Archive for » May 2nd, 2017«

On-island boat registration Saturday and Sunday

(May 2, 2017) Nantucket boat registration will be available on-island from 8 a.m.-4 p.m. Saturday and Sunday, May 6 and 7, at the Marine Department Town Pier parking lot, 37 Washington St.

Boaters will be able to register and title a boat for the first time, or renew their registrations, emergency-preparedness coordinator Dave Fronzuto said. Representatives of the state Department of Revenue will also be in attendance to process boat sales tax.

Boaters are asked to bring a personal check or money order payable to the Commonwealth of Massachusetts. Cash and credit cards will not be accepted.

For up-to-the-minute information on Nantucket’s breaking news, boat and plane cancellations, weather alerts, sports and entertainment news, deals and promotions at island businesses and more, Sign up for Inquirer and Mirror text alerts. Click Here.


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San Juan Yachts Continues the Art of Boat Building


San Juan Yachts Continues the Art of Boat BuildingSan Juan Yachts of Anacortes Washington expands under new ownership, the company has been acquired by San Juan Capital Holdings, LLC, a division of Concorde Marine which is also the parent company to Northern Marine, builder of custom long range expedition and pleasure yachts from 57’-152’. Concorde Marine is currently building commercial seiners for the Alaskan fisheries, expedition yachts, and pleasure yachts.

The legendary leader in West Coast yacht construction will continue to build the existing models and bring forward a new 50’ for 2018. The current 48 will become the San Juan 50 with some enhancements and optional layouts. Currently under construction for San Juan are several 40’ and 50’ Volvo Penta IPS models with plans to have one in the fall boat shows, including the Fort Lauderdale show displaying the new 50’ sedan.

“The acquisition was a perfect marriage between San Juan and Northern Marine as they are hi-end builders of robust go anywhere yachts with systems that are the envy of the industry, leading edge infusion processes for the composites and artisan master craftsman creating stunning interiors” says Gilbert Villarreal, owner of San Juan Capital Holdings, LLC. “The two companies were literally side by side in Anacortes, and have shared many employees over the years. The new company has employed most of the key personnel of San Juan Composites and are being supported by the crew that has won several awards for their custom builds”.    

Essex Boat Works, LLC (EBW), owned by Richard Carlson, was recently appointed the exclusive Northeast dealer for San Juan Yachts. Essex Boat Works is an authorized service and warranty center on the East Coast, managed by John Lewis, where they have enjoyed a working relationship with San Juan Yachts for many years. The new sales venture will be a first for both companies as San Juan has not previously sold through a dealer network and this will be the first new boat line to be represented under the new ownership at Essex Boat Works, LLC. “San Juan Yacht sales at EBW will be headed up by seasoned yacht broker and Sales Director Bob Jarrett. Bob has held positions with among the nation’s leading builders, dealers and brokerage firms having represented over five hundred families in the purchase or sale of their yachts during his thirty-year career in yacht sales,” says Diana Gregory, Controller of Essex Boat Works, LLC.

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Have you earned the right to win the sale?

In previous issues we’ve talked about the process your boat buyers go through, called the “Educational Spectrum,” and how you can take advantage of your competition’s lack of understanding by offering the “researchers and evaluators” the information they are searching for already.

But as I wrote earlier, it could backfire on you if you don’t provide an exceptional experience. That leads me to the question in the headline of this article: Have you really earned the right to win the sale? Or, earned the right for a successful boat business?

Strange question for an article on marketing and sales, no?

Actually, in my world and with my coaching clients, it fits perfectly. I believe the better you run your business and the more exceptional experience you provide your clients, the better your sales and marketing results.

All too often, I mystery shop dealers around the country only to find dirty boats, dirty bathrooms, salespeople who don’t engage (or don’t engage properly, but that’s an article for another time). These dealers then wonder why they are getting creamed by the competition down the road.

Ask someone who doesn’t work at your dealership to come in and walk your entire facility. Give them a clipboard and smartphone so they can make notes and take pictures of everything that needs to be cleaned, fixed, removed, etc.  

Make a plan to address those items/areas, daily, weekly, monthly, quarterly, yearly – whatever is needed to get it done. Keep a checklist so you don’t overlook them as time goes by. If you need a checklist, I’d be happy to send the one I created for my coaching clients.

Many of us have worked at the same location for years. Over time, we get tunnel vision and just don’t see all the things that need to be addressed. But your prospect with $25,000, $50,000, $100,000 or $500,000 to spend on your boats sees it, which makes your sales and marketing job harder.

Keeping a clean and neat dealership is really just what our clients expect these days. So, I ask the dealers in my coaching program, what can you do that will make you the obvious choice when it comes to buying the types of boats you sell?

The actual question that we work to answer in the most clear, concise and compelling manner is the most powerful question in sales and marketing:

“Why should our perfect prospects do business with us versus buying from our competition, buying a used boat from a private seller or not buying a boat at all?”

Have you ever thought about it? Do you do anything truly different than the competitor across the water?

And, please don’t answer, “Matt, we give great service!” Really? What does that mean exactly? Do you think your competition says, “Hey, thanks for stopping by today. Just so you know, we give horrible service here.”

Great service, best selection, best manufactures, best prices, best salespeople are all platitudes. These are meaningless generalities that create no real value in the minds of your prospects, yet they are said as if they are persuasive and powerful. I’m here to tell you … they are not!

So, you have to come up with something better than those platitudes and really make your dealership the obvious choice. The dealers who do this best aren’t always the biggest or fanciest but they do tend to have the highest margins in their area.

In my three-day boot camps and coaching program, we spend a significant amount of time on this topic. Often, my clients do things in their dealership that they don’t take credit for or communicate to the prospect in a powerful manner. So we work together to create what I call $100 messages.

Other times, we talk about what they can tweak, re-tool or deliver that the client really wants in a way that makes sense, then develop in a powerful and persuasive manner that can be used in all of their messaging. It’s communicated in their online dealership, in printed marketing material, “shock and awe” packages, point of sale material, sales presentations, online video, boat show strategies and their 24/7 selling machine. The result is simple: more sales at higher margins that are easier to close for the sales team.

Now, for this month’s challenge: Take some time to answer this question in a clear, concise and powerful way: “Why should our perfect prospects do business with us versus buying from our competition, buying a used boat from a private seller or not buying a boat at all?”

If you want my feedback, email your answers to Matt@BoatDealerProfits.com, and I’ll give you a 30-minute one-on-one strategy session to talk about your specific situation.   



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