9 Strategies for Enhancing Employee Satisfaction

Data can be a great resource to have in your business toolbelt. However, having data and ACTING on it are two different things. If you fail to do so, you’re just collecting numbers and that won’t help you get to where you want to be.

You’ll find data everywhere in your dealership. Even your employee feedback should be considered valuable data because it can lead to better satisfaction.

“Attitude and energy! We made an aggressive stance on having positivity here,” said a dealer during a recent conversation. He added that he and his crew protect their time, efficiency and attitude and it has helped tremendously. Not only is this self awareness important for your business to function effectively, it also improve your employee’s experience and keep them more satisfied and engaged.

9 Strategies for Enhancing Employee Satisfaction
The Lighthouse Harbor Marina team attended Dealer Week 2024 in Orlando, and gathered on stage to accept the dealership’s Great Dealerships to Work For award. Smiles galore!
9 strategies for improving employee satisfaction at your dealership.
  • Open Communication – Employees who feel heard are more engaged and committed.
  • Recognition & Appreciation – You have to have awareness in this industry. It’s not all about numbers. A simple “thank you” or company-wide recognition for an employee or team of employees means a lot. It also reinforces that management understands and values its employees and their effort.
  • Professional Development – Training and investing in your employee’s professional growth is a necessity not a dream! You invest in them, so they invest in your business. Here’s one example of how to reward them for their training from Bernie DeGraw, MRAA Senior Education Developer. For every four hours of training, give them 30 minutes of comp time by issuing a “get out of jail free card” (Yes, like Monopoly!). This shows both respect for them investing in training and for their personal time by rewarding them with an early escape one day. You can actually print off a card and hand them out with a message that reads, “Congrats, you’ve earned 30 minutes of PTO through your training.”
  • Competitive Compensation & Benefits – Understand the numbers for the market and positions you have at your dealership. It’s wise to pay fairly and provide solid benefits. So often, loyalty follows.
  • Work-Life Balance – Burnout can capture even the best employee. That’s why it’s critical to respect time off and offer flexibility whenever possible. Take care of one another with an “We got your back,” approach.
  • Positive Work Environment – Like the quote above, your positivity — even in the face of uncertainty and things outside of your control — works wonders. If culture is everything, don’t let a sour attitude ruin it. Promote teamwork, communication and inclusion to build trust and accountability.
  • Leadership Development – Employee training should include management, too! Stronger leadership builds stronger teams, so train your managers (that’s B-level and above).
  • Employee Involvement – Let them feel invested in the business by giving then a voice in decision-making. This includes asking for their input and thoughts annually.
  • Regular Feedback – Clear, constructive feedback helps employees grow and improves retention.
Need a Blueprint?

Use these strategies as a pathway to building a dealership where people love to work. By the way, you don’t have to do this one alone or feel like you’re on your own little island. If you’re seeking greatness, you must capture your employees’ feedback annually and address their concerns and ideas. With more than 26,000 responses collected, MRAA’s Employee Satisfaction Survey, a valuable part of the MRAA Dealership Certification Program, has created a blueprint for taking action.

To explore MRAA Dealership Certification, contact Stevie Cook today at 763-402-7236.
 

Connect With Stevie Cook

MRAA Supports ‘25 in 2025’ Campaign

Campaign issues challenge to states to create the 25th office of outdoor recreation 

WASHINGTON — Along with leading outdoor recreation organizations from across the United States led by the Outdoor Recreation Roundtable (ORR), the Marine Retailers Association of the Americas celebrates the launch of the ‘25 in 2025’ campaign, a challenge to states to create the 25th office of outdoor recreation in the calendar year, following 24 other states that have created such offices in government since 2013. In the coming months, the campaign will highlight the accomplishments and importance of existing offices of outdoor recreation with new resources and research and culminate in an in-person convening this fall to celebrate the 25th state.  

