Feb / March 2020
me-mag.com
Ocala Car Audio grows by being part of its community’s blue-collar lifestyle and bike culture
10 Steps to Top Sales
Award-winning pros give you tips for margin-building magic • Serious Social: Use the platform to tell your whole story • Seeing Stars: Light up the headliner of your next custom job • City Sales: Phelps & Cooley make the mark in the MINK
optimize your senses LITTWORKS LIGHTING IR / RF / WIFI CONTROLS AVAILABLE
LED Lights
360º DVR REAR VIEW MIRROR • Full 360 Degree Surround DVR • OEM spec. and look mirror • IPS 4.5” wide VGA LCD screen • Touchscreen controls • Parked recording function • Second external camera included
NEW ! RVMDVR360
OE STYLE REARVIEW MIRROR with Built In 4.3” LCD (Auto or Manual Dimming)
Auto Dimming !
3 Video In for rear and side cameras
RVM703
RVM430MMD RVM430MAD
Adjustable Parking Lines
USB POWERED PODS AND EXTENTIONS
SMARTPHONE DRIVER INFORMATION SYSTEM
NEW ! NEW !
Volt Meter
Type C and 18W PD Blue LED Quick Charger 3.0 for Apple and Androids
Type C and 18W PD Blue LED Volt Meter Quick Charger 3.0 for Apple and Androids
DVM100/DVM200
USBR-QCW
USBR-QC
Volt Meter
1 amp & 2.1 amp USB output
Glowing Blue Backlight Dual USB. 3.1amp Output
DVM212
USBR12V
USBS-BLU
SPA500 takes the things that you want to do with your phone while driving and puts them on your car’s built-in display. When you connect your phone to SPA500, you can get turn-by-turn directions, make calls, send and receive messages, listen to music, and more. SPA500 uses the contacts on your phone to help you make calls, send texts, and find destinations.
SPA500 - Universal SPA500MBZ - Mercedes SPA500BMW - BMW SPA500TOY - Toyota / Lexus
Mirror / No Mirror Backup Line On/Off
Good TLP150 - Standard Better TLP150L - Moving Parking Lines Best TLP150HDW - HD Low Light • Metal License Plate CMOS • Waterproof
NEW !
LCDRV700WLKD • Digital Wireless 7” LCD Camera • New 600 TV Lines • Microphone Built In
RVCLPM (Chrome) RVCLPMB (Black Chrome)
RVC800LPWIRB (Black) RVC800LPWIR (Chrome)
RVC180SM
RVC180FM
License Plate Camera 120º view
IR License Plate Camera 120º view
Mini Mini Moonlight Camera with Incredible Low Light Performance
True Full 180º Horizontal View Programmable Mirror / No Mirror
Accele.com
(800) 788-1212
(562) 809-5090
Are you Ready... WIRELESS (VOD) VIDEO ON DEMAND ENTERTAINMENT SYSTEM • Video on demand just like on airplanes • Supports up to 6 users at the same time • Individually control play, stop, pause, etc. by each user • Supports up to 1TB hard drive or USB Storage • WiFi ( 2.4Ghz / 5.8Ghz ) • 3G or 4G internet option Included • 1 x Server • 2 x 10.8” Touchscreen Monitor p • 2 x Wireless Bluetooth Headphones
(( ( (
NEW !
10.2”, 13” or 17” WIDESCREEN FLIPDOWN WITH WIFI STREAMING • Built in Wireless Wifi HD receiver • Built in SD card player • Audio Video inputs • Wireless IR headphone transmitter • Wireless FM transmitter • Led Dome lights • IR Remote control
13”
Wirelessly Stream ! 1080 HD Content from your smartphone
(
( (
VOD10UNI
RELAY
((
17”
10.2”
(
AXFD102HDWF
4 CHANNEL DIGITAL IR HEADPHONES USE IN NEW GM CARS !
NEW !
NEW !
