(1:15) No matter how good your ratings are, every savvy business needs a strategy for generating more reviews. The basic goals should be twofold, increase the sheer number of reviews and constantly generate new reviews.
(1:09) Having a large number of reviews accomplishes two things. First, they minimize and even negate the effect of an occasional negative review. Every business will eventually receive a negative review. It also lends more credibility to your positive reviews. Let's face it, see one great review and you think “It could be their mother,” but see 10, 20, or more and you think, “Wow, this must be a great place.”
(0:59) It is also important to have reviews that are fresh so boaters know that your are still a topnotch marina. New reviews will tend to hold more weight. So while having a history of positive reviews certainly bodes well, if you do not have relatively current ones, boaters may wonder if you are still maintaining your high standards.
(0:50) So what's the best strategy for getting more positive reviews? Simple. Ask.
(0:48) This suggestion makes some uncomfortable. It shouldn’t. A boater who has had a good experience is often happy to help out businesses they like. The reality is you only need a small percentage of boaters to write positive reviews to have a big impact.
(0:40) Make sure you are capturing the low hanging fruit. Do you have long term or repeat customers that you've developed a good relationship with? Tell them you are developing your online presence and ask them to write a review. You may be surprised how many are willing to help out a business they respect and like.
(0:30) If you've had an interaction that was significant, a large maintenance project, an employee who went above and beyond, for example, ask if the boater was satisfied and would be willing to write a review.
(0:25) Of course, anytime a boater sings your praises, thank him, and remind him to write a review. Make it easy and you'll be more likely to get a positive response.
(0:18) Your Welcome Packet should include a message from management letting boaters know you strive to provide a positive experience. Provide a phone number or email that will be responded to, so if a problem does arise it can be resolved prior to them writing a review. Explain to them that your business depends on the word of mouth of happy customers and tell them you hope they will leave a review.
(0:05) There is absolutely nothing more important to your continued success than positives reviews. Don't leave it to chance.
(0:02) And that's the marina minute.
(1:11) Amazingly, we've occasionally received over-the-air TV from Miami, FL while anchored in the Exumas, Bahamas. If you have followed my Minutes, you know I love real world examples of points I'm trying to make.
(1:05) As we caught up on events, I was struck by an ad for Phoenix University that was being run repeatedly. If you are outside the US or don't usually watch TV, I would imagine you can find it on YouTube.
(1:00) The ad used the well known song from The Wizard of Oz, "If I Only Had a Brain", with a change-up on the words. It was a terrific use of a familiar tune combined with an interesting female voice. I literally can't get it out of my head.
(0:53) The reason I bring it up here is that I think they did a masterful job of finding and presenting how Phoenix University is different.
(0:49) There is no question that online education will continue into the future, but like all dramatic changes in paradigms, it needs to prove its worth. Rightly or wrongly, online degrees are still seen as second best. I've no doubt that Phoenix University is struggling with that. How do you compete with traditional brick and mortar universities? You don't, you figure out how you are different.
(0:37) Wisely, they realized the key is convincing potential employers of the worth of their graduates. Remember, these are not silver-spooned kids attending school on their parents' dime.
(0:32) So the ad focuses on what is different about the Phoenix University students verses students attending a traditional university. They show a variety of vignettes of hardworking students juggling jobs, kids, and other responsibilities, while working on their degree.
(0:24) To me the message was that these people bring so much more than just a degree. They bring hard work, determination, life experience - the things that can not be taught. In fact, I believe the final line is: "A degree's, a degree, you're going to want someone like me. That's if you've got a brain."
(0:16) It was targeted. It was hard hitting. And it was believable. I found myself thinking, I'd rather hire that waitress grabbing some study time than a fresh-faced graduate.
(0:11) They set out to show potential employers how their students are different in a way that is better. They convinced me and I bet they convinced others as well.
(0:06) The lesson, find out what makes you different from your competition and present it in a unique and memorable way. Use that difference to drive more business to your marina.
(0:02) And that's the marina minute.
(1:07) Properly setting your pricing structure is a critical part of your marketing and sales strategy. Pricing too high will reduce, and possibly eliminate, your value to potential customers. Pricing too low can be equally damaging.
(1:00) Setting your price too low, or indiscriminately discounting, will send the wrong message to your target customers and may attract the wrong segment for your marina. In addition, it will reduce available revenues for maintenance and improvements which can lead you down a terribly slippery slope.
(0:50) It is easy for the naive marketer to rush to a price reduction when he needs to increase business. Don't get me wrong, well thought out discounts, as part of a larger marketing plan, can be very powerful.
(0:43) Unfortunately, discounts are too often knee-jerk reactions to lagging business. And they are often done without understanding why boaters are not choosing your marina. Hint, price may have nothing to do with it.
(0:38) So your first step is to know who is your target customer and to understand those customers' needs. Then fill in and enhance your offerings to better meet those needs. Set your pricing structure to create compelling value for those customers. Finally, discount wisely to fill in slack times, attract new customers who fit your target profile, and encourage boater behavior that enhances your marketing plan.
(0:25) An easy example is weekly and monthly pricing. A great way to tell boaters that you are a destination worthy of a longer stay is to offer attractive weekly and monthly rates while keeping your daily rate stable.
(0:19) Make sure you do not become a One Hit Wonder. One of the biggest dangers of deep and indiscriminate discounts is attracting boaters who's sole criteria is a low price. Using a discount to bring a boater in once is not a good use of resources.
(0:12) The ideal discount will attract new boaters to your marina that meet the criteria for your target market. These are the boaters who will then be attracted to the value that you bring, even when your prices are not discounted. Bringing boaters back is where you will find real success.