MRAA supports 25 in 2025 campaign ... outdoor recreation includes bikes, SxS and kayaks
The “25 in 2025” campaign will highlight the accomplishments and importance of existing offices of outdoor recreation with new resources and research. (Image courtesy of the Outdoor Recreation Roundtable)

 “Offices of Outdoor Recreation are crucial for supporting the continued growth of the recreational marine industry and provide access, knowledge, and opportunities to the boating public and businesses,” said Matt Gruhn, President of the Marine Retailers Association of the Americas. “The MRAA is proud to support the ‘25 in 2025’ campaign and looks forward to working with the ORR to create the 25th office of outdoor recreation in 2025 to further strengthen the marine industry and outdoor recreation economy at large thoughout America.”

“Since its establishment in 2022, Massachusetts Office of Outdoor Recreation has been instrumental in continuing the development and growth of our state’s outdoor recreation economy,” said Randall Lyons, Executive Director of the Massachusetts Marine Trades Association. “Paul Jahnige, Director of the Massachusetts Office of Outdoor Recreation, has been dedicated to working with recreational marine businesses throughout the state and helping to showcase the variety of outdoor recreational opportunities throughout the commonwealth, from boating and fishing to exploring our inland ponds, lakes and rivers. The MA Office of Outdoor Recreation has been a valuable partner and supporter of the recreational boating industry in Massachusetts. I look forward to working more with Paul in the future.”

“As small business owner and member of the Massachusetts Outdoor Recreation Economy, the establishment of an Office of Outdoor Recreation reinforced with me that our state understands the importance of small businesses who ultimately make outdoor recreation possible in Massachusetts. This action also proves that the state of Massachusetts is committed to supporting my business and the rest of the state’s recreational boating industry,” said Craig LeBlanc, Owner and General Manager, at Allen Harbor Marine Service in Harwich Port. “As a member of the MRAA Board of Directors I am excited to see we support the ‘25 in 25’ campaign, as I have seen the positive benefits of these offices first-hand and believe that their establishment in other states will only benefit MRAA members and the boating public at large.”

Jessica Wahl Turner, President of the Outdoor Recreation Roundtable, applauded the campaign’s launch, stating,“Few stories represent the bipartisan importance of outdoor recreation better than the 24 states from coast to coast who have created offices of outdoor recreation in just over a decade. These offices are leaders on new initiatives and investments in outdoor recreation for states across the country, creating new economic development, conservation, and public health potential. We are thrilled to highlight the powerful accomplishments of current offices of outdoor recreation over the year and look forward to celebrating the 25th state together.”

State Office History 

In 2013, Utah Governor Gary Herbert created the first state office of outdoor recreation, recognizing the critical role of outdoor recreation to Utah’s identity, economic competitiveness, and community health. Since that time, states representing nearly half the country have created these offices through executive action or legislation, placing offices in various agencies to catalyze new growth in their states’ outdoor recreation economies and promoting access for all. The Confluence of States, the coalition of these offices of outdoor recreation, has gained significant national prominence during this time for its efforts to unite offices around a shared vision. A map with all states that have created offices of outdoor recreation can be found here.  

The campaign launch also includes the launch of a new resource called “5 Steps to Create an Office of Outdoor Recreation in Your State.” This new tool aggregates best practices shared from the experiences of other states who successfully created offices of outdoor recreation. This new tool will be displayed alongside several other resources to support states in creating and managing offices of outdoor recreation, including A Guidebook to Developing Offices of Outdoor Recreation, Strategies to Support Offices of Outdoor Recreation, Pathways and Structures for Offices of Outdoor Recreation, The Value of Offices of Outdoor Recreation and more. In the coming months, ORR will release additional resources related to the importance of offices of outdoor recreation to help stimulate new investments in existing offices of outdoor recreation.  The ’25 in 2025’ follows a historic year for the outdoor recreation economy that included passage of the EXPLORE Act, the most comprehensive update to outdoor recreation policy in recent history, as well as a new data release from the U.S. Bureau of Economic Analysis showing that outdoor recreation generated $1.2 trillion (2.3% of GDP) and 5 million jobs in 2023, growing 36% in real terms since 2012. 

