How Can I Meet My MICD Continuing Education Requirements at MDCE 2014?

As a Marine Industry Certified Dealership, you are required to take continuing education courses that escalate for each step of the MICD Program. Step 1 requires 10 hours of leadership and management training; Step 2 requires an additional 10 hours of sales and marketing courses; and Five Star MICD requires yet another 10 hours of HR and succession planning.

This may sound a bit overwhelming to complete, but the good news is that you can tick down the hours by attending the upcoming Marine Dealer Conference & Expo, taking place Nov. 16-19 in Orlando, Fla. Many of the 30-plus sessions and workshops offered at MDCE 2014, which range in length from one to three-plus hours long, will count towards these MICD continuing education requirements.

That means you can knock out nearly ALL your required hours in just one event!

Sign up to attend MDCE if you haven’t already.

Below is a breakdown of the MICD 2014 Pre-Conference Workshops and Educational Track Sessions that count towards MICD Program continuing education requirements (all times listed are Eastern Standard):

Leadership & Management
• Culture = Cash (Nov. 17, 8-11:15 a.m.)
• Planning for Peak Performance (Nov. 18, 8-9:15 a.m.)
• Prioritizing for the Principal (Nov. 18, 1-2:15 p.m.)
• Hire the Best Person for the Job (Nov. 18, 3:45-5:30 p.m.)
• Turn Upset Customers Into Loyal Ones (Nov. 18, 3:45-5:30 p.m.)
• ESI Fuels CSI (Nov. 19, 10:30-11:45 a.m.)

Sales & Marketing
• Back to Sales Basics (Nov. 17, 8-9:30 a.m.)
• Don’t Flunk This Test (Nov. 17, 8-11:15 a.m.)
• Shooting and Editing Boat Walk-through Videos (Nov. 17, 9:45-11:15 a.m.)
• A Trade-in Process to Boost Your Margins (Nov. 18, 8-9:15 a.m.)
• Accessories Done Right (Nov. 18, 8-9:15 a.m.)
• Fill the Holes in Your Online Bucket (Nov. 18, 8-9:15 a.m.)
• Opportunity Walks: Why Most Prospects Don’t Buy (Nov. 18, 8-9:15 a.m.)
• Increase Your SEO Through Social (Nov. 18, 10:15-11:30 a.m.)
• Outmarket Your Competition (Nov. 18, 3:45-5:30 p.m.)
• Sell More Boats to Women (Nov. 18, 3:45-5:30 p.m.)
• Digital Marketing: What’s Now, What’s Next? (Nov. 19, 10:30-11:45 a.m.)
• Turning F&I Objections Into Opportunity (Nov. 19, 10:30-11:45 a.m.)
• How to Market to Those Not Like You (Nov. 19, 1-2:15 p.m.)
• Sales Strategies for the Hyper-informed Customer (Nov. 19, 1-2:15 p.m.)
• Sell More Parts In-store and Online (Nov. 19, 1-2:15 p.m.)

HR & Succession Planning
• 12 Steps to Protect Your Family and Your Business (Nov. 17, 8-9:30 a.m.)
• Build a Service Dream Team (Nov. 17, 8-11:15 a.m.)
• The Path Forward for Young Professionals (Nov. 17, 9:45-11:15 a.m.)
• A Contrarian Strategy for Preserving Wealth (Nov. 18, 10:15-11:30 a.m.)
• Lessons Learned from the Master Service Advisor (Nov. 19, 10:30-11:45 a.m.)

For more information about MICD Program requirements as they relate to MDCE, contact MICD Program director Sonja Moseley at 763-333-2424 or sonja@mraa.com.

Certified Dealers: Earn Discounts on CPYB Certification

The Marine Industry Certified Dealership Program has added a new benefit exclusively for Certified Dealerships. Sales personnel at Marine Industry Certified Dealerships are now eligible to become Certified Professional Yacht Brokers, at a savings of $550 per applicant. The three-year CPYB accreditation program was created and is endorsed by the seven major yacht sales professional associations in North America: Yacht Brokers Association of America; Florida Yacht Brokers Association; Northwest Yacht Brokers Association; California Yacht Brokers Association; Boating Ontario Dealer; British Columbia Yacht Brokers Association; and Gulf Coast Yacht Brokers Association.

