Last year, almost every news story or conversation was littered with words like “new normal,” and “unprecedented.” While managing change is not a new idea, it seemed to be the theme of 2020.

Now, here we are, sprinting through the second quarter of 2021, and more change seems to be afoot. This year is not like last year or any other year in recent history.

From what you tell us, one of the biggest changes for your dealership is the lack of inventory available mixed with continued peaks in consumer demand.

During times of change, focus on what you can control, say all the experts. So how do you make the best of what you can control when it comes to serving your current and prospective customers?

Educate your customer
One way is to educate the customer on what to expect from you, your dealership and the industry – both what you can do for them right now and what you can’t.

Earlier this week, I received an email newsletter from Danny Decker of Marketing Simplified, who spoke at Dealer Week this past December. (MRAA Members can access a recording of his session, Grow Your Customer Base with Facebook Ads in 2021, at MRAATraining.com.) 

In the newsletter, he wrote: “Creating happy clients and customers is the key to growing your business,” and then he shared a simple formula:

Happiness = Reality – Expectations


The point he seemed to be making is that your marketing should help the customer understand what to expect from your business. When you do that well, you’re more likely to have happy customers who contribute to your success. 

He actually wrote an article with some specific ways for how you can do that. It was written for Forbes.com back in 2018, but it’s good advice especially now, and I definitely recommend you read it.

Examples of dealers putting this to work
Our team at MRAA has witnessed dealers embracing this idea.

For example, back in October of last year, Blue Springs Marine in Missouri put a red banner across the home page of its dealership web site that reads: “If you are considering a new boat in 2021, please read this important update.”

When you click it, you’re taken to a dedicated web page with a letter from the President and Owner Jeff Siems, where he explains the shortages of new boat inventory, gives the consumer guidance on what they can do to make the best of it, and reinforces his dealership’s commitment to the customer and their boating lifestyle.

More recently, dealers like Woodard Marine on Lake Bomoseen in Vermont, have turned to Facebook to update customers on their inventory levels.

For example, they posted the following message (below, left) with “some good news and bad news” a few weeks ago. In it, they explained that boats will sell out this year, but they do still have some boats in stock and that they are ordering 2022 models.

A few days later, they posted an update (below, right), where they shared a picture and description of a 2022 model boat scheduled to arrive at their location in October.

By educating potential boat buyers on what to expect from the dealership, they are increasing the likelihood they will be able to make those who are able to buy a boat from them this year happy. 

In addition, they are opening the door to opportunities for communicating about what options ARE available to potential boat buyers. 

For example, could they take advantage of the boats the dealership has available for rent? Or could they work with the service department to replace the upholstery, carpet or engine on their current boat? They could be offered a coupon to the local boat club, if the dealer doesn’t have a club of their own.

There are likely several options you can offer to help prospective boat buyers enjoy the boating lifestyle while they wait for the new boat of their dreams to become available.

By bringing your customers into the know about what’s happening at your dealership and in the boating business, you are more likely to inspire their trust, manage their expectations, introduce them to the options available that they may not have considered, and ultimately improve their chance of happiness, which – as Danny Decker explains – is the key to the growth of your business.

For additional resources on improving customer experience, training and educational materials, visit MRAA.com.

Learning more about your customers: Gather intel on all the boating and fishing newcomers so your dealership can improve its messaging, content production and customer retention

What if there was a resource available to you that could better explain who all the new boating and fishing customers were? A way to learn more about them (gender, race, demographics, why they chose boating and fishing, what they do when they aren’t boating, and more), so you identify them to better develop loyal, lifetime customers?

Thankfully, the Recreational Boating & Fishing Foundation (RBFF) and Ipsos produced a survey and industry exploratory view of all the first-time participants to boating and fishing. The research project, “Casting a Wide Net: Identifying New Anglers and Boaters and Determining Tactics for Retention,” arrived in November 2020 with the multifaceted goal of learning more about all the newcomers to both recreational activities. Adding all the informative results to RBFF’s already completed Fishing & Boating Marketing Segmentation Study has helped produce a clearer picture of just who all these newbies are, what makes them tick in terms of their attitudes and motivations, and how they participate with both realms.

