“When things get tough, the tough get going!” So yelled John Belushi in the 1978 film, National Lampoon’s Animal House. But those words are also applicable today for dealers in the context of our sluggish boat sales picture.

It’s apropos that a prolific author and speaker comes to mind now. He’s Tom Shay (Profits Plus Ideas for Small Retail Businesses). I once heard his seminar given for Ohio’s dealers, and I have four of his many applicable booklets. Overall, he advocates retailers get moving and do things that can make retail happen.

Here are some samples — in no particular order — from Shay’s Profits Plus Ideas books:

  • Look Good: Keep the store looking fresh. Old and tired is out. How long has it been since newly painted? Renew it now and use some new colors periodically.
  • Place a Rack or Table: Install accessory merchandise just inside the main door. Display items that are new, seasonal, or show specials on sale.
  • Hold Customer Appreciation Day(s): Include discount coupons on some items, offer service department specials, and provide entertainment and refreshments.
  • Signs, Signs, Signs Sell: Utilize signs throughout the store to call attention to specific items or models, close-outs, specials or new arrivals.
  • Brag About Your Employees: Have an in-store photo display recognizing all staff with names, department and years of service.
  • Get out Business Cards: Have a business card for every employee, and then urge them to give them out freely anywhere appropriate. Tip: They’ll likely hand out more cards with their photo on it.
  • Have a Kid’s Area: It’s a fact; parents do more looking and shopping if the kids have a designated area to play in.
  • Hold a Grand Preview Night: Invite your best customers and prospects to a Private Preview Night when a significant new model arrives and offer preview discounts.
  • How-To Clinics: Whatever you sell or service, customers appreciate the chance to learn more about their boats/options. Hold short classes taught by your staff members.
  • Get Out There: Utilize your knowledge by offering to be a speaker at a local Rotary, Kiwanis or Optimists clubs by presenting a talk on the joys of boating/fishing while highlighting the products you sell.

These are just ten of the hundreds of retailing ideas from Tom Shay’s Profits Plus Ideas. See next Tuesday’s Dealer Outlook for 10 more usable ideas to “get going.”