BL200 Mechanical 200 Amp Latching Relay
5086E Mechanical DPDT Latching Relay
5078 120Amp
Accele.com
(800) 788-1212
BU-509TD Time Delay Relay
BU-5077 80Amp
(562) 809-5090
ZHIR400
Volume 50 & 51 // Issue 02 & 3
Articles
18
14
18 Retail News/Who’s Who 54 Installs
FEATURES 14// What’s Happening: 10 Ways to Make Yourself a Better Salesperson How can salespeople up their game? Top Sales Pros Jayson Cook, Amari Schwartz and Elias Ventura discuss strategies for self-improvement on the sales floor.
26// Real World Retail: Ocala Car Audio Ocala Car Audio has built a name for itself by hosting and attending local events and weekend Bike Nights. The shop has entered the new year aiming to increase revenue in the motorcycle audio category through grassroots marketing.
40// Difference Makers: River City Sales River City Sales goes the extra mile for its mom-and-pop businesses, while encouraging retailers to embrace integration as technology continues to transform.
Departments 6 Editor’s Forum 8 Feedback
Ad Index Accele.......................................................p.2&3 Alpine...............................................................p.7 DD Audio.....................................................p.25 Escort..............................................................p.9
44// Strategy & Tactics: Rules of the Game Learn why, when and how to set ground rules when selling.
Firstech / Compustar..........................p.59
48// Tech Today: Starlight Headliners
Installernet................................................p.60
Using these installation tips, you can create Rolls-Royce effects in any vehicle.
JBL....................................................................p.11 JVC....................................................................p.5 Kenwood.....................................................p.33
On the Cover COVER DESIGN: Manny DeJesus To increase focus on the motorcycle category, and to reach people on a community-level, Ocala Car Audio in Ocala, Fla. focuses on grassroots marketing by attending events and bike nights. Through long-term planning and local engagement, this slow-and-steady approach has paid off, increasing revenue year over year. For the February-March issue, we have featured the team at Ocala Car Audio on our cover.
4 Mobile Electronics February / March 2020
MEA...............................................................p.37 MECP............................................................p.39 Orca - Focal................................................p.21 Rockford Fosgate...................................p.29 Rydeen.........................................................p.47 Sirius XM......................................................p.12 Sony...............................................................p.17 SounDigital.................................................p.31 USA Spec....................................................p.43 Vais Technology........................................p.13 Voxx..............................................................p.35
STOP! DON’T EVEN THINK ABOUT IT. KW-M855BW Digital Media Receiver KW-V950BW DVD Receiver
WIRELESS CONNECTIVITY #JVCMobile
#QualityBuilt
JVC Mobile Entertainment
#Since1982
JVC Mobile USA | Official
Android Auto works with devices using Android 5.0 software or higher. Some devices may not yet support Android Auto, see the Google site for the latest list of compatible devices. Android Auto and its logo is a trademark of Google Inc. Apple CarPlay works with iPhone 5 and newer phones. Apple CarPlay and its user interface are trademarks of Apple Inc. For safety, various touch-screen functionality is disabled while the vehicle is in motion. See your local authorized dealer for more details. All logos are registered trademarks of their respective owners.
@JVCMobileUSA
@JVCMobile
www.JVC.com www.ca.JVCKenwood.com facebook.com/MobileElectronics 5
editor’s forum
Social Media Isn’t Social; It’s Serious
Sure, we’re posting pics and videos on social media. Now it’s time to do it with purpose. Both short-term and long-term thinking have their places, and neither is inherently wrong. In fact, most great plans and greater results have pieces of both, paired either consecutively or concurrently. Short-term gives us immediate change so we can adjust to take advantage of an opportunity that might not be here tomorrow. An expenditure to pick up some profitable B stock, or investing in a temporary employee to get through the busy season. Long-term requires more time to prepare, and a lot more thought. You are making decisions that may not impact your situation today, or even tomorrow. But they will position you to gain a larger and longer-lasting advantage over time. Now let’s apply this to social media. Most of us in the car stereo world participate by posting pictures of installs on Facebook and Instagram. Many of you can point directly to business you’ve earned as a result of this action and think it’s enough of a strategy. After all, it nets some sales in the short-term. But what about the long-term? Does it provide a strong picture of your whole business? Think about your brick-and-mortar presence. What if you had no building but instead just worked on vehicles in an empty lot? Sure, you might pique the interest of someone who owned a car like the one you were working on, but everyone else might call it interesting and pass you by. In our stores, we invest substantial capital, time and resources to paint a complete picture of who we are. We build an experience that encompasses every aspect of our business, not just the work. This approach nets long-term gain as there are more parts to your business to attract customers. Your social media strategy should mirror your store strategy. Can we sell our whole store on social media? Yes, because whether people see things in real life or online, we still see information and react based on experience. A story told online or in person is still a story. Of course, it’s in how you tell the story. An argument can be made that people absorb information differently on social media than in person. Because consuming content online is a singular experience, people don’t worry about societal niceties: catch their attention quickly, or they move on. This means we adjust tactics to tell our story in a way that customers are trained to receive it. So, what’s your store’s whole story? We can create content using seven topics. You will find them below along with some proven content ideas for each. The Products We Sell: What are you excited about that’s just hit your shelves?