The new MICD/CPYB relationship means that the proprietor of a Certified Dealership is able to send any of his or her dealership employees through the CPYB program at the co-sponsoring association rate.

CPYB Certification is the boating industry’s brand of excellence for yacht sales professionals throughout North America. Applicants must meet a stringent set of criteria to first apply for the program; afterwards, they are required to successfully pass a written, three-hour exam in order to officially earn CPYB credentials. The CPYB designation is the most prestigious accreditation a yacht sales professional can earn inside the recreational marine industry and is valid for three years from the anniversary of the exam date.

“We are thrilled to join forces with CPYB and be able to offer this incredibly valuable benefit to Certified Dealerships,” says Sonja Moseley, MICD Program director. “The discount on CPYB Certification helps Certified Dealerships become that much more professional by offering their employees an opportunity for additional development and ongoing excellence. The CPYB designation is another mark of prestige that helps set Certified Dealership personnel apart from their competition in the marketplace.”

The initial concept for the CPYB program was announced in 1999 and was several years in development, with significant time spent culling a body of knowledge that yacht sales professionals needed to learn in order to become Certified, in addition to establishing the actual testing process. The industry’s first yacht sales professional was Certified in 2002, and since that time nearly 600 more have completed the program and achieved CPYB status.

“The CPYB program raises the level of professionalism throughout our industry,” says Colleen McDonough, CPYB program manager. “The program gives yacht sales professionals a benchmark against which to measure their skills, abilities and overall performance, while at the same time enhancing their value in the market. Much like the MICD Program, individuals that are CPYB Certified have met a stringent set of industry standards and agree to abide by a Code of Ethics, similar to the Marine Industry Consumer Commitment, fulfill ongoing educational requirements and uphold the highest level of business standards. CPYB Certification is a great opportunity for Marine Industry Certified Dealerships’ sales personnel to solidify their namesake among the industry’s elite.”

Dealerships that have decided to pursue both MICD and CPYB experienced fantastic results and say the advantages to their businesses are clear — and particularly visible when it comes to customer satisfaction.

“As a pilot dealer for the MICD Program launch, Galati Yacht Sales embraces the rigors of the program and the benefits for improving our clients overall customer experience,” says Darren Plymale, vice president of Anna Maria, Fla.-based Galati. “The process and procedures within the MICD Program are designed to track trends and measure a dealers’ customer focus in all aspects of their business. Our sales approach is no different, and the CPYB program allows us to confidently represent every customer buying or selling at the highest level throughout the sales process.

“By the same token, CPYB program criteria assures us that our sales team possesses the knowledge necessary to represent the consumer in all aspects of the brokerage transaction. We are excited for this new relationship between MICD and CPYB, as it will create a greater experience for those seeking to enjoy the benefits our industry offers,” Plymale continues.

To learn more about the MICD Program or the benefits of becoming Marine Industry Certified, 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 DealerCertification.org.

About the Certified Professional Yacht Broker Program
Since 1999, yacht sales professionals (brokers, dealers and salespeople) nationwide have had a benchmark for measuring their skills, abilities and performance, while also enhancing their marketing value. Boat sellers and buyers are in a better position to select qualified, competent sales professionals with confidence and trust. The Certified Professional Yacht Broker program has made this dream a reality, thanks to the joint efforts of the Yacht Brokers Association of America (YBAA), Florida Yacht Brokers Association (FYBA), Northwest Yacht Brokers Association (NYBA), California Yacht Brokers Association (CYBA), Boating Ontario Dealer, Gulf Coast Yacht Brokers Association (GCYBA) and British Columbia Yacht Brokers Association (BCYBA). Nearly 600 yacht sales professionals throughout North America have earned their CPYB designation to date. CPYB Certification is the industry performance standard for yacht sales professionals throughout North America. To learn more, visit CPYB.net.

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Submit Your Dealership’s Best Ideas at MDCE 2014

Often, the best way to learn and grow in business is through understanding and embracing the successes of your peers. That’s the very idea behind Boating Industry’s Best Ideas Program, offering dealers secret strategies that fellow dealerships have implemented at their respective businesses to improve retail performance in today’s marketplace. The 2014 Best Ideas Program is now accepting entries for consideration from marine dealerships across North America.

