Improve Service Department Communication at Your Dealership

After a kiss goodbye, my husband said: “Good luck at the dealership” as I walked out the door. Those words rang in my head. How often do people feel the need for “luck” when they visit your dealership – and why? His comment stuck with me – not just because of what was said, but because of what it revealed about service department communication and the customer experience in dealerships.

What Makes Customers Feel Like They Need Luck?

The dealership in question on this particular day is an impressive organization overall. They have a beautiful building in a convenient location with better than average customer amenities. On every visit, I see many of the same smiling faces, and they seem to care about their work and their customers. They have state-of-the-art technology to support a quality customer experience, and yet, things slip through the cracks.

On my last visit, they had to send a part off to a sublet for work. “It should be ready in a week or so,” they said. That was six weeks ago. But that’s not what bothered me most.

I called the dealership every week to check on the status. No one ever called to update me. Why not?

The No. 1 customer complaint in service has long been lack of communication. And service certainly isn’t the only department that could improve their communication – both internally and externally with customers.

The Real Reason Communication Breaks Down

The reasons for lack of communication usually fall into two categories: people and process.
The people don’t have the skill or will to do proper follow-up. Either they don’t care or don’t know how. Or the business does not have a system to ensure that customers, jobs, parts and deals are properly followed through to completion. Both people and process issues are costing many dealerships in both customer loyalty and profitability.

Those of us in the industry likely take a stronger interest than the average customer on how dealerships do things. My mind was certainly wondering:

  • Do they generate a work order to attach parts and sublet work to?
  • Does the service advisor have a way to track and schedule units waiting on parts?
  • How does the parts department know if an order has been delayed, canceled, or denied warranty or service contract coverage?
  • How can they tell when/if the customer has been communicated with?

And even worse, I wondered:

  • If the customer didn’t follow up, would they lose the parts sent to the sub forever?
  • Could they be giving away their parts and losing customers in the process?

But if I could ask dealerships just one question, it would be this: How are you proactively using the information from your failures to improve your processes and to better educate your people? If we don’t learn from these failures, chances are very good the same situation will happen repeatedly.

Looking around the dealership as I wait for my part to (finally!) get installed, I think about all the areas where a customer might feel that luck was (or wasn’t) on their side . . .

How “Luck” Shows Up in Every Department

  • The F&I experience: The ‘luck’ of getting someone who makes you comfortable discussing a topic that makes many people extremely uncomfortable. Someone who doesn’t appear to judge you based on your credit score. Someone who doesn’t use pressure to sell service contracts or financing. Someone who instead educates you, helps you compare apples to apples, and gives you the space to come to your own conclusion on what is best for your situation.
  • The sales experience: The ‘luck’ of getting a sales professional who listens, who really knows their product and the competition’s product, who seems genuinely interested in giving you the best options for your specific wants and needs. Someone who helps you think through not just the buying process, but also the ownership of the products you’re considering. Someone who wants your lifelong business, not just your next sale.
  • The parts experience: The ‘luck’ of getting someone who knows exactly what your parts options are, how much they’ll cost, how available they are, how long it will take to get, and the pros and cons of one option over the other. Someone who understands how you use your boat and gives you suggestions on how to enjoy it even more.
  • The service experience: The ‘luck’ of getting someone who loves and understands your product so well they take the guesswork out of ownership. Someone who explains in language you can understand how to best enjoy and care for your boat. Someone who lets you know ahead of time what work you’ve got coming up next, who reminds you and has your back every step of the way – even when it’s time to start thinking about trading in.

Building Trust Starts With Better Communication

Every one of our departments rely on proactive, honest communication for building trust. It’s called ‘building’ trust because it takes work, and it takes time.
Most customers begin their relationship with a dealership with a deficit of trust.
They think “dealer” – they think “Vegas” – they think “I’m gonna lose!”

It’s up to our team to build trust with each customer in each interaction.

It’s up to leadership to notice when things are happening with our people or with our process that is making trust-building difficult or even impossible – and to remove those barriers.

What does luck have to do with it? Thankfully, not much. It really comes down to that famous Samuel Goldwyn quote: “The harder I work, the luckier I get.”

The more we work at engaging the team in creating, improving and relying on processes, the more we encourage and facilitate strong service department communication, the luckier we will be … and the more trusting our customers.


About the Author

Valerie Ziebron, president of VRZ Consulting, has spent more than two decades helping businesses “fire on all 8” through education and motivation. She makes it a point to uncover best practice “golden nuggets” that help people flip the switch from reactive to proactive for greater profitability and customer loyalty.

