MDCE 2014 Kicks Off With Opening Night Networking Event

Organizers of the 2014 Marine Dealer Conference & Expo will kick off the industry’s premier annual dealer educational event Sunday evening, Nov. 16, at a cocktail/networking reception on the Expo Hall Floor of the Orange County Convention Center in Orlando, Fla. MDCE runs at the convention center and adjacent Rosen Centre Hotel Nov. 16-19.

Sponsored by Dominion Marine Media, the 2014 MDCE Kickoff Cocktail Reception will feature live entertainment from acoustic group the Bayside Boys, as well as drinks, hors d’oeuvers, and plenty of time for conference-goers to mingle and network in advance of the Pre-Conference Workshops that take place Monday morning, Nov. 17.

The opening night reception begins at 6 p.m. and is open to all MDCE registrants.

“Dominion Marine Media is excited to again sponsor the official kickoff to MDCE, as it’s the largest and most comprehensive dealer event of the year,” says Courtney Chalmers, Dominion Marine Media vice president of marketing. “This reception is highly anticipated and provides an ideal setting for dealers and industry professionals to catch up with one another and meet new friends before the conference commences. We’re proud to partner with MDCE to make this event possible, and we’re looking forward to another successful year.”

MDCE’s opening night reception is the first of three opportunities hosted throughout the three-day event for conference attendees to network with their peers, show organizers and key conference speakers.

“Networking opportunities are one of the most valuable components of MDCE that we can offer attendees,” says Amy Collins, publisher of Boating Industry, which produces the annual event in partnership with the Marine Retailers Association of the Americas. “Once again, we look forward to hosting a fun, fabulous event to get the conference started on a high note and get dealers excited about the days’ education opportunities that are to come.”

The 2014 MDCE offers more than 30 educational sessions in all, the most the event has ever offered, including seven Pre-Conference Workshops. The conference has traditionally included three educational tracks, but in 2014, it has expanded to four tracks: Leadership, Sales, Marketing and Service Plus. A Closing Keynote address also has been added this year.

The MDCE has attracted an increasing number of dealers every year since 2007. MRAA’s goal is to grow the event to more than 1,000 dealer attendees. To learn more, visit MRAA.com/MDCE.

About the Marine Dealer Conference & Expo
The Marine Dealer Conference & Expo is the Marine Retailers Association of the Americas’ annual conference and member meeting. As the marine industry’s only dealer-specific educational conference, the MDCE offers an in-depth lineup of educational topics, a full-featured expo hall and a series of fixed networking opportunities, all of which are designed to help marine dealers connect with and learn from others who can foster their success. The MDCE is co-produced by MRAA and Boating Industry, and it features Pre-Conference Workshops, Opening and Closing Keynote presentations, four tracks of educational content and more than 30 sessions. It will be held Nov. 16-19 at the Orange County Convention Center and Rosen Centre Hotel in Orlando, Fla. For more information, visit MRAA.com/MDCE.

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MICD Program Helps Keep MDCE 2014 Attendees Connected

In today’s business environment, it’s critical that professionals have the ability to stay connected with the people and companies they work with 24/7, regardless of whether they’re at the desk or on the road.

The Marine Industry Certified Dealership Program is making it possible for dealers to keep in touch with their home offices and business colleagues all over the globe via their laptops, tablets and smartphones by sponsoring WiFi capabilities at the upcoming 2014 Marine Dealer Conference & Expo. MDCE takes place Nov. 16-19 at the Orange County Convention Center and Rosen Centre Hotel in Orlando, Fla.

The MICD Program sponsorship includes wireless internet connectivity for all MDCE participants in the Orange County Convention Center Expo Hall and the Educational Tracks held within.

“The MICD Program truly embraces the convenience that mobile technology provides, and so it made good sense for us to support this extremely important aspect of this year’s MDCE,” says Sonja Moseley,” MICD Program director. “Constant connectivity makes it that much easier for dealers to communicate with the people they do business with on a day-to-day basis, and the MICD Program is pleased to help make this possible for all MDCE attendees.”

Dealers interested in learning more about the MICD Program and all the cost savings and benefits that it provides are encouraged to come by the MICD Booth, #302, at MDCE. Here, dealers can speak one-on-one with Certification personnel to get all their questions answered and even sign up to get Certified or Recertified during the event.