Questions? Reach out to the MRAA Advocacy team.

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.

Succession Planning for Boat Dealers: The Essential Toolkit

Article updated in March, 2025.

​Succession planning is a critical process for ensuring the longevity and success of any business, including boat dealerships. Recognizing this need, the MRAA has developed a comprehensive Succession Planning Toolkit to assist dealers in navigating this essential aspect of business continuity.

Understanding Succession Planning for Boat Dealers

Succession planning for boat dealers involves creating a strategic plan to ensure your business continues to thrive for future generations. A well-executed succession plan establishes processes, systems, and leadership approaches that provide stability and growth. This not only instills confidence among owners and employees but also secures the long-term prosperity of the dealership as it transitions between owners or generations.

A business owner hands over a contract as part of their succession arrangement.

Introducing the Succession Planning Toolkit

In collaboration with industry experts, MRAA offers the Succession Planning Toolkit made specifically for boat dealerships, which includes:

Getting Started

To embark on your succession planning journey, utilize the resources provided in the above Succession Planning Toolkit. These tools are designed to offer confidence in decision-making, enhance dealership success, and facilitate future planning, whether succession is imminent or in the distant future.

The “MEMBERS ONLY” resources are exclusive to MRAA members. To access these valuable tools, consider joining the MRAA.

The Importance of Boat Demos for Safe & Enjoyable Boating

When your schedule fills up with boat deliveries and potential buyers, it’s tempting to find shortcuts in the sales process.

Skipping a boat demo might seem like a time-saver. But it can lead to frustrated customers, safety risks, or even accidents due to improper operation.

A simple demo helps ensure buyers feel confident and prepared before hitting the water.

A family enjoying a boat demo on the water.

Customers coming in to buy a boat come from a wide range of boating experience, which is why boat demos (and product demonstrations in general) are important for safe and enjoyable boating.

Some have been passengers for years and are finally purchasing their own boat. Others are upgrading from an older model, like a ‘90s pontoon, to a modern wake boat. And some are first-time buyers who have never operated a boat.

Regardless of their experience, the boat they’re buying is likely new to them. With advancements in boat technology, even experienced boaters may need guidance. A boat demo bridges that knowledge gap, making for a safer and more enjoyable experience.

Key Considerations for Effective Boat Demos:

  1. Assess the Customer’s Experience:
    • Before delivery, note the customer’s boating experience in your customer relationship management (CRM) system. But don’t assume – ask again. Some may overstate their skills due to pride. Encourage honesty so you can provide the right level of guidance.
  2. Conduct an On-Land Boat Demo (If Needed)
    • If an in-water demo isn’t possible, an on-land demo is the next best thing. Walk the customer through:
      • Controls & safety features: Explain them as if you were on the water.
      • Trailer basics: If applicable, demonstrate how to hitch, load, and unload the boat.
  3. Conduct an In-Water Boat Demo
    • An in-water demo is ideal. Spend at least an hour showing key features, then let the customer take the helm. As they drive, provide gentle feedback. Aim for a 2:1 ratio of praise to critique – positive reinforcement makes learning easier.
  4. Teach Trailer Usage (If Applicable)
    • If the boat is being trailered, take them through the full process:
      • Backing the boat into the water
      • Launching & loading the boat onto the trailer
      • Securing it properly
    • Customers who practice this firsthand will feel much more confident when they go out on their own.
  5. Cover Essential Boating Safety Tips
    • New boat owners might no be familiar with local regulations. Take time to explain:
  6. Personalize the Boat Demo:
    • Tailor the demo to the customer’s lifestyle:
      • For anglers → Demonstrate the live well and fish finder.
      • For wakeboarders → Show how to adjust ballast and wake settings.
      • For music lovers → Teach them about the boat’s speaker system and proper noise levels.
    • This makes the experience more engaging and builds excitement for their new boat.
  7. Don’t Leave Them Stranded!
    • A boat demo can be information overload. Offer customers a way to reach you if they have follow-up questions. A direct phone number or dealership contact ensures they won’t feel stranded later.

