Dealer conference speaker will focus on marketing to women

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Marketing and consumer trends expert Kelly McDonald will outline strategies that dealers can employ to sell more boats to women and their families at the 2014 Marine Dealer Conference & Expo.

The author of two bestselling books, “How to Market to People Not Like You” and “Crafting the Customer Experience for People Not Like You,” McDonald is a first-time presenter at the MDCE, which will be held Nov. 16-19 in Orlando, Fla.

Her session will be held from 3:45 to 5:30 p.m. on Nov. 18 as part of the conference’s sales track.

Organizers said McDonald brings to the conference a wealth of knowledge about marketing to women and minority-group members through her work with companies such as Toyota, Kimberly-Clark, Nike, Harley-Davidson, Miller-Coors and Sherwin-Williams.

In her MDCE session, “Sell More Boats to Women,” organizers said McDonald will help dealers understand what influences women and motivates them to buy and how retailers can best relate to women in the areas of greatest concern to them. Organizers said conferees will walk away from McDonald’s session with new insight into how women think, communicate, decide, shop and buy, which dealers can use to increase closing ratios.

“Families are a core market for most dealers, and by better understanding how to sell the boating lifestyle to women, dealers can improve their closing ratios not only with families, but also couples and single women,” Liz Walz, director of education for the Marine Retailers Association of the Americas, which produces the annual event in partnership with Boating Industry, said in a statement.

Each of the 2014 MDCE educational tracks — sales, marketing, leadership and service plus — features five sessions. The sales track includes sessions covering everything from McDonald’s advice on strategies to reach women in the boat-buying process to maximizing profitability on trade-ins, new insight into customers’ buying decisions, techniques for turning F&I objections into opportunities and ways of appealing to Millennial and Gen X buyers.