Best Practices for Your Marina So you’re running a successful marina operation. Now, the question...

Best Practices for Your Marina

So you’re running a successful marina operation. Now, the question is, how do you

make it better?Larry R. Halgren

“Excellence Isn’t Our Goal.”

“It’s where we begin.”

Kellogg Slogan



You’re not in the boating

business - rather you are in

the Recreational Leisure

Industry.

The ValueOf A Service Or

ProductIs Not What You Put

Into It –It Is What Your

CustomerGets Out Of It.

If Your Customer Profits,

You Profit.

Peter Drucker


“Value”

The best marine businesses don’t try to see how little they can give their customers for a dollar; they try instead to see how much they can give. Value is another name for worth! Sometimes a product or service may cost a little bit more. The price of something is always important, but not nearly as important as its “value” to the customer.


Today’s Session Has Three Major Elements.


1. Will improved customer service make you more money and will you have happier customers?

2. New Profit Ideas

3. Lagniappe – (Lanyap) an approach to new customer relations and enhanced customer loyalty.


Element One:

Will improved customer service make you more money and will you have happier

customers?


Who is in charge in your business to

see you make money?

“The Customer

is!”



Customer Service

“Customer Service is just a day-in, day-out, ongoing, never-ending,unremitting, persevering, compassionate type of activity.”

-Leon Gorman, L.L. Bean

Top Five Reasons Customers Go Away!

1. Customers move away from the area. (5%)2. Customers have a friend that gets them to move the boat to a new location near to them, to be together or the friend recommends that the new marina is a fun place or the marina service manager will give them special care ... (5%)3. Price --- Price of the moorage or other items the boater uses such as fuel, having to pay for parking, moorage rates and the quality of the marina dock system. (9%)4. Dissatisfied with the product offered… (15%)5. Indifference by an employee. (66%)


Ways we can make a Customer Dissatisfied with our business!

1. Voice mail2. Don’t return customer telephone calls3. Not open when the customers want to do business with you, but open when you want to be open4. On weekends, do you have your “A” team or the “B” team working?5. Employees that pick up a telephone at the counter and make the customer wait until he is finished with the phone call6. Employees mirror the actions of management7. Lack of employee training


Most Requested Item By Customers? Clean And Well

Serviced Restrooms!



Personal Care Facility

Questions to Ask Your Customers?????


1. What has changed in our business?2. What are our strengths – what do we

do well?3. (Phrase this question to stimulate people to open up) Since nobody is perfect -- What would you change in our business if you had the ability to do so?4. Now ask your employees the same questions about your business and how would they change yourcompetitor next door?

Establish a weekly training program for all employees.

Are employees working at a job or do they have a passion

for their work?

a. Do we have happy customers?

b. Do you talk to your customers?

c. Do they talk to you?

Do you sell “The Experience of Boating”?


Customer Service Auzzie Style!


“Director of First Impressions”


-Do you thrive in a changing, sometimes crazy environment?-Do you like to have fun on the job?-Do you truly enjoy working with people?-Are you professional, outgoing and creative, all at the same time?

You, “The Director of First Impressions,” will communicate effectively over the phone, in person and in writing. Computer proficiency is a must!

We want to hear your ideas on providing AWESOME customer service and creating a “knock-your-socks-off” service environment. If you’re ready to make that lasting “First” impression we want to hear from you. Please send your resume to us right away!

“Director of Outdoor Pursuits”


With all there will be to do at Fun for All Resort and Marina, it’s nice to know thatguests will have help organizing their days.

The “Director of Outdoor Pursuits” willbe available to all guests in schedulingentertainment activities, coordinatingtransportation, travel needs, managingall home and vessel maintenance and carerequests.


Element Two:

New Profit IdeasBest Practices for Your Marina

Quality is a commodity … you have to add value!


Here are some ways to add value:

1. Teach your customers how to use the boats they own.

2. Every new boat should included 20 hours of Captain Bob’s boat training.

3. Every employee should be looking for ways to add value.


Best Profit Ideas1. Charge for slip length and width, not

just vessel length.2. Move from seasonal to annual rates.3. Combine utilities with dock rate

(water/electric/cable/pump-out =1#).4. No subletting clause in moorage

agreement.5. Raise rates regularly, lead the market.6. Safety inspections – sell the service.7. Hazardous waste removal – for a fee.8. Reserved parking for cars – for a fee.9. Rent a customer’s boat as a bed and

breakfast, split the profits.10. Get employees to think like owners.

