Mobile Electronics August 2015

August 2015

me-mag.com

ÂŽ

uThe Top 12 Retailers

Newcomers, Old Vets Share the Industry’s Biggest Stage

uDiversification, the Old School Way: Autosound Specialists Adds Classic Car Customizing to its Repertoire u Customers for Life: How are your Rapport-

® optimize your senses

RVC1000

RVC910

RVC1100

RVCLR

Mini Super Wide Viewing 150º view, Programable Normal or Mirror Image, 0.5 lux

Wide Viewing, 120º view, 0.3 Lux

OEM look, Stick On mount super wide, 160º view

Flexible Rubber Surface Mount

NEW !

Auto Switcher SVC 2000SW

RVCLPM (Chrome) RVCLPMB (Black Chrome)

RVC800LPWIRB (Black) RVC800LPWIR (Chrome)

License Plate Camera 120º view

IR License Plate Camera 120º view

RVC1500IRA

SVC2000

Front Windsheild IR Camera with Audio Output

Side CCD Cameras with LED Marker Lights

OnStar ! OE STYLE REARVIEW MIRROR

4.3” WIDESCREEN LCD MONITORS Rear View Mirror or Glass Mount Monitor

NEW ! with Built In 4.3” LCD (Manual Dimming)

Glass Mount Monitor Snap-on Sunshade

Rear View Mirror Monitor

4.3” LCD Rear View Mirror Manual Dimming Includes Cable Adaptor Adjustable Parking Lines Works with old and newer OnStar Systems

NEW !

Adjustable Parking Lines

RVMMMDOS

Mini Digital Multi-Meter with Built in Flash Light

TFT-LCD Monitor AV Signal Auto Detect Power On/Off 2 AV Inputs Auto Switch when reversing PAL/NTSC compatible Temperature Range Operation : -20ºC ~ 70ºC

STANDARD POWER 20A to 100A CBM20 CBM25 CBM30 CBM40 CBM50 CBM60 CBM70 CBM80 CBM100

NEW !

2 Mobile Electronics  April/May 2015

Rear View Glass Mount

Manual Reset Circuit Breakers

NEW !

Compact design makes for easy portable use.

Features Illuminated display and built in flash light

RVM430NG

20A 25A 30A 40A 50A 60A 70A 80A 100A

Priced as low as $4.95 Why use standard fuse and fuseholders anymore !

DM300

LCDP43LW

u o y e r A NEW !

LED SPOT OR FLOOD LIGHTS Available in 30ยบ or 60ยบ Angles

NEW !

White LED flood light 15 watt, 12vdc operation

LL27WAS - Spot Light 30ยบ LL27WAF - Flood Light 60ยบ

LL15WAS - Spot Light 30ยบ LL15WAF - Flood Light 60ยบ

60ยบ Angle Flood Light

30ยบ Angle Spot Light

INDIVIDUALLY CUSTOM DRILL IN !

LED Daytime Running Lights

a e R

LED SPOT OR FLOOD LIGHTS Available in 30ยบ or 60ยบ Angles

White LED flood light 27 watt, 12vdc operation

30ยบ Angle Spot Light

. . . dy

60ยบ Angle Flood Light

BLIND SPOT SENSOR KIT with LED & Audio Warning Sound

Finally a quality, high profit aftermarket blind spot sensor kit !

Also Avilable in Bar Style

Install flush into any grill or actual bumper itself. Custom mount in a straight line on follow contour curves of bumper

Installs in locations where no DRL1200 other DRL can fit !

DRL2000

2 side sensors Dash LED Distance Display 2 dash or mirror mount LEDs Main control box BSS200D Continuously indicating obstacles Piezo warning sounds after turn signal activated (if there is an obstacle)

LED Indicator Activated

Dash Mount or Mirror mount LED Indicator

BSS200

17900 Crusader Ave, Cerritos, CA 90703 USA (800) 788-1212 (562) 809-5090 me-mag.com โ 3

Volume 32// Issue 6

Ad Index

THEN THERE WERE

®

Accele Electronics...................................... p. 2 & 3 Alpine Electronics................................................ p. 4 Arc Audio .............................................................. p. 39 AudioControl ....................................................... p. 12 Auto Design NYC .............................................. p. 39 Directed ................................................................ p. 60 Firstech ................................................................. p. 59 Focal ....................................................................... p. 37 InstallerNet ......................................................... p. 55 JBL .............................................................................. p. 7 Kenwood ................................................................. p. 9 Memphis Car Audio ........................................ p. 36 Metra ....................................................................... p. 13 Mobile Electronics ................................ p. 21 & 35 Voxx ......................................................................... p. 11 World Concepts International .................... p. 17

14

FEATURES 14 // Top 12 Retailers of 2015 Being the best is about more than a trophy. It’s about honor and raising the bar.

This year’s Top 12 Retailers discuss mistakes that helped them grow and what the industry needs to raise the bar even higher.

34 // Business Feature: Boosting Sales Through Kindness It’s safe to say that just looking upon a customer as a one-time sale is short-sighted.

To truly achieve longevity in 12-volt retail, customers should be seen as more than just a sale, but as an on-going relationship that should be nurtured and cultivated.

40 // Real World Retail: Auto Sound Specialists Utilizing a background in sales and customer service, Kenny McCardie has taken his shop into the stratosphere with a focus on building strong customer relationships and paying close attention to their needs every step of the way.

48 // Behind the Scenes: JL Audio Thanks to its retail store background, JL Audio has become a household name in the world of 12-volt audio. Although the road to the top was long and arduous, staying there doesn’t seem to be a problem for a company that continues to innovate.

48 Articles 24 Retail News/Who’s Who 28 External Effects 52 Installs

On the Cover This month’s cover design was meant to the symbol of the compass, which was selected to represent the direction that you, the retailer, can take your business should you make the choice. If you attended KnowledgeFest, you made the conscious choice to go to the industry’s ONLY 12-volt-centric event. You also made the choice to attend seminars, walk the show floor, schmooze with friends and colleagues, and even enjoy watching some of those same friends and colleagues win at the industry awards. If you chose not to go, then there’s only one question: why not?

COVER DESIGN: ROBIN LEBEL

4 Mobile Electronics  August 2015

Departments 6 Feedback 8 Editor’s Forum 10 Stats 12 Helpful Stuff 30 On the Market 58 Guest Editorial

facebook.com/me-mag

WITH ITS 9-INCH TOUCH SCREEN AND COUNTLESS FEATURES, THE X009-WRA IS READY FOR YOUR NEXT BIG ADVENTURE

The 9-inch screen is 89% larger than the factory radio and 55% larger than a standard aftermarket screen.

View alerts like tire pressure and door status, plus keep your favorite factory features like steering wheel controls and factory amplifier controls.

Your Jeep Wrangler deserves the ultimate dash upgrade. The X009-WRA Restyle Dash System has a large 9-inch screen that is the hub for your entertainment and information needs. Use it with separate front and rear view cameras to reduce blind spots and maneuver around off-road obstacles. Let your adventures start with Alpine.

The X009-WRA is compatible with front and rear view cameras (sold separately), to help eliminate blind spots around your Wrangler.

Shown here, X009-WRA for: 2011-UP Jeep Wrangler*

The X009 and custom dash kits are also available for:

Select Ford F-150* trucks, Select GM* trucks and SUVs, Ram* trucks and Toyota Tundra*

www.alpine-usa.com/me

* Jeep and Wrangler are registered trademarks of FCA US LLC. The Bluetooth® word mark is a registered trademark owned by Bluetooth SIG, Inc. and any use of such mark by Alpine Electronics, Inc. is under license. Other vehicle makes and models are those of their respective owners. © 2015 Alpine Electronics, Inc. All Rights Reserved.

me-mag.com 5

 feedback

This Happens...

ADVERTISING SALES

Customer education leads to higher numbers and allows you to upgrade your shop in unexpected places.

Car Play and Android Auto have extremely high conversion rates.

Most of our customers have to have it. Anonymous We have had people threaten us to discount something or they will give us bad reviews on various search engines and social media and did it. Mike White, Auto Audio & Video, Little Rock, Ark. Expanded the fab/wood shop and added more router tables.

We made it look really nice and it is now part of our shop tour. Our fabrication labor sales numbers are up and our fab efficiency has increased greatly. Carlos Ramirez, NVS Audio, Linden, N.J. Always let the customer experience the product you want to sell them before showing them the product. The experience will override the brand name and you will be able to sell them what is most important to you which should be the highest profit margin product.

The customer will pick what you want them to if you have done a little homework. There are some things you must do to prepare the customer to have the experience you want them to have and pick the product you want to sell. 1) Place the speakers in the best location, 2) Play music that shows off the best attributes of the speaker; make sure to test your location and music choice on employees and family and friends. You are ready to sell when you have a majority of them choosing what you want.

6 Mobile Electronics  August 2015

3) Always play the speaker vs. another without telling them what is playing. Anonymous This happens on a daily basis. A customer walks in interested in a system. I ask how they heard about us. They respond that they “Googled ‘car stereo’ and you guys came up first.”

They went to our Yelp page, read all the positive reviews, and came in. At this point it’s show time. You sell the number one brand in your store....You! If it’s a basic audio upgrade I take them to our MECA State Champion Stock class demo car. If they want high-end audio, they get a demo from our IASCA Pro Class Champion demo car. If it’s a security system, I pull out my iPhone and demo Viper Smartstart and show them the five cars I have in my phone. You have to be engaged to the products you carry and engaging to your clients. This has worked for me. Vince Miranda, Audio Xperts, Vacaville, Calif.

I had firmware issues with the head unit I installed in my vehicle.

It shows how rapidly technology has changed and how we have to adapt as retailers. Technology today is far more advanced and we have to educate consumers on this new technology at delivery so they have a basic awareness of the features available to them. Moe Sabourin, Soundcrafters, South Daytona, Fla.

Kerry Moyer 703.598.6759 • kerrym@mobile-electronics.com ®

EDITORIAL Solomon Daniels 213.291.1528 • solomond@mobile-electronics.com Ted Goslin 800.949.6372 ext. 466 • tedg@mobile-electronics.com Creative Layout and Design: Robin LeBel Contributing Editors: Jamie Sorcher, Ruth E. Thaler-Carter and Rosa Sophia.

Published by

®

Chris Cook, President 978.867.6759 • chrisc@mobile-electronics.com Kerry Moyer, VP Strategic Partnerships 703.598.6759 • kerrym@mobile-electronics.com Solomon Daniels, Dir. Media and Communications 213.291.1528 • solomond@mobile-electronics.com Richard Basler, Dir. Technology Solutions 978.645.6449 • richb@mobile-electronics.com Karin Drake, Events Manager 978.645.6478 • karindrake@mobile-electronics.com Robin Lebel, Creative Director 978.645.6456 • robinlebel@mobile-electronics.com

Mobile Electronics (USPS 957-170) (ISSN#1523-763X) is published monthly by Mobile Electronics Retailers Association, Inc. 85 Flagship Drive, Suite F, North Andover, MA 01845. Periodicals postage paid at Lawrence, MA 01842-8887 and additional mailing offices. POSTMASTER: Send address changes to Mobile Electronics PO Box 92587, Long Beach, CA 90809-2587. Please allow 6-8 weeks for address changes to take effect.

Subscription Prices - United States $35 per year, Canada $42 per year, Foreign $75 per year, Single copy price - $5; Buyer’s Guide $25. Please allow 6-8 weeks to receive your first issue.

TOP-NOTCH SOUND, NOW UNDER CAR SEATS. YOUR CUSTOMERS WILL SURELY ENJOY THE RICH AND POWERFUL BASS OF OUR NEW JBL BASSPRO SL. Only three inches high, this powered subwoofer solution will fit into spaces where bass has never been before. Pure digital amplification, full control, and both high and low level inputs make BassPro SL a welcome addition to virtually any car audio system.

Want a demo? Contact us: Glenn Ihrke at (818)-282- 6507 or www.glenn.ihrke@harman.com Visit us at Knowledgefest

A

international company

me-mag.com   7

 editor’s forum

The Greatest Show on Earth (Minus the Clowns)

Okay, maybe we do have a few clowns, but KnowledgeFest really is the the place to be if you’re an industry pro. I hope you’re here.

TV and the motion picture industry have an awards season. Football has the Pro Bowl, basketball has the All Star Break, and America's pastime has everything surrounding the Midsummer Classic.

We have KnowledgeFest.

What all of these events have in common is that all the participants take a break from the season's grind and competition, and come together to celebrate the accomplishments of individuals for the benefit of the whole. It becomes an appreciation of the larger picture and the ability to make a living doing something they love.

For us, it has the additional benefit of being an event where we can learn from experts and from each other. We can actually talk to others in our situation, open up about problems and share favorable experiences that might bring a positive result to others.

And like the aforementioned sports and entertainment industries, we have an awards season of our own. The Industry Awards recognize those who, over the past year, have shown growth, creativity, innovation and the ability to overcome challenges to achieve a measure of success.

If you're attending the show, I know that it’s not an easy thing to do. It's not easy to stop work (and in many cases, stop getting paid), spend money traveling, staying in a hotel and eating out every day for four days. All that while worrying about what—or who—you've left back home.

But you did it. You placed your trust in this organization that it would make your sacrifice worthwhile. And we've worked hard to ensure that you leave with knowledge, connections and other resources that empower you to quickly make up ground and surge forward, personally and professionally.

The goal for KnowledgeFest this year was to present the very best of our peer practitioners and intersperse them with fresh, proven experts from outside our industry. As they say, sales is sales and service is service, no matter the industry. But more importantly, customers are customers; meaning the same strategies for qualifying, listening, asking for the sale and developing long-term rapport work in our industry just as they do in Fortune 500 companies.

Personally, I think that’s the most fulfilling part of our business: trying what works somewhere else and incorporating it.

We’ve seen successful retailers take the “consultation center” model used in high-end interior design centers and replace the traditional sales counter (aka barrier) model. The thorough vehicle check-in procedures used by rental car agencies have bolstered our own previously cursory procedures. IKEA’s full

8 Mobile Electronics  August 2015

store walkthrough is now a common practice for retailers to show not only the quality of their work, but the dedication of their business to that quality. It all works.

(And of course, there are some models that are highly successful in other service sectors that don’t work for us. Imagine drive-thru installations, “60 minutes or it’s free” guarantees, or my favorite, the mattress industry’s “sleep on it for 100 days” trial.

Yeah, right.)

So we’ve met our education and presentation goals with this show. What’s your goal? Many of you took advantage of our class reservation system implemented this year, and that gives you a real plan to get the most out of the educational sessions and after-hours, brand-specific trainings. Add to that a vibrant show floor featuring the latest products and demonstrations from vendors dedicated to your growth and success.

On top of that, come to the show with networking goals as well. Make a plan to meet at least five retail or installation peers that you can keep in contact with throughout the year. Come with the objective of taking home three ideas from talking with other show-goers about what works for them. Conversely, plan to share three ideas of your own that have worked (or not worked) for you.

