MRAA Debuts “Ask the Expert” Webinar Series

Following the success of two recent webinars that focused on asking experts the questions that marine retailers care about, MRAA has decided to launch a free monthly webinar series titled “Ask the Expert.” The first entry in the series is “Ask the Expert: How to Keep Your Dealership Safe,” featuring security expert Robert Siciliano, on Feb. 26 at noon Eastern.

“Our team is excited to use this webinar series to offer solutions to common problems dealers face and to identify new opportunities for dealership growth and improvement,” says Liz Walz, MRAA Vice President and host of the series. “One of the unique features of this type of education is that, at the end of the webinar, dealers will have the chance to get answers to questions about their specific situation from experts on that month’s topic. Sometimes that Q&A is the most valuable part.”

During the kickoff webinar, Siciliano, president and CEO of Safr.me, will share strategies for protecting yourself, your business, your employees and your customers. Common challenges in today’s technology-dependent world include phone scams, email fraud, ransomware and social media attacks on your reputation. Questions about these topics – and any others dealers wish to add — will discussed during the webinar.

Additional webinars will follow monthly on subjects such as boat show follow-up, workforce development and more.

Dealers and others can register to attend the kickoff webinar for free here: Ask the Expert: How to Keep Your Dealership Safe.

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, contact us at 763-315-8043.

MRAA’s Dealer Week Receives World-Class Net Promoter Scores

Dealer Week, the annual conference and expo of the Marine Retailers Association of the Americas, held Dec. 8-11, 2019 in Tampa, Fla., finalized its post-event attendee survey campaign to find that dealer attendees rated the event with world-class net promoter scores.

“To reinvent our annual conference, we collaborated with the dealer community, leading manufacturers and suppliers, the industry’s expert trainers and educators, trade associations across North America, and several other stakeholders in marine retail success,” says Liz Walz, MRAA Vice President. “It’s rewarding to discover that what we built together was so well received by those we built it for – the dealers and their employees.”

Dealer Week earned a collective 77.06 net promoter score. Net promoter scores are calculated by asking dealers, “On a scale of 0-10, what is the likelihood you would refer others to Dealer Week?” Then, the percent of Detractors (those who rate the event between 0-6), of which there were only 3.36%, are subtracted from the percent of Promoters (those who score the event a 9 or 10), of which there were 80.43%. Companies that garner world-class loyalty receive net promoter scores of 75 to 80 percent.

In addition to the high scores, MRAA Partner Member, Customer Service Intelligence, Inc., a third-party provider that administers the follow-up and post-event recording, reports that Dealer Week earned twice as many “WOW” reports, or stand-out positive comments on experiences at the show, when compared to the previous year’s annual conference.

“I came away with a handful of things that I think we can actually implement,” says Monica Hurst of Spend-A- Day Marina. “I have a goal, action plan and results that I want to see. Any time you come away with that … then it is a success!”

Some of the features offered for the first time at the 2019 MRAA annual conference and expo were the Field Trip, 10 x 10 industry thought leader presentations, Education Hosts and the Float Plan. The purpose behind many of the new features was to arm attendees to return to their dealership, armed to take action capable of driving meaningful performance improvement in every department.

“I have to admit I was skeptical … thinking it would be sales based since I work in service, but all of the information was great no matter what part of the dealership you work in,” says Dean Hoffman of River Valley Power and Sport.

Now, the MRAA team has turned its focus to helping dealers carry out the plans they built in late 2019 and using their feedback to craft a bigger, better 2020 Dealer Week, Dec. 8-11 in Austin, Texas.

“With our goal of building a brighter future for marine retailing, MRAA designed the education, exhibits and networking at the event to not only provide an engaging, memorable experience during Dealer Week, but also to prepare dealers for success putting what they learn into place under their dealership roof,” comments Walz. “That’s what drove a lot of the new features of the event. That’s what is now driving the post-event resources we’re offering dealers. And that’s what will drive the improvements we’ll make for the 2020 event.”

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, contact us at 763-315-8043.