Currently in its sixth year, the Best Ideas Program, sponsored by Dominion Marine Media, collects the best ideas spread throughout all dealership departments — sales, service, parts, accessories, etc. The aim of the program is for dealerships to share the most effective new practice their business has adopted within the past year, including tips and advice on how to put them to work.

“The Best Ideas Panel is one of the most popular sessions we host each year at MDCE,” says Boating Industry editor-in-chief Jonathan Sweet. “It’s a chance for dealers to see what their peers are doing and to learn from the strategies other successful dealerships have put in place to help them boost the bottom line, strengthen customer service, improve efficiencies in the parts and service departments, and much more.”

Here’s how the Best Ideas Program works. Dealers submit the idea(s) that helped them achieve the most success in 2013 or 2014 to Boating Industry. A panel of judges evaluates each individual idea and selects the dealerships that delivered those ideas deemed most outstanding. Best Ideas finalists will then be asked to present their ideas at the upcoming Marine Dealer Conference & Expo, Nov. 16-19 in Orlando, Fla., as part of the conference’s Best Ideas Panel. That panel takes place Tuesday, Nov. 18, from 10:15 to 11:30 a.m. ET.

Following the Best Ideas Panel discussion, audience members will vote on what they feel is the Best Idea of the Year from the dealerships that present, and the audience favorite/winner will receive a grand prize: A $500 American Express gift card, courtesy of Boat Trader. Finalists for the Best Idea of the Year will receive a $50 gift card. The ideas of everyone who participates in the 2014 Best Ideas Program also will be compiled and published in an e-white paper following conclusion of MDCE.

“Dealers learning from other dealers is a key component of the success of MDCE,” explains Liz Walz, director of education for the Marine Retailers Association of the Americas, which produces the annual event in partnership with Boating Industry. “The Best Ideas Program is a prime example of this peer-to-peer collaboration at work.”

To submit ideas for consideration in the annual Best Ideas Program, click here or visit BoatingIndustry.com/BestIdeas2014. The deadline for submissions is Aug. 25. For additional information about the Best Ideas Program, contact Jonathan Sweet at 763-383-4419; jsweet@boatingindustry.com.

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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Participate in the Future of Navigation

In the face of rapidly changing and advancing technology like GPS, AIS, electronic chart display, cellular devices and the like, the fundamental navigation needs of mariners have changed significantly over the last decade. These changes have presented the federal government — including the U.S. Coast Guard, U.S. Army Corps of Engineers and National Oceanic and Atmospheric Administration — with an opportunity to modernize navigation services for boaters and improve their on-water experience, making travel easier and safer for all.

The federal government is inviting the public to share its feedback and opinion on the topic of navigation requirements in the current and ever-evolving “eNAV” environment.

Click here to take the 15-minute survey.

Ethanol Continues Attracting Congressional Attention

Efforts to repeal the Renewable Fuel Standard continue on Capitol Hill. The Congressional Budget Office just published a report on RFS that evaluates how much biofuel production needs to grow to comply with the program, as well as its impact on food prices, fuel prices and emissions under several different scenarios.

The report addresses three scenarios. Under the first, fuel suppliers would have to meet the total requirement for RFS, the requirement for advanced biofuels and the cap on corn ethanol as stated in the Energy Independence and Security Act. The cellulosic requirement would not be required, because the capacity to produce enough fuels is unlikely to be in place by 2017.

The second scenario, called the 2014 Volumes Scenario, would keep the RFS requirements for the next several years at the same level as proposed for 2014.

The third scenario assumes lawmakers abolish the RFS entirely.

The report claims it would be difficult to meet the Volume Scenario in future years due to the expected supply biofuels and ethanol that can be used for older vehicles and vessels. Regarding food prices, CBO says they would be similar whether RFS was continued or repealed. The price of fuel, however, would be impacted. The change is based on a prediction that the price of gasoline will increase 30 cents to 51 cents per gallon. CBO hedged its comment on emissions by saying most emissions benefits will depend on how much advanced fuel is used.