If you’ve come with staff or co-workers, don’t just follow each other from room to room and booth to booth. Have each person split up to participate in a different class, demonstration or other event, and come together to share those experiences for a broader, more fulfilling takeaway form KnowledgeFest.

And finally, there is the Mobile Electronics Industry Awards presentation. (And I really mean ‘finally’ since it’s the last event of the show this year!) If you’ve been part of the process, voted for a person or company and followed the progress at MEIndustryAwards.com, you know that we’ve introduced some new awards to not only recognize more achievements, but also make a statement about what’s really important to our continued growth as an industry.

I’m happy to say we will also be presenting a Lifetime Achievement award to someone who has had a profound and lasting effect on expanding the vision and capability of what we can really do to enhance the in-vehicle experience for our customers.

As is the case every year, I really look forward to seeing you in Dallas! It’s great to put faces with names and reconnect. And I’m very proud to be part of our group of creative, talented and fearless entrepreneurs and professionals. 

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 stats

What Are You Packing?

Retailers disclose their in-car tech.

Retailers with aftermarket mobile electronics products in their vehicle Yes - 91% No - 9%

Vehicle used to demonstrate products, features or work quality for your shop Yes - 91% No - 9%

Retailers with aftermarket security products in their vehicle

Retailers with aftermarket safety products in their vehicle

Yes - 75% Not yet, but soon -6% No - 19%

Yes - 63% Not yet, but soon - 19% No - 19%

Fabrication work featured in your vehicle Yes, a lot - 15% Yes, some - 56% No - 28%

Retailers with aftermarket audio components in their vehicle Customer groups that would be most influenced to buy based on experiencing your vehicle Sound quality buffs - 71% Bassheads - 39% Value-minded drivers - 43% Moms - 25% Teens - 46% Older drivers - 39% High-end clientele - 21%

10 Mobile Electronics  August 2015

Yes - 91% Not yet, but soon - 6% No - 3%

BELLS. WHISTLES. PROFITS. REMOTE START WITH CARLINK SMARTPHONE APP

PURSUIT REMOTE START / SECURITY

CONNECTING ENHANCED ENTERTAINMENT WITH ADVENT OVERHEAD VIDEO & CUSTOM HEADREST VIDEO

CONNECTING ENHANCED ENTERTAINMENT WITH ADVENT OVERHEAD VIDEO & CUSTOM HEADREST VIDEO

LANE DEPARTURE & COLLISION WARNING

ADVENT NEXT GENERATION FULLY INTEGRATED NAVIGATION

THE AUTO UPGRADES YOUR CUSTOMERS WANT ... THE PROFITS YOU NEED. Technology add-on packages from Advent maximize your profits while giving your customers the latest and greatest upgrades.

To become an authorized Advent reseller, sign up at adventproducts.com/become-dealer/ To see our complete lines, visit adventproducts.com

me-mag.com 11

 helpful stuff

Books: Elon Musk: Tesla, SpaceX, and the Quest for a Fantastic Future

BY ASHLEE VANCE WWW.HARPERCOLLINS.COM/9780062301239/ELON-MUSK ECCO/HARPERCOLLINS PUBLISHERS-- $28.99

Silicon Valley has its visionaries, entrepreneurs and geniuses. Elon Musk, the C.E.O. of rocket company SpaceX as well as the electric-car company Tesla Motors, definitely qualifies. The 43-year-old is estimated by Forbes to be worth $13 billion—quite a turnaround for someone who, at age 17, didn’t have enough money for a proper meal. Musk got himself into college; then headed West. This biography, written with Musk’s cooperation, takes readers on his journey from his roots to the success he is today. What comes across is that money doesn’t motivate Musk—ideas do. His first start-ups were Zip2 (sold to Compaq) and X.com (which merged with the company that owned PayPal and was sold to eBay). He then invested a major part of his fortune on a rocket start-up designed to reduce the costs of space travel and, eventually, transport humans to Mars. Working 100-hour weeks and pushing risky ideas, Musk is also known as a leader who hires the right people and motivates them. A great read to gain an understanding of the technology world and American invention.

Services: Hipmunk WWW.HIPMUNK.COM

Sales reps, business owners, installers and mobile electronics executives are all on the road at any given time. A great service for making travel arrangements is Hipmunk. Yes, the name is unusual, but the company’s mission is no-nonsense. Based in San Francisco, the company (online and through mobile apps) saves you time and money by comparing top travel sites so you don’t have to do that grunt work. The display makes it easy to figure out your best travel options whether it’s a commercial flight, train or hotel you need to book. For instance, it shows you options based on layovers, duration, connections—and, of course, cost. But for anyone trying to plan how to get to a trade show efficiently or how to see five clients in three days economically, this is the ticket.

“EVERYTHING ELSE IS JUST AN AMPLIFIER”

HIGH-POWER SUBWOOFER AMPLIFIERS HIGH CURRENT DESIGN | 600 WATTS (THE EPICENTER® 600) | 1200 WATTS (THE EPICENTER® 1200) | 1 OHM STABLE THE EPICENTER® DIGITAL BASS RESTORATION | MILC™ LEVEL MATCHING CIRCUIT (PATENT PENDING) | 24 DB/OCTAVE LINKWITZ-RILEY ALIGNMENT CROSSOVER | GTO SIGNAL SENSE | PFM SUBSONIC FILTER | LINE-LEVEL RCA AND SPEAKER-LEVEL INPUTS | ONE-PIECE ALUMINUM CHASSIS | DASH CONTROL FOR LEVEL AND THE EPICENTER® EFFECT

www.audiocontrol.com 425.775.8461

12 Mobile Electronics  August 2015

 helpful stuff

Sites Software/Apps: Microsoft Office Lens To See: OpenTable

HTTPS://PLAY.GOOGLE. COM/STORE/APPS/DETAILS?ID=COM.MICROSOFT. OFFICE.OFFICELENS&HL=EN

WWW.OPENTABLE.COM/START/HOME

Dining out has been transformed by technology, and OpenTable allows folks to make reservations at a restaurant more easily than ever. OpenTable is ideal if you’re in an unfamiliar city and need to have a breakfast meet-up, or if a client drops by your shop unexpectedly and you want to grab a bite to eat and talk business over dinner. The site, which got its start in 1998, lets you find a table for breakfast, lunch or dinner online or with the mobile app. The OpenTable service lets you see which restaurants have available tables. You can make a selection based on diner reviews, menus and other helpful information.

You can also book a reservation. Select a place by restaurant, location or cuisine. More than 32,000 restaurants are included, and more than 16 million diners use the service each month.

If you have a smartphone, you’ll want a scanning app with OCR—optical character recognition (OCR). It’s like having a scanner in your pocket. A scanning app lets you capture information in seconds—and it allows you to be paperless. Business cards are a prime example of something you might want to scan. Use the app and capture that person’s contact information immediately. If you’re in a meeting, you can capture whiteboard and presentation slides so you won’t miss a thing the speaker is saying. Just snap a picture of the slides as they appear and you’ve got the info. If you pass a business that you want to check out at another time, simply snap a photo of their info that’s in the window or on the door, and you can reference it later. Microsoft Office Lens (free) works with OneNote, OneDrive, Word and other Microsoft apps, so you can save and export. It features a Whiteboard setting, which applies a high-contrast filer to the image so it’s more legible.

me-mag.com 13

THEN THERE WERE The Top 12 Retailers of 2015 feature a healthy balance of past winners and emerging veterans who’ve been waiting in the wings for years for their shot at glory.

AL & ED’S AUTOSOUND

PACOIMA, CALIF. Owner/Manager: JOHN HAYNES Years in the Mobile Electronics industry: 25

CAREER HISTORY: Hired by Al & Ed’s for sales in 2000. Advanced quickly to store management where I successfully managed and developed top locations. Left in 1995 to assume position of ASM for Clifford Electronics, which was sold to DEI in 2000. Hired back by Al & Ed’s in 2000 as the buyer, I have been with them to date operating all aspects of the company.

OTHER DUTIES AT STORE: Besides purchasing, I handle all general company operations, website, franchise development, all kinds of company programs. Have signed correspondence for years as “Chief Bottle Washer.”

PROUDEST CAREER MOMENT OUTSIDE OF THE TOP 12: Launching our distribution company. Because resources were being directed to launching our company website, it was a one-man show. I started the same day the website team started and launched AE Distributing 24 hours prior to the website.

BIGGEST MISTAKE EVER MADE AS A BUSINESS OWNER OR MANAGER: Many years ago, an employee of mine did some store merchandising. They stayed extra hours to do it for me. It wasn’t “exactly the way I would have done it,” so I took it down and

14 Mobile Electronics  August 2015

did it my way. It looked much better, but I lost a good employee and learned a valuable lesson.

THREE FAVORITE ACTIVITIES TO DO BESIDES WORK: I play guitar and banjo (yes, banjo), woodwork and spend time with my wife, children and grandchild. A daily dose of People’s Court rounds out my day.

Biggest influence in regard to expertise, professionalism and work ethic: My father, number one. I had a store manager when I was a 16- or 17-year-old stock clerk who saw something in me and spent time teaching me things “beyond my years.” In this industry, Al Brotsky was a major influence.

VISION OF THE BUSINESS IN FIVE YEARS: Our industry is an evolving one. I don’t believe there will ever be a lack of people wanting to personalize their vehicles, but keeping on top of what they want to do, and how to do it, will be the challenge. More solution based, as opposed to brand based selling, thinking creatively and executing perfectly. Fortunately, OE offerings have to be compromised to balance the feature versus cost and weight, so we can always do a better job. 

AUDIO DESIGNS & CUSTOM GRAPHICS

JACKSONVILLE, FLA. Owner/Manager: DARREN FETTIK Years in the Mobile Electronics industry: 21

CARTRONIX, INC.

VALPARAISO, IND. Owner/Manager: ERIC M. CARTER Years in the Mobile Electronics industry: I have grown up in the electronics industry my whole life but technically now have 24 years of experience and still learning every day.

CAREER HISTORY: Starting working at my dad’s shop, riding my bike to work after school. I watched the sales staff and installers but had to do my homework before I could “play.” From there, I got the 12-volt bug and it became my passion. The car audio business was a side business as we focused on our cellular phone and pager sales. Fast forward, and we sold our seven AT&T stores

CAREER HISTORY: In 1994, I bought my first car, installed a cassette player and CD changer because the shop that I purchased it from had a three-week wait and I couldn’t wait. In 1996, attended Installer Institute, started my first professional job at Car Audio Sensations in Lockport, NY, and in the following year got a job at Custom Radio in Williamsville, NY. Worked with three-time Top 12 Installer Scott Sealey. In 1997, moved to Florida, worked at Rollin’ Sound. In 1998, bought Rollin’ Sound with a partner. Partner issues, left in 2001, went mobile. 2004, got a warehouse/bay and founded Audio Designs & Custom Graphics. In 2005, opened a storefront on San Jose Blvd. 2008, the economy tanked, left the storefront, went to a warehouse/bay in an industrial park. 2010, opened a storefront on Beach Blvd. 2013, moved to the current location on Atlantic Blvd, and in 2015 we expanded into more area of our current shop.

OTHER DUTIES AT STORE: Graphic designs and installation, head and taillight tinting, back-up to sales, window tint and installations, bookkeeper.

PROUDEST CAREER MOMENT OUTSIDE OF THE TOP 12: Purchasing Rollin’ Sound in 1998.

BIGGEST MISTAKE EVER MADE AS A BUSINESS OWNER OR MANAGER: Hired too many employees rather than focusing and making my existing employees efficient.

THREE FAVORITE ACTIVITIES TO DO BESIDES WORK: Spend time with my kids and girlfriend, play golf, drive my truck while listening to my sound system.

BIGGEST INFLUENCE IN REGARD TO EXPERTISE, PROFESSIONALISM AND WORK ETHIC: Darrin “Pokie” Battle VISION OF THE BUSINESS IN FIVE YEARS: Buying or building a custom building made for efficiency. 

to GameStop and I took over the car audio store around seven years ago. It turned around, making our brand what it is today.

OTHER DUTIES AT STORE: I need a hat rack for all of my hats!

I clean and organize the store every morning. I work the sales floor any chance I can. I order inventory and manage day to day operations.

PROUDEST CAREER MOMENT OUTSIDE OF THE TOP 12: Having clients recognize our work and drive eight hours to our location so we can put a stereo in. Another proud moment was sitting at the airport and someone recognized me from our Cartronix Facebook page and knew what I did.

BIGGEST MISTAKE EVER MADE AS A BUSINESS OWNER OR MANAGER: Having too much inventory! I have learned the hard way that you need to keep inventory to basics so you can have more cash at hand.

THREE FAVORITE ACTIVITIES TO DO BESIDES WORK: I love hitting the lake house

for some boating and relaxing under the stars. Reading—I have many great industry friends send me books about business and I have read them all. Family time with my boys. I love every minute of it, teaching them new things and

how things work.

BIGGEST INFLUENCE IN REGARD TO EXPERTISE, PROFESSIONALISM AND WORK ETHIC: This is a tough question because I look up to so many of my peers in the industry like Micah Williams and Mitch Shaffer, but my dad would be the best influence. He taught me the school of hard knocks and I think he did a good job sharing his ways of business with me.

VISION OF THE BUSINESS IN FIVE YEARS: In five years I plan to add a second location in Illinois and build my brand there. I see a great market for the type of retail and installation work we do. 

me-mag.com 15

EXTREME AUDIO

MECHANICSVILLE, VA. Owner/Manager: Mike Bartells Years in the Mobile Electronics industry: 24 CAREER HISTORY: I started in the industry as a part time installer right after graduating high school. A year or so later I got a job as a salesperson at a different shop. As many of us can probably say, I was pretty hooked on the bass end of things back then, which led to me getting hooked on the SPL end of things. After opening my own store in 1999,

I got really heavy into SPL, but also started to see that it was something that would be difficult to be successful in, on the business side of things with that clientele. From that point, my new goal has been improving on the business, trying to be the best on that end of things.

OTHER DUTIES AT STORE: With a new location opening, I was thrown back into the sales end of things for a while. Prior to that I feel I’ve done well at surrounding myself with people who excel at their given position.

PROUDEST CAREER MOMENT OUTSIDE OF THE TOP 12: From a work standpoint, winning Retailer of the Year in 2013 was a huge accomplishment. We’re always proud of the positive feedback we get from our clients, and having that same feedback from our peers was great.

BIGGEST MISTAKE EVER MADE AS A BUSINESS OWNER OR MANAGER: Not having the proper people in the proper positions.

We’ve all been through those times where you maybe had techs working there who weren’t up to snuff. Proud to have guys on staff now that I know take pride in their work.

THREE FAVORITE ACTIVITIES TO DO BESIDES WORK: Spending time with the wife and kids, although now with the “kids” being 17, it will become a lot more time with just the wife. We enjoy getting out of town to ride ATVs, and have started getting more active with hiking and just getting “out there” for new experiences.