A special promotional discount of $200 off Certification or Recertification applies if dealers enroll in the MICD Program on site at MDCE.

For more information about the MICD Program or to enroll, contact Sonja Moseley at 763-333-2424 or sonja@mraa.com.

About the Marine Industry Certified Dealership Program
Managed by the Marine Retailers Association of the Americas (MRAA), the Marine Industry Certified Dealership Program (MICD) is dedicated to improving the customer experience at the retail level. The first step in the Certification process focuses on establishing a high level of customer satisfaction through communication, appearance and quality. The second tier of Certification continues to enhance the customer experience by implementing processes for overall dealership functionality. At the program’s Five Star level, established organizational procedures are implemented to ensure smooth operations and happy customers. To learn more about the MICD Program, visit MRAA.com/certification.

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MRAA Educational Foundation Sets $20,000 Fundraising Goal

The MRAA Educational Foundation has set a goal of raising $20,000 in 2014 to provide financial support for education, training and professional development in the recreational marine trades.

So far, the not-for-profit 501(c)3 corporation has raised $7,400. In order to continue to offer the growing number of scholarships and awards the foundation provides to train men and women studying to become marine technicians, service employees working to expand their skills, dealership managers and owners seeking to improve and grow their businesses, and industry leaders striving to create a stronger marine industry, more than $12,000 will need to be raised in November and December.

“As the industry has begun to recover from the recession, finding qualified employees to support their growth has been a big challenge for many marine dealers,” says Liz Walz, executive director for the foundation. “The foundation can help by providing financial support to students who are training for careers in the boating business and dealership employees interested in furthering their education.”

During the upcoming 2014 Marine Dealer Conference & Expo, taking place Nov. 16-19 in Orlando, Fla., the foundation will hand out nine scholarships and awards that together represent $34,120 in technical training and professional development. They include the following programs:

• Three MRAA Technical Scholarships, which are awarded to marine schools that train students for careers in the marine industry

• Two ABYC Scholarships, which cover the tuition for one recipient to attend ABYC’s Introduction to Basic Marine Electric & Corrosion Protection and for another recipient to attend one of ABYC’s Certification Courses

•The Duane Spader Leadership Development Scholarship, which covers the tuition for one recipient to attend Spader Business Management’s Leadership Development Program

• Two Kevin Lodder Scholarships, which covers the tuition and provides a travel stipend for each recipient to attend Spader Business Management’s Total Management Workshop

• The Darlene Briggs Woman of the Year Award, which is presented to an outstanding woman who is actively involved in the marine industry

To learn more and donate to the MRAA Educational Foundation, click here. For additional information about the foundation, contact Liz Walz at 315-692-4533 or liz@mraa.com.

About MRAA Educational Foundation

As part of its mission to create a strong and healthy boating industry, the Marine Retailers Association of the Americas is committed to offering training, education and professional development opportunities to its members and the entire marine dealer community. In 2004, the association launched the MRAA Educational Foundation, a not-for-profit 501(c) 3 corporation, to provide financial support for education, training and professional development in the recreational marine trades. For more information, visit About Marine Retailers Association of the Americas

At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the companies that interact with the boater in their community must thrive. Those businesses determine the boater’s experience and are the leading factor in the industry’s success. The MRAA works to create a strong and healthy boating industry by uniting those businesses, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit ###

Certified Dealers: Register Additional Locations to Get Certified and Save

The Marine Industry Certified Dealership Program is making it easier and more affordable for Certified Dealers to register multiple locations for the MICD Fast Track and Recertification at a special program enrollment rate for all dealerships that seek to Certify or Recertify more than one location.

Certified Dealerships will now pay $2,499 for the first location that signs up for the MICD Fast Track and just $1,000 for additional locations, up to four locations at a time, while dealers looking to Recertify will pay $1,699 for the first location and only $500 for additional locations, also up to four locations at a time.

“Providing Certified Dealers with these discounts makes it that much easier for them to get all their locations Certified in a timely manner and keep them Certified into the future,” says Sonja Moseley, MICD Program director. “The savings we now offer on both the MICD Fast Track and Recertification amount to less than half of what the normal program costs would run a dealership to sign up. That creates substantial savings for dealers, both now and in the long run. It’s the program’s way of demonstrating that it strives to make it simple — and affordable— for dealers to get on (and stay on) the Certification path.”

