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Marine Industry Dealer Certification Program

Marine Industry Dealer Certification Program Larry Russo Chairman Dealer Quality and Standards Task Force Grow Boating Inc. Past Chairman Marine Retailers Association of America Marine Industry Dealer Certification Program Bob Williams President Five Star Solutions, LLC

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Marine Industry Dealer Certification Program

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  1. Marine Industry Dealer Certification Program

  2. Larry RussoChairman Dealer Quality and Standards Task Force Grow Boating Inc.Past ChairmanMarine Retailers Association of America

  3. Marine Industry Dealer Certification Program

  4. Bob Williams President Five Star Solutions, LLC

  5. Why Certification? – Translation • Make More Money - $ • Sell More Product - Sales Volume • Business Growth

  6. Pull Forward Marine Industry Certification Strategy Current IndustryStatus Dealerships $ Performance/Profitability $

  7. Certification Requirements CUSTOMER SATISFACTION SCORESCONSUMER BILL OF RIGHTS EMPLOYEE TRAINING FACILITY • Job descriptions • Performance evaluations • Professional appearance • Annual Employee Satisfaction Survey • Technicians • Management courses • Employee job training • Product training (Sales & Service) • Appearance • Signage • Parking • Boat and accessories display area • Service • Landscaping SALES PROCESS SERVICE and PARTS PROCESS • Inventory • Organized and professional sales process • Greet customer promptly • Honest, professional and non-manipulative • Product orientation • Inspection and delivery • Principle provider of service • Timely access to parts, tools, test equipment and service information • Sufficient number of technicians • Quality Assurance • - On-time delivery • - Repair progress - Explanation of repairs - Comeback Log ProcessFeedback • 100% Sales and Service CUSTOMER FOLLOW-UP PROCESS • Track and trend results

  8. Customer Satisfaction Requirements • Must have in place or have access to a C.S.I. program in both sales and service • C.S.I. results must measure dealers’ ability to take care of customer needs • Subscribe to the philosophies of operation as outlined in the Marine Industry Consumer Bill of Rights

  9. Employee Requirements • Job descriptions for each position • Annual employee performance evaluations • All employees are easily identifiable and professional in appearance • Conduct an annual Employee Satisfaction Survey

  10. Training Requirements • Technician training on all products serviced by the dealer • Owners/managers attend nationally recognized management courses at least 3 days per year • Job training is provided to every employee • Annual product training for sales and service

  11. Facility Requirements Facility Checksheet - Quarterly • Overall pleasing dealership appearance, competitive for the marketplace • Appropriate permanent signage • Clearly marked boat and vehicle parking • Boat and accessories are displayed properly in a clean, orderly and customer-accessible fashion • Outdoor display areas are attractive, well-organized and easily recognizable • Service areas clean, well-maintained, organized and uncluttered • Well-maintained landscaping

  12. Sales Process Requirements • Provide adequate inventory to support customer requirements • Approach selling in an organized and professional manner • Ensure customers are greeted promptly and courteously • Ensure all the needs and concerns of the customer are addressed in an honest, professional and non-manipulative manner • Provide customers with a thorough product orientation of every boat/motor purchased, including on-the-water demonstration (where practical) • Before delivery, prepare and inspect the boat according to manufacturer’s guidelines • Ensure customer receives an explanation of manuals, warranties, and instructions for safe operation

  13. Sales Process How do you meet requirements? • Document and follow mapped Sales Process • Conduct quarterly management reviews • Document corrective actions and process improvements • Communicate process improvements to employees • Complete a Delivery Check Sheet for each purchase

  14. SALES Process Map 1 2 3 4 5 6 7 ProcessSteps (Continue on next page if necessary) Responsibility Actions CustomerImpact DealershipBenefit © 2005 Five Star Solutions, LLC

  15. Service and PartsProcess Requirements • Dealership is the principle provider of service including selectively arranging for technical or remote assistance • Ensure timely access to parts, special tools, required test equipment and service information • Sufficient number of factory-trained technicians to meet customer needs • Maintain a work process that includes: • Finished on time • Repair progress • Work quotations • Quality assurance

