RECT – No. 1 KPI to Boost Your Service Customer Experience

Imagine for a moment one single, perfect summer day.  Some people may picture themselves in a hammock on a gorgeous white sand-covered beach listening to the waves roll in. Others imagine a chair in the shade with a cool drink and a new book. Still others imagine their whole family at the baseball stadium watching a game and singing together “Take Me Out To The Ballgame” or “Sweet Caroline.” 

But boat owners picture a perfect summer day being spent on the water doing everything boating. Imagine that one day. Water, wind, waves, cool drinks, a swim, some tubing, going to dinner by boat and watching the sunset while sitting on the swim platform with a glass of wine. There are only so many of those perfect summer days.

What is missing in this perfect summer day? THE BOAT!

It looks like a nice summer day in my picture. Yet for many boaters it is not the perfect summer day because there is no boat included. You may be asking, “why is the boat missing?” That is the same question many service customers ask when their boat is stuck in a Repair Event Cycle Time (RECT) cycle at the dealership. 

How many perfect summer days can a customer miss out on (there aren’t that many to begin with) while the service department fixes their boat before their frustration builds to a problematic level? Perhaps the No.1 way to improve your service customer’s experience is to lower your RECT and get the boat back in the picture.

So, how do you get the boat back to the customer before their frustration sets in?   

  1. Are you measuring RECT?
  2. What are you doing to shorten your RECT?

First, making the decision to measure your Repair Event Cycle Times is an enormous step forward for your service department and your dealership’s success. It will give you specific targets to aim for. The measure will give you specific ways to gauge your progress. Most importantly, it will give you insights to help guide your decision-making on how to improve the cycle times and how to get the boat back into the eagerly waiting hands of your customer more quickly.  The act of measuring that key performance indicator (KPI) will create an awareness that, if acted upon, will improve your customer experience.

Second, once you have made the decision to measure RECT, and you are fully aware of how many of those beautiful summer days your average customer is missing out on, it becomes time to act. Remember, you want to put the boat back into that picture of a beautiful summer day as soon as possible for all of your customers.  

Here are a few potential steps you can take to improve your RECT.

  • Focus on your tech efficiency
    • Do they have the right tools for the job?
    • Do they have the parts they need in a timely manner?
    • Are there delays in getting a boat moved into or out of the shop that decrease efficiency?
  • Examine your management efficiency
    • Are jobs scheduled to enhance technician efficiency?
    • Are jobs assigned to the tech who can best and efficiently complete them?
    • Are communications to and from the service desk and parts department working with the technicians?
  • Implement a “Triage policy”
    • When a boat is dropped off, ensure that it is inspected within 24-48 hours for diagnosis.
    • Order parts, if necessary, immediately upon diagnosis. Don’t force a customer to wait a week for a diagnosis and then another week for parts to arrive before work even begins.
    • Ensure the diagnosis is communicated clearly from the technician and properly shared with the customer.
  • Create brand or condition limitations
    • Are there boats older than your technician’s education? If so, don’t accept them, you probably will lengthen your RECT and disappoint that customer.
    • Are there boats in a certain condition (for example, saltwater corrosion) that will lead to delays in what would otherwise be a “normal” repair?
    • Are there brands that your technicians are not trained in or that you lack the equipment to work on?
  • Consider resources for your employees to help efficiency, proficiency and RECT
    • Consider individual technician incentive pay to support efficient and proficient work.
    • Written and shared job descriptions clarify what individuals need to accomplish and lead to improved efficiency.
    • Review and refine your service process map to influence success throughout your service department.

Those are just a few of the steps to take that can help reduce your dealership’s Repair Event Cycle Times. 

