My last two Trade Only marketing columns have chronicled and championed my personal motorcycling “learn to ride” experience that ultimately led to the sale of two Harleys in a short window of time. Through this amazing experience, I’ve become a vocal advocate for this concept and believe we are missing the boat and quite literally losing sales opportunities by not linking boater education to sales.
I’d like to hear from folks who may have internal or outsourced programs in place that directly link education to sales. I want to understand how your program works, and how you market it and what you charge. I’m also interested in your results, and whether you can track sales through education. What are the best aspects of our program, and what could be done to enhance or improve it?
For those who may oppose this education-to-sales concept, I’d really like to understand your objections. It seems there is resistance to introducing an educational component prior to or at the time of sale. Note - I’m not speaking of nationally or state-wide mandated educational programs here … I’m recommending voluntary, FUN, grass roots educational programs through dealerships or boat clubs, etc. that include aggressive outreach marketing programs, that can convert boater wanna-be’s into confident new boat operators who are ready to buy … and/or in some instances, upgrade to a larger boat.
Love to get your opinion, suggestions and recommendations.
Wanda Kenton Smith
Kenton Smith Advertising & Public Relations