Soton Boat show: pretty awful salesmen

[Jabahutt]

I recently sold my rather lumpen boat for a reasonable wedge and was looking to buy my first new boat at the show. I'd done plenty of shows in the past but was astonished at how witlessly unprofessional the majority of so-called boat salesmen/women were. No qualifying as to what I wanted, when I wanted it and certainly no 'what do you need to know to buy now'. Sure, some folks like collecting brochures and nosing around but surely any half-decent salesperson can separate the chaff from the wheat. The worse were those gelled-hair twits you find busily tapping away on the laptops and ipaddy thingies and totally ignoring waiting viewers and I'm talking mid-range AWB companies here. Even when you got to chat with these fellas they often had limited knowledge and at two stands I got 'I don't know the base price - you'll have to come back later when Mike (or John) gets back from lunch'. I kid you not.
Anyway, I feel better now, but will be seeking out a used boat. More effort, I accept, but a more pleasurable and less expensive option. And, for the record I am normal, wear deck shoes and am quite polite.

 

[westernman]

At the Paris boat show, the people on most of the stands were young good looking and had never been on a boat in their life. They had no idea of anything about the boat they were selling apart from the price and the choice of colours.

 

[[70521]]

Welcome to the forum.

I strongly suspect they did not expect to sell a new boat at the show? I know I could never skip up to the stand, place my credit card on the table and ask to buy a new boat. Perhaps, I might agree to being VERY public and say I had bought a new boat, but that would have been after I had spent several months working with them to get the boat I wanted to my specifications and in doing so might ask for a free item or two in return for the publicity.

 

[Boreades]

That the trouble in all industries with employing people who want to be "senior marketing executives" instead of competent sales folk with (at least) some basic product knowledge. It's the triumph of style over substance, and the ruin of many businesses.

By way of anecdotal evidence, I offer the story of my wife. She started her business life as a junior operational support person. So she had to learn what was in every one of the contracts and all the products, how they were designed, built and costed. She was moved into sales by chance, to help out, with no sales training. In her first year, she was the top sales person. Customers loved her because she was hands-on, knew what worked and what didn't, told customers if what they asked for wouldn't work, and didn't bull**** the customers. Then the company insisted she learnt the marketing sales-speak and toe the party line. Sales slumped. Mind you, she still did end up as Purchasing Director, with a £100M a year budget, but she always hated the Marketing people as useless egotistical gobs-on-sticks. Nothing personal of course

 

[robp]

Welcome to the forum.

I strongly suspect they did not expect to sell a new boat at the show? I know I could never skip up to the stand, place my credit card on the table and ask to buy a new boat. Perhaps, I might agree to being VERY public and say I had bought a new boat, but that would have been after I had spent several months working with them to get the boat I wanted to my specifications and in doing so might ask for a free item or two in return for the publicity.

We did, years ago. (Following the usual proceedure of booking a test sail and agreeing a time limit for the show price). We did however fall foul of the indiferent temporary show sales person, who just wanted to get a sale signed up and ignored the various options and requests we had made. The builders' agency did in fact step up to the wicket afterward and sorted it all out very well but the temp sales person left a sour taste.

It is a difficult issue to have enough personnel to cover all the boats and field enquiries from both buyers and those with a passing interest. I have friends who work each show and who I know are very experienced and will do a good job. However not all temp "sales personnel" are going to be as dedicated. Next time (sadly unlikely), I would politely ask for the attention of a full time sales manager. I'm sure they'd come running.

 

[Zagato]

It's the same with the majority of car salesman - haven't a clue about the product Not surprising when you look at the turnover of staff, they're different every time you go into a place - they struggle to meet the high sales targets set for them I suspect.

On the Cornish Crabber stand the MD was present each day, accompanied by two staff that have been with the company years and a guy that actually owns one. A couple of lads that build them even came up for the day at the crack of dawn to see the stand and show

 

[pen2413]

My thoughts exactly.

I am not in the market for a new boat this year but expect to be in the next few years and as such I looked at all the boats I might be interested in and tried to strike up a dialogue with the salesmen. Few acknowledged me, none knew their products inside out, none asked about my situation, current boat, reason for change, what I was looking for in a new boat etc.. basic sales ability was totally lacking and those who did talk clearly did not know their stuff. I am still waiting for information to be emailed to me a week later.

