Lessons that pay

Jonathan Sweet, Editor In Chief

By Jonathan Sweet, Editor-in-Chief
June 25, 2013
Filed under Jonathan Sweet

We’re in the process now of evaluating our Top 100 applications and, as always, the entries are filled with great ideas.

One idea that caught my eye today was from Hudsonville, Mich.-based Action Water Sports. For those of who aren’t familiar with the dealership, it’s a five-location Chaparral, Cobalt, Four Winns and Mastercraft dealer that does a booming business in watersports gear and accessories as well.

AWS has boosted those sales by offering free watersports lessons with one of the company’s employees. Before the lesson, the employee calls the customers to find out what type of products they want to try, then takes those products and offers instruction on them and any other tips the family needs.

“The customers regularly ask us to leave the watersport accessories and have us bill them,” general manager Jerry Brouwer said. “We have seen a rise in the amount of accessory sales and hours on the boats with the implementation of the free lesson program. Our local pro instructors are very good at putting on a show as well by doing flips on wakeboards or 360s on surfboards.”

Not only does it increase sales, it creates a relationship and builds trust in the pro shop staff’s credibility. Customers regularly write the AWS staff thanking them for the lesson and explaining how it has enhanced their summer.

A great idea, and one that’s inexpensive and easy to implement.


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