“The only bad boat show is the one we’re not in.” A good dealer said that to me years ago, and it’s still true today, given the industry’s winter show schedule is well underway and drawing crowds.

Despite a record-breaking parade of frigid weather sweeping the nation, the major-market shows in Chicago, Atlanta, Boston, Cleveland and Minneapolis have been delivering exactly what they’re designed to do: place sales teams face to face with large numbers of prospects, whether for immediate sales or the follow-ups that fill the funnel that’s so critical to retailers in winter.

More good news: Most of the big winter shows are still ahead. Dealers should make sure they have exhibit space and ensure the sales teams are not victims of negative news about the economy. Share with them these facts:

1. We are not in a recession. Inflation is cooling, and the Federal Reserve signals that interest-rate hikes are likely in our wake. But veteran dealers should also remind the sales teams that even in years when America faced true recessions, we still sold boats.

2. Today’s interest rates should not stop buyers. In the past, we have seen interest rates hit a whopping 18% or more. Comparatively, today’s declining rates are a dream. But even when interest rates were sky-high, we still sold boats.

3. The belief that interest rates have peaked and will begin falling may have some customers saying they’ll hold off for lower rates. But such drop seems certain to be slow and incrementally small. Meanwhile, the incentives builders and dealers are offering at shows — discounts, rebates, free equipment and other money-saving deals — help assure customers that they’ll come out ahead of rates reductions.

4. Moreover, to wait for a small rate reduction that may come later his year means that this summer they won’t be escaping in that wonderful new boat they already see themselves in.

5. Everyone who walks through the show entrance is a serious prospect. It’s a no-brainer — anyone who pays $20 or more to get in a major show ($40 with wife, $60 or $80 with kids) isn’t there by accident. Indeed, the gate is the great qualifier. Every person walking into your exhibit should be considered a qualified prospect and so greeted and treated.

6. Now here’s a frightening fact: In addition to sales on the show floor, the sales funnel should also be filled with good prospects. However, numerous trade show studies have documented that only 50% of all sales personnel who worked at a show do the necessary follow up after the show closes. Proper follow up is gospel. If your team is in the wrong 50%, another dealership is enjoying what could have been your sale.

7. Forget what television news likes to project, after all their business model is: “Good news is bad news, and only bad news makes good news.” The share of consumers in December who expected to be financially better off this year reached its highest level since June 2021, according to a Federal Reserve study. Moreover, other separate measures of consumer confidence last month jumped, according to reports in The Wall Street Journal. A good mood is good for growth since happier consumers are, on balance, likely to keep spending, and their consumption drives around two-thirds of the U.S. economy.

Perhaps Kyle Roney, Marine Max district president, summed up the power and value of the industry’s boat shows as such: “We are thrilled to have returned to the Atlanta Boat Show after a few years of not participating. The 2024 boat show brought in an abundance of boaters of every kind providing us a tremendous platform to showcase our brands. We had two world debuts at this show, and we’re excited to support this community of customers here in the Atlanta market.”

It all indicates our industry’s winter shows are continuing to do what no other promotional medium can do –: put salespeople face-to-face with qualified prospects. Upcoming shows include New York, Detroit, Louisville and Seattle, among others.