Bonus Tip: Leverage Boat Shows for More Demos

Don’t forget! Boat shows are a great way to schedule boat demos with potential customers who are on the fence about buying. If you’re a dealer, you might have experienced an on-water or an on-land boat demo from a manufacturer at an industry event such as Dealer Week!

Dealers stepping down from a boat demo at Dealer Week 2024.

Final Thoughts

Boat demos may take extra time, but they create safer, more satisfied customers who feel confident on the water. No one wants to be the person struggling to operate their boat in front of family and friends. By taking the time to educate buyers, you help them become the hero of their boating adventures – earning their trust and long-term loyalty.

Want more insights on running a successful dealership or retail store? Subscribe to our weekly newsletter, Toolbox, and get exclusive tips on operating your dealership as well as relevant marine industry news – delivered straight to your inbox. Click here to subscribe to Toolbox.

Critical Menhaden Science Funding Falls Short Again in Virginia

• Recreational angling, boating and conservation community disappointed that state legislative efforts to fund menhaden science in the Chesapeake Bay failed in session

(RICHMOND, Va.)— During the 2025 legislative session, Virginia lawmakers again failed to approve multiple efforts from both sides of the aisle to provide funding for the Virginia Institute of Marine Science to complete a three-year study of the ecology, fishery impacts, and economic importance of the menhaden population in the waters of the Commonwealth. Three separate efforts to fund the research through the state budget, for which the conference report was released by legislators this week, were squashed in this year’s session. The efforts were opposed by Omega Protein, the only reduction fishing company operating in Virginia.

Delegate Paul Milde (R-64) first introduced House Bill 2713, which would have directed the Virginia Marine Resources Commission, in collaboration with VIMS, to conduct the menhaden study. In addition, an amendment to the state’s biennial budget, falling under HB 1600 as Item 148 #4h, sought to earmark funding separately for the same study. Both efforts were stopped in the House without a hearing. A third effort, spearheaded by Delegate Betsy Carr (D-78), which would have provided the first year of funding for the study directly to VIMS as a “research collaboration,” was removed during final budget negotiations with the Senate.

Atlantic menhaden, the target of Virginia’s largest commercial fishery, are a small, schooling fish harvested to be turned into fishmeal and fish oil products through a process known as “reduction” fishing. Due to their high oil content, menhaden – also called bunker – serve as the base of the marine food chain in Virginia, feeding iconic predators like striped bass, bluefish, and ospreys, especially inside the Chesapeake Bay. Currently, there is little data available related to how many menhaden are within the Bay throughout the year, or how reduction fishing affects the Bay’s fragile ecosystem.

“Although Atlantic menhaden are managed on a coastwide basis, there remains a lack of specific data related to how many menhaden are present within the Chesapeake Bay itself and the effects of removing them through large-scale industrial harvest,” said Chris Macaluso, director of the Center for Marine Fisheries for the Theodore Roosevelt Conservation Partnership. “We greatly appreciate the efforts of Delegates Milde and Carr for trying to help fish and wildlife managers at the state and regional level. Unfortunately, other Virginia lawmakers weren’t willing to support those efforts again this year, but recreational fishing advocates and a wide range of fisheries conservationists remain strongly committed to pushing for the science needed to properly manage the fisheries in Chesapeake Bay.”

Representatives from Omega Protein, Virginia’s lone menhaden reduction harvester and a subsidiary of Canadian-owned Cooke Seafood, initially supported and participated in the development of the unfunded VIMS study in summer 2023. However, during the 2024 legislative session, they opposed a bill similar to the one introduced this session.

