Master Dealer Program
Find a Sea Ray Master Dealer near you!
Click here for a complete, updated list of Sea Ray Master Dealers by state.
Did You Know …?
Size doesn’t matter - Master Dealers come in all sizes, from large to small. In our Master Dealer Program, the size and sales volume of the dealership isn’t a factor in earning Master Dealer status. Master Dealer isn’t about sales volume. Master Dealer is about retail excellence. We measure the quality of the operations, not the number of sales.
One store, one award - Master Dealer status is earned on a store-by-store basis, because we look at the retail experience from your perspective. You visit one store and interface with one retail team. So if one of our dealers owns several stores, each must earn Master Dealer certification on its own. Master Dealer is all about a specific facility, operation and retail team.
Once is not enough - Once a dealer earns Master Dealer status, the clock starts. After 12 months, the status expires and the dealer must recertify. Recertification calls for another careful on-site evaluation by an independent consultant using the same or updated standards that earned initial Master Dealer status. We do this to make sure our best dealers keep getting better.
It takes time - When a Sea Ray dealer decides to become a Master Dealer, that’s only the beginning. Typically, it takes from four to nine months for the retail organization to meet Master Dealer criteria. Dealers must first take a critical look at their operations, identify and focus on areas needing improvement, put in place new processes and procedures – and then await results.
The key is teamwork - Earning Master Dealer status requires focused, sustained teamwork on the part of everyone on the retail team. Only when the entire crew works together can significant strides be made toward measurable improvements. Master Dealers tell us that a lasting value of the Master Dealer Program is the recommitment to excellence and teamwork that it helps generate among all their employees.
Share the pride - Once a Sea Ray dealership earns Master Dealer status, the pride shows. We encourage this! Sea Ray provides flags, posters, customer brochures and other informational aids to dealers who’ve earned Master Dealer status so that you, their customers, can share in this pride of accomplishment.
As Sea Ray customers and owners, you deserve the best.
We believe the superior design and quality of our boats should be matched only by the quality of your shopping, purchasing and ownership experience.
So nine years ago, we made a precedent-setting commitment to our customers:
Provide a shopping, purchasing and ownership experience that is so superior, so memorable that our customers stay with us for life!
We called it Master Dealer. To qualify, dealers voluntarily agree to meet a set of demanding customer-care and operational standards. Then they take on self-improvement efforts to meet those standards. When they’re ready, they submit to yearly on-site evaluations by an independent consultant.
It’s not easy. To earn Master Dealer status, dealers have to achieve high CSI scores. They’re required to demonstrate a commitment to customers in 109 different ways covering all aspects of their business, from the appearance and cleanliness of their facility to how they treat you after your new Sea Ray is delivered.
It’s not just about making a sale. It’s about making you happy and proud to be a Sea Ray owner - for as long as you own your Sea Ray.
That’s what Master Dealer is all about.
How It Works
Master Dealer is all about measured performance against a strict set of retail excellence standards.
It’s not for all Sea Ray dealers. We make it completely voluntary. That way, we know that only our best and most committed dealers will become a Master Dealer.
Your vote counts toward your dealer earning Master Dealer status! You see, Master Dealer works closely with our Sea Ray CSI system. Each year we send thousands of CSI questionnaires to new Sea Ray owners and to service customers like you. Your responses to these questions count toward a dealer meeting certain Master Dealer requirements.
Then we add additional Master Dealer requirements. Here’s an example to make sure your new Sea Ray is in perfect condition when it’s delivered to you:
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"A pre-delivery checklist is completed by appropriate personnel 100% of the time and retained in the customer’s file. This checklist is in addition to the Sea Ray in-service checklist."
Here’s another example when you take your Sea Ray to a dealer for service:
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"Before work begins, the customer is provided an accurate quote for repair costs, as well as anticipated completion time and a customer signature approving the work is made on the repair order."
Qualifying Master Dealers earn points assigned to each of the 109 Master Dealer Standards based on CSI results and the expert judgment of an independent on-site evaluator who visits each enrolled Master Dealer.
A perfect score is 2,000 points. To qualify as Master Dealer, a dealer must earn at least 90 percent, or 1,800 points!
There are three levels of Master Dealers:
Ambassador
The highest level of Master Dealer is "Ambassador." Our Ambassador Dealers are the "best of the best." They meet at least 95 percent of Master Dealer point requirements plus special Ambassador requirements attesting to their commitment to Sea Ray owners and their overall market performance. Only our highest-performing dealers qualify for Ambassador status.
Master Dealer
Master Dealer is the next-highest level. To qualify, a Master Dealer must meet or exceed at least 95 percent of Master Dealer point requirements.
Master Dealer Gold
Master Dealer Gold Dealers are high-performing dealers who meet at least 90 percent of demanding Master Dealer requirements.
Going Above and Beyond the Call
At Sea Ray, we encourage dealers to go above and beyond the call of duty to their customers. Master Dealer is our way of recognizing dealers who share this commitment and are willing to go the extra mile to achieve retail excellence in measurable ways.
Master Dealers are justifiably proud of their achievements. But there’s no resting on laurels. Each year, Master Dealers must recertify. And just to make sure we’re meeting your expectations, we take a close, tough look at our Standards each year and raise the bar a notch or two.
It’s really very simple. We believe your boating experience should be both pleasurable and memorable from the moment you set your sights on a Sea Ray. We want to do everything we can to ensure that it is. That way, you’ll never want to go anywhere else.
Isn’t that what excellence is all about?
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