Previously, Certified Dealers that wanted to register multiple locations for the MICD Program had to navigate a cumbersome formula that amounted to receiving $100 off each additional location up to four locations maximum. This capped Certification Program savings at a maximum of $400 per location and applied equally to MICD Fast Track and Recertification candidates.

The new MICD Program multi-location special rate is based on groups of up to four locations, but does not limit the total number of locations that receive discounts. The first location in either a Certification or Recertification pays full price ($2,499 or $1,699) and up to three more locations can Certify or Recertify at the same time for the special rate of $1,000 (Certification) or $500 (Recertification). Dealerships can register and Certify as many locations as they would like, but Certifying in groups of four ensures that the MICD consultant can provide a quality experience.

Dealers interested in learning more about the MICD Program and all the costs savings and benefits that it provides are encouraged to come by the MICD Booth, #302, at the upcoming Marine Dealer Conference & Expo, taking place Nov. 16-19 at the Orange County Convention Center and Rosen Centre Hotel in Orlando, Fla. Here, dealers can speak one-on-one with Certification personnel to get all their questions answered and even sign up to get Certified or Recertified during the event.

A special promotional discount of $200 off Certification or Recertification applies if dealers enroll in the MICD Program on site at MDCE.

For more information about the MICD Program or to enroll, contact Sonja Moseley at 763-333-2424 or sonja@mraa.com.

About the Marine Industry Certified Dealership Program
Managed by the Marine Retailers Association of the Americas (MRAA), the Marine Industry Certified Dealership Program (MICD) is dedicated to improving the customer experience at the retail level. The first step in the Certification process focuses on establishing a high level of customer satisfaction through communication, appearance and quality. The second tier of Certification continues to enhance the customer experience by implementing processes for overall dealership functionality. At the program’s Five Star level, established organizational procedures are implemented to ensure smooth operations and happy customers. To learn more about the MICD Program, visit MRAA.com/certification.

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MICD Program Offers Marine Retailers Incredible ROI

The Marine Industry Certified Dealership Program provides marine retailers across North America with the tools they need to achieve business and operational excellence at their respective dealerships. But the program offers dealers much more than just standards and processes; Certification grants dealerships access to a host of exclusive benefits designed to help them save money, earn money, further their professionalism, and maximize consumer exposure of their MICD status.

Certified Dealerships at any level of the program — Step 1, Step 2 or Five Star — are eligible to partake in benefits like access to leads through the Discover Boating Lead System; discounts on space at all National Marine Manufacturers Association-produced boat shows; business insurance stipends and cash back on premiums; cash back on the sale of extended service agreements; discounts on Professional Yacht Broker certification; and access to free, professionally designed marketing materials.

“Participation in the MICD Program is one of the most important and valuable investments a dealer can make in his or her business,” says Sonja Moseley, MICD Program director. “The benefits retailers can reap as a direct result of becoming a Certified Dealership are completely unique to the program and unavailable anywhere else in the industry. Our goal with Certification is not only to help dealerships run their operations in the most successful and profitable way possible, but also to offer them the tools, collateral and discounts that will serve to further advance their position in the marketplace and help bolster satisfaction and loyalty among customers.”

Certified Dealerships are granted direct access to consumer leads generated through DiscoverBoating.com via the Discover Boating Lead System, which MICDs can access on GrowBoating.org with their username and password. Additionally, MICDs will receive special recognition at any NMMA-produced boat show in the U.S. and Canada, giving them additional visibility among consumers and helping promote their Certified status.

Business insurance often is a big expense for dealers. Insurance giant CNA is helping take a bite out of this cost for MICDs by making Certification Program participants eligible for stipends at each program step, as well as offering up to 10 percent back on premiums for Five Star MICDs.

The CSI and financial benefits that extended service agreements provide dealerships cannot be overstated, and Marine Industry Certified Dealerships are entitled to rebates on the sale of these agreements through American Guardian Warranty Services. AGWS is offering cash-back rebates to MICDs on the sale of its Compass Marine extended service agreements based on three levels of criteria, two of which involve Certification.

