Observations on a fine Fall Morning

I was driving across the 6 mile bridge that I traverse every morning on my way to work in Eastpoint this morning. Otis Redding was singing “Dock Of The Bay” through my truck’s stereo and I glanced off towards the mouth of the 5 rivers that feed this vibrant Apalachicola Bay. I spotted a boat in the morning light and as I got closer I observed it was one of my customer’s boats that we had recently picked up, serviced and delivered back to the Fish Camp where it is stored. They were peacefully at anchor fishing in near perfect conditions.

Fishing Apalachicola Bay

I thought about the changes we have seen in the industry this year and had a sense of pride to be heading to work and opening the gates for another day of “reinvention”.

I say reinvention because we have had to change our model as a business to some degree, to remain in business. First of all I have a service department that has really stepped up and worked hard. I have had to change the strategies of our business in the areas of sales [there weren't many]. Many of our boat lines simply dissapeared over the last year with one of the biggest in the industry [Genmar] announcing just yesterday they wont be reorganizing ,but selling out ,from an an unexpected [by most] bankruptcy declared in June. Consignment sales that seemed like a waste of energy a couple years ago are now a valued part of our new business model.

I have found myself acting as a purchasing agent for a number of folks that are not willing or able to purchase new boats. They trust that I will find them what they are looking for and will reward me with a fee for my services.  That’s the value of relationships working to help make those ends meet.

I have had to find ways to market that did not cost as much but were effective.  No more Yellowpages ads for instance as we discovered our buyers were generally doing their research in front of a computer screen, not a book and a telephone. We have a much complimented, ever changing web site [thanks Mike!], I write this blog, a newsletter,  have nearly daily participation in the owners groups of our most popular boat lines,  I tweet, facebook, use boatradderonline, boats.com etc…..

I still believe in boat shows.  Not as a pressure tool for generating immediate sales [although we certainly wont turn you down], but as a means to introduce folks to boats they have never seen or experienced in person, like our C Dorys and Ranger Tugs, to meet and start a personal relationship with a potential future customer, and to be a part of the industry. I still enjoy the people who enjoy boats, and go out of our way to meet them.  Even at a Waffle House on the way to a show.

We are not out of the woods.  I have a new perspective and we are still in an industry in turmoil.  I dream about this business, and sometimes lay awake.  Winter is coming, and we will work that much harder. I feel a sense of responsibility to my staff, and my customers.  But for now, I suppose it’s business as “unusual”.. I appreciate the support of our customers more than you know.  Without them, there would be nothing to “reinvent” and observe.

Marc