Sticker shock, trade-in tug-of-war, financing friction, last-minute add-ons … today’s buyer walks in armed with more research (and more skepticism) than ever.  

Yet most dealership teams still follow the same playbook: slash the price, throw in a free life jacket and hope the margin survives. 

There’s a better way. It’s time to stop pitching and start mastering the art of effective negotiation. 

In this fresh, fast-moving session, keynote speaker, author and dealer favorite Marcus Sheridan will use his “Question-First” framework and two decades of personal experience to show you how to transform every negotiation into a conversation of trust, value and shared victory.  

You’ll learn how to control the current instead of just riding the waves, so you never have to “discount your way to a signature” again. 

Prepare for mind-bending roleplays, real-world marine examples and tools you and your team can deploy the moment you step back onto the showroom floor. 

• Discover how to open every negotiation with a crystal-clear roadmap that calms nerves and sets the stage for a win-win outcome 

• Gain tactics for unearthing hidden concerns about price, trade-ins and financing before they torpedo the deal 

• Pick-up ways to move the conversation from “cost” to “total lifetime value” so buyers sell themselves on the upgrade 

• Learn to convert “That’s too much” into forward momentum using question-first reframing techniques and transparent cost storytelling 

• Receive powerful methods to protect margin while leaving buyers thrilled with the outcome 

• Master verbal tone, body language and micro-acknowledgements that instantly boost credibility and lower defenses 

Marcus Sheridan isn't just another sales and marketing speaker—he's one of us. As an investor in a marine dealership himself, Marcus understands firsthand the daily grind, the pressures of meeting sales targets, and the constant challenge of standing out in a crowded market. 

Known globally for his practical, results-driven approach, Marcus has spent over two decades transforming the way businesses communicate, sell, and market. He is the bestselling author of "They Ask, You Answer," a revolutionary framework embraced by thousands of marine companies worldwide, driving explosive growth through radical transparency and powerful customer connections. His latest edition of the book, now entitled “Endless Customers,” was released this year and became an instant national USA Today bestseller. 

Marcus began his entrepreneurial journey straight out of college, building a swimming pool company into one of the most visited and trusted brands in its industry. His real-world experience isn't theoretical—it's tested and proven in competitive, consumer-driven markets. 

Featured by Forbes and The New York Times, Marcus's energetic, engaging sessions have empowered some of the world's leading brands, including Bass Pro Shops, Whirlpool, and Discover. As one of the highest rated Dealer Week speakers of all time, Marcus is known for offering strategies specifically tailored to marine industry professionals who demand more leads, more sales, and greater market impact. 

Today, Sheridan is a partner at IMPACT, a company that helps organizations become the most known and trusted brand in their market by embracing the Endless Customers System. He’s also the founder of Question First Group, a Sales and Leadership training company that has garnered quite a reputation amongst many in the marine industry for its transformative communication training programs designed for sales and leadership teams. 

If you're ready for straightforward tactics from someone who walks the talk, Marcus Sheridan delivers. Prepare your team to communicate better, sell more confidently, and dominate your market in ways you never imagined.