Boating Industry

January 2017

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TOP 100 54 | Boating Industry | January 2017 Boating Industry Top 100 Hall of Fame: MarineMax – Clearwater, Fla. Galati Yacht Sales – Anna Maria, Fla. Prince William Marina – Woodbridge, Va. Legendary Marine – Destin, Fla. Gordy's Lakefront Marine – Fontana, Wis. The Boating Industry Top 100 Hall of Fame recognizes dealers who have won the coveted Dealer of the Year award twice. These companies support the Top 100 program through their continued excellence and growth. In this annual feature, we specifically highlight best practices from each of the Hall of Fame dealers. Adding a new product line to your dealership can be a daunting task, especially if you historically carry one or two brands. The follow- ing are tips from Boating Industry Top 100 Hall of Fame dealers on how to seamlessly integrate a new product in your dealership. DO YOUR RESEARCH "When we're evaluating a product line, we really want to know from the other dealerships that are carrying it, are the people within that business … keeping the consumer first in everything that they provide," said Darren Plymale, vice president of Galati Yacht Sales. "The consumers are going to pay close attention to who you choose to do business with, what products you choose," added Tom Whowell, principal at Gordy's Lakefront Marine. LOOK AT YOUR EXISTING BRANDS When Prince William added Bayliner in 2014, the dealership identi- fied the brand as one that would attract the same kind of customers who were buying used Sea Rays that the dealership could convert into new boat buyers. "A new Bayliner is priced similar to a used Sea Ray," said Carlton Phil- lips, owner of Prince William Marina. "Almost all [Bayliner customers] say 'One of these days, I'm going to buy a Sea Ray.' [Bayliner] does the same thing used boats did for us: It gets the people involved with boating." SEE EACH NEW PRODUCT AS A RELAUNCH When launching a new product, dealers should treat it like they know BEST PRACTICES

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