A full copy of the CBO report, titled “The Renewable Fuel Standard: Issues for 2014 and Beyond,” can be downloaded from the CBO website.

Congress Works to Reauthorize Highway Trust Fund

Talks on a new highway bill are gearing up in Congress as the all-encompassing Highway Trust Fund is set to expire August 1. The House passed an $11 billion bill by a vote of 367 to 55 to help keep the Highway Trust Fund afloat until Spring 2015. The Senate has yet to vote on a similar bill, but the White House endorsed the House bill. This particular fund is especially important to recreational boating because it contains the Sport Fish Restoration and Boating Trust Fund, necessary for construction and maintenance of access ramps, transient docks and pump-out facilities; funding for boating safety enforcement, equipment purchases and education; funding for the Recreational Boating and Fishing Outreach Program; and funding for fresh- and saltwater fish hatcheries.

House Ways and Means Committee chairman Dave Camp (R-MI) proposed a transfer of almost $20 billion from the general tax fund to help sustain transportation funding and other programs paid for by the Highway Fund until April 2015. The additional funding would provide a bridge allowing 117,000 projects that employ 700,000 workers nationwide to continue throughout the year and give Congress more time to work on reauthorization of the Trust Fund. Without the transfer, federal officials have warned, money for these projects will begin to slow after August 1. But the final House bill used accounting gimmicks, including delaying pension fund payments, applying customs fees and allocating money from a fund used to repair underground fuel storage tanks. Funding for the Sport Fish account also would become tight if Congress fails to act.

Some Senators say that they are nearing agreement on a plan to replenish the Highway Fund. Senate Finance Committee Chair Ron Wyden (D-OR) and Sen. Thomas Carper (D-DE) stated a formal bipartisan agreement that may soon be available, but as of yet no details have been made public.

Most State Departments of Natural Resources receive a significant portion of their boating safety funds from the Highway Trust Fund. Congressional pressure is mounting to quickly resolve the impasse and to replenish the fund. Earlier this year, the Obama Administration considered allowing states to collect tolls on interstate highways, which would have reversed a longtime federal prohibition on most interstate tolls. That proposal was DOA on Capitol Hill.

Later, a bipartisan proposal to increase the 18.4 cent-per-gallon federal excise tax on gasoline by varying amounts was considered, but the GOP-controlled House also dismissed that proposal.

The impasse has garnered the attention of state and local governments, where there are concerns about completing construction and maintenance projects.

Even if senators reach an agreement, the ultimate fate of the Highway Trust Fund in the sharply divided House is unclear. With the Highway bill set to expire September 30 and to run out of money August 1, the key Sport Fish Restoration and Boating Trust Fund also is in jeopardy. Some House members are looking for cuts in other parts of the federal budget to allow for increases in spending on highway projects.

Congress, especially the House, is still wrestling with options for a permanent fix to providing sufficient funds for repairs to deteriorating highway and bridge system. Some lawmakers want to increase the 24.4 cents-per-gallon federal tax on diesel fuel, but Congress remains divided over transportation policy. There is currently no federal excise tax on marine diesel fuel. An excise tax was used to offset the repeal of the luxury tax on boats in the early 1990s, but was later repealed when the Internal Revenue Service had trouble enforcing the color-coded diesel fuel system it set up for marine diesel fuels.

MRAA will continue to monitor this issue and work closely with Congressional leaders to ensure waters are safe, while also being mindful of concerns about increasing taxes on recreational boaters.

Turn Upset Customers into Loyal Ones at MDCE 2014

Even the marine industry’s best service departments will sometimes encounter an upset customer. By learning strategies to handle these situations properly, dealerships can create loyalty and collect valuable information that can strengthen both customer relationships and service department processes and procedures.

At the 2014 Marine Dealer Conference & Expo, taking place Nov. 16-19 in Orlando, Fla., Yamaha Marine University instructor, best practices expert and president of VRZ Consulting Valerie Ziebron will help attendees find effective ways to assist customers with dealership complaints, righting the ship and ultimately transforming a negative experience into a positive one.

Attendees of Ziebron’s MDCE session, “Turn Upset Customers into Loyal Ones,” will walk away with a guide to train their entire dealership team on positive conflict resolution techniques. The session takes place Tuesday, Nov. 18 from 3:45 to 5:30 p.m. ET as part of MDCE’s Service Plus Track.