6 Mobile Electronics February / March 2020
Is there a product or product line that is prefect to promote during a certain season? What common product functions might your customers have trouble with? Which features of a product provide key driver benefits? Customer Interviews: What kind of service experience did your customer have, and what made it special? How has your work made a customer’s drive better, safer, more informative or more entertaining? Our Finished Work: What is a practical job that might appeal to a commuter, soccer parent or elderly driver? What work have you done on special-purpose vehicles, such as work trucks or RVs? What custom work showcases your style and enhanced capability? Our Staff: Which of your staff is celebrating a milestone, such as a birthday, work anniversary or promotion? Which of your staff have interesting hobbies that they don’t mind talking about? Our Facility: What new customer-beneficial programs, processes or infrastructure have you implemented? Have you moved, remodeled, purchased a new fixture or added a location? What will your customers experience on a walkthrough of your store? Our Services: What customer service policies or practices separate your store from your competitors? What are some of the behind-the-scenes practices you have that make the difference between so-so and quality work? Our Special Events: What sales, shows or other events will you host or attend? What awards have you won or are endeavoring to win? (Subtle hint!) Go through these with your staff, and plan out your content for two to four months. If you use social media audience targeting, pay attention to the type of content you are promoting and select your audiences accordingly. We’ll talk more on this throughout the year. In the meantime, you have a story to tell. Go tell it.
AWAKEN A
N E W
P A S S I O N
F O R
A U D I O
GET MORE POWER WHEN YOU NEED IT WITH THE NEW MONO POWER PACK
Alpine’s NEW KTA-200M Mono Power Pack Amplifier with Dynamic Peak Power and PowerStack
Mount the KTA-200M behind the iLX-W650 for Alpine’s award-winning PowerStack application. iLX-W650 sold separately. KTA-200M Launching Spring 2020. Ask your Alpine Rep for details.
feedback
ADVERTISING SALES sales@mobile-electronics.com
EDITORIAL Solomon Daniels Editor-in-Chief 978.645.6463 • solomond@mobile-electronics.com Rosa Sophia Managing Editor 978.645.6466 • rosas@mobile-electronics.com Creative Layout and Design: Manny DeJesus
Making Customers for Life Retailers share how lending a helping hand, being open to the clients’ needs and encouraging positive feedback will create customers for life.
Contributing Editors: Jamie Sorcher, Joey Knapp and Laura Kemmerer
Published by TM
mobile electronics association
“When it comes to sales, I learned to never try to sell products to your clients based on what you can afford. Start at the top and work your way down! It took me a while to break this habit when I started as a sales associate for our company. What I thought was too expensive was only too expensive for me.” Brandon Brown, Columbus Car Audio and Accessories, Columbus, Ohio “Don’t worry too much about a few bad online reviews, unless it becomes a regular thing. With our bad reviews—which has only been one on Facebook so far—we decided to take a different approach to irrational and irate clients. We asked a slew of our clients to simply comment on the bad review of how their experience was with our shop. Most of the time this shows how irrational the client with the bad review has been, and that resonates with any new inquiring clientele. It’s also a super easy and free way to combat this issue. Granted, this really only works if a majority of your clientele is truly and regularly satisfied with their experiences at your establishment.” Cameron “Chimpo” Powell, LIS Audio, Spring Hill, Kan. “Always be willing to offer free estimates, free help and free advice. Just today I helped a client who called me earlier in the day and expressed that he felt like an idiot and felt real bad for asking, but that he needed help. He had purchased a Maestro RR online and tried wiring it up to do an install himself. He was confident he wired it up properly and said all he needed help with was flashing the module. His computer wouldn’t recognize it. I told him to come in and I’d do it. As soon as I plugged it in, I saw why it wouldn’t flash. Someone on eBay had sold him an old Demo Maestro RR. Additionally, after looking at his harness, I noticed he was missing the data link connector. I explained the issue, sold him a new one that I had in stock, flashed it, printed the install guide and as he said, ‘Now you have a customer for life.’” Annie Amen, Sounds Incredible Mobile, Brookfield, Conn.
