Predictable Sales: Navigating the Tides of the Marine Industry

The unpredictable waters of the marine industry, achieving consistent sales can seem  elusive. We hope with his masterful approach to generating predictable sales, you can break through.

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Charting the Course with a Clear Message

The importance of a clear and compelling message is fundamental, “You have 5 seconds to get your message across.” For marine businesses, this could translate to a straightforward proposition: “We ensure your vessel’s optimal performance, so you can sail with confidence.” This clarity is the wind in the sails of a successful sales strategy.

Identifying the Hero and the Nemesis

Every sailor knows the value of understanding the waters they navigate. In sales, identify  the ‘hero’—your customer—and the ‘nemesis’—the problem you solve. For marine businesses, the hero could be the vessel owner or operator, and the nemesis might be the unpredictability of finding boat repair. “Make it clear who’s the hero and how you can serve them,”. By positioning your services as the solution to the nemesis, you create a narrative that resonates with your clientele.

The Voyage to Trust and Authority

The marine industry thrives on trust and authority, built through a series of value-creating touchpoints. “Be generous. Give away value… create moments of value because then they will become more open to work more with you.”. This could involve sharing insights on sea safety, vessel maintenance tips, or trends in marine technology—each interaction a step closer to a sale.

Sailing Towards Predictable Sales

The crux of the strategy is the transformation of the sales process into a predictable machine. “We want our clients to have 10 to 15 calls on their calendar scheduled per week,” aiming for a conversion rate of around 50%. This means having a steady stream of consultations, vessel inspections, and service inquiries lined up, ensuring a consistent flow of business.

Navigating with a Sales Script

A sailor wouldn’t set out without a map, and similarly, the necessity of a sales script—a blueprint for every sales conversation. “You are never guessing what to do next,”. In marine sales, this script might guide the salesperson from discussing the client’s current challenges to showcasing how your services can lead to smoother sailing ahead.

The Art of Budgeting with The Equalizer

Budgeting in the marine industry can be as complex as navigating through a reef. The Equalizer, a strategic tool that turns budgeting into an art form. “It’s really month by month adapting to your current situation and to your current markets,”. For marine businesses, this means allocating resources wisely—perhaps investing more in high-performance parts one month and in marketing expeditions the next.

Seizing the Opportunity

“We will give 45-minute sales coaching for free,” For marine industry professionals, this is akin to catching the right wind at the right time—it’s an opportunity to refine sales techniques and steer towards success.

Embarking on a Journey of Growth

By crafting a clear message, understanding the customer journey, and implementing a structured sales process, businesses can navigate the unpredictable tides of the market and sail towards a horizon of growth and profitability.

Merrill Charette

Brought to you by 

SHIPSHAPE.PRO – Innovative platform that bridges the gap in marine repair

& 

MIDA.PRO – Marine Industry Digital Agency – Web dev / Marketing

Podcast – SHIPSHAPE INTERNATIONAL OCEAN INSIGHT