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CONSULTING
& MANAGEMENT MARKETING INDUSTRY
LINKS NEWS
ITEMS CONTACT
US
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Sales & Marketing AMM's professional sales and marketing teams can augment your current internal efforts or can be utilized to lead your programs. Whether you need to sell a few extra boats this year, book 10% more fishing charters, reach higher occupancy rates or increase your service penetration rates AMM can design and manage a program to assist you.
There are so many ways to increase revenues in any marina, boat yard or resort operation. Just starting with the basics, without increasing your customer base...upsell programs and special promotions can be used to maximize selling opportunities at regular contact points. How many times does your fuel attendant ask if the customer needs a bag of ice, or if they'd like to stock up on the fuel additiive that's on sale this week - or remind the customer that when he or she purchases another 100 gals of fuel they will receive a coupon for $25 off their next oil change. Maximize current opportunities first and then you're ready to start marketing for additional customers. No sense in spending the money it takes to bring a new customer in the door if you're not going to take advantage of all the opportunities they give you. |
Creativity & Passion Creativity combined with passion, is really what it's all about. All too many managers and operators are afraid of thinking "outside of the box" or they're concerned about the amount of work something really different will take them to execute (which still boils down to fear). Fear that the idea will fail or not produce enough new income to warrant the expense. You hear stories about the operator who handed out coupons at northern marinas for discounts on dockage in Florida or someone who brings in fuel trucks because he can't get a permit for tank storage on site. These ideas took creativity and passion and provided big rewards. Even without a shortage of dockage in some areas a good operator will NEVER have to worry about filling their slips. You see it all the time. On one side of the street a marina is full - while across the way it looks like a graveyard. If you have more than 20% vacancy the odds are you're not doing what you can to change it. Few marina operators see beyond the initial cost of bringing a new customer in to the marina the first time. You either immediately make money on the contact or you don't. Unfortunately, that is the furthest thing from the truth, it's much bigger and broader than that. How much does it cost to bring a customer in the second time and third time, if you failed to get their contact information the first time they came to see you? How many marinas know what each new customer is worth to them over a lifetime? How much do you really lose when they take their boat to another dealer for service or get serviced with you and berth somewhere else. Ask your local car dealer he can absolutely tell you what it would cost him. |