BIGGEST INFLUENCE IN REGARD TO EXPERTISE, PROFESSIONALISM AND WORK ETHIC: Work ethic, and ethics in general, definitely my parents. I think they instilled the “treat people like you’d want to be treated” into me long ago. I always like to say that I sleep good at night knowing I treat people the right way, whether it’s the best way for me or not. Expertise and professionalism I credit to the wealth of knowledge I became surrounded by when I started attending KnowledgeFest back in 2006. I haven’t missed one since.

VISION OF THE BUSINESS IN FIVE YEARS: I hope to see continued growth and evolution with the times at our current store, and hope that our second location takes off and is up to the same level and quality staff that our current one has. 

KINGPIN CAR & MARINE AUDIO

WILSONVILLE, ORE. Owner/Manager: JASON KRANITZ Years in the Mobile Electronics industry: 22

CAREER HISTORY: Crazy groupie to hobbyist. Then installer to career to business owner and now trainer.

OTHER DUTIES AT STORE: Trainer of all techs and sales personal. Making sure my guys have the tools to succeed. Installer/ Fabricator Inventor/innovator—designing tools and workstations in the bay to make production faster along with quality control.

PROUDEST CAREER MOMENT OUTSIDE OF THE TOP 12: Winner ISOTY! and Growth every year since I have been open. We are truly blessed.

BIGGEST MISTAKE EVER MADE AS A BUSINESS OWNER OR MANAGER: Not starting the company with a business loan to have cash flow in the beginning.

THREE FAVORITE ACTIVITIES TO DO BESIDES WORK: Teaching/training, gam-

16 Mobile Electronics  August 2015

bling and traveling.

BIGGEST INFLUENCE IN REGARD TO EXPERTISE, PROFESSIONALISM AND WORK ETHIC: My dad gave me my work ethic. Jon Webb, Josh Landau, Micah Williams, John Schwartz and Keith McCumber have been there to bounce store ideas off of. Del Ellis has instrumental in our expertise sales and client service. Mitch Schaffer for our website and online marketing—big influence on being a expert on the Internet.

VISION OF THE BUSINESS IN FIVE YEARS: Big growth and starting the next chapter as a building owner. 

me-mag.com   17

GNC CUSTOMS

GOSHEN, IND. Owner/Manager: JOSH MOJICA Years in the Mobile Electronics industry: I have been in the industry since 2002. That is when my brother Jeremiah and I started GNC Customs. However, my experience goes back another decade. I have been working with electronics since I was about 10 years old.

CAREER HISTORY: Our father started selling electronics in the late eighties and early ’90s. I learned to load speaker boxes and connect home stereo cabinets when I was in the fifth grade. By the time I could drive, I was installing car stereos for our family business. After high school I left to try the college thing but eventually dropped out and moved back home to help with the family business, where I belonged. In 2002, my brother Jeremiah and I formed GNC Customs from our parent’s business Gold-N-Comfort. This was a turning point in my life. Since then, we

have constantly pushed ourselves by always going a step above expectations. In 2012, we attended our first KnowledgeFest, and that changed everything. Sitting at the awards ceremony, while the Top 12 retailers were being announced, I said to my brother, “That could be us someday.” And here we are!

OTHER DUTIES AT STORE: My self-given title is General Manager. I manage the dayto-day operations, inventory, invoices, projects, and correspondences. I work the sales floor, do installs when necessary, stock shelves, organize the stock room. I also, alongside my youngest brother Jared, handle our marketing and promotional items.

PROUDEST CAREER MOMENT OUTSIDE OF THE TOP 12: The proudest moment in my work career came last summer. My brothers and I are the second generation to work our family business. In 1985 our parents had started the business as a jewelery store, then home furniture and some electronics. We have grown the mobile electronics side so much that it is the primary source of income for the business. In the summer of 2014 we renovated our building. We added four bays, a wood shop, new showroom and a sound room. Although we had been in business for almost 30 years, it felt like we “had arrived to the dance.” Seeing the reaction of our clients both new and old, hearing the comments and compliments. That is the proudest moment. I am living in it right now.

BIGGEST MISTAKE EVER MADE AS A BUSINESS OWNER OR MANAGER: The biggest mistake that I have made is delivering big budget projects without securing payment

CAREER HISTORY: Kevin: I started out as a installer in 1987. In 1994, I opened my own install shop (inside Future Shop in Oregon). After they closed their U.S stores, I went to work for Stereo King in 1999 as an install manager and through the years I have worked my way up as a Store Manager then a Regional Manager and as of June of this year, I have become the General Manager of Stereo King.

Other duties at store: Sales, install, advertisement, social media, merchandiser to name a few of the STEREO KING things I am involved with, including most day-toPORTLAND, ORE. day operations.

Owner/Manager: JOHN COLEMAN PROUDEST CAREER MOMENT OUTSIDE OF THE AND KEVIN CORNUTT TOP 12: Becoming the General Manager of Stereo Years in the Mobile Electronics King. Starting out as a installer and working my industry: 28 way up through the ranks.

18 Mobile Electronics  August 2015

in full. This has happened a few times on projects that have taken a long time to complete. The customer comes in almost daily, becomes your “buddy,” and as soon as he gets the keys, he bails.

THREE FAVORITE ACTIVITIES TO DO BESIDES WORK: When I am not working I like to spend time with my wife Ashley and our three kids. We enjoy playing games, watching movies, and hanging out on the patio.

BIGGEST INFLUENCE IN REGARD TO EXPERTISE, PROFESSIONALISM AND WORK ETHIC: The number one influence in my life has always been my father, Victor Mojica. He works hard, he always has. He is kind, humble and respectful. He is the type of guy who will go above and beyond the call of duty for others, not only our customers, but for everyone. He taught me the value of not only having common sense, but using it.

He also taught me how to connect a stereo when I was a teenager.

VISION OF THE BUSINESS IN FIVE YEARS: Where do I see our business in five years?

I see us continuing to grow by expanding our services and improving our processes.

As I write this, we are working on our first metal fabrication project. I would like to see us add a dedicated area for upholstery, metal, and light paint work. This would allow us to increasew our value to the consumer and increase profits by keeping the work in house. I know that you “can’t be everything to everyone” but when it comes to mobile electronics in northern Indiana, I want GNC Customs to be The One. 

BIGGEST MISTAKE EVER MADE AS A BUSINESS OWNER OR MANAGER: Mixing friendship and business together.

THREE FAVORITE ACTIVITIES TO DO BESIDES WORK: Spending time with my family. We love to travel. Spending time camping and going four-wheeling.

Biggest influence in regard to expertise, professionalism and work ethic: John Colman. We have spent a lot of years together and he has helped me understand and learn the complete operations of his company.

VISION OF THE BUSINESS IN FIVE YEARS: Continually growing in sales and a big part of that will be finding new categories to increase our sales.

The other way will us teaching and training new sales people and installers. 

MUSICAR NORTHWEST

PORTLAND, ORE. Owner/Manager: KENNETH WARD AND TOM MILLER Years in the Mobile Electronics industry: 29 years for Ken Ward, 26 years for Tom Miller CAREER HISTORY: Ken: I started at Mad Jack’s in San Diego, on the retail floor, and was eventually promoted into management. I went through training programs from Rockford, Alpine, Denon, Analog and Digital Systems, and more. Tom: My career began as a mobile installer for an expeditor in California. That company moved me to Portland, Ore. in 1996 to open a new branch as their installation manager. I soon found myself responsible for sales as well as installation duties. After they shut down that branch office, I decided to stay in Portland and start my own expediting company. Three years later, I sold that business to a local car audio retailer and stayed on board to run the expeditor division. This was my first time working in or near a “traditional” car audio shop. I was fascinated by the custom work that was being done by installers like Chris Church,

Kenny Karst and Andy Day. These three guys fed my desire to learn about custom fabrication and, despite getting a late start in custom, I fell in love with it and progressed quickly.

A few years later, in 2008, I was named a Top 12 installer. This honor really fanned my passion to be better. Last year, in 2014, the industry honored me with the title of Installer of the Year.

OTHER DUTIES AT STORE: Ken: Sales, Buyer, Web/Social Media manager, HR, IT, audio tuning, trainer. Tom: Installer, Install Manager, Accounting, Sales, troubleshooting and diagnosis, HR. PROUDEST CAREER MOMENT OUTSIDE OF THE TOP 12: Ken: Musicar being named one of the Top 12 shops in 2014. Tom: Without question, the single proudest moment of my career happened last year in Dallas when I was named the Installer of the Year for 2014.

BIGGEST MISTAKE EVER MADE AS A BUSINESS OWNER OR MANAGER: Ken: Taking too much on. Just because I know how to do something doesn’t mean I ought to take on that role. Tom: With my first company, I didn’t pay enough attention to the day-today operations and cash position. I was too focused on explosive growth and taking over the world. Losing sight of the details took that company down. I believe that experience made me a better owner today. Slow and steady is the only growth that I’m interested in now. Building a solid team with a stable business that they can call home for many, many years.

THREE FAVORITE ACTIVITIES TO DO BESIDES WORK: Ken: Read, listen to music,

and spend time with my family. Tom: I can do something besides work? Why didn’t anyone tell me about this!

BIGGEST INFLUENCE IN REGARD TO EXPERTISE, PROFESSIONALISM AND WORK ETHIC: Ken: My original crew at Mad Jacks—Allen Tremble, Rob Batterton, and the late Michael “Mick” Champion—were the guys who trained me, and they really wanted to learn everything they could about audio and audio reproduction. I’ve carried that forward. My work ethic is shaped by my father, who spent his life in commercial pesticide application in a terribly hot climate, which required him to work all hours day and night, seven days a week. Anything less always seems like a vacation. Tom: My workaholic tendencies were inherited from my dad. My biggest influences when I began my career as a fabricator were Chris Church and Andy Day. Nowadays I am influenced by guys who are on the cutting edge of design and technology like Jeremy Carlson and Bryan Schmitt. And owners like John Schwartz (Perfectionist Autosound) and Scott Whitehead (Benchmark Motoring) who know how to run highly efficient, profitable businesses while maintaining a high degree of integrity and dedication to their clientele.

VISION OF THE BUSINESS IN FIVE YEARS: Ken: I see us installing amps and speakers in cars. The sources will undoubtedly change, but music systems will continue on. Tom: I see us moving more toward automation. CNC machining, 3D printing, etc. We’ll need more space for that type of equipment, but I feel like that’s where we’re heading. I already feel like we are always making parts. Automating that process and being able to quickly reproduce parts will make us much more efficient and profitable, as well as opening doors to new markets without deviating from our core business. 

me-mag.com 19

PERFECTIONIST AUTO SOUND & SECURITY ANCHORAGE, ALASKA Owner/Manager: JOHN SCHWARTZ Years in the Mobile Electronics industry: 24 CAREER HISTORY: I started as a garage helper/janitor at a small shop in NC when I was 14. I moved to AK when I was 16 and I was fixing everyone’s vehicles in school, so I opened a small business called The Sound Doctor. I got a job at the big shop in town when I was 18, and I was there till I was 23. I was hired as the head tech for CompuStar Auto Security. The owner also owned Perfectionist so he asked me to help out there.

After a few months I was promoted to store manager. In 2008, I became partner and in 2011 I bought my partner out the same night we won Retailer of the Year. I’ve been the CEO since 2011.

OTHER DUTIES AT STORE: In this small business, I am involved in everything. I do sales, I help fabricate and install, I clean the bathroom and shop, I order products and supplies.

I do all the books, including payroll, receivables, and payables.

PROUDEST CAREER MOMENT OUTSIDE OF THE TOP 12: Probably in 2012 I was a finalist for Entrepreneurial Excellence from the Chamber of Commerce in Anchorage. It was very special to me because it is an individual award. The person who beat me heads the telecommunications company in Alaska which is set to become a billion dollar company soon. I felt I was in great company.

BIGGEST MISTAKE EVER MADE AS A BUSINESS OWNER OR MANAGER: Arrogance was always an issue for me when I was

20 Mobile Electronics  August 2015

younger, having to prove to everyone that I am the boss. You don’t know humility until your whole crew quits on you and walks out. At that moment you realize you are the problem. I never want to feel that way again.

Now we focus on communication as a team for every situation.

THREE FAVORITE ACTIVITIES TO DO BESIDES WORK: Spending time with my family which includes my other favorite thing which is traveling. I want to see the whole planet. Third is a tough battle between weight lifting and eating. Some days one is more important than the other.

BIGGEST INFLUENCE IN REGARD TO EXPERTISE, PROFESSIONALISM AND WORK ETHIC: Very tough question.

Throughout my career, I have had some amazing mentors. Through each phase, they have helped me move to the next level.

Most recent would be Jason Lee, the owner of Firstech. He started the company from nothing and now it is a respected brand in the industry. If you think of six ways to look at a problem he always sees number seven. It pushes you to think outside the box.

VISION OF THE BUSINESS IN FIVE YEARS: I see my business on a global level. This industry is changing every day so we have to diversify and expand and create multiple revenue streams. With our new venture into Australia and soon New Zealand it creates an avenue for my current employees to grow into and gives them direction for the future.

Perfectionist will continue to be the premier sales and install facility in Alaska grossing $2.5 to $3 million a year. 

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PRESTIGE CAR AUDIO & MARINE

METAIRI, LA. Owner/Manager: CORY HIMEL Years in the Mobile Electronics industry: This year marks the 25th anniversary of being in the industry.

CAREER HISTORY: It all started back in 1990.

There was a flood in my neighborhood and as a result of that flood the majority of the cars were water damaged. I thought it would be a good way to make money by offering people of my neighborhood carpet cleaning and replacement. One vehicle I came across had an Excaliber alarm system that needed to be replaced. I’ll never forget it. I told the guy I could replace it and he allowed me to do the job. I saved all the money I made from the work I did from that flood and decided to open the business in a very small building on

22 Mobile Electronics  August 2015

Hickory St. in Harahan, La. with just myself and a window tinter. I started by offering alarm and basic stereo installs, along with window treatments. After the first year of being open, we quickly outgrew that location and moved into a much larger location on Division St. in Metairie, La. At this location is where I found my niche. In 1993, I built my first “crank it up” van and got into the competition scene where I was invited to finals in my first year of competition. After that I was hooked! I competed for many years thereafter, winning 11 World Championships and the ever elusive “Grand Master” title.

OTHER DUTIES AT STORE: My role over the years has changed dramatically. In the beginning I was the only manager/installer/ salesman. After hiring an install staff, I moved into more of a managerial/sales role. As time went on and surrounding myself with the

right people I was finally able to take on the role as owner.

PROUDEST CAREER MOMENT OUTSIDE OF THE TOP 12: I’d have to say there are two moments that stand out to me.