• Download “Casting a Wide Net” Report

Phase 1 included a quantitative survey to gather info to understand them better. It included 1,000 U.S. consumers and 500+ new or reactivated anglers and boaters. Phase 2 consists of a deeper “community” dive, one where consumers – specifically those Active Social Families (those motivated by being outdoors/boating/fishing) — were asked about their respective journeys, future goals and about gear they use/choose. The end result was a more well-rounded vision of all the new anglers and boaters, which is estimated to be around 17 million partaking in either boating and/or fishing during the summer of 2020.

• Watch the “Identifying New Anglers & Boaters and Determining Tactics for Retention RBFF State Marketing Workshop video

While I encourage you to download the report and take an exploratory look at these newcomers to boating and fishing, I’ll also share with you that RBFF has created an assortment of other viable and enlightening resources, including a snapshot infographic, that paints a clearer mental picture for you of these consumers.

From takemefishing.org, and entitled “10 Facts About America’s Newest Anglers & Boaters,” the infographic (also available as part of the Get On Board Toolkit) reminds us that many Americans, comprised of all walks of life, chose to fish and boat as a way to responsibly enjoy the outdoors and soak up the nourishing benefits included with both recreational activities during the global pandemic. Here are the facts!

1) This past summer was huge for new participants, who have the potential to drive both activities. We’re talking millions of them!

2) Newcomers, sure, but they are the most numerous group in both pursuits. Younger. Family. Fun. Interactive. AND with a unified voice! Well, you get the idea.

3) They started angling and boating because life changed for many Americans. More time on their hands, inspiration from family and friends and ads. It’s one thing to look at boats and fish on a phone, it’s an altogether different thing to actively participate and take your own photos of these things!
 4) All about the bennies! With additional spare time, a hankering for freedom and adventure, people realized both boating and fishing have their advantages and benefits, contributing to a more wholesome life.

6) Fishing and boating trips morphed into adventure outings, trips that included other recreational equipment like walking sticks, bikes and even RVs and tents.

7) What appeared to be a path to nowhere has grown into a major tributary for both endeavors. Where newcomers used to see deterrents, they now saw opportunity to learn and experience life differently whether on shore or on the water.

8) So, 90 percent of anglers and 94 percent of boaters envision their future to include time on the water. You don’t want to miss out on opportunities to connect with this sizable group of enthusiasts.

9) Devoted and determined. Just because they’re fresh and have to learn new skills long-time fishing and boating vets already know doesn’t mean they are committed. They want more time on the water and seek to improve their knowledge.

10) They need your help with No. 9. Maybe it’s building freshwater fishing tips or boating safety classes for your new customers. Heck, even creating opportunities for them to join social outings on the water (fishing derbies or boat parades) is a way to build trust, camaraderie and expertise.

It’s a wise decision (investment) to interact with, study and understand the largest segment in boating and fishing. And resources exist to help you comprehend, recognize and connect with them, so you are able to retain customers by safeguarding their experiences to preserve boating and fishing for years to come. Check out the Get On Board Toolkit for more customizable retention tools to engage with your customers.

Did you make any progress with your New Year’s Resolutions?

It’s healthy for your business and for your personal development to start the year with aspirations of what you want to accomplish: eat better, work out more, get better organized, implement the new Dealer Management Software, etc. These goals help you point yourself in the direction you want to go – and hopefully you’re sticking with some of them!

But as we get further into the year, it can be equally important to identify what barriers are keeping you from your best performance. What do you need to stop doing? This is especially critical as we prepare for summer.

Are there things that are taking your focus away from where it needs to be, sucking your energy, time or other resources? We are entering our busy season and every one of us in the marine industry have things within our control both personally and professionally that will make a tangible difference in our success.

There is a great adage: “Saying no allows you to say yes to the things that are most important.”

How good are you at saying no – to others and to yourself? This is a learned skill that needs to be practiced. There are two key elements:

1. You have to identify when you are being presented with a choice that will take you in a direction you don’t need to go. It can seem easier or more polite to say yes or to just handle it; but recognize this is keeping you from your most important goals and objectives.
2. You have to have guts and determination to defend your no and stand behind it.

