Sales Manager Merve Tirat Kocadereli has been with Sirena Marine since 2019 and continues her professional career in the department responsible for the worldwide sales of all Sirena Yachts models. During our meeting after the Cannes Yachting Festival, she shared her impressions of the show and answered questions about the intricacies of selling Sirena’s Whisper.
A classic opening question: How did your life intersect with the sea?
Although I have always loved seafaring, my intense interest began during my years studying at the Naval Academy. During my years here, I began participating in professional sailing competitions and continued my training on sailing boats. During my university years at Marmara University’s Mechanical Engineering Department, I continued my education in boats and determined my career path. My first professional work experience was as a sailboat service engineer in the after-sales department of a company where I worked for a year. While doing this job, I always had it in mind that one day I would go into sales. I wanted to thoroughly learn the ins and outs of the technical service department and then continue my career in sales. Sirena Marine entered my life by chance, without me having to make any plans for this intention. A friend of mine who works in Sirena Marine’s sales operations told me they were looking for someone new for the sales department, so I immediately applied and seized the opportunity. I went to the interviews and started working.
Did you have any idea about Sirena Yachts at that time?
Of course I was following it closely. I was observing the boats they produced and how they made them. I was also following them on social media and checking out every new model they released on their website. I was also aware of their promises and goals. I knew that working in sales at Sirena Yachts would be a great goal for me. I’m very happy that it happened sooner than I expected because I gained valuable experience here by learning every aspect of sales.
Your most recent experience must have been the Cannes Yachting Festival, which you returned from a few days ago. What would you like to say while it’s fresh?
I can say it was very enjoyable. We showcased three boats this year, and our newly launched Sirena 60 was also a real eye-catcher. We launched the new generation version of the highly successful Sirena 58. It received a lot of attention and great reviews. We received compliments that made us especially proud from our Turkish customers. We met many sailing enthusiasts who follow our work, find our model improvements successful, and admire us. The feedback from our dealers was also very satisfying. It was an intense, exhausting process, but I enjoyed every moment of it.
We frequently feature yacht shows on our pages and understand how important they are for the industry. So, are there actually sales at the show? How does the sales process go? Those who buy and sell boats know how direct sales work. Could you also inform our readers?
There are two groups related to sales at trade shows. First, potential customers who come to the show with the intention of buying a boat. They come to the show, see the models that meet their needs, get detailed information, compare different brands, and make their final decision right there. We have made many sales this way. Those who come to see the boat from scratch usually want to recognize the brand and see its quality for themselves. We also present our boats and brand in detail at these shows. We explain all of its features and discuss the options we offer to tailor it to your specific needs. During this process, we can also convey details such as contracts, production, and delivery. We shape the boat according to the future owner’s desired usage and evaluate the details during these meetings at the show. The second customer group consists of those we began discussions with before the show. They may wish to discuss the remaining points they want to evaluate in detail on the boat once more. Even if it has already been sold, taking a detailed tour of the finished boat with the customer and going for a test drive brings the boat’s promises to life. At this stage, it is useful in determining the final state of the yacht. We also completed sales in this manner during the Cannes process. Therefore, Cannes offers us significant sales potential. It is especially important to meet with new potential buyers. It is also very effective in terms of brand value. BootDüsseldorf is one of the two most important arenas where we can showcase ourselves.
Actually, we can call what you described the ideal customer profile, because they know what they want. What about those who buy their first boat?
Actually, not many people want to start without researching products and brands and forming an opinion about them. They definitely watch videos, read articles, read the news, and form an opinion. The brands that will stand out when new customers who want to spend long periods of time at sea, seek comfort at sea, or want to change their lifestyle want to buy a boat are clear. As they examine these in detail, a certain model takes shape in their mind. Even if a prospective customer is buying their first boat, they come to us knowing more or less what they want. This is a serious investment, and those who decide to become boat owners always feel ready to become customers after doing their homework.
I suppose the exterior appearance or the yacht’s design also influences the purchase decision, doesn’t it?
The right decision for everyone is made when all the desired characteristics are met, but of course there is also the appearance factor that we call “beautiful.” No one should choose a boat just because they find it beautiful, but Sirena Yachts models also have an advantage in terms of beauty. Because among the impressive boats standing side by side, they have design lines that make you say, “What’s this?” and draw your attention. Sirena Yachts’ design style is fierce yet sympathetic and soft-touch, with a noble appearance. This is perhaps the most striking feature of the boats when viewed from the outside. They stand out everywhere, drawing attention in the marina with their height and width. People passing by tum around and look back. They are very easy to distinguish even at sea. I believe its exterior design captivates every sailor. This is another feature that boat owners appreciate; owning a Sirena makes you feel privileged.
