Tag Archives: Myril Shaw

By Myril Shaw Let’s start with this – 80% of “cash” buyers are not using liquid cash. What does that mean? When a customer walks in and says that they are paying cash, the odds are that they talked to their local bank or credit union, that they are using part of a home equity line, that they are selling ...

Let's start with this – 80% of "cash" buyers are not using liquid cash. What does that mean? When a customer walks in and says that they are paying cash, the odds are that they talked to their local bank or credit union, that they are using part of a home equity line, that they are selling stocks or other investments – ...

By Myril Shaw While the times and circumstances require social distancing and limited direct, face-to-face interactions, and while dealers have clearly developed great virtual/no-touch showrooms and selling techniques, one aspect of consummating the sale has not changed for boat dealers. When a customer wants to finance, the compliance requirements (Red Flag and Patriot Act laws) have not been reduced in ...

By Myril Shaw COVID 19 may have forever changed the way F&I is done, and in several respects, perhaps that is for the best! Just as everyone is now learning how to set up virtual showrooms and touch-free sales, as well as safe social distance deliveries, it is time to learn about the best way to maximize F&I effectiveness and ...

By Myril Shaw Are you offering all of your customers all of the optional protective products you can? If the answer is yes, congratulations…you are part of a pretty small club.  If the answer is no, you are probably leaving money on the table. Going back to the “yes” answer, are you making sure your customers know they have been ...

By Myril Shaw When you sell a boat, you are selling a lot more than a product. You are selling a lifestyle. About 99% of the time, people are not buying any of these products because they need them. They are buying them because they want them, because they have a vision of how much more they will enjoy their ...

It is often noted that people, over time, start to look their pets or their spouses. I suspect that in at least some cases, that may be a good thing. The question here is, do you, or your dealership look like your website? Your website, your online digital presence is every bit as real as your brick-and-mortar store. In fact, ...

By Myril Shaw F&I Profit Center is an easy target when it comes to overall store profits that are less than what you would like. F&I is easy for a reason – they are often to blame. There is more though – and sometimes the expenses that occur when a customer finances are not directly related to reserve, backend penetration ...

Here’s a recap of MDCE speaker insights for success Each year, attendees recognize the value and growth opportunities that are an invaluable part of the Marine Dealer Conference & Expo educational experience. Conference speakers focus on delivering real world results for dealerships and industry players of all shapes and sizes. Attendees turn to MDCE every year to gain insights into ...

Every customer knows that that they can get competitive financing from your dealership, right? Wrong! Over 30 percent of marine dealerships do not offer financing (always for very bad reasons – but customers only know from them that dealerships do not offer financing). There is also a common assumption among shoppers that they will almost always get a better deal ...