Boating Industry Canada - February 2009

“Our follow up is low pressure,” notes Poole. Buckeye’s newsletter concentrates on staff profile, information about courses, boating destinations and lifestyle. Also important is that Buckeye always respects the client’s email /voice/mail preferences. That makes a lot of sense in these days of new window sales teams in your neighbourhood, doesn’t it!

Bruce Cleland, the sales manager at Gordon Bay in Muskoka shares that philosophy. “We’re careful not to pounce on them,” he tells us. He saw many serious potential buyers at the show and feels the leads are not just tire kickers. “Several came back to the booth again and again. Buyers want information – they are cautious, but they are out there.”

At some level, the work that you have put into establishing your marina’s reputation will pay off today in lead conversion. If your ad and PR efforts, which we have looked at, and will continue to cover like grandma’s hand made quilt,

have been effective, that will be an enormous benefit in today’s sales process. Consider that bank of goodwill when you are assessing your current ad/PR efforts. Consider when you will need every drop of a great image.

Even with your reputation in place, following up pronto is the most common message. Deborah Paris of Paris Marine tells us that unlike some teams, the Paris Marine people race back to the

office after every show. “There is no break after; we only do one show then we take our vacations later on.” Paris follows up then follows up more, inviting top prospects to an open house in their inviting premises (a great showroom pays dividends, too).