Boat shows present a unique opportunity to connect with buyers but also come with challenges like increased competition, untrained support staff, technology limitations, and privacy concerns. With some strategic planning, you can overcome these obstacles and boost sales—especially by prioritizing financing (F&I).
Here are some key tips to ensure a smooth and successful boat show.
1. Highlight Affordability with Payment Estimates
Include approximate monthly payments on your spec sheets. Many buyers, especially those new to boating, may not realize that boat financing terms are often longer than auto loans, making payments more affordable than they expect.
2. Have Manufacturer Invoices Ready
Access to manufacturer invoices will streamline the process of submitting credit applications to lenders.
3. Assign a Dedicated F&I Specialist
Designate one person to handle credit applications and explain the financing process to buyers. Make sure everyone in your booth knows to hand off finance-related inquiries to this specialist for a seamless experience.
4. Secure Internet Access
A reliable, secure internet connection is essential for submitting loan applications on-site.
5. Provide Terms On-Site
Whenever possible, present financing terms to buyers while they’re still at the show. Many customers won’t consider the purchase final until they’ve reviewed and accepted the financing terms.
6. Share Aftermarket Product Information
Have brochures ready to introduce customers to aftermarket products. Giving them time to review their options makes it easier to discuss these items during closing.
A boat show shouldn’t feel any less professional or organized than a visit to your dealership. While these events can challenge your usual processes, focusing on F&I and planning ahead will ensure customers have a consistent, informative, and positive buying experience.