There appears to be a us-and-them attitude on new boat stands and the staff don't seem to be bothered about selling their boats - a total contrast to the smaller stand holders who are keen, chatty, interested, and knowledgeable.

......and it's an age old question but why go to the trouble to take a boat to the show then put "guard" on it - presumably to keep off the plebs!

 

[[70521]]

On the Cornish Crabber stand the MD was present each day, accompanied by two staff that have been with the company years and a guy that actually owns one. A couple of lads that build them even came up for the day at the crack of dawn to see the stand and show

What a cracking way to go about things. Great to hear that staff were able to meet the public.

 

[Quandary]

You guys are expecting too much, boats are not sold like cars with dozens of salesmen sitting about full time, if they were, the permanent staff costs will double the price of the product. Most builders/importers will have perhaps one permanent sales guy, some may be able to pull in a sub agent from the sticks who knows the boats to man stands at shows, but many have to rely on temps who will have been selling washing machines or similar the week before. These guys are supposed to identify a real prospect and pass him on but most of us like to pretend to be that in order to get attention so it is hard for them. In the old days it was customary for a customer to make a short list then contact the seller in advance for an appointment to view, the sales dept. then knew they they possibly did not have a tyrekicker and put some effort in to the sale. Perhaps it still happens and that was where the real salesmen were? Another problem they have is that all their old customers like to turn up and natter for hours.
The lower cost approach to marketing should hopefully mean that those of us who do buy perhaps do not have to pay so much. When we bought are current boat part of the deal was an arrangement to provide customer information and demo. sails to enquirers from our locality(the agent was in Hamble so we covered Scotland for him), and I enjoyed the days out when doing it, as well as the discount and free sails and gear with which I was rewarded. The customer also had an unbiased source of info. and hours to browse, examine and test things.

 

[Firefly625]

It's the same with the majority of car salesman - haven't a clue about the product Not surprising when you look at the turnover of staff, they're different every time you go into a place - they struggle to meet the high sales targets set for them I suspect.

On the Cornish Crabber stand the MD was present each day, accompanied by two staff that have been with the company years and a guy that actually owns one. A couple of lads that build them even came up for the day at the crack of dawn to see the stand and show

Totally agree, Cornish Crabber got it spot on, you need enthusiasm and to treat everyone seriously. IMO this is the best way to approach all customers, treat everyone as serious buyers, this will mean actual buyers will appreciate the time and you will get most from them. Folk that do just want to have a nose round will very quickly let the sales team know that they are not buyers & that they are just wanting to have a look round which should also be encouraged, it is great when people take an interest in your product whether they can afford to buy it or just want to dream..... takes just a few qualifying questions which can be over and done with quicker than it takes most of the sun glass wearing "manufacturer sales team" lot to either attempt / pretend not to see you, or make excuses for why you can't go on their boat...

I should just add, not all car dealerships are the same, we have 9 people on the sale floor, 8 of them have been with us 8 years + ....

 

[rwoofer]

Agree about Cornish Crabbers. Peter always find the time to talk and is very down to earth.

 

[vyv_cox]

We went to SIBS two years ago specifically to buy a new windlass. At Maxwell and Muir we were able to talk to informed and enthusiastic sales people who clearly knew what they were talking about. At Lewmar we were unable to get the sales people from chatting amongst themselves despite standing around for some minutes, fingering the product and attempting to approach the bunch with questions. We bought a Maxwell.

 

[robp]

You guys are expecting too much, boats are not sold like cars with dozens of salesmen sitting about full time, if they were, the permanent staff costs will double the price of the product. Most builders/importers will have perhaps one permanent sales guy, some may be able to pull in a sub agent from the sticks who knows the boats to man stands at shows, but many have to rely on temps who will have been selling washing machines or similar the week before. These guys are supposed to identify a real prospect and pass him on but most of us like to pretend to be that in order to get attention so it is hard for them. In the old days it was customary for a customer to make a short list then contact the seller in advance for an appointment to view, the sales dept. then knew they they possibly did not have a tyrekicker and put some effort in to the sale. Perhaps it still happens and that was where the real salesmen were? Another problem they have is that all their old customers like to turn up and natter for hours.
The lower cost approach to marketing should hopefully mean that those of us who do buy perhaps do not have to pay so much. When we bought are current boat part of the deal was an arrangement to provide customer information and demo. sails to enquirers from our locality(the agent was in Hamble so we covered Scotland for him), and I enjoyed the days out when doing it, as well as the discount and free sails and gear with which I was rewarded. The customer also had an unbiased source of info. and hours to browse, examine and test things.