Omega representatives also stalled efforts by the Atlantic States Marine Fisheries Commission in 2021 to conduct research on the impacts of menhaden reduction fishing in Chesapeake Bay by not sharing their harvest data with fisheries managers.  

“This is not just bad news for fishermen, but bad news for a Chesapeake Bay ecosystem that continues to scream warnings about menhaden,” said Chris Moore, Virginia executive director, Chesapeake Bay Foundation. “For years, we’ve lacked the baseline knowledge we need to establish robust and lasting sustainability for menhaden in the Chesapeake Bay. Unfortunately, only one foreign-owned entity continues to stand in the way of good science and that is Omega Protein, the largest harvester of menhaden on the Atlantic Coast.”

A coalition of 17 national and regional recreational angling, boating, and conservation groups signed a letter in support of this year’s legislative efforts. In addition, more than 24,000 Virginians and other conservationists concerned with Chesapeake fisheries have recently signed a petition by TRCP and CBF, asking Virginia decision-makers to support and protect the Chesapeake Bay and recreational fishing opportunities by funding the science necessary to manage this critical fish.

“We are disheartened that three separate attempts to advance critical fisheries science were unsuccessful,” said Chad Tokowicz, Government Relations Manager at the Marine Retailers Association of the Americas. “Menhaden are a keystone species in the Chesapeake Bay, supporting the entire marine food web, including economically important sportfish species such as striped bass, red drum, and cobia. By failing to fund this important research, Virginia lawmakers have missed an opportunity to support a healthier menhaden population, which would enhance the Bay’s ecosystem and create more recreational opportunities for anglers and boaters.”

“It’s very concerning that our lawmakers are listening to lobbyists and prioritizing the profits of the Canadian menhaden industry over the health of the Chesapeake Bay,” said Steve Atkinson, chairman, Virginia Saltwater Sportfishing Association.

“Restoring authority to manage the Bay’s menhaden fishery to qualified fisheries managers was finally achieved after years of effort by Virginia’s conservation community. In order to execute the recovery of this keystone species, a robust study of the fishery’s populations is both critical and necessary,” said Pat Calvert, director, Water & Land Conservation Programs, Virginia Conservation Network. “This opportunity is not promised in the future.”

“I am not surprised that the few who benefit from the current management plans don’t want a study like this to be completed,” said Brett Fitzgerald, executive director, Angler Action Foundation. “Once the public sees how local economies would benefit from improved menhaden management, it will be much more difficult for the status quo to continue.”

More information about the importance of Atlantic menhaden is available on TRCP’s Forage Fish Recovery Page. 

Dealer Finder Tool Increases Introductions

Discover Boating’s Dealer Finder tool continues driving potential boat buyers to dealer sites in the U.S. and Canada. The number of introductions to dealers from the U.S. Dealer Finder is up 26% year over year, and Canadian Dealer Finder introductions have increased 48% since this time last year.

MRAA Certified Dealers get top billing on the Discover Boating Dealer Finder tool. Consumers are shown these dealers because they can be confident a Certified Dealer will deliver service they can count on — before, during and after the sale.

As today’s consumer buying behaviors continue to shift, the Discover Boating Dealer Finder puts the consumer at the helm, allowing them to research, explore and connect with dealers in their area.

The tool was recently enhanced to include a fresh look and feel as well as a new geolocation functionality. With this updated feature, users can opt-in to allow location permission, which automatically presents dealers within a 25-mile radius.

Once these potential boat buyers are introduced to local dealers, the dealers are on deck to welcome and nurture them through their boating journey. This is an important step to help build and grow our industry for the future.

Dealers looking to update their listing or be added to the Dealer Finder tool can fill out this form, and MRAA will reach out to help make changes.

Discover Boating is powered by NMMA and MRAA and focused on expanding the boating market by attracting the next generation of boaters while retaining current boaters.