Best Profit Ideas (page 2)


11. Guarantee payments with a credit card, signature on file – really on file, plus 3 digit credit card code number on back of card.

12. Audit new boats coming to the marina.13. Package services, create a menu.14. Daily charter boats from your marina: charge a per

head fee.15. Increase services – add amenities (storage lockers).16. Teach navigation so boaters will use the boats more

often.17. Charge a premium for deeper draft slips.18. Charge for storage of trailers.19. Improving professionalism will improve profits.20. Offer storage incentives to other boat dealers.21. Gold service – added value-packaging services.22. Get suppliers to sponsor a sailing series for a fee.

Best Profit Ideas (page 3)


23. Install a commercial garbage compactor to lower pick up fees.

24. Sell internet service in your marina.25. Host a boat show at your business. 26. Offer maintenance schedules for boats that spread the

work throughout the week and better utilize your labor. Plus always return a boat cleaner than when you started working on it.

27. Use marina venue assets for outdoor events, concerts, weddings, receptions, birthdays, theme parties and movie filming all for an added fee.

28. Charge short-term parking fees for daily visitors to the marina (who are not boat owners).

29. Create a frequent customer program with real rewards.30. Before you raise moorage rates, raise the level of service

first.31. Publish a newsletter promoting your commercial tenants

who pay you rent and a percentage of sales income.32. Trust No Body!






Create A Tradition Or Theme


• Have A Flag Lowering Ceremony EveryNight During The Boating Season.

• Have Planned Weekend Events.• Hire An Event Planner.• Have Outdoor Movies For Kids And

Adults.• Have A Boat Yard Ball “Formal Event.”• Sponsor A Food Drive At The End of

The Boating Season.

Event Ideas!


• Develop a location for weddings which includes a “Kodak Moment” location.

• On the water music festival, flea market, oyster roast, fish barbecue, fishing derby, seminars, discount hour in your store.

• Fireworks show.• Dock parties.• Cigar dock party.• Sporting competitions.• Rent out your facility.


Clean restrooms with amenity items will make you money. How does it make money? Very few marinas do it so your customers will surely notice, will be impressed and will want to come back.

Promote your business and other tenants on your property that might be paying you rent to have a business on your property.

Items To Increase Your Bottom Line:-Sponsor events that bring people, customers and boats to your marina. -Have a car show or rally ending at your marina-Have a scuba diving contest, oyster or fish barbeque-Have marine accessory suppliers put on a product show with instructions in how to use the latest in electronics or GPS

Use humor to build customer goodwill!



Other Great Ideas!


• If you want clean restrooms, add more lights.• Can you match your telephone caller ID so that

your Marina Management software will display the boater’s name, his boat, and family members (his profile) when he calls?

• Have a first class website, live marina cameras, weather, water temperature, fishing conditions and more.

• Do you charge an environmental fee to dispose of oil, batteries and other items generated by your boaters?

• Apply for permits along with your neighboring marina partners to speed the process and to have a unified front to the agencies.

• Have business cards made for every employee including seasonal help.

• Have a Marine Pro, just like a golf pro, to help people learn how to run, maintain and operate a boat. This should be a profit center.



Safe and Fast Fueling


Customer Service Amenities and Elements that make up the perfect marina property and boating experience!

What does your list look like?


1. Large Marina Berths2. Private Personal Care Facilities3. Always return your phone calls and start with the one you least want to

do first4. Make and support every employee to be a problem solver5. Staff clothing so you customers know who they are6. Personal relationships lead to strong business relationships and customer

loyalty7. Sauna and Massage8. Digital Television, Security and Telephone 9. Courtesy Cars10. 24 Hour Fuel Facility11. Dock Attendants12. Reserved Car Parking13. Boat Valet Service14. Business Center15. Laundry Facilities16. Wireless Internet Services17. Filtered Water System18. Visitor / Guest Moorage19. ATM20. Restaurants and Bars21. Marine Services Including Haul Out22. Marine Brokerage23. Clean Marina

List (Continued)


