5 Ways to Encourage the Hesitant but Interested Boat Buyer

Across the world, boaters savor their trips out on the water, soaking up the warm sun and breathing in the fresh air. In fact, 85 million Americans go boating every year! However, many people still hesitate to commit to full-blown boat ownership. As a marine dealer, it's your job to get these potential customers off solid ground, and fast. But how? Let's dive into five ways you can encourage cautious shoppers to test the waters:

1. Be Aware of Common Obstacles

The first step to encouraging wary prospects is to familiarize yourself and your team with the reservations they may have. Once you have a deeper understanding, it’ll be easier to meet your customers where they are and resolve their concerns. Some common hesitations include: 

• Pricing and Additional Expenses: The sales price of a boat can be paralyzing for new buyers. Then, after they factor in the potential costs of maintenance, repair, insurance, storage, fuel, accessories, and toys for activities, the expenses might seem impossible and out of control.  

• The Dealership Experience: If your dealership’s sales process is complex, it’s easier for customers to fall off the path to purchase. From the moment a prospect contacts your dealership to when they become official boaters, the experience should be as smooth as possible.  

• Customer Service Expectations: Shoppers who aren’t totally sold on the product itself are even less likely to complete a deal after experiencing a negative encounter with your staff. In fact, U.S. companies lose approximately $75 billion each year because of poor customer service. Cautious shoppers need the right resources and support to feel comfortable moving forward with a purchase — especially for a commitment like boat ownership.  

• Required Boating Knowledge: Boat ownership requires learning other skills and information to navigate bodies of water correctly, dock successfully, and become licensed to operate a vessel in their desired state(s). These additional requirements to become a qualified boat owner can be intimidating to already hesitant buyers.  

• Post-Purchase Responsibilities: Owners must also deal with logistical burdens like finding a place to keep their boat and a method to transport it to their desired destinations. If they have a garage, is it large enough for their specific vessel? If not, can they keep it in their driveway? What will they do to minimize the risk of damage from harsh environmental conditions? Can they afford to outsource storage space? On top of all that, do they have a vehicle that can tow the boat to and from different locations?
  

Now that we’ve covered potential obstacles, let’s get into how you can minimize their impact on the consumers’ sales journey. 

2. Emphasize Different Boat and Financing Options

If the price tag of purchasing a new boat is daunting to your customer, highlight less expensive options, such as older models, used units, or rental options if you offer them. In addition, you can present monthly payment options if the overall cost is discouraging their decision to buy. By offering financing flexibility, your customers will be able to picture a more manageable cost structure. 

3. Make the Sale Fast and Simple

The easier the sale, the less likely shoppers are to overthink their choice. With a dealer management system (DMS), you can streamline your dealership processes and boost efficiency across every department. The digital tool simplifies every step of the sale — automating tasks and maintaining a single record of customer data for your team. For example, if you offer rental services, some DMSs can automate digital contracts and billing, streamlining the booking and reservation process.  

4. Offer Frequent Employee Training

Your employees must be equipped to manage your dealership’s processes, handle various customer scenarios, and showcase your units in the best way possible. By scheduling occasional workshops and training sessions, you can keep your staff up to date on important business practices, customer service protocols, and unit information. 

5. Focus on the Perks of a Boating Lifestyle

Owning a boat is a popular dream for many reasons. When customers aren’t quite convinced, remind them of the positives of boat ownership, like:  

• Socialization 

• • Having quality time with friends and family 

• • Becoming a member of an active and fun boating community 

• Adventure 

• • Spending time outside in fresh air 

• • Engaging in various activities (water sports, fishing, swimming, etc.) 

• Freedom 

• • Being able to go where they want, when they want to 

• • Setting the pace and scene of their boating excursion  

Encouraging the interested but hesitant shoppers is key to maximizing your dealership’s revenue potential and growth. Aim to provide a seamless experience — removing as many friction points as possible and emphasizing the reasons millions are passionate about boating in the first place.