Regulatory Notice – Corporate Transparency Act Update

In the long saga that is the reporting requirements put forth under the Corporate Transparency Act (CTA) we have yet another update. On Feb. 27, The Financial Crimes Enforcement Network (FinCEN) announced that it would not issue fines or penalties for any business that does not file Beneficial Ownership Information with the FinCEN until a forthcoming interim rule takes effect.

Previously, these reporting requirements had been subject to several court actions that paused the requirements, brought them back, paused them again and eventually brought them back with a deadline in late March. This announcement from FinCEN is welcomed by MRAA as the confusion around the original reporting requirements was made far worse with all the different actions taken by different courts throughout the country.

No later than March 21, 2025, FinCEN will issue an interim rule that will extend the reporting deadline, provide more clarity to those businesses that have to report and better target businesses of interest to national security. There will be a public comment period once the interim rule is issued and the MRAA, along with the Small Business Legislative Council, will review and provide comments on the interim rule that urge FinCEN to reduce or eliminate the burden on small businesses. Fortunately, this is something FinCEN itself has indicated as a goal for the interim rule.

U.S. Secretary of the Treasury Scott Bessent said in a press release, noting this change in policy, “this is a victory for common sense. Today’s action in part of President Trump’s bold agenda to unleash prosperity by reining in burdensome regulations, in particular for small businesses that are the backbone of the American economy.”

As always, MRAA’s advocacy team will keep you updated and informed of whatever reporting requirements result from this rulemaking process.

Corporate Transparency Act Update

Submit your questions about the reporting requirements or to ask to how the MRAA is getting involved, please contact:

Volvo Penta & MRAA Partner in Dealer Development, Training

• New initiative designed to equip dealers with expertise & tools to enhance service departments and drive business growth

Volvo Penta is working together with the Marine Retailers Association of the Americas (MRAA) to increase its education offerings beyond Volvo Penta’s already robust library of trainings to help dealerships develop additional competencies.

The collaboration starts early this year with the introduction of the Service Management Certification (SMC), built in partnership between MRAA and the American Boat & Yacht Council (ABYC). The program reinforces a shared commitment to advancing the marine industry by providing dealers with the resources needed to strengthen soft skills and deliver exceptional customer service. New training modules include key topics like time management, communication, onboarding and performance management.

“As one of MRAA’s 12 Strategic Partners, Volvo Penta is dedicated to fostering strong relationships and supporting dealers in their efforts to improve customer satisfaction,” said Magnus Gedda, director of competence development at Volvo Penta. “We encourage our dealer partners to leverage this program to optimize their operations, implement proven service strategies and build long-term customer loyalty.”

Elevate Service Expectations
The Service Management Certification program offers comprehensive training in both leadership and operations, ensuring dealers are equipped with a varied skillset beyond technical expertise and knowledge to provide superior customer support.

Volvo Penta MRAA Dealer Development

“Having strategic partners like Volvo Penta on board solidifies the strong network of support we have in place for this program,” said Liz Keener, MRAA Senior Director of Dealer Development. “Through the certification process, dealers gain valuable opportunities to achieve peak performance, enhance service operations and improve customer satisfaction – helping to drive long-term success and growth across the marine market.”

Learn More in Live Webinar
The Service Management Certification program will kick off with a live webinar at 1 p.m. EST, on Wednesday, March 12. This session, hosted by Service Management Certification instructor Valerie Ziebron, will provide insights into the certification process and its benefits for service operations, including optimizing operations, boosting customer loyalty and improving performance.

Key program components include:

  • An 11-course online training program with a downloadable workbook
  • A printed study guide for long-term reference
  • A proctored certification exam, developed with input from experienced service managers across dealerships, marinas and boatyards

Get Started Today!
Dealers interested taking advantage of the first steps in broadening service management skills by achieving Service Management Certification are encouraged to register for the webinar and explore training resources by visiting MRAA.com/volvo_penta_smc.

