The boats.com team toured a variety MarineMax stores to speak with staff members in sales, business, service, training, and marketing to learn how the company has become the largest boat dealership. In this video, we examine how the company works to provide a comprehensive set of services to every customer.
“Understanding what is important for customers is something that’s ingrained in you from the day you start at MarineMax,” says Paul Cummings, regional vice president.
We learned that for customers, that often means a red-carpet experience as they receive the boat of their dreams, but it doesn’t stop there as delivery captains provide new owners with instruction at whatever level is appropriate.
“It's very exciting for the customer,” says Collin Heimensen, general manager in Clearwater, FL. “You've got this brand new boat and you get to learn how to use it and take it home.”
A personalized orientation is important, because the experience level of the new owner is one thing and the size of the boat is another. Larger boats involve more complex systems and storage that can take a while to learn. Handling a large boat may take some practice, too.
As Captain David Ludwig, of Cumming, GA, explains, “I'm like their security blanket in a way. They feel comfortable. They're calm because there's someone with skill and knowledge helping them along the way.”
MarineMax stores also host navigation classes and electronics courses, and have women-only courses to create learning opportunities that provide a boost in confidence as well as competence.
Sales consultants typically stay in touch with owners, serving as a resource for all boating questions. John Powell, of Cumming, GA, says he touches based with his clients occasionally “just to make sure that they’re not having any problems with their boat or perhaps to remind them about upcoming service.”
One impressive stat we heard was in Pompano, FL, from Kyle Roney, general manager: “In Pompano alone, we have 68 team members—45 of them in service and parts to take care of the customers after the sale. You look at the organization as a whole and it mirrors that.”
As Chuck Cashman, chief revenue officer, says, “Our sole existence is to make sure that their time on their boat with their family lives up to their expectations.”
At boats.com, we knew that potential boat owners had a good opportunity to find a boat at MarineMax but we were intrigued to learn how much emphasis the company puts on giving customers access to education and service at the company aimed at enhancing their experience of their boats.
Editor's Note: This video is the third in a four-part series that began with It's Not About Buying the Boat , then A Simpler Process is the Priority, and finally Building the Boating Lifestyle. Promotional consideration for this article was provided by MarineMax.