Issue link: https://read.dmtmag.com/i/173871
[ Boat show sales success ] thank them for stopping by," McCann advised. A same-day or next-day call is a goal of The Sail & Ski Center. Though the dealership prefers to close sales during the show, Malone knows the importance of keeping up with those most likely to buy in the near future. "Prospects who could be buyers before the show closes or shortly thereafter are followed up with by voicemail, email, or text as early as the same day of the visit or certainly by the next day. Appointments are made, and a plan of action is determined for each potential buyer," Malone said, adding that those with longer-term buying frames are logged into a database and followed up with at a later time. Lake Union Sea Ray has a similar same-day follow-up policy. "We follow up during the show as well. If someone comes in at the boat show, we're following up that day or the next day. At the boat show, we certainly have our sales crew on the phone," Roggenbuck explained. After the initial phone call, prospective customers will also receive an email from Roggenbuck thanking them for stopping by and explaining how Lake Union Sea Ray is prepared 38 | Boating Industry | October 2013 P34x38-BI13OCT-BoatShows.indd 38 to help them with their boating needs. Russell Marine emails prospects immediately after their visit. The staff then meets each morning and afternoon of the show, as well as one and two weeks after the show, to discuss prospect follow-up. Boat show vitality Though boat shows have seen decreasing attendance over the last five years or so, many dealerships still see them as significant events to boost sales. "Boat shows are still an effective and efficient way for a consumer to view and compare different types and brands of boats, particularly those consumers with a specific desire for ownership, so if there is value to the consumer, there is value to us as a boat dealer," Malone said. As customers spend more time searching the Internet than taking the time to drive to their local dealership to research new models, Commander, who has started a number of boat show events himself, believes it's important to go where the consumers are. "Now that the boat business is a little tough these days, I think it's more important to have "I think that our industry, our collective involvement in boat shows needs to be more than just writing a check." – Kevin Roggenbuck, Lake Union Sea Ray a boat show and to take the boats to the customer instead of waiting on the customers to come to you." Though boat show investments are becoming increasingly hard to make, as revenues are down for many dealerships and exhibit expenses seem to be rising, with the right plan, Roggenbuck finds there is a huge benefit to continuing to attend shows. "I think that our industry, our collective involvement in boat shows needs to be more than just writing a check," he said. "It needs to be the energy we put into them, and we'll get a direct return related to that energy." www.BoatingIndustry.com 9/5/13 11:47 AM