There are several other MRAA educational service resources that will help you provide for your service customers a picture-perfect summer day that includes their boat. Help restore the boat in their dreamy picture sooner with some of these links:

Federal Trade Commission Anti-Fraud Rule Supported by Marine Industry

WASHINGTON, Feb. 28, 2024 – On Feb. 15, the Federal Trade Commission (FTC) finalized its Government and Business Impersonation Rule, which gives the agency more tools to combat scammers who impersonate businesses or government agencies. The MRAA, National Marine Manufacturers Association, and the Recreational Vehicle Dealers Association submitted a comment to the FTC on Dec. 16, 2022, supporting the rule and outlining instances of this fraud in the marine and recreational vehicle space. Click here to read the letter.

“The MRAA lauds the FTC for promulgation of this final rule and for increasing protections for MRAA members and others in the marine industry who may be impacted by instances of fraud,” said Chad Tokowicz, MRAA Government Relations Manager. “We are hopeful that this will stunt efforts of fraud and impersonation as offenders now run the risk of facing legal action.”

Unfortunately, these types of scams are only getting more popular and have impacted members of the recreational marine industry; however, the newly finalized regulations provide an opportunity for retribution. For example, the rule would enable the FTC to directly seek monetary relief in federal court from scammers that:

  • Use government seals or business logos when communicating with consumers by mail or online.
  • Spoof government and business emails and web addresses, including spoofing “.gov” email addresses or using lookalike email addresses or websites that rely on misspellings of a company’s name.
  • Falsely imply government or business affiliation by using terms that are known to be affiliated with a government agency or business (e.g., stating “I’m calling from the Clerk’s Office” to falsely imply affiliation with a court of law). 

“This new rule helps protect both boating advocates and the uniquely American recreational boating industry, which is primarily made up of small businesses,” said Callie Hoyt, NMMA vice president of government relations. “The recreational boating industry generates more than $230 billion in economic activity each year, and those seeking to fraud consumers and manufacturers should be held accountable. We’re pleased to see this rule finalized.”

The final rule on government and business impersonation will become effective 30 days from the date it is published in the Federal Register. If you are interested in learning more, the full rule can be viewed here.

“The national RV Dealers Association (RVDA) has documented hundreds of attempts to scam our members through phony offers to purchase unauthorized mailing lists or hotel accommodations at association events,” said RVDA President Phil Ingrassia. “This new rule will provide much needed penalties for scammers impersonating legitimate businesses, trade groups, and government entities.”  

If you have any questions about the final rule or if your business has been subjected to fraud and impersonation, please reach out to Chad Tokowicz, MRAA Government Relations Manager, at Chad@mraa.com.

About the Marine Retailers Association of the Americas

At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.

Comparion Insurance Agency Commits to Supporting MRAA as Partner Member

MINNEAPOLIS — The Marine Retailers Association of the Americas (MRAA) announces the addition of Comparion Insurance Agency as a new Partner Member.

Marine manufacturers, suppliers and service providers, through Partner Membership, commit to aligning their brands with the programs and opportunities that MRAA offers in its efforts to fuel the success of the marine industry. Support from Partners allows the Association to expand its offerings and create a positive, long-term impact on MRAA members’ business.

Comparion Insurance Agency, headquartered in Boston, Mass., is a Liberty Mutual company that delivers first-rate customer experience through consultative insurance experts located in your community.

“We extend our sincere appreciation to the team at Comparion for their collaboration and shared commitment to our goals,” says Allison Gruhn, MRAA Vice President of Business Development. “I am confident that our partnership will elevate our respective organizations within the marine industry.”

View the comprehensive list of companies backing MRAA across all partnership levels.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.

Building a Legacy With Royal Effort!

• Great Dealership to Work For Spotlight: How a Certified Dealership in Regal & Nautique of Orlando is Making Quite a Wake in the Florida Boating Scene

Winning is often viewed as the definition of success by many. From sports to business, where you find winners, you regularly find strong leadership, purpose-driven tactics and people who understand that learning is also part of winning. But winning can also mean achieving great success on a personal and professional level, even if void of an authentic head-to-head competition.

Building a Legacy With Royal Effort - Regal & Nautique of Orlando
Regal & Nautique of Orlando’s all-new, world-class Nautique Sales Showroom and Service Center officially launched on Saturday, Feb. 10 in Orlando, Fla.

