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Selling boats on consignment?

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Yesterday, I picked up The News-Press in Cape Coral, Fla., turned to the Sports Section for some late scores and found myself looking at an awesome full page ad for boats. Dead center across the page, in large bold print no one could miss, was the statement: “Let Us Sell Your Boat!! Consignment Boats Wanted!!”

Now the idea of selling boats on consignment may be familiar to you, but I must admit I’ve never seen the words “boats” and “consignment” together before. Yes, I know lots of things -- clothes, furniture, decorator items, etc. -- are sold in consignment shops these days. But boats? Now that’s thinking out of the box! Well, apparently not at Scotties Canvas & Marine Outfitters in N. Ft. Myers.

The top half of Scotties’ ad was filled with 16 pictures and prices of four new boat lines. The bottom half showed 14 pictures and prices, plus 10 additional listings with prices of pre-owned and consignment boats. I was impressed so I checked out Scotties Website: www.Scottiescanvas.com.

Now here’s what impressed me about Scotties’ idea. As I noted above, consignment selling and buying are common and very popular these days. At first, I thought it was just another way to say “brokerage.” But upon reflection, I realized two things: First, the boats in Scotties’ listings were primarily 18 to 22 footers; second, owners of smaller boats would be much more likely to identify with selling on consignment than by brokerage contract, the latter suggesting larger boats in most minds.

Finally, if you study the list of reasons to let Scotties sell your boat on consignment, you can’t help but admire the clever power of suggestion and excellent marketing of all the possible services Scotties can sell the customer!

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