8 Mobile Electronics February / March 2020
Chris Cook, President 978.645.6434 • chrisc@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 © 2019by the Mobile Electronics 4) Date of filing: Oct.1, 2019.5) Frequency of issue: Monthly. 6) No. of issues published annually: 127) Annual subscription price: $35.00. 8) Periodical postage paid at LawrenceMA and additional mailing offices. 9) Complete mailing address of known officeof publication: 85 FlagshipDrive, Ste F, North Andover, MA 01845. 10) Completemailing address of the headquarters or general business offices of the publisher:85 Flagship Drive, Ste F, North Andover, MA 01845. 11) Full names and completemailing 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 0184512) Owner: MERA, Mobile Electronics Retailers Association, 85 Flagship Drive,Ste F, North Andover, MA 01845. 13) Known bondholders, mortgages, andother 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 ofPublication: Mobile Electronics. 16) Issue date for circulation data below: October2018. 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) Paidsales through dealers, etc.; Average: 0. Single issue; d) Requested distributed byother classes of mail: Average: 435, Single issue: 520. Total paid and/or requestedcirculation; Average 6039. Single issue: 7346. e) Nonrequested distribution bymail; Average: 3593Single issue: 4223. Free distribution through other classesof mail: Average: 0, Single issue: 0. f) Non-requested distribution outside the mail;Average: 267. Single issue: 750. g) Total nonrequested distribution; Average3860, 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; 507j) Total; Average: 10,237. Single issue; 12.826Percent paid and/or requestedcirculation; Average: 61.01%. Single issue 59.63%. 17) POSTMASTER: Please sendaddress changes to Mobile Electronics, 85 Flagship Drive Suite F, North AndoverMA 01845-9998
ďƒŽ stats
SUPERIOR Sellers
In smaller stores, owners and managers are primary sellers. Those with dedicated sales staff plan a lot more training this year.
Primary Salesperson In the Store Storeowner 47% Manager 36% Dedicated Salesperson 33% Cross-trained Staff - 30% Other 3%
% of Store Resources Dedicated to Sales Training 10 percent - 30% 20 percent - 21% 30 percent - 16% 40 percent - 6% 50 percent - 22% More than 50 percent - 4%
Compensation for Dedicated Sales Staff Hourly only - 18% Salary only - 12% Commission only - 11% Hourly plus commission - 18% Salary plus commission - 17% Not Applicable - 17% Other - 6% 10  Mobile Electronics February / March 2020
The 2020 Plan to Support Sales Add more dedicated sales professionals - 32% Add more sales-focused training / resources - 37%
Change the sales compensation plan - 3% Cross-train staff to take on sales role - 32%
Other - 19%
TAKE ORIGINAL JBL PRO SOUND ON YOUR NEXT BIG OUTDOOR ADVENTURE. CRUISE X delivers high-output distortion-free audio. MARINE rated to hold up when things get wet.