Contacts:

Melissa Stewart
Marketing Communications Manager
Volvo Penta
Tel: +1-757-407-3554
Email: melissa.stewart@volvo.com

Ryan Boger
Account Supervisor
Largemouth Communications
Tel: +1-336-817-9351
Email: ryan@largemouthpr.com

Liz Keener
Senior Director of Dealership Development
MRAA
Tel: +1-763-333-2417
Email: lizk@mraa..com

Ascent Dealer Services, BH-USA Newest MRAA Partner Members

MINNEAPOLIS, February 28, 2025 — The Marine Retailers Association of the Americas (MRAA) announces the addition of Ascent Dealer Services and BH-USA as its newest Partner Members.

Ascent Dealer Services, BH-USA Partner Members

Through Partner Membership, marine manufacturers, suppliers and service providers demonstrate their commitment to supporting the growth and success of the marine industry. By aligning their brands with the impactful programs and opportunities offered by MRAA, these partners play a vital role in advancing the Association’s mission. Their support enables MRAA to expand its initiatives, enhance resources and drive meaningful, long-term benefits for its members, ultimately contributing to the overall prosperity of marine businesses.

  • Ascent Dealer Services (Alton, Ill.) specializes in innovative Finance and Insurance (F&I) solutions, helping businesses in the automotive, RV, powersports and marine industries boost profitability and long-term success. Offering a comprehensive suite of F&I products, they enhance revenue, improve customer satisfaction and drive growth. Their hands-on mentorship provides dealers with expert strategies and tools to navigate the evolving F&I landscape, ensuring sustainable business success.
  • BH-USA (Longview, Texas) is a family-owned leader in the boat lift industry with more than 40 years of expertise. Committed to quality and innovation, they design and manufacture durable, industry-leading boat lift solutions for dealers and contractors nationwide. With a strong reputation for reliability and customer satisfaction, BH-USA continues to set the standard in marine lifting equipment.

“We welcome these forward-thinking companies as new MRAA Partner Members,” says Allison Gruhn, Vice President of Business Development. “These partnerships can expand the value we provide — enhancing resources, educational programs and industry initiatives that empower marine retailers to thrive. We can now work together to drive innovation, foster growth and create lasting success throughout the marine industry.”

Dealer members are encouraged to explore the list of companies that actively support the MRAA across four partnership levels. View the whole list.

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.

Protect Consumer Information with a Digital Deal Jacket

• Advanced tools help your dealership reduce leaks and safeguard vital data

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

In today’s digital age, dealerships have embraced many technological advancements to streamline operations and enhance customer experiences. Among these, the digitalization of Deal Jackets — the comprehensive records that encapsulate every aspect of a vehicle sale, including compliance functions, financing, warranties and customer information.

However, with this shift comes an urgent need to secure these digital deal jackets from individuals with malicious intent. Keeping the digital deal jacket secure not only protects sensitive customer information but also safeguards the reputation and operational integrity of retailers and their partners. However, recent industry analysis shows that many dealers are still not protecting digital deal jackets.

The Importance of Securing Deal Jackets
One of the primary reasons to secure digital deal jackets is to protect sensitive customer information. Deal jackets contain a wealth of personal data, including names, addresses, Social Security numbers, financial details and even copies of driver’s licenses. If this information falls into the wrong hands, it can lead to identity theft, financial fraud and a host of other malicious activities.

Gaps still largely exist in ensuring a secure digital transfer of customer information. A recent industry survey illustrates that roughly 20% of dealership employees say they don’t know what process they have in place for identity verification and that drivers’ licenses are usually processed in the finance office, or that they do not know of a process in place at the dealership. Another 14% of dealer respondents said they do not have a process in place for drivers’ licenses because they have always used the same format but couldn’t cite any specifics of the process.

Protect Consumer Information with a Digital Deal Jacket

More alarming is that 42% of dealers using digital deal jackets admitted that they either never include a digital copy of the customer’s driver’s license in the deal jacket, or only very few times, or only some of the time.

