Turn that frown upside down
Comments from several dealers earlier in this article have hinted at what may be the most commonly heard answer when businesses in the boating industry are asked to share their thoughts on how to overcome the downturn. Almost invariably, one of first things they mention is the absolute importance of maintaining a positive outlook and not succumbing to the constant barrage of bad economic news.
One of the first actions taken by Woodard Marine, based in Hydeville, Vt., in response to the slowing economy, was to hold a staff meeting that started off with the employees being told, “Woodard Marine is not, and will not be participating in any recession.”
The company believes that if its employees have a positive attitude its customers’ attitude will reflect that. During the meeting, employees were given ideas about how to answer and put a positive spin on customer questions about topics such as gas prices, travel expenses, fuel oil costs, etc.
Prince William Marine offered a similar response to the slowdown. “We choose not to participate in the economic downturn,” says Carlton Phillips, owner.
That is not to say that these dealerships are simply sticking their heads in the sand and hoping all their problems will go away. They are also implementing new programs and procedures in response to the situation. Prince William, for example, launched a first-time buyers program; began a fuel-discount program for parties of six or more; increased its advertising and roadside signage; began a mall display and participation in an auto show; reduced some boat margins to move inventory, and more.
But concrete action accompanied by a strong dose of optimism will make those moves even more successful. A good attitude is contagious, as is a bad one.
That’s not news to most people. Most of what has been discussed over the previous pages isn’t. Tough times don’t call for far-fetched plans and wing-and-a-prayer ideas. Success comes from concentrating on what works and doing what you do best just a little bit better.
“We have taken advantage of the downturn by focusing on the parts of the business which remain healthy,” says Alan Bohling, president and CEO of Seattle Boat Co. “We have dedicated enormous effort at improving these departments while improving efficiency, productivity and, ultimately, departmental profitability. We have aggressively moved ahead with new facilities and developments to be in position for the economic
upturn.”
The improvements you make now out of necessity will help your company flourish when that upturn inevitably begins.
