SkipperBud’s rooted in the Midwest and founded in Wisconsin is adding a new on‐water location in Lake County, Illinois in the resort town of Antioch. SkipperBud’s – Sequoit Harbor is on beautiful Lake Marie (a glacial lake which is part of the 14 lake, Fox Chain O’ Lakes) just south of the IL/WI state line on IL route 173.
Sequoit Harbor, an Antioch landmark established in 1958, sits on nearly 30 acres bound by IL Route 173 to the North and Sequoit Creek to the South. The marina consists of 208 slips, a fuel dock, launch ramps, hoist and travel‐lift wells, 15,000 square foot showroom and a 10,000 square foot service shop. Sequoit Harbor also offers full and self‐service in‐out for the summer season. Future plans include a dry‐stack building for year‐round indoor boat storage, a new showroom and additional storage buildings. Marina amenities include meticulously landscaped grounds and dock‐front parking.
SkipperBud’s – Sequoit Harbor is Northern Lake County’s on‐water “Boating Supercenter” offering service and sales for new, used and brokerage boats including pontoon and deck‐boats, fishing boats, tow boats, center consoles, bow‐riders, cruisers and jet boats.
The marina was acquired from previous owner Terry Upton. SkipperBud’s has hired all Sequoit Harbor personnel. The knowledge of the long term employees and help from Terry Upton has made the transition seamless.
The visit was in conjunction with the American Boating Congress, an annual event hosted by the National Marine Manufacturers Association intended to unify the public policy voice of the pleasure boating sector. Randy joined the largest contingent of boating advocates in years on Capitol Hill for three days of congressional meetings, industry updates and strategic planning.
Both Senator Corker and Senator Alexander are members of the Congressional Boating Congress, an informal, bipartisan group of U.S. Senators and Representatives formed in 1989 to advocate for the interests of the recreational boating industry. A total of 24 U.S. Senators and more than 100 House members belong to the Congressional Boating Caucus.
“We had a healthy discussion about how the federal government can help make recreational boating acessible to more citizens,” Randy said. “We didn’t agree on everything, but I left Washington feeling confident our elected officials are committed to working with marine manufacturers, retailers and suppliers to spur growth and make boating safer and more acessbile.”
“Randy’s leadership, as evidenced just this week during the American Boating Congress, has been an invaluable resource for both MRAA members, his state and boaters around the country,” MRAA President Matt Gruhn said. “Randy’s advocacy over the years has been instrumental in ensuring the voice of the marine dealer is heard.”
Certified Dealers are committed to ensuring your satisfaction before, during and long after the sale. Certified Dealers have been asked to meet a set of the industry’s most stringent standards, ensuring they meet and exceed the expectations you have for your boating lifestyle.
Why Buy From A Certified Dealer?
Friendly, knowledgeable employees
Quality products
Reliable service
Follow-up before, during and after the sale
Clean, neat and orderly facility and well-maintained inventory
A Marine Industry Consumer Commitment that guarantees your satisfaction
Both MRAA and IDSI understand the pressures of dealership profitability in the wake of increasingly competitive margins. To combat this industry reality, MRAA is proud to bring dealerships a new source of income development: Platinum Protection Systems, IDSI’s groundbreaking product that tackles boat purchase worries head-on.
Customers demand the peace of mind IDSI’s five-year warranty provides, and dealerships relish in the backend profitability it affords. Hundreds of marine dealers across the US and Canada now offer Platinum Protection to their customers.
As an MRAA Premier Partner, IDSI is a full-service F&I product provider working to secure a strong and healthy boating industry through dealership growth opportunities. Those who share this goal are urged to learn more about the income opportunities that a partnership with IDSI provides.
Sebrite offers a wide variety of boat financing programs and works directly with dealerships of all sizes to help marine retailers sell more boats. Loans offered by the Sebrite team range from $5,000 to $4 million and encompass both older model financing and extended service contracts.
Any MRAA member can enroll in Sebrite’s customer financing ecosystem. Online portals allow sales teams to submit secure credit applications directly from the showroom floor and communicate with Sebrite throughout the decision process.