Sales personnel at MICDs are able to further enhance their level of industry professionalism by becoming Certified Professional Yacht Brokers at a total savings of $550 per applicant to the CPYB accreditation program. The CPYB designation is the most prestigious mark of excellence for yacht sales professionals throughout North America.

Finally, Certified Dealers have unlimited access to a variety of free, professionally designed marketing materials — including professionally produced videos, press release templates, web and print ads, valuable sales and marketing tips, and more. Among the exclusive benefits, the MICD Best Practices Navigator gives Certified Dealers access to a 100-plus-page compilation of the best practices, strategies and processes that MICDs across North America employ at their respective dealerships to boost customer satisfaction and increase sales.

“The benefits we currently offer Certified Dealers are substantial, and the list is only continuing to grow and expand,” says Moseley. “The MICD Program is committed to making the value proposition for dealers enrolling in the program impossibly high.”

To review the complete list of MICD Program benefits, click here.

For more information about the MICD Program or to enroll, contact Sonja Moseley at (763) 333-2424 or sonja@mraa.com.

About the Marine Industry Certified Dealership Program

Managed by the Marine Retailers Association of the Americas (MRAA), the Marine Industry Certified Dealership Program (MICD) is dedicated to improving the customer experience at the retail level. The first step in the Certification process focuses on establishing a high level of customer satisfaction through communication, appearance and quality. The second tier of Certification continues to enhance the customer experience by implementing processes for overall dealership functionality. At the program’s Five Star level, established organizational procedures are implemented to ensure smooth operations and happy customers. To learn more about the MICD Program, visit MRAA.com/certification.

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MRAA Members: Get Valuable Market Data Through CDK Global

For marine dealers, being able to benchmark their businesses against the competition is paramount; and having access to the data required in order to make appropriate market comparisons is key to boosting profits and elevating the bottom line.

Membership in the Marine Retailers Association of the Americas makes it easier than ever for dealers to know where they stand in the marketplace through an exclusive partnership with CDK Global Recreation — formerly ADP Lightspeed — an MRAA Premier Partner and the association’s exclusively endorsed dealer management software provider. The partnership gives MRAA members access to monthly marine market data to see how they compare against other dealers located throughout North America.

The monthly data reports will be housed on the MRAA website for dealer members to view and download. MRAA members also will be eligible for discounts offered by CDK Global for the LightspeedEVO dealership management software.

MRAA members get exclusive access to CDK Global data through the MRAA Rewards Program, which includes more than 30 tangible benefits that members can take advantage of for their $300 annual investment in MRAA membership.

“We’re thrilled to partner with CDK on dealership management, giving our members access to valuable market data they can’t get anywhere else” says Matt Gruhn, MRAA president. “Not only does CDK Global Recreation offer an incredible solution on the software side, but it also provides the association with great insight into data that drives the market and many outstanding best practices that CDK has recognized through its work with dealers over the years.”

MRAA and CDK will work to produce an annual “Best Practices” webinar for MRAA members to gain insights into how they can improve dealership processes. MRAA members on the Lightspeed system have free access to Lightspeed’s Parts and Major Unit Locator service, which allows them to search parts inventories of other dealers using Lightspeed. MRAA members can buy and sell obsolete parts or hard-to-sell units simply by tapping Lightspeed’s dealer network.

“We’re excited to work with MRAA and its members to help grow the marine industry,” says Greg Smith, vice president and general manager of CDK Global Recreation. “Our LightspeedEVO dealer management solution will help MRAA member dealers succeed in their businesses. CDK Global Recreation is fully vested in helping marine dealerships succeed by offering software training, business consulting, and world-class support to MRAA members.”

To learn more about MRAA membership or to join, contact MRAA membership coordinator Hannah Muerhoff at 763-333-2420 or hannah@mraa.com.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas (MRAA), we believe that for the marine industry to thrive, the companies that interact with the boater in their community must thrive. Those businesses determine the boater’s experience and are the leading factor in the industry’s success. MRAA works to create a strong and healthy boating industry by uniting those businesses, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit About CDK Global Recreation
With nearly $2 billion in revenues and more than 40 years of experience, CDK GlobalTM is the largest global provider of integrated information technology and digital marketing solutions to the automotive retail industry and adjacencies. CDK Global provides solutions in more than 100 countries around the world, serving more than 26,000 retail locations and most automotive manufacturers.CDK Global’s solutions automate and integrate critical workflow processes from pre-sale targeted advertising and marketing campaigns to the sale, financing, insurance, parts supply, repair and maintenance of vehicles, with an increasing focus on using data analytics and predictive intelligence. For more information, visit CDKGlobal.com.