(0:02) And that's the marina minute.
(1:11) It's your birthday, anniversary, or some other special event in your life. You decide to celebrate by going out for a nice dinner. You know you're going to spend a lot of money but it's a special occasion.
(1:05) Now imagine that the meal was nutritious and satisfied your hunger but was rather bland and uninteresting. The server was obtrusive or neglectful. The setting was plain and the chairs uncomfortable.
(0:59) One could argue that you got what you paid for, a meal that satisfied your nutritional needs. I would argue that you would come away dissatisfied and might well write a bad review of the restaurant. I can even see you writing, "We had a bad experience and will not return."
(0:51) We purchase products and services because of what they do for us and the experience they create. Further, when we make the purchase, we have an expectation of what that experience will be. Meet that expectation and I am satisfied. Fall short and I am unhappy. Exceed and you've create the world's best salesperson.
(0:41) It is critical that you understand the experience that boaters are expecting when they come into your marina. Then be able to position your marina to deliver that experience.
(0:35) Take time to think about the whole experience of a boater coming to your marina. Move beyond the specific attributes - docks, a certain approach depth, laundry, etc. - and think about what those attributes deliver to the boater. How does a boater feel? What desires are you satisfying? What do they really want? You need to get into the boater's shoes.
(0:23) Read reviews, both yours and those of other marinas. Find out what boaters compliment and complain about. Listen carefully when a boater comes in to complain and understand why they are unhappy. It's only when you understand the why that you can finally fix or mitigate the problem.
(0:13) Find new desires that are not being met. Discover how to meet the desire, improve the experience and then promote that to your potential customers.
(0:08) If you can understand your service in terms of the experience it provides to the boater, then you can work to improve and promote that experience. And that will mean more business.
(0:02) And that's the marina minute.
(1:08) Maybe you don't have a pool or floating docks or a city with nightlife nearby, or some other desirable feature at your marina. I've heard marina owners and managers use this as an excuse why they don't have better reviews, happier customers, and more success. I say, stop whining.
(0:58) Stop complaining about what you don't have and focus on making the most of what you do have! That is what will lead to more success.
(0:54) I was reminded of this by an email I received from a boater friend. He was reminiscing about the wonderful time we had at Great Harbour Cay Marina in the Berry Islands, Bahamas. He was responding to the Minute I did on Finding Yes. He wrote:
(0:45) "Your GHC pizza story got me thinking about what Hans accomplished last year. He, and of course the staff, managed to turn some older concrete docks, four people, three small bathrooms, and a handful of old wooden picnic tables into a destination resort!"
(0:37) He couldn't be more correct. Hans and his staff took what they had and made it the best it could be - better then most people would have been able to imagine. And there's an even better upside.
(0:30) Their success in 2015 gave them increased revenues. So Hans used those revenues to add enhancements. They now have a beautiful gazebo with lovely tables and seating, and a bakery/deli on site. For 2016 there's a waiting list to get in. And they continue to look for ways to make their marina better.
(0:20) Are you making the most of what your marina has to offer? There are often simple, inexpensive things you can do to improve what you have. A smiling, friendly, and helpful staff comes to mind. Your docks may be old but are they well maintained. There may not be funds for upscale bathrooms but keeping them clean is more important.
(0:09) So before you complain about the amenities you wish you had, turn a critical eye to what you do have and make sure it is the best possible. This can bring you more business which can give you the funds to make improvements for the future.
(0:02) And that's the marina minute.
(1:06) There are commonalities to every customer service experience no matter what the industry, the quality of the product or service, or the medium used to deliver it.
(1:01) I often examine the various customer service experiences I have day to day. It might be a meal at a restaurant, a product purchased at a store or online, or a phone or email exchange with my credit card company or bank. It could be my interaction with a marina.
(0:52) If you have followed my Minutes for some time you will probably recall I have used these experiences to help make some of my points - Hertz and Chewy.com come to mind. Chewy hit it out of the park, while Hertz fell miserably short.
(0:45) Take a little time to examine the customer service experiences you encounter each day. A quick mental note as you leave the grocery store or restaurant - on a scale of one to ten how satisfied were you and why? What could they have done better? What did they do right? Did they exceed your expectations in some way or fall short? How?
(0:34) I believe doing an exercise such as this will bring home the essence of good customer service. I also think you might be surprised at how subtle the things can be that distinguish good from mediocre and mediocre from bad customer service.
(0:26) When you do encounter that inevitable bad customer service experience, think through how it could have been done differently. How could the problem have been avoided? How could it have been turned around? How would you have handled the aftermath?
(0:19) It is easy to become numb to the encounters you have day after day in your own industry. I think that by stepping out into other areas, ones that have real meaning to you, you can gain a fresh perspective. It can remind you how you feel when an encounter goes well, or not.r every day.
(0:09) It can also generate fresh ideas as you consider how to bring your positive experiences into your own customer service model. Never lose an opportunity to examine and learn from the customer service experiences you encounter every day.
(0:02) And that's the marina minute.
(1:04) Last week at the Miami Boat Show, the biggest announcement in our history was made. C-MAP, one of the largest producers of digital, worldwide charts, announced they will be integrating ActiveCaptain into their most popular C-MAP charting products. This is big. Really big.
(0:57) It took ActiveCaptain 8 years to gain a quarter of a million users, and we are proud of that milestone. However, the C-MAP announcement puts ActiveCaptain onto the screens of 600 models of chartplotters. Not 600 devices but 600 models. That translates into over a million new devices that will display the ActiveCaptain data. It will include new models and older, legacy ones as well.
(0;46) The list of supported devices will include most of the chartplotters from Simrad, B&G, Lowrance, Raymarine, Sitex, Humminbird, Standard Horizon, and many others. Virtually no boater will be left behind.