First is winning Grand Master in 2003. Not enough emphasis can be placed on how big and important that award was to me. The other moment is when I took my van to CES in 2000 and won Most Exotic vehicle, up against cars from all over the world.

BIGGEST MISTAKE EVER MADE AS A BUSINESS OWNER OR MANAGER: I would say the biggest mistake would be moving to the Division location back in 1991 when I should have just moved to my current location on Causeway Blvd. I firmly believe had I moved to the Causeway location back then, we would be even bigger than we are now.

THREE FAVORITE ACTIVITIES TO DO BESIDES WORK: I enjoy fishing, watching Nascar and camping with the company of friends and family.

BIGGEST INFLUENCE IN REGARD TO EXPERTISE, PROFESSIONALISM AND WORK ETHIC: The people that immediately come to mind are my wife Cherie Himel who has been integral to my success since 1996, handling all of the administrative and book keeping for the business, my good friend Jay Couvillion who worked in the industry for many years and Nolan Menne who helped me build the van that put me on the map, among others. VISION OF THE BUSINESS IN FIVE YEARS: At Prestige we are constantly growing. We have had consistent growth over the past few years and I see no signs that will end anytime soon. I can only hope the business will continue on the path to success that we all have worked so hard on. 

SOUNDSGOOD AUTO SERVICE COQUITLAM, BC Owner/Manager: KEITH MCCUMBER Years in the Mobile Electronics industry: 27 CAREER HISTORY: I started out selling car stereo at Majestic Sound Warehouse in Brantford, Ontario. Three months later, I was assistant manager. I went around to different locations to learn different ways and to bring my sense of sales and adventure to flavor each store. I moved to Vancouver, BC in 1994 to work at A&B Sound, then to Future Shop, Apex Communications and finally started my first installation company called Mobile Installations. That one only lasted for a few years as I didn’t understand business. I met my second wife who has an MBA. She helped me open SoundsGood in January 2005.

OTHER DUTIES AT STORE: As an installer, salesperson and entrepreneur, I can and will do everything. My staff would prefer that I don’t, so I generally take care of administration and sales.

PROUDEST CAREER MOMENT OUTSIDE OF THE TOP 12: Killing my competition is my favorite moment.

BIGGEST MISTAKE EVER MADE AS A BUSINESS OWNER OR MANAGER: I have hired the wrong people in the past. I haven’t fired quickly enough.

THREE FAVORITE ACTIVITIES TO DO BESIDES WORK: I love hanging out with my wife, travelling, and enjoying our nice big house.

BIGGEST INFLUENCE IN REGARD TO EXPERTISE, PROFESSIONALISM AND WORK ETHIC: I have been nurtured by Del Ellis and Marcel Newell for the last few years. Jason Kranitz, Ben Vollmer, Moe Sabourin, Ken Ward and Micah Williams have all shaped my progress.

VISION OF THE BUSINESS IN FIVE YEARS: I see SoundsGood having five stores before the next five years are up. I see us expanding into different realms like paint protection, window treatment and detailing. 

TINT WORLD BOCA RATON, FLA. Owner/Manager: Paul Pirro Years in the Mobile Electronics industry: 18

CAREER HISTORY: In the Mobile Electronics arena, I started in 1984 and have held positions from installer, sales, management, owner, and worked for MERA, ME Mag, and several outside consulting jobs within the industry. Tint World is a nice diversified company that utilizes many of the skills I can offer to its franchises.

OTHER DUTIES AT STORE: Marketing, Vendor Relations, Operations, P&L, and more.

PROUDEST CAREER MOMENT OUTSIDE OF THE TOP 12: Helping others succeed and volunteering to improve different industries and organizations.

BIGGEST MISTAKE EVER MADE AS A BUSINESS OWNER OR MANAGER: Not hiring people smarter than me.

THREE FAVORITE ACTIVITIES TO DO BESIDES WORK: Spend time with family, volunteering for The American Cancer Society, volunteer firefighting, and traveling.

BIGGEST INFLUENCE IN REGARD TO EXPERTISE, PROFESSIONALISM AND WORK ETHIC: My mother.

VISION OF THE BUSINESS IN FIVE YEARS: Doubling its revenue. 

me-mag.com 23

 retail news

Car Concepts Creates Installer Training Program W ith a shortage of qualified installers in the industry, this shop has found a w ay to guarantee they have the best of the best.

WORDS BY ROSA SOPHIA

T

he phrase “good help is hard to find” applies well to today’s automotive sound and mobile electronics industry. Car Concepts of Salt Lake City, Utah has found a way to add talented installers to their staff. Its newly instituted installer training program can serve as a good example to other shops who are in the position Car Concepts found itself in—needing good help, and not getting it through normal means. Rick Goeller opened Car Concepts in 1983; now, at their current location in Salt Lake City, they utilize roughly 24,000 square feet for both retail and installation. The Goellers—Rick and his son Ryan—have one location, and 16 employees.

24 Mobile Electronics  August 2015

The reason for designing a training program was clear.

“Qualified installers with a good attitude are really hard to find,” Ryan Goeller explained.

The creation of the program came from a brainstorming discussion, once the Goellers realized they needed two to four more installers.

Normal ways of searching for qualified individuals weren’t working, and neither were the not-so-normal ways. “My father came up with the idea of shadowing a technician. We had someone come in who worked for a car dealership, and some of his work involved putting radios in, but he had never installed professionally. He had a great attitude and really wanted to work here.”

Because it is so difficult to find someone who has already been trained as an installer, it made sense to create the training program. Rick Goeller thinks the program may continue to work well for them. “In my 45 years of retail, I’ve never seen as huge of a shortage of installers like we have now,” he said. “I asked reps

if they know qualified people looking for work. Everyone is looking. It’s become so specialized, it’s a bit more complex than the old days of a four-track player and rattling speakers. You have to have confidence in your installers working on $150,000 vehicles.”

Ryan Goeller explained the training process in detail. “We take a person that has a little bit of vehicle background— mechanical—and we have them shadow an experienced technician. They basically work together for 60 to 90 days, we pay the trainee a base so they get no commission, and they shadow that person until the installer says they are qualified. Once they are qualified, we do a commission scale on our installers. The trainee starts at a preset commission rate, and the guy

»

Who’s Who Mark D’Elia SoundFX West Warwick, R.I. Years of industry experience: 15 Hobbies: Cutting my lawn What you’re really good at: Multitasking, acting on and creating urgency

Bill Sommers Sommer Sound Systems Panama City, Fla. Years of industry experience: 27 Hobbies: Cars, guns, Call of Duty What you’re really good at: Car audio design and fabrication

Kenny McCardie Auto Sound Specialists Union City, Calif.

Years of industry experience: 13 Hobbies: Classic cars, basketball and church ministry What you’re really good at: Dominoes

who trained him gets five percent of his commission as long as he works there.”

Currently, Car Concepts has two trainees in their shadowing program.

One has already graduated from the program to become an installer, and one is two weeks away from completing it. The program has been successful for Car Concepts, but it will remain strictly in-house.

“If someone wanted to ask, I would be happy to share,” Ryan Goeller said. “But I have enough to worry about here. We ran three guys through this program, so I have picked up three installers. It’s working well for us.” For those shops who are considering implementing a similar program, Goeller noted that picking the right person to train installers is “key to the success of this program.” Car Concepts has four main installers who have been with the business for a long time.

Rick Goeller points out a business like theirs can get complicated jobs that might take a week or more, making quality installers essential. “I remember when everyone had to have our product, and we didn’t have any employee problems,” he said. “My head honchos, Ryan and Scott who run install, they were waiting for some [new installers] to walk in the door. That just doesn’t happen anymore. Now, we feel like we have

Warren Leichter BC Electronics Levittown, Pa. Years of industry experience: 44 Hobbies: Hiking, playing piano, high performance driving What you’re really good at: Internal OEM head unit mods Scott Miller Explicit Customs West Melbourne, Fla. Years of industry experience: 12 Hobbies: Cooking and hanging out with my dogs, my family and friends What you’re really good at: Keeping things together and making things happen

me-mag.com 25

 retail news the real installers of the year back there, our team,” Rick Goeller added. “Once you find people you trust, you keep going back to the same person. We sat back, me and my wife, and we came up with ‘Earn While You Learn.’ We invest money in people.”

Rick admitted he didn’t know if the installer training program would continue to work.

But, he said, “It’s better than doing nothing.

We’ve been doing it for four or five months.

The two trainees we have now are both excited about it. It’s showing promise.”

Of utmost importance is choosing the right veteran installer to train an individual. The installer must also be clear on what the benefits are. “At the end of the day, there’s got to be more money somewhere,” Ryan Goeller said. “In the training time, that five percent [the trainer receives] from someone they train could make them money for a long time.” The result? Well-trained, talented, enthusiastic installers—something the industry needs more of. 

A Different Approach to Fab and Integration Tunes-N-Tint has found a way to save valuable employee hours by investing in 3D printing technology.

WORDS BY ROSA SOPHIA

While they once outsourced these duties, Operations Manager Joe Cassity has discovered how much time they’re saving by relegating these tasks to a new

26 Mobile Electronics  August 2015

member of the staff—a machine. The 3D printer has changed life for the better at Tunes-N-Tint in Lakeland, Fla. Best of all, they are able to quickly and easily add

the company logo to installs. 3D printers are much more accessible than they used to be.

“The costs on 3D printing have come down a lot,” Cassity said. “We’ve opted to invest in crowdfunding options too, as most commercial consumer grade printers still had too small of a printing bed to make it useful.” The machine Tunes-NTint utilizes boasts dual extruders, and a hot bed which is capable of 12-inch by 16-inch by 8-inch builds. This makes it very useful for speaker templates and adaptors, according to Cassity.

Tunes-N-Tint has been in business for over a decade, and consists of two stores and one franchise location. Between all three locations, TunesN-Tint has 12 employees. 3D printing has allowed the business to save the hours they’d been losing when it came to lead time, communications and picking up etched items. Now that they’re able to do this all in-house, they have much less to worry about.

“As our 3D scanning capabilities improve, we hope to use our 3D printer for unique or custom dash kits,” Cassity said. “Presently, we are seeing the most value in dimensional parts, items which may not be structural in nature but extend from a different plane for aesthetics or supporting other pieces, including basic dash trim and rings, speaker trim, logo and letter embossing, tweeter mounting rings, pods and other items which traditional tooling would be too

“As our 3D scanning capabilities improve, we hope to use our 3D printer for unique or custom dash kits,” time-consuming or difficult to scale down.” Because a machine can take over this tedious work, employees can focus on other tasks. “3D printing and laser cutting requires a different skill set than traditional fab work,” Cassity said.

A shop can purchase a CNC (computer numerical control) machine, but these are very expensive. There are other options.

A lower-cost option ensures Tunes-N-Tint has made a good investment which will more than pay for itself over the years.

“For less than $5,000, we were able to purchase a 3D printer large enough to function effectively in our industry,” Cassity explained, “as well as a larger format laser cutter capable of cutting up to half-inch substrates.” Best of all, Tunes-N-Tint was able to obtain a laser, printer, and scanner rather than just a printer within their $5,000 budget. The printer alone was an investment of $1,800, showing that it is indeed possible for a business to purchase this equipment at an affordable cost.

For others shops interested in purchasing a 3D printer, the benefits are clear. Thanks to the machine, it is possible to make all sorts of unique patterns and shapes. Because the machine is doing all the work, technicians can focus on other things.

Cassity also explains, “By saving files from previous designs or builds, we are able to cut down on our time frames from point and click replication; we can even tweak them on the fly.” 

me-mag.com 27

 external effects

Drones, Reduced Work Hours and More WORDS BY JAMIE SORCHER

Storefront for Facebook

Drone Home What’s Going On: Emerging product categories are just a miniscule piece of the consumer electronics (CE) revenue pie, but that could change as soon as this year. This niche sector of emerging products could contribute up to $10 billion overall CE revenue in 2015. Without them, the overall industry revenue would be flat for this year.

How It Can Affect You:

What’s Going On: Social media networks have changed how we communicate, but are they also trying to change how we shop? Facebook wants to be the new storefront and is testing a feature that lets some small- to medium-sized businesses sell items through its Facebook pages. These online shops allow users to browse and buy products directly on the social network while other shops direct users to the retailers’ websites.

Even though there are FAA regulations that have yet to be finalized, drones are an emerging product category that could have a huge impact this year,. The Consumer Electronics Association (CEA) projects the market in the United States will approach $105 million in revenue in 2015—an increase of more than 52 percent from last year.

Fueling that increase is that drone deliveries in the United States are going to eventually be an official, government-sanctioned activity. As recently as last month, the Federal Aviation Administration allowed the collaboration between NASA, Flirtey and Virginia Tech to fly unmanned aircraft to deliver life-saving medication to a free medical clinic in under-served West Virginia. Flirtey, which bills itself as the world’s first commercial drone delivery service, conducted its initial tests in Sydney, Australia in 2013. “This is a Kitty Hawk moment not just for Flirtey, but for the entire industry,” said Flirtey CEO Matt Sweeny in a statement. A huge step, but deliveries to consumers aren’t happening just yet. Under current rules, companies can only test drone flights during daylight, the aircraft must remain in sight of its operator, and drones can’t fly higher than 500 feet. Amazon’s Prime Air, one example of a future air delivery service, could get packages into consumers’ hands in 30 minutes, but now it’s a matter of waiting on FAA regulations, which could come within the year. 

How It Can Affect You: No matter how it’s sliced, this is yet more competition for the brick-and-mortar retailer and another indication of how e-commerce is a must-have to reach today’s consumers. Facebook wants to broaden its fuzzy, let’s-be-friends focus with its push into sales—and it’s not the first time Facebook has tried e-commerce. It’s certainly a logical angle since Facebook is considered the world’s second-most-visited website, according to Alexa, an analytical insight firm. For now, e-commerce experts are doubtful if users will make the leap from socializing to shopping on Facebook. 

28 Mobile Electronics  August 2015

Counting on Crossovers What’s Going On:

SUVs are still fighting that tough, but largely deserved reputation they gained back in the 1990s for being gas-guzzling, hulking objects on the highway, but even so, the SUV is here to stay. Now, they’re getting a chance to redeem themselves as more modest crossovers with smaller engines that are more fuel-efficient. Today’s versions combine the chassis and body into one so crossovers have more car-like driving traits— not to mention being hundreds of pounds lighter.

How It Can Affect You: A new study by TrueCar.com found that cruising around in a small SUV is no longer wasteful. In fact, the crossover is one of the hottest segments in the auto industry. This new breed of small SUV, with models like the retro-chic designed Fiat 500X, the “citysmart” Chevrolet Trax, and the versatile “urban-friendly” Honda HR-V, is giving the auto industry a boost. Some 2.9 million crossovers and SUVS of all sizes were sold in the first half of the year—up 12.9 percent from the same period a year ago, Autodata reported. 

Flat Screens Instead of Flatware What’s Going On:

Don’t be surprised to see flat screens instead of flatware showing up in wedding registries. It’s a great opportunity for mobile electronics retailers to be part of a new trend with newlyweds.

