Create a package deal

Create a package deal

Over time, you’ve probably noticed certain service trends: many customers who purchase an oil change want you to look at their other fluids and so on. Why not bundle these services to entice
even more customers to have such maintenance taken care of at once

while adding a little money to the bottom line?
Boats Inc. (Ranked 38) has grouped a couple of its services together and is reaching out to a select group in marketing the special. The Niantic, Conn.-based dealership’s Reel Deal program bundles winterization and spring tune-up packages together, along with a slew of extras. However, this package is only available to Boats Inc.’s marina customers. The Reel Deal is designed to be a year-round turnkey service program. Along with dockage, storage, hauling, launching, shrink-wrap, compound and wax service, bottom painting and a boat wash are included in the deal.

“All yards in the Northeast offer these services, typically à la carte or with a program that is harder to read than an outboard purchasing program,” the dealership said. “We opted to offer it as a totally inclusive package and incorporate a payment plan to make it much more palatable for our customers.”

In addition to gaining extra work for the service department every year, the Reel Deal program helps Boats Inc. fill its marina. Now, instead of waiting until April to gauge occupancy for the year, much of the space is already filled with Reel Deal customers before the year starts.
More than 85 percent of its dockage customers take advantage of the deal, and there is a waiting list for the program that stretches out about two years, the company said. Through the Reel Deal program, boaters save approximately 30 percent over choosing the services à la carte. Boats Inc. makes paying for this extensive service plan easy by offering a three-payment option.

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