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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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Presentation Transcript
slide2

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

bob williams

Bob Williams

President

Five Star Solutions, LLC

why certification translation
Why Certification? – Translation
  • Make More Money - $
  • Sell More Product - Sales Volume
  • Business Growth
marine industry certification strategy

Pull Forward

Marine Industry Certification Strategy

Current IndustryStatus

Dealerships

$ Performance/Profitability $

certification requirements
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
customer satisfaction requirements
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
employee requirements
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
training requirements
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
facility requirements
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
sales process requirements
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
sales process how do you meet requirements
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
slide15

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

service and parts process requirements
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
service and parts process how do you meet requirements
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
customer follow up requirements
Customer Follow-up Requirements
  • Conduct 100% customer follow-up
    • Within 7 days for Sales or Service
    • Include at least one open-ended question
customer follow up process how do you meet requirements
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
certification process
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
pilot results
Pilot Results

Dealerships signed up for pilot

DealershipsCERTIFIED

22

28

certified dealerships
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
marine industry certification pilot evaluation comments
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

pilot dealer comment
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

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