Through studying and comparing hundreds of dealerships across North America, VRZ Consulting specializes in what stores can do to maximize their resources, specifically their people, processes, space and location. Visit their website here.

MRAA’s Recommended Resources

Editor’s note: this article was originally published in 2021 and has been updated in May 2025.

MRAA Advocates for Marine Retailers in Minnesota Boat Wrap Stewardship Program

The Marine Retailers Association of the Americas (MRAA) has provided feedback on the proposed Minnesota Boat Wrap Stewardship Plan, aiming to ensure that the program minimizes the financial and operational impact on marine retailers across the state.

MRAA Advocates for marine retailers in Minnesota Boat Wrap Stewardship Program

In a comment letter submitted to the Minnesota Pollution Control Agency (MPCA) and the Commercial and Industrial Flexible Film Recycling Organization (CIFFRO) on Thursday, May 15, 2025, the MRAA emphasized the need for practical implementation strategies that consider the unique challenges faced by Minnesota’s small, family-owned marine businesses.

Need for Financial Support Mechanisms

While MRAA supports the program’s objective to divert boat wrap from the waste stream, it expressed concerns about the burden the proposed collection processes may place on marine retailers. Specifically, MRAA highlighted the potential increase in labor costs for businesses required to clean and sort boat wrap for collection. MRAA recommended that CIFFRO and MPCA establish financial support mechanisms to offset these costs, thereby preventing the additional expenses from being passed on to consumers.

MRAA Advocates for Grace Period

Furthermore, MRAA advocated for a “grace period” until January 1, 2026, for non-compliant producers to join the Stewardship Organization, providing time for further outreach and education to ensure more brands participate in the program.

An Offer to Collaborate

MRAA also proposed that marine retailers, boat storage facilities and marinas be exempted from stringent cleaning requirements if no financial assistance is provided to support these efforts. Additionally, the association offered to collaborate with CIFFRO and MPCA to identify new collection locations, leveraging its network of Minnesota members to expand the program’s reach effectively.

MRAA remains committed to working closely with regulatory bodies to develop an equitable Minnesota Boat Wrap Stewardship Program that achieves environmental goals without placing undue pressure on Minnesota’s recreational marine businesses. For further inquiries about the MRAA advocating for marine retailers or to get involved, please contact Chad Tokowicz, MRAA Government Relations Manager, at Chad@mraa.com.

Read MRAA Comment LEtter

Dealer Week 2025 Surpasses 100 Exhibitors Milestone, Signaling Strong Industry Momentum 

MINNEAPOLIS, MAY 13, 2025 – The Marine Retailers Association of the Americas (MRAA) proudly announces that more than 100 exhibitors have already secured their booth spaces for Dealer Week 2025, the premier annual conference and expo dedicated to marine dealer growth. This milestone underscores the event’s significance as a central hub for innovation, networking and strategic development within the marine industry.

Dealer Week 2025 is scheduled for December 7–10 at the Tampa Convention Center in Tampa, Florida. The event promises an immersive experience, featuring world-class education sessions, unparalleled networking opportunities, and an expansive expo hall showcasing the latest products and services from leading marine industry suppliers.

Among the confirmed exhibitors are 18 boat manufacturers representing 42 boat brands, highlighting the event’s comprehensive representation of the boating sector. There are also several companies representing finance & insurance, marketing, digital products and other service provider categories. This diverse exhibitor lineup ensures attendees will gain insights into the latest trends, technologies, and solutions driving the marine industry forward.

“Reaching this milestone so quickly shows how many organizations have prioritized attending Dealer Week annually and now mark their calendars to reserve a spot,” said Mike Davin, VP of Industry Relations at MRAA. “The strong early exhibitor turnout, including top boat manufacturers and leading brands, speaks volumes about Dealer Week’s role as a critical venue for industry innovation and collaboration – and of course a key business platform for our exhibitors.”

For a complete list of the current exhibiting companies and to view when more are added, visit www.dealerweek.com/2025exhibitors.

The last time Dealer Week was held in Tampa, in 2023, exhibit space sold out in advance of the event. Currently, a diverse selection of booth sizes remains available.

If you are boat manufacturer or solutions provider serving the marine industry and are interested in securing your booth at Dealer Week 2025, please contact Allison Gruhn, Vice President of Business Development at (763) 333-2419 or allison@mraa.com, or Nichole Wishart, Business Development Specialist at (763) 402-7238 or nichole@mraa.com.