(0:40) At last year's Miami Boat Show Furuno announced the first chartplotter to incorporate ActiveCaptain data. At that time I wrote:
(0:36) "It's quite a win for us but it's a win for you as well. Now boaters will be able to access all of the wealth of ActiveCaptain data right at their helm as they plan their voyages and as they are underway. Integrating ActiveCaptain's vast database of marinas, boatyards, anchorages, hazards, and local knowledge with the sophisticated features of high-end chartplotters brings everything the boater needs into one place."
(0:24) C-Map will begin releasing products with the new content and functionality with their spring 2016 catalogs set to be released in March. You can see their official news release here:
http://activecaptain.com/news/ActiveCaptainPRv5.pdf
(0:20) With so many more boaters gaining access to the ActiveCaptain data, now is the time to ensure that all of your data is accurate and complete. And don't forget boater reviews. Never miss a chance to ask your customers for an honest review. Nothing is more important than lots of good quality reviews. Every one of those reviews will be on the chartplotter that guides each boat into your facility.
(0:09 ) This announcement allows us all to reach new heights with many, many more people now accessing the ActiveCaptain data. If we had a hand in bringing boaters to you before, our influence will now be 5 times greater. Review your data and don't ignore this opportunity to get into the helms of more boats.
(0:02) And that's the marina minute.
(1:03) One key to successful marketing is being able to accurately define your target market - that boater who is destined to be your customer. Understanding who these boaters are and why they come to your facility can help you focus your efforts. How can you find and attract these critical customers?
(0:54) Know your current customers
Keep track of information about the boaters that are already using your services. Boat type, size, transients or long term, and what services they use are all things you should readily know. Now think even further. Are they DIY'ers, leave it and forget or somewhere in between? Do they travel a long distance or are you the closest option? Is social interactions important? Are they families with children or retirees? The possibilities go on and on. The more information you can gather about the boaters that are already using your services, the better you can target new customers.
(0:33) Ask how they found you
I've done whole Minutes on this idea and I am still amazed at the number of marinas that do not find out what brought a boater in. From a purely practical standpoint it allows you to stop wasting your money on promotional activities that are not working. It also allows you to put more efforts into the ones that are. It can provide insight into their interests and habits. Always ask a boater how they found out about your facility - always.
(0:18) Ask Them to Write a Review
While any positive review is good, reviews from boaters who fit your target market can be even more powerful. They are more likely to touch on the factors that will speak to that target market.
(0:03) Following these simple steps can help you define and leverage your target customers. And that can lead to more business.
(0:02) And that's the marina minute.
(1:02) I recently ran across the follow piece by Mark Sanborn, president of Sanborn & Associates, Inc. Being married to a highly creative person, it is easy for me to fall into the traps he describes. I generally don't think of myself as creative, so it's good to be reminded that creativity is in reach for all of us.
(0:52) 5 Things You Need to Know about Creativity
(0:51) 1. It is a muscle, not a muse.
Creativity is developed from effort. The more you exercise your creativity, the stronger it becomes.
(0:48) 2. Persistance trumps passion.
Rarely is great creativity accomplished quickly by passionate insight. More often it comes after much deliberation, labor and false starts. Passion is good, but persistence is more dependable.
(0:42) 3. Not everyone can be a genius, but anyone can be better.
I was never good enough to be a starter on my junior high basketball team, but I still play hoops in the driveway with my sons. Few achieve pro status in the world of creativity, but the rest of us can continually improve and learn to not only use the process but enjoy it as well.
(0:32) 4. The most important ingredient is effort.
The next time you hear someone say, "I'm just not creative," ask them how they know. People often let a perceived lack of ability prevent them from even trying. Reframe creativity to attempts, not just great successes.
(0:25) 5. Tools are everywhere.
The world is a sensory rich environment. You can get fantastic ideas for your work just by paying attention to what’s going on around you. Great writers of dialogue aren’t just making it up; they get their ideas from listening to what lots of different people say. Notice and note the interesting things you hear and see, whether the use of color, a turn of a phrase or a surprising element added to a familiar situation.
(0:12) The last point is something I do all the time. Most customer service interactions I have - at a marina, a restaurant, on the phone with customer support, anywhere - I analyze what was good and what could be better. This little exercise has taught me volumes about great customer service.
(0:04) So don't hesitate to exercise your creativity muscle to find ways to bring in more business.
(0:02) And that's the marina minute.
(1:06) The concept of a Unique Selling Proposition was first put forth in the 1940's by Rosser Reeves, a pioneer in television advertising. The phrase has largely been replaced with the term "positioning." I find the older phrase more descriptive and thus more useful.
(0:58) My favorite definition is from the Entrepreneur website: The factor or consideration presented by a seller as the reason that one product or service is different from and better than that of the competition.
(0:52) The key here is "different from and better than". I love the emphasis on being unique. And love even more a quote from entrepreneur and marketer Corbett Barr, "Companies often strive to be the best, but the first thing they should do is merely be different."
(0:43) This is not to say that being the best isn't a good thing. But all good businesses strive to be the best.
(0:40) If you are competing merely on being the best, you continually run the risk of being overtaken by your competition. However, if you find a way to be different from the competition, in a way that is meaningful to a segment of boaters, then you have essentially eliminated the competition.
(0:32) How can you begin to discover what your Unique Selling Proposition should be? Here's what Entrepreneur recommends:
(0:29) - Put yourself in your customers' shoes: Step back from your daily operations and carefully scrutinize what your customers really want. The answer might be quality, convenience, reliability, friendliness, cleanliness, courtesy, or customer service.