American author, speaker and pastor John C. Maxwell explains one aspect of winning in his famous quote: “Wanting to win isn’t enough. You have to go through the process to improve. That takes patience, perseverance, and intentionality.”

Many of you have a winning mindset, can do great things and have had great wins in life and business. Jeff Husby, the outstanding Owner and GM at Regal & Nautique of Orlando, is one such dealer who has won consistently. He possess the desire to win and the discipline for supreme effort. His achievements have included making solid and successful business decisions to put RNO in a triumphant position in the marketplace and make a lasting impact in the recreational boating industry. 

Here are just a few of Husby’s/RNO’s outstanding recent accomplishments:

new Great Dealerships to Work For logo
  • Five-consecutive Great Dealerships to Work For (an MRAA Certification Program award).
  • Repeat No. 1 Ranked Boat Dealer In North America (Boating Industry Top 100 Award winner).
  • Water Sports Industry Association’s 2023 International Marine Dealer of the Year (a two-time winner in this category).
  • 2023 Sea Tow Foundation’s National Boating Industry Safety Award – Top Marine Retailer category.
  • Top CSI honors for sales and customer service including recognition from the National Marine Manufacturers Association for each of the brands it represents.
  • Recognition from Nautique for top sales and service. 
  • PCM Engines Overall Dealer Excellence Award.
  • Orlando Style magazine names Jeff Husby as one of its “Men & Women of the Year” in Central Florida for 2023.

Husby hasn’t just rested on his successes, though. He has strived for more by proactively refining his business and reinvesting in his workforce and the boating community he serves. Regal & Nautique of Orlando has taken two extensive strides in February to expand its boating footprint, brand and compassion for its customers.

Jeff Husby is building a legacy with royal effort at RNO.
Nautique President Greg Meloon (right) presented Husby with the 2024 Visionary Dealer Leadership Award during the opening ceremonies, which included a crowd of 500 customers, industry leaders and staff.

The first was opening its all-new Nautique Sales Showroom and Service Center in downtown Orlando, Fla. Nearly 500 customers and industry stakeholders attended the grand opening. That’s also where Husby received more recognition, as Nautique President Greg Meloon presented him with the 2024 Visionary Dealer Leadership Award. 

The new 19,036-square-foot Nautique showroom took more than 5 years to bring to fruition. The innovative, purpose-built sales and service facility puts customer experience at the forefront. Husby ensured every store component delivered the ultimate customer experience expected from a world-class establishment.

“We researched, studied and visited dozens of top marine and automotive sales-and-service showrooms regionally and throughout the country,” said Husby in an RNO release. “We have incorporated a winning series of intelligent designs, many of which are unique and set a new benchmark for our industry.”

The Nautique location also considered employee comfort and elevated customer experiences in service and parts as critical components of the new store. It features:

  • Easily accessible Service Department for customers features a large circular drop-off area completely under-roof, with an adjacent service window.
  • The 5000-square-foot service facility includes three interior and three exterior service bays, plus two inside and two exterior service bays for boat prep.
  • The climate-controlled service facility includes a dedicated resource area housing an overhead bridge crane, computer and document storage, shop supplies, custom tech toolboxes, plus private tech restrooms and a wash area.      
  • The new facility also features eight private offices, an employee kitchen/lunchroom, separate customer and employee restroom facilities.
  • All interior doors include biometric digital security locks and facial recognition security cameras.
  • A fully secured Parts complex features an automatic roll-up door that opens to the retail showroom, improving customer access. 

Second, Husby continued along the leadership and modernism pathway by lifting the veil off Wake United, a cutting-edge, professional pro shop dedicated to serving the global water sports community. Meeting its customers where they are and with determined customer service, Wake United delivers a seamless blend of virtual online and brick-and-mortar shopping convenience with extraordinary customized sales support to build trust, loyalty and enriching encounters.

Building a Legacy with Royal Effort: RNO's Wake United Pro Shop
Regal & Nautique of Orlando recently opened Wake United, a cutting-edge, professional pro shop exclusively dedicated to serving the global water sports community.

