Use your pro shop to attract future boat buyers
By Rob Preston

When Rambo Marine of Hazel Green, Ala., decided to open a second location in Birmingham, Ala., in 2006, one of its major decisions was whether to add a pro shop as part of the new building. Rambo Marine decided to put in the pro shop, and it’s been a real plus. 

Bennett Rambo, the sales manager for the Birmingham location, said he added the pro shop based on advice he received from participants in Cobalt and Mastercraft 20 dealer advisory groups who said, “If you have customers for accessories, you’ll eventually have boat customers.” 

Installing a pro shop was one thing, but operating a successful one was another matter. To be successful, Rambo Marine depended on three factors:

• top-of-the-line equipment
• a knowledgeable sales staff
• a suitable location.

In two short years, Rambo’s fully stocked pro shop has become an integral part of the dealership, wooing competitors’ customers and wowing them with its great customer service and friendly atmosphere.

Here’s how it created such a successful pro shop.

Successful pro shops need top-of-the-line equipment
To stock the pro shop, Rambo Marine needed to have equipment that would attract customers. To determine its stock, the dealer sought customer feedback and received advice from members of the 20 groups. As a result, the pro shop is filled with: 

• Wet suits
• Life vests
• Wakeboards
• Bindings
• Water skis
• Slalom skis
• Ski ropes
• Tubes

Rambo Marine is also willing to change its product offerings to meet demand. For example, three customers asked for a specific wakeboard that the dealer didn’t stock. It now carries those wakeboards.

A knowledgeable staff
Carrying top-of-the-line equipment is one aspect of a successful pro shop, but the pro staff must also be knowledgeable about the equipment it sells. Knowing how the equipment works makes the dealer’s staff experts in the minds of customers.

The pro staff at Rambo Marine is very knowledgeable about the equipment it sells. Bennett Rambo has been slalom skiing all his life and can recommend the right slalom skis for a customer and even set him up. Another salesperson at Rambo Marine has been wakeboarding his entire life and can help a customer determine the best wakeboard. It’s this level of expertise that transforms Rambo Marine from just another pro shop into a water sports destination that will eventually lead to increased boat sales.

Location, location, location
As in real estate, location plays an important role in the success of a pro shop and dealership. In Rambo Marine’s case, the Birmingham location is a terrific one because:

• It’s located on a major highway (I-280), a bypass around Birmingham, and Rambo Marine is highly visible to all passing cars.
• The highway leads to five major lakes, all within 45 minutes of the dealership, where people go boating. The major boating activities on the lakes are waterskiing and wakeboarding. If these boaters impulsively decide that they need a tube or some skis, they can stop at Rambo to buy the needed accessories.
• The location is 15 minutes away from the most affluent community in Birmingham, and waterskiing, slalom skiing, and wakeboarding are among their favorite recreational sports.

Turn equipment buyers into boat buyers
Although Bennett Rambo sees a profitable pro shop as important to his business operations, he also believes it can attract new customers who could eventually buy new boats from the dealer. “You want to be the dealer people visit to get all their boating stuff because if you can make them your customer for accessories or service, they’ll eventually buy a boat from you too,” said Rambo.

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Rob Preston is managing editor of Boat & Motor Dealer. He can be reached by phone at 847/647-2900 x. 1311 or via e-mail at: rpreston@boatmotordealer.com.