Session Description:

In today’s retail environment, dealers receive leads from OEM, dealer, lender and third-party sites — but many lack the depth needed to close a sale. This session explores how dealers can maximize lead value by partnering with technology providers and marketplace partners that offer enriched online shopping functionalities and consolidate a prospect’s digital engagement into a single, actionable record. Imagine receiving one lead per prospect that identifies the specific boat(s) of interest plus a detailed summary of their pre-lead journey, including webpages visited and completed activities such as estimating a trade-in value, pre-qualifying for financing, calculating payments and chatting with a product agent. Now imagine that the prospect’s financing is pre-arranged so that all you need to focus on is delivering the best possible shopping experience.

With these capabilities and visibility, sales teams can personalize follow-up to match each prospect’s buying intent to turn a lead into a guided selling opportunity that builds trust, speeds decisions and improves close rates. This session will demonstrate new shopping technologies and marketplace experiences and explain how marine dealers can leverage the results from customer experience programs — such as the NMMA CSI Program — to uncover insights from past buyers to optimize the buying experience.