Three Service Providers Commit to MRAA Partnership in January

The Marine Retailers Association of the Americas is pleased to announced that Avonbrook Software Solutions, Honda Marine and Markel have committed to the MRAA at the Partner level.

Through Partner Membership, marine manufacturers, suppliers and service providers commit to align their brands with the programs and opportunities that MRAA works to provide the dealer body in order to help fuel the success of the industry. Support from Partners allows the Association to expand its offerings and create a positive, long-term impact for marine retailers.

Avonbrook Software Solutions
“Avonbrook is excited to enter this partner membership with MRAA and looks forward to bringing increased operational efficiency, profitability and user experience to marine dealers as we have done for new franchise car dealerships in Ireland since 1990,” said Aubrey Swinson, Avonbrook Software Solutions VP of Sales.

Avonbrook Software Solutions is a developer and provider of Dealer Management Systems to the automotive sector with an emphasis on niche segments, including boating. They pride themselves on cultivating a strong understanding of their customers’ unique business practices and requirements, resulting in delivery of fully integrated solutions that promote maximum profitability, professionalism and growth.

Honda Marine
For more than 40 years, Honda Marine has aimed to create cutting edge outboards while staying true to its core attributes of durability, quiet operation, quality and reliability.

Markel
Tim Lucas, Director of Underwriting & Production at Markel Marine, commented, “I cannot express how much Markel Marine appreciates the opportunities that our new partnership with the MRAA will provide. This partnership allows us to support its members in their efforts to grow their businesses and make their facilities a safer environment to both work and play.”

Markel Corporation is a holding company for insurance, reinsurance and investment operations and seeks to deliver innovative products and deliver consistent and responsive customer service to all of its clients 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, contact us at 763-315-8043.

Give Your Dealership Some Love this Valentine’s Day

Don’t just shower your significant other with love and presents on Valentine’s Day! Remember to give your business the time and attention it deserves by giving the gift of continuous improvement to your dealership.

Here at the MRAA, we know how difficult choosing the perfect gift can be so we have compiled a guide to help you navigate what your dealership (and employees) truly want…

For the dealership with a talented and aspiring sales manager…
Give the gift of the leadership training by enrolling them in “How to Excel as a Marine Dealership Leader and Manager.” This 7- part series will provide insight and tools to expand management and leadership skills, allowing viewers to grow professionally.

For the dealership with an outdated website…
Download Part One and Part Two of the 3Ds of Effective Website Marketing to give your website some much needed TLC. Its new look (and function) is sure to attract and keep those who visit your website engaged.

For the dealership with several job positions to fill…
Browse the MRAA Resource Center’s Career Center in order to create an environment that attracts and retains industry talent. Your employees will give “heart-eyes” over a more through job descriptions and a positive work culture.

Your dealership and employees are sure to swoon over the opportunities! For more ideas on ways to show love to your dealership this year, browse the MRAA Resource Center.

Dealer Week Awarded 2019 Neptune Awards Honorable Mention

Dealer Week, the reimagined Marine Retailers Association of the Americas Conference and Expo, was awarded Honorable Mention in the Event Marketing / Grassroots category of the 2019 Neptune Awards. Honorees were recognized at a combined Marine Marketers of America and Boating Writers International meeting during the Miami International Boat Show on February 13.

Dealer Week’s submission detailed the work that went into rebranding and launching an entirely new annual conference in 2019. After starting with defining the “why” behind the event, MRAA strategically rolled out an eight-stage strategy to introduce Dealer Week to the industry. The campaign asked dealers to “Envision” a brighter future for marine retailing. MRAA’s marketing tactics included strong partner relationships, targeted promotion, social media, video marketing, print advertising, email marketing and non-traditional marketing methods.

“Thank you to the Marine Marketers of America for recognizing the hard work that went into making the inaugural Dealer Week a success,” said Mike Davin, Brand Manager at MRAA. “The goal of Dealer Week was to build something that would have a positive impact on the industry, but of course that doesn’t mean anything if no one knows about your event. The credit for that goes to our partners and our team for executing on the strategy that was laid out back when Dealer Week was just a concept.”

