Columns
-
At the Helm: Charting the next course
A visit to Boating Industry’s archives recently reminded me of the significance of a recent deep-sea discovery, and its importance…
Read More » -
At the Helm: Future focused
It seems we spend a lot of time in this industry worrying about young people – and with good reason. …
Read More » -
Super simple Facebook strategy
How’s your season going so far this year? I hope you’ve been delivering a ton of boats and have dozens…
Read More » -
At the Helm: It’s all about product
More than anything else, it’s new product that pushes boat, engine and accessory sales. Whether it’s a new, more efficient…
Read More » -
Have you earned the right to win the sale?
In previous issues we’ve talked about the process your boat buyers go through, called the “Educational Spectrum,” and how you…
Read More » -
At the helm: Problem No. 1
Quick – what’s your biggest business challenge right now? Not surprisingly, when I go to an industry event or boat…
Read More » -
Five ways to maximize the lifetime value of your clients
So much of our time in sales and marketing is focused on the next sale: the next new prospect who…
Read More » -
At the helm: Make way for the connected spender
We often talk in the boating industry about reaching the “middle class” — that nebulously defined average American. But the…
Read More » -
Brand building vs. results marketing
Do you spend money on advertising? Or, do you invest money in advertising? What’s the difference you say? In my…
Read More » -
Grab the 2017 opportunity
If nothing else, 2016 was interesting. It seemed to be a year of turmoil, from social upheaval to an election…
Read More »