COMPLETE FOUR-SPEAKER AND AMPLIFIER KIT 80 Watt 4-Channel Amplifier IPx5 Marine Rated Bluetooth Smartphone Control 360 Degree Locking Ball-Joint Bracket System
FOR MORE INFORMATION AND A TEST DRIVE PLEASE CONTACT SHAWN SPEDDING facebook.com/MobileElectronics  11 816-385-1944 Shawn.Spedding@harman.com
helpful stuff
BOOK: The Bezos Letters: 14 Principles to Grow Your Business Like Amazon BY STEVE ANDERSON - WWW.THEBEZOSLETTERS.COM
Amazon, the fastest company to reach $100 billion in sales, didn’t get there by playing it safe. Tech and business speaker Steve Anderson deconstructs Amazon CEO Jeff Bezos’ annual review letters to shareholders which reveal why, when and how Bezos took the risks he did and how it made Amazon so successful. Anderson said he wrote the book because he started thinking about risk and how it might actually be a good thing. In fact, he started wondering if businesses might not be taking enough risks. In letters written annually over the last 20 years, Bezos provides every business owner a “hidden in plain sight” roadmap for how he grew Amazon. Anderson analyzes these letters to reveal 14 Growth Principles. For example, Principle 4, “Obsess Over Customers,” is illustrated by how Amazon pushed third-party merchants to prioritize customer care via its advocacy for “Frustration-Free Packaging.” Anderson encourages CEOs as well as business leaders and owners to take risks. If the risks don’t work out, companies can revise and move on—but if the risks do come through, so do the rewards.
APP: Norton Clean FREE IN THE GOOGLE PLAY STORE FOR ANDROID DEVICES
With everything we put on our phones for these days, it’s no wonder these devices can get clogged up, filled to capacity and just bloated with stuff. When you run out of room, you’ll need to free up space by getting rid of junk files. Norton Clean sweeps your memory cache and storage clean of residual and junk files to remove clutter from your Android device and helps speed up performance. This is a must-have app for maintaining efficiency with your mobile.
WHATEVER THEY WANT TO HEAR. WHENEVER THEY WANT TO HEAR IT. Halsey on
Carrie Underwood on
PROFITS FOR YOU, SAVINGS FOR YOUR CUSTOMER. • $70 rebate on the purchase of an SXV300V1 Tuner • 3 months free All Access Subscription, including streaming & SiriusXM Video
Visit siriusxm.com/2ways2save for complete Offer Details. SiriusXM subscription sold separately. 12 Mobile Electronics February/March 2020
© 2019 Sirius XM Radio Inc. SiriusXM, Automatic, Pandora and all related logos are trademarks of Sirius XM Radio Inc. and its respevtive subsidiaries. All other marks, channel names and logos are the property of their respective owners. All rights reserved.
SERVICE: Duda WWW.DUDA.CO
Not online yet? Need to give your business a fresh, updated look? Try Duda, an easy but capable website builder that lets you produce sites that work for both large desktop monitors and small mobile screens. Web store capabilities make this a full website commerce solution, too, and its site-builder interface makes DIY site building easy. The service’s paid tiers are Basic ($14.25 per month), and Pro (starting at $9.75 per site per month plus a $249 annual platform fee). Premium accounts add email support, custom domains, site backup, and deeper site analytics. To get started, you choose from one of 94 templates, all of which are organized into categories. Click a template thumbnail and you can see how the look adjusts for phone and tablet viewing. You can even see how the template looks on all three device types—desktop, smartphone and tablet—at once.
SITE TO SEE: Jeep Beach 2020 WWW.JEEPBEACH.COM
Jeep Beach is coming April 20-26, 2020. This has become one of the largest Jeep-only events in the country. Held at Daytona International Speedway, the event brings together thousands of participants and vendors to check out the industry’s latest products. The first Soundoff and Lighting Competition was held during last year’s Monday Night Kickoff Party, produced by Soundcrafters, Daytona’s well-known mobile electronics shop. Competition formats in sound and lighting called “Jeep Beats” and “Jeep Glo” from the International Auto Sound Challenge Association (IASCA) were huge hits. Both are back this year, too. Check out the details for this not-to-be-missed spectacle!
