VIDEO: For dealers, knowledge is king

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Dealers need to be much more than just salespeople. They need to be an authoritative source on the boats, engines and accessories they sell, according to Don MacKenzie, vice president of Boats Inc. in the Niantic section of East Lyme, Conn.

MacKenzie, along with technical writer Eric Sorensen and Will Keene, president of New Bedford, Mass.-based Edson, presented a seminar on Dealer and Product Experience at the 2011 International BoatBuilders’ Exhibition & Conference.

Click play for more about how knowing your product lines can help you retain existing customers and gain new ones.



One comment on “VIDEO: For dealers, knowledge is king

  1. Thad Kubis

    I would agree and yet disagree, the dealer needs to be the source of product and knowledge for the customer but the dealer also needs to be the king of customer information as well. Offering the wrong product or service to a customer is a waste of your customer’s time and a waste of your marketing time and effort.
    Know your customer, know your products, and know what products your customer would be interested in purchasing, that is the correct dealer mantra.

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