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MRAA’s Continuous Certification Curriculum for 2020 Launches

It’s perfectly timed: The kickoff to this year’s Marine Retailers Association of the Americas Continuous Certification curriculum is dropping when the industry is deep into the critical winter boat show season.

As part of the MRAA’s Marine Industry Certified Dealership program, the first quarterly educational course, “Maximize Your Boat Show Sales” presented by Don Cooper the Sales Heretic, is now available.

The Continuous Certification program is a year-long education agenda that brings to participating dealers new methods to improve sales and operations success. More specifically, Continuous Certification delivers timely, in-depth education that is customized exclusively for Certified Dealers to maintain their certified status.

Cooper is a former MRAA Conference and Expo speaker. He will focus on the during and after stages of boat shows to help dealers better qualify leads and follow up with those prospects to closing. He’s also a prolific writer with articles such articles as “21 Things Successful People Say Regularly” and “19 Benefits of Asking Questions.” He brings real-world experience to his fast-paced, high-content presentations. Audiences rave about his energy, humor and ability to apply original, cutting-edge ideas to their specific challenges.

“I’ve used Don’s sales techniques for the past year and have increased sales by 30 percent,” says Darren Fredrickson at Pacific Boatland in Vancouver, Wash.

Liz Keener, MRAA’s certification manager notes: “Each quarter, subject matter experts will deliver a message on topics that marine dealers have told us they want more knowledge and guidance on.”

Accordingly, the courses that will be offered during the rest of 2020 include, in the second quarter, “Take Your Employee Satisfaction to the Next Level” with Bob McCann and Liz Keener; in the third quarter, “Update Your Sales Process for Today’s Marine Market” with Jim Million; and in the fourth quarter, “Improve Your Service Shop from the Inside Out” with Valerie Ziebron.

The Continuous Certification program is customized exclusively for Certified Dealers to maintain their certified status and is an example of the benefits that a Marine Industry Certified Dealership enjoys. Indeed, the value of all dealers becoming certified cannot be overstated.

For example, data from the Baird/MRAA Dealer Pulse Reports indicates that Certified Dealers outperform other dealers in several areas, including annual revenue, new-boat demand, new and used retail, inventory levels and access to credit. But there’s more.

Case studies have been done on individual certified dealerships/brands exploring how the MICD program has provided practical solutions to common problems. Each case study includes quantitative evidence, a detailed analysis of operational procedure, actual data provided by dealership management and recommendations on how peers could benefit from the MICD program. Certified dealers also gain access to a compilation of industry best practices in an exclusive, 100-plus-page publication titled The Best Practices Navigator.

Certified Dealerships also have access to exclusive content, tools and benefits developed specifically for MICDs. There is a portal that delivers the most up-to-date resources available for Certified Dealerships. Moreover, according to the most recent data collected from the National Marine Manufacturers Association CSI Program, Certified Dealerships had higher CSI scores than non-Certified.

Is it time for you to seriously explore the MIDC program? You can get all the details by directly contacting MRAA’s Certification Manager, Liz Keener at


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