Add SiriusXM®
TO 100’S OF VEHICLES & MOTORCYCLES WITH A
Single Piece OF Hardware
facebook.com/MobileElectronics 13
T E C H N O L O G Y
VAISTech.com/universal-install
What’s Happening
10 Ways to Make Yourself a Better Salesperson How can salespeople up their game? Top Sales Pros Jayson Cook, Amari Schwartz and Elias Ventura discuss strategies for self-improvement on the sales floor. WORDS BY ROSA SOPHIA
Amari Schwartz, who works in sales at Distinctive Ride in Wasilla, Alaska, said she first thinks of knowledge and qualifying the client when she considers improving sales. “I believe to be successful and efficient, a salesperson needs to have product knowledge, install knowledge and knowledge on consumers’ buying habits,” she explained. “I have seen a lot of sales lost because of lack of product knowledge. I have also seen an equal amount of money lost because of misquoted labor charges.” In 2018, Schwartz was named Sales Pro of the Year by Mobile Electronics magazine. Elias Ventura of Safe and Sound Mobile Electronics in Manassas, Va.—who was named Sales Pro of the Year in 2016— stated that he always self-reflects on things he could be doing better. “There are times on the sales floor when I forget the most basic, key, ‘sales 101’ things I should be doing,” he said. “It happens to the best of us.”
#1. Qualify the Client Schwartz said a salesperson can’t sell anything if they haven’t first qualified their client. “What are their needs and wants? Do they have a budget? Do they know what they want? Or, do you need to help guide them to the right product or service?” she said. A customer might come into the store and say they want a pair of speakers, said Jayson Cook of Columbus Car Audio and Accessories, but it may not be what
they’re really looking for. Cook was named Sales Pro of the Year in 2019. “You could just sell them the speakers they asked for,” he said, “but that might not be what they really need. In the customer’s car, I will look at the bass and treble settings on the radio. Is either setting cranked up? Have them point out what they like and don’t like about the system they already have.” Customers will say they want more bass, he added, and Cook will recommend a subwoofer. “First they say no. Instead of telling them they’re wrong, we go inside and I turn on a display and I play a $1,500 pair of speakers. They say, ‘It sounds similar to what I already have.’ I turn the sub on, and they say, ‘I like that.’” That’s what they needed, he explained, but they didn’t realize it until they experienced the demonstration. When the salesperson goes out to the customer’s car, they can get to the root cause and find a solution, Cook said. “If I just sold them a set of speakers, I made the sale, but they’ll never come back. I may have sold them what they asked for, but it wasn’t what they really wanted, which was a subwoofer.” If the salesperson is just selling the customer a pair of speakers without listening to the customer, asking qualifying questions and finding out what they really need, Cook added, “You’re not a salesperson. You’re just a clerk.”
#2. Build Relationships Cook said customers can find the product they are looking for just about
14 Mobile Electronics February / March 2020
anywhere. Building a relationship with the client will make them stay instead of going to a different store in town. “They will see the value. I have a ton of repeat clients who come to us because we built a reputation and a relationship. They know what to expect.” Building a relationship is also about staying in touch. “Stay in contact with the client and the technician working on the vehicle so everyone is on the same page,” Cook said. “Whether it’s an audio upgrade or a radio install, you have to make sure everyone knows what’s expected.” If the customer calls in or emails, he added, it’s important to invite them into the store. “Everyone has their own idea of what sounds good. I want to listen to the car with them,” he said, adding that’s important to let the client play their own music at the volume they enjoy, so the salesperson can see what they like and what they don’t like. “At that point, outside your building, you’re on neutral ground. They’re more comfortable. You’re not just a sales guy anymore. You’ve built a relationship.”
#3. Regularly Attend Trainings Salespeople agree regularly attending trainings is essential to professional growth, especially considering how quickly the industry evolves. Ventura underscored the importance of training events and learning from industry peers. “We have a great many events nationwide and locally. Events like KnowledgeFest are the pinnacle of what this industry has available for us to grow and learn,” he said. “Ask your rep about
10 Ways to Make Yourself a Better Salesperson
local training opportunities.” He added it’s important to talk with manufacturers and distributors at events like KnowledgeFest, ask them questions and learn from them. Cook said understanding the product you’re selling begins with training. “You have to be able to explain the differences in products. You have to have an understanding of how these products work. Any time a training is available, you should do it.” Although product trainings can sometimes feel repetitive, Cook said he always gets something out of it. Without continuous training, salespeople will fall behind. “If you’re not staying on top of it, someone else is, and that other person may be down the street from you,” he added.