Dealer Registration Opens July 15

Marine dealers interested in attending Dealer Week 2025 can mark their calendars for July 15, when registration officially opens. Attendees can look forward to a curated selection of educational sessions, interactive workshops, and opportunities to connect with industry peers and thought leaders.

New in 2025, the event will kick off with an optional “Boat Show Boot Camp” on Dec. 7 to ensure that sales teams are primed and ready for a successful 2026 boat show season.

For more information on Dealer Week 2025, including registration details, hotel accommodations, and event schedules, please visit www.dealerweek.com.

About Dealer Week

Dealer Week, hosted by the Marine Retailers Association of the Americas (MRAA), is the premier annual conference and expo designed exclusively for marine dealership professionals. Bringing together industry leaders, top manufacturers, and innovative service providers, Dealer Week offers an immersive experience focused on dealer growth, education, and strategic networking. Through comprehensive educational sessions, interactive workshops, and an expansive exhibition hall showcasing the latest marine products and services, Dealer Week empowers marine dealers to elevate their businesses and drive industry excellence. For more information, visit www.dealerweek.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.

Introducing MRAA’s Online Boat Marketplace Comparison Tool: More Listings. Less Guesswork.

More Listings. Less Guesswork.

Dealers told us they wanted more support navigating the digital boat marketplace landscape – and we listened.

Today, we’re proud to launch the MRAA Online Boat Marketplace Comparison Tool, a new resource designed to help marine retailers quickly compare third-party platforms where boats can be listed, marketed, and sold online.

From national players to niche platforms, this dealer-first directory compiles vital information like:

  • Listing types and market reach
  • Data and analytics features
  • Ownership models (dealer-only vs. public access)
  • Feed/API capabilities
  • And more!

This tool exists for one reason: to help dealers make informed, strategic decisions about where they invest their marketing dollars.

Screenshot of the Online Boat Marketplace Directory, including the filters on the left side and the first three listings on the right now.

Why Now? Why This?

Over the last year, boat dealers across North America have raised real, passionate concerns about digital listing platform pricing and perceived value. Many reached out to us, wondering whether they had options, and whether MRAA was doing enough to support them.

In response, our Board of Directors issued a public letter reaffirming our commitment to standing with dealers and offering clear, constructive solutions. Read that letter here.

The Online Boat Marketplace Comparison Tool is a tangible, no-nonsense step forward. It empowers dealers with transparency – without targeting any single provider. And while long-time Strategic Partners like Boats Group continue to play a role in the ecosystem, this tool ensures that all platforms can be reviewed side-by-side.

Empowering Dealers Through Digital Confidence

This launch is just one part of a broader dealer support initiative. As part of our May Spotlight on Digital Marketing, we’re also offering:

  • Free digital marketing webinars on SEO, lead gen, and ad strategies
  • Spotlight blog content on owning your online presence
  • Guidance on evaluating ROI from your online listings

Together, these tools are meant to provide dealers with what they’ve asked for: more clarity, more options, and more control over their digital strategy.

Explore the New Comparison Tool Now

Ready to see what’s out there? Visit the Online Boat Marketplace Comparison Tool now and explore your options.

Have a platform to suggest or feedback to offer? Submit it through the form at the bottom of the page – we’re listening, and we’re evolving this resource with the industry.

Led by Northwest Marine Trades Association, Coalition Sinks Washington State Luxury Tax on Recreational Vessels

WASHINGTON, May 8, 2025 – The Marine Retailers Association of the Americas (MRAA), alongside its industry partners, is celebrating a monumental advocacy victory as the Washington State Legislature has officially tabled a proposed “luxury” tax on vessels (SB5801), protecting marine industry jobs and saving an estimated $70 million over the next six years — a coalition effort that ultimately sinks Washington State luxury tax.

This decision comes after sustained and strategic advocacy efforts led by the Northwest Marine Trade Association (NMTA) and supported by MRAA and a strong coalition of local stakeholders. The proposed tax would have unfairly targeted recreational boats throughout the Evergreen State, ultimately extracting $13 million annually from the marine sector — an industry vital to Washington’s economy and workforce.

“I am deeply grateful for MRAA’s swift response, strategic support, and the national credibility it brought to our advocacy efforts,” said Jay Jennings, Vice President and Director of Government Affairs at the NMTA. “In a campaign where demonstrating nationwide industry alignment was essential, MRAA’s involvement elevated our message and significantly strengthened the size and influence of our coalition. Their engagement was instrumental in achieving this outcome, and we look forward to future collaboration.”