Sebrite Financial joins a continually growing roster of boat manufacturers, vendors and suppliers that have chosen to support the dealer community through partnership with the MRAA. Find a full menu of partner benefits here.
A total of 169 retailers registered for the 2016 Marine Dealer Conference & Expo during the month of April, two more than the high water mark set last year. Those taking advantage of the month’s special pricing enjoyed a $50 instant savings over the full price ticket — with members of the Marine Retailers Association of the Americas eligible for an additional $75 discount.
The 2016 Marine Dealer Conference & Expo, produced jointly by the MRAA and Boating Industry magazine, will take place Dec. 5-8 in Orlando. Some of the benefits of the later time frame include fewer scheduling conflicts with key events like the Fort Lauderdale International Boat Show and the Marine Equipment Trade Show in Amsterdam.
“The December dates are also likely to allow marine retailers in northern climates to be further along in their boat winterization and storage processes,” Jonathan Sweet, editor-in-chief of Boating Industry, said. “This may prompt some dealerships to participate for the first time and others to register more team members.”
The strong April numbers, coupled with the later dates, put MDCE 2016 on track to see the highest attendance to date. In 2015, a total of 1,147 marine industry professionals from throughout North America and as far away as Australia traveled to Orlando for MDCE, which featured a sold-out expo hall filled with more than 100 exhibitors.
Sebrite offers a wide variety of boat financing programs and works directly with dealerships of all sizes to help marine retailers sell more boats. Loans offered by the Sebrite team range from $5,000 to $4 million and encompass both older model financing and extended service contracts.
Any MRAA member can enroll in Sebrite’s customer financing ecosystem. Online portals allow sales teams to submit secure credit applications directly from the showroom floor and communicate with Sebrite throughout the decision process.
Sebrite Financial joins a continually growing roster of boat manufacturers, vendors and suppliers that have chosen to support the dealer community through partnership with the MRAA. Find a full menu of partner benefits here.
In my previous post, I described how the use of mobile devices can help improve Communication, Collaboration and Control in your dealership. In this post, let’s take closer look atsome actionable examples a marine business can deploy that work well with readily available apps to help increase both communication and collaboration in your dealership while maintaining a level of control to keep everyone focused.
I have visited hundreds of boat dealerships, boat yards and marine service centers during my 12-year career in the marine industry. Dealers are resourceful, and I have seen many innovative processes designed to help with the flow of information. But most of these processes utilize a paper form to get information from one place to another. The problem with paper is that it does not transfer from one place to another easily. Not only does it physically have to be carried from one place to another, but the information written on that paper eventually needs to get entered into a billing or dealer-management system.
Scheduling people and events tends to be one of the most fluid aspects of running a boat dealership or boat yard. The schedule you started with at 7:30 a.m. is completely shot by 9:00. Things are constantly in flux as customer demands pop up, parts you expected to receive don’t arrive, equipment malfunctions and the weather changes. The most common tool used by both sales managers and service managers is a dry erase board and the eraser is used as much as the marker.
Many marine businesses have resorted to Excel spreadsheets to organize staff members, track employee time and maintain a schedule. Excel is versatile but it’s not a collaboration tool. While things like Office 365 have made collaborating and sharing spreadsheets easier, the problem is that it’s still a spreadsheet and not designed for coordinating and scheduling team members. Furthermore, they are hard to navigate from a mobile device and they don’t effectively alert team members when something is coming due.
To improve on how these schedule changes are communicated to your team, some dealers and boatyards have started to incorporate free tools like Google Calendar and Google Docs to share calendars with their staff, alert team members of when various tasks need to be started and communicate any changes rapidly to the team regardless of where they are located.
Google Calendar:
You can use Google Calendar to schedule and coordinate the daily job assignments and/or boat delivery schedule with your employees. Just set up a new calendar and start adding events as your jobs. You will need to include your employee’s email address as the attendee of the event. After you get your schedule set, invite your employees to subscribe to the calendar. Google Calendar has a native mobile app that works on both Apple and Android devices.
