple of new bikes and walked home.

Later in the day, when I was emptying my pockets, I noticed some boxes that were built into their RO that weren’t used. Based on what I learned in that Continuous Certification Course, I thought the bike shop missed two great opportunities to build a better relationship with me and build in more efficiencies.

The RO has two permission boxes for texting and emailing. These are built into the RO to remind the employee to ask the customer how they want to be contacted. Neither was used. I can only imagine the amount of time that could have been saved for both the shop and myself if they simply sent me a text that my bike was ready. I do believe if a business or representative can move into the customer’s text space, the relationship advances. And a growing number of people prefer to be contacted by text these days.

The second opportunity seems light years old and obvious: How could anyone miss out on collecting email addresses these days? We’ve been preaching to boat dealers at our annual conference for years to always capture a customer’s email address. Even after all these years, email marketing arguably gets you the best bang for the buck.

So, my question to you, are you executing on what you’re learning or are you missing these same opportunities?

Even though she is the self-named “Newbie” of the marina world, Nancy Struthers, owner of Roger’s Marina in Summerstow, Ontario, Canada, has helped create a successful future for the family-built business.

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Q: You and your husband purchased Roger’s Marina from its previous owners (your in-laws) in 2010. Tell us how did you get started in the boating industry?

Struthers: Roger’s Marina started with Yves’ grandfather Roger Allaire, so we are 3rd generation owners. It’s always been a dream of ours to own and work at the marina. So in 2010, when his parents wanted to retire, we jumped at the opportunity to purchased it from them. It has been keeping us busy ever since! Yves has been at the marina all his life and everyone knows him. But me, on the other hand, I’m the newbie.

Q: What is the most rewarding part of your position?

Struthers: We’d like to say it’s the freedom to do what we want, but between March through December we are at the mercy of our clients. We are not complaining about this! Because of our genuine interest in our clients wants and needs we feel that we have grown our customer relations, and in turn have grown our business. We love what we are doing and hope to be able to do this for many years to come.

Q: What are some marketing strategies that Roger’s Marina has implementing in its business and how successful have they been to date?

Struthers: For advertising, I plan it out one whole year in advance. I write my details down and share it with everyone involved, whether that is with staff or the advertisers I work with. We are unable to participate in the area Boat shows, so I plan and piggyback off whatever event is going on. For example, the Toronto Boat Show is in January, so I advertise with a local radio station a week before to remind people to shop locally.  

Q: What does the next 10 years look like for you and Roger’s Marina?

 Struthers: How about the next 5 years… Currently, we are in the process of fixing up our docks for this season. In addition, we are decluttering the yard in preparation for our new 65 x 100 showroom and service area that is this coming October. We are very excited the new space, as our old building is just outdated and not energy efficient. Also, our tech is currently working towards becoming a Master Tech with Mercury!

Q: What are some things that people may not know about you?

Struthers: The first few things that comes to mind are 1) Yves and I are child hood sweethearts, 2) I enjoy reading and doing puzzles in my quieter time, and 3) I have never worked at a marina before purchasing one.

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If you have a nomination for the Member Spotlight section of our newsletter, please send an email to mickaela@mraa.com.

It has almost been a week since last Friday’s #trainingdaywithMRAA, and I can’t stop thinking about what Theresa Syer said in her session, “Make Customer Service Your Competitive Advantage.”

“According to the IPSIS Mori Study, emotionally engaged customers are 3-times more likely to recommend you to others.”

Whoa. We all know that the moment a potential buyer can picture their children (or dog, in my case) sitting in that new boat, the sale is closed. People are emotional creatures. So how can we use this information to keep customers returning to your dealership and bringing their friends?

Theresa says we need to shift our focus from the single task that needs to be completed (ie. selling a boat) to a future focus that will keep customers coming back for more. This happens when the customer is greeted upon arrival, is escorted to the place they need to be, is offered professional advice without cost, is given an above and beyond customer experience that they can’t stop thinking about.   

We shouldn’t strive to get customers in and out of the door as soon as possible; but instead create a unique experience for them to be wowed by. They are going to remember their experience when they need service on their new boat because you made things different for them.

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Join the #trainingtrio on Twitter every Friday morning for their weekly #trainingdaywithMRAA session.