Valerie Ziebron returns to the Marine Dealer Conference & Expo
Marine Dealer Conference & Expo
November 16, 2012
Filed under News
ORLANDO, Fla. – Valerie Ziebron, instructor with Yamaha Marine University and service industry expert, gave a presentation to a packed session room on how to make service departments more profitable Wednesday as part of the Marine Dealer Conference & Expo.
A favorite of attendees, Ziebron returned to MDCE after a one-year absence. Her presentation explained the basic foundations of good service necessary before dealers can move into tips on becoming more profitable.
“The way you perform these things – and the way your customers perceive how you do these things is what keeps them coming back for more,” Ziebron said. “No matter how fantastic the cherry on top promotion or special is, without solid, dependable service processes your shop can’t grow.”
Ziebron also provided tips to increase profitability, as well as explained strategies to increase service absorption, which is the percentage of a dealer’s operating expenses covered by service income – a measurement especially important in today’s market.
“When we look at new ideas, be it promotional ideas, process ideas, new hire ideas, it always helps to have a look at them under the lens of what they will do to service absorption,” she said.
Specific strategies to increase absorption included the usage of visual selling tools, increasing convenience and marketing service.
MDCE is being held November 11-14 at Orlando’s Orange County Convention Center and is co-produced by the Marine Retailers Association of the Americas and Boating Industry. For more information, visit www.boatingindustry.com/mdce.