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List of Chapters
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Overview: How to Survive & Thrive in Marine Retailing
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The Importance of Quality Service to Your Profitability
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Hitch Trailer Service to Your Business Plan
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Retail Salesmanship
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Handling an Irate Customer
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Merchandising Your Store for Success
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Improving the Appearance of the Store Exterior
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Improving the Store Interior
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Competing in the Accessories business
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Accessories: Displays and Merchandising
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Don't Forget the Parts Department
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The Importance of In-Store Signs
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Pricing
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Advertising & Sales Promotion
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What Do I Do if There is a Recession?
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Conclusion: review of Merchandising Basics
The information in the above chapters is based on Sherwood's observations of successful dealers over the years and the things that they did
to succeed. It also includes tips from his experience as a Chevrolet dealer that
he feels will work for marine dealers.
Also included are checklists for dealers to use to evaluate
the exteriors and interiors of their dealerships. These checklists, if completed
objectively, can help dealers determine if they need to upgrade the exteriors
and interiors of their dealerships, and to what extent. The book also outlines
ways to make the needed improvements.
With the information contained in this book, dealers should be
able to take their businesses to the next level of success.
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What
people are saying
 | The
best single document on professionalizing your retail operation...will bring
new opportunities for anyone wanting to improve their bottomline...We sometimes lose our focus on the nuts and bolts of
intelligent retailing. Ben Sherwood touches nearly every base in an effective
common sense approach that we all can use."
Gary E. Briggs, Owner, Minnetonka Marine,
Minnetonka, MN |
| "This book is a
must read for all independent marine retailers".
Phil Keeter, President, Marine Retailers Association of America, http://mraa.com |
| "Sherwood's book is a great asset to
the industry and would make a good operations manual for a marine dealership."
Ham Hamberger, Retired President and CEO of Tracker Marine, Past President of NMMA, http://www.nmma.org, President and General Manager of Yamaha Marine Group, and VP &
General Manager of Mercury Outboards |
| "Dealers need to embrace the
concepts in this book. Some dealers are already following many of these
concepts but many more need to. There have been other books on merchandising
in the past, but this book does a better job of covering all aspects of a
marine dealership."--Michael
Keller President, Keller Marine Service, Port Trevorton, PA, http://www.kellermarine.com,
Chairman Of The Board Of Directors Of The NMDA |
| "I highly recommend this book to dealers who want to achieve a higher
level of professionalism. Written by an industry veteran, it has a nuts and
bolts, down to earth approach that is easy to read and understand. The
principles can help build a solid foundation for a successful marine
dealership."
--Larry Russo, Russo Marine, Medford, MA, http://www.russomarine.com
|
| "The key to success in the marine business for
manufacturers, distributors, and dealers is to obtain a reputation of being good
people to do business with. This book highlights the ways a dealer can emphasize
their clean, friendly and fair priced atmosphere with excellent service."
--Bill Ek, Industry Veteran, Marine Industry Consultant |
| "As usual, Ben tells it like it is. His insights into the
marine industry are right on target."
--Paul Arenberg,
Barclay Marine Distributors,
Chicago, IL |
| "Some experienced dealers may already be doing 80% of
what is in this book, but in these cases, it's the remaining 20% that will put
them further ahead of their competition."
-Don Lewis,
Aurora Marine, Denver, CO, http://www.auroramarinedenver.com,
Chairman of MRAA |
| "Marine dealers should have all of their employees read
it."
--Harold Sharp,
Northshore Marine, Houston, TX http://www.northshoremarine.com |
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How to Order
Order online at www.boatmotordealer.com
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