More than 600 dealers and 1,100 attendees registered for the event, which included 115 exhibiting companies.

In 2020, Dealer Week moves to Austin, Texas, on Dec. 8-11. More information, as well as photos from the first Dealer Week, can be found at 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, contact us at 763-315-8043.

MRAA files comments on Florida Keys National Marine Sanctuary

On Friday, January 31, MRAA submitted comments to the National Oceanic and Atmospheric Administration’s (NOAA) in response for its request for industry comments on its Draft Environmental Impact Statement for the Florida Keys National Marine Sanctuary: Restoration Blueprint. The Florida Keys National Marine Sanctuary is a significant destination for millions of recreational boaters and anglers each year. MRAA appreciates the importance of balancing resource protection while not needlessly restricting access to beautiful marine resources found in the Florida Keys that families from around the world flock to enjoy. This is why out of all proposed plans, MRAA supports Alternative Plan 2.

Alternative Plan 2 balances access to desired locations in the Florida Keys National Marine Sanctuary, while taking significant steps to protect critical natural resources. The current marine zones and management plan, last designed and implemented in 1997, no longer adequately supports the robust ecosystem in the Florida Keys National Marine Sanctuary. There is an acute need for a new management plan to ensure that the Sanctuary can be enjoyed by boaters and anglers for generations to come.

The filing is available here.

MRAA offered comments and feedback to the proposed Restoration Blueprint, including:

  1. Collaborative fisheries management with the Florida Fish and Wildlife Conservation Commission;
  2. Adequately dedicating resources for law enforcement
  3. Supporting the Sanctuary boundary expansion proposed in Alternative 2, including the area to be avoided (ATBA), and the region between the current Tortugas region border of the Sanctuary to the Tortugas South Ecological Reserve
  4. Sanctuary wide regulations, including addressing discharge from cruise ships, addressing derelict vessels, and preserving anglers’ ability to responsibly chum and fish feed.
  5. Opposing strict proposed changes to Marine Zones, while supporting science-backed solutions that would still allow adequate access to important recreation destinations such as Key Largo;
  6. Supporting innovative solutions, and boater education efforts.

MRAA is looking forward to continuing working with NOAA and the Florida Keys National Marine Sanctuary staff to promote environmental resource protection, while not limiting boater and recreational access to the Sanctuary

The Employee Process

Intent: To assure that dealers are taking care of their staff. Employee satisfaction leads to customer satisfaction.

Certification Requirements:

  • An employee handbook… check!
  • Branded clothing and/or name tags… check!
  • Performance evaluations… check!
  • Quarterly Management Review process… check!
  • Process Improvement Reports… check!

As part of the Certification program, we want to make sure that your employees have the tools and resources necessary to be successful in their unique role at the dealership. The processes that you will work so hard to create and refine throughout the Certification process are only as good as the people who will execute on them daily. As most of you already know, happy and fulfilled employees tend to produce desired results and drive revenue within your business. So it is critical to take the time to check in with your employees.

So do your employees understand their job roles and responsibilities? Do they feel like their opinions and ideas are being heard? Do they have a cohesive look that makes them feel part of the team?

The intention of the Employee process ensures that your dealership is ready to take on the changes that the Certification process will bring.

Part of the Employee process is also the Employee Satisfaction Survey, but we will get into the intent of that in a later blog.

Dealer to Dealer: February 2020

How do you and your team inspire prospects and customers to trust you?

