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Video can boost your sales vibe

There are more new programs added to this year’s Marine Dealer Conference & Expo and Lenny Rudow’s workshop on “Shooting and Editing Boat Walk-Through Videos” has got to be at the top of the list.

That’s because boat salesmen who are using video are hitting the new “sweet spot” in marketing technique. Video has become one of the most powerful selling tools available to marine dealers. Moreover, once Rudow (two decades of experience shooting boat videos) teaches workshop attendees how simple and effective video can be, the sales team at every dealership will be asking: “Why haven’t I been doing this before?”

The bottom line is this: By learning to use video as the effective tool it is, the sales team is likely to see a bigger payoff in areas such as customer attention and interaction; increased online traffic; better prospect follow-up; and more in-store traffic.

Workshop attendees will learn the best ways to shoot a walkthrough video on a trailerable boat, including a live camera equipment demonstration. In addition, attendees will learn the latest video editing tips and tricks, including how to post to and use YouTube’s built-in editor for more video impact.

Marine Retailers Association of the Americas director of education Liz Walz puts it this way: “Statistics show that website visitors who view video spend more time on the retailer’s website and are far more likely to purchase than other site visitors.”

She’s right on. But there’s even more than website use.

If you want to understand the real power and uses for video, please read Wanda Kenton Smith’s “Case Studies that Validate the Power of Online Video” in the October edition of Soundings Trade Only. She is the dean of marine marketers and her column leaves no doubt that using video in today’s selling is a game changer.

And speaking of game changers, this year’s MDCE, produced by MRAA and Boating Industry magazine, boasts the most comprehensive lineup of educational and motivational sessions in its history. There are 30 educational offerings — the most ever — including seven preconference workshops like Rudow’s video session. For the first time, the MDCE was expanded from three to four educational tracks, now including Leadership, Sales, Marketing and Service Plus. Top it off with a first-ever closing keynote address by sales consultant Ryan Estis — in addition to the always-powerful opener, this year featuring Chester Elton, author of “The Carrot Principle” — and every marine dealer should be in Orlando for this conference.

In fact, the MDCE is the industry’s largest annual event designed solely for marine dealers. Last year, more than 615 dealers from around the nation attended. There is no doubt that number will increase again this year. Why? Because so many recognize that investing in opportunities to learn the latest in business disciplines impacting dealership success is a no-brainer. I urge every dealer to invest and attend.

The MDCE will be held Nov. 16-19 at the Orange County Convention Center in Orlando, Fla. Seating at preconference workshops, like Rudow’s video session, is limited and is available on a first-come, first-served basis. To get all the details and to register for MDCE, go to



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