“Upset customers are a reality for all dealerships at one time or another,” explains Liz Walz, director of education for the Marine Retailers Association of the Americas, which produces the annual event in partnership with Boating Industry. “That’s why it’s so important to learn how to defuse the situation. By using the strategies Valerie will share in her session, the service department can strengthen its relationships with customers, decrease staff stress levels, boost loyalty and improve the dealership’s reputation.”

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

“There’s a reason Valerie is invited back to MDCE year after year,” says Boating Industry editor-in-chief Jonathan Sweet. “She understands what makes service department personnel and their customers tick, and she makes it easy for dealers to take her insight and advice back to their businesses and put it to work.”

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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MDCE on Track for Growth

Manufacturer and supplier support of the Marine Dealer Conference & Expo is up 20 percent as of the end of June, compared to the same time last year.

The 2014 MDCE is scheduled to take place Nov. 16-19 at the Orange County Convention Center in Orlando, Fla. Last year, the event featured 92 exhibitors, 49 of which had signed a contract to exhibit by the end of June. This year, 59 exhibitors have signed up to exhibit so far, five of which are brand new for 2014. Click here to view the current list of exhibitors.

“Historically, when we see significant growth in dealer registrations one year, we experience an increase in exhibitors and sponsors the next year,” says Boating Industry publisher Amy Collins. “Last year, dealer attendance was up more than 20 percent, so this trend seems to be repeating itself.”

The 2013 MDCE attracted 615 dealership attendees, representing 596 total retail locations. When combined with exhibitors, sponsors and other manufacturers and suppliers, total attendance exceeded 1,100.

“This sets the stage for further growth in registrations,” 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 education is the number-one priority of most prospective dealer attendees, it’s clear that the opportunity to shop for new products and services and network with current and potential partners also are key considerations.”

The 2014 MDCE will offer 30 educational sessions in all, the most the event has ever featured, 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 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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Five Steps to Hiring the Best Dealership Employees at MDCE 2014

As the marine industry gets back on track for growth, hiring has become a key area of focus for many marine dealers. Yet statistics reveal that typical businesses only hire the best person for the job about 20 percent of the time.

At the 2014 Marine Dealer Conference & Expo, taking place Nov. 16-19 in Orlando, Fla., marine industry trainer and business consultant David Spader will help MDCE attendees develop a hiring system that saves dealers thousands of dollars by reducing turnover costs and avoiding the poor performance that comes with bad hires.

In the MDCE session, “Hire the Best Person for the Job,” dealers will learn strategies proven to deliver hiring success rates upwards of 80 percent. Attendees will walk away from Spader’s session with five steps to hiring and interviewing job candidates, the “Big 6” performance predictors, and one principle designed to improve the effectiveness of every interview. The session is scheduled to take place Tuesday, Nov. 18 from 3:45 to 5:30 p.m. ET as part of MDCE’s Leadership Track.

“It’s tough to take advantage of improving market conditions if you don’t have the right people in the right positions,” explains Liz Walz, director of education for the Marine Retailers Association of the Americas, which produces the annual event in partnership with Boating Industry. “But that’s easier said than done, especially when you’re faced with a shortage of qualified candidates. That’s why we asked David to tackle this topic. The strategies he will share have helped many dealers identify outstanding employees under challenging circumstances.”

Each of the 2014 MDCE educational tracks — Sales, Marketing, Leadership and Service Plus — offers five sessions. In addition to Spader’s advice on interviewing and hiring dealership personnel, the Leadership Track features topics such as creating a strategic plan; protecting your business, your family and your wealth; understanding employee motivation and engagement; and improving decision-making.

“David is well-known for his expertise in leadership development and hiring,” says Boating Industry editor-in-chief Jonathan Sweet. “As a member of the Spader Business Management team, which has served the marine industry with its dealership training and 20 Groups for nearly 40 years, he offers strategies that have been proven throughout the retail landscape. We’re fortunate to once again welcome David as a presenter at MDCE.”