(0:21) - Know what motivates your customers' behavior and buying decisions: You need to know what drives and motivates customers. Go beyond the traditional customer demographics, such as age, gender, race, income and geographic location that most businesses use to analyze sales trends.
(0:12) - Uncover the real reasons customers buy your product instead of a competitor's: As your business grows, you'll be able to ask your best source of information - your customers. You will be surprised how honest people are when you ask how you can improve your service.
(0:05) Discover how you can stand apart from the competition in a meaningful way and you will see more business.
(0:02) And that's the marina minute.
(1:09) Being the best marina or boatyard isn't enough. Boaters have to actually believe that you are the best. Of course, you could simply tell them you're the best but frankly they're unlikely to believe you.
(1:02) While it has always been the case that customers are skeptical of what a business says about themselves, it is more so today. The advent of online reviews, Facebook, boater blogs, and a myriad of other ways that consumers now share their experiences makes it far easier to find out what others think of a business.
(0:51) Today, if you're going to make a claim you'd better be prepared to prove it.
(0:49) Don't think you can fool boaters with beautiful pictures and flowery prose. And if you think you can point to an "expert", be careful. As the line between advertising and the editorial content in magazines, guidebooks, and other traditional media continues to blur, boaters have become only more skeptical.
(0:39) The key is providing your potential customers with real information backed up by reviews from your actual customers. A testimonial page may peak my interest but you'd better be able to back it up with an unbiased source as well.
(0:32) Make sure your claims are concrete. For example, You might state, "We're the ideal location for provisioning your boat." Then back it up with, "A grocery store, hardware store, etc. are a 10 minute walk." Or "Use the courtesy car to visit the local Publix, Walmart,..."
(0:22) But mostly make sure your claims are real and supported by the boating community. After all, it’s easier to convince people that what you say about your business is true if it really is.
(0:15) Before you start promoting the advantages of your marina take the time and money to invest in making sure all aspects are top notch. You will typically have one shot to prove your claims. Don't put yourself in the positions of needing to convince boaters they are mistaken about what they believe to be true.
(0:04) Give boaters real advantages with concrete proof and you'll see more business.
(0:02) And that's the marina minute.
(1:17) Marketing today has become almost obsessed with Customer Service, how to teach it, how to measure it, how to improve it, and even defining what it is. Customer service is important to every type of business and doubly (triply) so to a service industry. I think it is more true today than ever before.
(1:07) Much of this is due to the dominance of the internet and the ease with which customers are able to share information. Review sites like ActiveCaptain, Amazon, and Trip Advisor have both satisfied and fed the desire of consumers to find more reliable information about the products and services they buy. But what does that really mean to boaters?
(0:58) Unless an encounter is outstandingly good (or bad), I rarely hear boaters talk about how the customer service was at a marina. Instead, what they describe is an experience. The combination of the amenities, staff interactions, other boater interactions, etc., that made up the whole of their experience.
(0:50) Recently I read a description of an "Aha" moment from Westin Hotels. They realized that what they were really selling wasn't a room with internet access and a good restaurant. The most important experience for the customer was a good night's sleep. So they improved the beds, linens, pillows, any aspect that could lead to a better night's sleep. And it paid off.
(0:39) Think about the experience a boater is looking for when they come to your marina. Be able to define that experience and then understand what components go into that experience and how to make it better.
(0:34) Remember, there is no one size fits all here. My experience at one marina can be very different than my experience at another. An example might help.
(0:30) The experience I want at Coinjock Marina in Coinjock, NC is a secure spot where I can easily pull in for the night and quickly leave in the morning as I move along the US ICW. Boaters were getting just that experience as they pulled in each night but the mornings were typically a bit chaotic as boaters attempted to squeeze out of their spots. The owner starting having staff on hand to assist during the morning departure times. The boaters experience improved and so did the reviews.
(0:14) For other marinas the experience might be a destination location, a safe haven from a storm, or a resort vacation. If you're not sure what your experience should be talk to boaters, especially ones that are repeat customers. Find out what it is that brings them back.
(0:07) You are not defined by your list of amenities and features. Understand the experience you provide boaters. Then work to improve and promote that experience. You'll see more business and more positive reviews.
(0:02) And that's the marina minute.
(1:15) Early in our marriage my husband and I started a tradition. Some time during the first week of the new year we would sort through all of our paper files from the previous year. We would discard, organize, and store the mass of bills, canceled checks, and other items we had received the year before. It was amazing how much paper was there. Of course, that was before most of these things were done electronically.
(1:00) Not only was it a way to keep things from getting out of hand, it was a time to look back at what has transpired and use that information to plan forward.
(0:56) When was the last time you took stock of your marina?
(0:55) Every business should have a time when they can go through a similar exercise. If the new year is your busy time then pick a time when you typically have a lull.
(0:50) Gather the statistics you have collected over the year. It should include the more traditional measures such as revenues, assets, and costs. But just as importantly it should include boater feedback, events and highlights, changes in boater profiles, and insight from your staff. Don't forget one of the most important statistics, how are boaters finding you?
(0:36) By looking beyond the traditional accounting numbers, you will find new opportunities that are emerging and stop expending resources on areas not providing a return.
(0:31) Items that are often overlooked are:
(0:30) - Boater Reviews. Are they improving, declining, or holding steady? What are the most common complaints and compliments?
(0:25) - Boater Demographics. What type of boats are you seeing - trawler vs sail vs sport fish, etc.? What size boats? Where do they come from? You should even look at boat manufacturers. Have the ratios changed in any significant way?
(0:17) - Boater length of stay. What are your nightly, weekly, monthly, seasonal, and annual ratios? How does this change by season? What percentage are return boaters vs first time visitors?
