Keynote Sessions:

Endless Customers

How Michigan’s Marine Businesses Can Earn More Trust, Attract Better Buyers, and Stay Relevant in the AI Age

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- Marcus Sheridan

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Based on the international bestselling book They Ask, You Answer, this session—designed specifically for the boating industry—tackles two urgent challenges facing marine dealers, marinas, and service businesses today:
 

1. How do we adapt our sales and marketing to match the expectations of a more informed, less patient, and highly digital boating customer?
    

2. How do we position our marine business as the most trusted voice in our market while standing out from the noise—especially with AI now deeply affecting how boaters do their research.
    

With these questions in mind, this keynote will show MBIA members:

• How marine businesses must evolve their sales and marketing priorities to match the behaviors of today's digital-first buyers—who often research for weeks before ever stepping foot in a dealership or marina.
   

• The exact types of online content boaters are demanding to see today—especially around pricing, comparisons, and honest pros/cons—and how creating this content leads to trust and more qualified leads.
   

• Why video and visual media are no longer optional, and how to effectively leverage them to influence buying decisions and showcase your boats, services, and expertise.
   

• How to turn your website into your best salesperson—even in the off-season—by empowering buyers to self-educate, get pricing guidance, and move themselves through the sales funnel.
   

• What “seller-free” and “self-service” mean in the marine space—and how offering these tools can increase showroom visits and decrease tire-kickers.
   

Ultimately, this session is about building digital trust at scale in an industry that has long relied on in-person relationships. With practical takeaways and proven results, it will challenge marine business owners to rethink how they communicate with today’s buyers—and give them a roadmap to attract Endless Customers in the years ahead.

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​The “People” Hack: Navigating the Choppy Waters of Personality

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- Allison McClintick

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​Clients, employees…they’re all your crew! Understanding what people are “like” can be our greatest opportunity-as well as the greatest headache. This presentation offers the ONLY insight you will ever need to truly be the “captain” of any context: improving communication, anticipating needs  or conflict, inspiring others to action, and just creating a more cooperative environment to meet goals and enjoy life.

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Breakout Sessions:

 

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Awards Presentation 

Each year the MBIA awards their highest honors during RBEC to deserving leaders in the industry. Stay tuned as recipients are announced for:

 

MBIA Hall of Fame

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Ray L. Underwood Lifetime Achievement Awards

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Lighthouse Awards

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Marine Technician Awards

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