  16. Service and Parts ProcessHow do you meet requirements? • Document and follow mapped Service and Parts processes • Conduct quarterly management reviews • Document corrective actions and process improvements • Communicate process improvements to employees

  17. PROCESS GUIDEPage 79

  18. Customer Follow-up Requirements • Conduct 100% customer follow-up • Within 7 days for Sales or Service • Include at least one open-ended question

  19. Customer Follow-up ProcessHow do you meet requirements? • Document and follow mapped Salesand Service follow-up processes • 100% comprehensive follow-up within 7 days to include at least one open-ended question • Sales: 100% customer phone follow-up • Service: 100% customer follow-up (phone or mail) • Document, review and respond to customer issues • Identify trends • Document corrective actions and process improvements • Communicate improvements / changes to employees

  20. Certification Process 4 1 2 3 Schedule a Certification Inspection Sign up and Attend Pre-Certification Workshop Schedule a Pre-Certification Inspection Get Your Dealership Ready • Review Start Up Kit to understand requirements • Perform a self-review to determine readiness

  21. Pilot Results Dealerships signed up for pilot DealershipsCERTIFIED 22 28

  22. 3A MARINE - Hingham MA B&E MARINE - Michigan City IN BOATLAND INC - Escondido CA BOATLAND INC - San Diego CA BOATS INC - Niantic CT BROTHERS BOAT - Folsom CA CANNONS MARINA - Long Boat Key FL DON'S MARINE - Lodi WI DRUMMOND INC. - Holland MI ERWIN MARINE - Chattanooga TN GALATI ANNA MARIA - Anna Maria FL GALATI DESTIN - Destin FL GALATI NAPLES - Naples FL GALATI TAMPA - Tampa FL HELLIER YACHT SALES - New London CT IRWINE MARINE – Red Bank NJ LAKESIDE MARINE - Port Clinton OH LAKESIDE - Mt. Clemens MI LOCKWOOD MARINE - Townsend GA LYNNHAVEN MARINE - Virginia Beach VA MT. DORA BOATING CENTER - Dora FL REED'S MARINE - Delevan WI RUSSO MARINE - Milford MA SAIL & SKI - Austin TX SAIL & SKI - San Antonio TX SILVER LAKE MARINE - Silver Lake NY VERO MARINE - Vero Beach FL WAYZATA MARINE - Wayzata MN APPLAUSE! Certified Dealerships

  23. Sign up today to get Certified

  24. Marine Industry Certification Pilot Evaluation Comments Great Program. The launch meeting had excellent dealer to dealer interaction. The Employee Satisfaction Survey is a great eye-opener. I strongly recommend dealer certification program to all dealers. Chris Hodges, Brothers Boats, Sacramento, CA The Grow Boating Initiative is a fantastic program needed by our industry. Creating standards and quality will go a long way to improving our industry. Mike & Carmine Galati, Galati Yacht Sales, Anna Marina, FL The employee evaluation itself was worth the trip. The process mapping will help all dealers understand the ins and outs and potential ‘problems’ of how they operate. Chuck Guthrie, Lynnhaven Marine, Virginia Beach, VA This is going to change our industry forever. Ed Lofgren, 3A Marine Service, Inc., Hingham, MA Dealer Certification will give me the tools and support to take my dealership to a higher level of professionalism to meet customer and employee expectations.Tom Gray, Boatland, San Diego, CA

  25. Pilot Dealer Comment “In order to have more happiness, more money, more success, or more of anything you have to change. This program makes changing easy. It explains the goals, presents the necessary steps needed, and then provides the tools to make improvement easy. Any Marine Dealer who visualizes they want and deserve more should become a certified dealer.” - Tom Johnson, Reed’s Marine

  26. IndustryGrowth SALES PROFIT$ Certification will be successful... If it delivers...

  27. Marine Industry Dealer Certification Program

  28. Pilot Dealer Panel Discussion • Quinn Bellamy – Silver Lake Marine • Chris Hodges – Brothers Boats • Don MacKenzie – Boats, Inc. • Rod Malone – Sail & Ski, Inc.

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