Due to the leadership of the NMTA, more than 1,300 individual actions were taken in response to the coalition’s Call to Action, helping amplify the concerns of industry and the Washington boating public directly to lawmakers. The groundswell of support underscored the critical role the marine industry plays in the state’s economy and the importance of fair, balanced taxation. To see an example of how the MRAA engaged, click here to see a coalition letter.

“This is a powerful example of what can be accomplished when our industry speaks with one voice,” said Chad Tokowicz, MRAA Government Relations Manager. “Our collective efforts not only protected thousands of jobs and small businesses in the recreational marine industry, but also preserved the vibrancy of recreational boating in Washington State.”

While the coalition sinking the Washington State luxury tax marks a significant victory for the Washington State recreational marine industry, it is worth noting that luxury taxes on airplanes, cars and motorhomes remain under consideration. In addition, due to the outreach and input from the coalition, the legislature introduced a new, more modest tax measure: beginning in July 2026, an additional half-cent sales tax will apply to recreational vessels sold and registered in the state. With this adjustment, the projected tax burden for the industry has been reduced from $78 million to just $7 million over six years. The fact that luxury taxes remain on airplanes, cars and motorhomes further underscores the effectiveness of coalition advocacy efforts.

This victory highlights the importance of the relationships and collaboration between National and State Marine Trade Associations (MTA), as without the leadership and on-the-ground expertise of the NMTA, this would have been a more strenuous uphill battle for national groups to face alone. The MRAA seeks to build relationships with MTAs as these partnerships are oftentimes the key to success in shared advocacy battles. The MRAA-led Advisory Council of Marine Associations (ACMA) provides an opportunity for state and national MTAs to discuss policy issues in their respective states and regions, share engagement strategies and keep up to date with legislative and regulatory activity impacting the recreational marine industry at a state level. Stay tuned for additional stories about how the MRAA and SMTAs are working together on overlapping policy and regulatory issues.

This win — when a coalition sinks Washington State luxury tax — stands as a model for future advocacy efforts. MRAA extends its deepest gratitude to all members, partners and advocates who lent their voices in this fight. Together we’ve preserved not only our economic impact but the ability of consumers to enjoy life on the water. Should you have any questions or are interested in getting more involved in MRAA advocacy efforts, 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.

How to Use a DMS to Market Your Services & Inventory

More than merely an inventory and point-of-sale tool, a Dealer Management System (DMS) can assist you with marketing in various strategic and practical ways. Your DMS is the foundation for targeted, efficient, data-driven marketing campaigns. But what steps should you take to make the most use of your DMS?

Here are two effective examples of using a DMS to market your services and boat inventory.

1. Inventory Visibility & Syndication

A DMS tracks all inventory (new, used, in transit, etc.) in real-time and distributes it to multiple online platforms, including your dealership’s website, inventory aggregation platforms and social media through integrations. Furthermore, the DMS automatically refreshes all listings when inventory moves or changes:

  • Example: A boat, outboard engine or boat trailer is sold
  • Example: Pricing or photos are updated

This eliminates double entry, reduces mistakes and enhances the customer experience. Additionally, in the digital age, the faster your inventory is listed across these platforms, the sooner it can reach potential buyers.

2. Customer Data & Segmentation

A DMS stores your customers’ profiles, purchase histories, service records and contact information. This allows you to segment customers based on their behavior (e.g., past purchases, service visits), location or inventory preferences. Reporting tools provide insights into which inventory items are in demand and which must be sold quickly to avoid obsolescence. This data enables you to run targeted advertising campaigns, adjust pricing and promote high-margin or slow-moving inventory.

Furthermore, a CRM system integration can help you track each customer’s journey, from inquiry to purchase. If you’re not doing this, you’re hurting your ability to market correctly and connect with your customers and leads.

In addition to built-in automation features, integration with your CRM system helps you to:

  • Track leads generated by inventory listings
  • Send automated text messages or emails about similar inventory
  • Send automated text messages or emails about special order parts
  • Do seasonal promotions
  • Schedule service follow-ups

Forward-Thinking: A DMS to Market Your Services & Inventory

That’s why it’s vital to have a forward-thinking DMS that meets your needs and those of the ever-changing retail environment. It allows you to make informed decisions and take action to increase profitability. To learn more about ZiiDMS and its programs, visit ziidms.com/marine or contact: 800-721-7748; sales@ziidms.com.

About the Author

Sid Humphreys is the Regional Representative for ZiiDMS, an MRAA Platinum Partner, and has over 20 years of experience in the powersports, outdoor power equipment (OPE) and marine industries. Sid has a deep understanding of dealership workflows and how the right technology can help dealers succeed. Outside of work, he enjoys spending time with his family and engaging in recreational outdoor activities.

