Give customers confidence
Programs like Singleton Marine Group’s (Ranked 3 in 2006) Total Confidence Package – which includes benefits such as a free 20-hour service check, free service calls while the boat is under warranty, free storage for six months and loaner boats – have been very popular with customers. But they’ve done even more for the business.
Free dry-stack storage, for example, which Singleton says about 50 percent of customers take advantage of, allows the dealership to showcase that service, then sell it when the time period ends. The loaner program is a win-win for the company. SMG has had to actually loan boats less than 10 times in four years, yet by offering the service, and coming through when customers truly need it, word gets around and more sales are the result.
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