marine industry dealer certification program. larry russo chairman dealer quality and standards task...

Marine Industry Dealer Marine Industry Dealer Certification ProgramCertification Program

Larry Russo

Chairman Dealer Quality and Standards

Task Force Grow Boating Inc.

Past ChairmanMarine Retailers Association of America

Larry Russo

Chairman Dealer Quality and Standards

Task Force Grow Boating Inc.

Past ChairmanMarine Retailers Association of America

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Bob WilliamsBob Williams

PresidentPresidentFive Star Solutions, LLCFive Star Solutions, LLC

PresidentPresidentFive Star Solutions, LLCFive Star Solutions, LLC

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Why Certification? – TranslationWhy Certification? – Translation

Make More Money - $ Sell More Product - Sales Volume

Business Growth


Marine Industry Certification StrategyMarine Industry Certification Strategy

$ Performance/Profitability $

Current IndustryStatus

Current IndustryStatus

De

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ips

Pull ForwardPull Forward


Certification RequirementsCertification Requirements

• 100% Sales and Service • Track and trend results

ProcessFeedback

• 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

• 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

CUSTOMER SATISFACTION SCORESCONSUMER BILL OF RIGHTS

CUSTOMER SATISFACTION SCORESCONSUMER BILL OF RIGHTS

EMPLOYEEEMPLOYEE TRAININGTRAINING FACILITYFACILITY

SALES PROCESSSALES PROCESS SERVICE and PARTS PROCESSSERVICE and PARTS PROCESS

CUSTOMER FOLLOW-UP PROCESSCUSTOMER FOLLOW-UP PROCESS

- Explanation of repairs- Comeback Log

• Service• Landscaping


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

Customer Satisfaction RequirementsCustomer Satisfaction Requirements EMPLOYEE TRAINING FACILITY

SALES PROCESS

CUSTOMER SATISFACTION SCORESBILL OF RIGHTS

CUSTOMER FOLLOW-UP PROCESS

SERVICE PROCESS


Job descriptions for each position

Annual employee performance evaluations

All employees are easily identifiable and professional in appearance

Conduct an annual Employee Satisfaction Survey

Employee RequirementsEmployee Requirements TRAINING FACILITY

SALES PROCESS



SERVICE PROCESS

EMPLOYEEEMPLOYEE

10


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

Training RequirementsTraining Requirements EMPLOYEE TRAININGTRAINING FACILITY

SALES PROCESS



SERVICE PROCESS

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Facility RequirementsFacility Requirements

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

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

EMPLOYEE TRAINING FACILITYFACILITY

SALES PROCESS



SERVICE PROCESS

Facility Checksheet - Quarterly

12


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

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 RequirementsSales Process Requirements EMPLOYEE TRAINING FACILITY



SERVICE PROCESSSALES PROCESSSALES PROCESS


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

EMPLOYEE TRAINING FACILITY



SERVICE PROCESSSALES PROCESSSALES PROCESS

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SALES Process Map - Sample

Finance andInsurance

Finance andInsurance

PurchaseConsultation

PurchaseConsultation

Product Demonstration

Product Demonstration

Identificationof Wants

and Needs

Identificationof Wants

and NeedsGreeting and

ReceptionGreeting and

ReceptionInquiriesInquiriesConsiderationConsiderationProcessSteps

Responsibility

1 2 3 4 5 6 7

Actions

DealershipBenefit

© 2005 Five Star Solutions, LLC

Follow-UpFollow-UpPrep andDelivery

Prep andDelivery

8 9

• Attend boat shows

• Send out direct mail or dealership letters

• Advertising• Contact owner

base• Internet leads• Special

promotions and events

Sales Dept. Receptionist/Salesperson

• Ensure customer is greeted promptly and courteously

• Offer assistance• Address customer

needs & concerns in a honest, professional and non-manipulative manner

• Ask for a name, address and phone number

• Offer to set up appointment

• Thanks customerfor calling

Internet Inquiries• Respond within

12 hours• Obtain customer

contact info• Secure appointment

Receptionist/Salesperson

• Greet the customer immediately

• Project a positive and professional attitude

• Find out how you can assist the customer

Salesperson

• Assess boating lifestyle: discuss needs and usage

• Ask what boat is desired

• Discuss boat features

• Discuss finance options

• Ask customer about possible trade-in

Salesperson

• Explain warranty and features

• Perform feature benefit walk-around

• Offer sea demo (if applicable)

