Shaking up Industries
Darren Finkelstein, owner of St. Kilda Boat Sales is excited. His business has emerged as an expert in boating lifestyles in Australia over the last 18 months.
Servicing boats in Melbourne for over a decade, St Kilda Boat Sales has created an impressive public profile and client base. Darren wasn’t always this excited about business though. In fact, just a few years ago he was about to give it all up.
That was before he discovered Key Person of Influence. “Boat Sales is a fairly traditional industry, and I guess I was bored. The company’s financial performance began to reflect that,” Darren explains. “There was only one certainty. I wanted stronger revenue and to be excited about what I do, but I had no idea how.”
The programme challenged Darren to rethink what he did. “That was the single most important thing I did for my business.”
KPI mentors quickly pointed out that Darren’s clients came to him for much more than simply buying a boat. They actually buy into a lifestyle. “By simply shifting the focus of what we do from ‘boat sales’ to providing enjoyment, quality lifestyles and the intrinsic social aspects of boat ownership, and simultaneously removing any hassle for our clients, my whole perspective started to change for the better.”
People became excited when Darren explained what St. Kilda Boat Sales did. The next most vital aspect of the KPI program for Darren was writing his book ‘Honey, let’s buy a BOAT’. “During the program I realised how much I know about boats, particularly using them as tools to create great lifestyles – specifically for busy people.” Darren combined that knowledge with skills gained during the KPI program and applied these to publishing a book. The result was life changing.
“Today, my old business frustrations are gone and our business is thriving. We’ve developed new products and services that cater for the lifestyle components of boat ownership and I’m a regular contributor on talk shows and on the speaker circuit on this topic.”
Darren’s book and business have featured in major international boating publications and on shows, which has helped him establish the credibility to forge great sponsorships & partnerships. Essentially, implementing the KPI methodology has meant that clients come to his business pre-sold on the idea of owning a boat, and ultimately buy from him.
“Sales cycles are shorter, there’s far less pressure, and people show up really excited to buy a boat from us.”
Darren has emerged from the KPI program as an author and speaker, and a person who loves what he does. His business has transformed entirely, not only in terms of its phenomenal success, but also in how Darren himself thinks about it.
“Not only have we had our most successful year ever, it’s also been the most fun I’ve ever had in business.” Watch more here