December 2018
me-mag.com
PLUS
Editor’s Forum: 3 Must-Dos to Cash in on 2019 Stats: What’s MECP Done for You?
Tech Today: JL Audio Opens Its Doors
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Volume 37 // Issue 12
Articles
54
42 18 Retail News / Who’s Who 54 Installs
FEATURES 14// What’s Happening: Sophomore Year of KnowledgeFest Long Beach With an increased media presence, a bigger exhibit hall and education sessions added in Spanish or with translators, the second year of KnowledgeFest Long Beach is projected to be even more successful—with the goal of making it an international event.
28// Real World Retail: Al & Ed’s Autosound, Ontario, Calif. The team at Al & Ed’s Autosound in Ontario, Calif. sets themselves apart by connecting in unique ways with clients. The shop has increased their focus on driver safety and powersports, while owner Dallas Setyadi envisions a future in which marine audio plays a larger part in his business.
38// The Support Team: Waylens Establishing a name for itself with cameras for enthusiasts and security purposes, Waylens has its eye on enhancing drivers’ experiences while backing its growing dealer network.
42// Strategy & Tactics: Instagram Marketing, NVS Audio Style By posting build photos on Instagram, you will be able to demonstrate the skills of your shop to potential clients. Learn how NVS Audio uses strategic tagging and striking photography to inspire new and repeat customers.
48// Tech Today: Touring the JL Audio Facility JL Audio is known for its high-quality audio products manufactured entirely in the United States. At the huge Miramar, Fla. facility, the company utilizes state of the art tools and technology—including an on-site machine shop—to make everything in-house. On the Cover COVER DESIGN: Manny DeJesus Al & Ed’s Autosound in Ontario, Calif. continues to remain relevant and unique in an evolving marketplace. By getting to know customers, the team is able to provide the best possible experience—including by inviting off-road clients on outdoor adventures.
4 Mobile Electronics December 2018
Departments 6 Editor’s Forum 8 Feedback 12 Helpful Stuff
Ad Index Accele Electronics….................................... p. 2 & 3 Arc Audio….............................................................p. 35 Audison….................................................................p. 17 Aurigin: Hybrid Audio...................................... p. 45 CRUX Interfacing Solutions.........................p. 57 DD Audio…................................................................p. 9 Directed.............................................................. …p. 45 Firstech Drone................................................ …p. 59 Harman: Infinity..............................................…p. 33 HD Radio…..............................................................p. 31 Hertz…......................................................................p. 16 InstallerNet…........................................................p. 47 JVC…...........................................................................p. 11 K40 Electronics…...............................................p. 27 Kenwood…................................................................p. 7 Kicker…....................................................................p. 23 Metra Electronics: Axxess.........................…p. 25 MITO Corporation...........................................…p. 37 Mobile Electronics Association…................p. 41 Orca: Focal…...........................................................p. 13 PAC Audio: AmpPRO...........................................p. 5 Pioneer Electronics........................................…p. 21 Race Sport.........................................................…p. 57 Radenso Radar............................................... …p. 46 SiriusXM...............................................................…p. 12 VAIS Technology…............................................ p. 43 Voxx Electronics: Car Link........................... p. 60
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editor’s forum
You Made It Through 2018. Now, Change. Go ahead, dislocate your arm patting yourself on the back. You deserve it.
I think this year has been fun. Though I am not a social media junkie, I’ve had the honor of conversing with many of you, whether it’s hashing out business ideas or fighting over the awards. In both extremes I’ve relished each interaction because it means we are working to make something better. In fact, “better” (not “great”) is the perfect word to describe our industry in 2018. We are in a mode in which most of our efforts go toward syncing with partner industries (willingly or not), and the whole bus is being driven by consumer desires translated through their personal devices. That said, this year represents an epiphany for us. We have a clearer vision of who we are in the chaotic blending of once-separate industries. We exist to provide a more fulfilling in-vehicle experience for consumers to use the safety, security, informational and entertainment products and features they value. And we do it by staying current on new vehicle trends; monitoring new products, services and enhancements in consumer devices; and expanding our creative and electronic expertise. But with that clarity comes the harsh reality that our core audience no longer starts at 16. A recent study by the University of Michigan showed a steady decline in teenagers prioritizing a driver’s license—almost half as many compared to 30 years ago. Social media and social gaming keep kids close to home, while Uber, Lyft and accessible public transportation handle further destinations. The good news: Servicing the need for personalization and differentiation in this new, older demographic has joyfully taken us back to our roots of prioritizing sound quality, even within the constraints of integration challenges, less space and (in some cases) better OEM equipment. We have regained the opportunity to tell
6 Mobile Electronics December 2018
a high-fidelity story to customers who are more willing to listen than ever before. So, get ready to change! As 2019 approaches and you come up for air to adjust your direction, here are three things you need to be prepared to do.
“But with that clarity comes the harsh reality that our core audience no longer starts at 16.”
1. Be prepared to study more. New cars mean new installation and integration challenges, and new phones require a new understanding of how features interact and work with OEM and aftermarket components. And, oh yeah: There’s also the little matter of keeping up with ever-changing consumer preference. 2. Be prepared to charge more. All this extra work means you’re better equipped to deliver unmatched knowledge and expertise, and you should be compensated for that. Customers will pay more when they know you get their vehicle and their preferences. But you have to believe they will. Don’t sell yourself short. 3. Be prepared to make every customer a client. Don’t be so quick to look at the next guy in line. It’s a highly competitive marketplace out there, so you need to hang on to every customer. Your goal in 2019 should be a five percent increase in repeat clients, which studies show can lead to a profit increase of at least 25 percent. I opened by saying this year has been fun. As entrepreneurs and enthusiasts, we want the challenge of finding new ways to demonstrate our value. But there is a difference between fun and easy, and it ain’t gonna be easy. So, let’s have some business-building fun in 2019! I’ll be right there with you.
Why You Should Trust
Musicar
In business you’re taught to promote yourself at every opportunity. But sometimes, the work a business does can be so good, so meticulous and so customer fulfilling that it simply speaks for itself. Musicar has been doing that since 2010. Its nondescript exterior holds a comfortable, fully equipped creative space in which you and your vehicle are given the utmost attention by a seasoned staff of professionals. Owner, master technician and fabricator Tom Miller possesses the unique ability to mirror your vehicle’s designs externally, while behind the scenes, every product and part is fitted with the integrity of the factory. What results is premium enhancement of audio, connectivity or safety in an integrated, tasteful environment. If you are looking for no-compromise personalization of your automotive experience, you’re in the right place!
LOSSLESS IS A WIN-WIN
SUPERIOR HI-RES PERFORMANCE DESIGNED TO AMP UP YOUR SALES Tailored for serious sound enthusiasts, eXcelon Reference Hi-Res components represent the very best in-car audio systems. From hand-tuned receivers to speakers that offer quality usually reserved for home systems, an eXcelon Reference system offers seamless connectivity, phenomenal performance, superb music detail, and lossless Hi-Res results. Your customers get the best possible sound. You get higher attachment rates and profits. eXcelon for the win. Is that applause we hear?
See your local sales representative for more information
feedback
WHAT VALUE DO YOU PLACE ON MECP CERTIFICATION?
ADVERTISING SALES Kerry Moyer 978.645.6457 • kerrym@mobile-electronics.com
EDITORIAL Solomon Daniels Editor-in-Chief 978.645.6463 • solomond@mobile-electronics.com Creative Layout and Design: Manny DeJesus Contributing Editors: Jamie Sorcher, Joey Knapp and Laura Kemmerer and Rosa Sophia.
Published by TM
mobile electronics association
Retailers share uncertainties about whether MECP certification accurately indicates a good installer, while many feel it’s essential for technicians to be certified regardless. “In my opinion, basic certification means you can study and take a test. I would consider those who passed the master certification to be great techs. I feel that MECP needs to do a better job of consumer awareness, otherwise ASE would be a better option because it has higher visibility.” Jayson Cook, Columbus Car Audio, Columbus, Ohio “I believe it’s important, but does not always accurately indicate a good installer.” Richard Hume, Cartoys, Salem, Ore.
Others said… “I’m not sure it accurately depicts installer knowledge in all circumstances. Some guys simply don’t care and don’t study to retain and use pre-tests and cheat sheets to pass. I wish there were ways around this so people would actually study to learn. It also seems like the content could be updated more frequently and accurately. I’ve brought up inaccuracies and I felt blown off. There seem to be more errors lately than in the past. If those issues can be resolved, the value would be huge.” “Over my 30 years of installing, I have seen guys who can install anything troubleshoot problems. Some fail the MECP test because they don’t take tests well. Then you have people who cannot install very well and do poor installs, but pass with 90 to 100 percent, because they can read the book the night before and memorize most of it. In the real world, we have to test drive installers before we trust their MECP certification.”