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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MRAA Members: Exclusive Access to Digital Showroom Manager

The Marine Retailers Association of the Americas has added a new benefit for association members through its MRAA Rewards Program. MRAA members are now entitled to discounts on both initial brand setup and model year and monthly update fees for Marine Dealer Technologies’ Digitial Showroom Manager, an interactive, cloud-based tool accessible via the internet that dealerships can use to configure custom retail quotes, control margins, complete sales and customer financing agreements and monitor inventory in a simple, timely and professional manner, all while never leaving the customer’s side.

MRAA members are eligible to save $100 off the initial Digital Showroom Manager brand setup price of $599 per brand and another $100 off the $349-per-brand model year update fees. Additionally, association members that sign up to use the service and carry more than one brand at their dealerships will receive a 10-percent discount on the monthly support fee of $79 per brand. MDT’s Digital Showroom Manager software program can accommodate all boat brands, including loose outboards, PWCs and ATVs.

The Digital Showroom Manager discounts are exclusive to MRAA members 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.

“One of our big goals at MRAA is to help our members increase professionalism and performance in the markeplace,” explains MRAA president Matt Gruhn. “Partnering with MDT to bring dealers significant savings on the Digital Showroom Manager was an ideal way to assist them with simplifying their margin control and inventory management processes, both of which increase profits and boost the dealership’s bottom line. This type of benefit is at the core of how MRAA seeks to help its members thrive and prosper in the industry.”

MDT’s Digital Showroom Manager is designed to assist dealership salespeople by improving their professionalism and sales techniques through the use of tablets, desktop computers and smartphone technology. Dealers are immediately able to showcase their brands to customers via an interactive platform (on an iPad or Android tablet, for example), without ever having to walk away from the customer to grab additional information about a particular brand or boat model.

Online brochures, model specifications, MSRP pricing, order forms, custom printable quotes, retail financing information, and retail window stickers are all just a few clicks away in the Digital Showroom Manager. Through the system, dealers have the ability to search in-stock inventory for a similar unit that a particular customer is interested in purchasing. Digiatal Showroom Manager also offers its own Lead Management System that tracks quotes and allows for the input of outside leads. Each lead can be set to remind sales team members to follow up on sepcific dates by sending that person an e-mail reminder.

“Before a tool like this, dealers had to excuse themselves while helping a customer to sneak away and grab a bulky, cumbersome dealer manual to get the same info that we can now provide with just a few quick computer data entries,” explains MDT president Kris Thayer. “No more hand-written purchase agreements or credit applications; it’s all automated through the Digital Showroom Manager.”

Thayer is a marine industry veteran who, along with family members, has owned and operated Thayer Marine Inc. out of Jackson, Mich. for the past 28 years. They started MDT in 2007 and developed Digital Showroom Manager in 2011 because they found the “old way” of doing business on the sales floor inefficient and time consuming.

“It actually was embarassing,” Thayer admits. “It could take hours to get customers all the information they asked for, not to mention the awkwardness of working deals on a calculator right in front of them every time they wanted to add or subtract an option.

“This tool was developed by dealers, for dealers. Digital Showroom Manager gives dealers the advantage of always being prepared to answer a buyer’s questions regarding price and available options, including taxes, tag fees, dealer-added equipment, freight, and rigging, as well as payment options available on the products they sell. And all this information is available at the dealers’ fingertips, through a few simple keystrokes.”

Digital Showroom Manager officially launched to the dealer public in 2012, after a year’s worth of testing in Thayer’s own dealership. And when it comes to effectively controlling margins, the numbers speak for themselves.

“In the last two and a half years, I have seen a gross margin increase of 4 percent at Thayer Marine,” Thayer maintains. “That’s a six-figure jump in profits.”

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 Marine Dealer Technologies
Marine Dealer Technologies was created by a group of dealership owners with nearly 30 years experience searching for solutions to everyday dilemmas related to professional sales techniques and inventory management. Unable to find the perfect, customizable solution they were after, the founders of MDT decided to create their own. MDT’s suite of digital products provide marine dealerships across North America with the tools they need to increase margins, improve presentation skills and heighten professionalism among staff. MDT is committed to providing the marine industry with the most affordable, productive and innovative solutions available in the marketplace today. For more information, visit MarineDealerTechnologies.com.

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