Headshot of writer Sid Humphreys, of ZiiDMS, wearing a black polo-type shirt with a yellow background

Regal Boats Upgrades to MRAA’s All-New Boat Brand Membership 

MINNEAPOLIS, APRIL 21, 2025 – The Marine Retailers Association of the Americas (MRAA) is thrilled to announce that Regal Boats has become the first manufacturer to upgrade to MRAA’s all-new Boat Brand Partner membership category. This partnership marks a significant milestone in MRAA’s ongoing efforts to support and enhance the success of the marine industry. 

A longtime Partner of the MRAA, Regal Boats upgraded its membership with MRAA, having been an Education Champion member for the past three years. Regal’s commitment to supporting MRAA’s mission of fueling the success of dealers through training and education has been unwavering. 

“We are excited to expand our relationship and become MRAA’s first Boat Brand Partner and are greatly looking forward to capturing more dealer development deliverables for our dealers,” said Jake Kuck, Vice President of North American Sales & Marketing at Regal Boats. “This partnership will allow us to connect our dealers with MRAA’s extensive catalog of programs, tools, education, and resources.” 

The Boat Brand Partner membership, launched in 2025, is designed to better serve boat manufacturers with dealer development tools that help their dealer networks become more successful. The membership provides boat brands, like Regal Boats, with exhibit space at MRAA’s Dealer Week Conference and Expo, in addition to a series of dealer development opportunities that provide turnkey, year-round access to training and education opportunities for the brand’s dealer network. This new Boat Brand Partner membership is open to all boat manufacturers. 

“We are incredibly thankful for Regal Boats’ years of support for MRAA and the important work we do to serve dealers,” said Allison Gruhn, Vice President of Business Development. “Regal’s dedication to supporting its dealers through its partnership with MRAA has been instrumental in our mission to enhance industry growth and success.” 

MRAA offers two Partner levels of membership that offer Dealer Development resources to Boat Manufacturers – this new Boat Brand Partner membership, and MRAA’s Strategic Partner membership. At the Strategic Partner level, more than 45 boat brands have already been introduced to MRAA’s significant dealer development programs and services. To learn more, contact Allison Gruhn at 763-333-2419 or allison@mraa.com. 

About Regal Boats 
Regal Boats is a family-owned and operated manufacturer of luxury performance boats from 20′ to 50′, dedicated to enriching lives through awesome boating experiences. Founded in 1969, Regal combines thoughtful design, quality craftsmanship, and a commitment to excellence to deliver boats that inspire joy on the water. With a purpose to Honor God and Enrich Lives, Regal Boats continues to lead the marine industry by fostering innovation, cultivating relationships, and upholding values that stand the test of time. Based in Orlando, FL, Regal distributes products through a dedicated dealer network worldwide.

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. 

Are you a boat manufacturer that would be interested in becoming a Boat Brand Partner? Learn more about different levels of Partner Membership here!

The Art of the Phone Call

You know you have invested time and budget into digital marketing that delivers because your phones are ringing, leads are coming in and interest seems high. However, if those leads aren’t converting, the missing piece might not be your marketing — it’s more likely your phone strategy. For many boat dealerships, the phone is the critical link between online interest and in-store appointments, yet it’s often overlooked. In this blog, we outline a proven, well-structured approach to phone lead conversion, with six strategies to sharpen your team’s skills, improve first impressions and help your digital marketing efforts truly pay off. It’s time to focus on the art of the phone call.

Tip 1: Marketing Success Isn’t the Finish Line

While a ringing phone or a full inbox may signal marketing success, it’s just the beginning. Actual sales happen when prospects transition smoothly from interest to action.

Your lead’s arrival is just the beginning — properly handling these leads is the key to unlocking their true potential. To maximize your leads, you have to do tracking and handling. Understanding where your leads come from helps you track your ROI on digital marketing campaigns. Remember, this first contact is often a customer’s first impression of your dealership, so a strong impression is non-negotiable!

Sharpening your skills for success is critical in sales.

  • Consider this: NHL forwards have faced off thousands of times in their careers, yet they constantly refine their techniques to be more effective. (Go Lightning!)
  • Likewise, you’ve answered the phone thousands of times—but are you doing it in the most effective way, every time?
  • We are here today to help you maximize your digital advertising efforts.
  • We will be focusing on the leads that arrive by phone.