8 Mobile Electronics December 2018
Chris Cook, President 978.645.6434 • chrisc@mobile-electronics.com Kerry Moyer, VP Strategic Partnerships 978.645.6457 • kerrym@mobile-electronics.com Solomon Daniels, Dir. Media and Communications 978.645.6463 • solomond@mobile-electronics.com Richard Basler, Dir. Technology Solutions 978.645.6449 • richb@mobile-electronics.com Tony Frangiosa, Chairman of the Board, MEA 1) Title of publication: Mobile Electronics. 2) Publication No.: 957-170 6. (ISSN# 1523-763X) 3) Copyright © 2018 by the Mobile Electronics 4) Date of filing: Oct. 1, 2018. 5) Frequency of issue: Monthly. 6) No. of issues published annually: 12 7) Annual subscription price: $35.00. 8) Periodical postage paid at Lawrence MA and additional mailing offices. 9) Complete mailing address of known office of publication: 85 Flagship Drive, Ste F, North Andover, MA 01845. 10) Complete mailing address of the headquarters or general business offices of the publisher: 85 Flagship Drive, Ste F, North Andover, MA 01845. 11) Full names and complete mailing address of Publisher, Editor and Managing Editor: Publisher: Chris Cook, 85 Flagship Drive, Ste F, North Andover, MA 01845; Editor/Managing Editor: Solomon Daniels/Rosa Sophia, 85 Flagship Drive, Ste F, North Andover, MA 01845 12) Owner: MERA, Mobile Electronics Retailers Association, 85 Flagship Drive, Ste F, North Andover, MA 01845. 13) Known bondholders, mortgages, and other security holders owning or holding 1% or more of total amounts of bonds, mortgages or other securities: None. 14) Tax Status: Not applicable. 15) Name of Publication: Mobile Electronics. 16) Issue date for circulation data below: October 2018. 6. a) Total no. copies (net press run) Average: 10,237 Single Issue; 12,826. b) Paid/Requested mail subscriptions Average: 6039, Single Issue: 7346. c) Paid sales through dealers, etc.; Average: 0. Single issue; d) Requested distributed by other classes of mail: Average: 435, Single issue: 520. Total paid and/or requested circulation; Average 6039. Single issue: 7346. e) Non-requested distribution by mail; Average: 3593 Single issue: 4223. Free distribution through other classes of mail: Average: 0, Single issue: 0. f) Non-requested distribution outside the mail; Average: 267. Single issue: 750. g) Total non-requested distribution; Average 3860, Single issue: 4973. h) Total distribution; Average: 9,899. Single issue: 12,319. i) Copies not distributed; h1) Office use, leftovers; Average: 338. Single Issue; 507 j) Total; Average: 10,237. Single issue; 12.826 Percent paid and/or requested circulation; Average: 61.01%. Single issue 59.63%. 17) POSTMASTER: Please send address changes to Mobile Electronics, 85 Flagship Drive Suite F, North Andover MA 01845-9998
stats
Essential or Extraneous? Participants value the education; non-participants say they aren’t missing anything.
Percentage of install staff with MECP certification:
Percentage of stores that provide incentives for MECP certification:
All – 52% Three Quarters – 6% Half – 12% One Quarter – 13%
28% Incentives provided
None – 17%
42% No Incentives provided
MECP-related items paid for by participating stores: TESTING 67%
MECP certification’s value to the business:
STUDY MATERIALS
TRAINING
62%
NONE 25%
29%
28% 5% OTHER
10 Mobile Electronics December 2018
A great deal
17% A lot
22% A moderate amount
13% A little
19% None
WHAT’S IN YOUR DASH?
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helpful stuff
Book: Traction: Get A Grip On Your Business BY GINO WICKMAN
If you own your own business or run a small company, it’s likely that you have faced personnel conflict, profit woes and inadequate growth. Decisions aren’t easy and plans aren’t always properly executed. Author Gino Wickman is passionate about helping people get what they want from their businesses, which is why he created the Entrepreneurial Operating System. It helps leaders maintain control, balance their lives better, and gain more traction—with the entire organization moving forward as a highly functioning, healthy team. In this book, you will discover the six key components of business—vision, people, issues, data, process and traction— and how to manage and strengthen them so you can run your company with more enjoyment and focus.
Service: GiftFly WWW.GIFTFLY.COM
Online gift card sales are increasing close to 30 percent a year. GiftFly is a mobile gift card solution for both the merchant and customer, which allows buying and sending gift cards from any device in seconds with instant notification via email, Facebook or text. GiftFly’s eGift card platform helps increase customer loyalty and engagement. Send and track email promotions to let your customers know about special offers. Incentivize your most loyal fans while staying “green” and going digital. GiftFly is free for merchants, but there is an online processing fee. Get all the details, and maybe you’ll be ringing up more sales this holiday season!
Everything You Love To Hear. Right Here. Kelly Clarkson on
SiriusXM subscription sold separately by SiriusXM. © 2018 Sirius XM Radio Inc. Sirius, XM and all related marks and logos are trademarks of Sirius XM Radio Inc. All other marks, channel names and logos are the property of their respective owners. All rights reserved.
12 Mobile Electronics December 2018
Service: Fiverr WWW.FIVERR.COM
According to Intuit, the gig economy is expected to be 43 percent of the workforce by the year 2020. Tagged “the world’s largest marketplace of creative and digital services for entrepreneurs and small business,” Fiverr is a great resource. Do you need someone to assist with a search engine optimization plan, or a graphic artist to design a logo, or an expert to build out your ecommerce? Check out this unique marketplace with its online lessons not just for business, but for living your best life.
Stuff To Use: Linksys Velop Intelligent Mesh Wi-Fi System WWW.LINKSYS.COM
It’s all about the Internet. Covering a large area in either your home or office (up to 6,600 square feet), this Wi-Fi mesh system answers your need for speed. With Dynamic Tri-band technology, Velop delivers through its combination of three Wi-Fi radios (also called nodes), each tuned for optimal Wi-Fi load and balanced for peak performance. If you’re presenting a training webinar or video conferencing, you will get fast Wi-Fi even with multiple devices connected. Compact in size, Velop fits seamlessly in your space with a significantly smaller footprint than traditional routers. The tower design supports vertical antenna placement which enhances Wi-Fi dispersion. Additionally, Velop has a cable management system to hide connected cables.
facebook.com/MobileElectronics 13
what’s happening
Sophomore Year of KnowledgeFest Long Beach Brings Pressure to Advance
With an increased media presence, a bigger exhibit hall and education sessions added in Spanish or with translators, the second year of KnowledgeFest Long Beach is projected to be even more successful—with the goal of making it an international event. WORDS BY ROSA SOPHIA
The first KnowledgeFest Long Beach took place in 2018, attracting over 1,100 attendees, and the second is scheduled for February 23 to 25, 2019. It is anticipated to have roughly the same amount of manufacturer trainings—60 hours— along with 30 to 40 hours of educational sessions. Chris Cook, president of the Mobile Electronics Association, stated that he anticipates a significant growth in retailer attendance along with more interaction in education sessions. “Our first year was great, and our second year should be even better,” he said. Because more exhibitors are expected, the conference will be taking place in a much larger hall. “We sold out the space last year,” Cook said, adding that it made sense to choose a larger hall in the Long Beach Convention Center for the 2019 event. “The hall
14 Mobile Electronics December 2018
we’re moving into is about 65 percent larger than the hall we used last year,” he noted. With the completion of the first event came lessons learned, which will be applied to the second Long Beach conference. Also expected is an increased media presence, to help raise public awareness of the event and what it means for consumers of mobile electronics products.
Classes in Spanish and Increased Media Presence Intended to Expand Reach While the class categories will be about the same, with 18 education sessions and three tracks, something new will be offered—some classes will be available either in Spanish, or interpreted into Spanish. “We will still have owner/manager, sales/marketing and tech/fabricator classes,” Cook said, “but there are a lot of
Spanish-speaking folks in Southern California and surrounding areas.” The number of international attendees from Central and South America, as well as Mexico, have increased. As a result, Cook stated, “We look forward to attracting them to what we feel will be a great international event.” With so many innovative products on display, it became clear that it was time to reach beyond the immediate industry to outside mainstream media, in order to further raise awareness of what KnowledgeFest has to offer. “We’re reaching out to local media in Southern California to let them know about the technologies and new products that are being displayed— things they would find interesting, specifically driver safety,” Cook explained. “This year as opposed to last year, there will be media, and we’re looking for a specific time for the media to come in prior to show opening on Saturday.”
Sophomore Year of KnowledgeFest Long Beach Brings Pressure to Advance
Andy Wehmeyer of Audiofrog stated that he saw a number of people at the first KnowledgeFest Long Beach that he doesn’t usually see at other KnowledgeFest events. “I saw lots of light bulbs go on for people out here who’ve never been to a KnowledgeFest before,” he said. “They came up to me and told me, ‘I had no idea what I was missing out on.’” It is anticipated that classes offered in Spanish in the second year will increase educational opportunities, and make the event truly international, according to Cook. Jason Kranitz of Kingpin University shared a similar experience. “My classes were very well-attended,” he said. “The event brought out a lot of new blood, and it was a new market [for me].” Wehmeyer said that he brought his own demo vehicle and had a booth in the back of the hall. “A bunch of dealers out here were exposed to integration, and how to do better audio,” he added. “I was encouraged by the responses to the seminars I taught.” Both Kingpin University and Audiofrog had booths on the showroom floor. However, the first Long Beach event revealed certain idiosyncrasies in the local market. It was discovered that many retailers in the area are closed on Sundays. “Last year, our show ended early on Sunday,” Cook said. “As we were closing the show floor, we had a line of retailers looking to get in because it was their first opportunity. In the future, we’re going to accommodate the local market at a time that’s convenient for them.”
KnowledgeFest is the “Light Bulb” to Encourage Skill-Building The goal with strategically placing KnowledgeFest events in key cities is to ensure as many people in the industry as possible get the opportunity to attend an event, Cook said. Wehmeyer stated that he feels KnowledgeFest is meant to turn on a “light bulb” in the minds of attendees—to get people to realize that if they work hard with the goal of understanding new skills
and techniques, they’ll be able to do a better job, have happier customers and get paid more. “I think there’s a small misunderstanding about what these events are really for in terms of skill building,” he added. “You don’t leave knowing everything you need to know about testing wires, integration, how to tune a car, and all those kinds of things. Trade shows with an education track are opportunities to be introduced to things you need to learn.” Students need to stick with it beyond the scope of attending an event, Wehmeyer said. “You don’t build skills by sitting in an auditorium or sitting in a classroom.” Rather, sitting in that classroom is a chance to be introduced to skills you need to implement, practice and keep working on until you get better at them, he explained. Chris Cope of Certified Autosound and Security in British Columbia, Canada stated that he witnessed a completely different perspective at the inaugural event, due to the many new faces he’d never seen at other KnowledgeFests.
