How To Turn Web Surfers Into Boat Buyers
By Michael L. Adams Jr.

In a world where consumers can e-mail pictures from their cell phones in a matter of seconds, they simply have no patience for sellers who don't take the time to showcase their products with multiple, high quality pictures. Today's consumers want immediate, complete information up front to facilitate their purchasing decisions.

Unfortunately, too many boat dealers still think that receiving prospects' requests for additional pictures on a give model is a positive sign of interest, based on the belief that holding back information will raise more hands. In reality, they've most likely alienated the vast majority of potential buyers.

Because the Internet is a visual medium, photos play a critical role in merchandising inventory, differentiating a dealership, and driving incremental sales. Without high quality visuals, potential boat buyers will bypass the dealership's listing, especially on classified listing sites where the nearest competing model is less than a quarter-inch away.

If a picture says 1,000 words, then multiple pictures sell the dream of owning a boat and the many pleasures associated with it. Dealers need to showcase their boats and tell a powerful story through a collection of informative and eye-catching pictures to reel in high quality prospects.

The next best thing to a sea trial

Dealers don't have to hire webmasters to manage their sites to be successful. A dealer's well thought-out collection of pictures can tell a full, compelling story, one that builds crucial emotional connection between buyers and their intended purchase. The goal is to make prospects get a feel for that boat, "see" themselves in it, and ideally come in for a sea trial - kicking off the sales process.

"Multiple photos are essential to a high quality listing," says Larry Russo, Jr., vice president and general manager of Russo Marine, Medford, Mass. Russo's requirement is a minimum of four pictures per boat. "Photos have become a pre-qualifier," he says.

Other dealerships have chosen to set specific guidelines. "We feel so strongly about the importance of great, multiple pictures for each boat that we've developed a checklist," says Cliff Oppenheim, general manager of Sea Ray of Cincinnati, Cincinnati, Ohio. The list covers exterior, cockpit, interior, trailer, and engine/bilge pictures. "The interior is no longer shown through a single shot, but rather multiple shots featuring the galley, staterooms, couches, TVs, head, shower, and so forth," Oppenheim adds. The dealer's listings also feature views of the cockpit's helm, port, starboard, and aft. As a result, the dealership has seen increased reviews of boats that have great pictures.

Affordable pictures

For new boat inventory, dealers should start with the most affordable and accessible source of pictures for their inventory: the manufacturers themselves.

Manufacturers often have a dedicated section of their Web site or a separate Web site altogether for dealers. It's here that dealers can easily download low-resolution (ideal for the Web) and high-resolution (for print materials) shots.

"We had our Web solutions provider develop an online image bank for our dealers and the media," says Barbara Grobicki, director of marketing of Baja Marine, Bucyrus, Ohio. "It's a win-win for both the dealers and us. They have 24/7, easy access to a variety of images for each Baja model that they can download in several formats and resolutions depending on their needs. On our end, it's a cost-efficient and time-saving investment that enables us to focus on day-to-day responsibilities."

For used boats inventory, dealers should upload their own pictures of the actual unit for sale - not the OEM stock photos or images of a similar boat, because this is a sure way to make prospects walk or click away, especially after they've taken the time to visit a dealership.

Russo added another good point, "Taking more pictures upfront actually saves us time, since we're not running around trying to take photos later for a prospect that may not be that serious."

When taking their own pictures, the challenge for dealers is to go that extra mile on every detail. It doesn't take a lot of money to clean the boat, accessorize it, and then take 40 pictures. Dealers should start with a clean, tidy boat and accessorize it to make it appealing. Dealers are not selling a boat as much as they are selling a lifestyle. Sell the dream of owning it by arranging colorful towels, sunscreen, and personal flotation devices in the storage compartments; placing beverages in the drink holders; adding fishing poles and decorating the cabin and galley when applicable. "We always remind the photographer of the importance of proper appearances, including made beds, clean heads, and so forth," Oppernheim says. "All gear and personal items are removed before we start taking pictures of the boat."

Setting the staging area is critical to selling the lifestyle. Dealers should take the boat to a visually appealing location. Just like OEM stock photos, the photo collection should include shots from several angles (port, starboard, forward, and aft), as well as detail shots emphasizing the boat's many features.

"We strive to provide a full, detailed description and as many images of our inventory as possible so that a potential customer can examine and evaluate our boats just as they would if they visited our marina," Michele Ayers, general manager of Prince William Marina, Woodbridge, Va., said. "Lifestyle images reinforce the dream of owning a boat and stimulate the imagination of potential buyers to help them realize the fun and pleasure boating provides."

Eye-catching pictures

Listings are the sales tools of the digital economy. It's not a matter of spending thousands of dollars, but rather taking the time to make a better outcome. In today's world, the digital camera is the great equalizer. Small dealers can do as great a job as large ones.

Once a dealer has gathered a collection of pictures to choose from, he should organize them from wide angle to close shots. For new boats, upload multiple-angle running shots, followed by a variety of lifestyle shots, then detiail shots. For both new and used boats, detail shots should be organized from stern to bow, as if a salesperson was doing a walk-through with a prospect.

As an alternative, pictures can also be grouped by key areas, including cockpit, interior, egine compartment, and so on - a method that has proven quite successful for Sea Ray of Cincinnati. When they're done, dealers should go through the listing of pictures, put themselves in the shoes of a prospective buyer, and ask themselves. "Am I getting all my questions answered? Does this complete picture entice me to go to the dealership for a sea trial?" Dealers should also take a look at their competitors' listings for the same model. Which ones are the best and why? Are they satisfied with their listing compared to their competitors? Have they succeeded in standing out?

The end result

Successful dealers take the time to develop content-rich listings that hook potential buyers with a full, compelling story. Many go so far as to include a slideshow or even a live video walk-around, complete with commentary.

Creating "high quality and eye-catching photographs" has nothing to do with picture resolution. It has everything to do with the composition and lighting of the picture, as well as the picturing of the boat. Dealers should avoid clutter, mess, and diret in and around the boat; chain link fences, dumpsters, and ugly fenders hanging off the sides of the boat. At the same time, they should give themselves every chance to sell that boat by combining variety, quantity, and quality.

In the automotive industry, research shows that featuring 30 pictures per listing is increasingly the norm. Using this number as a benchmark will only help marine dealers increase their visibility and attract higher quality buyers. Why? Because featuring multiple pictures gives prospects more of the information they're looking for up front, so by the time they call or e-mail a dealer, they are closer to actually buying a boat. It's also about facilitating the buyer's often overwhelming research process and creating a positive first impression.

A dealership's inventory is its online showroom. Making it informative and eye-catching will drive high quality prospects to the dealership and turn more browsers into buyers. The Web site should be the mirro image of the dealer's brick and mortar location, so this involves frequent small updates in news, inventory, special promotions, and so forth. The Web site should also undergo a facelift or makeover once every 12 to 24 months.

Remember, a Web site is an additional dealer location, a powerful sales-driving tool where the majority of shoppers do their homework online prior to making a purchase decision.

Michael L. Adams, Jr., is a co-founder and managing partner of Channel Blade Technologies in Virginia Beach, Va. Channel Blade can be reached by phone at 757-233-8301 or at www.channelblade.com