“We believe that the pro shop sector is a critical component of the customer journey in boating and water sports,” said Husby in the release. “The pro shop is a vital element in the over-arching eco-system, providing products that excite customers and allow them to continue to progress in their water sports experience and better enjoy their time on the water. Our goal is to deliver the top brands in the industry and to provide exceptional service to our customers by leveraging the vast knowledge and passion of our team of highly experienced water sports professionals.”

Regal & Nautique of Orlando, an MRAA Certified Dealership and Gold Member, is dedicated to continuous improvement. Husby has taken RNO and the brand to new heights, helped foster a culture of accountability and trust, invested in employee development and committed to improving customer experience at every touchpoint. Along with his team, Husby and RNO, are making a royal effort to create a lasting legacy in Florida that rewards the marine industry and keeps customers boating for generations.

As accolades continue to roll in, Husby continues to put in the hard work necessary to keep winning. His team annually attends MRAA’s Dealer Week Conference & Expo. Through MRAA’s Dealership Certification and Continuous Certification, RNO continues to work on the fundamentals and seeks improvement every year. As MRAA Members, RNO staff gains access to world-class education and a library of continuous education to encourage growth and adaptability.

Not only has Husby’s commitment to excellence produced amazing recognition for him and his team, but also confident decision-making and resiliency have helped RNO stand out from the masses and withstand economic challenges.

MRAA Lead Certification Consultant Bob McCann reinforced this level of hardiness in a blog that included these words: “Dealer Certification is entirely focused on the customer experience – before, during and after the sale … the results are not only better customer experience, but also a more efficient, effective and profitable dealership with staying power. Case in point? If you were the average dealer heading into the Great Recession, you had about a 65 percent chance of survival. But if you were a Certified Dealer, you had greater than a 91 percent chance to make it through. Certification makes that much of a difference.”

MRAA guide to 2024

Need help taking your dealership to the next level?  Explore these five things today:

  1. The Guide to Dealership Improvement
  2. MRAA Guide to Navigating 2024
  3. Dealer Week Conference & Expo
  4. Selling Value and Experience in the New Economy – MRAATraining.com course on March 1, 2024.
  5. Redesign Your Showroom to Sell More – MRAATraining.com course

Discover Boating Expands Roster of Real Boaters Telling Real Stories

During the Discover Boating Miami International Boat Show Industry Breakfast on Thursday, Feb. 15, NMMA President, Frank Hugelmeyer’s state of the industry address included a sneak peek of the growing list of real boaters sharing their real stories of life on the water as part of the industry’s Discover Boating “See You Out Here” campaign.

Discover Boating Expands Roster of Real Boaters Telling Real Stories, includes former MLB all-star Gary Sheffield.
Gary Sheffield hit 509 career home runs in the MLB with eight different teams during his 22-year career.

One of these boaters is nine-time Major League Baseball all-star, Gary Sheffield. Having played for eight teams in his career from 1988 to 2009, including the Miami Marlins, New York Yankees and Los Angeles Dodgers, Sheffield has a passion for boating that’s played an important part of his life.

Sheffield joined Hugelmeyer on stage, sharing words of thanks to the manufacturers and industry executives who make boating possible and help create memories for him, his family and friends. Research shows boaters are more likely to be aspirational than most. With this in mind, Sheffield’s inspirational story will help ignite more people to experience boating. Sheffield is one of a handful of real boater stories being added to the 2024 Discover Boating campaign this spring.

Discover Boating, powered by the NMMA and MRAA, will share these stories across paid digital, streaming, social media, events and PR.

Arizona House Transportation & Infrastructure Committee Passes Boater Education Legislation

• Paves the Way for a Culture of Safe Boating in the Grand Canyon State

Minneapolis, MN, February 15, 2024 – Wednesday, Feb. 9, the Arizona House Transportation & Infrastructure Committee voted 9-2 to pass H.B. 2149: Watercraft operation; minors; safety education. This marks the first step toward adopting boater education in the Grand Canyon State. As of today, Arizona is one of five states across the U.S. without mandatory boater education for any group of people.