“I taught a joint class with Jason Kranitz, Chris McNulty, Elias Ventura and Ethan Blau,” Cope said. “That was my first experience speaking at any KnowledgeFest. It was a great class and it ignited my passion for helping this industry, which led to teaching full classes at other events. I will be teaching my two dealer classes and my branding class this year, which I am very excited about.” Cope got a chance to talk to a lot of locals who told him it was their first time at KnowledgeFest. “A lot of the feedback I got was that they were either a one- or two-man shop, and any other KnowledgeFest, they can’t afford to shut down the shop for a few days and travel. Long Beach made it feasible to attend without a huge financial burden.”
facebook.com/MobileElectronics
15
what’s happening
Kranitz echoed Cope’s comment. “I got to meet a lot of new people,” he said. “People want to learn and they want to be better. Obviously, we see that at KnowledgeFest a lot anyway, but I saw a growing crowd of that in Long Beach, more than I do at typical KnowledgeFests.” Wehmeyer added that he’s always encouraged when attendees in his classes
16 Mobile Electronics December 2018
follow up after a presentation via email, phone, or Facebook. “I try to see how I can turn the 20 to 25 hours a week I spend answering these questions into dealers who recognize that the answers to those questions, and the help in building skills, is valuable.” Wehmeyer usually teaches a class about tuning and another about how to communicate the value of labor charges
in a different way, “so you can get paid for what you know rather than the amount of time you spend on a job.” For Kranitz, the biggest impression was that the Long Beach show seemed as if it had been going on forever. It didn’t seem like an inaugural event, he said. “And obviously it opens up bigger business opportunities for me as a manufacturer,” he added.
Sophomore Year of KnowledgeFest Long Beach Brings Pressure to Advance
KnowledgeFest Soon to Add a Fourth Event for Coast-toCoast Coverage For the 2019 event, the timing has been shifted to ensure everyone will get a chance to attend. It will take place Saturday, Sunday and Monday. With an accommodation for more space, a shift in timing, inviting the media and ensuring Spanish-speaking attendees get the most out of the conference, greater attendance is anticipated, Cook said.
“It was enlightening that there were so many people who wanted to learn so many things. As a manufacturer the negatives were the fees [due to the area],” Kranitz added. Soon to come is a fourth KnowledgeFest event. “In 2020, we’re adding a new event in Orlando, Florida at Orange County Convention Center,” Cook said. “That will give us complete coast-to-coast coverage and everyone will have an opportunity to get to KnowledgeFest.”
Additionally, new for this year will be a general education session to kick off KnowledgeFest Long Beach. The subject of the session has yet to be determined, but the content will offer information and inspiration for all attendees. “Dallas is our national event, which attracts the highest attendance because of the awards,” Cook said. “Our west coast event will offer a stronger international appeal. With those four KnowledgeFest events, it’s really one show in four places.”
audison.eu
Ann Audison_FORZA.indd 1
facebook.com/MobileElectronics
20/09/18 17:09
17
retail news
WORDS BY LAURA KEMMERER
LYNX Customs Invests in Demo Vehicle to Exhibit Merchandise Demo vehicles offer a dynamic and engaging solution for displaying what a shop has to offer. For Centennial, Colorado-based LYNX Customs, the desire for a demo vehicle was fairly constant, but acquiring one was somewhat out of reach. Once they made the move to set up a demo vehicle, in part thanks to their JL Audio representative, it was important to choose something new to show off what the shop was capable of, given the business’s higher-end clientele, according to shop president Luke Farley. “We built out a 2018 Jeep Grand Cherokee Trailhawk,” Farley said. “In that vehicle, we were able to showcase all of our most common services. We were able to showcase brand-new technology, too.” Some of the equipment installed included a DSP-equipped amplifier and an LC 1.1500 subwoofer. The shop also installed a custom alternator so that recharge power remained strong. As for the upgraded electrical system, the shop housed those audio components in the factory subwoofer location with a custom amplifier rack as well as a laser-cut
18 Mobile Electronics December 2018
acrylic plate for decoration. The shop also did a custom wrap job, window tint and some other work, such as accent lighting. “With the demo vehicle, it [gives the shop] a lot more credit when new customers come in,” Farley said. “They can see a brand-new car that’s already retrofitted and fully loaded. It really, really goes a long way with gaining trust, and it makes demonstrating the products [more
engaging] than having the typical display board and a whole expensive setup. It really gives a real-world example.” The shop debuted the vehicle at KnowledgeFest, and response has been positive so far. Farley hopes that the vehicle will help increase sales that cover multiple accessory installations in one vehicle. “We’ve closed the sale anytime someone’s sat in it,” Farley noted.
Soundscape Car Audio Hosts Red River Shootout to Draw Business
Who’s Who
Faces in the Industry
Justin Marks Titan Motoring Nashville, Tenn. Position: Fabricator / technician Years of Industry Experience: 18 Hobbies: Tattoos and woodworking What you’re really good at: Fabrication
Matthew Overpeck
In order to draw customers, a business needs to engage with the community. Recently, Carrollton, Texas-based Soundscape Car Audio hosted Red River Shootout, where a number of mobile electronics businesses showed off what they had to sell and customers came to look at options. Dan Ungaro, a member of the industry since 2000, opened Soundscape Car Audio in 2010. Working with a coordinator, Ungaro has hosted the Red River Shootout for the past several years. “I provide the space and the electricity and [the coordinator] handles it all,” Ungaro said. “It’s good to meet with all of the competitors and kind of get some of the information from them, what they’re doing, that it would translate to the retail side and something we can offer our clients.” Remaining in touch with the community is of paramount importance to Ungaro. Seeing a return on investment in the past has proven to be difficult, but remaining
consistent with hosting the event is beginning to reveal its benefits. “We had a dual purpose in hosting this event. We already had the competition scheduled, and we have a TV show we’re trying to get off the ground, so we had the premiere for that.” The shop is still working on formally releasing the show, but further news will be coming as plans develop. “We also did some demos for customers.” At the event, the shop had two client cars and a shop car on display: A 2015 Audi A4, which belongs to Ungaro; a 2007 Honda Accord; and a 2015 Honda Accord. “I think it’s important to do things like this from time to time, to invite people in without the pretense of a sale. It’s kind of a giving back sort of move. It’s good to be able to talk to clients without the business [aspect] overhanging. I think it’s something valuable for everyone to do.”
Audiomobile USA Las Vegas, Nev. Position: VP, Sales & Marketing Years of Industry Experience: 33 Hobbies: Audio, cycling, travel What you’re really good at: Analytical insight, developing unique products
Mike Ingram
Benchmark Soundworks Alpharetta, Ga. Position: Mobile Installation Manager Years of Industry Experience: 11 Hobbies: Outdoor cooking, electronics, politics, woodworking, and travel. What you’re really good at: I’m better known for fabrication, but what I excel at is advanced system design and installation.
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retail news
Sommer Sound Systems Celebrates 22nd Year in Business Panama City, Florida-based Sommer Sound Systems recently celebrated its 22nd year in business. While the shop didn’t have a specific celebration due to how busy things were, owner Bill Sommers noted that he has big plans for the 25th anniversary. In the early days, “it was basically like selling out of a catalog,” noted Sommers. Setbacks have not been insignificant: Years ago, Sommers endured a theft of
$13,000 worth of merchandise. With no insurance on the items and some already existing debt, Sommers contacted vendors and was able to work hard and recoup the loss. Needless to say, the shop has come a long way since then. Sommers has a very direct line of thinking when it comes to evolving his business. “Honesty is the best policy. Knowledge is power. I’m a firm believer in that,” Sommers said. “And customer
service is king. If you cannot provide all three, you might as well close up.” Sommers also makes a point to never speak badly of the competition and to always take the high road. As for the celebration, Sommers did share the information on social media, but he’s keeping the big plans for the shop’s 25th anniversary quiet for now.
Extreme Car Audio Promotes Business Specialty at Jeep Invasion Show Morristown, Tennessee-based Extreme “With the Jeep Invasion show, it seemed Car Audio recently attended the Jeep like a lot of our customers went out that Invasion show in a move to show the way,” Beckner said. “It also seemed like community that it specialized in offerings a pretty big show.” The shop had already for the brand. spent a significant amount of time workExtreme Car Audio opened in 1991, and ing the motorcycle audio circuit, and shop owner Buddy Beckner began his working with Jeeps seemed similar. “It career in the mobile electronics industry just seemed to fit.” at the same time. Extreme Car Audio first The show turnout was high, and cusspecialized in window tinting and gradutomers were flowing through the booth ally expanded into audio in the same year. fairly regularly, according to Beckner. Beckner’s more recent decision to expand “We set the booth up so they could walk into offering merchandise specifically through and around, to kind of make it for Jeeps can be attributed to a growing a little more customer friendly. We sold market and an increase in customers. a lot of speakers, amplifiers and some of the combo deals with amps and subs
20 Mobile Electronics December 2018
specifically for Jeeps, as well as several head-units, some of them being Jeep-specific.” Lighting accounted for a small portion of sales, and the shop also sold several sound bars. DB Drive also helped the shop with the booth. Ever since the show, the shop has seen a modest increase in sales for Jeep merchandise. Beckner noted that for other shop owners, it’s important to do shows like this because it brings in customers that might not have stopped in otherwise. “It helps them to know that you do have things in stock if and when they do need something.”
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PIONEERELECTRONICS.COM/CAR TWITTER.COM/PIONEERUSA FACEBOOK.COM/PIONEERNORTHAMERICA INSTAGRAM.COM/PIONEERCARAUDIO YOUTUBE.COM/PIONEERELECTRONICS Read all safety instructions in the product documentation before use. Distracted driving can result in serious injury, or death. Only use a function when it is safe and legal in your location, pay attention to the road and your surroundings, and obey all traffic rules. Apple CarPlay requires iPhone 5 or newer with the latest version of iOS. Apple CarPlay, CarPlay, iPhone and the works with Apple CarPlay logo are trademarks of Apple Inc., registered in the US and other countries. PIONEER and the Pioneer logo are trademarks of Pioneer Corporation. ©2018 Pioneer Electronics (USA) Inc.