From a management perspective, the ability to check your teams’ availably is powerful, plus you can assign a color to each person so they are easily recognizable on the calendar. This method works well for a team of up to 10 service technicians. If you are managing more than 10 team members, Google Calendar can be a bit tedious to navigate, as changes to the calendar are made throughout the day, and there will be constant changes; your team can see the most current schedule when they check the calendar.
If you have mobile service techs, one of the nice things about Google Calendar on mobile is that it integrates with maps. If you put your customer’s address in the event being scheduled for your technician, they can tap on the address and it will bring up a Google Map that will navigate them to the boat.
Google Docs:
Tasking your employees to do something with an event is great, but just letting them know what is supposed to be done for whom and where might not be enough. In a business as detailed as a boat dealership or boat yard, your technicians and sales people need more detailed instructions of what they are supposed to do and how. This is where Google Docs comes in. Using Docs, you can share documents, spreadsheets, photos and videos with your team. These docs can either be shared “read only” or they can be given permission to edit. All you need to do is email them an invitation to their Gmail address and they will have access to the document.
Both Google Calendar and Google Docs are free if you use a Gmail address. But most marine businesses want to use email address associated with their company’s domain name. To do this, the paid version of Google Apps for Work is required. This feature is $5 per user per month and includes a business email addresses (name@yourcompany.com) and 30GB of online storage for file syncing and sharing.
Microsoft Office Integration:
As you read this you might think, “Hey, this sounds great but we use Outlook.” Not to worry, at MyTaskit we use Outlook as well but we sync our Outlook Calendars and Email to Google Calendar and Gmail. This is done using a free application provided by Google called Google Apps Sync for Microsoft Outlook (https://tools.google.com/dlpage/gappssync).
Real-World Example:
All of this may sound good in theory but how can these tools be used in a boat dealership or boat yard scenario? One of many uses is how service managers schedule jobs for their technicians. A service manager can schedule jobs for the technicians by inviting them to a Google Calendar event. In the example below, I have created an event called “370 Sundancer / Ron Lewis / WO #500513”. The name of the event incorporates the boat name, customer name and work order number.
In the Description section is a link to a Work Order that is also shared with the technician using Google Docs.
When the technicians view their calendar they would see an event show up like the one below. Tapping on the event (task) takes you to a detailed view. Here you can see that a reminder has been set to 30 minutes before the event. You can also tell who assigned this task to you and whether any other technicians have also been assigned this task.
New partnership includes webinar and blog post series on using mobile devices to drive productivity
The new partnership includes an upcoming webinar and series of blog posts, which will be available exclusively to MRAA Retail Members. The first of these blog posts, which explores how mobile devices can drive increased productivity, was recently published on www.MRAA.com.
“The marine dealers who stay educated on the latest technologies have a leg up on the rest when it comes to building relationships with consumers, turning them into customers and retaining their business over the long haul,” MyTaskit Senior Vice President and General Manager Cam Collins said. “We’re proud to work with MRAA to provide this type of insight to their members.”
The educational resources set for release in 2016 will focus on specific ways MRAA members can capture mobile’s momentum and reap the benefits of the smartphone revolution, according to Collins, who has presented at the annual Marine Dealer Conference & Expo and is one of the marine industry’s recognized experts in mobile.
“We welcome the opportunity to partner with a company like MyTaskit that shares our passion for marine dealer education,” MRAA Vice President Liz Walz said. “Technology advances quickly these days, and having a place to turn to help navigate the world of mobile provides huge value to our members.”
MyTakit joins a continually growing roster of boat manufacturers, vendors and suppliers that have chosen to support the dealer community through a partnership with the MRAA. Find a full menu of partner benefits here.
Tuesday mornings bring an extra buzz to Bridge Marina in Lake Hopatcong, New Jersey. Finding out what people really think of you can have that sort of effect.
