Boats these days are so feature-rich it seems they should sell themselves. But veteran dealers will tell you the key to closing the deal isn’t only just horsepower and electronics packages. A salesperson’s ability to show a prospective buyer how to safely operate and enjoy a boat often determines whether the deal gets signed.
Customer confidence is especially important when the item at the center of the showroom floor is a big-ticket purchase, such as a car or, especially, a boat. Operating a boat is not as straightforward as driving a car, and even lifetime boaters have far less time at the helm than behind the wheel. Because many boaters look forward to sharing the fun with children or grandchildren, sales can often turn on how safe the customer feels in a particular boat.
That’s one reason the marine industry has increasingly leaned into boating courses, dealer orientations and hands-on demonstrations to help prospective buyers overcome hesitation. According to the Marine Retailers Association of the Americas (MRAA), teaching buyers how to operate their vessels safely improves the ownership experience.
“Boater safety and education isn’t just about making sure people know the rules of the road. It’s also giving them a foundational level of knowledge that ensures that when they finally do go on the water, they can be comfortable and confident on that vessel,” says Chad Tokowicz, government relations manager at MRAA.
The point of sale is a particularly powerful moment to deliver that confidence boost. Many top dealers provide boat-handling instruction or orientation sessions that show buyers how to dock, launch and maneuver safely.
Digital content is playing a growing role in consumer confidence. Marketing firms working with marine manufacturers and dealers increasingly produce how-to videos that walk prospective buyers through real-world boating scenarios—especially docking, widely considered the most intimidating maneuver for new captains.
Billy Pavlock, CEO of the marine marketing agencyThe Nautical Network, says educational video content has become a valuable sales tool for boat brands and dealers. “Confidence-driven educational content showcases the safety, the onboard systems and how to handle real marina scenarios like winds and currents,” says Pavlock, whose Nautical Network includes six social media brands targeting different segments of the boating market.
Videos and articles are a great way to connect with potential customers, whether it’s a boat review in a traditional boating magazine or a social media video produced by a dealer or marketing firm. Just ask Kim Sweers, a South Florida broker whose Boat Boss Instagram page has nearly half a million followers. Sweers has built a powerful online presence around the boating lifestyle, with a healthy dose of confidence-building instruction and safety content.
Anyone can get into this game. All you need is a camera, a microphone and some basic editing software. If your team doesn’t include a natural on-camera talent, companies like Pavlock’s can create content for you. He’s produced walk-through videos for multiple brands in which experienced captains demonstrate the unique features of a boat, including sales bottlenecks like docking and close-quarters maneuvering.
The videos demonstrate the boat’s features, teach practical skills and help buyers visualize themselves operating the vessel safely. Dealers often share the videos with prospects during the sales process or follow up after showroom visits. “That gives the dealer an advantage because right away the video is resonating with people saying, ‘Wow, that guy made it look so easy,’” Pavlock says.