“Lasting trust is accomplished over time. If you view your walk ins and leads like “just a number” you are going in the wrong direction. Helping a client find what truly fits their needs and not trying to cram them into your oldest non-current is a good start. My take on trust comes down to this, ‘if you wouldn’t treat your mother that way, don’t treat your client that way.’” – Greg Harvey, Tobler Marina

“At the risk of using some overused expressions, we are basically honest to a fault. We believe in complete transparency and treat customers with the utmost integrity. We under-promise but over-deliver. Procedurally, our sales process is pain free – from sea trials to closing to service after the sale – our customer are made to feel at ease and treated like friends. We’re always accessible, we carry reliable products, and we maintain consistency throughout our six locations.” – Frank Ferraro, Nautical Ventures Group

“By assimilating my life and experiences to theirs. By demonstrating that I am a professional boat dealer and I give them answers that are correct and make sense to them. I ask questions and use their answers to “fit” the boat to their needs in a transparent and entertaining way.” – Jim Sabia, Top Notch Marine

“We have always taken the approach that we are to guide and educate them on the journey to boat ownership- not sell them.” – David deAndrade, White Lake Marina

“Tell the customer the truth […] and you will earn the respect and a good customer. I have been doing this for the past 57 years.” – Anthony Cavallo, Hi-Tide Boat Sales & Service

“Review reputation with Google and Facebook. Prior customers provides that first line advantage.” – David Nichols, Eric’s Outboard Marine Sevice, Inc.

“Become an advocate / educator for your customers. Work hard to communicate with your customers on a regular basis. For example, email / post tips and articles for your customers and prospects to see. Offer to take existing customers on test runs of new models as they arrive at dealership. Both of you will experience a new model together with no expectation to purchase. You never know where the experience will lead to!  Hopefully an upgrade and trade of their existing boat or potentially a referral to a friend looking for a similar boat!” – Kim Sweers, FB Marine Group

“At the conference this year I heard the statement that sales sell the first boat at a dealership and service sells the rest. We fully believe in that statement. Many of our customers do business with us because of the service they received from us before the made any purchases from us. Those same customers are our best promoters. It always seems to come back to quality service in a timely manner. Customers for life or even customers for generations.” – Jeff Sanborn, Handberg’s Marine

“Integrity and  backing of the product you sell, strong follow through, open communication which includes “listening” to the customer.  What tops the list for me is reassurance of how we will take care of them “after” the sale.” – Shauna Reetz, Tracker Marine Boat Center – Sidney, Nebraska

“Attitude, kindness, and holding ourselves to a higher standard, use our mistakes as wisdom and correct our shortcomings and successes, and use examples to others in our communications to teach, inspire, and build truth into the relationship. Lead by example.” – Ed Brailsford, Charlotte Ski Boats

“We get told over and over again from prospective customers, recent new customers and ones who are on their 4th+ round with Rinker’s; why they not only chose us but keep coming back … and it’s not a surprise if sometimes they pop-in to say “Hi” and/or for a visit to catch-up. It’s simple … we are genuine in showing we really do care! Our always friendly atmosphere, personalized service and amazing, timely follow-ups makes all of our customers feel special and like they have become an extension of our family, not just a ’one-and-done’ experience/relationship just to get another boat out the door. At Rinker’s Boat World we strive to provide the most comprehensive and enjoyable experience overall for the customer as our major, #1 objective. We listen to what their needs are, develop great communication with them and show empathy. Empathy matters in sales, leading with empathy can mean the difference between a good salesperson and a great salesperson. When you’re able to connect with a customer on a higher emotional level, the more likely they are to trust and believe in your ability to help. When salespeople understand and feel what the customer feels, they gain deeper insight into the emotional foundations of the customer’s needs. This enables them in turn to define and articulate the best solution in terms that resonate with the customer.” – Carrie Ranney, Rinker’s Boat World

What do you and your team do to inspire trust? Tell us below in the comment section.

26 Dealerships Achieved Marine Industry Certification Status in 2019

The Marine Retailers Association of the Americas is pleased to announce that 26 dealership locations achieved the Marine Industry Certified Dealership status in 2019.

The Marine Industry Dealer Certification Programs provides marine retailers with a customizable blueprint to help establish efficient and effective processes. The program offers tools to engage your employees in a business’ success and create a world-class retail experience that leads to higher levels of customer loyalty.

