Marina Dock Age, July/August 2003

Is Attitude Everything?
Maybe not, but building a positive attitude among employees
is critical to your success
by Dennis P. Kissman

Have you ever thought how much you can affect your bottom line with your attitude, and the attitudes of your employees? A good attitude is crucial to many businesses, but especially the marina business, where employees and customers are in constant contact under a variety of circumstances. Marinas need exceptional customer service, and that is impossible without a good attitude.

I recently had a conversation about customer service with a marina owner. I was impressed with his marina’s operation and the stories he was telling me of the great service they offer and how their customers come back season after season.  

We were sitting in the boat sales office shortly after closing, when a young lady came in from a boat that was being launched at the marina’s ramp. She asked very politely if there was a restroom she could use. I was floored with the owner’s response: “No, the restrooms are locked for the night.”

The restrooms were less than 50 feet away, and it would have been no effort to unlock the door for her. Later on, the owner explained, “We have rules, and when we say we close at 5 pm that does not mean 5:01 pm.” All the good things I had been told about their customer service that day meant nothing to me after witnessing this encounter.

Attitudes make a big impression

This got me thinking about the attitude a marina’s employees project, and how this can positively or negatively affect the business. The bad impressions customers get from bad attitudes leave very real impressions—with very tangible effects on your bottom line. Customers are much less likely to come back to places that make them uncomfortable, and they are much less likely to be forgiving of any faults your business might have if you don’t treat them in a friendly, positive manner.

What makes attitudes such a difficult managerial subject is that they are influenced by so many factors and can change unpredictably. Consequently, it’s not enough to give your employees a rallying pep talk at the beginning of every day and then assume they will carry on with a positive outlook all day long. Underlying attitudes always come through, usually when unexpected situations arise, and an employee has to react from instinct and feeling, and not from habit. It’s in these situations that their behavior will reflect how they really feel about their jobs and your marina, not how they think they should appear. Continue »