Technology gifts are now more in style when it comes to gift-giving. Most couples (76 percent), regardless of how long they have been married, said they would have preferred to register for an Ultra HDTV than a formal china place setting.

How It Can Affect You: When couples get engaged nowadays, many think on the side of practicality. Instead of monogrammed towels, they’re thinking tech. More couples consider technology items appropriate for gift registries, according to a survey of brides and grooms conducted by retailer Best Buy, which began its own wedding registry last February. In the six-plus months that Best Buy’s registry has been available, the three most requested gifts have been the Ninja professional blender, Apple TV set-top box and Oster cordless wine opener. Best Buy isn’t the only retailer adding tech to registries; Amazon and Target are on board as well. 

Working For Computers The Weekend Versus Humans What’s Going On: The traditional workplace continues to evolve. No more shirt and tie for many businesses. Early dismissal on summer Fridays.

Now comes a 32-hour workweek. A Portland, Ore. tech company, Treehouse, an online school that trains people for techy jobs like computer coding, has instituted a shorter work week because the company said the policy encourages employees to have that valuable “epiphany moment.” According to CEO Ryan Carson, the change has improved productivity even though employees are putting in less hours during the week.

How It Can Affect You: According to some studies, the average American works 47 hours per week. That is about four more weeks per year than the average American worked in 1979. Add in the time for commuting and the work week gets even longer. If businesses want to be productive, maybe it’s time to look at how to maximize an employee’s time and efforts—this does not necessarily translate into more hours per week. Treehouse first tried out the 32-hour policy as an experiment, and found that it was doable. Ultimately, it is helping employees live more balanced lives so they aren’t overworked and can have those “aha” moments. 

What’s Going On: Can artificial intelligence wreak as much havoc on mankind as nuclear weapons? A leading pioneer of artificial intelligence thinks so. Professor Stuart Russell, a researcher at the University of California in Berkeley and the Centre for the Study of Existential Risk at Cambridge University, said he’s concerned with the rapid development of AI, and how it could ultimately be used by the military in weaponry and robots. The big question is: how can we make AI work for us not against us?

How It Can Affect You: Siri and self-driving cars are just the tip of the iceberg. The overall question of how to manage AI has Google, which recently bought several robotics companies, setting up an ethics board to oversee its work in this area. Elon Musk recently warned about AI’s dangers, saying that it should be regulated. Professor Stephen Hawking also joined a group of leading experts to sign an open letter warning of the need for safeguards to ensure AI has a positive impact on mankind. Last April, Professor Russell, who raised concerns at a United Nations meeting in Geneva over the dangers of putting military drones and weapons under the control of AI systems, is part of a growing number of experts who have warned that scenarios like those seen in films from Terminator could be reality someday. 

Armed And Luxurious What’s Going On: The armored car market is getting a bump due to a growing number of celebrities and VIPs who want vehicles that offer protection but also say luxury. According to some industry observers, the luxury market is growing by more than 10 percent per year.

How It Can Affect You: Executives at auto armoring firms said the upscale trend began about five years ago as companies started looking for ways to protect their top executives. A typical armored car is functional; not necessarily comfortable. Many clients today demand features like flat screen TVs, massage chairs, suede upholstery, and night vision cameras, in addition to the traditional armoring that keeps them safe from bullets and blasts. Germany’s Alpha Armouring, which has been customizing vehicles for roughly three decades, said about 40 percent of its customers are now “superstars” who demand luxury options. It represents a major shift from just a few years ago when the vast majority of clients were governments and embassies. According to the International Armoring Corporation, roughly 25,000 new armored vehicles are produced each year. 

me-mag.com 29

 on the market

Security, Convenience, Integration and More Rockford Fosgate Power Series T1 Slim Loaded Subwoofer Enclosure Line and 2015 BMW Direct Fit Slim Subwoofer WWW.ROCKFORDFOSGATE.COM

Notable: Rockford Fosgate has announced the launch of the new Power Series T1 Slim Loaded Subwoofer Enclosure line. The 10-inch T1S-1X10 (MSRP: $549.99) and 12-inch T1S-1X12 (MSRP: $599.99) sealed, and the 10-inch T1S1X10P (MSRP: $549.99) vented are now available. All three models are Klippel-verified and 2031-CEA compliant. Additional features and specs include a sealed truck box style enclosure (T1S-1X10 & T1S-1X12), cross-braced reinforced enclosure with double wall baffle construction and power handling.

Rockford Fosgate has also announced the launch of the new 2015 BMW Direct Fit Slim Subwoofer for select BMW models (2004-current). The 8-inch, 150/300 Watt (RMS/Max) Power T3-BMW-SUB has an MSRP of $299.99 and is scheduled to be available in August through select Rockford Fosgate Power Certified dealers. The 4-Ohm, T3-BMW-SUB is Klippel-verified and 2031-CEA compliant. Additional features include a Bimax spider and a 2-inch voice coil with high temp aluminum former.

Rockford Fosgate 2015 Punch Series Moto-Marine Speakers and Subwoofers WWW.ROCKFORDFOSGATE.COM

Notable: Rockford Fosgate has announced that new 2015 Punch Series Moto-Marine speakers and subwoofers with luxury grilles are now available. In all, the available PMX Series “Element-Ready” class consists of 10-inch (250/500 Watt RMS/ Max) and 12-inch (300/600 Watt RMS/Max) 4-ohm subs, and 6-inch 75/150-watt (RMS/Max) and 8-inch 100/200-watt (RMS/Max) 2-way full-range speakers. The PM262X (6-inch) and PM282X (8-inch) 2-way component systems include a coaxially mounted tweeter featuring element-ready weather proofing technologies, while supplied in all white with a matching luxury grille.

30 Mobile Electronics  August 2015

Audiomobile EVO “24” Series Subwoofers WWW.AUDIOMOBILE.COM

NAV-TV SVS-6 Video Switcher WWW.NAV-TV.COM

Notable: Audiomobile has begun initial shipments of its latest ‘Advanced Technology’ car audio subwoofers – the EVO “24” Series. Following a year after the introduction of the GTS “21” series subwoofers, the EVO Subwoofers utilize an array of unique performance technologies, including low-profile SLX cast alloy frame, proprietary Shaped-Manifold-Gap (“SMG”) compact, fully machined, motor, with multi-layer DVC design, resulting in the longest excursion, shallow-mount subwoofer on the market, according to the company.

NAV-TV NNG Touch-screen Navigation and Rear View Camera Integration Solutions WWW.NAV-TV.COM

Notable: NAV-TV has announced the release of the NNG line of Touch-Screen Navigation and Rear View Camera Integration solutions.

The NNG lineup adds Touch-Screen controlled Navigation and Rear View Camera to 170 different vehicle models from Buick, Cadillac, Chevrolet, Dodge, Ford, GMC, Honda, Jeep, Lincoln and Toyota.

NAV-TV’s NNG Navigation solutions are plug-and-play and do not require dealership programming. Operation of the navigation is touchscreen controlled which provides safe, easy and fast access to mapping data, millions of points of interest and destination input. The units additionally allow an aftermarket rear view camera to be displayed automatically on the factory color monitor while in reverse and are compatible with vehicles with factory rear view and side view camera systems.

Notable: NAV-TV has announced the SVS-6 “intelligent” video switcher for safety and driver assist products. The SVS-6 allows the addition of six video inputs to any aftermarket video monitor, navigation system or vehicle-specific NAV-TV video interface with a composite rear-view camera input.

The SVS-6 is a universal video switcher, specifically designed to add video safety devices to the millions of aftermarket LCD monitors, navigation systems and NAV-TV vehicle-specific OEM safety interface products sold since the 1990’s. It allows the integration of a front view or night vision camera, rear view camera, trailer or 360° camera, side view/lane departure cameras, infant monitoring camera or additional composite video input to be displayed on the OEM or aftermarket video monitor.

Activation of the SVS-6 is configurable through either a digital-to-digital connection (D2D), when combined with a vehicle-specific NAV-TV CAN interface, or through analog trigger inputs for aftermarket radios, LCD monitors or NAV-TV video interfaces. The SVS-6 eliminates the need for custom made circuits and identifying hard-tofind turn signal wires which are necessary with other video switchers. The inputs are isolated to prevent a bulb check light and can be tied directly to the reverse and turn signal wires at the bulb.

me-mag.com 31

 on the market

Custom Autosound USA-630 Metra Electronics Installation Kit for Chevy and GMC WWW.METRAONLINE.COM

Notable: Metra Electronics has announced its radio installation kit for the 2015 and newer Chevrolet Colorado and GMC Canyon.

Part number 99-3016G has a pocket included for single DIN installations. Part number 95-3016G is specific for DDIN installations. All parts are painted at Metra to match the factory color and finish of the OEM climate control panel. With a variety of factory trim panel colors, this provides the best possible color match in the 12-volt aftermarket industry. The custom design retains the factory climate controls in their original location.

WWW.CUSTOMCARSTEREOS.COM

Notable: The USA-630 represents Custom Autosound’s quest for the perfect classic car radio. This radio has large OEM style push-buttons that give a classic dash look. Although it looks classic it has the latest modern features.

USB input on the back of the radio allows users to plug in a USB flash drive for playback of MP3/WMA song files. This jack is on an 14-inch extension which allows it to be placed in the glove box or ash tray for easy access (no unsightly wires or plugs hanging out of the front of the radio). It also features a new iPod interface with 3.5-inch docking cable.

KICKER IQ-Series Interface WWW.KICKER.COM

Metra Electronics Install Kit for Acura WWW.METRAONLINE.COM

Notable: Metra Electronics has announced its radio installation kit for the 2004-2008 Acura TSX. Part number 99-7809B is designed for both single DIN and DDIN installations.

The electronics integrate with manual, auto climate, and dual zone climate systems and the harness is included for plug and play out of the box. The parts are painted and textured to match the factory color and finish.

32 Mobile Electronics  August 2015

Notable: KICKER has begun shipping the IQ-Series Interface, also known as IQI, which is the brand’s gateway to wireless Bluetooth connectivity in a vehicle’s audio system. The IQI, working in conjunction with KICKER’s elite Q-Class line of IQ-Series Amplifiers, adds an evolutionary step in mobile-audio amplification and convenience, putting digital processing functions in the user’s hands in the form of the TWEEQ App downloaded to a smartphone or tablet. The TWEEQ App, which takes audio-system functionality to incredible depths with comprehensive wireless amplifier control, is now available for free on iTunes to IQ-Series users.

The KICKER IQI and IQ-Series Amplifiers are available exclusively at Authorized KICKER Q-Class Retailer locations. The MSRP for IQI is $599.95.

KENWOOD Excelon Multimedia Head Units for Apple CarPlay and Android Auto WWW.KENWOOD

Notable: At the 2015 International CES, KENWOOD introduced the two multimedia units that would serve as flagships for its KENWOOD and KENWOOD Excelon lines. The units are not only considered topline models because of their feature sets, but also because of their “future” sets; namely, the inclusion of Apple CarPlay and Android Auto. Today, the maker of premium entertainment systems for the automotive environment announced that the KENWOOD Excelon DDX9902S and KENWOOD DDX9702S are shipping to retailers, with suggested MSRPs of $950.00 and $900.00, respectively.

The DDX9902S and DDX9702S are currently the only aftermarket receivers equipped with Apple CarPlay and Android Auto that allow users to switch between connecting an iPhone or Android based phone without having to manually change settings or reset the unit. This enables multiple drivers of the same vehicle to plug in the phone of their choice and enjoy their entertainment options and driver-centric apps.

GROM-IPD4 Car Kit Elettromedia-USA Audison Bit Processor Price Reductions WWW.ELETTROMEDIA-USA.COM

Notable: Elettromedia-USA has announced significant price reductions to its Audison Bit Processor line up.

Dealers in the U.S. market have adapted to selling and installing Bit Processors and with the use of the Audison Bit Tune tuning tool, this has seemingly made the job a much easier.

The Bit Tune tuning tool has helped dealers make setting up and tuning a Bit Processor more efficient, with a built in RTA, Oscilloscope and other tools, it also has the ability to automatically tune and time align the vehicle audio system.

The new Bit One MAP price is $749.99, reduced from $999.99. The new MAP price for Bit Ten D is $529.99 reduced from $599.99 and the new MAP price for the Bit Ten is $349.99 reduced from $399.99.

WWW.GROMAUDIO.COM

Notable: GROM Audio has announced the release the GROM-IPD4 car kit, a new vision of one of its classic car kits—the GROM-IDP3.

GROM-IDP4 features full USB port integration for Android phones and iPhones via USB cables. USB offers a high quality sound, along with stereo assimilation. The user can control hand-held devices through car-stereo equipment and have all information available from mobile device displayed through car stereo console.

GROM-IDP4 additionally offers 2 extension ports for the Bluetooth Dongle and AUX-in 3.5mm phone jack connection.

The Bluetooth Dongle makes it possible to use a Bluetooth connection to connect and operate the smartphone via its wireless antenna. This allows for wireless music streaming (A2DP) and integrated car stereo controls (AVRSP) as well as the handsfree phone calls (HFP) with the voice activation feature. GROM Bluetooth Dongle allows for turn-by-turn GPS navigation to be transmitted wireless via car factory stereo.

me-mag.com 33

 business feature

In a continually fluctuating industry, making positive connections with clients and showing them you care is the first step toward success.

WORDS BY ROSA SOPHIA

T

he world of 12-volt retail is fastpaced and constantly changing.

What’s the best way to approach a difficulty? The Dalai Lama said, “Internal peace is an essential first step to achieving peace in the world. How do you cultivate it? It’s very simple. In the first place by realizing clearly that all mankind is one, that human beings in every country are members of one and the same family.” Essentially, this is how retailers must treat their customers and clients. Internal peace in your business begins by treating every person who steps into your store like family. Be kind, genuine and sincere. Show them you care.

Treating customers like family can go a long way. People feel more comfortable when they are greeted with kindness and invited into a store as if they are being invited into a home. What is more memorable? Going into a huge retail outlet where no one remembers your name, or stepping into a smaller retail store where you are immediately greeted and made to feel at home?

Kevin Cornutt, the General Manager of Stereo King in Portland, Ore. does his best to make sure customers have a great experience in his store. “We’ve been placing certain sales people who are really great at greeting people at the front,” Cornutt explained. “They get a nice

34 Mobile Electronics  August 2015

warm greeting, and that helps a ton. A good, friendly, sincere greeting. We pick the happiest guy to put out there.” The challenge is to remain approachable and friendly toward customers, while also boosting sales.

Kindness Counts When it comes to applying these ideals to the 12-volt retail market, owners must find what works for them. Yet it’s important to remember one thing that remains universal: no matter the store’s location, regardless of the demographic the retailer is trying to reach, they must find out what the customers’ values are and what it is they want. Leanne Hoagland-Smith has had over 30 years of experience in sales, was named one of the Top 25 sales influencers in 2013, and she is the author of “Be the Red Jacket in a Sea of Gray Suits: The Key to Unlocking Sales Success.” She stressed the importance of focusing on the customers’ needs, and showing them how much you care.