#4. Network and Share Ideas Ventura said he learns a lot from networking with industry peers. Facebook Groups can be valuable tools for networking and sharing ideas, including groups like Mobile Electronics Syndicate, Educar Integration and Acoustics, KnowledgeFest Group and T-Tapped, to name a few. Cook recommended the group he helped start specifically for salespeople: 12v Sales Pros. “We’re there to help grow the industry in the front of the store,” Cook said. “There are so many salespeople in the group who are great at what they do, and we are more than willing to help.” Ventura added that his friendships in the industry have greatly influenced his professional growth. “What’s better than being able to pick up the phone and call someone with a question or input on a problem?” he said. “Or just have dinner and chat about what’s going on in your stores, good or bad. This is a weekly thing for me, and I enjoy being able to help others and to ask for help. This is how you make industry friends for life.” These kinds of connections are made in the 12v Sales Pros Facebook Group, according to Cook. “We talk about how to handle client emails, follow-ups and how to make the sale happen,” he said, adding that it’s a place to be vocal about the sales process, and talk to other people in the industry about what’s working for them.
#5. Build Your Confidence It’s essential for salespeople to have confidence in themselves, according to Schwartz. “I know when I have ‘off ’ days, it impacts my sales numbers. I sell the best when I look good, feel good and smile,” she said. “This also ties into kindness. I greet every client with a smile. It’s important to consciously think about how you are making your client feel.” Schwartz added that it’s important to notice whether the client seems comfortable, or resistant to the sale. She also noted a salesperson should pay attention to the tone of their own communication. “A lot of miscommunication and loss of sales comes from our body language,” she explained. “My dad [John Schwartz] always taught me that 12-volt product and services are not a need. We’re an accessory. He says, ‘No one needs us, but they want us.’” A salesperson, she added, should never take their clients for granted and should work on building confidence in themselves and their ability to inform and educate the client.
#6. Always Be Honest Cook said a salesperson should “own everything” they do. “If you screw up, admit it. Whatever the case is, get in front of it and don’t make excuses,” he explained. “Just be honest.” Cook added that he recently made a mistake which he learned from. “I was supposed to take a car back to a dealership one morning, and life happened. I forgot.” Both Cook and the client were upset, he added, “but at the end of the day, it was my fault. Things happen and you will make mistakes, but it goes back to owning what you do. Whatever you say you’re going to do, make sure you do it, even if it means setting reminders on your phone.” Schwartz said trying to make a sale can sometimes slide into dishonesty too easily, and a salesperson might be
tempted to hide what’s really happening with a vehicle. “A good example is calling a client to ask for more time, and blaming it on running behind in scheduling, instead of telling them you’re having a signal issue with their amplifier installation.” The client will always be happier if the salesperson is honest with them, she noted. “It’s a harder conversation, but it will build trust in the relationship. That customer will become a repeat customer.”
#7. Build Value in the Sale Sometimes salespeople are afraid to quote a number because it might not be received well. Ventura and Cook both agreed the customer requested the quote, and they will either say yes, or decline. “If they say no, don’t discount the product,” Cook warned. “Instead, show them something else that falls within their price range.” If you explain what they’ll be getting, why they need it and how it matches what they are looking for, “there shouldn’t be any apprehension in sharing a quoted price,” Ventura said, adding that the salesperson shouldn’t just tell them a cost—they should also explain what the customer will be getting in a way that demonstrates value. facebook.com/MobileElectronics
15
What’s Happening Jayson Cook recommended salespeople join the 12v Sales Pros Facebook Group. “We’re there to help grow the industry in the front of the store,” Cook said. “There are so many salespeople in the group who are great at what they do, and we are more than willing to help.” Ventura and Cook recommended using the top-down selling approach. “It’s better to build value by first showing the best product available, and going down from there,” Ventura said. Explaining and demonstrating product value will help bring the customer on board, he added. “But if you just throw a number out there, you haven’t built value at all.” Cook said he was driving to work one day when he saw a truck for sale at a local dealership. “On the side, it said $17,000 off. To me, that means the truck is worth $17,000 less than what they thought it was,” he explained. Outside the realm of a special sale day in-store, “if a guy walks in and says, ‘Give me this product for $850 instead of the sale price of $1,000,’ and if you say yes, then you’ve lowered the value of the product and your own value.” By discounting a product just to get the sale, he added, “You’re lowering the value of that product to the customer.”