(0:010) If you can't produce some of this data then now is the time to put procedures in place so that you have them for next year.
(0:06) It is only after you know where you have been, that you can look forward and plan for where you are going.
(0:02) And that's the marina minute.
(0:48) This week we come to the end of another year. It's been a year of many changes for us, both professionally and personally. We finally cut the last of our land ties by selling our house in Maine. We're now living onboard, full time. We experienced phenomenal growth with ActiveCaptain on all fronts. We're seeing our partner marinas increasing their business as we've helped them bring in more boaters.
(0:40) I like to pause this time of year to look back at accomplishments, setbacks, joys, and disappointments. What we experience ourselves is where many of my Minutes come from.
(0:34) As I've looked over the Minutes of the past year I selected my 3 favorites. Each one holds a lesson we all need to make sure we have learned. Now's a good time to re-read them or check them out if you missed them.
(0:26) Finding Yes, March 31, 2015
It's the foundation of good customer service to meet your customers' needs and desires whenever possible. What better way than to tell them, Yes?:
http://www.themarinaminute.com/2015/03/finding-yes.html
(0:18) Preparing for Luck, April 7, 2015
Many hope and wait for luck to find them. Meanwhile, opportunities pass them by. Make sure you are prepared to be lucky:
http://www.themarinaminute.com/2015/04/preparing-for-luck.html
(0:11) Glitz vs Reality, June 2, 2015
Setting realistic and obtainable expectations for your customers is key to customer satisfaction. Hype may bring them in but you have to deliver to keep them coming back:
http://www.themarinaminute.com/2015/06/glitz-vs-reality.html
(0:04) Wishing you much success in 2016!
(0:02) And that's the marina minute.
(1:00) OK, OK, I know I did a Minute entitled "Finding Yes" were I talked about the importance of finding ways to satisfy your customers. In a perfect world you would be able to say "Yes" to every request you received. But, alas, that is not realistic.
(0:51) There are times when you are simply unable to meet a boater's expectations no matter how hard you try. Too often I see marinas shy away from saying "No" in these situations. Often, they are reluctant to turn away the business.
(0:43) But telling a boater "Yes" when you should tell them "No" can cause you far more economic loss.
(0:39) When you tell me "Yes" you have created the expectation that my wishes will be met. While a boater might be disappointed if he is told "No," having an experience that is less than expected will make him unhappy. And that is worse.
(0:32) Negative reviews happen when a boater's experience is less than the boater's expectations. I honestly can't say this enough.
(0:28) So if my boat's draft won't let me comfortably make it to your fuel dock or my boat yard project can't be finished when I need it or some other request cannot be met by you, tell me "No."
(0:21) By realistically setting my expectations from the start I can choose to move on. Or I can choose to come in at high tide or modify my project or return at another time when you can satisfy my needs. In each of these situations you have avoided an unhappy customer and possibly a negative review.
(0:13) Be realistic about what you can do to satisfy a boater's need. And if you can't, then be forthright and explain your limitations. Invite them to come back when they can use the services you do provide or when you are better able to serve them.
(0:06) In the long run you will generate goodwill, avoid unhappy boaters, and actually receive more business.
(0:02) And that's the marina minute.
(1:07) One secret to excelling is having a passion for what you do. I've recently seen two instances of this. Instances where someone felt a joy and a commitment to providing us with an extraordinary experience.
(1:01) The first involved a gift of a dinner out. My husband and I do not eat meat, so before venturing out to a new restaurant we always check out the menu online to ensure we can be accommodated. In reality it is rare that we don't find a non-meat option, so we simply went to the restaurant without a second thought.
(0:53) We found the restaurant warm and inviting. The waitress was one of the best we have seen. But of course, the menu was completely devoid of meatless alternatives. Demonstrating that rare sense of being in tune with her customers, the waitress asked if we were having a problem with the menu. When we explained our situation she smiled broadly and exclaimed, "That's no problem. Our chef loves a challenge. Let me go talk to him - he'll create something just for you."
(0:43) She later appeared with an artfully arranged plate of a variety of seasonal vegetables. Each was individually prepared to bring out the best flavor for that vegetable. It was one of the best meals I have eaten. Then to top off the experience, the chef arrived at the table to ensure we were pleased and had enough to eat. He showed impressive pride and joy in his creation. We left feeling exceedingly special and told others who rushed the next night to ask for the same special creation. This chef showed a passion for cooking.
(0:32) Our second experience was having work done at a boatyard. Let's be honest - having work done on one's boat is never the highlight of the boating experience. This time we found a mechanic that treated our precious John Deere engines like his own.
(0:25) He not only performed the work we requested with skill and speed, he looked around to ensure all was well and pointed out several small issues that should also be addressed. I know you're thinking he was simply looking to add to the bill. But it wasn't that way.
(0:17) Most were items we could easily handle ourselves with a couple that took very little time. There is no doubt he saved us larger bills down the road. What was important to him was an engine that would work near flawlessly. He felt pride in knowing he had sent us on our way safely. He showed a passion for engines.
(0:09) When you have pride, joy, and, yes, passion for what you do, it shows. Treat every boater experience like it was your experience. Give them more than they expect and they'll give you more business.
(0:02) And that's the marina minute.
(1:11) It is a rare 5 star review that does not mention an exceptional staff. It is no surprise to me. How can any experience be truly 5 star if it includes inattentive, incompetent, or nonexistent staff?
(1:05) The tone for every transient stay is set by those first interactions, from hailing on the radio to grabbing my lines to tying me safely to the dock. Follow that with a friendly greeting and a knowledgeable dockhand and you are well on your way to a satisfied boater.