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What’s the Value of Signing Up to Attend the Pre-Conference Workshops at MDCE?

If you’ve already registered to attend this year’s Marine Dealer Conference and Expo, congratulations! You’ve done most of the heavy lifting. Now it’s time to sign up for MDCE’s Pre-Conference Workshops, seven all-new, never-before-held and intimate educational offerings scheduled for Monday, Nov. 17 that give marine retailers access to hands-on training with leading experts in areas that have the biggest impact on their businesses.

This is an incredible opportunity to take your conference attendance to the next level! Workshops are the meatiest part of MDCE, and they represent the best means for you to dig into the core issues that comprise a dealership’s financial and operational success. They’re longer and more in-depth that the Educational Track Sessions, and they’re more interactive. So be prepared to get your hands dirty and dive in head-first!

Don’t wait to register; the Pre-Conference Workshops were extremely popular at last year’s conference, and they’re likely to sell out fast! Here’s a quick run-down of this year’s workshop topics:

• Culture = Cash | by John Spence
Realize what it takes to build and sustain a dealership culture that delivers results

• Back to Sales Basics | by Sam Dantzler
Brush up on fundamentals to improve sales results and generate increased profits

• Don’t Flunk This Test | by Bob McCann & Lisa Buller
Score your dealership’s digital footprint and learn to boost online results

• Shooting and Editing Boat Walk-Through Videos | by Lenny Rudow
Discover tips for shooting and editing walk-through videos on a trailerable boat

• 12 Steps to Protect Your Family and Your Business | by Tom Deans, Ph.D.
Kick off the all-important conversation about succession planning

• Build a Service Dream Team | by Valerie Ziebron
Examine key HR elements necessary to create an outstanding service department

• The Path Forward for Young Professionals | by Tom Deans, Ph.D.
Learn what questions to ask if you’re next in line to assume dealership operations

For more information and to register for Pre-Conference Workshops, click here.

Marine Industry Certified Dealerships Boast Industry’s Highest CSI Scores

According to the most recent data collected from the National Marine Manufacturers Association’s Customer Satisfaction Index Program, Marine Industry Certified Dealerships received higher CSI scores than non-Certified dealers across the board.

Certified Dealers outperformed their non-Certified counterparts in all areas deemed most impactful to customer satisfaction: Overall rating of the boat, engine and dealer; sales reputation; follow up; product knowledge; boat delivery condition; and boat demo. In most cases, MICD Program participants’ CSI scores were rated at least a full percentage point or more higher than non-Certified dealers, which frequently represents the difference between a manufacturer earning an NMMA CSI Award for a particular year or not.

Based on the NMMA CSI Program data, “The gap between satisfied and non-satisfied dealerships is so great, that it’s almost impossible for a ‘bad’ dealer to recover from a situation in which a customer was dissatisfied,” explains Steve Pizzolato, founder and CEO of AVALA Marketing Group in St. Louis, Mo., which collects and evaluates data for the NMMA CSI Program. “These dealers often lose a customer and repeat sale, and more often than not those customers seek out another dealer that carries different boat brands.”

The NMMA CSI Program is an ongoing measurement of customer satisfaction that’s tracked from the initial boat purchase through the first 300 days of ownership. Approximately 50 marine manufacturers participate. The analysis for this presentation of dealership CSI results was based on comparing current rolling, 12-month data to previous years’ data.

“It’s clear that based on results from the NMMA CSI data collected this year, Certified Dealers are better at satisfying customers than non-Certified dealers,” says Sonja Moseley, MICD Program director. “Maintaining high CSI scores is important on so many levels; it’s the heart of the entire program. These findings serve to underscore the fact that participation in the MICD Program is beneficial to a dealers’ business — both in terms of keeping customers happy and generating repeat business and increasing sales.”

