As published on Boating Industry BY MATT SELLHORST Do you spend money on advertising?  Or, do you invest money in advertising? What’s the difference you say... In my book, “Marine Marketing Strategies” I give the example of ‘Brand Building’ versus what I call ‘Results Marketing’.  Think of it this way. Brand Building vs Results Marketing…


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BY MATT SELLHORST When asked to write a column on sales and marketing for Boating Industry, it was an unexpected honor. After a week of trying to decide how to begin, I figured the best way to start was to introduce myself and define two key terms. In 2008 after the mortgage meltdown, I made the…


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Author and consultant Matt Sellhorst will be joining the Boating Industry team as a regular columnist starting with the May issue of the magazine. Sellhorst is the author of “Marine Marketing Strategies” and head profits coach at Boat Dealer Profits. Sellhorst was also the winner of the 2015 MDCE Best Ideas Contest, a winner of Boating Industry’s Movers and Shakers…


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BY MATT SELLHORST Welcome back to part three of How to Add an Extra $50K this Off Season. We started with doing your math to see what your opportunity for this off-season. If you haven’t done your math yet, check out Part 1. Then, we covered the issue of unnecessary discounting and started digging into the…


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BY MATT SELLHORST During many of my speeches and coaching calls, we talk about the "Educational Spectrum of a boat buyer." That concept ties in here but I want to look at the issue from a different perspective. The perspective of what REALLY happens in your boat business. And, what really happens on the prospect…


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BY MATT SELLHORST What are your plans for this offseason? Will you be focused on a few strategic initiatives? Tinkering here and there with little things that got away from you this busy season? Or maybe resting from an outstanding selling season? (Many of my coaching clients have reported enormous years) Well, if you are…


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BY MATT SELLHORST MattAsk almost any manufacturer’s marketing department or dealership owner about the goal for their marketing, you’ll get one of a few answers. “We are getting our name out there.”  “We are building our brand.” What do you think? Should those be the goals of your marketing and the marketing/advertising dollars you spend?…


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