1
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hot sellers
BUILDING Retailers agree that consumers are looking for more than a product when they approach a shop. The quality of the installation and a retailer’s attentiveness to a customer’s needs will help to win the sale.
Alpine ILX-F309 Halo9 SUBMITTED BY: ZACK KNOOP, CALIFORNIA CUSTOM SOUNDS & STEREO-IN-DASH, DAYTON, OHIO
Main Selling Features: “We focus on the unique, modern cosmetic design, the larger-than-usual screen, and the flexibility of fitment options, as well as the advanced features such as Dual HD parametric EQ and CarPlay. We also emphasize the two-year manufacturer’s warranty we offer (as a Flagship dealer), which isn’t available at online retailers.” Primary Objection: Price and no DVD mech. How to Overcome: “Honestly, we’re still working on that. While I’m super-excited about this product, it hasn’t really gained the traction in our stores that we expected. Most of the customers who are impressed with this radio, and would spend nearly $1,000 for it, want a DVD mech. The customers that don’t care about the DVD mech want to spend less or they expect navigation at this price point.”
Kenwood Excelon Reference DNX995S Double-DIN Multimedia Source unit SUBMITTED BY: JOSHUA LANDAU, JML AUDIO OF ST. LOUIS, FENTON, MO
Main Selling Features: “Apple CarPlay and Android Auto.” Primary Objection: Price and additional parts required. How to Overcome: “Show and explain all the necessary parts used to install using the bestkits.com website.”
Sony XAV-AX5000 CarPlay / Android Auto In-Dash Unit SUBMITTED BY: JAIRO ZUNIGA, NVS AUDIO, ROSELLE, NJ
Main Selling Features: “One of the nicest looking screens on the market. Since it’s mechless, it fits really nicely in the kit.” Primary Objection: Missing features and no iDataLink support.
22 Mobile Electronics December 2018
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hot sellers
AudioControl D-4.800 Amplifier With Built-In DSP SUBMITTED BY: JOSHUA WHITE, CAR-TOYS, FEDERAL WAY, WASH.
Main Selling Features: “Integration into the current vehicle infotainment system with great sound enhancement and no cosmetic or interface changes on the vehicle.” Primary Objection: Labor cost to install. How to Overcome: “I sell the value in proper install and tuning, using the MECP certified technician as a value-add as well.”
CT Sounds Tropo 18 600-Watt RMS 18-inch Subwoofer Available in D2 and D4 SUBMITTED BY: ANONYMOUS
Main Selling Features: “The quality and design of the product sells itself.” Primary Objection: Compatibility and learning curve. How to Overcome: “We overcome objections by educating the customer, and ask we also pre-qualifying questions before recommending the product.”
Rydeen CM-LIP2 CM-APL Backup Camera SUBMITTED BY: KEITH MCCUMBER, SOUNDSGOOD AUTO, COQUITLAM, BC, CANADA
Main Selling Features: “It follows your car in reverse!” Primary Objection: Price. How to Overcome: “What is more cost prohibitive: the cost of the unit with installation or the cost of your insurance going up when you back into someone?”
Viper DS4 Remote Start System SUBMITTED BY: BRUCE STEMME, MACH 1, RICHFIELD, MINN.
Main Selling Features: “Convenience.” Primary Objection: Price and additional parts required. How to Overcome: “Explain that T-harnesses require less wire-cutting.”
iDatastart (ADS) HC Digital All-in-One Remote Start System SUBMITTED BY: ANONYMOUS
Main Selling Features: “Allows for flexibility and integration with a vehicle.” Primary Objection: Price. How to Overcome: “Premium products are more expensive, but carry a better warranty and provide more features and better vehicle integration.”
24 Mobile Electronics December 2018
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hot sellers
Helix DSP PRO MK2 SUBMITTED BY: NICK APICELLA, APICELLA AUTO SOUND, STONY POINT, NY
Main Selling Features: “Most of my customers already know about DSP. For those who have no idea what it is, I simply sit them in my car and play music for then, then ‘defeat’ the processor’s EQ and TA settings. For those who are familiar with DSPs, I show them the differences and explain the benefits of the Helix versus the ones they have or are familiar with.” Primary Objection: Price. How to Overcome: “I sit them in my car and have them listen to my system with the DSP enabled. Then I defeat the EQ and TA settings. This method hasn’t failed me once. Every system I have sold since opening my shop has included a DSP.”
JL Audio XD Audio Amplifiers SUBMITTED BY: ANONYMOUS
Main Selling Features: “Product reliability, size and integration are key selling features.” Primary Objection: Price. How to Overcome: “Equate the audio upgrade to the technology already in their late-model vehicle.”
Compustar RS1B-DC3 Remote Starter and Security Controller SUBMITTED BY: ANONYMOUS
Main Selling Features: “The ability to provide a single product that is customizable to control their specific vehicle, without requiring an unnecessarily invasive installation that consumers feel devalues their vehicle.” Primary Objection: Price and labor cost to install. How to Overcome: “We reassure the consumer that our installers are MECP certified and specialists in their field.”
Rosco Vision Systems DV440 Dual-Vision Dash Camera SUBMITTED BY: TOMAS KEENAN, TOP CLASS INSTALLATIONS, HICKSVILLE, NY
Main Selling Features: “We sell and service to commercial fleets only. Many are now being asked to install dash cameras by their insurance companies. It’s getting to the point where it’s very easy to sell the systems due to the risk these fleet owners take by not having the protection of the dash camera system.” Primary Objection: Price. How to Overcome: “How much does one accident cost you? Imagine if your driver was not at fault and you had proof. What’s that worth to you?”
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real world RETAIL
I
n the mid-nineties, Dallas Setyadi came to the United States from Indonesia and discovered his love for car audio in California. After attending Riverside Community College and earning a degree in business, Setyadi entered the mobile electronics industry. “I was totally new to car audio and I taught myself how to do installations,” he said, adding that car audio magazines inspired him to take things to the next level. “I would go to competitions, look at their work, buy magazines, and I would learn from all the pictures. That’s when I started teaching myself, and I began doing installs in my garage.” After working independently for two years, he set his sights on Al & Ed’s Autosound.
28 Mobile Electronics December 2018
He worked at five other locations, then arrived at the Ontario, Calif. location, which he eventually bought in 2016 and currently owns. Setyadi’s shop does a lot of custom fabrication, as well as lights, bumpers, lift kits and vehicle security. As an Al & Ed’s franchise location, name recognition and brand, products and advertising are all part of what the store receives as a member of the franchise.
Switching From Commission to Hourly Improves Staff Morale The staff consists of Darren Sprayberry, who is the service manager and has been voted among the Top 12 and Top 100 Installers in the past; Adrian Preston,
technician; Ludwing Monterroso, product specialist; and Franklin Pineda, product specialist. Setyadi himself is both a salesman and an installer. Recently, the staff went from being commission-based to hourly pay. “Employees wanted it that way,” Setyadi said. “Some of them have been with us a long time and they are getting a little older, so they may not be as fast. Commission is great because you get more money, but it’s high-paced, rapid and tough. With hourly, they can take more time with working on the vehicle and the work is better. They help each other more.” Team members also receive bonuses, and three days of sick leave. As an additional incentive—for fun and to enjoy the
Retaining Identity Within the Brand
The team at Al & Ed’s Autosound in Ontario, Calif. sets themselves apart by connecting in unique ways with clients. The shop has increased their focus on driver safety and powersports, while owner Dallas Setyadi envisions a future in which marine audio plays a larger part in his business. WORDS BY ROSA SOPHIA
holiday—the shop has a Christmas party every year for the staff. The employees have been at the store a relatively long time, except for Pineda, who is a part-time product specialist who has been with the company for about a year. “Darren has been working with me for 24 years—as long as I have been at Al & Ed’s,” Setyadi added. “When I bought the store, he was already working at this location.” If the store decides to hire someone new, Setyadi has a procedure he follows. “We have an HR person we hire outside the company, and she handles the hiring and also the payroll,” he explained. “If I need a technician, she would send out the ad and take the applications, then screen
the applicant over the phone.” If they seem like a good fit, Setyadi handles the interview in person.
KnowledgeFest and Mobile Solutions Opens the Door to New Techniques Staff training keeps the team up to speed on various technologies, and one of the ways they stay informed is by attending KnowledgeFest. “At KnowledgeFest Long Beach last year, we learned more about digital sound processors and tuning,” Setyadi said. At staff meetings once a month, Setyadi stated that he asks his salespeople to come up with something new that they’ve learned every month. At staff meetings,
they also discuss any problems they’ve encountered. “I can also learn from what they learned, and if I studied something on a new product that they don’t know about, then I can share it with them. We send our guys to Mobile Solutions, too. We’ve been sending more and more guys there to learn new things about the latest technology,” Setyadi said. “It can be as simple as making speaker rings,” he added, stating that Mobile Solutions introduced the staff to a newer plastic material that cuts more easily. “We can build rings with plastic accurately and within five or 10 minutes. We spend less time on it and we make more money.”
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real world RETAIL
Much of the shop’s revenue comes from car audio and custom work, while marine audio continues to increase—especially during summer months, when it accounts for 50 percent of the shop’s income.
When customers enter the store, salespeople greet them before taking a look at the car to learn more about what they’re hoping to get. The team stays up-to-date on new product offerings in order to better educate customers.
Learning About the Client Helps Staff Offer the Best Options Although winter tends to be a slower time of year for the shop, Black Friday brings higher sales, Setyadi said. “We do 50 percent off every product in the store. I can send out an email blast and say, ‘I am just doing this for this location.’” Customers pay full labor costs for installation.
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For special occasions, such as Black Friday, the store offers 50 percent off on all products. The sale goes a long way toward bringing in new customers and raising awareness about what the location has to offer.
