Features

Improving experiences for women buyers

In Hispanic families, the spouse has the power of veto as to what the family will or won’t do on the weekends, and this is no different than the general market. Women make or break family purchase decisions and are adventurers in their own right, so they need to continue to be addressed during the sales process. Dealers should be ...

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Manufacturers take responsibility for internal training

Robalo Boats has seen the potential with the Hispanic community and while it is not the company’s sole focus, training its dealer network on how to address the changing demographics is a priority. Robalo hosts corporate-level training for its dealer network, as well as multiple regional training opportunities in the field, in which the company aims to make its sales ...

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At the Helm: Reaching new markets

Change is here, whether you like it or not. That shouldn’t even be a topic of discussion at this point. The country looks very different than it did 20 or 30 years ago. You can complain about that if you’d like and that’s certainly your right. Yes, there are things that were better 30 years ago. There’s many a day ...

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Boat clubs, peer-to-peer offer alternatives

Whether it be Millennials, Hispanics or any other underrepresented group, there are many obstacles to bringing new potential boaters to the industry. Two of the biggest, though, are affordability and experience on the water. That’s where boat clubs and peer-to-peer rentals come into play. “When we started this, we said our goal was to make boating more accessible, activating boats ...

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New Markets Task Force dedicated to awareness and education

The New Markets Task Force (formerly the Diversity Task Force) is one of the six RBLC initiatives focused on strategies and tactics to grow boating. The task force was designed to study and make recommendations to the boating industry in order to introduce the boating lifestyle to emerging new markets. “The task force is focused on how to grow the ...

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Next is Now: Learning about your next market

In our April issue, we explored the changing demographics affecting the boating industry. You can see that cover story here. Below, you'll find additional resources on the topic. Taking advantage of the opportunities that exist with new markets may seem like a daunting task, but several marine businesses have already experienced success with outreach. We have collected stories from those ...

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Q&A with Ben Speciale, President, Yamaha Marine

Over the last several years, Yamaha Marine has rolled out several innovations from its Helm Master integrated boat control system to a variety of new engines. But even as the company has developed a wave of new products Yamaha has also been one of the biggest industry advocates, lobbying for the industry at the state and national level on a ...

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Leverage existing educational opportunities

MarineMax has leveraged the resources provided by Take Me Fishing to create events for its dealerships in areas where the company deemed there was a large Hispanic demographic. These events provide boater education for everyone in the family. MarineMax began hosting these events in the summer of 2014 in its Houston and Miami markets, which are open to the public ...

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Matching your market

The Sportsman, one of Boating Industry’s Top 100 dealers, is located in San Benito, TX, about 15 minutes from the border of Mexico. Ninety percent of the population surrounding its dealership is Hispanic. “It’s not that we cater necessarily to that particular market – it is our market,” said Rob Youker, president of The Sportsman. The staff at The Sportsman, ...

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22 Reasons Why Salespeople Don’t Make More Sales

There are a few star performers in sales. The other 99% fall on a continuum from very good to poor. While this isn’t news to anyone, the common approach is to hold up the 1% as models for everyone else. “Strive to be a star,” they’re told. While that may motivate a few, it doesn’t help the vast majority of ...

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