A disappointing summer sales season is likely an unfortunate harbinger of fall business levels for dealers. Unless they recognize that if there is a fall boat show in their market area, they need to be part of it.
An exhibit in a boat show remains the No. 1 way to put thousands of prospects face-to-face with products in just three or four days. It can trigger action on inventory and replenish the sales team’s follow-up playbook.
Moreover, failing to display at a show sends a signal to thousands that the dealership may be failing or no longer around. Sending the wrong signals should be avoided at all costs, as the story about “The Man Who Sold Hot Dogs” illustrates.
There was a man who lived by the side of the road, and he successfully sold hot dogs. He was hard of hearing, so he had no radio. He had trouble with his eyes, so he read no newspapers or online news. But he sold very good hot dogs.
He put up his sign on the highway telling how good they were. He stood on the side of the busy road where large numbers passed and cried, “Buy a hot dog, Mister?” And people bought lots of them.
So he increased his dog and bun orders. He bought a bigger grill to take care of his growing business. He needed help to handle it all, so he got his son home from college to help out. But then something happened.
“Father, haven’t you been listening to the radio? the son asked “Don’t you read the newspapers, watch TV news or read news on the Internet? There’s an economic slowdown, signs of a recession. Things just aren’t selling well.”
Whereupon his father thought, well, my son’s been to college, reads the newspapers, listens to the TV, goes online, so he ought to know.
So the father reacted. He cut down on his meat and bun orders, took down his sign, and no longer bothered to stand out on the highway to sell hot dogs. And his hot dog sales fell almost overnight.
“You’re right, son,” the father said. “We certainly are in the middle of a recession.”
Whether it’s hot dogs or motoryachts, going after the business and aggressively seeking prospects and customers is the indisputable success model. The man who sold hot dogs missed it.
Dealers in the many areas of the country that have fall shows — there are many good ones from now until November — should not hesitate to exhibit so the sales team can be face-to-face and talk with thousands of prospects.
“The Man Who Sold Hot Dogs” is a real-life business message.
