Despite its male dominance, is the marine industry truly in touch with its feminine side?

Consider this scenario. Mr and Mrs Boatbuyer come to Southampton Boat Show to view a boat. Mr Boatbuyer heads for the engine room and she looks to the galley and accommodation.

He likes buying electronics, she likes buying cushions and lamps. He finds antifouling exciting, she'll chat for hours about how to get sun-tan stains off the carpet.

Alternatively, she'll just stay at home.

On her previous visit to a dealership it was cold, the salesman talked down to her, there was nothing for the kids to do and she was bored to death listening to macho talk about speed and performance.

These scenarios are real. Yes, it's a male dominated industry and, yes, it's probably right that the majority of time is spent dealing with Mr Boater.

But look at how to bring Mrs Boater closer to our industry.

Remember Mel Gibson in What Women Want. Talk to your team, look around your showroom, review how you deal with sales enquiries, re-read your brochures, consider how you are viewed from the female perspective.

If you're getting no joy out of selling to him - try calling her instead - or get your female colleague to do it! Above all, never underestimate how important Mrs Boatbuyer is in the process.

You may think she makes up half of the sale, but it's a wise man that acknowledges that only when the woman approves the purchase will the deal be truly done.

Georgina Bartlett is managing director of Saltwater