We’ve all heard people talk about how far behind our industry is compared to others when it comes to sales this or manufacturing that: You can pretty much fill in the blank there too. So, as I was looking through a list of powersports dealers yesterday that one of our sister magazine’s had compiled for a directory it is putting together, I was interested to see how favorably the boating industry compares when it comes to dealership websites.
The Excel file contained a column for website addresses, and It was readily apparent that many of the powersports dealers (businesses that sell motorcycles, ATVs, snowmobiles, personal watercraft, etc.) didn’t have one. So I sorted the listings by website, did the math, and found that of the more than 4,000 dealers in the file, nearly 45 percent had no website.
Now compare that to the list Boating Industry has for its dealers – compiled for us by the same company using the same process as the powersports list. Only 16 percent of the dealers on our directory list do not have a website.
That’s a pretty solid number, although it still leaves several hundred dealerships with no website – which is hard comprehend in this day and age for any business that hopes to survive and make all the money it possibly can while doing so.
What has been your experience as you interact with other companies, or spend time looking around at your competitors in the industry? Do most now have an online presence, or do you still often run across marine businesses that have no website? And, if your experience is the latter, in talking to the people at those companies, what are the reasons they give for still not being online?