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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Applications Sought for MRAA Technical Scholarships

The MRAA Educational Foundation is currently seeking applications from educational institutions for its 2014 MRAA Technical Scholarships. The Technical Scholarships provide a $3,000 scholarship to technical schools to assist well-deserving students who are studying recreational marine technology.

The MRAA Technical Scholarship Fund was created to offer financial assistance for technical training of marine dealership personnel and was initially underwritten by the OMC Foundation.

“The marine industry’s growth will be stifled without an influx of skilled technicians to rig and repair boats,” says Liz Walz, executive director of the MRAA Educational Foundation. “These scholarships are specifically designed to address this problem by supporting the education of prospective marine technicians.”

Any educational institution that provides recreational marine industry technical training is eligible to apply for the MRAA Technical Scholarships. The 2014 recipients will be announced at the upcoming Marine Dealer Conference & Expo, taking place Nov. 16-19 in Orlando, Fla.

For more information and to apply, click here to visit the MRAA Technical Scholarships web page. The deadline to submit applications is Friday, Oct. 24.

For more information, 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 ###

ACMA Meets at MDCE

On Saturday evening, Nov. 15, representatives of the many regional, state and local marine trades associations will meet for the 26th time at the annual Marine Dealer Conference & Expo, the industry’s premier dealer educational event, to discuss legislation at the state and federal level. Under the organization of the Advisory Council of Marine Associations (ACMA), attendees will talk about last year’s activities and expected legislation for 2015.

ACMA also will discuss the result of the mid-term elections and the impact they may have on the marine retail landscape.

MDCE takes place Nov. 16-19 in Orlando, Fla. If you have not yet registered to attend, now’s the time! Click here to get your team members signed up today.

We look forward to seeing you at MDCE!

Mid-Term Election Predictions

It’s around this time that MRAA members typically ask the association to make predictions regarding “what’s next” for the coming year on the Hill. MRAA has frequent discussions year-round with Hill staff and lobbyists who get involved in the political process, and this year is no different.

The consensus for a long time has been that Republicans will gain between four and six seats in the Senate, giving the party the majority, and that the Republican Party will keep the majority in the House. This has been the viewpoint of the Cook Political Report, as well as the opinion of most major media outlets. The overwhelming expectation is that Republicans will control both houses of Congress after the upcoming mid-term elections.

With the elections a mere four weeks away, we’re seeing the races tighten up. The inside D.C. conversations now zero-in on specific races. Can Sen. Mitch McConnell be upset in Kentucky? Will former Sen. Sam Nunn’s daughter win in Georgia? Did you know Sen. Mary Landrieu is now up by 17 percent in Louisiana? Can Sen. Mark Pryor come back in Arkansas?

Charlie Cook still predicts Republicans will have a net gain of four to six seats in the Senate. MRAA thinks that the outcome will be close to Cook’s prediction; but given the partisan nature of debate, the majority for either party will be slim after November 4 and hard to govern.

MRAA is asking you, its members, to consider political viewpoints on issues important to marine retailers when you vote: Access to the water, tax reform and reducing the amount of government paperwork required to operate a business.

MRAA Meets With OMB on Renewable Fuel

On Sept. 22, MRAA and 13 other groups working to change the renewable fuel standard for ethanol additives to gasoline met in the West Wing of the White House to discuss the impacts of current renewable fuels and to ask the U.S. Office of Management and Budget and the Environmental Protection Agency to maintain current volume levels for next year. EPA attended the meeting, but via conference call in listen-only mode.

EPA had just submitted a draft rule to OMB for review and approval before it can be released to the public. Rumors in the D.C. ethanol community indicate that EPA wants to increase the total volume level of renewable fuels that must be blended with gasoline. OMB made it clear at the beginning of the meeting that it would not release any detail as of the rule, nor would it answer any questions. OMB was there to listen.

Attending trade associations each described the impact of ethanol on their products, from increasing grain prices for chickens to high transportation costs. MRAA’s legislative council Larry Innis spoke about the impact on marine engines and outboard motors. After describing MRAA members’ involvement as service providers who see the damage and have to fix it, Innis mentioned that the industry has been witnessing damage to older marine engines for some time now, even with E-10. An increase to E-15 or even E-40 (which has been talked about within D.C. circles to meet volume goals set by EPA to further reduce gasoline usage) would cause serious problems, Innis explained, and be disastrous for public safety when boats quit working underway and away from the dock. He asked that EPA maintain the current levels of ethanol until the results of research being conducted by the U.S. Coast Guard, boat manufacturers and the Department of Energy is complete.

OMB gave no indication of when the rule is expected to be released.

What to Expect During the Lame Duck

It’s a strange environment on Capitol Hill when members and staff return to work immediately following the Nov. 2 elections. Several Senators and Representatives will have lost their seats, returning to the Hill to wait out the Lame Duck period and begin the process of closing up their D.C. offices. Staffers will initiate the hunt for new jobs. But despite the impending changeover, it’s expected that work must continue. And even with the soon-to-be changing of the political guard, the atmosphere on the floor typically remains collegial.

For House and Senate leadership, discussions about the post-election agenda began as soon as Congress left town for the final six weeks on the campaign trail. Planning gives staff something to do, but it also gives members information to reassure constituents back home that there’s still time to get things done before year’s end.

Regardless of rhetoric from both parties during the election, nothing will happen on major initiatives like tax reform or immigration before 2015; there’s simply not enough time. These issues require a fresh Congress. History shows that the typical work product of the Lame Duck falls neatly into two categories: The “necessary” and the “noncontroversial.” Atop the “necessary” list sits that task which Congress typically must tackle first: Spending. At present, most of the federal government is operating on autopilot towards a “continuing resolution.” It’s quite possible that the Lame Duck session simply extends these current spending levels through next year. The more likely outcome — and the current plans among Hill staff — will be an “omnibus” spending bill, combining all annual spending measures that were never addressed during the year.