“Find out what the buyer wants, and by listening, the seller is demonstrating attentiveness, care. The seller is really showing that, ‘okay, I’m really listening, I’m present.’”

A technician working on a vehicle must first find out what the vehicle needs. A salesperson must take the same

approach. What does the customer need?

Hoagland-Smith suggests understanding the buyer’s perspective rather than their own perspective as a seller. “When we understand what motivates the buyer to buy, we are in a better position to make offers of our solutions,” she said. “What unfortunately happens is, I’ve gone to some mobile electronics retail stores, and they are so busy telling you all about the stuff that they are not listening. Because they are so involved in their stuff, they miss why the person actually came in.”

Listening to the buyer is essential.

Hoagland-Smith recommends finding out what your customer values, “as in electronics, is it speed, is it ease of use?

What is the customer really looking for?

What do they value?” While each shop may approach this question differently, there is one rule every retailer can keep in mind: kindness counts.

Getting to Know Your Customer A mother of three might come to a 12-volt retailer seeking safety upgrades.

A boater might want marine outfitting, while someone in their mid-twenties might be seeking an upgrade on a sound system in their car. Each customer has different needs, so a retailer cannot approach all of their clients the same way. Showing off all of your product to a

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customer might overwhelm them, when all they really want is the one thing they came in for.

“We host a few events a year in the community, free events. People see what we do, what we offer,” said Carlos Ramirez of NVS Audio in Linden, N.J.

“They bring their kids. We like to have different types of vehicles we show, so we can appeal to every part of the market— luxury, sports cars, soccer moms.”

By keeping all of these demographics in mind, Ramirez ensures he is aware of the interests and needs of all his customers. Following up with customers after the sale is also a great way to encourage word-of-mouth marketing. By making the customers’ experience a positive and memorable one, 12-volt retailers can inspire them to tell their friends.

“The thing we do most is word-ofmouth,” Cornutt said of marketing efforts at Stereo King. “We do Facebook, e-blasts, TV, radio, but the thing we found works the best is word-of-mouth. We hand out little cards that have our Yelp address and Google and ask customers to write reviews for us.” Cornutt stressed an important point. “Make sure they have a great experience at the store. If you mess something up, apologize and get it fixed for them right away. We’ve found that

800.489.2300

call us today!

36 Mobile Electronics  August 2015

works the best.” Creating a mutually beneficial relationship, complete with respect and kindness, goes a long way in ensuring the success of a business.

Getting to know customers and following up with them after they’ve made their purchase is a great way to help keep the business top-of-mind. Hoagland-Smith recommends thank you cards. Due to the fact that e-mail is simply more popular these days than “snail mail,” customers will be touched and impressed that a business took the time to mail them a thoughtful thank you card. “If you want to build loyalty, keep informing them,” Hoagland-Smith said. She recommends reaching out to clients at least three times a month. “Could be a phone call, a direct mail, email, a monthly newsletter. However you touch the client, or customer, or potential sales lead, that is really critical.

One direct mailing isn’t going to work.

There has to be a series, at least five, for them to even consider you when that comes up.

Maintaining a customer database helps businesses keep up with their efforts to remain top-of-mind. Writing a thank-you note, as Hoagland-Smith suggests, is a very simple way of staying top-of-mind.

“Just write a short thank-you note for stopping by. ‘We appreciate your business.

Thank you for your purchase today.’ This is where small business has an advantage over bigger stores because they can do that. You can have one person or several people send out thank-you notes. People buy from those they trust. How would you feel about receiving a thank you note from a small store? Gee, they care. Even if you never go back, you will mention it to someone.”

Once again, word-of-mouth marketing is a proven tool businesses can utilize as they grow. That simple thank you note might reach more than one person, and just like that, a 12-volt retailer may gain another customer. Some stores may want to create their own postcards, and for this Hoagland-Smith said retailers have a great opportunity to connect with other businesses to possibly combine marketing efforts. Going to a locally owned printing company, for example, could help expand customer base. “It’s a matter of give and

“Find out what the buyer wants, and by listening, the seller is demonstrating attentiveness, care.

The seller is really showing that, ‘okay, I’m really listening, I’m present.’” Leanne Hoagland-Smith, Sales Expert

take. Local printing company. I support them and say, by the way, are you aware of us? Do you know of anyone who could benefit from us? It’s a matter of getting to know people. Word-of-mouth is the best marketing and most effective and cheapest you can have.”

Combining Your Efforts At Stereo King, which is a larger 12-volt retailer, the business focuses on a few different approaches to boosting sales, including adding financing to options they offer customers. 2013 was a standard financing year: “We did about $60,000 in financing for the entire year,” Cornutt said. 2014 saw the addition of Progressive to their financing options, along with ensuring salespeople made sure to offer it so people knew it was available. “We did over $300,000. People asked about our ‘no credit needed’ financing program, then they would run it, and they would take a sale that was normally $200 to $300 and turn it into $1,800. Extended performance guarantees, we’ve offered that, just started this year, customers really want that. They can get their stuff covered for two or three years instead of just one. We do all that in-house,” Cornutt explained.

While there are numbers here, there is also proof that Stereo King is giving customers what they want. Customer satisfaction is number one, and Stereo King has learned their customers are grateful for things like extended performance guarantees, financing, and longer warrantees. Customers can trust the business to protect their purchases. Trust is an essential part of any relationship, whether it

is family, friends, or business. And if you treat your customers like family, with warm greetings and kind attentiveness, they will remember you because you cared enough to put their needs first.

What small businesses need are not necessarily the same as what larger businesses need, Hoagland-Smith pointed out.

In 12-volt retail stores, there are usually one or a few decision makers, depending on how large the store is or if they have

Leanne Hoagland-Smith, Sales Expert two or three locations—whereas huge retail firms have many decision makers.

“Some of what the experts share works in

me-mag.com 37

 business feature

Stereo King, a multi-store chain based out Portland, Ore., was able to increase sales from $60,000 to $300,000 in one year by adding extensive warrnties on their financing options, coupled with strong customer service. the large firms, and does translate to the smaller firms. A lot of it doesn’t,” Hoagland-Smith said. “They are trying to put a square peg in a round hole, so to speak.

Teddy Roosevelt said, ‘No one cares how much you know until they know ho much you care.’ If someone cares, I want to have a conversation with that person. This is why a lot of the emails don’t work. If they don’t know you, they are going to delete the email. I buy from people I know and trust. Don’t make a pitch in the first email, because I’ll delete it.” The key is to create a relationship with your customers. Being kind and listening are the first steps toward success.

For NVS Audio, a smaller retailer, Ramirez finds simpler approaches to be more effective. “One thing that’s really worked for us is interacting on social media with customers,” Ramirez explained. “They can see progress with builds and it keeps them involved, and they can tag friends who have similar vehicles which gets us work without us even doing anything.”

NVS Audio does everyday builds as well as elaborate ones, and their customer base is far-reaching. They do their best to have something for every demographic and age group. Interestingly, unlike Stereo King, they don’t even bother with traditional advertising such as mailers, radio, TV, or having an ad

38 Mobile Electronics  August 2015

printed in local papers.

“We spend all our advertising on car shows, free events and posting pictures on social media,” he said. That’s what works for them, but every store is different based on size, location, and what type of community they are serving. However, regardless of these factors, it is clear that one thing has remained the same: the customer is still number one, and kindness, sincerity and keeping your business top-of-mind is important, no matter where you are.

Ramirez also finds that profits will increase when technicians are highly trained and experienced enough to work quicker. All of the technicians at NVS Audio are MECP certified, and Ramirez will not hire anyone who is not certified. This ensures techs are not only fast, but also incredibly qualified. He recommends other shops take their time to post photos of their work on social media.

“Give details on why they do things differently. It takes a while to build traction, but it works,” Ramirez said. “We book a third of our work through social media.

People are different now, and they search differently. We are a different marketing environment now. [Stores should] do everything mobile-friendly.”

Just as Cornutt recommended, Ramirez also stressed the importance of reviews.

“Reviews are huge. Stay on top of reviews,

remind clients to go online and leave a positive review.” Customers come into NVS Audio because they have seen online reviews, and they liked what they read.

Retailers must show customers and clients why they should come to them, and what makes them unique. Part of this goes back to kindness and sincerity. Shop owners must show the customer how much they care.

Showing kindness can be as simple as approaching the person when they enter the store, making introductions and asking for their name. When the salesperson knows the customer’s name, that customer ceases to become just another number, representative of yet another possible sale, and that person becomes human—someone who matters. Zig Ziglar said, “Selling is essentially a transfer of feelings.” This statement is a simple truth, and something 12-volt retailers can and should take to heart. Leanne Hoagland-Smith stressed the importance of this timeless phrase. “If we remember sales are the transference of feelings, we want to transfer positive feelings. So what can I do? I have to think about the other person first before I think about myself.”

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real world retail

Left to right: Installation Manager Ruben Ramirez, Assistant Sales Manager Joe Oliveira (back left),

Office Manager Monique Gonzalez (front left), Owner Kenny McCardie, Sales Associate Reggie Prasad, and tinter Hoa Ly.

All In The Details

With a focus on customer satisfaction, Auto Sound Specialists has developed its business from a wide array of clientele. From classic cars to everyday installs, owner Kenny McCardie prides himself on his shop’s adaptability and endless ambition.

WORDS BY TED GOSLIN

A

s one ages, many things are presented that can either be learned and stowed away for another day when needed, or dismissed as unnecessary. The phrase “the devil is in the details” is one such lesson. The phrase, derived from its opposite, “God is in the details,” was originally meant to convey that in every endeavor, one should be mindful of hidden, mysterious elements, thus the aforementioned “devil” element. But, as those with a few years and a lot of hardearned wisdom might agree, that “devil” might not be as evil as the word implies.

Finding the positive in every situation and learning every detail of a job is what Kenny McCardie does best. The “devil” in his details usually involves getting every bit of information from his clients about

40 Mobile Electronics  August 2015

their wants and needs for their vehicles.

From there, he educates them to assure that everyone who enters his shop leaves a little bit smarter.

As owner, or “glorified check writer” as he humbly calls himself, McCardie has been running Auto Sound Specialists since 2002, when he and a partner purchased the business with hopes of growing through helping people. The shop was originally located in Hayward, Calif., but moved to its current location in Union, Calif. in 2006.

In 2004, McCardie realized his partner lacked the same level of dedication and willingness to sacrifice as he did, and bought out his partner to attain full ownership of the business. Once the deal was done, McCardie began to make the changes that would result in him

achieving his dream store concept. But like most entrepreneur’s success stories, it took a great number of jobs, life lessons and a devotion to his church to endow McCardie with the wisdom to see through the so-called “devil.”

An Unlikely Path Unlike many other successful 12-volt retailers, McCardie’s path did not begin as an amateur installer. At the age of 16, McCardie hung out at a small custom audio shop in San Bruno, Calif., called “The Beat,” where he earned himself a job as a sales rep and gained his first taste of 12-volt.

Seeking a more business-oriented path, McCardie started his professional career working management positions in other industries. Past positions included

training manager at Sun Microsystems, national accounts technical representative with Aspect Communications and a customer service manager at Nickelodeon, among others.

Thanks to the experience he gained in those early roles, McCardie had developed a strong background of customer service, training and knowing how to run a small business. His transition to 12-volt happened through his former partner convincing him to go in on a car audio shop, given his background and expertise in customer service and tech support.

McCardie accepted the proposal, being a car lover himself, and the shop was off and running. Despite having to learn on the run during a 10-month period, McCardie familiarized himself with the business and was able to grow into the 12-volt mindset.

During the years after the partnership ended, McCardie continued to utilize his expertise to craft the shop towards his vision, focusing on customer service and brand support.

“By 2006, the street we were on was going to be widened due to city redevelopment. The guy who we rented from was going to sell the building,” McCardie said. “We had to decide to either fight the good fight or move. We would have had no parking due to construction for about a year. An opportunity came in September of 2006 and we moved our current location, purchasing a store called Pro Audio and Security. It’s a 7,500 square foot facility. We have a 14-car install bay, working comfortably on seven cars at a time. We maximized parking with the front and side parking lots.”

In November 2006, the company merged with Westint, a window tinting company. To learn all about his new venture, McCardie went to Los Angeles to learn how to window tint, getting certified in the process.

“I learned the process from beginning to end. We were a full force window tint company by December 2006. We have one full-time window tinter now, and our process is to bring the customer in right away. A lot of shops have someone come in as a subcontractor, forcing the customer to make an appointment. We

Although product is stacked on the floor, the shop’s business model is focused on customer service, learning what the needs of the customer are, before any sale is made.

Installation Manager Ruben Ramirez has been working for the company since its inception in 2002.

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real world retail

» AUTO SOUND SPECIALISTS FAST FACTS WEBSITE: www.autosoundspecialists. com FEATURED STORE Auto Sound Specialists is a single boutique store located at 30580 Union City Blvd, Union City, CA, 94587. The store rests in an industrial park, next to a popular retail outlet that includes Costco and Best Buy. The average driveby traffic is estimated at 10,000 vehicles per day, boosting sales, while wordof-mouth generates the bulk of the business. The facility consists of 7,500 square feet of space and a maximum capacity of 14 vehicles stored at any given time. Installation facilities include a main bay and fabrication area.

Staff includes four fulltime installers, one office manager and one manager.

Two part-time employees are used for window tinting, paint protection and vehicle detailing.

MANAGEMENT TEAM Owner/Manager: Kenny McCardie Installation Manager: Ruben Ramirez Assistant Sales Manager: Joe Oliveira

42 Mobile Electronics  August 2015

“We went from offering just stereo upgrades to full restorations on classic cars. We’re now able to work on hot rods from the 1930s through the late 70s.” Kenny McCardie “Our success is largely because of his skills. It’s a blessing to have him.”

Fit For a King

When the shop opened, despite its smaller size, classic cars were always part of the business model. always felt it was important to maintain quality control and keep consistency with the same person. We have had the same full-time window tinter going on seven years now.”

Speaking of consistent help, McCardie also carries the same opinion regarding his installers, having employed the same install manager since the beginning.

“Ruben Ramirez is our installation manager. We hired him a week after I came on board,” McCardie explained.

Located just outside of Oakland in Northern California’s Union City, Auto Sound Specialists attracts a wide array of clientele from audiophiles to boat owners.

But perhaps the shop’s most consistent source of revenue is from its hot rod customers, a base McCardie is proud to say he is part of.

“We’ve been focused on classic cars since early 2004. I’m a classic car owner. I started off with a 1965 Chevy Impala,” he said. “We went from offering just stereo upgrades to full restorations on classic cars. We’re now able to work on hot rods from the 1930s through the late 70s.”