(0:58) By contrast, I have seen many reviews that state that while the marina was lovely and the location superb, a star (or 2) was removed because the staff was unfriendly or couldn't be raised on the radio. There is simply no reason for this.
(0:51) Renovating bathrooms and upgrading docks can be costly endeavors. While a smile and a helping hand costs nothing. Make sure that every aspect of the boater's interaction with you and your staff is extraordinary.
(0:44) How? Start with your staff.
(0:42) Lead by example. Great customer service starts at the top. Treat your staff the way you want them to treat boaters. Not only will you be showing them how it is done, you will be creating a more satisfying work environment. After all, it's easy to be friendly and helpful when one is feeling happy and satisfied.
(0:34) Give them the training and support they need. Ensure everyone knows the proper way to communicate on the radio, how to tie a line, and what the issues might be when approaching the marina. Arm them with the resources required to satisfy the customers needs. Information about marina amenities, nearby attractions, emergency resources, and even local knowledge about weather and water conditions is invaluable to someone who is new to your marina.
(0:24) Make the goals clear. To perform a job exceptionally you must first understand the scope and expectations for that job. Make sure every employee knows what their job entails. Be specific. It's easy to think dockhands simply handle lines to bring a boater safely to the dock. An important job indeed but they are also greeters and ambassadors. They are that first impression your mother taught you about.
(0:15) Discuss and reward performance. Exceptional customer service is not something you setup once and forget. Use your reviews to understand where you are doing well and where you need to improve. Give that feedback to your staff so they can improve. Acknowledge instances of exceptional service and use those instances when you fall short to learn and become better.
(0:06) Work together to make every boater's experience is exceptional and you'll be rewarded with repeat business and 5 star reviews.
(0:02) And that's the marina minute.
(0:45) It's Thanksgiving week here in the US. It's a time to stop and reflect on the many good things in our lives. I know I'm thankful for my husband, my dogs, my family and friends. I'm thankful I can live on my boat full time and be a part of this wonderful cruising community.
(0:39) I'm thankful for the many, many scores of boaters who support what we do with ActiveCaptain. They share their knowledge and experience to make the entire community better.
(0:34) I'm thankful for the marinas that support us directly, through their own contributions to the ActiveCaptain data, and by acknowledging and acting on the feedback boaters provide them.
(0:29) There's a new feedback loop of boaters sharing their experience with other boaters and the marinas. Marinas are listening, responding, and then working to be better. It creates one of those rare instances when everyone wins. Boaters have better choices, marinas have more business, and the boating community grows.
(0:21) What are you thankful for?
(0:19) Don't forget to thank the boaters that support you through their visits and reviews. Thank them verbally. Thank them through your kindnesses. Always thank them for their feedback.
(0:14) Whenever a boater writes a review use the private messaging feature to send a personal thank you:
https://activecaptain.com/sponsors/captainMessage.php
(0:10) I thank you for reading my Minutes, for supporting our work, and for welcoming us as boaters into your marinas.
(0:07) It's easy to become caught up in the day to day worries, problems, and aggravation. Today take a moment to stop and focus on what you are thankful for.
(0:02) And that's the marina minute.
(1:03) In all aspects of life, nothing is more important than good communications. It can prevent bad situations from happening and reduce their effect when they do occur.
(0:58) It is rare to see a negative review that does not involve a lack of communications, inadequate communications, or just plain bad communications. It is critical that you provide boaters with the communications they need, whether it is good VHF radio skills, a well put together welcome packet, or adequate signage. If you are a boatyard this is true, tenfold. You have to keep boaters abreast of progress, set backs, and costs.
(0:48) Within the ActiveCaptain website and the new Locations app, there are several ways for you to communicate with boaters about reviews, information, specials, and customer service issues.
(0:43) Some are broad reaching, such as ensuring your ActiveCaptain data is current and accurate. ActiveCaptain Partners can go a step further and promote their unique appeal, upcoming events, and specials using their Pro-Op, Cross Promotion, and Co-Op messages. Make sure you are taking advantage of these powerful tools.
(0:36) You can also reach out to a boater in a more direct and personal way. Communicate privately with boaters who have written a review to thank them, apologize, or gain more information by using the captain's messaging feature on the website. You can find instructions here:
https://activecaptain.com/sponsors/captainMessage.php
(0:29) ActiveCaptain Partners can publicly address a specific review by utilizing the Management Response feature. A Management Response can be a great way to tell boaters that you are interested in their feedback and that you take customer service seriously. You can find more information in the Marina's Guide to ActiveCaptain:
https://activecaptain.com/sponsors/marinasGuide.pdf
(0:22) There is now also messaging through Boater Locations. The forms of communication mentioned above are what I think of as passive - boaters bring up the ActiveCaptain data or find a message on the website or in their email inbox. Messaging through Locations is an active form of communications. The message is actually pushed out to the boater. The boater can even have their phone or tablet alert them that a message has been received.
(0:13) While this form of messaging can be extremely powerful, it is important that it be used with great care. Boater privacy is paramount in Locations, so much so, that a boater has the ability to block messages from a given source. Don't be that source.
(0:06) I will be exploring this new Boater Locations capability over the coming weeks. Together I want us to learn how to use it so we all win.
(0:02) And that's the marina minute.
(1:02) I've been getting you ready for the new capabilities of Locations for some time now. Many boaters have been utilizing the new features to enhance their experience on the water. It's time for our Partners to get involved and use these capabilities to better satisfy boater needs and generate more business.
(0:55) Locations provides boaters with an interactive community where they can find friends and other boaters with like interests. Through Locations they can communicate with other boaters, follow them as they travel, and even meet up along the way. Staying connected through this community can greatly enhance the experience of cruising.