Lame Duck or not, big spending bills almost always contain their share of pork; but with the budget agreement in place for the 2015 fiscal year, fixed caps on total spending will limit damage to your pocketbooks. Both political parties have incentives to get the work done as cleanly as possible.

The intense gridlock of the past year suggests that “noncontroversial” measures would be few and far between; however, there are a couple Congress may consider next year. Example: Congress may extend a collection of tax measures ranging from tax credits for the renewable fuel subsidy to a supplemental appropriation for our fight against terrorism.

In the end, it’s not much of a list. December should be the lamest Lame Duck session in many years.

Rethink Your Target Market at MDCE 2014

U.S. demographics aren’t just starting to shift; they already have. If marine dealerships want to capitalize on the changing faces of today’s market, they need real-world, implementable strategies for reaching these new prospects in a way that resonates with their individual needs, wants and desires.

At the 2014 Marine Dealer Conference & Expo, taking place Nov. 16-19 in Orlando, Fla., bestselling author and marketing expert Kelly McDonald will help MDCE attendees rethink their target customer, learn new rules for connecting with people of different ages, races, genders, ethnicities and sexual orientations, and develop strategies for attracting these prospects to their dealerships.

In her MDCE session, “How to Market to Those Not Like You,” McDonald will help dealers discover ways of appealing to new markets of potential buyers and ultimately selling them more boats.

Attendees will walk away from McDonald’s session with marketing tactics that are proven to drive sales and provide a much-sought-after competitive edge in the current marine retail marketplace. The session takes place Wednesday, Nov. 19 from 10:30 to 11:45 a.m. ET as part of MDCE’s Marketing Track.

“The changes in U.S. demographics suggest that the boating business won’t grow unless we learn how to reach beyond our current customer base,” explains Liz Walz, director of education for the Marine Retailers Association of the Americas, which produces the annual event in partnership with Boating Industry. “While our traditional markets remain important, it’s critical that we learn how to share the boating lifestyle with new prospects who seek the benefits it provides, such as family time and bonding experiences. Kelly can help dealers develop marketing strategies to appeal to new markets and bring them into the boating fold, hopefully as lifelong devotees and customers.”

Each of the 2014 MDCE educational tracks — Sales, Marketing, Leadership and Service Plus — features five sessions. In addition to McDonald’s advice on adapting to and thriving among today’s changing customer demographics, the Marketing Track includes sessions that provide insight into increasing SEO through social media, filling your online marketing holes, developing an unbeatable marketing plan, and exploring the next wave of digital marketing tools and trends, among other topics.

“The retail customer is undergoing drastic changes, and it behooves marine dealers to adjust their marketing plans accordingly,” says Boating Industry editor-in-chief Jonathan Sweet. “Kelly is an expert in this arena, and she brings to MDCE a host of innovative ideas to attract new prospects and convert them into boaters. For anyone looking to grow their business, this is a must-attend session.”

The 2014 MDCE will offer 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 is scheduled for Nov. 16-19 at the Orange County Convention Center in Orlando, Fla. It has attracted an increasing number of dealers every year since 2007. In 2013, MDCE featured double-digit growth in dealer attendance, for a total of 615 marine retail professionals. 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 30 sessions in all. 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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Sell More Parts In-Store and Online

An efficient and profitable dealership parts department helps customers secure what they need to get back on the water as fast as possible. But without an easy way to locate parts and estimate delivery times, it’s anyone’s guess when boats and engines will be fixed.

At the 2014 Marine Dealer Conference & Expo, taking place Nov. 16-19 in Orlando, Fla., product management expert and first-time MDCE speaker Brad Smith will help attendees bolster their parts and service department results by taking advantage of online and in-store genuine parts look-up, which can integrate seamlessly into the dealership’s website.

In his MDCE session, “Sell More Parts In-Store and Online,” Smith will highlight how dealerships can take advantage of today’s technology tools to empower business staff to find replacement parts customers need, fast and accurately, all with just a few clicks of the mouse.

Attendees will walk away from Smith’s session with an e-book to put what they learned to work at the dealership. The session takes place Wednesday, Nov. 19 from 1 to 2:15 p.m. ET as part of MDCE’s Service Plus Track.

“Service and parts department efficiencies are critical to a dealership’s financial health,” explains Liz Walz, director of education for the Marine Retailers Association of the Americas, which produces the annual event in partnership with Boating Industry. “Brad will help dealers understand how to use existing technologies to improve sales and customer service.”

Each of the 2014 MDCE educational tracks — Sales, Marketing, Leadership and Service Plus — has five sessions. In addition to Smith’s advice on increasing parts profits, the Service Plus Track’s sessions feature topics such as beefing up service department leadership skills, transforming customer conflicts, boosting accessories sales, and developing a Master Service Advisor, among others.

“The parts department can be a great profit center for dealers, if they have the tools to quickly and effectively market and sell parts to consumers,” says Boating Industry editor-in-chief Jonathan Sweet. “Brad understands how to harness this potential and put it to work for the dealership.”

The 2014 MDCE will offer 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 is scheduled for Nov. 16-19 at the Orange County Convention Center in Orlando, Fla. It has attracted an increasing number of dealers every year since 2007. In 2013, MDCE featured double-digit growth in dealer attendance, for a total of 615 marine retail professionals. 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 30 sessions in all. 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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