It can be hard to say no to someone. Especially a customer or a beloved team member; and it can be hardest of all when you have to say no to yourself. What you like to do isn’t always aligned with the most important things you should be prioritizing.

Let’s start with some of the most common personal areas. Do you need to exercise better control on how much of your time you are investing in following news, market reports or social media? You can’t control what’s going on in the world at large and consuming too much of this will only put you in a funk. Of course, you need to know what’s going on, but chances are good you can stay reasonably well informed in considerably less time. Determine what that time amount is for you and stick with it. Chances are you’ll be a lot happier.

Having spent countless hours observing dealerships, there are certain pitfalls that can and should be avoided. Let’s look at some of them by job description.

Dealer Principals: Stop getting sucked into every customer and departmental issue. You are limiting your team’s ability to exercise empowerment. Dealers who give in to Type-A tendencies limit their dealerships’ growth potential. Practice letting go. Give your team the tools, the training and the opportunity, then step back. On occasion, you may need to coach them based on how things were handled, but encouraging them to get outside of their comfort zones allows them to grow. Don’t swoop in to save the day! Let them learn to be the hero.

On a recent dealer visit, I was impressed with a young dealer who was able to keep an eye on his team’s progress based on the tools and processes he’d put in place. He checked the CRM and texting platform hubs to ensure that leads and inquiries were being responded to quickly. He looked at the Open Sales and Open RO lists – and he did all of this from his phone or computer without hovering over anyone. In his morning meetings, he made it a point to praise the team members who were excelling. The growth that his dealership is experiencing is awe-inspiring. The best part is he’s raising young leaders and teaching them to use those same tools properly. He is able to go home to his family at a reasonable hour and not be a slave to his multiple dealerships.

Sales Professionals: Stop judging your customers. Treat everyone like they can buy the most expensive boat available. Practically every seasoned sales pro has a story of the customer they thought didn’t have a nickel to their name who wound up making a six-figure purchase. Be aware of the mind chatter going on in your head that is limiting your prospecting and ultimately your sales.

One more for sales is to stop setting the customer up for disappointment. Be sure to check with parts and sales before we set pricing, availability or delivery times. Remember, the best way to build customer loyalty is to work together as a team so the customer has a great experience in each department. The more they see that we get along, like each other and respect each other, the more they trust the entire dealership.

Service and Parts Managers: Stop keeping data from the team and stop running so much decision-making through you. The more the information on scheduling, dispatch, pricing, availability, etc. is held with one person, the more that person gets bombarded with questions all day, the less efficient we all are, and the more frustrated our team and our customers. Make as much information as possible (especially pertaining to workflow) easily, visibly available to everyone on the team. This helps porters, techs, advisors and sales deliver a better customer experience while increasing shop profitability.

Technicians, Detail and Lot Crew: Stop bottling up until you’re ready to boil over. If you see something that is hurting your job or the quality of the dealership’s product or work, get that information to the people who can do something about it. If you are not comfortable talking to them about it, send them an anonymous note “from a caring eye in the shop”! If you don’t say anything, it just grates on you, making you more and more frustrated. It might feel better to vent to your peers about it, but they can’t fix it, and it just leads to more shop drama.

That leads to two last ones for everyone at the dealership …

1. Stop avoiding the tough decisions that need to be made. You know what they are. The things you’ve been putting off, things that make you want to change the subject when they come up. There’s a great saying: “Knock out the hard stuff first.” If you get that tough one handled once and for all, it will be so freeing for you. You will feel so much better and have so much more energy for the worthy goals that need all of your energy.
2. Stop adding fuel or oxygen to the dealership drama. Chose the high road. Act towards others the way you’d like them to act towards you. If something needs to be said, say it to the person directly and with empathy.

What are the things you need to stop? What’s keeping you from bringing your best self to your highest priority goals?

There are going to be plenty of challenges outside of your control as you navigate the summer months. Don’t let yourself spend more minutes than are absolutely necessary on things that you can’t change or things that are not a priority. Hone your focus and pour all of your available resources on the things you can control that will move the needle in the direction you want it to go. Practice and develop your discipline in this, and you will put yourself and your dealership in the best possible position to make the most of this year.

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. Learn more at: http://www.vrzconsulting.com.