Sales & Marketing Pathway
Session 2
Monday, Dec. 7, 3:00 - 4:30 pm
Adapt Your Shopping Experience for a New Generation of Buyers
With Erin Gordon
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The marine retail customer is changing, expecting greater transparency, digital fluency and a more seamless experience shaped by other industries. To thrive, the boating business must evolve to match how the new generations live, spend and connect.
It’s time for your dealership to stop marketing and selling with assumptions built for a different buyer and a different era of boating.
In this workshop from master facilitator and trainer Erin Gordon, you will gain an understanding of the new buyer and how their expectations are forming. Then you’ll get hands-on, challenging your assumptions about boat shoppers and collaborating to identify opportunities to align with new generations of boaters. Finally, we will translate workshop insights into more relevant shopping experiences, sales and marketing decisions, and ways of working that you can immediately apply back at the dealership.
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Understand how the new generations of boat shoppers are shaping expectations for buying
Identify gaps between current dealership sales and marketing practices and emerging customer needs
Apply practical techniques to better observe, interpret and respond to evolving customer behaviors in your sales and marketing
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Erin Gordon is a certified master facilitator, strategy consultant and executive coach that specializes in visual methods to solve complex challenges and craft meaningful experiences. With nearly two decades of consulting and facilitation experience, Erin brings her expertise with an ever-curious mindset to help navigate the current moment and chart new paths forward. Erin holds both an MBA and an MS in Strategic Management from the Kelley School of Business at Indiana University.
He takes great pride in mentoring people with good processes to be the best they can.
Register for Dealer Week
Dealer Week 2026 brings new sessions, new speakers and new ideas on The New Fundamentals. This year’s education is centered around the foundations of modern dealership success: AI adoption, rising customer expectations, and operational efficiency.