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Boating industry sales – an inside look

There is a big concern going on at this time about sales being down in the boating industry. There are a variety of factors that are reported to be contributing to this concern. Regardless of floor traffic being up, down or flat there is one single common denominator that remains – without salespeople understanding what constitutes a professional understanding of selling the likelihood of a sale commencing is drastically reduced. All the kings men and all the kings horses cannot mend a broken sales process.

If I, as a salesperson, greet you as a customer and do not understand how to grow your trust and excitement towards the product of which you have an interest then I am the biggest obstacle to the sale. If I choose to use manipulative tactics or talk at you instead of understanding you, prejudge you as I see you walk in, forget (or avoid) follow-up to aid in your apprehension to an ownership decision or best yet, simply do not understand the 3 simple steps to closing a sale then perhaps the biggest problem isn’t the economy – it’s me!

A manufacturer can build the most functional or beautifully crafted boat in existence, ship it to a dealership and there it sits and sits until a salesperson represents it in such a fashion that a customer would like to own it. 

Why is it that the average technician spends more money on their tools than a salesperson invests into understanding the profession of sales? Did you know that the average tool set for a technician is easily over $25,000? How many salespeople do you know have invested in a $20.00 book on selling in the last year? How about a book on negotiation, body language, personality types or communication?

Perhaps hard times requires a hard look at what I am doing or not doing as salesperson to do things differently.

Glenn Roller
The Glenn Roller Institute

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