In 2022 alone, boating accidents killed 13 individuals, injured 60 and caused $1 million in damages across Arizona. Sponsored by Representative David Cook (R-07) and Senator Brian Fernandez (D-023), H.B. 2149 establishes a boater education program to ensure the safe use of Arizona’s expansive waterways. By requiring those born on or after Jan. 1, 2007, operating a vessel over 50 HP to take a NASBLA-approved boater education course or presenting a boater safety card from another state, Arizona recognizes the importance of boating and the safety of its users.

The MRAA and the National Marine Manufacturers Association (NMMA) worked in close collaboration with the Water Sports Industry Association (WSIA), the Congressional Sportsmen’s Foundation (CSF), and local stakeholders to garner support for this legislation and highlight the need for increased recreational boating safety measures.

“Recreational boating safety continues to be a top priority of the recreational marine industry and we are excited about the potential to pass this legislation in Arizona and give boaters the tools they need to have a fun and safe experience on the water,” said Chad Tokowicz, MRAA Government Relations Manager. “The success we are seeing so far in Arizona would not be possible without the support of our Arizona dealers and the work done by coalition members to highlight the broad range of stakeholders who support this measure.”

Driven by Arizonans, H.B. 2149 has been championed across the state. Bullhead City resident Bart Anderson recently penned a letter to the editor in the Lake Havasu News and, calling upon his experience as a Coast Guard Auxiliary Member, stated that it is time Arizona pass boater education. After spending several hundred hours on the river as a deckhand on the police boat, Anderson says, “[Even though] there may not have been [a boating] accident … it doesn’t have to be an accident to be a huge safety concern.”

Arizona House Transportation & Infrastructure Committee passes boater education legislation

“In the Grand Canyon State, there are over 126,000 registered watercrafts, and as the boating industry experiences record growth, it’s imperative the boating community advocate for strong, commonsense legislation that establishes safety standards and best practices to protect boaters,” said Rachel Fischer, NMMA Western Policy and Engagement Manager. “Mandatory boater education and training will support a safe environment on our waterways, and allow for recreational boaters to continue to have peace of mind while enjoying time on the water with their families and friends.”

Across the state, Marc Lamber, a Martindale Hubbell AV Preeminent-rates trial attorney and consumer advocate, published an op-ed in the Arizona Capitol Times supporting H.B. 2149. Lamber has written extensively about boating safety in the past and says, “H.B. 2149 is a common-sense measure” and that the bill does not curtail enjoyment of recreational boating, rather aligning Arizona with 45 fellow states across the country. As Arizona increases in population and popularity, boating has as well, which Lamber believes is up to the state legislature to move forward in passing mandatory boater education.

With more than 125,000 boats registered and a $2 billion annual impact, Arizona is a hub for recreational boating. By bridging the gap between education and boating, Arizona takes the next step in ensuring that recreational boating is here to stay in the state.

If you live in Arizona and would like to support H.B. 2149 in passing the House, please take action on Boating United: LINK

If you have any questions or are interested in scheduling a visit with Arizona members, state legislators or their respective staff members, please contact MRAA Government Relations Manager, Chad Tokowicz at Chad@mraa.com. Click here to learn more about MRAA Advocacy.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.

MRAA’s ‘Aimie’ Technology Earns Best Use of AI 2023 Neptune Award

MIAMI, February 15 – The Marine Retailers Association of the Americas (MRAA) has announced that Aimie (AI for Marine Industry Education), its artificial intelligence-powered content delivery system for boat dealers, has earned the Best Use of AI 2023 Neptune Award.

MRAA's Aimie Wins Best use of AI Neptune Award
The MRAA received the 2023 Neptune Award Best Use of AI for its Aimie artificial intelligence content-delivery system. Representing the MRAA at the event was Anna Eaton, Marketing Specialist.