• Discuss possible accessories available in your parts department

Salesperson

• Explain options and allow customer to decide which works best

• Perform trade appraisal

• Ask customer for their business today

• Close sale and advise F&I person

• Thank the customer

Salesperson/F&I Person

• Introduce customer to F&I person

• Prepare trade-in paperwork (if applicable)

• Discuss manufacturer service contract options

• F&I person reviews service contract and discusses any additional aftermarket products

• Discuss all paperwork with customer

• Schedule delivery• Thank the customer

Salesperson/F&I Person

• Use the Boat Delivery Check Sheet to:

• Prepare and inspect boat before delivery

• Provide customer with a thorough product orientation

• Explain manuals, warranties and provide safe operation instructions

• Complete the CUSTOMER FOLLOW-UP PROFILE section; includes obtaining customer signature

• Introduce customer to Service department and discuss potential seasonal and/or off-season needs

Admin/Follow-Up/Sales Manager

• Send thank-you letter from owner

• Follow-up person calls customer within 7 days and documents call(s) on Boat Delivery Check Sheet

• Address any customer concerns

• Thank customer• Create CFR if

necessary and forward to appropriate department manager

• Fix process problems

• Reaches out to potential customers and improves volume

• Customer likes treatment and returns to the dealership

• Customer feels at ease with dealership - more likely to return to buy

• Salesperson saves time and customer return

• Satisfied customers mean fewer problems

• Satisfied customers mean fewer problems

• Additional revenue from F&I

• Satisfied customer mean fewer problems

• Problems surface and are resolved early

CustomerImpact

• Customer has access to product and promotion information

• Customer feels at ease at the dealership

• Quick greeting sets customer at ease

• Customer get the right vehicle for their needs

• Customer has more knowledge to make the decision

• Customers like having options available to them

• Information on products to protect their investment

• Customer is aware of features on vehicle

• Customer can voice opinions about process

NOTE: Certification requirements are shown in red.

15

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SALES Process Map

ProcessSteps

Responsibility

1 2 3 4 5 6 7

(Continue on next page if necessary)

Actions

CustomerImpact

DealershipBenefit © 2005 Five Star Solutions, LLC

16


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

Service and PartsProcess RequirementsService and PartsProcess Requirements

- Work quotations- Quality assurance


SALES PROCESS



SERVICE PROCESSSERVICE PROCESS


Service and Parts ProcessHow 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


SALES PROCESS



SERVICE PROCESSSERVICE PROCESS

18


Follow-upFollow-up

SERVICE Process Map - Sample

DeliveryDeliveryRepairRepairDispatchDispatchWrite-upWrite-upInquiriesInquiriesProcessSteps

Responsibility

1 2 3 4 5 6

Actions

CustomerImpact

DealershipBenefit

• Acknowledge customer with friendly greeting and offer assistance

• Knowledgeable individuals available to respond to customer questions

• Offer to make an appointment

• Thank customer and offer name and assistance

Internet Inquiries

• Respond within 12 hours

• Obtain customer contact info

• Secure appointment

ServiceDepartment

• Customer feels comfortable and wants to come in for business

• Increased customer base

ServiceDepartment


• Exchange name and contact information

• Timely and courteous response to drive-ins and appointments

• Create Repair Orderusing customer’s own description of problem

• Provide customer with work quotation/ copy of Repair Order

• Inform customer of accessories promotions

• Discuss additional maintenance needed (if applicable) or promotional offers

• Discuss payment arrangements

• Customers immediately put at ease; provided with info

• Satisfied customers mean fewer problems for dealership

ServiceDepartment

• Assign work to appropriate technician

• Assess all commitments to technician considering time and stall availability

• Follow repair progress and advise involved parties

• Inform sales department of potential new boat sales opportunities (if appropriate)

• Arrange and monitor repair progress if customer is sent to “other” location for repair

• Saves time for customer; sets realistic expectations


Technician/Service Manager

• Diagnose and fix problem

• Ensure the repair is finished on time

• Follow Quality Assurance process to ensure all concerns are addressed

• Specify and expedite necessary parts

• Document and advise of any additional findings and complete all repairs

• Ensure Repair Order contains all necessary information: Complaint, Cause and Correction

• Boat will most likely be fixed right the first time

• Satisfied customers mean fewer problems for the dealership

Service Manager

• Inform customer when repair is completed

• Provide express checkout service

• Qualified person demonstrates repairs and addresses concerns

• Customer and employee sign Repair Order to verify repair was explained

• Complete transaction and thank the customer

• Use the Comeback Log to track customer return visits

• Customer questions are answered even before they ask


Follow-up person/Manager

• Contact customer by phone or mail within 7 days to ensure repair was complete

• Determine level of satisfaction

• Respond to customer issues

• Utilize customer feedback to improve process

• Customer can voice opinions about the process

• Problems surface and can be resolved early


NOTE: Certification requirements are shown in red.