Only 6.5% of dealers said they have automated the process of digitally scanning a customer’s driver’s license and then having it automatically placed in the digital deal jacket. Furthermore, scanning of the driver’s license is important, but dealers must also utilize verification technology to validate the driver’s license and the person’s true identity. This additional step helps to validate and verify the individual via address verification, red flag, OFAC, DMV lists and synthetic fraud checks.

Compliance with Legal and Regulatory Requirements
Dealerships are subject to various legal and regulatory requirements concerning data protection. For instance, the Gramm-Leach-Bliley Act (GLBA) and the Safeguards Law mandate that financial institutions, including auto and marine dealerships, protect the confidentiality and security of customers’ nonpublic personal information. Non-compliance can result in hefty fines and legal repercussions. Securing deal jackets helps ensure that dealerships remain compliant with these regulations, avoiding potential legal issues.

Protect Consumer Information with a Digital Deal Jacket

Use Of Driver’s License Images for Deal Jackets
The need to digitize deal jackets raises another challenge for many dealers today, who must modernize the way they are capturing and inserting driver’s license images into their deal jackets. In a recent study conducted, we learned:

  • 51.2% of dealerships are still making photocopies of driver’s licenses.
  • Only 19% of dealers said they collect a digital copy of the license and what is particularly troubling is that in many instances, sales reps at those dealerships are requesting consumers to TEXT them a copy of the license.
  • Only 8.6% said they collect a digital copy and also validate the license.
  • Most alarmingly, less than one percent of dealers said they collect a digital copy, validate the license and then compare it against DMV records to truly verify the license belongs to an individual.
Protect Consumer Information with a Digital Deal Jacket

The Challenges of Securing Deal Jackets
The cybersecurity landscape is constantly evolving, with hackers employing increasingly sophisticated techniques to breach defenses. Dealerships, like many other businesses, face a continuous challenge in keeping up with these evolving threats. The rise of ransomware, phishing attacks and other malicious activities means that dealerships must constantly update and enhance their security measures to stay ahead of cybercriminals.

However, many dealerships, particularly smaller ones, may lack the resources to implement robust cybersecurity measures. Budget constraints, lack of in-house expertise and competing business priorities can make it difficult for dealerships to invest in the necessary technology and personnel to secure deal jackets effectively.

Modern Solutions for Securing Deal Jackets
Integrating new cybersecurity solutions with older systems can be challenging, as legacy systems may not be compatible with modern security protocols. Encryption is a fundamental component of securing digital deal jackets today. By converting sensitive information into unreadable code, encryption ensures that even if data is intercepted, it cannot be accessed without the correct decryption key. Modern encryption techniques, such as Advanced Encryption Standard (AES) and end-to-end encryption, provide robust protection for deal jackets.

Protect Consumer Information with a Digital Deal Jacket

Multi-Factor Authentication (MFA)
Multi-factor authentication adds an extra layer of security by requiring users to provide two or more forms of identification before accessing sensitive data. This could include something they know (a password), something they have (a smartphone) and something they are (a fingerprint).

Employees are often the first line of defense against cyber threats. Providing regular cybersecurity training helps ensure that staff are aware of potential risks and know how to respond to them. Training should cover topics such as recognizing phishing emails, using strong passwords and following proper data handling procedures.

With all of this being top-of-mind for dealers, there remains a lot of education needed for the industry. Securing digital deal jackets is vital for retailers, ensuring customer data protection, trust and legal compliance. Modern tools like encryption, multi-factor authentication and regular audits help dealerships safeguard data and thrive in the digital age. Leading retailers understand the need to leverage advanced tools to secure deal jackets to protect the privacy of their customers.

About The Author:
Ken Hill is a Managing Director for 700Credit, a leading provider of credit reports, compliance, soft pull and fraud prevention products. For more information, please visit www.700credit.com.


1: 700Credit industry-wide survey on dealerships and their processes for obtaining copies of the driver’s license; March 2024