“It’s inspiring for the MRAA to receive a Neptune Award for Aimie because she delivers innovative technology to the marine industry and is a direct extension of our staff, resources and world-class education,” said Anna Eaton, MRAA Marketing Specialist. “Aimie provides MRAA members with ideas and answers to solve their current problems in their time of need, 24/7, helping them to automate tasks and find exactly what they need from MRAA educational materials.”

The Neptune Award: Best Use of AI celebrates innovators harnessing cutting-edge AI in their marketing strategies. These disruptors exemplify creativity by using AI for personalized content recommendations, chatbots for real-time customer interactions, predictive analytics for targeted campaigns and AI-generated content for social media. They leverage AI to enhance customer experiences, optimize ad spending and craft hyper-personalized marketing messages.

MRAA launched Aimie in December 2023 at its Dealer Week Conference and Expo in Tampa, Fla. The closed AI model, created in partnership with BettyBot.ai, provides MRAA Silver and Gold Members credible answers to their questions. Think of Aimie as a marine industry specific ChatGPT, trained only on reliable educational content from MRAA’s online courses, case studies, webinars, white papers, educational guides and other additional resources. She (Aimie) is really your co-captain in running a smooth dealership.

“Aimie contributes immensely to our mission to fuel dealer success, helping marine retailers find exactly what they need to train their staff and get right to the answers they need,” said Eaton. “AI will not replace people, but people who don’t use AI to improve their business will be replaced by those who do!”

Check out Aimie here: mraa.com/aimie. For more information, email Anna Eaton, Marketing Specialist at anna@mraa.com.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.

MRAA Board Approves 2024 Advocacy Priorities

Minneapolis, February 14 – The Marine Retailers Association of the Americas’ (MRAA) Board of Directors recently approved its 2024 legislative and regulatory advocacy resolutions as recommended by the Advisory Council of Marine Associations (ACMA).

The advisory council and its annual resolutions are an integral part of the MRAA’s advocacy efforts. ACMA was created to advise the MRAA on its annual policy agenda and comprises state, regional and national marine trade associations. ACMA helps highlight the MRAA’s collaborative approach to working on issues impacting the industry at large and its dedication to championing the dealer voice. The inclusion of recreational boating industry stakeholders from around the country ultimately results in a set of resolutions that cover issues and priorities impacting every aspect of the industry. These resolutions will guide MRAA’s engagement in state legislatures across the country throughout the year.

The 2024 resolutions are as follows:

  1. Create an Advocate for state and federal programs to assist with marine industry workforce development. 
  2. Support Federal and State Blue Economy Legislation.
  3. Advocate for waterways access and policies to minimize user conflict.
  4. Work with Federal, State, and Local legislators and regulatory agencies to prioritize or protect the interests of the recreational marine industry, including dealers, manufacturers, and consumers.
MRAA Board Approves 2024 Advocacy Priorities image

Click here to download the full 2024 ACMA Resolutions.

In addition to working with ACMA on the resolutions, MRAA leads bi-weekly calls where ACMA members provide updates on State and Federal policy priorities as well as other relevant industry news in their region. These calls provide an opportunity to discuss legislative and regulatory actions impacting the industry and updates on the work any ACMA member is doing on policy priorities in their region. The MRAA began leading these calls in late 2019 to increase collaboration among ACMA members and ultimately create a tight-knit network of marine trade associations that engage together on legislative and regulatory priorities.

State marine trade association involvement allows for direct stakeholder input, providing MRAA staff a comprehensive understanding of the issues impacting dealers throughout the country. Furthermore, collaborating with regional stakeholders ensures that local voices are leveraged where possible and provides an opportunity for those who stand to be impacted most to get engaged and provide meaningful input.

“These resolutions represent significant input from ACMA members, and I am eager to continue to work with our marine trade association partners on our shared priorities across the country,” said Chad Tokowicz, MRAA Government Relations Manager. “As the MRAA continues to grow and increase our advocacy engagements, it is imperative we stay true to our mission and work collaboratively with partners throughout the country while leveraging dealer voices.”

