Boating Industry

March 2016

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March 2016 | Boating Industry | 21 [ STEP by STEP ] easier for us internally?' The culture that I think wins every time is a client-focused culture. When you have a client-focused culture, you can answer this question: 'How can we deliver the best experience for our cli- ents during the shopping process, the delivery process and the ownership stage?'" Sellhorst said. "Once your culture looks at the business that way, then everything else falls into line." Springline Yacht Sales utilizes its association resources for training. WANT MORE IDEAS? Sellhorst is the author of the book "Marine Marketing Strategies" and Head Profits Coach at Boat Dealer Profits. Sellhorst was also the winner of the MDCE Best Ideas Contest, Boating Industry's Movers and Shakers Bold Moves award, a top producing boat salesman, and a speaker and presenter at the Marine Dealer Conference and Expo. Sellhorst has written several articles for Boating Industry to help dealers build a top-notch sales operation. From utilizing video to time management, to getting out of a sales rut, dealers will find a wealth of ideas for adding to the bottom line. In "Are you giving your clients what they really want?" Sellhorst asserts that it is the job of business owners to deliver what the customer really wants, not just what they say they want. "If you ask most buyers what they want when buying a boat, they'll say, 'we want the lowest price.' But, is that what they really want? Certainly not. If they wanted the lowest price, they would go to Craigslist and buy the cheapest used boat they could find. "What they truly want is to know they bought the right boat for them without over paying or being taken advantage of by the dealer. They want to make a buying decision with confidence. To know they made a smart choice that they and their friends will recognize as a smart choice. "If that level of confidence is not present, they default to negotiating price because then, at least they can brag about getting a 'great deal' … or, they don't buy at all. If you agree with that thought process, it begs the question: 'How can we ensure our prospects have a high level of confidence in their purchase from us?' ... "The answer is different for each business owner. For some, it leads to a guarantee. For oth- ers, it leads to a bold promise. For others, it leads to a change in sales or delivery process. And, for others still it leads to just communicating everything they already do in a more powerful and confidence building manner. Bottom line, the more you reduce the risk from the buyer's posi- tion, the more profitable your business tends to be." Find more at

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