Much to the chagrin of consumers, America’s retailing has entered a time of less product or service for more money. Conversely, dealers should avoid the trend and promote selling even better products, rich with even more features, while still providing full customer-centered service at money-saving prices.

A good friend of mine recently shared his realization that, as consumers, we’re now being hit with additional costs for less product or service. How about banks that no longer send quarterly savings reports, or restaurants charging high prices plus fees for credit card use, as well as charging your waitress a fee if her tip is on the card, too. Or as my wife complains, we’re paying more for the same size box of cereal or bag of chips but with fewer ounces inside, and on it goes.

Yes, if going out to shop feels more like an aggravating experience, it is. I find the meat in today’s Whopper should be renamed the Whimper, and my large pizza has lost more than an inch around. So how does a boat dealer not only avoid the trend but take advantage of it?

By being more aggressive.

While prices of boats are reflecting increased costs, dealers should be singing, in the words of crooner Bing Crosby: “Accentuate the positive, eliminate the negative.”

First, communication with the existing customer base is essential, given the economic headwinds we’re currently sailing in. Regular newsletters, emails, social media posts and 60-second videos are great tools. Notably, studies indicate 80% of consumers will find photos of your current customers enjoying their boats more powerful than brand photos, so be sure to include them in your social media marketing.

After all, our industry has a great message: Our boats today are better than ever, with more creature features and goodies for family boating. The story needs to be told.

Second, the ultimate name of the game is to get every prospect face-to-face with the sales team and the product. Customers and prospects can research your products, watch manufacturer videos, and have their interest sparked by such excellent campaigns as Discover Boating’s current national efforts to reach the younger market. But in the end, boats are primarily sold when customers touch, smell and sit in them, imagining the pleasure they will bring.

The internet can’t do it. Ads and commercials can’t do it. There are only two ways to put prospects face-to-face with their new boats: boat shows and in-store promotions. Shows produce big numbers in a limited time, but getting prospects into the showroom should be a goal all the time.

They may have strolled into the showroom during Covid, encouraged to seek family outdoor activity, but that’s history. Winning dealers must now create and implement an aggressive marketing program.

The possibilities are only limited by the dealership’s team. A regular schedule of events and sales promotions should be crafted. These can include a wide range of promotions, such as special limited product and accessory sales events; holiday-themed promotions; off-season fishing seminars; special kids days; VIP nights; all-new product premiere receptions; in-store service promotions; partnering with a local bakery, pizzeria or other such business; or partnering with a local charity.

Create a loyalty program; hold launch parties for new arrivals; have in-store classes and workshops that help customers care for and enjoy their boats; never fail to send thank-you and birthday emails, anniversary greetings and other relationship-building communications; offer birthday or lifestyle discounts targeted at groups like veterans, senior citizens, teachers and safety forces. There are so many possibilities that could bring in customers and prospects.

The number of possible promotions is only limited by the dealership team’s commitment to winning.