(0:48) ActiveCaptain Partners are a part of the community as well. Over the coming weeks and months I'll be showing how you can best be a valuable member. The key will be adding value and not just noise to the community.
(0:43) We are starting this adventure together, learning as we go. It will take creativity, patience, and most importantly, listening to boaters. Remember, this is primarily the boaters' community and you want to be a welcomed member.
(0:38) So what should you do first? If you do not already have an eBoatCards account now is the time to set yours up. It's simple.
(0:35) Go to www.eBoatCards.com and enter your ActiveCaptain account information (email and password) in the upper right. Select Login. It will step you through the process. The next step is to email me with your account information so that I can turn on your Partner designation. If you are a Partner that already has an electronic boat card account without a partner designation, email me as well.
(0:27) Now you can begin to explore. Once logged in, click on Boater Locations on the left. This allows you to see the location of ActiveCaptain boaters who have allowed access to Partners. The first time you select this option you will see a zoomed out view of a map. As you zoom in and pan the map you will begin to see markers.
(0:19) Click on a marker to see basic information about the boater. Notice the Send Message button. This is used to send a message to that boater. But don't use that just yet. Future Minutes will discuss how best to use this capability.
(0:13) Note, a boater can block any account that sends an unwanted message. This powerful capability needs to be carefully understood before using it.
(0:08) For now become familiar with the features and with the boaters who are passing though your area. Begin to think about how you might reach out to them in ways they will want. Do this well and you will see more business.
(0:02) And that's the marina minute.
(1:07) Previously, I introduced you to "The 22 Immutable Laws of Marketing" by Al Ries & Jack Trout and highlighted Law # 15 - Candor.
(1:01) Law #5 is Focus: The key to success in marketing is to find an effective way to come to own a word in the mind of the prospect.
(0:57) To me this says that to be truly successful you must be able to concisely state why (and where) you win. You want some word or concept that defines you against your competition. When looking for this word or concept Ries & Trout recommend:
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The simpler the better.
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You can't focus on any word that doesn't have proponents for the opposite point of view. (For example, you can't own the word "quality", because everybody stands for that and nobody stands for "the lack of quality".)
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The narrower and more precise the focus, the more you will achieve.
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The most effective words are benefit oriented.
(0:45) This reinforces a concept I've discussed before about the importance of knowing what defines your "perfect customer." While the notion of "everyone is our customer" may seem appealing, in reality it leads to a lack of focus which leads to a waste of resources.
(0:38) Find your focus and make that the emphasis of everything you do.
(0:35) Closely related is Law #6, Exclusivity: No two companies can own the same word in the mind of the prospect or customer.
(0:31) Trying to steal away the word or concept already owned by a competitor will only serve to reinforce their position in the market. Asking people to change their minds about a notion will only make them uncomfortable. They will do so infrequently. In reality, using your competitor's word or concept will only make them think of your competitor.
(0:21) You must find a unique word that you can focus on owning by discovering what makes you different from your competition. Then focus on owning that word. Use it throughout your marketing, even consider using it for the password to your WiFi access.
(0:11) Is there a boater who has cruised through the US East Coast that hasn't heard, "32 ounce prime rib" and not thought of Coinjock Marina?
(0:06) Find your focus, use it consistently, and you can win the minds of your potential customers. That's good for business.
(0:02) And that's the marina minute.
(1:10) I recently ran across a marketing ebook titled, "The 22 Immutable Laws of Marketing" by Al Ries & Jack Trout. Its focus is on product marketing but I found several points that I believe are equally relevant to service marketing. I'm going to use a few Minutes to discuss them.
(1:02) Law # 15 - Candor: Anytime you admit a negative in your marketing, the prospect will treat that admission positively.
(0:58) I know many will bristle at this and be reluctant to accept the notion. Who likes to focus on our negative points? But I believe there is some real merit here.
(0:54) According to Ries & Trout this adage is true for 3 reasons:
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Because it's unexpected.
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Because people instinctively open their minds to problems and close their minds to glib positive statements.
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Because everyone is naturally cautious about what a salesman tells them, and admitting to a negative is very rare in the commercial world.
(0:46) The key is to admit to a negative and then to turn that into a positive for the customer. When you are honest about something where you do not excel, you open the mind of your customer for your positive message.
(0:40) Too often I see marketing messages that go over the top in trying to convince the customer of their positive attributes. This is problematic for a couple of reasons. First, most of us dismiss these messages as unrealistic hype. However, should a customer buy in to the message only to find the reality less than the hype, you risk greater dissatisfaction resulting in negative reviews.
(0:31) Ries & Trout further explain, "this must be achieved carefully to be fully effective. The prospect must feel some instant agreement with the negative, or else confusion will rein. At the same time, the marketing should move quickly on to the positive, before the benefit of admitting the negative is lost."
(0:22) For example: Our marina may not be located downtown but we can offer you the peace and quiet of nature, while our shuttle can get you there if you desire.
(0:17) A lack of marketing candor is one of the driving forces behind the rise to prominence of customer reviews. We are all desperate for honest, realistic views of the products and services we seek. It is why survey after survey reveals that customer reviews are the primary source used when making a buying decision.
(0:07) Make sure your marketing message has credibility by choosing candor over hype. Set realistic expectations, exceed them, and you will see more business.
(0:02) And that's the marina minute.
(1:09) We started the ActiveCaptain Sponsor program in 2011. At the time, many discussions ensued about what to call it. We chose Sponsor because we knew that it would take financial support from marinas to make the project grow.
