Sherwood Marine Marketing
Evinrude
MESCO
MRAA

 

If it’s broke, it’s broke. Fix what you can.

Posted by John Underwood on February 19th, 2010 (No comments)

My father used to say that even selling nails was fun if you sold a lot. Many of us chose the boat business not only for a livelihood but to have fun even when sales weren’t over the top. It was certainly more fun when they were.

Recent financial events have taken the fun from even such a great endeavor as “messing about in boats.” We are all examining the question of how to get this fun back and at least stay alive financially until things improve. I have been a member of ABBRA (American Boat Builders and Repairers Association) as well as MRAA for virtually all of my career in the recreational marine industry. I have noticed that these boat yard guys get hit more gently when adversity overtakes the boat business, even though many are also dealers. That must be because real boaters continue to fix up and spruce up when they can’t (or won’t) afford a new boat. …  [ READ MORE of this article and comment ]

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Perception is Reality!

Posted by Ben H. Sherwood on February 11th, 2010 (No comments)

What image comes to mind when prospective customers think about your dealership?  What feelings does it evoke in them?

When I was head of sales for Johnson and Evinrude, one of our good dealerships was very successful in creating the perception in customer’s minds that it was the trustworthy place to buy a boat and motor and also to have it serviced. It was a well-deserved perception, as they did indeed sell quality products at fair prices and provide excellent service.

Gene and Hank (not their actual names) were partners in a Midwest dealership in a very competitive market. When asked, “Why should I buy a boat from you,” Gene, who handled most of the sales, would respond with, “Because you get me when you buy a boat here.” When asked, “What does that mean,” Gene was always ready with his answer. …  [ READ MORE of this article and comment ]

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