PROCESS GUIDE

Page 79

19


PARTS Process Map - Sample

Responsibility

Actions

ExpediteExpediteSpecifySpecifyInquiriesInquiriesProcessSteps

1 2 3

Parts Department

FRONT COUNTER


• Knowledgeable individuals are available to respond to customer questions and needs

BACK COUNTER

• Acknowledge technician quickly

• Have adequate number of parts personnel to handle both customer and technician inquiries

Parts Department

FRONT COUNTER

• Quickly determine part availability and price

• Maintain a customer-focused process to determine priority

• Specify/expedite the appropriate part

BACK COUNTER

• Quickly determine part availability and price

• Determine if part is in stock — special order if necessary

• Specify/expedite the appropriate part

Parts Department

FRONT COUNTER• Ask retail parts customer

(walk-in or phone) if they would like to have the part installed today by your service department; provide price for installation

• For inexpensive parts, offer install for free

• Obtain parts and reconfirm price

• Record any lost sales• Place order with appropriate

company depending on customer need

• Keep inventory clean, organized and readily accessible

• Maintain a dedicated process for customer notification of special parts

CustomerImpact

• Customer feels good about how they are treated and wants to come back to do business

• Customer’s boat is repaired more quickly, the first time, more often • Dealer has the right parts in stock with limited wait time

DealershipBenefit

• Increased parts and accessories sales – and potential new boat sales due to satisfied customers

• Dealership sells more parts at the proper price and satisfied customers return to buy more

• Proper lost sales tracking creates a better and cleaner inventory which enables dealer to stock correct parts


BACK COUNTER• Only parts department

personnel obtain or order parts• All special order part requests

include customer, boat, part and technician information

• Service Manager signs off on all special order parts

• Obtain customer payment before placing the order

• Follow customer notification process upon receipt of special order part

• Schedule customer appointment for installation

• Follow process for parts return; process to address:

• Wrong part received from manufacturer

• Customer doesn’t show up for installation

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Conduct 100% customer follow-up

- Within 7 days for Sales or Service

- Include at least one open-ended question

Customer Follow-up RequirementsCustomer Follow-up Requirements EMPLOYEE TRAINING FACILITY

SALES PROCESS



SERVICE PROCESS


Customer Follow-up ProcessHow 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


SALES PROCESS



SERVICE PROCESS


Certification ProcessCertification Process

Sign up and Attend

Pre-Certification Workshop

11

Schedule a Certification Inspection

Schedule a Pre-Certification

Inspection

Get Your Dealership Ready

Review Start Up Kit to understand requirements

Perform a self-review to determine readiness

33 4422


Pilot ResultsPilot Results

DealershipsCERTIFIED

Dealerships signed up for pilot


Certified DealershipsCertified 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!


Sign up today to get CertifiedSign up today to get Certified

Attend Launch Workshop

11

Schedule a Certification Inspection

Schedule a Pre-Certification

Inspection

Get Your Dealership Ready

Review Start Up Kit to understand requirements

Perform a self-review to determine readiness

33 4422


Marine Industry Certification Pilot Evaluation CommentsMarine Industry Certification Pilot Evaluation CommentsGreat Program. The launch meeting had excellent dealer to dealer interaction. TheEmployee Satisfaction Survey is a great eye-opener. I strongly recommend dealercertification 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


Certification will be successful... Certification will be successful...

If it delivers...

PROFIT$SALES

IndustryGrowth


Pilot Dealer Panel DiscussionPilot Dealer Panel Discussion

Quinn Bellamy – Silver Lake Marine

Chris Hodges – Brothers Boats

Don MacKenzie – Boats, Inc.

Rod Malone – Sail & Ski, Inc.

marine industry dealer certification program. larry russo chairman dealer quality and standards task...

Documents

service training requirements

customer requirements

service track

certification requirements

professional sales process

facility requirements

year job training

technician training