The foundation on which the MICD Program is built is intended to boost a dealers’ customer satisfaction. The program’s number-one goal is to keep customers happy with their experience at the retail level so dealerships perform better in the marketplace. A core tenet of Certification is to help dealers benchmark how well they’re taking care of their customers and know what type of experience customers report having at the dealership. The MICD Program focuses squarely on all of the most important indicators that impact a customers’ experience at the dealership, and these are the same areas that, according to the NMMA CSI Program results, ultimately impact customer satisfaction.

Even in the first step of the program, Certified Dealers maintain and track sales and service processes to ensure customers are reporting positive interactions at the dealership; and in areas where customers indicate they are less satisfied, the MICD Program has processes in place to help dealers easily and quickly address these areas of concern to ultimately improve satisfaction and increase sales.

The NMMA CSI Program data sheds light on the fact that satisfied customers make up the overwhelming majority of a Certified Dealer’s customer base, and focusing dealership efforts on continuing to keep these satisfied customers happy is, in the long run, the key to profitability.

“We’ve been tracking this data for 12 years, and one of the biggest and most significant take-aways from the data is that manufacturers and dealers get fixated on the dissatisfied metric, when the metric to really focus on is how to make the vast majority of satisfied customers brand and dealer advocates that will drive repeat purchases and referrals from the various manufacturers’ products that these dealers carry,” Pizzolato says.

For more information about the MICD Program or to enroll, contact Sonja Moseley at (763) 333-2424 or sonja@mraa.com.

About the Marine Industry Certified Dealership Program
Managed by the Marine Retailers Association of the Americas (MRAA), the Marine Industry Certified Dealership Program (MICD) is dedicated to improving the customer experience at the retail level. The first step in the Certification process focuses on establishing a high level of customer satisfaction through communication, appearance and quality. The second tier of Certification continues to enhance the customer experience by implementing processes for overall dealership functionality. At the program’s Five Star level, established organizational procedures are implemented to ensure smooth operations and happy customers. To learn more about the MICD Program, visit MRAA.com/certification.

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MRAA Members: Earn Rebates on Extended Service Agreements Through AGWS

Extended service agreements are a win-win for dealers: They not only allow the dealership to better service its customers by offering additional protection on their new and pre-owned boat and engine purchases, but these agreements also can generate a significant revenue stream by contributing directly to the business’ bottom line.

Membership in the Marine Retailers Association of the Americas makes it easier than ever for dealers to take advantage of the CSI and financial benefits that extended service agreements provide by giving both MRAA members and Marine Industry Certified Dealerships rebates on these agreements through American Guardian Warranty Services, an MRAA Platinum Partner and the association’s exclusively endorsed extended service agreement provider.

As a benefit of both MRAA membership and participation in the MICD Program, AGWS is offering cash-back rebates on the sale of its Compass Marine extended service agreements based on the following three levels of criteria: MRAA members that also are Marine Industry Certified Dealerships will receive a $40 rebate on the sale of each engine agreement and a $20 rebate on the sale of each stand-alone package agreement; MRAA members that are not Marine Industry Certified Dealerships will receive a $25 rebate per engine agreement sold and a $15 rebate on the sale of each stand-alone package agreement; and Marine Industry Certified Dealerships that are not MRAA members will earn a $15 rebate per every engine service agreement it sells and a $10 rebate on the sale of each stand-alone package agreement.

MRAA members gain exclusive access to AGWS and Compass Marine through the MRAA Rewards Program, which includes more than 30 tangible benefits that members can take advantage of for their $300 annual investment in MRAA membership.

“This new MRAA Rewards benefit we’re offering through AGWS and Compass Marine is a superb value for our members,” says Sonja Moseley, MRAA director of benefits. “Not only does it address the all-important customer service aspect that agreements such as these help bolster at the retail level; but at the same time dealers are better addressing customers’ needs with added coverages, they’re also adding to the dealership’s bank account. Rebates dealerships receive on the sale of Compass Marine extended service agreements help generate additional income that can be reinvested back into the business. Plus, with the way the rebate program is structured, it rewards MRAA members who also are Marine Industry Certified Dealerships with the best rebate returns.”

Compass Marine is administered by AGWS and offers extended service agreements on both new and pre-owned boats. Customers’ new boats are eligible for 5- or 6-year extended coverage agreements, while pre-owned units up to 10 model years old (currently 2003 models) can receive up to 3 years of coverage.