Quandry, I think that I accepted most of this in my post. However, when the inevitable temp staff are taken on, they need correct training and be informed as to what is expected of them. They are being paid, in some way, after all. I don't think we can say that a person looking to spend maybe 100K on an AWB, now or in the future, is expecting too much when encountering indiference.

 

[gjgm]

It's the same with the majority of car salesman - haven't a clue about the product Not surprising when you look at the turnover of staff, they're different every time you go into a place - they struggle to meet the high sales targets set for them I suspect.

On the Cornish Crabber stand the MD was present each day, accompanied by two staff that have been with the company years and a guy that actually owns one. A couple of lads that build them even came up for the day at the crack of dawn to see the stand and show

I think the small privately owned companies made the effort, but then they know the product, and in fairness, perhaps are not going to get thousands of folk tramping over their boats over the days.
I suspect though that the high product costs of the small producers must be a real issue in these straightened times. I spent quite some time considering some boats, and it has to be a very simple boat before you start wondering where all the money is going.
Actually,I got pretty close to actually buying a boat, but am constantly surprised how poor these guys are in closing the deal.You might have thought that being so close he would have chased me up the next morning.
No.

 

[John 32i]

When we bought our last boat the salesman's opening line was 'you probably know more about boats than I do' - we dealt with the director after that!

 

[Ex-SolentBoy]

It is a difficult issue to have enough personnel to cover all the boats and field enquiries from both buyers and those with a passing interest. I have friends who work each show and who I know are very experienced and will do a good job. However not all temp "sales personnel" are going to be as dedicated. Next time (sadly unlikely), I would politely ask for the attention of a full time sales manager. I'm sure they'd come running.

Hard to get paid staff, but if you look after your owners it shouldn't be hard to get them to help you.

I, and several other Rustler owners gladly help them each year. We are not sales people, but being owners we generally can tell if someone is seriously in the boat buying mood or not.

We do it because we like talking to others about our passion. I can assure you that the rates we charge are not a financial burden to the builder.

 

[robp]

What a cracking way to go about things. Great to hear that staff were able to meet the public.

Many years ago at the beginning of my career, I learned that end users love to have an engineer demonstrate to them. This was because as a junior audio electronics engineer, retail staff would send customers to me for demos of audio equipment. I eventually moved in to sales and management. With any show in my control I get engineers to attend on the busy days. They can discuss issues, have a good working knowledge of the product and customers trust them and therefore the company. It's good marketing. My guys used to say "we've come up from the engine room"!

 

[Resolution]

Many years ago at the beginning of my career, I learned that end users love to have an engineer demonstrate to them. This was because as a junior audio electronics engineer, retail staff would send customers to me for demos of audio equipment. I eventually moved in to sales and management. With any show in my control I get engineers to attend on the busy days. They can discuss issues, have a good working knowledge of the product and customers trust them and therefore the company. It's good marketing. My guys used to say "we've come up from the engine room"!

This is exactly what we (Landau UK) do with Princess (Motor Yachts). We usually supply one or two engineers for their sales stand. The engineers may not be trained salesmen but they have spent years fitting all sorts of kit to new Princesses and literally know the nuts & bolts of it all and what will fit where.

 

[Giblets]

I gave up going to trade shows years ago for just the OP's reasons. The majority of people on the stands did not show any interest in the visitor whatever only seemingly using the occasion as a monumental p1ss up and a few days off from doing real work!

 

[gjgm]

When we bought our last boat the salesman's opening line was 'you probably know more about boats than I do' - we dealt with the director after that!

It could mean the guy doesnt know much, but it is also a tried and tested bit of flattery, and subtle flattery always means the wallet starts to itch, right !