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.

Experiences are greater than material products.

I’ve been hearing this mantra from many directions lately. For example, Instagram is using influencers and ads to capture the experience you will get from engaging with the product – to capture the feelings and emotions tied to using their product. Going to a conference has changed; it used to be the land of samples, dry education, and services or product information. Today’s conferences have focus on the guest experience; food and drinks, location, engaging education and entertainment, and community building.

The membership team at MRAA went to a seminar in early April, the Secrets to Engagement, to learn about how we can continually improve how we serve our members. The emphasis on impressions and experiences was impactful, and it helped us take a look at how we welcome new members into the association.

We know marine retailers join for our tools, resources and education – what can we offer as the staff to turn our products into experiences? It seems so simple as I put these words down: It’s about the human interaction; it’s about making people feel important and heard; it’s about responding to a need with compassion and support. MRAA members are our customers, and we need to maintain focus on how to continually improve how we deliver excellence with interactions that result in meaningful experiences.

To further develop this thinking, the MRAA staff is participating in the elite education put together by the Continuous Certification team for Certified Dealers in quarter two – “Improve Customer Loyalty with a Customer Experience Mindset,” by Theresa Syer. Theresa points to a similar mantra around experiences; detailing the emotional experience that retailers must deliver to move from delivering in customer service to deliver an engaging customer experience. When customers visit a marine retailer, the staff needs to focus on the experiential mindset that combines the sum of all moments while at the dealership. That means the entire staff ensures the guest feels cared for and addresses their needs in an intuitive and human way. It seems obvious, I know, but it’s challenging in practice. Theresa underscores the importance of success in this area, however, when she says, “The Human Factor is the behavior that directly influences your customer based on how you made them feel.”

The time for change on how we deliver on experiences over selling products is now. We only have one moment to make a lasting impression that could create a loyal, raving fan of a customer. And the boating industry is noticing this trend. We need to shift from selling boats (the product) to remaining focused on delivering boaters a world-class lifestyle (the experience). What can we do to increase the positive experiences for customers, members, and guests, to impact future spending and commitment to each of our unique brands? In some cases, it will be as simple as a genuine smile!

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Are you interested in learning more about enhancing the customer experience at your dealership? The Marine Industry Certified Dealership program has the template for developing the resources and processes to create loyal fans as customers.

What is your most effective marketing tactic to attract prospective customers to your dealership this time of year?

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“We are finding that making contacts at boat show and then inviting them to the dealership has been pretty effective. Whether it is cost effective is another question.” – John Ladner, Breath’s Boats & Motors

“Open houses” – Jim Dragseth, Whiticar Boat Works, Inc.

“On water demo days work well for us.” – Stuart Litjens, Boulder Boats

“Boat handling skills training” – Joe Lewis, Mount Dora Boating Center

“I found using Radio has been very good for us. We have short 30 second commercials played often that way clients know to come to us first.” – Nancy Struthers, Roger’s Marina

 

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.

All it takes is one small (or large) change at your dealership to increase your odds of success. At MRAA’s annual conference, the Marine Dealer Conference & Expo, we often remind attendees to not bite off more than they can chew and to prioritize a manageable list of their top three conference takeaways home with them. So, to celebrate open registration for the 2018 MDCE, here are three ways 2017 MDCE attendees are maximizing their success right now:

1. Tools and Resources
“We will be implementing the YMCA tool from Schooly [Jordon Schoolmeester, of Garage Composites], re-visiting our process maps, with the staff from each department and making improvements/changes as necessary.” – Vanessa Orchard, C.A.S. Power Marine Ltd.

2. Streamlining and Implementing a CRM System
“We will be able to organize our service and sales departments better, and we will be implementing a CRM system.” – Rufino Cruz, Regal & Nautique of Orlando

3. Creating an Superb Online User Experience
“We took a marketing seminar and the guy was focused on getting websites up to date. It’s inevitable because the world has gotten digital, so we’re going to concentrate on making our website more user friendly and work on our mobile devices as well.” – Derrick Collins, Boat Owners Warehouse

Change is hard, but progress is necessary for the success of your dealership. The 2018 MDCE can help you make incremental improvements to your dealership’s success.

If you are interested in experiencing what other dealers already know, join us at the 2018 Marine Dealer Conference & Expo. Click here.