The shop follows its own procedure for ensuring clients get the best possible care. “When they come in, the first thing we do is greet them. And then we ask what kind of vehicle they have. We go out to the vehicle even if we’re familiar with it.” Setyadi stated that this has a lot to do with understanding what kind of needs the customer may have. “For example, say we see a baby seat in the back. Then maybe we can start
talking about video entertainment. Or maybe we can have a camera in the backseat,” Setyadi added, so the driver will be able to see the baby easily without turning. “If the vehicle has real nice wheels, then we can sell them sensors or a 360degree camera,” he said. “First we show them we care about their vehicle.” By educating the customer about what’s available, Setyadi stated that, very
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real world RETAIL
FAST FACTS Al & Ed’ s Autosound Onta ri o ontario.al-ed.com
At monthly meetings, team members share at least one new thing they’ve learned about products or new techniques.
Location: Ontario, Calif. Number of Stores: 1 Facility Square Footage: 3,500 Sq. Ft. Store Type: Traditional retail, custom & specialty Number of Employees: 5
KEY STAFF Owner: Dallas Setyadi
Service Manager: Darren Sprayberry
Technician: Adrian Preston
Product Specialist: Ludwing Monterroso
Product Specialist: Franklin Pineda
The team keeps customers coming back by offering unique specialty work, like interiors and custom fabrication. often, the customer discovers something they didn’t know was possible for their car. The skills of his team add a unique quality to the store and encourage wordof-mouth referrals. “I like to think that we get a lot more repeat customers and referrals,” he said. “We rely on that because we do really good work. We send our guys to training to better ourselves.” Customers trust the name of the franchise because it’s been around for over 60 years, Setyadi said. “We make sure the customer is happy. We make sure we do good work, and they get a lifetime warranty. We sell them what they need and what they want.”
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Al & Ed’s Company Vehicle Proves to Be Best Marketing Tool When they have time, the store takes part in car shows. However, Setyadi stated it’s not clear what kind of return on investment this has, if any. “I can’t expect sales from a car show. I don’t see a direct correlation between an event and revenue. We went to an off-road show in Orange County, and we didn’t make a dime out of that,” he said, adding that he plans to implement strategy in the future to
MAIN FOCUS 65% Car Audio and Custom 15% Driver Safety 15% Marine Audio and Custom 10% Security 10% Off-Road Accessories
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real world RETAIL
From left to right: Darren Sprayberry, Ludwing Monterroso, Dallas Setyadi, Franklin Pineda and Adrian Preston. try to find out more about how customers found the shop—something he has yet to do. When they do participate in a car show, they try to bring along a customer’s vehicle. If they can’t do that, Setyadi said, they bring the company vehicle, a Jeep that Setyadi purchased expressly for the shop. “Customers will usually call from the phone number on the Jeep.” So far, this is one of their best marketing tools. Customers often call and state that they saw the shop’s build photos on Instagram and videos on YouTube, which has drawn customers from outside the local area. “We do more custom labor than actual sales up front. Right now, on Facebook, we share photos and what we’ve done, what we do, but we don’t really do too much advertising on there,” he said. “People are coming in from seeing the pictures. Usually, I handle posting. The employees will help by picking photos and sending them to me.”
34 Mobile Electronics December 2018
Off-Roading With Al & Ed’s Autosound Ontario As a way of leveraging the off-roading market, Setyadi will invite clients to join him on an outing. Most of the shop’s off-roading clients are Jeep owners. “We also do lift kits,” he said. “We have a lot of customers who buy a Jeep, and bring it to us to do a lift kit, bumper and accessories, but they’ve never been off-roading before.” If they say they’re new to off-roading, Setyadi will offer to take them out and show them how it’s done. “Sometimes we’ll even send out an email saying, ‘Hey, Al & Ed’s is going to have some off-roading fun.’ Then other people show up and meet us there,” he said. They usually go to Big Bear, which is a public trail that locals use for off-roading purposes. “The customers drive their own vehicles and they follow us.” Off-roading with new customers also has other advantages, Setyadi added. “If there’s
something wrong with the lift kit, we know right away and we can fix it.”
Increased Focus On Off-Site Marine Work May Lead to New Venture Although the shop has been doing marine audio for about 12 years, two years ago they began doing off-site work, according to Setyadi. “Right now, we don’t have another crew to go off-site. We use our guys from the shop, so I have mixed feelings on that. It’s great. We get the job, but it does cost us more money and time. Profitability is not as good as when the job is at the shop, but at least we get the jobs we don’t normally get. It’s going to lead to bigger things in the future. We are selling Diamond Audio, Rockford Fosgate, Cerwin-Vega and Alpine.” Once word starts to spread, Setyadi stated that the next step would be hiring a team who would work specifically on marine projects. “The Ontario location
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real world RETAIL
Focal Helps Revitalize Shop With New Techniques “One of the best reps we have ever had is Nalaka Adikari from Focal. Nalaka sent us to Mobile Solutions and paid for everything. He helped us to learn more about new techniques, to help us become better installers, better fabricators, so we can actually do more of a higher-end install. From [Mobile Solutions] we learned new tricks and new techniques to become more efficient and make more money. “They [only sent me], but when I came back from the training, I showed all my guys everything I learned. I don’t just sell, I also install. “We have learned to build everything more efficiently, faster, cleaner, more accurately and we make everything look more factory by using better material than what we used before.”
would stay the same because it’s more retail, but I am considering opening another Al & Ed’s focusing just on marine and powersports. I haven’t made any
moves yet because it’s still too early for me. I don’t want to move too fast.” Right now, driving to the off-site jobs takes a lot of time. “I do believe the
Although the staff pay was once commission-based, they recently moved to hourly pay, which has encouraged more collaboration and a less stressful work environment.
Because the shop offers lift kits and accessories for offroading vehicles, Setyadi connects with customers who are new to this pastime by going off-roading with them after the install. It also gives him a chance to make sure there are no issues with the client’s new lift kit.
36 Mobile Electronics December 2018
To combat this, the shop offers unique custom installs. “We produce better work. The customers coming into our store will usually say, ‘I want that,’ and
Techniques learned at Mobile Solutions have helped increase efficiency in the shop overall. marine industry is going to be bigger,” Setyadi added. “Powersports is big right now, but the downside is that manufacturers are starting to build plug-and-play packages. A customer can buy it and install it themselves. It doesn’t require our skills. We’re making our money on installation and on our specialties.”
it’s not about which one is cheaper. They can’t get a custom installation from the Internet.” He added that he’s seeing the trends in how the industry is changing, and customers are becoming more knowledgeable about the driver safety category. Recently, the staff discussed blind spot sensors. “We don’t usually sell a lot of them, but one of our salesmen learned a lot about them, so we brought a couple in and we’ve been selling more of them. We are starting to get more into vehicle safety,” he said, adding that sales will probably continue to increase for this category.
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The Support Team
VISION QUEST Establishing a name for itself with cameras for enthusiasts and security purposes, Waylens has its eye on enhancing drivers’ experiences while backing its growing dealer network. WORDS BY JAMIE SORCHER
Born out of the highly respected MIT Media Lab and just a few years fresh from its Kickstarter campaign, Boston-based Waylens is well on its way to becoming a household name in the 12-volt world. Right now, the company has two automotive cameras in the market—Horizon and Secure360. The company’s mission is to transform the way people enjoy their time behind the wheel. The first product, the Waylens Horizon, is perfect for the enthusiast. It lets drivers capture, edit and share interesting moments and automotive performance data from the road. The Waylens Secure360 gives owners peace of mind. Lots of folks have basic remote start or security for their cars, but this takes things a step further, according to product manager Aaron Thomas. “It’s like a mobile-drone option so you can remote start your car when you’re flying back from SEMA and can get it going at the airport before you even get there,” he said. “The big difference is that with existing products, you can’t actually see your car. You can control it, you can start it, but you can’t actually see it. You wouldn’t be able to get the evidence you might need for an insurance claim if something happened. That’s where our
38 Mobile Electronics December 2018
camera, the Secure360, steps in and that’s where the 4G connection gives you visual confirmation of the world in and around your car.” It’s just the two automotive cameras for now, but one of the biggest challenges for any company with a product launch is making sure consumers want it, dealers embrace it and installers understand it.
Making Automotive Cameras a Primary Security Focus for Today’s Drivers Thomas is charged with driving the product innovation forward as well as supporting it from a technical side. “I take in all the information I can on how the products are working in the wild,” he said. “I look at the design and determine better uses for our current products and come up with new ideas.” He is also in daily contact with the company’s engineers in Shanghai. “We’re developing changes to the app every single day,” Thomas said. “I’ve got a whiteboard in front of me that has six different app versions on it—it’s incredible.” All of the company’s hard work is paying off as Waylens has its product placement at Best Buy, in 12-volt dealers and with distributor networks. “We have
national coverage and are working to get more product in stock to fill all of the back orders,” Thomas said. Equally important to getting products in stores, Thomas said, is partnering with its community of dealers and installers, and ultimately, the consumers they reach. “We need to understand how the installations go, what kinds of customers are walking into the stores, and how we build that around the Best Buy option and our 12-volt specialists and distributors so no one feels left out and no one is excluded from development. We’re creating the opportunity for every type of consumer to use the product. It can fit in every type of vehicle. This isn’t something that should just be upmarket or premium, and it shouldn’t be in the middle ground like it’s something else just to be added on. It should be a primary focus—a security focus for drivers today.”
Video Tutorials and an FAQ/ Troubleshooting Resource Offers Support A major focus along with securing placements in the right retail establishments and manufacturing plenty of product to meet demand is maintaining a strong support system for everyone—and
Vision Quest
Aaron Thomas serves as product manager for Waylens. He takes in all the information he can on how products are working “out in the wild” as well as providing technical support and generating new ideas.
that includes end-users, retailers, distributors and installers. One look at the company’s website confirms that this is a top priority through its video tutorials and community forum. Video tutorials began with the company’s first product, the Horizon. “This is our track or enthusiast driver camera, and the videos are primarily focused on this,” Thomas said. “We are building out this video area and plan to produce much more Security360-focused content in the future.” Instead of waiting for emails from consumers or dealers to roll in with potential questions or issues, Waylens has taken a proactive approach with both its FAQ/ Troubleshooting section, and by creating its Community Forum which Thomas monitors. “We have a test group which serves as a launching pad for us to get new ideas and to provide direction,” Thomas said. “It is a key, select group of customers who have stepped up—both at the consumer and dealer level—and have chosen to beta test or early test product development pieces for us whether it’s hardware or software.” The test group is not open to the public, and it is not something anyone can ask to join, he added. “Now, if we encounter a person who is up for testing a product and really wants to dive into it, they are more than welcome. We just want to have a chat with them first before we put them in that test group which deals with cutting-edge developments.”
