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How the best dealers manage turns

Over the last decade the boating industry has seen both sides of the inventory challenge.  In the 2007-09 period, we saw dealers stuck with way too many boats when the housing market – and then the rest of the economy – crashed. With dealers dropping left and right and consumers defaulting on loans, excess inventory and repossessed vessels flooded the ...

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The digital marketing strategy every dealer, broker and manufacturer should be using in 2018

Have you ever been on the Internet and noticed ads following you around everywhere you go? Then, you remember you’d been searching for that exact thing or visited that company’s website. It happens virtually every day. What is it, you ask? The technical term is re-targeting (Facebook/Instagram) and re-marketing (Google Display Network). Imagine someone visits your website and views your ...

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At the helm: Scoring with service – The boating tie that binds

The cover of this issue takes a visual approach to presenting the best young leaders in the marine industry. The individuals who appear within this highly popular section are a unique group.  We ask each member of our 40 Under 40 group to complete a background questionnaire. One of the initial questions deals with the individual’s first job. This year’s ...

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How to stop losing boat sales

Have you ever lost a boat sale? Or watched as one of your sale people misses an opportunity you feel they should have had? Here are five of the biggest reasons you’re losing sales and some suggested solutions, so you can put a stop to it once and for all. Ready? Here we go…  1. You talk too much about ...

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Protecting your customers

There’s been plenty of attention lately on data breaches and misuse of customers’ personal information at large companies lately from Facebook to MyFitnessPal to Chase. But if you’re thinking this is a problem for only big businesses, think again. Most small businesses keep plenty of information about their customers on hand, with protection for that information woefully inadequate. Here are ...

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At the helm: More thoughts about millennials

Did you know that millennials basically run Congress? That revelation hadn’t crossed my mind until recently, when a pre-American Boating Congress update from the National Marine Manufacturers Association popped into my email inbox. The NMMA Marine Minute I was reading reminded me that the average staffer for a member of Congress is now 25 to 26 years old. Millennials are ...

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5 things you need to know about geo-targeting for your boat business

You may have heard the term geo-targeting or geo-fencing. Maybe you’ve even been pitched it by a marketing company or even tested the waters yourself. With recent advances, it is an incredible opportunity, so, I figured I’d share with you five things you need to know about geo-targeting but didn’t know who to ask. We’ll start with the basics and ...

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Why dealers apply for the Top 100

If you’re a regular reader of Boating Industry, you’ve read probably dozens of columns, blogs, articles and emails urging you to apply for the Top 100. So instead of my telling you how your company can benefit from the Top 100, I thought I’d share the thoughts of some of the companies that have made the list. From Nautical Ventures ...

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At the helm: Best E15 offense is a good defense

“The best defense is a good offense” is an adage that has been applied to many fields of endeavor.  Generally, the idea is that proactivity instead of a passive attitude will preoccupy the opposition and ultimately hinder its ability to mount an opposing counterattack. Some martial arts emphasize attack over defense. Wing Chun, for example, is a style of kung ...

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What the big Facebook News Feed change means for you

As many people are lamenting the change in Facebook algorithm that will likely impact many in the boating industry, it prompts a question in my mind. But, before we get to the question, here is the change that has the digital marketing world gossiping like a gaggle of teenagers. Mark Zuckerberg – the founder and CEO of Facebook – made ...

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