Tip 2: Phone calls: The Essential Bridge

Phone calls serve as the vital connection between marketing efforts and closing sales. Ensure callers reach a salesperson — don’t fall into the trap of missed opportunities.

Here are five missed opportunities that can tear down your bridge:

  1. Missed calls: Nobody picks up and the customer never calls back.
  2. On-hold hang ups: The caller is put on hold, but hangs up out of frustration.
  3. Sales agent not available: Caller is transferred to a sales agent, but they are not available or they are not available at the time of the request. Either on hurts.
  4. Sales agent unable to answer customer questions: Customer connects with a sales agent, but they cannot answer the customer’s questions and request for more details on the boat. A lack of knowledge about the product can derail a sale.
  5. Sales appointment not established: Contact is made and boats were discussed, but an appointment to go deeper and to visit the showroom is not set.

The Art of the Phone Call - Bridge - missed opportunities


Tip 3: Build Rapport by Addressing Needs

The Art of the Phone Call - 3 core pillars of a great call

You’ve heard it a million times, building rapport is key. The easiest way to make a prospect like you is to answer their questions and make their call worthwhile.

When someone calls to inquire about a product — whether it’s a dinner reservation or a major purchase, like a wake boat — the person answering the phone plays a crucial role in shaping the shopper’s willingness to continue the conversation. If they reach out to a business seeking details beyond what’s available on their website, the way the representative responds can either encourage them to move forward or reconsider altogether. Sadly, more times, it’s the latter. An upbeat rep with product knowledge will make the phone call more enjoyable and makes the lead look forward to the dealership visit.

Tip 4: Three Core Pillars of a Great Call

The three core pillars of a great call, include:

  1. Create a positive experience — Create a positive experience by answering their questions — focus on excellent customer service.
  2. After earning trust, collect contact information — After earning trust, collect essential contact information: Name, email address and confirm the phone number from caller ID.
  3. Schedule a showroom visit or test drive (demo) — Guide the conversation toward scheduling a showroom visit or test drive. Always aim to secure the next step.

By following these three steps, you’ll see an increase in appointments and, consequently, in sales. You will increase your boat sales with a daily focus on your appointments that include:

  • Phone Calls
  • Web Leads
  • Be Backs

Tip 5: Interactive Training Methods

Utilize recorded calls from your website’s listings for team learning. Have the salesperson critique their performance and encourage group feedback for collective improvement. Leverage AI tools with microphones and speakers to simulate customer interactions. Let your sales team practice handling calls with an AI customer for effective training. For salespeople to truly adopt and apply these skills, accountability is crucial.

Tip 6: Follow-Up Makes the Difference

Log all prospect details in your CRM system. Follow up with an email or text thanking them for their time and interest. Include links to more information about the boat. A thoughtful email, combined with a polished signature, serves as a lasting reminder of your name and your dealership. Think of it as a digital business card that ensures your dealership and sales team member’s name stays in their mind. Remember following up after a sales call should be for total selflessness!
Use these two resources to avoid future missed opportunities:

  1. Dealer incoming sale call phone script
  2. Phone call follow-up

The Art of the Phone Call

In today’s market, digital ads might spark interest, but it’s the phone call that often determines whether a lead becomes a sale. By using a well-structured approach — built on responsiveness, rapport and follow-up — you can transform your dealership’s phone interactions into a powerful sales tool. Each call is a critical bridge between your online marketing and real-world showroom traffic, and with the right training and accountability, your team can walk that bridge with confidence. Implement these phone call strategies to not only improve conversions and manage your leads, but also to create a consistent, professional experience that keeps customers coming back.

By Bob McCann, MRAA Lead Certification Consultant & Mike Markette, Heartbeat Labs

EDITOR’S NOTE: This blog was built from the PowerPoint presentation from the April 30, 2025 MRAA Ask the Expert Webinar “Unlocking Success, One Click at a Time”.

Have questions or want to watch the MRAA Ask the Expert webinar for this content? Contact Bob McCann or click here.

Creating Engaging Digital Media Content for Your Boat Dealership

By Anna Tozzi-Barbay, Boatmart.com, an MRAA Education Champion

In the age of digital media, creating engaging digital media content for your dealership across various platforms can greatly increase your reach to potential customers. By ensuring that you are optimizing the benefits of each platform and utilizing the unique features that each offer for business accounts offer by putting out content that is tailored to your target customer base, your chances at a successful campaign are increased. Below are a few tips for creating engaging content for your dealership on digital media platforms so that you can create the best reach for your target market.