Among the many benefits to customers that purchase Compass Marine agreements is extended coverage and protection that’s not necessarily available through standard manufacturer warranties on a new boat. Compass Marine covers items on new boats that many manufacturers’ warranties do not. With the Consequential Damage option available on new boats, items such as burnt-out pistons, carbonized engine rings and worn valve seals, to name just a few, would now be eligible for coverage.

“These are the internal engine components and are very expensive to fix,” explains Kurt Harbeke, AGWS national sales manager. ” With coverage through Compass Marine, dealership customers can potentially save thousands of dollars on future repairs and associated labor costs.”

Additional Compass Marine benefits include towing assistance, pick-up and delivery service, and hoist/lift-out assistance. Should any of these actions be required due to a breakdown of a covered component — either on land or water — Compass will reimburse extended service agreement customers up to $100 per occurrence. Customers that purchase a Compass Marine extended service agreement also have choices regarding how they wish to pay for coverage. They can have the total cost factored into the boat loan payment; make one lump sum payment for the cost of the agreement; or choose a 12- to 18-month finance-free payment plan that simply requires a small administration set-up fee to get started.

“This type of flexibility works for customers and dealers alike,” Harbeke explains. “Boat buyers love options. The fact that Compass offers coverage and payment option choices makes it more likely that they will purchase an extended service agreement from the dealer and, ultimately, be more satisfied with their purchase. This creates brand and dealer loyalty, not to mention helps marine retailers earn some extra money in the process.”

Compass Marine quotes and contracts are generated in a single data entry, which simplifies work for dealership sales and/or F&I department personnel, reducing the cumbersome and time-consuming paperwork that was formerly completed by hand. Compass Marine provides a virtually paperless process from start to finish; dealers are paid their rebates at the end of each month, and an invoice can be automatically generated through the dealership’s existing dealer management software (DMS) and sent directly to AGWS for payment.

“It’s all about improving efficiency,” says Harbeke. “Dealers want to know: ‘What can I get done in how much time, and how can I make the most of my man hours?’ With Compass Marine, we allow dealership sales and/or F&I departments to maximize their valuable time. Our extended service agreements offer a way of both satisfying the customer and providing a lucrative additional revenue stream for the dealership. It’s the best of all possible outcomes.”

Compass Marine easily integrates with most dealership’s existing DMS; dealers simply input the deal into current software, and it automatically fills out the necessary information. Sales and/or F&I department personnel can future-date contracts, so busy managers don’t have to drop what they’re doing to get a deal done. All contracts are saved in the AGWS online system so that changes can easily be made after the fact and contracts can be revised. Generated quotes that customers choose not to buy stay in the system, so dealers can reach out to them during the slow months and encourage them to get signed up.

“There’s always an opportunity available for dealers to boost their bottom line through Compass Marine, even after the initial sale,” Harbeke says.

To learn more about the Compass Marine service agreements program, stop by the AGWS booth #400 in the Rewards Pavilion at 2014 Marine Dealer Conference & Expo, taking place Nov. 16-19 in Orlando, Fla.

To learn more about MRAA membership or to join, contact MRAA membership coordinator Hannah Muerhoff at 763-333-2420 or hannah@mraa.com.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas (MRAA), we believe that for the marine industry to thrive, the companies that interact with the boater in their community must thrive. Those businesses determine the boater’s experience and are the leading factor in the industry’s success. MRAA works to create a strong and healthy boating industry by uniting those businesses, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit About American Guardian Warranty Services Inc.
American Guardian Warranty Services, Inc. (AGWS) is a leading provider of extended service protection for the recreational vehicle and automobile industry across the United States and Canada. AGWS was founded in 1998 and services contract holders in excess of one million issued to date. American Guardian offers products insured with A-Rated insurers and maintains an A+ rating with the Better Business Bureau. AGWS offers dealership representation by highly experienced and professional agents. They can help improve dealership profitability, improve customer retention and repeat business, and provide outstanding dealership service. For more information, visit agwsinc.com or call 800-579-2233, ext. 4213.

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Marine Industry Certified Dealership Program Evolves to Meet Needs of Today’s Dealers

The Marine Industry Certified Dealership Program has made it more convenient — and affordable — than ever for dealers to get Certified. The program recently lowered its fee structure and developed a tiered approach, making it cost-effective for dealerships of all sizes to enroll and complete the various program steps at the pace they feel most comfortable.