As for a dedicated support forum just for dealers, Thomas said it’s in the works. “We are still putting that idea together and don’t have something like it just yet,” he said. For now, the FAQ/Troubleshooting section offers easy-to-navigate breakdowns of each product, the app, accessories and much more. It offers answers to a wide array of questions, including: Does the Secure360 do anything to deter a vandal or thief? How does the Secure360 stay alert without running down the car battery? Is the Horizon OBD-II transmitter compatible with diagnostic tools? “We have the essential information that someone would need to get started,” Thomas said, “but we’re building out this section, too, as we determine what is needed on an almost daily basis, sometimes weekly. What we’re doing is two-fold. We develop all the articles, with everything written in-house. We are also developing video guides to back up those instructions. Going forward we’ll have our video content on a YouTube channel as well as directly on the website, built into the FAQ page.” Another option that Waylens offers for support is email outreach, which is available anytime. “If it’s Best Buy and a return or exchange question, then definitely Best Buy is handling its own situations,” Thomas said. “Otherwise, with our dealers and distributors, then it’s going to be through us directly. Our email address,
which is always available, is support@ waylens.com.” For those who cannot find what they’re looking for in the site’s support section, a “Need More Help?” prompt directs users to a live chat option.
Webinars Will Present Information and Give Attendees a Chance to Interact With the new year right around the corner, Thomas said video will be a prime way to connect with dealers in the months ahead, but with a subtle twist. “This is a big area of opportunity for us in 2019,” he said. “As we get product out the door and we have it in dealers’ hands, we are starting a few different things. Videos are obviously a huge focus for us. As a camera company it is literally what we live and breathe every day. “Our video training will be unique in that we’re going to have it on the website, we’re going to have it on YouTube, but we’re also going to provide an option for dealers, distributors and rep firms to attend a monthly webinar. These will be quick—maybe 30 minutes—as we want to be respectful of everyone’s time. Webinars will be a way for us to tell folks about the status of the app, or any upcoming developments, and then we can open it up to for people to jump in to discuss issues and allow for a kind of question and answer session. This will also be the fastest way for us to get feedback.” facebook.com/MobileElectronics 39
The Support Team
Trade events will also continue as part of the company’s support efforts. Waylens attended SEMA this year and participates in KnowledgeFest as well as the annual MESA summit. “We are working with different distributors in different parts of the country right now to see what their local shows are,” Thomas said. “Some distributors host a symposium at their main warehouse and invite the dealers out, which we do as well.”
Building Consumer Support for a Bright Future Waylens will wait to see which products will come next while staying focused on supporting those consumers who are purchasing and enjoying their offerings now. “We have a few different types of drivers,” Thomas said. “There’s the young
40 Mobile Electronics December 2018
driver—someone Tim Coomer, CEO of Waylens, at SEMA in 2017, accepting an award who has a car, for Best New Mobile Electronics product for the Secure360 and whether it was Secure360 4G. given to them or they acquired it on their own. But this is where the safety and security mindset comes in. This as well as providing new options which driver wouldn’t be buying the camera, will be done with feedback gathered from but they are using it. The parents put it the community on how to expand the in the car so they can understand what product line. happens when their child is driving. “We don’t want to make a move until Instead of having any insurance issues or the community is asking for it,” Thomas having to go to court, if there was an acci- said. “As for what that means, we’re still dent, the kid is on the app at the time, gathering data. We are talking directly to they can cull a video file, upload it to the dealers, distributors and installers to find cloud and have proof right there of what out what they’re asking for most. That happened.” will tell us what we will develop in 2019 If it’s not a parent or young driver in addition to our already established using the product, according to Thomas, Secure360 and Horizon lines.” it might be a person with a collectible With more and more people putvehicle in storage. “That car should do ting protection systems in their homes, nothing without the owner present,” the time seems right for Waylens. “We Thomas said. “To protect it, you need are certainly the small fry in a big box a camera you can leave on and custom lunch right now,” Thomas said. “What record and be connected to 4G so that we want to do first and what we want to you can receive an alert if your investdo correctly is to be smart about how we ment is being disrupted by something or interact with our dealers and all of our someone else. Then you have a live video customers. We’re in touch every day with feed, recorded in the cloud, so you know different dealers, distributors, and rep exactly what’s happening at the time it’s firms. Right now we’re in an awesome happening instead of afterward. You are spot. We’re selling out of everything we able to take action immediately.” make, but what I don’t want to do is get For now, Waylens wants to make sure ahead of that. It’s not just about selling. it’s meeting the demand on its Secure360, We need to develop, too.”
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strategy & tactics
NVS Audio Style
By posting build photos on Instagram, you will be able to demonstrate the skills of your shop to potential clients. Learn how NVS Audio uses strategic tagging and striking photography to inspire new and repeat customers. WORDS BY CARLOS RAMIREZ
I opened NVS Audio in August of 2003 with only one employee and one authorized line to offer customers. We currently have five employees, and we are an authorized dealer for over 30 lines. We also have one of the nicest wood and fab shops in the entire state. When we first started, we barely made payroll each week. Now, we are blessed enough to be booked out two to three months for custom work. We moved into a bigger building in January and it’s already filled beyond capacity.
42 Mobile Electronics December 2018
We were early adopters of all the major social media platforms, but we picked Instagram as our main focus because of the almost immediate return on investment—and by investment, I mean time. Customers see our builds and screen-shot the picture, then ask us for a price via Instagram direct message. That doesn’t really happen with Facebook or YouTube, at least not for us.
Which Social Media Platform is Best? I don’t think shops should invest in only one platform. I think you should use all of them. Consider which age group
is your shop’s main focus. For example, Facebook works better for attracting 35to 65-year-olds, while Instagram works best for attracting 20- to 40-year-olds. Remember that these platforms are often changing. When they do make a change—as Instagram did a couple of years back—the change may cause the platform to not work as well for you as it used to. After the change, the rate of our growth was cut by 60 percent and our messages from potential clients were reduced by half. What makes Instagram so useful for us is the fact that it’s all about the photos
Instagram Marketing, NVS Audio Style
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strategy & tactics
and the hashtags. People don’t go on Instagram to read. All you need to do is post a few photographs, a description and hashtags, and you’re done. Instagram and Facebook work very well for all businesses. Every business should have one, even if it’s just to keep customers up to date with events, sales and holiday store hours. We follow Viper and Compustar on Facebook. If there is a service outage on Drone or Smart Start, it’s always posted there first. When a customer called telling me the device wasn’t working, I already knew the reason. Facebook and Instagram take seconds to update and post, while it can take much longer to update or change a website.
Methods to Best Utilize Instagram The Instagram platform has been the most successful for us over the years. We
44 Mobile Electronics December 2018
use Facebook and YouTube as well, but we have had the most success with Instagram. We have over 20,000 followers and book two to three jobs per week directly from Instagram. The platform changed its algorithm a couple of years ago to force businesses to pay to gain followers. If it hadn’t been for this change, we might have had over 60,000 followers by now. We do not pay for followers, nor do we use Google Adwords. We just use social media to promote our business for free. The only thing this approach costs us is about an hour per day total—30 minutes in the morning for Facebook, and 30 minutes at night for Instagram. We use our advertising budget to host and compete in local car shows. That has worked really well for us. At KnowledgeFest, I went over some key points that are very important to posting on social media.
Make the Time Social media for business is very important. You need to make time for it like every other important task in your business.
Post Every Day and Be Consistent Show off your build pictures, not just finished pictures. That way, customers will understand why the project will cost more and why it is worth more.
Post Photos of Your Team It is important for customers to feel comfortable with the technician who will be working on their vehicle.
Keep it Simple I update all social media from my phone. All the apps I use are available for under $5 each. Remember to post more than one photograph. It takes at least five pictures to tell the story of a build.
Social Media as a Business Card Your business’s social media tells the story of who you are and what you are about. It works way better than a two- by three-inch piece of cardboard ever will. That said, your business’s page and your personal page should be separate. There should only be work-related pictures on your shop’s Instagram. You can also show off your business by posting short videos of two minutes or less. If the video is longer, post the first minute on Instagram or Facebook and post a link to the full video on YouTube. Always remember to post about all of the events you have planned, with enough
Instagram Marketing, NVS Audio Style
time to let people know so they can plan to be there.