Distributing post-sale surveys to their customers has been a policy at Bridge Marina for the last decade, and in recent years have been completed digitally via Survey Monkey. Participation rates are typically well north of 50 percent, and Bridge Marina owners Becca and Ray Fernandez say the dividends have been well worth the moderate investments of time and planning.
“It’s a simple process, but something that is so important to us,” Becca said. “We post the results in our employee-only area so everyone can see them, and it helps us constantly improve our business. It boosts staff morale and helps us maintain the level of customer satisfaction we expect.”
Three Steps to Launching a Survey Program
Decide what department/customer types to target, develop a short survey with relevant questions (numerical ratings work well) and determine a realistic distribution frequency.
Craft a process map to guide staff on how surveys should be sent to customers. Think about text, email, traditional postal and web channels.
Collect and compile data to share with staff. Develop a system to follow up with customers not returning surveys and determine who will address negative feedback.
Gathering honest customer feedback represents a key component of the Marine Industry Certified Dealership Program, which Bridge Marina has completed.
“I wasn’t aware how in-depth our customer satisfaction survey process was until we began the Certification process last fall,” Ray said. “I was concerned we wouldn’t be able to calculate our CSI scores we needed for Five Star Certification, but after looking at what we’d be doing and what the results were I saw how big of a lift it really was.”
The goal at Bridge Marina is to put a survey in the hands of every customer making a purchase — whether it be a new boat, service product or rental. How surveys are crafted, distributed, collected, analyzed and shared has all been mapped by Becca and Ray, and the process has become second nature to their team.
“We have a whole process mapped out here at the marina detailing how we collect email addresses, make sure we have all the customer’s information and get a survey out to them as soon as possible while the experience is still fresh in their mind,” Becca said. “Usually within a few days.”
Becca crafts the questions contained in a typical survey herself and says they are designed to both be completed quickly and provide focused insight into an individual customer’s buying experience. Most ask for ratings and rarely stretch past 10 questions. While she says results are overwhelmingly positive, approximately 95 percent, reading the occasional negative comment can have an equally important impact.
“Of course we want to know how we knocked their socks off, but we also want to know how we can improve and what we can do to make their experience better,” Becca said. “When we do happen to get a survey that’s not so great, and it does happen from time to time, it gives us a great opportunity to follow up with that customer and find out what happened. We can see if we need to change a process on our end to keep that unfortunate situation, whatever it may be, from happening in the future.”
Wait times, late parts or sluggish responses are among the most common complaints and are quickly addressed.
Bridge Marina has set up different surveys within Survey Monkey customized for each department of the dealership. Interestingly, Bridge Marina’s boat club customers are typically the most active participants. Slip owners aren’t far behind.
Follow-up contacts are made with customers electing to not complete a survey, and some gentle prodding by the Bridge Marina team usually are enough to coax a response.
Survey results are shared with the staff weekly, and accolades are given to team members called out by name in responses — which Becca and Ray say happens quite frequently. Positive comments are posted on a wall inside the dealership, and individuals are rewarded with $20 for being mentioned in a positive review.
“We filled up the entire wall last year,” Ray said. “It’s a great way to highlight what we are doing well. I’d say it costs us about three or four man hours — or, more appropriately, women hours — per week, which for us is well worth the return.
So how can other marine retailers throughout North America launch a survey system like the one at Bridge Marina? Ray has some simple advice.
“When we started this a decade ago we did it twice a year with our slip customers,” Becca said. “We’ve progressed, obviously, and now are really into it. Start small, otherwise it will get overwhelming and you won’t be able to maintain it. If we tried to bite off what we’re doing today in one shot, it would be too overwhelming.”
Ray added that having the entire staff supporting the initiative has also been a key cog in Bridge Marina’s surveying success.
“You have to have an orientation with your team and a system in place,” he said. “Develop a timeline of how often you want to survey and decide on who, exactly, will be responsible for execution. I think the results will be enough to keep things going. Once you get a result back you start to say, ‘wow, I want to do this more. I feel good about my team and feel good about what we’re doing.’”
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