“Congratulations to the 26 dealerships who completed the MICD program in 2019,” said Liz Keener, MRAA Certification Manager. “The participating dealerships were committed to improving their relationships with their customers, bettering their workplace culture and securing the success of their day-to-day dealership operations.”

Dealership locations that achieved Certification status in 2019 include:

  • Action WaterSports Colorado, Commerce City, Colo.
  • Action WaterSports Arizona, Mesa, Ariz.
  • Alpin Haus, Amsterdam, N.Y.
  • Aquaknox Marine, Knoxville, Tenn.
  • Buxton Marine Sales, Lewisville, Texas
  • Emerald Coast Marine, Niceville, Fla.
  • Fred’s Marine, Layton, Utah
  • Idaho Water Sports, Burley, Idaho
  • Lake Cumberland Marine, Somerset, Ky.
  • Lakeview Marine, Webster, Mass.
  • Norris Marine, Norman, Okla.
  • Silver Spray Sports, Fenton, Mich.
  • Taylor Marine Center, Milford, Del.
  • The Boat House, Cape Coral, Fla.
  • The Boat House, Chicago, Ill.
  • The Boat House, Nashotah, Wis.
  • The Boat House, Lake Geneva, Wis.
  • The Boat House, Elkhorn, Wis.
  • The Boat House, Naples, Fla.
  • Tommy’s, Golden, Colo.
  • Tommy’s, Waterford, Mich.
  • Tommy’s, Clermont, Fla.
  • Tommy’s, Grand Rapids, Mich.
  • Tommy’s, Walloon Lake, Mich.
  • White Lake Marine, Elizabethtown, N.C.
  • Willey’s Marine, McGregor, Minn.

These dealers analyzed 15 different areas of their businesses and improved upon them as necessary, relying on best practices and templates built over the 15 years that the Certification program has existed.

In order to maintain their Certification status going forward, Certified Dealers must complete and pass an annual Continuous Certification curriculum. This year-long education program teaches marine professionals how to improve upon their already premier operations. Continuous Certification delivers relevant, timely, high-impact, in-depth education customized exclusively for those who have been through the initial MICD program.

Enrollment for the 2020 Continuous Certification Program is now open for Marine Industry Certified Dealers. For more information on Continuous Certification or the MICD programs, contact MRAA Certification Manager, Liz Keener at lizk@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 contact us at 763-315-8043.

MRAA Board of Directors Approve ACMA Resolutions for 2020

The Marine Retailers Association of the Americas’ Board of Directors voted to adopt the Advisory Council of Marine Associations’ (ACMA) policy resolution to help direct the MRAA’s legislative and advocacy efforts for 2020.

ACMA, created to advise the MRAA on its annual policy agenda, is comprised of state, regional and national marine trade associations, and met at MRAA’s 2019 Dealer Week to discuss and collaborate on current state and federal legislative priorities for the marine industry. Six priorities were agreed upon for the MRAA’s advocacy team in 2020:

    1.Fishing and Water Quality
    2.Workforce Development
    3.Boating Education / Boating Safety across state borders.
    4.Opposing Ethanol above E-10, which is a significant threat to the recreational boating community.
    5.Supporting the Outdoor Recreation Roundtable movement
    6.Supporting modernizing recreational boating infrastructure and dredging projects

ACMA Chairwoman Kathleen Burns said that these resolutions were developed after “significant input” from state and regional marine trade association representatives highlighting issues most impactful to their members. “It’s a great opportunity” Burns continued, “to have the national, state and regional associations working together, speaking in one common voice for the great good of the industry and, ultimately, for the customers we serve.”

“The sort of collaboration in our industry that is accomplished through ACMA ensures that MRAA is well equipped to address issues directly affecting our members on the ground, in every represented region,” said MRAA President Matt Gruhn. “Our advocacy team is eager and ready to take a leadership role on these issues, and continue to build upon the successes from this last year.”

ACMA meets on an ongoing basis, contributing to MRAA’s legislative agenda to support its members.

For more information, please contact Government Relations Manager, Adam Fortier-Brown at adam@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, contact us at 763-315-8043.