Jul. 21, 2008 – After signing on the dotted line

As any newbie PWC salesman can attest, there’s nothing quite like convincing that hesitant customer to sign on the dotted line. It means the sale is complete, and the commission in sight. As any experienced salesman can attest, however, it’s far from a sign the sale is over.
Particularly when it comes to PWC. From the obvious responsibility a dealer has toward creating a safe, responsible new member of the PWC community to the vast untapped potential that lies in parts, accessories, water toys and beyond, a successful PWC dealer will use the actual sale as merely the launch ramp to a bright, friendly and yes, lucrative, long-term relationship with a new customer.
Wonder if you’re missing the boat? We turned to the nation’s largest PWC dealership, Riva Motorsports of Pompano Beach, Fla., for advice on the reality and potential beyond the sale.

School Is In
The first order of business should be obvious. PWC, like any motorized vehicle, demand responsible operators, and the dealer is the first influence on whether an educated, or ignorant, customer joins our crowded waterways.
“We do as much as possible to educate the consumer about what they are purchasing and the responsibilities that come with it,” said Mike Hodges, who does promotions and marketing for Riva.
If you want, think of it as a purely selfish act. PWC have been frequent targets during the years for everyone from environmental groups to waterway associations who love nothing more than to find the irresponsible operator to use as their latest poster boy. Turning out a responsible, law-abiding owner not only guarantees the continued safety and enjoyment of existing water users, it also helps guarantee a dealer’s long-term livelihood.
“This is an important part of the sales process, if not the most important,” continued Hodges. “As part of our delivery process, the salesperson goes over operating procedures and maintenance requirements in detail. We also provide documents and recommend the customer take training courses, as well as join a local riding group or club. We not only do this with new customers, but with return customers as well so they’re brought up to speed on any changes in laws, riding areas, etc.”
At minimum, strongly suggest an owner take and pass a water safety course. The local Coast Guard office or Marine Patrol can steer you in the right direction. Another option is to look into the possibilities offered online. A good starting point is www.boat-ed.com, a site that has training and certification information for 42 of the 50 states.

Let’s Make A Deal
The final moments of the sales process also are a good time to familiarize the customer with the parts and accessories counter, not only because it will be an obvious source of additional income down the road, but also because it opens the customer’s eyes to the many ways he or she can increase the enjoyment of PWC ownership.
“Once the deal is made and before the final paperwork is processed, the salesperson introduces the customer to a parts specialist who provides the customer with a written checklist of what we feel are necessary parts, accessories, chemicals, etc. for their unit(s),” said Hodges. The obvious might include lubricants, waxes or treatments to keep the craft in peak condition. Rider gear, like PFDs, gloves, footwear, eyewear and wetsuits, also are items many customers might simply pick up at a marine supply if not suggested at the dealership.
Not to be overlooked, however, are a growing list of accessories that reflect more broad use of PWC, such as handheld GPS units, VHF marine radios, towing toys like wakeboards and tubes, even transportation options like carts or lifts to help an owner get their boat easily in and out of the water. For the performance-minded consumer, a glance at the potential performance modifications also has set many a tongue wagging over the years. Even basic handling modifications, like ride plates, scoop grates or sponsons, can make a dramatic difference in a customer’s enjoyment of their purchase.
Beyond that, Riva thinks outside the box a little more than most. While processing the paperwork, the dealership has its F&I representative not only go over all the available options for insurance, but also goes as far as to introduce the customer to possible anti-theft devices, such as LoJack.

After The Sale
As any good dealer knows, it’s also essential to follow up with that customer after they’ve walked out the showroom door. A frequent customer complaint is a buyer never hears from their dealer after they’ve signed on that dotted line. A savvy dealer, however, will follow up shortly after the sale as well as periodically send out service reminders, or flyers advertising store specials.
“We do a follow-up mailing about 30 days after the delivery,” said Hodges. “We use this opportunity to make sure the customer is satisfied and remind them to bring the unit back for its first service, as well as stock up on general necessities, such as cleaners and lubricants.”
Continuing to build a relationship with a customer also has the obvious benefits down the road. A happy customer is more apt to return when it comes time to upgrade or add to their fleet, not to mention tell their friends of their experience, further increasing your customer base.