If romance isn’t in the air at the dealership these days, it’s past due. In less-than-robust times, the sales team should be striving to move from acquaintance to romance with all customers.
In transitioning from acquaintance to romance, a couple has to get to know each other better, of course. The same goes for keeping boat customers for the long haul. Today, it’s necessary to get off the traditional transactional thinking and focus on the relationship between the salesperson and the customer.
Selling a boat is no longer a short-term encounter that fulfills a need. It should be thought of as a meaningful partnership that will make life more rewarding for the customer and, ultimately, the dealership.
Today’s boat-buying prospects seem certain to be focused on the emotional benefits of owning a boat. After all, never forget we’re not selling just the hardware; we’re selling the lifestyle. That means the goal is to move the relationship from transaction to steady interaction. And whether the outcome is ultimately happily ever after or a one-night stand, it’s in the dealership’s best interest to build a connection for the long haul.
So how does the sales team develop that relationship with customers and prospects?
First and foremost, be real. Research experts agree that customers must be at the heart of any business strategy. Indeed, nearly 70% of people surveyed said they want to buy brands that are authentic in what they do. But being authentic can be more challenging than it may appear.
We can look to McDonald’s for an instructive example.
You may recall that several years ago Americans were demanding healthier foods. So the fast-food giant redesigned its menu to focus on healthier options by marketing and emphasizing salads and wraps alongside its iconic burgers. But the strategy failed in a spectacular way, losing 500 million orders over a five-year trial.
What was learned is that we indeed want healthier foods — just not from McDonald’s. That brand’s identity didn’t align with the new business decision, and the public saw right through it. McDonald’s launched a recovery plan to reclaim its identity. It took what people already loved about the brand, namely burgers, and made them better by switching from frozen to fresh beef. The reinvented burger was a hit.
Second, show customers you understand them. Surveys indicate 80% of people say digital ads and promotions are more intrusive today than even just two or so years ago. They’re indicating they want greater space and more trust in their lives, especially with the people they deal with.
No surprise, many brands and retailers are already reacting to this by creating environments that don’t pressure people to buy on the spot. Rather, they’re attempting to present a memorable shopping experience that may lead to sales in the future. They no longer think “momentary encounter” fulfilled by a fast sale; they’re developing meaningful partnerships that make life more rewarding for customers and the business.
Brands, too, are no longer casual acquaintances that fulfill a functional need, but are meaningful partners that make life more rewarding for people and the brand. It’s a major shift from our traditional, transactional notion of the relationship between brands and consumers.
Brands that meet high expectations, demands and desires are connecting with people on an emotional level, ultimately evolving the relationship from transaction to interaction. And whether the outcome is happily ever after or just a more positive experience, sharp retailers seek to build connections for the long haul.
When I was growing up, my dad loved Wheeler Yachts. They were sold by a dealer on Long Island Sound, and my dad owned three models over the years. All came from that same dealer, who had built a relationship that my dad trusted. One thing I remember clearly: Each time we arrived to pick up our new boat, there was a wrapped gift with a thank you card placed in the salon. It made a personal connection with my dad, and I can say we never bought a boat from any other dealer.