To begin the path towards completing Certification, dealers can start with Step 1, which focuses on outstanding customer service, for an entry point of less than $600. Dealers can then move on to Step 2, focusing on operational excellence, for $949. Finally, to achieve superior performance, the third and final step, Five Star Certification, the cost for dealers is $1,330, keeping the total fee for program participation under $3,000.

There’s also a Fast Track option that allows dealers to follow a more streamlined route to Certification at a total cost of $2,499, which represents a $380 savings over completing the program one step at a time. Members of the Marine Retailers Association of the Americas receive additional discounts for each step of the MICD Program (a $50 savings per step and $100 off the Fast Track).

This new pricing represents a marked improvement over previous iterations of the program, which cost nearly twice as much to complete. Originally, the dealership’s cost of program entry was an outlay of $2,895 plus a $2,124 Grow Boating stipend, bringing the total program cost to $5,019. Today, with the new generation of the MICD Program, that initial dealership investment cost has been reduced to less than $600 to begin working through Step 1.

“Operating the MICD Program as a three-tier system has significantly lowered the cost of participation for dealers compared to its initial cost back in 2005,” says Sonja Moseley, MICD Program director. “The new, lower pricing structure ensures that more dealers will be able to make the investment in Certification, and that more will see it through to completion — helping create an industry culture that places even greater emphasis on outstanding customer satisfaction at the retail level and ultimately increases boat sales.”

The three-step MICD Program structure was first unveiled in November 2013 at the Marine Dealer Conference & Expo (MDCE) in Orlando. Rather than the original 72 program requirements, the MICD Program is now broken into three steps of 10 standards each.

Step 1 in the Certification process focuses on establishing a high level of customer satisfaction through communications, appearance and quality. Step 2 of the program continues to enhance the customer experience by implementing processes for overall dealership functionality. The third and top Certification tier, Five Star MICD, targets high-level business practices proven to generate superior performance.

For dealerships that want to go straight to the industry’s apex, they have the option to participate in the MICD Fast Track. Rather than reaching the highest level of Certification one step at a time, the MICD Fast Track allows dealerships to move directly to Five Star MICD status with one process and 15 standards, combining many of the program requirements for a streamlined approach.

“Changing the MICD Program to a three-step, pay-as-you-go process versus all-or-nothing participation up front has made it much easier for dealerships to justify and afford enrolling,” Moseley explains. “Since we first instituted the changes last year, we’ve heard from countless dealers that say they are happier with the new structure, and that it makes the process easier and less costly for them to participate. Reducing barriers to entry, which are primarily time- and cost-related, is the key to helping the program grow and expand, and we feel the new program reorganization is a step in the right direction towards strengthening its presence and pervasiveness throughout the industry.”

Additional cost savings are built into the new MICD Program structure. Instead of being required to Recertify every year at a cost of thousands annually, under the new program structure dealers are only required to Recertify every other year, further reducing program costs and making participation that much more affordable for marine retailers large and small. And so far, there’s clear evidence that the new program structure is working to bring new participants into the fold.

“The MICD Program has seen a 36 percent increase in participation since the revamped structure was unveiled at MDCE 2013 last November,” says Moseley. “We look forward to seeing that number rise even higher as we move into 2015 and beyond.”

The MICD Program also is working on major improvements to its current online interactivity. The new-and-improved system will be unveiled at MDCE 2014, taking place Nov. 16-19 in Orlando, Fla.

For more information about the MICD Program, visit MRAA.com/certification or contact Sonja Moseley at sonja@mraa.com or (763) 333-2424.

About the Marine Industry Certified Dealership Program
Managed by the Marine Retailers Association of the Americas (MRAA), the Marine Industry Certified Dealership Program (MICD) is dedicated to improving the customer experience at the retail level. The first step in the Certification process focuses on establishing a high level of customer satisfaction through communication, appearance and quality. The second tier of Certification continues to enhance the customer experience by implementing processes for overall dealership functionality. At the program’s Five Star level, established organizational procedures are implemented to ensure smooth operations and happy customers. To learn more about the MICD Program, visit MRAA.com/certification.

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