2021 Boating Industry Top 100 Dealer Application

Do you have an organizational chart that shows the structure of your company and/or each of your departments? If so, please include it.
Attach organizational chart here
Please list the association(s), 20 Groups, dealer councils, etc. that you belong to and the role you play within them.
What did you do in 2020 to improve and/or change your business? Why were these changes made? What were the results?
What are the short-term and long-term goals for your company (Sales growth, expansion, new product lines and services, etc.)?
In 25 words or less, what best practice or accomplishment are you most proud of from 2020? This answer may be highlighted in our coverage of the Top 100
Please list all 2020 company and personnel certifications and accolades

Sales and Profits

REMINDER: We will not publish or share your financial information. However, you must provide the information or number for the purpose of evaluation.
How do you make long-term plans for your business? Who is involved? If you have a written business plan, please include it. If you do not have a written business plan, please explain how you plan for the future success of your business.
Attach business plan here
Please explain your dealership's budgetary process, including the methods you use to establish a budget; how you forecast; and how often you review actual results vs. your budget.
What was your total revenue for 2020?
What percentage increase or decrease does this represent over 2019?
What percentage of revenue did the following departments account for in 2020?
(% total must equal 100)
Sales
Service
Rigging
Finance & Insurance
Storage
Rental
Marina
Parts & Accessories
Restaurants
Other
How many units did you sell for each category?
New sterndrive boats
New outboard boats
New inboard boats
New sail boats
New outboard engines
I/O engines for re-power
Used sterndrive boats
Used outboard boats
Used sail boats
Used inboard boats
Used outboard engines
What was your gross profit margin for the following categories in 2020?
For boats (as a percentage)
For service (as a percentage)
For F&I (as a percentage)
Overall (as a percentage)
What were your total operating expenses as a percentage of sales in 2020?
What was your net profit as a percentage of total revenue in 2020?
How many times did you turn your new unit inventory in 2020?
How many times did you turn your used unit inventory in 2020?
What is your strategy for managing inventory turns?
Are you current with all of your lenders?

Yes No
If no, please explain.
Explain how you incorporate finance and insurance products/services into your business and sales process, including the products you offer. How & when are the services discussed with customers? If you do not offer F&I, please explain why.

Service and Customer Satisfaction
How do you track and use technician efficiency to operate your service department?
How do you compensate technicians and what, if any, aspects of their job performance do you further reward them for?
What is your service department’s average technician efficiency as a percentage of hours worked?
Does your dealership use a scheduling and dispatching system? If so, how does it work and what does it include? If you do not, please explain how you manage workflow in your service department.
What were the CSI/NPS scores for all of your brands in 2020? Please remember to provide documentation.
Attach documentation of CSI/NPS scores

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What is your strategy for improving or maintaining exceptional customer service?
What process do you use to deliver new and/or pre-owned boats? (On or off water? Who delivers the boat, trains the customer?)
What type of additional (ON- and OFF-WATER) training and educational opportunities do you provide customers after the sale?

Training and Education
Explain the types and frequencies of internal and external training opportunities you offer employees in each department?
Do you budget for training?

Yes No
What did you spend on training in 2020, not including salaries?
What types of incentives and recognition do you offer employees for outstanding performance?
Please explain the types of benefits packages you offer employees (such as health insurance, 401k, profit sharing, disability, etc.).

Marketing
What percentage of your sales did you budget for advertising and marketing in 2020?
Describe your 2020 business development and marketing plan strategy (i.e. types of media used, frequency, content, etc.). Please detail how that changed from 2019. If you have a written marketing plan, please include it.
Attach your marketing plan here
How do you keep up with trends in the industry and research the needs of boaters and potential customers?
How do you track the return on investment of your marketing and advertising dollars?
What percentage of your new boat sales are made at boat shows?
Percent of units?
Percent of dollars?
How do you plan and prepare for boat shows? What is your goal at boat shows? How have those strategies and goals changed? If you do not display at boat shows, please explain why.
Please list and describe your in-store and/or community-related events. Please include information on the goals of your events and if the events reached those goals. If you have photos, please include them with your supplemental materials.
What special promotions do you use to encourage customers to do business with your dealership? Please specify promotions used for all revenue centers: service, storage, parts, accessories, marina, F&I, etc.
How do you use your website, social media, email, mobile technology, and other online resources to build sales, traffic and your brand awareness?
Describe your lead-fulfillment process from the time a lead arrives to the time it is converted to a sale. Please include processes for in-store, online and phone leads (dedicated person, response time, etc.).
What sets you apart from your competition and other Top 100 dealers? Consider this your closing argument: Why should your company be on the 2021 Top 100 list?
Remember, to submit any photos or other supporting files you'd like to supply, simply send those to aquandt@boatingindustry.com via a file trnsfer site such as Dropbox or load them to a CD or flash drive and send to:

Boating Industry Top 100
10405 6th Avenue North, Suite 210
Minneapolis, MN 55441
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2021 Boating Industry Top 100 Application

2021 Boating Industry
Top 100 Full Application

Application Deadline: Monday, June 28, 2021

Sales and Profits

Service and Customer Satisfaction

Training and Education

Marketing

2021 Boating Industry Top 100 Application

2021 Boating Industry Top 100 Full Application

Application Deadline: Monday, June 28, 2021

Sales and Profits

Service and Customer Satisfaction

Training and Education

Marketing

2021 Boating Industry
Top 100 Full Application