Boating Industry

October 2013

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[ Boat show sales success ] Lake Union Sea Ray in Washington state hosts an intensive BoatCamp to prepare its staff for each boat show season. shows are with current customers that we've been working with, so it gets them to the show 36 | Boating Industry | October 2013 P34x38-BI13OCT-BoatShows.indd 36 to do that," Commander said. Bob McCann, director of education at ARI, advises dealers to build excitement about each show early in the week, as soon as setup starts. By posting photos and videos of setup and, later, of exciting things going on at the show, even outside of the dealership's booth, stores can attract more people to the show. It's a better way to build attendance than just promoting special pricing. "Get them to the show; show them it's a great time," he said. "When you get them to the show, by then, the story's got to come in line that obviously it's the best time of the year to buy." To assure those attending the shows in the Austin, Texas, area are high-quality prospects, The Sail & Ski Center has worked with the Austin and San Antonio boat dealer associations to establish them as the owners of the local shows. Through those associations, Sail & Ski and its competitive dealerships have guaranteed that the shows focus on boating and don't bring in attractions such as hot rods or music acts just to increase head count. As a result of this, the dealership has been able to create a selling event out of the shows it attends. "Our vision is that we are attending a boat sale not a boat show," Malone explained. "Our primary goal is to sell units at the show. There are less expensive ways to meet prospects. That being said we obviously take advantage of meeting and developing a relationship with future buyers." Follow up Though sales are the number one priority for most dealerships, McCann advises that dealers keep in mind that some prospects won't be ready to buy at a show, no matter the pitch. "[Dealerships] typically have a firm goal on the number that they want sold, but they don't have the goal — where I think is the big opportunity — is the leads they pick up." Those leads, he says, see a number of dealerships throughout their time at a show, so it's important to follow up quickly to set themselves apart from the pack. McCann recommends that whenever possible, follow-up on prospects should start at the show and never wait until the week after, because many employees get busy once back in the dealership and forget to follow up. "When the mornings are slow, call people and www.BoatingIndustry.com 9/5/13 11:47 AM

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