The Art of Content Creation

Creating content that is both informative and engaging will allow for your dealership to stand out in a competitive market. To do this, you must first understand your target audience. Understanding your customer base and their needs will allow you to create tailored content that will answer their questions, solve their problems and meet their expectations. This can be achieved in a few ways, depending on the platform you are using.
Professional-quality visual content is just the tip of the iceberg where catering to your specific audience is concerned. It must also be streamlined and concise. Among the content creation tools that you will find most valuable:

  • Engaging visual content created on a digital design platform like Canva, Designer, Adobe InDesign or something similar.
  • If you are building or maintaining your own website where you will publish a blog, find a user-friendly website builder or hire a webmaster who can maintain a website for your dealership.
  • Utilize social media management tools like Meta business suite.
  • Employ Search Engine Optimization (SEO) tools like Google Ads, Microsoft Advertising or similar ad management software to help you optimize reach.
  • Utilize video editing software to create more professional looking visual content.

Benefits of Digital Media

Digital media platforms offer a variety of different ways to reach your target audience. While some rely more on simple visuals, others support more video content and still others like dealership blogs offer more in-depth information on topics that might interest current and potential customers. Social media allows you to avoid a one-size-fits-all approach and reach a broader audience for the following platforms:

Blogs

A dealership blog offers several benefits. It allows you to establish yourself as an authority on your product, showcase knowledge on topics related to your business, build trust with your target audience, make finding your website easier by utilizing SEO methods, build your reputation as an industry leader and provide educational and engaging content.
A blog is going to offer your customers more in-depth information on a variety of topics and can be published on a schedule so that you are continuously publishing engaging and informative information. While you may want to hire someone in-house to create blogs for your dealership, outsourcing options are also available.

Facebook

While Facebook has been around for quite some time, Meta Business Suites by Facebook is a relatively new initiative that offers businesses a way to create and manage posts across both Facebook and Instagram, scheduling content to go up at peak hours and getting it in front of your target audience more efficiently.
Facebook can be best utilized to post professional photos, announce sales and promotions and engage with customers through both collecting reviews and engaging in posts. Facebook Live is also a great tool for offering visual tours of your dealership and engaging with your customers base in real time, allowing you to create more trust with your target audience.
Make sure your visual content is not over-edited and easy to read. Using the alternative text options is also a great tool for those customers who may benefit from this inclusion.

Instagram

Instagram is a great platform for visual content like photos and video reels. You can link your business Instagram to your Facebook account and schedule posts, reels and stories from the same Meta Business Suite that you utilize for your Facebook business page.
When creating content for both platforms, take your target audience into consideration for each post and tailor the content so that it finds those who will benefit best from its content. Remember, you are offering your customers a solution to a problem. When creating visual content, keep factors like age, location and interest in mind. Knowing your target audience demographic will not only help you to create more specific content, but also to know when to post this content throughout the day.
It’s best not to over-saturate your Instagram page with too many posts each day. Sticking to peak hours instead, which will optimize your posts visibility.
Using relevant hashtags is also a great way to increase reach, but keep those limited and relevant, as well.


TikTok

TikTok is the least formal social media platform in terms of what you can post for customer engagement. It offers a more personalized approach where you can perhaps have a bit more wiggle room to have fun. Much like Instagram, utilizing hashtags will increase your reach allowing your account to be more easily found. Fifty percent of TikTok users are over the age of 30, meaning you have the potential to reach tens of thousands of potential customers who are actively searching for boats.
TikTok is great for engaging in some of the platforms trending challenges that are designed to find a bigger audience. Come ideas for content, weekly how-to videos, fun showroom clips, maintenance videos and other promotional videos. Using a video editing app like CapCut to create professional reels will allow you to promote more professional looking content while still enjoying the more casual approach the TikTok offers.

LinkedIn

Unlike the above social media platforms, LinkedIn is more business-driven, connecting you with industry professionals and keeps you informed on industry trends and insights. While you can still share engaging visual content, LinkedIn’s more professional focus. By allowing your dealership to showcase its achievements and network, professional relationships can be fostered in a setting that allows for business growth.


Consider a Social Media or Content Manager

Does this all sound a bit overwhelming? Consider hiring a social media or content manager with expertise across these platforms to maximize your dealership’s digital reach and impact. A Social Media Marketing Manager will have the knowledge and experience to allow you to get your content in front of the most potential customers.

Anna C Tozzi of Boatmart.com - digital marketing professional

About the Author
Anna Cecilia Tozzi is a freelance writer with a passion for learning new things. With over five years of experience working as the business manager for a successful custom motorcycle and auto-rebuilding business, she specializes in creating engaging content that resonates with readers who have a passion for everything on wheels. When she’s not typing away, you’ll find this Jaqueline of all trades working as a personal trainer or performing with a dinner theater. For more articles by Anna, visit https://boatmediakit.com/blog/.