1. First Class Internet Site and Web Cams2. Newsletter3. Photo Gallery including customer event photos4. Education and Instructional Classes in fishing, boat handling, vessel repairs, diving, directions in

how to use electronics like radar or GPS5. Tennis, Golf, Beach Access, Swimming Pool (onshore or floating), Volleyball6. Heart Defibulator on Property7. Sewage Pump Out Equipment8. Things for Kids and young adults to do, (kids camp, evening movies or electronic game stations)9. Establish a Tradition or Theme specifically for your marina and cliental10. Mini Stay-Vacations, stay on your boat in the marina for a vacation11. End of season have a food drive and donate canned goods to local food bank12. Father’s Day – Joy of Boating13. Beach Tours with educational twist about the environment, sea life, protecting the marina

environment14. Establish a library and have a book loan program.15. Invite guests from other marinas to visit for the weekend16. Have an Online Reservation System, welcome gifts, coupons for near by events or restaurants, list

of local businesses, 17. Add Fresh Flowers to the restrooms, hair dryers, hotel soaps and other vanity items, hand towels,

baby changing tables, laundry facilities, sauna18. Sponsor a Fishing Tournament, guides, tackle, fish cleaning stations, fish storage, freezer or

coolers19. Dock Hop Dinner, Wine Festival, Church Service, Auctions, (get boaters to interact with each

other)20. Understand Your Customers, know your clients, get your staff to bring you ideas for improvements

or changes they hear from the clients21. Develop an Outstanding Newsletter full of things about your clients or tenants leasing space in

your facility. Pictures of birthdays, dock parties, business promotions or demonstrations, wedding announcements, fishing results, seminars, boat shows, boating courses

22. Landscaping Improvements, trees, water fountains, signage, flowers, recycle bins, wind, tidal and solar charts, green chemicals, collection of dangerous chemicals for disposal

23. Bike Rental Program with helmets 24. Boaters’ Lounge, picnic tables, barbeques, coffee, shade, or cover from rain 25. Provide for Lagniappe!


Element Three:

Lagniappe – (Lanyap) an approach to new

customer relations and enhanced customer

loyalty.


Lagniappe – (Lan-yap)

A Cajun / Southern Louisiana term meaning something extra, unexpected, a gift, or a bonus, something special for your customers.

In a competitive environment it’s good to remember that

little things make the difference … but the

difference is no “little thing”!



“CONCEPT”Lagniappe (lanyap) – Cajun word that means:

“a little something extra”“a little something more after the recipe is done”

Three rules of Lanyap1) Random and unexpected2) Goes above and beyond the norm3) Invites the customer to play

(free meal to someone who had a good time in your restaurant)

(movie – “pay it forward” concept)Test of Lanyap

Take the idea one step beyond what you would expect, then go one stepfurther, then you have Lanyap.This concept only works for 90 – 120 days and then you have to stop or the customer will expect it.

Do not continue to the point of expectation.Something no one expects – random and unexpected.Photos or food – people love pictures and food.

Examples of Lagniappe!

Free dog biscuits for a patron’s dog.Free pens or calendars.In a restaurant, a complimentary sampler.Chocolate sauce on an ice cream cone for free.Hotels that offer a warm cookie when you check into the hotel.The toy in a Cracker Jacks box.Free drink stamp on the back of your business card.


Lanyap Ideas (Continued)


• Buy newspapers and give them out to your moorage guests or at random to people on boats on Sunday.

• Give lessons on how to tie up or operate a boat (spouse as well).

• New boat owner have food and flowers delivered to the boat before they arrive. Take pictures of the family enjoying the boat or leaving the dock for the first time. Give them a copy of the photo when they return – FRAMED.

• Go out and clean someone’s boat at random and leave a nice note thanking them for being a great customer.

Find the little extra something you can give to your clients. Surprise them occasionally. You are going

to find that not only will they appreciate what you do for them,

but they will tell other boaters what you do for them also. This is the best form of advertising and it costs you nothing. You’ll find a terrific relationship based upon

your culture of “a little something extra” and you will own your

customer!


Words To Live By In Our Industry!

Treat Every Customer Like A Close Family Friend.

It Costs A Lot of Money To Run A Terrible Marina.

Train Your Employees Daily.

Always Provide Your Customers With Something More Than They Expect.


“Boats” Don’t Spend Money“People Do”!


Be Unique or Be Forgotten!

Indifference ~ Is The Key That Kills Every Relationship

What Are The Two Most Important Days In A Boater’s

Life? Saturday and Sunday!

Final Thoughts!

My Lanyap Gift to you!

Vanilla

Red Ant Herman &

MarthaConcept courtesy of Allan Hurst

Questions?

Larry R. HalgrenP. O. Box 4098Bellingham, WA 98227Telephone 360.961.3344E-mail [email protected]


mailto:[email protected]

mailto:[email protected]

http://www.halgrenassociates.com/

http://www.halgrenassociates.com/

Next Speaker will be arriving very soon!


Date post:	19-Dec-2015
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Best Practices for Your Marina So you’re running a successful marina operation. Now, the question...

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