The shop is a popular stopping point for many locals given its easy-to-find location near a large shopping center, complete with a Best Buy and Costco.

“Costco has been great for business, driving lots of customers our way,” McCardie explained. “We also get a lot of referrals from Best Buy. Their customers buy more dash kits and wire harnesses.

Over 10,000 cars a day pass by our with more knowledge than what they doesn’t carry, the product is special-orlocation.” came in with.” dered for them free of charge.

Though walk-by traffic is low, due to After being greeted, customers are “If they need something we don’t have, its industrial location, we do a special custhe shop doesn’t hurt tomer order with no for business thanks to upcharge because we its homey feel and the want to be a service welcoming style of its provider. Whether it is a employees.

Honda Civic, Bentley or “We’re a big store classic car, we assess the with a boutique feel. same way,” McCardie You walk in and we said. “We will set up an have a sales counter appointment if it’s a big with a few associates project, based on the there where you’re customer’s needs and greeted by the office wants. If it’s something manager. We’re not simple like a head unit stack ‘em high, let ‘em install, we’ll try to do it fly sort of shop, but we The store is located next to a busy shopping center that that day or within the do have a sound room sees over 10,000 drive-by vehicles a day, helping bring next day or two.” with full switches and Once a job is comclients to the store. another area that is plete, the team calls the more high-end in feel,” McCardie emphataken out to their vehicles to help the customer in to see the finished product, sized. “For us it’s about taking the time sales associate assess their needs firstbut does so in a special way. “If they ask with each customer that walks through hand. From the vehicle review, the for it before the reveal, we’ll give them a the door and seeing what best fits their associate puts together a series of good, couple pictures if they aren’t local, but we needs. Maybe they know what they’re better and best options for the client to will cut them off to save the surprise at looking for, maybe they don’t. Our goal choose from. If the client comes in with the end reveal. The reveal is so rewarding is to make sure our customer leaves here a specific product in mind that the shop for us, to see how aesthetically pleasing

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real world retail

Editor-in-Chief of Mobile Electronics Solomon Daniels recently visited the shop to get a firsthand look at the profitable retailer.

it is, whether it’s a wild fabrication job or whether it’s subtle and blends in. We sit back and wait for their positive reaction. We’ll do final tweak with the customer if they want something else. We just want to make sure they drive off happy.”

Due to its proximity to the major metropolitan areas, the shop does business with a number of local sports celebrities, from the NFL’s 49ers and Oakland Raiders to the Golden State Warriors of the NBA. “We love them all and treat all of our customers the exact same with complete respect. Any time you come into our store, you probably see at any time 5-8 classic cars whether it be in the showroom, to parking lot to install bay. People think we’re a body shop because we have so many pretty cars out front. People didn’t know we did car stereo, so we had to put a sign in our install bay saying ‘Car Stereo.’”

Freedom To Help In order to craft the ideal customer-service environment, McCardie maintains a relaxed atmosphere for his staff, which in-turn is pushed on to his customers. This begins with staff uniforms.

“We don’t have uniforms. Being from a Catholic elementary school background, I refuse to ever make people dress the same way every day,” he said. “We provide four to five different polo shirts and t-shirts and require them to wear them the majority of the time but give freedom with dress as long as it’s business casual. In promotional situations we are stricter with the dress code and require them to wear our custom clothing.”

To maintain the physical standards the shop requires, all employees are required to clean when needed, despite a cleaning service being in effect to regularly handle the larger jobs of the restroom, sound room, customer waiting area and showroom.

44 Mobile Electronics  August 2015

Public Trust

»

“For window tinting, Yelp was a great marketing experience. We ran a promotion on Yelp to get people into the shop. The initial goals were to increase window tint and also gain customer awareness for all things we provide in this area.

“To plan for the promotion, we staffed up, made sure we had inventory, then did the advertisement. We offered a 10 percent discount for first-time Yelp customers; 10-25 percent depending on what service(s) they utilized. Some wanted service, some products, some a combination of both.

“We had to make sure the discounts were entered correctly, and that we could handle increased volume and demand. Other than those concerns, it was pretty smooth sailing.

It was always a challenge of appeasing every customer and for some it wasn’t the right fit. Sometimes they’d get it, and sometimes we’d able to part ways with everyone being agreeable. The goal was never to leave a customer with a negative attitude of us.

“We were a little over aggressive in meeting our goal with about 80 percent of goal met. We spent $500 a month and ran it for a year contract. It paid for itself.

What we would have done differently is done more research on a more effective strategy and keeping better track of details.”

“We’re very conscious about keeping the restroom clean for customers. The staff shares the restroom with the customers,” McCardie stated. “Our waiting area comes equipped with satellite TV, couches, magazines and a play area for kids. Being clean is important, even in the install bay.”

The company has a total of eight employees, with two part-time installers, four full-time installers (including the installation manager), one office manager and McCardie himself as manager/owner.

With the exception of the office manager position, the shop sees very low turn-over with employees staying an average of five years.

Part of that longevity is the realistic approach McCardie takes in knowing not everyone will stay with his company as their final career choice.

“We encourage our staff to be able to grow and move to the next phase from a career standpoint. Obviously we want to utilize them internally, but if there’s no more room for them to grow here, we encourage them to move to the next phase. We realize this isn’t going to be everyone’s last stop,” he said. “The biggest turn-over is with office manager position. In a nutshell, it’s because of the nature of the position. People tend to outgrow it. With our current office manager, Monique, I can’t see customers getting the same service without her. She has strong customer services skills, is focused on the job, and regularly goes above and beyond being self-motivated.”

McCardie went on to explain how those individuals that have been self-motivated have been the most successful at his shop.

Those who come in just to collect a check only last about six months. “Those who last five to 10 years-plus are the individuals who work to make the business successful and they themselves grow and move on to Fortune 500 companies. We’d love for it to be everyone’s last place to work, but if it’s not they can be proud of where they came from.”

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real world retail

“For us it’s about taking the time with each customer that walks through the door and seeing what best fits their needs. Maybe they know what they’re looking for, maybe they don’t. Our goal is to make sure our customer leaves here with more knowledge than what they came in with.”

»

LOST PENNY

“Our worst marketing experience was using Pennysaver. What we found is it’s really about price point and about advertising product. We found ourselves not happy with the product to meet that price point. Because of morals and work ethic, we were brutally honest.

“The goal of the promotion was to use Pennysaver to move cheaper product. We found that it did not fit our culture or business model. We thought we’d increase revenue by increasing sales and service on entry level equipment. It’s not cost effective. It attracted customers from the wrong price point. It’s not something we’d normally support.

“We advertised entry-level speakers and subs. Packages included amps, subs, boxes, speakers and radios. We did that for six weeks but found out early on in the second or third week that it wasn’t for us. Once we met our contractual obligation of six weeks we shut it down immediately. We tried to adjust accordingly, but it was an epic fail. We didn’t sell product or do installs. There was no lead generation. We spent about $10,000.

“If we could do it over we would have offered something with a wider variety. We would have had to change our business model for that and expand to a broader base customer.

We always looked for customers with value in their purchase. This was more stack ‘em high, let ‘em fly.”

46 Mobile Electronics  August 2015

McCardie conducts one-on-one quarterly reviews with employees as well as weekly staff meetings by department.

Installers meet every Thursday to discuss the project status’ for the week.

To continue growth for staff, McCardie takes them to CES, SEMA and KnowledgeFest on occasion to train in whatever seminars are available.

“If there’s some training that fits an individual’s job or need we will offer that. Sometimes we suggest things outside our industry that might help them like to read the book ‘The 7 Habits of Highly Effective People,’ by Steven R. Covy,” McCardie said. “It stops us from the pitfall of redundancy and the traps we all fall into. We’ve learned to be conditioned by natural habits. It helps us think and look at what we’re doing to see if we’re truly being effective. We need to be a good store. If someone trusts me with their property, I respect them and try not to take up any more time than we have to. If we can train a person and give them the right tools to work with people, then the trainee is going to do a better job taking their needs into consideration.”

Words of Promise Given its busy location and quality customer service practices, the shop hasn’t needed to rely on much marketing outside of word-of-mouth.

“We are 85 percent word of mouth with some social media and our website. Our customer base and referral base is from car shows in the bay area,” McCardie said. “We travel all over the area. We’ll do car shows for high school fundraisers and Christmas fundraisers. We really believe in giving back to the community.”

Social media services currently utilized are Facebook and

»

Engulfing Support “Arc Audio is our key vendor; we’ve been selling Arc since 2002. We have a great relationship with them.

They’re extended family. They identify our needs from a marketing standpoint and advertise to our customers. They are a specialty product and we’re a specialty store. We work hand-in-hand with them.

They worked with us on multiple projects for CES and SEMA builds, local events and promotions, and come out to support us at charity events and car shows. The relationship has grown over the years but they’re a valued part of our business. They treat us like we’re a valued part of theirs. They call us to see what our needs are to help with success of overall business. Their programs and infrastructure of their business model help support ours. They’ve done that by being fluid and flexible.

“The XDI amplifiers are our top selling Arc product over the last six months. They’re small and powerful.

They have a good punch to them providing good sound quality at a good price point. They just had a new amp released, the Moto 600.4. It’s small and powerful, built to fit inside a motorcycle fairing.”

Instagram, while some advertising with Yelp has been done successfully in the past. “People are looking to buy, that’s why it works,” McCardie said. “When we look at our numbers, advertising versus non-advertising, reviews have been pretty level across the board. During slow months, seasonally, we’re usually super busy during the summer months and right before the holidays. We feel a low after the holidays, right before tax season.”

The company allocates 10 percent of its sales budget for marketing. Most of which it uses for attending and sponsoring local events like classic car shows, and creating fliers for the occasions. It also sends individual emails to existing customers and conducts phone calls within 30 days to follow-up on each job done.

“Email blasts are great for general news, but that’s not personal. Individual emails are more personal. When we go out to car shows we invite our existing customers to join us at the booth. Any time we go, we have up to 10 customers enjoying the day under our tents and using our coolers filled with ice and drinks,” McCardie said. “Customers are happy and proud of their car, and other customers are able to see that work up close at the shows. That’s been very big for us.”

That camaraderie with clients is pressed by sales associates, who already feel at home at the shop thanks to the shop policies. One driving policy for the friendly atmosphere is to have no

sales incentives. “We want to push any employee to sell something beyond what they want or need,” McCardie added.

“We do look weekly and monthly at sales and reward them based on what they’re doing.”

Rewards given include small treats like Starbucks, Jamba Juice or larger gifts like giving them a night out to dinner with the family. For the 4th of July, friends and family are invited to an annual barbeque.

Incentives are given based on how well jobs are scheduled since the scheduling impacts the number of jobs that are possible, which helps the bottom line.

“At the end of the day, it’s not about money, it’s about making the customer happy. If we have customer satisfaction and are scheduled correctly, that’s what we pay for,” McCardie stressed. “The sales structure is based on that. You get dinged if you slam too much work on the technicians.”

Bigger and Better It has been said that part of being a successful business owner is to find the strength of will to overcome the hard times, and to be resourceful in the midst of limited resources. Such is true of life as well. If the “devil is in the details” implies the closer to adversity you are the stronger you must be, then McCardie has proven his worth in spades.

As the company celebrates its 13th year in business, it prepares to achieve another milestone in its existence with an expansion to include more classic

car restoration work. Having received acclaim at last year’s SEMA show with a 1972 Chevelle build, the staff is more charged than ever to continue its work in the classic car realm.

“Our current limitations are space.

We’re looking for a second facility to have more room for classic car restoration so it doesn’t interfere with the car stereo and window tinting work,” McCardie said.

“We’d like to launch the new venture realistically no later than January 2016.”

Looking ahead even further, McCardie hopes to have the company’s classic car division running on its own, with the rest of the business back to doing expeditor work, which it stopped in 2008. He’d also like to expand the shop’s window tinting capabilities.

“We’d like to triple our window tinting business and diversify a little further.

We already offer tires, window tint, 12-volt fabrication and installation and accessories. We just want to expand and diversify a little more,” he said. “I believe the formula of our success has always been being humble and acknowledging true blessings, followed by keeping the customer first in every avenue. Our customers have come back to us because they feel at home here and they know that they’re going to be treated fairly.

Sometimes going above and beyond is just providing everything you can on the initial meeting. Keeping a strong, consistent crew has also been instrumental in that. It’s a team effort and a team reward.

We’ve been a business, but we act as a family.” 

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 behind the scenes

Rooted In Retail Thanks to its early days as a retailer, JL Audio has a strong understanding of the wants and needs of 12-volt store owners. JL Audio has employed this understanding to embed itself in mobile electronics, where they continue to innovate with ease.

WORDS BY BILL BRAUN

J

L Audio holds a fascinating place in the 12-volt aftermarket world.

Known for its decades-deep car audio roots, many shops consider them the go-to option for marine audio as well. In recent years JL has also diversified in to the home audio subwoofer market, with its Gotham subwoofer retailing at a $12,000 price point.

As with many car audio giants of our time, JL developed those roots in the

became increasingly well known in the car audio world as its competition presence grew more formidable, with the company’s popularity peaking as a CES attendee in 1991.

JL puts a premium on who they choose to do business with. Carl Kennedy is the vice president of sales for JL. The companies’ initial steps in evaluating the right retailer boil

to know how they do business. If he’s not turning out satisfied customers we don’t want to be associated with them,” Kennedy said.

Brian Sherman is the director of business development for JL Audio. “The interview starts through the back door,” he said. “You can have a crack sales team,

“We want a salesman that will greet a customer, ask the qualifying questions and prescribe the best solutions for the car.

The best dealers do it with courage, and the customers are rewarded with a better sound.” Brian Sherman, Director of Business Development, JL Audio retail world. Starting in the mid 70s, high school friends Jim Birch and Lucio Proni built speakers for friends and eventually local retailers. From that success, Speaker Warehouse was born. JL Audio

48 Mobile Electronics  August 2015

down to two places: the install bay and Yelp. “The very first thing I do is go to Yelp reviews. I want

JL Audio’s Chief Engineer, Lucio Proni, is the co-founder of JL Audio and also the company’s CEO. He co-founded the company with his high school friend, Jim Birch, in the mid-1970s.

but if you don’t have a crack install team, then they don’t make the cut.”

The JL executives believe in the importance of solid retail staff on both sides of the install bay. On the retail side, the company sets its sights on finding a sales team that sells based on product quality, and avoid “Race track stores where things are controlled by spiffs or deal of the day,” as Sherman has described it. “We want a salesman that will greet a customer, ask the qualifying questions and prescribe the best solutions for the car. The best dealers do it with courage, and the customers are rewarded with a better sound.”

In the install bay, the evaluation is just as rigorous. Kennedy described the install team and its facilities as a key feature in the decision making process.

The advantages of having a crack install team, according to the Kennedy, are not only superior levels of customer satisfaction, but the product installed gets shown in the best light, and the gear is allowed to perform at its best. When a rep evaluates a shop, they are trained to look for exactly that.