(1:03) There are many costs involved in running a service like ActiveCaptain. We now spend more for our internet servers each month than we spent in our first two years. It's because of the support of Sponsors that we can continue to enhance the capabilities that we provide. It allows us to be out there in the cruising community, full-time, living the life rather than sitting in an office thinking about it.
(0:55) More and more as I talk with marinas about what becoming a Sponsor means I have found myself uncomfortable with the term "Sponsor." I realized it doesn't accurately describe the relationship we have with you.
(0:50) A Google search turned up this definition for sponsor: a person or organization that provides funds for a project or activity carried out by another.
(0:46) That's wrong. It implies a separation between you and us that I do not believe exists. An ActiveCaptain Sponsor is so much more than simply a source of revenue. We're partners.
(0:41) Our success depends on your success. We strive to work with you to help you build your business by understanding what is important to boaters and how to satisfy their needs.
(0:36) So we are changing the name to ActiveCaptain Partner. I know there will be some who will say, "It's just a word." But it's more than that to us.
(0:31) We don't accept every marina who wants to be a partner. We want quality marinas shown either by strong reviews from boaters or a will and a plan to improve. We love to help marinas step up. That's because we want to make a difference, not just cash your check.
(0:24) I was recently copied on an email from a marina we refused to work with. It was sent to a staff member and in part said, "Why are you requesting permission to becomes a sponsor? Just get it filled out and paid." I'm sorry but we don't work that way.
(0:16) So if you want a company that simply wants to take your money and throw up a banner ad or featured listing, send me an email. I can give you several of them.
(0:11) If you want a partner who is invested in helping you be more successful, who wants an exchange of ideas, who hopes to educate you while also learning from you, then you are in the right place reading this.
(0:06) After all, it's not just a business for us. It's our life. And when you win, we all win. I'm proud to call you Partner.
(0:02) And that's the marina minute.
(0:57) This past week we attended the Krogen Rendezvous in Solomons, Maryland. It is one of our favorites for a variety of reasons - great people, good events, and a terrific party on the final night. But one thing that always stands out in my mind is how much these boaters really use their boats. No "dock potatoes" here!
(0:49) As I was giving talks and mingling with the other boaters, I received comments about my Marina Minute newsletter. Some boaters receive these Minutes and some had just heard about them. The feedback they gave all started with, "You should tell them" and then followed with a pet peeve or an outstanding experience - some bit of advice they wanted me to pass along to marinas to make their experiences better.
(0:40) As I listened I found that there were actually just a few things that were being said over and over. I also realized that each one was something I had written about in a Minute - more than once.
(0:35) So listen up. The following are the three things that active cruising boaters, your customers, want you to know are important. I've included links to the most relevant Minutes for each.
(0:30) 1. Improving dockhand skills including listening to the boat owner and basic line handling skills:
Calming a Boater's Nerves - Part 1 of 2
Calming a Boater's Nerves - Part 2 of 2
What's a Bitter End???
(0:24) 2. A Good Welcome Packet - I've referenced this series many times but apparently not enough:
The Welcome Packet
The Welcome Packet - Start at Home
The Welcome Packet - Check Out the Neighborhood
The Welcome Packet - What's Happ'n
The Welcome Packet - Extras
And just 3 weeks ago, Where's Your Welcome Packet?
(0:16) 3. Easier ways to find slips and marina staff:
Straight From the Horse's Mouth
Small Stuff
(0:12) Nothing here is complicated or expensive to provide. Each is easily within reach of any marina to accomplish. Think honestly about how you measure up on each of these items and what you can do better.
(0:06) Give your customers what they want and they'll give you more business.
(0:02) And that's the marina minute.
(1:10) I first introduced you to the ActiveCaptain Locations app back in June. If you missed that Minute you can find it on the Marina Minute blog here:
http://www.themarinaminute.com/2015/06/activecaptain-locations.html
(1:04) This week we are announcing the next release of Locations with enhancements to Groups capabilities. Additional features will be coming as well.
(1:00) There are currently over 500 Groups in ActiveCaptain covering a wide variety of areas. These Groups include boat types, such as Beneteau sailboats and DeFever trawlers, and cruising areas, such as the Chesapeake Bay and Cuba, and areas of special interest like pets onboard and liveaboard cruisers.
(0:53) What does this mean to you?
(0:51) As boaters join groups of other boaters with like interests, they are letting us know what is important to them. And knowing what is important to your customers is the first step to satisfying their needs. We all know that a satisfied customer will not only return but they'll tell others through their reviews and conversations.
(0:44) I believe this feature offers a powerful way to reach out to targeted groups of boaters. The next release of Locations will have a Messaging feature allowing boaters to easily communicate with one another. It will also offer a way for ActiveCaptain Sponsors to reach out with information and specials. The key will be to reach out in ways the boaters will see as useful and not spam.
(0:35) To do this you need to understand the needs of boaters - deciding who is, and who is not your customer. Successful businesses always know exactly who is their "perfect customer."
(0:30) Knowing what you do well and what you are not able to provide allows you to focus your marketing efforts. You won't waste money on promotions that miss the mark. Instead you can spend money on promotions, events, and amenities that will satisfy your target boater's needs.
(0:22) Can you describe your perfect customer? That boater who would be crazy not to spend time at your marina? Think about it. It encompasses the boat, the boater, and the specific needs the boater has.
(0:16) Now is the time to begin defining who is your perfect customer. Read through your reviews to understand what boaters like and don't like about your marina. Walk the docks and notice the boats and people who are there. Chat with boaters to find out more about them. Gather you staff together and brainstorm.
(0:08) The better you can define the boaters that you can truly satisfy, the better you will be able to craft a message that will draw them in. And that will mean more business for you.
(0:02) And that's the marina minute.
