Welcome back. Continuing where we left off…
Secret #6 – The Right Technicians
Just like you want certified technicians to work on your car, boaters are the same way with their boats. That usually means training at one of the too-few marine trade schools with the appropriate area of expertise certifications. Also like automobile mechanics, many boat repair mechanics need an additional level of certification beyond various repair areas – special certifications from the manufacturer are highly prized, especially when the marina has a boat sales operation that specializes in that particular line of boats. The more such technicians meet these tests, the better the staff.
It doesn’t just end there. The mechanics need to be paid well. They also need to be made a key part of the business operation and feel part of the “family” or organizational culture‚ Losing the only mechanic that has a particular key certification can be detrimental. For instance, losing the only Certified Raymarine installer on staff would put the ability of the marina to meet the warranty requirements of the manufacturer at risk.
Secret #7 – Clock Watching
When you’re in the per hour “time and materials” business, you need to watch those hours! Over-billing hours because the department did not correctly estimate them is very bad business. How do you get the hours estimates correct? By reviewing past work orders to see how long it took to do a particular type of repair. ‘Pretty simple.
Secret #8 – Managing the Parts Turnover Rates
I suspect each parts department has its own formulas for determining how much to stock. Maybe it’s 3 times whatever turned over the prior year, maybe 4. Regardless, even with common rules of thumb, it can be difficult to stock everything you need when you need it in seasonal markets. You have just so long to get those repair orders, so like grapes, they come in bunches.
Like the automobile business, boat parts manufacturers run specials. Since seasonal marinas are the slowest in the Winter and therefore parts demand is the lowest, that’s prime time to get those “Spring Specials”. Ordering in bulk can save lots of money. Shipping can also be free… which is not insignificant considering how much many boat parts weigh.
Another area where the parts department can excel is having a unique inventory. When the customer can get whatever they need at West Marine or another boat supply retail outlet, there’s a good chance the marina won’t get the order. Having some higher-quality stock and unique items brings them to the counter where it’s just so convenient to buy it all at one time!
Secret #9 – The Little Things Count!
There are probably a million little things that a boat repair operation can do that have an impact on customer relationship. Having a clean, well organized repair management office is important because you never get a second chance at a first impression. The repair facilities also need to be neat without equipment strewn about the place or rusting. Do you think the boater who paid $80,000 for a repair order wants to see the footprints of the mechanics on his deck? So easy to overlook… yet so important to the professional impression the marina is trying to make. You get the point.
Secret #10 – The Customer
I already said the customer was king, but understanding how customers think and act is equally as important. Boaters talk to each other, especially when they’re in the same marina. One of the best sources I’ve found to find out the “pulse” of the customer is MadMariner.com. A great article on this topic is Know What To Look For In A Boatyard. Another is Finding a New Boat Yard. There are lots of great tips there, but what I’d like to add is that the boating community is a small world. Remember the prior secret, “Reputation, Reputation, Reputation?” That ties into this because, like any business, boatyards need referrals. The best way to get them is to not just meet the expectations of the boater… but to exceed them.
Conclusion
So now you know many of the keys to successful boatyard operations and how important the repair business is to the other marina businesses and overall profitability. ‘Funny that I called this series “Secrets of Marina Boatyard Operations” when it’s now no longer a secret.