“The National Marine Manufacturers Association looks forward to working with our industry partners to accomplish the shared resolutions set forth by the ACMA,” said David Dickerson, Vice President of State Government Relations at the National Marine Manufacturers Association. “Our commitment to collaboration across the industry continues to strengthen the recreational boating community.”

“I am the only employee at our association, and it is challenging enough to keep up with Maine’s state legislation, let alone federal issues,” said Stacey Keefer, Executive Director of the Maine Marine Trades Association. “Our association is always grateful for the collaboration and guidance from our national partners with ACMA. It makes us feel like we are not just one small voice advocating all alone from the corner of the country.”

“The Advisory Council of Marine Associations’ is an influential resource for the recreational marine industry with the leadership provided by MRAA,” said Brian Dursi, Executive Director of the Rhode Island Marine Trades Association. “I value the collaboration of advocacy efforts amongst the state marine trade associations to create a national voice to promote our industry and its impact on the economy.”

“Working in a collaborative manner with our national partners at the MRAA has been extremely important to how our association is able to support our member businesses,” said Randall M. Lyons, Massachusetts Marine Trades Association (MMTA) Executive Director, a member of the ACMA council. “The MMTA looks forward to continuing this relationship in the future, with the common goal of supporting the recreational boating industry.”

Email Chad Tokowicz to learn more about ACMA or to get involved in the MRAA’s government relations efforts.

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.

Revisiting Selling Basics

It’s evident through dealership conversation and feedback that many sales teams could use a refresher course on sales tactics. Many dealers have mentioned the need for training or revisiting selling basics and strategies to help their sales teams chip off the rust and add polish so they can become more effective and achieve better results.

Revisiting sales basics and strategies for dealerships
February 2024 MRAA Spotlight

The term sales basics showed up often while we were compiling information for the MRAA Spotlight page “Sales Strategies to Boost Your Closing Ratios” and a recent blog “Dealership Tactics to Improve Close Ratios.” You’re not alone if your sales team struggles to transition from order-taking back to traditional sales basics.

Sales basics refer to the foundational elements of the sales process (Watch this five-course package). Along with analyzing your current sales methods, these are critical skills that any sales team should possess to master sales and gain success.  

In the MRAATraining.com course “Fill the Gaps in Your Dealership’s Sales Process,” educators Jim Million and Bob McCann emphasize being positive, setting high expectations and having advanced preparation. You can hone the sales process by researching prospects, knowing the decision-maker and understanding the buyer type. Your team can then develop effective communication strategies for each prospective buyer. Bob and Jim advocate for product knowledge, rapid response to customer questions and projecting positivity and confidence. You are more effective when you invest the time to study, learn, practice and gain insight into your prospects and customers.

Let’s explore some of these core principles:

  1. Prospecting: Identify and qualify those leads who have shown interest in your products or services. [Get lead management tips here.]
  2. Building Rapport: Connect with potential customers by finding common ground and creating a sense of trust and understanding.
  3. Needs Assessment: Asking the right questions to understand customer needs, desires and pain points. This crucial step helps you tailor your approach for each customer, offering them a unique experience.
  4. Presentation: Showcasing your products or services to match your customer’s needs, highlighting the benefits and value proposition.
  5. Handling Objections: Listening intently to customer concerns or objections so you can address them effectively. Listen more than you speak to provide clear, persuasive responses. [Get better at listening here.]
  6. Closing: Know when and how to ask for the sale using the information you’ve gathered throughout the sales process. Be ready to make a compelling case for why the customer should buy now.
  7. Follow-Up: Enrich the ownership experience with post-sale follow-up to ensure their satisfaction, address any issues or question and maintain the relationship for future sales opportunities.

Revisiting Selling Basics & Fundamentals
Getting back to fundamentals works in sales as it does in sports. If a baseball hitter struggles with his swing, he works with a hitting coach and trains with a batting tee to get back on track mentally and physically. Similarly, sales pros can work together by role-playing, practicing customer scenarios and providing helpful feedback to improve training and process.