When it comes to evaluating—and in many cases, creating—new product concepts, JL Audio relies on the final word of Lucio Proni, the company’s CEO, co-Founder and chief engineer. Described as “absolutely allergic to ‘me too,’ ” Mr. Proni’s guiding principles and priorities have been the backbone of the company for its four-decade history.

Manville Smith is the vice president (VP) of marketing for JL Audio. “Lucio loves designing woofers, and he loves designing woofers that solve specific

problems. When we introduced the TW5, the first thin line [subwoofer], that was a pretty radical design—13.5 inches in diameter and 2.5 inches deep. That, in his mind, was the tip of the iceberg with what we could do with the technology which was a patented suspension system.

He already

had in his mind what the TW3 and TW1 would be. He always thinks like that, taking a technology and developing it to solve different problems.”

The company has a multi-tiered approach to its dealerships. Beyond the benefits of the standard dealer, the “Signature” store is allowed to fulfill orders from the Shopatron online order program, which is the e-commerce service behind JL Audio’s website. Another advantage Signature shops enjoy is prime placement on the dealer finder, and a dedicated warranty program.

JL uses a multifaceted training approach, which has evolved over time from trainings that were exclusively in-person, to a mixture of videos online and live presentations. Manville acknowledged the importance of in-person trainings and believes that face-to-face is the most effective option, but the market has changed over time.

Fewer opportunities to train in person to a retailer exist. The challenge of shorter time frames required a change in “We have to be more concise,” said Smith. “The reality is that the dealers are not devoting as much time to training as they have in the past.”

Its solution is to mix in-person training with video content.

Currently there are over 50 videos on the JL Audio YouTube channel, with more on the way.

Subjects range from amplification to box construction, wire design to marine audio.

The techniques themselves are invaluable, but JL believes who is doing the training is as important as the subject matter. Manville Smith, for example, has been training retailers for over 30 years. The authority and trust he has earned over that time makes the message that much more believable, both in the videos and in person.

“One of our great strengths is our longevity,” Sherman said. “We spend a lot of time and money putting these guys out in the field to train the dealers. There’s a connection there. There’s not that many companies left that can make that connection.”

The result of that connection is more than simple trust of a trainer. It’s a

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 behind the scenes

Rooms in the JL facility are repurposed for different projects as needed.

Where It’s Made.

Miramar, Florida hosts the JL Audio Factory. Unlike many car audio manufacturers, the company makes much of its gear in-house. The 200,000 square foot facility houses offices, a research and development facility and the technical marvel that is the manufacturing plant itself.

Speaker cones are glued, spiders are attached to tinsel, and magnets are assembled. Marine enclosures are built on-site, as are JL’s signature Stealthboxes. In addition to the mobile audio gear, JL Audio also makes home audio speakers, including the $12,000 Gotham.

Space is at a premium, so depending on what is being manufactured at the time, a mobile track system is assembled, organized and prepped for the day’s work. Since the manufacturing plant can literally change at a moment’s notice, the company decided to create a series of mobile offices on massive casters. The offices are complete with power and A/C, acting as a mobile “command center” for whatever operations are going on at the time.

50 Mobile Electronics  August 2015

reliance on JL Audio as a company for something more than just product.

Retailers pick up the phone, asking for advice, technical support, or simply call to make an observation about a product. As Sherman describes it, they “feel like they’re talking to somebody that they met, somebody they’ve known for years. So we’ve got two groups that have grown together for the past 25 or 30 years, and it’s really part of the secret to our success.”

Providing “behind the scenes” support is also a high priority. Ensuring customers can easily place orders, maintain appropriate stock levels, receive promotional materials and handle warranty issues are all part of keeping its customer’s businesses running smoothly.

“We have a fairly large catalog of promotional materials,” Smith said. “We also do seasonal promotional campaigns like a holiday sale and a spring sale.” The merchandizing VP also discussed the Stealthbox book—a massive countertop reference that shows the look and application of hundreds of vehicle-specific sub enclosures. Its InfoWeb portal, JL’s dedicated dealer site, includes product photography, graphics for promotions, technical data and access to order status.

Kennedy explained that order entry can happen in multiple ways. The first is with the JL customer service department, either via email or by calling, or the retailers can go through its local rep. When a customer calls in, the CSR’s are tied to their area sales director. “Each territory has their own customer service primary person for contact,” the sales VP explained. “So they get to know those people very well. They get to know their individual needs, nuances to certain accounts and so on. We feel we’re doing better than ever in that department, and the feedback indicates that to us. The customer service department also handles return authorizations, but dealers can also go through the dealer portal, which they can also use to handle warranty items.”

Getting products to dealers reliably and expediently is also something g JL spends considerable time on. “From a strategic standpoint you have millions of dollars in inventory on either half of the country,” Kennedy explained, “so we can get comparable ship times for nearly anywhere in the country.” JL has distribution centers in Arizona as well as its Florida headquarters.

Ensuring a manufacturer has an appropriate amount of stock requires planning, experience and strategy. The company assesses the inventory on nearly a daily basis—which is called “stock balancing”—to place the right gear in the right locations. It requires detailed oversight, and constant refinement, but the process helps them get the gear to the people that need it, when they need it.

JL is excited about several products hitting the market. The first of which is MHX marine series of amplifiers, which are water resistant and have an aluminum chassis. Its sister amplifiers are the HX series, built to work specifically for the powersports market. Both offer four channel and mono models, include crossovers and can accept a remote level control.

Mr. Kennedy believes in the future of the powersports. Dealers looking for new business are finding it in categories like Marine and Powersports. He believes it is a huge growth category. “One of our big launches this year is powersports amplifiers. We have a marine category (white) and a motorcycle category (black). That will work at four, three and two channels.” The amplifiers are bridgeable, and can drive a pair of 8” coaxial drivers to full excursion. The amplifiers are built on the XD amp series platform, so the audio quality is not compromised, as opposed to chip amplifiers which sometimes gets used in smaller size amplifiers. JL engineers designed the amps to draw minimal power. “It’s not going to tax the charging system, so it’s very bike and side-by-side friendly.”

A pair of new Bluetooth products were also announced called MBT-RX and MBTCRX. Once paired, the interface appears in the user’s phone menu, and then controlled through the phone. The upscale MBT-CRX operates in a similar fashion, but also has a track and volume up/down, so the user can have an audio source right in their pocket.

Another set of emblematic JL products are the prefabricated enclosures. While many people know about the product, few know the lengths to which the company goes to make them available. With dozens of models and subwoofer options

“If you have a one size fits all approach, it’s not going to get the highest level of performance out of our drivers, and it’s not going to take advantage of the fact that it can be a super compact box.

Our drivers weren’t performing anywhere nearly as well as they could.” Carl Kennedy, Vice President of Sales, JL Audio available, both amplified and not, they represent a solution to a longstanding problem.

The company felt that enclosures had become commoditized. “Most dealers were buying low-cost, low-quality boxes,” Kennedy said, “If you have a one size fits all approach, it’s not going to get the highest level of performance out of our drivers, and it’s not going to take advantage of the fact that it can be a super compact box. Our drivers weren’t performing anywhere nearly as well as they could.”

The company thought they could do better than the generic approach: the goal being a differentiation between low cost enclosures and a “next level” JL enclosure. With the custom box and branded embroidery, the intended visual impact implies they’re getting a higher quality product. “It is one of our largest growth categories,” Kennedy verified.

As a company, JL prides itself on innovation. This desire to be at the forefront of the industry reveals itself often, as they release new gear multiple times a year in the Powersports and car audio worlds alike.

Equally as important as innovation is access to choices. With a massive Stealthbox arsenal available, nine different subwoofer options in the car audio

MHX280 4-channel Marine Amplifier

SlamPak for 2008-up Polaris RZR category alone, nearly half a dozen speaker selections and dedicated marine/ car audio wire, retailers that carry the line are well positioned to offer plenty of choices without ever leaving the JL emblem off their customers car. Combined with an increasingly large number of online trainings and electronic access to much of its day-to-day back end needs, JL has made a concerted effort to enable a viable and profitable relationship between themselves and its retailer partners. 

me-mag.com 51

 installs

SUBMITTED BY VINCE MIRANDA, AUDIO XPERTS, VACAVILLE, CALIF.

A pilot from the local Air Force base was referred to Miranda and his team with the hopes of quieting his overly loud 2005 BMW M3. The goals were to maintain trunk space to fit a spare tire while bringing the decibel level down from 105 dB to somewhere in the 90s. To learn more about what the vehicle needed, Miranda test drove the car to get an exact dB readout, then compared that with his own Lexus, which read 96 dB. To lower the road noise, Miranda added a large amount of sound deadener throughout the vehicle, using Stinger Road Kill sound proofing and an 8-inch layer of sound-proofing foam.

52 Mobile Electronics  August 2015

Once the noise issue was resolved, Miranda added an Alpine single-DIN CD player, Alpine PXA-H800 processor, the shop’s own Audio Xpert-branded mid-level subwoofer, and utilized a previously-installed Zapco amplifier.

To make room for the spare tire and hide the Zapco amp, the floor of the trunk was raised a few inches using a hidden amp rack and a fiberglass enclosure for the sub. The job, initially brought in as a free inspection, ended up costing $15,000.

In the end, the sound level came out to 96 dB, satisfying the client.

me-mag.com   53

 installs

Boost For The Beast

SUBMITTED BY SCOTT MILLER, EXPLICIT CUSTOMS, MELBOURNE, FLA.

With the hopes of gaining powerful sound while maintaining a stock look, a client brought in this 2015 Ford F-350 Dually for the team at Explicit Customs to work on. Parts included Focal 165 KRX2 components, Focal 165 KRX2 additional midbass drivers, a Focal 100 KRS, JL Audio 12w6v3-d4, two JL Audio HD600/4s, two JL Audio HD750/1s, an Audison Bit One processor and two BAM XXL bulk boxes

54 Mobile Electronics  August 2015

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55 www.InstallerNet.com • me-mag.com 800-444-1644

 installs

SUBMITTED BY JAMIE SCHUH, SPOKANE AUDIO, SPOKANE, WASH.

Jamie Schuh recently finished a box in a 2013 F-350 for a referral customer. The box used was a JL Audio 10TW3 DOWN FIRE along with a JL Audio HD900/5 amp. The box was mounted to factory bolt locations to help maintain the stock look.

56 Mobile Electronics  August 2015

Wild Blue Yukon

SUBMITTED BY VINCE MIRANDA, AUDIO XPERTS, VACAVILLE, CALIF.

This Blue 2002 GMC Yukon was brought in by a return client with the requirement of maintaining the cargo area for its use in outdoor recreation. The team had to design and build an enclosure that integrated the rear side panel. Lucky for the team, the subwoofer box comes with instructions defining how it is to be integrated into an SUV. Parts used included a custom enclosure box, a Zapco Z8 processor, Zapco z150.6 amplifier, a Pioneer 8500 and a Mosconi processor. me-mag.com   57

µ guest editorial

Christmas in August What are your Promotional Q4 plans? Are you holding a Small Business Saturday Event or Inviting Your Customers in for Coffee?

By the time August has rolled around, nearly 40 percent of consumers have already started thinking about their holiday shopping (Experian Marketing Services). Is your Q4 promotional calendar ready to make the most of this year’s holiday season?

If you haven’t started planning your holiday marketing, now is the time to get moving. To make it easier, we’ve put together a few ideas to help you have the most profitable holiday season yet.

Decide What To Promote The first step to planning your local holiday marketing program is to decide what the thrust of your marketing will be. Will you be promoting your services, a bestselling solution or will you be hosting events? Will you be focusing on the benefits or the lifestyle enhancements your products bring to the driving experience? As I like to say, the early adopter never stops early adopting and we need to capitalize on their enthusiasm.

There are many ways to figure out what this year’s trends and hot items are. For example, CEA’s Holiday Sales & Forecast research presents a broad range of insights, including spending inclinations, hot categories and overall trends. Last year’s 2014 forecast indicated that 77 percent of CE holiday purchases will be made at brick-and-mortar locations. Consumers still like to see, hear and touch the products we sell. Throwing an event can maximize that advantage.

Think About How People Are Shopping In today’s digital world, clients are searching and shopping for products and solutions everywhere—in-store, on Google, Facebook, your website and plenty of other places on the Internet. Make sure you are providing the informational content and tools that your potential clients would need to keep your company top-of-mind. Is your website optimized for navigation on mobile devices?

Here are some digital tactics to consider for people searching online: Search advertising Banner ads Facebook ads Email (organic email lists are very effective for our class of trade!)

Informational Web content For people shopping in stores and offline: Promotional posters Handouts In-store displays Direct mail Small Business Saturday (November 28, 2015) or Coffee and Cars events

58 Mobile Electronics  August 2015

Events: Small Business Saturday or Coffee and Cars This year, instead of bemoaning the “price for a box” Black Friday (and now Thanksgiving too) holiday landmarks, throw a party on Small Business Saturday. Wouldn’t your clients love to get an email inviting them to ignore the Black Friday crowds and crazy lines and to instead come see you, get an amazing 12-volt experience and maybe sip a cup of hot apple cider or a steaming mug of coffee?

Some Tips For Hosting An Event You need to consider how you get your customers into your showroom for your event. You can’t have a party if you don’t invite anyone. Invitation emails should be sent two weeks before your scheduled event as a way to encourage clients to come back and visit your store. You need a high touch method for making the connection. We suggest personalized email.

• Don’t send just one, send three! A multi-touch approach works best to get your invitation seen and delivered to your customers.

• Send a reminder email to registrants a few days before the event.

• If you don’t have enough email addresses, contact Revenew regarding our membership program and email finder service.

• Ask that your clients register for the event so you have some idea of how much apple cider or coffee to buy.

• Co-brand your marketing with sponsoring manufacturers (and ask for MDF).

• Ask your customers to bring not only their cars but also their friends.

Leverage Your Social Following Are you on Facebook, Twitter or LinkedIn? Some simple tips include creating an event on Facebook and inviting all your followers. You can make Facebook posts more engaging by including images of products that will be on site to demo.

Local media is always looking for new and interesting stories that concern the community. Increase your exposure to your event with these simple PR tips: • Pitch a story about your event to your local news • Write a press release about the event and distribute it to local media three to five days before you would like coverage to appear • Post your event on the community calendars on local media sites Invite your biggest fans to share the holidays with you. Our Revenew Event-in-a-Box solution can streamline the event process and comes complete with a step-by-step guide. 

Up to 3-Mile Range

Durably Built

Water Proof

3-Year Warranty

Stay connected to your car on the slopes, on the lake, and on your next outdoor adventure!

The PRO T11 is water proof at a depth of up to 1 meter for 30 minutes.

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Fall on it, drop it, or even throw it. The PRO T11 is built tough, just like you.

An industry-leading solution backed by an industry leading remote warranty.

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