Selling boats is a relationship experience.
A customer seeks experience to access an escape from reality, which psychologists tell us is a metaphor for freedom. There is tremendous symbolism when we untie the lines that hold our boat safely in the slip.
Always, a bit of childish fantasy and the sense of adventure pumps up the pulse. It raises the testosterone level a few pints as the palm of your hands wrap around the pulsating gold-tipped shifters and throttles. Deep-throated engines respond to your every command as wind cools beads of brow perspiration and you begin to understand how boating transforms the meek into heroes of the mind.
Article Photos
Capt. Tom Healey
Cruises are without question a major force in long- term boating success.
The customer must use their boat to avoid its deterioration. Too many untrained boaters get scared early, develop rub-rail rash and never leave their comfort zone of cruising.
If so, you've merely sold one boat and not made a customer for life.
Fact Box
Tune into Capt. Tom Healey's radio show at 8 a.m. Saturday and 9:06 a.m. Sunday on WENG radio AM 1530, FM 107.5 or go to wengradio.com to listen in. Call Capt. Tom Healey at (941) 626-3741 or e-mail tom.theboatman@gmail.com.
By taking cruises, especially overnight adventures and extended cruises to the Keys and Bahamas, boaters develop confidence in their boat-handling skills and meet new friends.
Most customer join cruising clubs for two years or so on cruises before developing a secure social relationship with other boat owners and then they begin venturing off on their own.
Your sales representative should play a big role during this time. They need to be on the water living the lifestyle. Until you sleep and play on a boat, you can't fully appreciate the life style and functionality of what you own.
Is your lifestyle in need of and upgrade? What are you doing with your family this weekend?
