Let's face it. More customers today are reluctant to buy than they were this time last year.

High interest rates may be stagnating their purchasing decision. Maybe the changing market has accelerated their negative equity position, and they don't want to take the hit. Or perhaps the impact of inflation on new unit prices means your customers don't have the cash for a boat they really want.

These objections are often based on incorrect assumptions and misinformation. Your task is to find effective ways to educate customers about their options, thus overcoming these objections and putting more prospects in a boat they can afford, creating a win for the customer, the salesperson and the dealership.

That's the mission behind this session by dealership finance experts Dom Zappia and Jamison Carrier.

It's about interrupting the status quo: A world in which people shop by price and buy by payment. Customers often don't realize how affordable the boat they want can be with programs offered by national marine lenders. But you have it in your power to change that.

By the end of this training experience, you and your team will have learned finance department strategies that your team can leverage throughout the buying process to overcome consumers' reluctance to purchase by giving them compelling reasons to buy today.