Taylor’s Boats displays at only one boat show each year, the Utah Boat and Fishing Show. So it’s important that the Draper, Utah, dealership takes full advantage of the time it spends there.
In order to make sure it does just that, Taylor’s (Ranked 6) implemented a program last year to divide its sales staff into teams during the show, each focusing on a specific boat brand. The company designates its sales people as team leaders then assigns its sales associates to the brands with which they have the most familiarity.
This is done several months in advance of the show and the team leader then spends two months leading the team in product training, boat-show training and sales training before the show begins. Once it does, the sales associates’ job is to work with customers initially, screening out those who are just looking from those who are ready to buy, or at least very serious about buying. Those prospects are then turned over to the salesperson, whose job it is to then close the deal.
Because the associates are essentially working for the salesperson, it is in that person’s best interest to see they are trained well. For their part, associates receive a $250 bonus for every customer they turn over who ends up buying a boat. So in addition to the great on-the-job experience they’re receiving, associates are well motivated to help make sales as well.
Taylor’s Boats says it refines its strategy for boat shows based on its experience at past shows. Given that the dealership saw sales increase 75 percent at the show in 2006 and another 34 percent in 2007, it’s safe to say the team approach is probably going to be around for some time to come.