What is the Best Way to Use Tags? When we use hashtags, the first thing we do is tag our own shop with #nvs and #nvsaudio. That way, when a customer searches “nvsaudio,” all of our builds come up together. Then we add hashtags for the type of car. This means that potential clients who own the same car or truck will be able to see what we have done to the same type of vehicle, giving them an idea of what is possible with their own car or truck. Examples include:
THE FASTEST IN CONNECTED CAR
#ford #f350 #f350kingranch #f350customaudio Then we include hashtags for the manufacturers whose products we used in the build:
#compustarpro #Macintosh #soundskins #audiofrog #soundigital #phoenixgold #sony
COMING TO CES? Make sure you stop by and FIND US AT THE HARD ROCK HOTEL to check out the latest from Directed.
www.directed.com
If the company has an Instagram page, we will also tag them in hopes that they’ll share it on their page. This is a great way to draw more followers to your page. You must directly tag the company in order to notify them that your post is available. For example:
@sonycaraudiousa @hertz_audio_offical @soundigitalusa @phoenixgold_stinger @compustaronline Start Using Instagram Today to Attract New Clients Recently, we got a big job directly through our Instagram marketing. The customer had a lot of work done by another shop in the state, but he didn’t like the way it sounded or the way the install looked. He ended up spending upwards of $7,000 with us. Now he loves the way the truck looks and sounds. The client chose us because we show all our builds in detail on Instagram. facebook.com/MobileElectronics 45
strategy & tactics
radenso
platinum dealers
EXCLUSIVE PRODUCTS We show our style of install, as well. We offer a lifetime guarantee on all our labor and fabrication work. The first shop our client worked with did not use a digital sound processor and just bridged the two four-channel amplifiers into the four passive crossovers for the front and rear components. This gave the customer little to no control over the sound and made it impossible to align the sound stage. We ran an eight-channel DSP and made the front components active and the rear passive. We bridged one four-channel to the front mid bass drivers and used channels one to two on the second four-channel to make the front tweeters active. We used channels three and four to drive the rear components passive. We upgraded the 500-watt amplifier that the other shop sold him to a 1,200-watt so that the subs would match the output of his two large Macintosh amps driving the mids. We were then able to tune and time align everything. After we got the car sounding the way he wanted it, it was time to make the truck look the way he wanted. The customer had purchased a large pre-made under-seat subwoofer enclosure that sounded great, but the headliner finish did not match the King Ranch leather interior, so we sanded it smooth and
46 Mobile Electronics December 2018
trimmed it in factory-matched vinyl to match the King Ranch seats. The previous shop had stuffed the bass amp under the seat and the two Macintosh amps behind the seat screwed to a piece of wood. The customer was upset that the amps hadn’t been mounted better. The wood pushed the amps too far forward and they were being scratched by the back of the seats. To fix these issues, we fabricated a steel amp rack that sat flush with the rear wall of the truck which allowed us to move the amps back 2.5 inches. That gave us seat clearance and allowed room for a nice cover panel to show off the amps and conceal all the wiring, factory amp, DSP and the bass amp. For this and many other builds, we post photos on our Instagram account that continues to vitalize our customer base. Because of Instagram alone, our work is exposed to thousands of people— more than we could ever reach with simple traditional advertising. Posting build photographs not only reaches our potential clients, but in a way that inspires them and gets them thinking about what we could do with their vehicles. If you follow these steps for social media marketing, your business will also begin to reach potential clients who might not find you otherwise.
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tech today
Touring the JL Audio Factory JL Audio is known for its high-quality audio products manufactured entirely in the United States. At the huge Miramar, Fla. facility, the company utilizes state of the art tools and technology—including an on-site machine shop—to make everything in-house. WORDS BY JOEY KNAPP
Back in September I was in South Florida, and reached out to Stephen Turrisi (Director of Training and Technical Services for JL Audio) to see if I could go on a tour of their facility. Regular readers of Tech Today may remember that I had a chance to tour the Focal factory a few years ago, so I was eager to see what was happening at JL Audio.
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I have known Steve for many years and it seems fitting for a man so obsessed with magnets to be working for one of the top audio manufacturers. I was thankful that he was able to spend time with me since my trip down was arranged at the last minute. Steve was quick to note that normally their productions teams are not scheduled to work on Fridays (the day of my visit), but because of the incredible, increasing demand for products,
the company added another shift and overtime to catch up with the backlog of orders. This was good for me since most of the areas were up and running. We started off in the main office. JL Audio has several locations, but the Miramar, Fla. office is the main headquarters. They also have locations in Phoenix and Portland, plus some smaller offices scattered around the country and around the globe. After a quick visit to the OEM
Touring the JL Audio Factory
The heart of the JL Audio shipping department.
These portable offices were in numerous places throughout the warehouse.
marine division, customer service and some of the sales and finance offices, we moved into a huge manufacturing facility. Our first stop was the shipping department. Steve explained that shipping was as close as possible to the middle of the long, rectangular building. Then, on either side, manufacturing could funnel to this centralized location for shipment. The location of the finished goods within the shipping area would often change to account for changes in sales rates, he said. They like to keep the faster moving products as close to the actual shipping locations as possible for efficiency. This was the first of many areas where it was apparent that JL Audio focuses on efficiency and rapid growth. We headed west toward the fiberglass and woodshop production areas. We stopped along the way and I noticed how many of the offices were elevated and on
wheels. Steve explained that they built them on-site and put them on wheels to allow for them to be moved to other areas as they modify the flow of production to accommodate more volume or improve efficiency. Apparently, they can build great audio gear and their own offices and furniture, too.
A Look at Stealthbox Fabrication The west end of the building houses the fiberglass and woodshop departments. The JL Audio Stealthboxes came out a few years after the company was founded in 1975. I was surprised to see how the manufacturing process is very labor-intensive. They use a system called “Resin Transfer Molding” to carefully control the thickness and consistency of the Stealthbox. They start with a layer of fiberglass inside the mold, and use
a vacuum at one point of the mold to “inject” resin and hardener into another point. The vacuum pulls the resin/hardener mixture through the mold to ensure that air pockets don’t form. Most Stealthboxes have two parts. Once each half is formed, they are bonded using what Steve called “goop.” To me it looked like a mixture of chopped strands of fiberglass, Cabosil and resin. Once the two parts are bonded, they trim the edges, fill in any areas and sand it down. Then, they use a pneumatic tool to set rivet nuts into the enclosure, which is much nicer than the hand version I use! From there, the enclosure is put into a “sub-assembly inventory” and labeled as a “naked Stealthbox.” The “naked” part references to the final finishing (carpeting and paint) to complete the product. This finishing did not happen during my visit, but I did see the shelves of naked facebook.com/MobileElectronics 49
tech today
JL Audio uses prelayered fiberglass mat for consistent thickness.
Steve watches as a worker injects the Stealthbox mold with fiberglass resin.
The awesome pneumatic rivnut setter was a thing of beauty!
Stealthbox molds are stored on the shelving units right next to the fiberglass mold area.
Stealthboxes, as well as racks with finished versions awaiting inspection and packaging.
Enclosure Construction In a huge back corner next to the fiberglass department is “The Woodshop” area. This cavernous area is where they cut wood for enclosures and various other things, like the baffle the W7s are attached to when they are sent out. There were a number of CNC routers that were running and making precision cuts and grooves in sheets of MDF. Despite several machines all cutting wood, it was remarkably quiet. Steve told me that they had recently added a number of sound panels on the walls and ceiling to absorb and break up reflections to help reduce the noise. Pretty cool! In front of a couple of routers, there were pallets of cut wood. Steve brought me over to one pallet that would later be used to build the the eight-inch ported MicroSub enclosure. I was really surprised that such a little enclosure was built with 12 pieces of wood. He turned over the front piece of the enclosure to reveal the intricate channels that were cut into the wood to accommodate the port and internal braces (yes, there are
50 Mobile Electronics December 2018
The sound abatement treatments for the wood shop area are visible on the walls and ceiling.
braces inside that tiny box!). To minimize the depth of the overall package (just a hair over five inches), JL Audio uses ½-inch MDF instead of the more traditional ¾-inch. Before anyone clamors about this, take a look at the photos of how the bracing is done on this marvel. Instead of just using a thicker wood, they engineered the bracing to make the enclosure more rigid. As a side note, this same engineering was applied to their home audio in-wall
subwoofer systems. For those unaware, JL Audio has a couple of really cool solutions in their home audio product lineup that are designed to fit inside of a standard wall cavity (2 by 4 or 2 by 6 construction). A typical stud bay for 2 by 4 construction only has about 3.5 inches to work with, so in addition to using their thin woofer designs (like the 13TW5 and the new in-wall specific eight-inch driver), they reduce the enclosure thickness by using thin birch plywood and abundant bracing
Touring the JL Audio Factory
throughout the enclosures. In addition to the strength improvement, these braces also help to break up resonances. We left the CNC-router area and headed over to the section where they assemble these enclosures. In an odd twist, they don’t even build these enclosures the “normal” way. Ordinarily you would cut the wood, assemble the enclosure and then cover it in carpet. Not JL Audio. Their engineers came up with a pretty unique way of assembling what they call “wrap sets.” A wrap set is a group of wood panels that are glued to a pre-cut piece of carpet with rigid backing. I watched as they built some of those MicroSubs. These enclosures are comprised of two wrap sets, braces and end pieces. In each of the channels cut by the CNC, they apply copious amounts of glue and place the other wood parts into those channels to wrap the enclosure. Each of the outer panels perfectly lines up inside the grooves and the glue holds together all of the interior panels and seals up any air gaps. It’s a great concept.
In-House Machine Shop On the way to the east end of the building (where the loudspeakers and home audio systems are assembled) we visited the JL Audio Machine Shop. As an engineering-based company, JL Audio has plenty of hands on-deck to try to solve any problems that may come up. This is not only evident in their products, but also in their assembly process. Steve said that in the early days, JL Audio relied upon external machine shops to build prototype parts for speakers and production lines. Sometimes the lead times for these items was weeks or months. As the company grew, they cut these lead times down by investing in their own in-house machine shop. Seems logical, but it comes at a pretty hefty cost—these machines are not cheap! I was able to sneak a peek and snapped a photo of the shop through the window on the door. I am not familiar with that level of machinery, but in layman’s terms, they had a bunch of big ones! I later saw racks and racks of parts that came from the machine shop being used in speaker production. These parts and many aspects
Many, many pieces are used to construct a microsub.
The wrap sets are glued together before heading to assembly.
of the production lines themselves were designed and built right there at JL Audio. The machine shop is a vital part of what they do.
