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
Why Certification? – Translation
 Make More Money -
$
 Sell More Product - Sales Volume
 Business Growth
5
Marine Industry Certification Strategy
Dealerships
Pull Forward
Current
Industry
Status
$ Performance/Profitability $
6
Certification Requirements
CUSTOMER SATISFACTION SCORES
CONSUMER BILL OF RIGHTS
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•
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•
•
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EMPLOYEE
Job descriptions
Performance evaluations
Professional appearance
Annual Employee
Satisfaction Survey
•
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Technicians
Management courses
Employee job training
Product training
(Sales & Service)
SALES PROCESS
Inventory
Organized and professional sales process
Greet customer promptly
Honest, professional and non-manipulative
Product orientation
Inspection and delivery
Process
Feedback
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FACILITY
Appearance
• Service
Signage
• Landscaping
Parking
Boat and accessories
display area
SERVICE and PARTS PROCESS
• Principle provider of service
• Timely access to parts, tools, test
equipment and service information
• Sufficient number of technicians
• Quality Assurance
- On-time delivery - Explanation of repairs
- Repair progress - Comeback Log
CUSTOMER FOLLOW-UP PROCESS
• 100% Sales and Service
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TRAINING
• Track and trend results
Customer Satisfaction
Requirements
CUSTOMER SATISFACTION SCORES
BILL OF RIGHTS
EMPLOYEE
SALES PROCESS
TRAINING
FACILITY
SERVICE PROCESS
CUSTOMER FOLLOW-UP PROCESS
 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
8
Employee Requirements
CUSTOMER SATISFACTION SCORES
BILL OF RIGHTS
EMPLOYEE
SALES PROCESS
TRAINING
FACILITY
SERVICE PROCESS
CUSTOMER FOLLOW-UP 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
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Training Requirements
CUSTOMER SATISFACTION SCORES
BILL OF RIGHTS
EMPLOYEE
TRAINING
SALES PROCESS
FACILITY
SERVICE PROCESS
CUSTOMER FOLLOW-UP PROCESS
 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
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Facility Requirements
CUSTOMER SATISFACTION SCORES
BILL OF RIGHTS
EMPLOYEE
TRAINING
SALES PROCESS
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
FACILITY
SERVICE PROCESS
CUSTOMER FOLLOW-UP PROCESS
11
Sales Process Requirements
CUSTOMER SATISFACTION SCORES
BILL OF RIGHTS
EMPLOYEE
TRAINING
SALES PROCESS
FACILITY
SERVICE PROCESS
CUSTOMER FOLLOW-UP PROCESS
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
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Sales Process
How do you meet requirements?
CUSTOMER SATISFACTION SCORES
BILL OF RIGHTS
EMPLOYEE
TRAINING
SALES PROCESS
FACILITY
SERVICE PROCESS
CUSTOMER FOLLOW-UP PROCESS
 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
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SALES Process Map - Sample
1
Process
Steps
3
2
4
Inquiries
Inquiries
Greeting
Greeting and
and
Reception
Reception
Identification
Identification
of
of Wants
Wants
and
and Needs
Needs
Sales Dept.
Receptionist/
Salesperson
Receptionist/
Salesperson
• Attend boat
shows
• Send out direct
mail or dealership
letters
• 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 customer
for calling
Consideration
Consideration
5
6
7
8
9
Product
Product
Demonstration
Demonstration
Purchase
Purchase
Consultation
Consultation
Finance
Finance and
and
Insurance
Insurance
Prep
Prep and
and
Delivery
Delivery
Follow-Up
Follow-Up
Salesperson
Salesperson
Salesperson
Salesperson/
F&I Person
Salesperson/
F&I Person
Admin/Follow-Up/
Sales Manager
• Greet the
customer
immediately
• Assess boating
lifestyle: discuss
needs and usage
• Project a positive
and professional
attitude
• Ask what boat is
desired
• Discuss boat
features
• Explain warranty
and features
• Perform feature
benefit walkaround
• Offer sea demo
(if applicable)
• 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
• 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
• 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
Responsibility
Actions
• Advertising
• Contact owner
base
• Internet leads
• Special
promotions and
events
• Find out how you
can assist the
customer
• Discuss finance
options
• Ask customer
about possible
trade-in
• Discuss possible
accessories
available in your
parts department
• 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
Internet Inquiries
• Respond within
12 hours
• Obtain customer
contact info
• Secure appointment
• Schedule delivery
• Thank the customer
• Thank customer
• Create CFR if
necessary and
forward to
appropriate
department
manager
• Fix process
problems
NOTE: Certification requirements are shown in red.
Customer
Impact
• Customer has access
to product and
promotion information
Dealership • Reaches out to
potential customers
Benefit
and improves volume
• 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
• 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
© 2005 Five Star Solutions, LLC
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SALES Process Map
1
2
3
4
5
6
7
Process
Steps
(Continue on next page if necessary)
Responsibility
Actions
Customer
Impact
Dealership
15
Benefit
F veStar
Solutions
© 2005 Five Star Solutions, LLC
Service and Parts
Process Requirements
CUSTOMER SATISFACTION SCORES
BILL OF RIGHTS
EMPLOYEE
SALES PROCESS
TRAINING
FACILITY
SERVICE PROCESS
CUSTOMER FOLLOW-UP PROCESS
 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
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- Work quotations
- Quality assurance
Service and Parts Process
How do you meet requirements?