Include Soft Pulls in Digital Retailing

• Why aren’t more dealers and lenders leveraging credit-first soft pulls?

By Ken Hill, Managing Director for 700Credit, an MRAA Platinum Partner

Shopping for a vehicle comes with all kinds of stressors for a consumer — some of which can affect their relationship with the dealer and lender. The decision to require a shopper to undergo a credit verification can be stressful for many consumers — for different reasons!

Some consumers are worried about the score that will come back on the other end. Some are worried if the score will be high enough to qualify them for the RV or boat they’re really hoping to get. Others aren’t so much worried about the score that will come back, but they are worried that the act of running their credit specifically will “ding” their credit a little. This blog shares tips to help you include soft pulls in digital retailing systems.

Why are Soft Pulls so Effective Today?

These reasons are why soft-pull credit checks are so effective today. A soft pull credit check is similar to a mortgage prequalification check. It allows the dealer and lender to review a shopper’s credit score and financial standing, but it does not impact their credit score.

Soft pulls are important to dealers and lenders for multiple reasons. Perhaps a shopper is unsure if they can afford a specific RV or vehicle because of reduced cash flow during these uncertain times. A soft pull can alert them to their status if they’re pre-approved before moving forward with financing options.

Including soft pulls in digital retailing systems can strengthen consumer confidence and trust in making the right decision, and since they aren’t locked into anything they can resume shopping and even assess varying price ranges. They can also be beneficial to those who may be a little less confident about their credit standing. Perhaps they acknowledge their credit is poor but their RV or vehicle has broken down and don’t have to worry about having their credit “dinged” while reviewing exactly what they can afford next.

Soft Pulls are a Necessity with Digital Retailing

Sure, for all of these reasons dealers and lenders should be offering soft pulls. However, when you consider the era of digital retailing we’re now in, soft pulls are no longer a preference — they’re a must.

Research from SalesForce says that in a survey of 7,000 consumers, 53% would share personal data in exchange for a personalized shopping experiences1. Why is this important? Because today’s digital shopping process is all about personalization. 

This means soft pulls combined with a ‘credit-first strategy’ are imperative to the success of every dealer and transaction today. A fully personalized digital retailing system requires accurate monthly payment quoting — early on in the shopping process. Everything from vehicle selection, financing, credit eligibility, and trade-in valuations can affect a person’s payment composition. Obtaining credit at the beginning of the digital retailing process ensures a true personalized shopping experience that will help close more deals.

Credit-First and Soft Pulls Work Together

The right credit-first strategy, combined with a soft-pull approach is now enabling more seamless transactions in today’s digitized world of sales. Soft pulls work in concert with the credit-first approach and do not require a customer’s date-of-birth nor social security number. With just the customers’ name and address, soft-pulls allow an early-stage snapshot of the customers’ credit profile, and insights into their buying power before you start building any deal.

With interest rates changing more frequently right now, establishing the right credit tier and payment options early on in the shopping process will benefit everyone involved and build more trust into the process. There is nothing worse than a customer assuming or estimating the payment in his or her mind throughout the transaction process, only to learn just how much changed interest rates may affect the final deal inside the F&I manager’s office at the end.

Where Soft Pulls Benefit Other Areas of a Dealership

Aside from today’s digital shopping process, soft pulls can also benefit dealers in the service lane. Combined with solutions that include equity calculators, smart dealers are now easily integrating these features into their daily workflows as a way to build additional conquest opportunities.

These additional tools built with soft-pull technology are helping dealers and service managers offer quick valuation calculations to show customers how and where it might make sense to consider a new vehicle on the lot compared to the repair bill. This certainly benefits the customer make a wise decision, but it also helps dealers conquest a customer that may not originally be theirs, along with additional used and pre-owned inventory.  

Trying to build a digital retailing system for your dealership without soft-pull technology is like building a car without tires. It might look nice, but you won’t get anywhere anytime soon.

Include Soft Pulls in Digital Retailing

About The Author:
Ken Hill is managing director for 700Credit, an MRAA Platinum Partner, and a leading provider of credit reports, compliance, identity verification and soft pull products for automotive, RV, powersports and marine dealers in the U.S. For more information please visit www.700credit.com.

1: https://www.salesforce.com/content/blogs/us/en/2016/11/swap-data-for-personalized-marketing.html