Boating Industry Canada August 2016 - 23

Two-for-one or discount books are a staple of the dining industry and are also used to sell magazine subscriptions and raise money for charity. hot offer will generate some intensive projects that will tip the owner who has been putting off adding instruments or freshening the aft cabin. While it's always nice to sell equipment and supplies, selling technician time is a double blessing in that the profitability is good and it also provides continuity for your skilled team who dread their scrawny winter paychecks. DIY Workshop. I know that DIY doesn't sound like a mechanism to sell shop work but trust me on this one. Plan a weekend perhaps in October when your best people will be on hand to demonstrate the techniques of winterizing, wood finishing, oil changes and so on. With demos set up, walk your visitors through the shop and encourage them to ask questions. Under the premise of "showing" what can be done, you will actually be selling what can be done. When owners see before and after new upholstery changes or hull restoration, they may well be motivated to try their own hand at these tasks. The boaters who actually undertake a winter project themselves might be one in 50. Much more likely they will realize that they couldn't possibly refinish that teak because they hate sanding and cannot accommodate the time to apply seven coats of Valspar in any case, since the kids need to go to soccer practice every weekend. Sensibly, they will engage your facility to sate their lust for gleaming brightwork/duvet covers/better seating. Just leave the boat with us over the winter - at least you now understand what is required and you can do it yourself next time. Coupon Book. Two-for-one or discount books are a staple of the dining industry and are also used to sell magazine subscriptions and raise money for charity. Take a leaf out of that book (pun intended) and team up with Kiwanis or Scouts and sell discount marine books. Selling them adds value, the Scouts imploring need for camp creates motivation. But once the owners have paid for the books, they will take a look inside. Pepper the pages with discounts on flares or fenders but also add in winter project offers. Upgrade your speakers and get the cockpit pair half off! Replace those cumbersome keyhole vests and get a throwing ring free. Replace your aging icebox with refrigeration and we'll supply ten cases of soft drinks next spring. Bring a friend and you both can add a new fish finder for 20% off. The deals are whatever works for you but, like the guys in the mall, it's all about attracting the procrastinating and/or cheapskate boater who really would like to upgrade but needs to justify the investment with a great deal. BTW, if you are able to raise some money for the Kiwanis Fresh Air Fund via the promotion, so much the better. It's a PR opportunity to present a giant cheque and get some ink in the local rag. CRM is always a fine idea and if you've purchased a vehicle or appliance in the last decade you're likely on the receiving end of all sorts of communications via such a system. Whether you get yours via engine or boat manufacturers, or opt for one of the many software solutions out there, a Customer Relations Management tool and team are pretty basic necessities in this online age. Constant Contact is a great name for a communications company because it accurately identifies what is required. As you have experienced yourself, the exploding inbox is not for the faint of heart, but a combination of meaningful online newsletters, email offers and snail mail blasts can get to your customers. This is not as hard a task as one might fear, since boat owners are committed emotionally to boating. Because they are less expensive than moving up to a new vessel, upgrades and projects are a much less onerous undertaking for most boaters. Even when they might trash 90% of their mail/email/noise, your message can get through because it's the boat. By staying in touch and pre-explaining the logic of off-season work, you can seal the deal as autumn turns to winter. DOCKSIDERS "The Indusrty Leader in Marine Technology" "WMW offers the highest Quality of Marine Power Pedestals while providing a personal touch with excellent customer service." We are an authorised Sea Technology dealer. www.wmwpump.com WMW Pumpout Systems 111 Coldwater Road Box 99 Waubaushene On L0K2C0 800-663-1624 Jamie@wmwpump.com www.boatingindustry.ca 23 http://www.wmwpump.com http://www.boatingindustry.ca

Table of Contents for the Digital Edition of Boating Industry Canada August 2016