By refining your approach based on desired sales outcomes, customer feedback and demands for a superior experience, your sales team can enhance their effectiveness and boost closing ratios.

3 MRAATraining.com Courses:

Dealer Week Online Course:

[AIMIE, MRAA’s AI for Marine Industry Education and content delivery system, was used as a resource in the production of this content. Learn more.]

Dealership Tactics to Improve Close Ratios

Aimie, MRAA’s AI for Marine Industry Education reports that the common benchmark for close ratio in the retail industry is roughly 20-25%. That compares with a recent report from HubSpot regarding the average close rate of 20% across numerous industries.

Put simply, for 100 qualified leads or prospects your sales team would need to close a quarter of them. Of course, we all know that ideal closing ratios for dealerships vary as do the tactics and processes used. Boat types, market conditions, cash buyers and financing concerns also play a role. Ultimately, it’s about converting shoppers into buyers!

This blog shares actual real-world feedback from dealers who have implemented tactics to improve close ratios at their dealerships.

Guide offering tips for dealers, including best practices for improving sales close ratios

Do you know your sales numbers and where your individual team members currently sit?  Knowing your numbers is Strategy No. 2 in the MRAA’s Guide to Navigating 2024.

We understand it’s not always easy to get a handle on everyone and everything you do at your dealership, but it’s time to make every possible effort to do it and to track it.

11 Helpful Tactics
It’s one reason we ask dealers like you to share tips and best practices for success in improving closing ratios. Here are 11 tactics to explore to help your team and dealership improve.

  1. Manage Customer Expectations for Trade Values: The goal is to build trust with customers and to help them feel confident and comfortable with a purchasing decision. It’s vital to be upfront and honest about trade-in values.
  2. Reinforce Product Availability: Chances are you have good inventory levels of new and used vessels. It’s wise to take advantage of that and inform customers of their options.
  3. Value Proposition: You’re not just selling a boat but also your dealership and your team. Be sure to emphasize the long-term relationship and the quality of service customers will receive by working with your dealership.
  4. Educate and Slow Down the Sale: Take the time to educate the customer about why now is the best time to buy. Discuss dealer discounts, brand incentives and the benefits of the inventory you have on hand.
  5. Incentives and Promotions: Any available incentives, promotions, or rebates on new boats —boat show deals – can help entice customers to buy.
  6. Maintenance and Service: Certain dealers have encouraged regular maintenance and offered to schedule bigger jobs over the winter, which helped their customers spread out their spending. [Need a service process map?]
  7. Sales Basics: Returning to basic selling strategies and holding regular sales meetings to refresh your approach is an effective practice.
  8. Overcome Financing Objections: Address concerns about higher interest rates by explaining that they have returned to historical norms. Remind them that the value and enjoyment they will get from boating will outweigh these costs. Encourage them to buy now because it’s currently a buyer’s market, interest rates will likely drop and it’s feasible to refinance down the road. [Get more tips.]
  9. Lifestyle Selling: Boating had a spotlight on it during the pandemic as a sanctuary and safe escape from societal pressures. Emphasize to your customers both the lifestyle and aspirational aspects of boating persist and  the rewards of the enriching on-the-water experience.
  10. Quality of Life: People focus a lot on short-term needs, but with boating, it’s smart to sell on long-term quality of life-objectives. By taking this approach, you can shift the focus off price and redirect it to the overall value of boating experiences.
  11. Social Media and Online Presence: Use your social channels to connect and engage with potential customers to showcase the joys of boating and the value your dealership offers. Use these touchpoints to nurture relationships.

These suggested dealership tactics to improve close ratios might not reflect every perspective in the industry. However, they are a valuable starting point for improving your sales team’s closing ratios. Ongoing training and empowering your sales team with knowledge and tools can help them succeed in today’s market.

Get More Data & Market Insights: MRAA Pulse Reports

[AIMIE, MRAA’s AI for Marine Industry Education and content delivery system, was used as a resource in the production of this content. Learn more.]