The growing expectation of an interest rate reduction at the next meeting of the Fed on Sept. 17-18 is good news if it happens. Unfortunately, that won’t change the fact that the time is now for dealers to add new ideas for promotion and recognition that can boost sluggish boat sales.

With that in mind, here are 10 additional suggestions from prolific author and speaker, Tom Shay, who wrote Profits Plus Ideas For Small Retail Businesses. Consider adding these to the list outlined in last week’s Dealer Outlook.

  • Be Community Minded: Sponsor a youth sports team, host a Boy Scout troop’s sidewalk sale/car wash or put a decorated boat/float in town parade or pep rally.
  • Educate: Participate in your local high school’s “Teach In Days,” which usually land in November.
  • Be a Media Source: Contact local newspaper editors and radio/TV stations to make it known you’re a reliable local source for information related to boating. It’s free advertising.
  • Appreciate Your Customers: Write a handwritten sentence such as, “We so value your business” on any invoices/statements you might mail out.
  • Say Cheese: Have a contest for the most creative boating/fishing photo taken by a customer and then place the photos on your website. The product you sell must be in the photo, of course.
  • My Shadow: Many schools may participate in “Shadow Day.” Invite students to participate at your dealership.
  • Annual Picnic: Stage an annual picnic inviting all your customers to attend and include games and prizes.
  • Go on the Radio: Can’t afford a radio buy? Get on-air plugs by offering your local station promotions manager some gift certificates or merchandise he can use for station prizes.
  • Employee Parking: Require all your employees park all vehicles away from the best store- front spots so all customers/prospect enjoy easy access.
  • Create a Focus Group: Invite an assortment of good customers to become an advisory board to review and suggest ideas. Treat them to dinner or reward them with a gift certificate — or both.

Here are a few bonus ideas from Tom Shay’s many books that, overall, contain hundreds of ideas for retailing:

  • Ask Employees: Their ideas for cutting costs, improving services, increasing sales and solving problems often reveal issues can be the difference between stagnation and growth.
  • Tell Them No: Few things can build customer confidence faster than honestly telling them that they don’t need the product or service they’re requesting
  • In Their Hands: Research shows sales can be increased by 16percent if, when showing a customer an accessory item, you put it in their hands
  • Display a Competitor’s Ad: Show your competitor’s print ad in your store by highlighting their price and your price. Use phrases such as, “Their Sale Price — Our Everyday Price” or “You Always Save Here.”
  • Hold A Dutch Auction: Get rid of old accessories/parts/merchandise and place on a specific counter or area and use a sign with dates announcing: 10% Off Week 1, 15% Off Week 2; 30% Off Week 3 and so on.
  • Seek Referrals: Inform your good customers you will always make any referral they give you a top priority. Always recognize that customer for his or her referral with a genuine thank you note or, better yet, a gift certificate.
  • Don’t Be A Loner: Join your state and/or local marine trades association. It’s not just to support their critical mission as watchdog over any legislation and regulation that could be detrimental to your dealership, but to discover new ideas and enjoy good experiences with fellow businessmen.