CUSTOMER SATISFACTION SCORES
BILL OF RIGHTS
EMPLOYEE
SALES PROCESS
TRAINING
SERVICE PROCESS
CUSTOMER FOLLOW-UP PROCESS
 Document and follow mapped Service and
Parts processes
 Conduct quarterly management reviews
 Document corrective actions and process
improvements
 Communicate process improvements to employees
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FACILITY
SERVICE Process Map - Sample
1
Process
Steps
Responsibility
Actions
2
3
4
Delivery
Delivery
Follow-up
Follow-up
Service
Department
Technician/
Service Manager
Service Manager
Follow-up
person/Manager
• 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
• 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
• 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
• Contact customer
by phone or mail
within 7 days to
ensure repair was
complete
• Determine level of
satisfaction
• Customers immediately
put at ease; provided
with info
• Saves time for customer;
sets realistic expectations
• Boat will most likely be
fixed right the first time
• Customer questions are
answered even before
they ask
• Satisfied customers mean
fewer problems for
dealership
• Satisfied customers mean
fewer problems for
dealership
• Satisfied customers
mean fewer problems
for the dealership
• Satisfied customers
mean fewer problems
for dealership
Write-up
Write-up
Dispatch
Dispatch
Service
Department
Service
Department
• 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
• Acknowledge
customer with friendly
greeting and offer
assistance
• Exchange name and
contact information
• Timely and courteous
response to drive-ins
and appointments
• Create Repair Order
using 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
• Respond within
PROCESS GUIDE
12 hours
Page 79 • Obtain customer
contact info
• Secure appointment
6
Repair
Repair
Inquiries
Inquiries
Internet Inquiries
5
• Respond to
customer issues
• Utilize customer
feedback to
improve process
• Use the Comeback
Log to track
customer return
visits
NOTE: Certification requirements are shown in red.
Customer
Impact
Dealership
Benefit
18
• Customer feels
comfortable and wants to
come in for business
• Increased customer
base
• Customer can voice
opinions about the
process
• Problems surface and
can be resolved early
© 2005 Five Star Solutions, LLC
PARTS Process Map - Sample
1
Process
Steps
Responsibility
Actions
2
3
Inquiries
Inquiries
Specify
Specify
Expedite
Expedite
Parts Department
Parts Department
Parts Department
FRONT COUNTER
• Acknowledge customer with
friendly greeting and offer
assistance
• 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
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
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
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
Customer
Impact
• 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
Dealership
Benefit
• 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
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© 2005 Five Star Solutions, LLC
Customer Follow-up
Requirements
CUSTOMER SATISFACTION SCORES
BILL OF RIGHTS
EMPLOYEE
SALES PROCESS
TRAINING
FACILITY
SERVICE PROCESS
CUSTOMER FOLLOW-UP PROCESS
 Conduct 100% customer follow-up
- Within 7 days for Sales or Service
- Include at least one open-ended question
20
Customer Follow-up Process
How do you meet requirements?
CUSTOMER SATISFACTION SCORES
BILL OF RIGHTS
EMPLOYEE
SALES PROCESS
TRAINING
FACILITY
SERVICE PROCESS
 Document and follow mapped Sales
and Service follow-up processes
 100% comprehensive follow-up within 7 days to include
at least one open-ended question
CUSTOMER FOLLOW-UP PROCESS
– Sales: 100% customer phone follow-up
– Service: 100% customer follow-up (phone or mail)
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Document, review and respond to customer issues
Identify trends
Document corrective actions and process improvements
Communicate improvements / changes to employees
Certification Process
1
2
Sign up and Attend
Pre-Certification
Workshop
22
4
3
Get Your
Dealership Ready
 Review Start Up Kit
to understand
requirements
 Perform a selfreview to determine
readiness
Schedule a
Pre-Certification
Inspection
Schedule a
Certification
Inspection
Pilot Results
Dealerships signed
up for pilot
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Dealerships
CERTIFIED
Certified Dealerships
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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
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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 Certified
11
22
Attend Launch
Workshop
25
44
33
Get Your
Dealership Ready
 Review Start Up Kit
to understand
requirements
 Perform a selfreview to determine
readiness
Schedule a
Pre-Certification
Inspection
Schedule a
Certification
Inspection
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
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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
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Certification will be successful...
If it delivers...
Industry
Growth
SALES
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PROFIT$
Marine Industry Dealer
Certification Program
Pilot Dealer Panel Discussion
 Quinn Bellamy – Silver Lake Marine
 Chris Hodges – Brothers Boats
 Don MacKenzie – Boats, Inc.
 Rod Malone – Sail & Ski, Inc.
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