Guillotines and Magnetizers Just outside of the home products assembly area and just before the loudspeaker production site, I visited an intriguing spot. Somewhat hidden by shelves full of speakers and subwoofers, I found a room with a contraption that resembled a medieval guillotine. Steve said it was where they brought people who shared secret photos. Okay, not really. It was actually a device they constructed to perform “drop tests” on various products. It looked like a combination of electrical and pneumatic contraptions that would raise and release a fixture that would hold a speaker. At the bottom was a “stop point” that would stop the fixture and exert enormous g-forces on the frame (and other parts) of the speaker. They would document the height and the
amount of g-force measured and track any failures they encountered. Sounds like the loudspeaker equivalent to a crash-test dummy. Once inside of the loudspeaker assembly area, Steve showed me where they work on motor assemblies (the magnet and its surrounding metal parts). A pallet of motors sat waiting next to a refrigerator-sized device with a strange chamber attached to it by a huge cable. The contraption turned out to be a magnetizer and the motors had not yet been charged. Steve showed me a tool called a “go/ no-go” gauge. It had a red band on one side and a green band on the other. On each end was a small rod. The rod on the green side was slightly smaller in diameter than the red side. This was used to make sure the gap (the area that the voice coil will hang inside the speaker) would be the proper size. If the green side fit in and could travel all the way around the gap, that meant it was good. They also check to make sure it isn’t too wide by attempting to put the red side in. It facebook.com/MobileElectronics 51
tech today
This machine that looks like a medieval torture device is actually used to drop-test speakers.
Products are labeled after testing so the results can be analyzed.
The dual-ended go/no-go gauge is used to check voice coil gaps.
Each motor assembly is checked for proper clearance.
The MX770 cone and surround assembly awaits construction.
The speaker tinsel leads are precisely soldered to the terminals.
shouldn’t fit at any point. JL Audio tests every single motor before they drop it into the magnetizer.
Marine Speaker Assembly The production area was surprisingly busy considering they don’t normally work on Fridays. Marine products were everywhere. I got to see the MX770
52 Mobile Electronics December 2018
marine coaxial speakers being assembled. My journey with the MX770 construction started with the cone/coil/spider assembly. These parts had already been glued together and were ready for merger with the basket. From what I could see on the production line, the glue, the spider and the surround to the frame were applied by an automated process at the beginning
of a four-person assembly line. A machine applied the glue, and then the parts were added into place while a weight applied even pressure as the glue set. Once joined, the speaker moved to a station where they connected the tinsel (lead) wires to the terminals. Once they were soldered in place, they applied another adhesive to seal everything.
Touring the JL Audio Factory
Steve was excited to show me the VRC and share all of its benefits.
The lower assemblies are put together in preparation for subwoofer construction.
They used a spray-type accelerant in a number of areas to speed up the cure time of the adhesives. For the final step of production, they added the grille, which already included a tweeter. From there, the speaker goes through several quality assurance tests before being packaged and shipped.
W3 Subwoofer Assembly One of the production lines was configured for W3v3 subwoofer assembly. Even though it wasn’t running that day, I could see several parts on the line, all in different stages of assembly. At the front of the line sat some sub-assemblies consisting of the spider, voice coil and terminals all held together by plastic components. Steve explained that these “lower assemblies” were designed after monitoring speaker assembly and warranty returns over the years. The center area, located around the voice coil, was the VRC (Vented Reinforcement Collar)— one JL Audio’s earlier patents from 1995, intended to improve the reliability of the speaker by providing a larger contact area for the glues to hold. It also provides better cooling for the coil by positioning vent holes just above the voice coil. He demonstrated how
The assembly station for the W3 woofers.
the lead wires were carefully controlled and how the entire assembly lays into the frame using a special fixture to keep everything aligned properly (yes, it was made in the machine shop!). I got to see how the FCAM (Floating Cone Attachment Method) worked; it is essentially a large channel located in the middle of the speaker assembly, just above the voice coil area. The channel allows the cone to slide in after it is filled with glue. Any variations in parts and assembly can be “absorbed” by allowing the cone to “float” to the center position without tugging one way or the other. The speakers then move down the assembly line on aluminum plates on wheels, which was also made in the machine shop. Conveyor-belt manufacturing like this is not new, but it was interesting to see in person.
Parting Thoughts on the Tour First and foremost, it was impressive to see JL Audio’s commitment to build as much as they can in the USA. Steve told me that Lucio Proni, the company founder and CEO, is very committed to supporting the local economy and building as much product on-site as they possibly can. He’s doing just that, judging
by the huge number of employees I saw— and this had been a slow day! It is more expensive to manufacture in the United States, so the team at JL Audio has had to work hard to maximize their efficiency in order to stay competitive against companies that source cheaper labor. Somehow I feel this is a challenge they love. There were many places in the facility that Steve showed me which I haven’t described here, and many rows of shelving filled with parts and packaged products. The few photos I have shared do nothing to portray the enormous size of the JL Audio facility. It is huge. Despite the size, Steve seemed to know most of the people we saw on the tour. I was the only person on the tour, so it hadn’t been a staged “open public tour day.” Steve knew most of the employees by name. I think that says a lot about the company. Often, we stopped at a station, talked about history, how things have come so far and how long they had worked together. Many of the workers had been with JL Audio for quite a while. It’s clear they care about what they build and who builds it—as well as their customers and end-users.
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SUBMITTED BY ADAM WATKINS, MARIANNA, FLA.
Hurricane Michael recently rocked the west coast of Florida. Located in the path of the storm was Marianna, Florida. Marianna is the residence of Adam Watkins. Before the storm damaged Adam’s shop, he built this awesome 2016 Jeep Unlimited audio system. The source unit for the Jeep is a Pioneer 4200 NEX. Amplification is from Zapco and processing is by Helix. Morel Virtus three-way speakers provide the front soundstage. Watkins built a trick set of dash pods for the dome midrange and tweeters. The pods are highlighted with a painted trim ring. A Morel two-way setup handles rear-fill duties in the overhead sound bar. Bass augmentation is courtesy of a Sundown X8v.2 subwoofer in a transmission line enclosure. The enclosure was wrapped in vinyl and features pressed mesh grilles and lots of blue accent lighting.
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Ve n e ra b l e
Vanderhall
SUBMITTED BY MARTY DEANE, SOUNDZ PLUS, NAPERVILLE, ILL.
This unique ride was taken in by the crew at Soundz Plus for an interior transformation. This 2018 Vanderhall Venice had a date with the Sony booth at the 2018 CES show. To even further grab the attention of those near the vehicle, red accents would be added throughout the interior. Marty Deane, Rick Hernandez, Gem Dodd and Dan Ellingsworth were responsible for the great-looking upgrades. Handling the duties of signal source, signal processing and amplification was the amazing Sony XM-GS6DSP. This single chassis device was perfect for the tight spaces of the Vanderhall. The front stage consists of a pair of Sony GS component speakers. The speakers were mounted on custom plates attached to the upgraded red door panels. Behind each seat there is a storage pocket. This space was used to create enclosures for a pair of Sony GS subwoofers. The enclosures were trimmed out with accent panels that were upholstered in red and black vinyl. To help enhance the safety of this sporty vehicle, the crew at Soundz Plus also installed an Escort MAX360ci Radar detector. And if the vehicle itself wasn’t trick enough already, an XK Glow Lighting Kit was added. Day or night, this Vanderhall looks great!
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from the President
Customer Service Make a Promise to Provide a Great Experience. Running a business provides you with a daily opportunity to impress your customers. I know this sounds simple, but the reality can be disappointment when you fail to meet expectations. When someone walks into your business, they have already set an expectation and they hope that it is met or exceeded during their visit.
Setting the Stage The journey your customer takes has much to do with your level of professionalism while running your business. Look around: Is your store clean and well-organized? Do you manage your schedule with realistic timelines for completion? Did you and your customer come to an agreement as to the successful outcome of the work for which you were contracted? When attempting to meet or exceed your customer’s expectations, you must view the sale in the eyes of your customer. Step outside your daily process and make sure you would be satisfied if you were the recipient.
Make a Promise Your customer deserves a promise that you can deliver upon. When making this promise, leave yourself some room for error. Some circumstances will be beyond your control. These will require additional care, and you will need to properly manage your customer’s expectation.
Set Expectations To meet expectations, you must properly set them. Overpromising in any area will inevitably leave you missing the mark. Set your team up for success by anticipating what may go wrong. There are always unknown roadblocks that can derail your best intentions. Your job is to foresee as many as you can and build into the delivery time. Telling your customer on the delivery day, or even the day before, that their vehicle will not be ready as promised puts your business in a less than stellar position. No matter how great the outcome is, the failure will always be remembered. Letting your customer know ahead of time will work wonders when seeking to lessen their disappointment. It helps if you let them know that the delay will serve to deliver a better finished product. And don’t hesitate to offer them something of value for the missed deadline. These steps will go a long way when seeking to satisfy your customer.
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Make Amends When Warranted Disappointing your customer with a late delivery is troubling enough. Don’t complicate the issue by delivering the vehicle as anything less than perfection. An apology goes a long way. But this alone won’t make things right. Make sure you complete the process. Don’t shortcut when you are behind. Take the time to do something special. I suggest that you reflect upon a time when your own expectation was not met. What did you assume would happen? What would have made things right for you?
Do it Better Every Time The future of your business depends on your ability to manage your customer’s expectation. Review what you and your team did, both right and wrong. A weekly and, at the least, monthly staff meeting is a great time to review both great and not-so-great experiences. Make sure to highlight both. Too much focus on the not-so-great may provide you a less than honest result and could undermine your team’s confidence level. Your process should include time to listen and ask for help from your team to solve any issues for your next project. Regardless of the outcome, take time to celebrate your successes and provide praise. If you treat your team with the same attitude that you would treat your best customers, you may find that they will work harder and do the same.
And Don’t Forget the Follow-Up Every customer should receive something from you post-delivery that allows them to critique and praise your performance. Be proactive. Use some sort of online survey tool. Contact every customer if you can. Feedback is invaluable to your business and essential for growth. At the very least, put customers on a callback list that requires someone to contact them within 30 days of delivery of their vehicle. This is a great opportunity to show you care. If you can get them to stop by the store once again, you have another opportunity to sell them something. Make an appointment to inspect the vehicle or answer any additional questions they may have. And don’t be afraid to ask for a referral, such as: “Do you know of anyone who may benefit from the products and services we offer?” If you treated them well, there is a high probability that they will refer you to someone they know. Great customer service begins with you.
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