Sales Pro Shares 30 years of Experience

by Jeni Bone on 26 Jul 2008 In the lead up to SIBS, Peter Jenkins from Maritimo shares his sales philosophy - one that he has developed over 30 years in the business.

Peter Jenkins, marine industry stalwart, known at marinas and boat shows around the world as 'PJ', is not a flamboyant sales man, although he does own a helicopter.

He has been marketing/sales manager at Maritimo for four years, the same length of time as the luxury long range cruiser manufacturer has been in operation, and has worked alongside the legendary builder, Bill Barry-Cotter, for nearly three decades.

'We’re just two old blokes doing what we love in an industry we love,' he says. Going under the title of Sales & Marketing chief, PJ recalls the beginning of operations for BBC’s third company from the ground up.

'We’re not big on titles at Maritimo, however I sold the first 10 boats and possibly the most have been sold by me. Starting from day one, selling a $2 million dollar boat from a drawing, building a sales team, doing the boat shows, the brochures, the advertising and the retail and wholesale sales.

'It was a complex roll that I reveled in. Looking back from such humble beginning to where we are now and where we are going gives me enormous satisfaction.'

He began his career many moons ago with the Chrysler Corporation in Melbourne, before moving on to marine retailer, Mr Boats at Collaroy in Sydney’s northern beaches, then a place as the National Sales & Marketing Manager with Outboard Marine Corp in Pittwater, before joining Barry-Cotter at his first enterprise, Mariner Boats, then Riviera and now Maritimo.

As Jenkins recalls: 'I started with NF Brooker selling 10 ft Aluminum boats for $100 in 1968, and in my wildest dreams I would never have imagined I would be in this position today.'

His sales ethos and appetite for improving his own strategies were first awakened at the Chrysler Corporation.

'I believe the Chrysler Corporation taught me more about managing dealers, their territories and their businesses. The International role was probably the greatest challenge of all. I am still learning, as this is a complex role.

'Maturity, understanding the different cultures and being able to sell yourself before you sell the company and last but not least, sell the product. It is these steps and this process that I used to appoint 80% of Riviera dealers world wide.

Hard work and credibility are the hallmarks of Jenkins’ approach.

'Credibility is vital on a personal point and also for the product. You need to be passionate about your product, you need to put in many hard yards and be prepared for a lot of knock backs.

'Riviera’s biggest break through in the US all came about by me traveling up and down the state of Florida for weeks, knocking on doors after doors until the correct one opened.'

Here he answers some questions about the theory behind his sales strategy:

• How would you characterise your sales ‘style’?

Be yourself, don’t be pushy after all Salesmen are born they don’t come out of books or schools.


• In the marine industry, you are recognized as a ‘stalwart’ and high achiever. How have you developed this reputation?

Always tell the truth, tell it as it is, and always consider the dealer as one of your most important assets because if you don’t have a profitable dealer network you don’t have a business.

I always gave dealers good territories enabling them to make a good living, and I also made a point of having a cohesive dealer network that worked together.


• Specifically what have you done/what do you do each year to build Maritimo’s profile?

Building the profile and the brand is a bit like building a block of apartments, firstly putting down sound foundations and making the walls out of bricks, with a roof that doesn’t leak.

The foundations at Maritimo are the people, the bricks are the products, and the roof is the dealer network. I often remind people if the roof leaks it can very quickly erode the walls and the foundations.

So each year as we grow it is a matter of more bricks and roofs.


• Why is it a great place to work?

The people are 'fairdinkum', and there are more grey heads and bald headed experienced people than there are non experienced.

It's close to home, I pretty well run my own race, we are not into writing boring reports, and I just give Bill the headlines.


• What keeps you in the marine industry?

I love it, I know it and its too late to change.


• How do you see the level of professionalism in Australian sales as a whole?

I believe there are many Industries in Australia that have very professional sales organizations most coming from the USA where training and systems are paramount.


• What mistakes have you made over the years in your profession and what are the most valuable lessons you’ve learned?

I can’t think of many mistakes of significance, yet the most important lesson to anyone is always keep your word and continues to communicate.

Communication is vital in every industry, I keep in touch with everyone. there are dealers on the other side of the world that I appointed and I still keep in touch.

More at www.maritimo.com.au