Tuesday, June 7, 2016

What's to Hide?

(0:59) Occasionally, I hear from a marina that wants certain pieces of information removed from their ActiveCaptain marker. More often than not, it's pricing data. They have a variety of reasons from, "We want them to call so we can sell them," to "We don't want them to know." Yes, I've heard the second one a lot.

(0:50) Unfortunately for those marinas, it is 2016. Those old-school tactics no longer work, if they ever did. Today's customers expect, even demand, that they have access to information anywhere, and at any time. If you're not willing to provide it, then rest assured one of your savvy competitors will. Nowhere is this more true than in boating where I might not even be able to phone or email due to poor communications.

(0:37) But you don't have to take my word for it. I covered Google's revolutionary concept Zero Moment of Truth (ZMOT) in a series of Minutes several years ago. You can find the first one here:

(0:32) Boaters, like all consumers today, expect to have ready access to the information they need to make their buying decisions. They want it fast, they want it easy, they want it accurate, and they want it up-to-date. Choose to ignore this and you not only risk losing to competitors who are willing to provide it, you risk creating an atmosphere of skepticism. I immediately wonder why you are not providing the information. What do you have to hide?

(0:19) Imagine a store with no prices. You bring your items to the cashier and he magically rings up a price. Who of us wouldn't wonder, "Am I paying the same as the customer behind me?"

(0:14) Never use "Call for pricing." And avoid using "Contact us for more information," unless absolutely necessary. Frankly, the more transparent you are, the more trust you will build.

(0:09) Make it easy for me to have all the information I need to choose your marina when I need it. Show confidence that what you have to offer provides me with good value. I'll then be more likely to select your marina and that's good for business.

(0:02) And that's the marina minute.