#8. Ask for the Sale A difficult last step, Ventura said, is asking for the sale. “Be creative with it. I like to use what I call ‘pre-closing word choices.’ I use phrases like, ‘When we do this for you, we will…’ and ‘I really think we should use this solution in your car.’” Positive word choices are important, he added, noting, “Sometimes you can ask for the sale discretely and say, ‘Do you want to go over scheduling options?’ At the end of the day, we have to ask for the sale. Everyone has their own approach. Just make sure to do it.”
#9. Follow Up With Your Customer Following up with clients should be done in a timely manner, according to Ventura. “I’ll call a customer and say, ‘Hi, it’s Elias, calling you back as promised. Is now a good time to chat?’” Ventura noted this approach shows the client that the salesperson is being mindful of their time, adding that it’s important to remember when they first came to the store, it was on their available time. “Chances are, if you follow up with them, they will buy,” Ventura said. “Following up is a key part of being a salesperson, and it’s important to be disciplined about it.”
#10. Be Excited Cook said clients can tell when salespeople are excited about their work, and it impacts the sale. “They feed off our energy,” he added. Excitement is an important tool for any salesperson, Schwartz said. “You want your client to feel happy about spending their money with you. Hype up the client for the sale, whether it’s a remote start or a full custom build,” she added. “You want your customer to feel understood, listened to, comfortable and confident. If you can do this, you can successfully and efficiently sell anything.” Ventura agreed that a positive attitude is essential. “Nothing beats an upbeat, personable individual. I think of Corbin May of Visions Electronics as a perfect example of this,” he said. “Create a good first impression and pay attention to their wants and needs.” Always say thank you, Ventura added. “Let them know you appreciate them. They could have gone somewhere else, but they came to you.
16 Mobile Electronics February / March 2020
For example, if you go outside to look at the customer’s car and your competitor did not, this will set you apart.” Cook said the salesperson is always on the front line. “The tech can do the most beautiful job ever, but if it isn’t what the client is expecting, then you failed. It falls back on the salesperson because it wasn’t what the salesperson said it would be. You have to sell yourself and sell the shop. Follow through and make sure the outcome is exactly what you told them it would be.” Cook added that numbers are important to pay attention to in-store, as well. “I track our numbers. Not just our store totals, but sales per hour, gross profit and average ticket amount,” he explained. “It’s as important to pay attention to as anything else.” Remaining a student is important. “I simply recognize that I haven’t learned it all,” Ventura said, adding, “There’s always something new I can learn. I believe wholeheartedly we should encourage each other to reach that max potential, to keep learning and stay ahead of the game.” The industry should learn together, he said, “grow together. And work to positively influence those around us.”
10 Ways to Make Yourself a Better Salesperson
2019 New Product Award Runner-up
Discover the Sony XAV-AX8000 large display digital media receiver with anti-glare screen and Apple CarPlay and Android Auto™ support.
3-way adjustable display mount for installation in a variety of vehicles.
Adjust up/down
Adjust in/out
Anti-glare screen reduces reflection in vehicles where sunlight may shine on the display.
Adjust tilt With new anti-glare screen
Traditional screen
www.sony.com/car facebook.com/MobileElectronics
17
Š2018 Sony Electronics, Inc. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Sony and the Sony logos are trademarks of Sony Corporation. Android Auto works with devices using Android 5.0 software or higher. Some devices may not yet support Android Auto, see the Google site for the latest list of compatible devices. Android Auto and its logo are trademarks of Google Inc. Apple CarPlay works with iPhone 5 and newer phones. Apple CarPlay and its logo are trademarks of Apple Inc. Features and specifications are subject to change without notice.
Who’s Who Faces in the Industry
retail news
Annie Amen
WORDS BY LAURA KEMMERER
LIS Audio Expands Product Offers to Improve Business Sometimes the best way to improve your business is to widen the range of products offered, and for Spring Hill, Kansas-based LIS Audio, which has been open for a little over three years, that meant adding Morel, Kicker, Compustar PRO and AutoTech Engineering to the lineup. Shop owner Cameron Powell, who has spent roughly 10 years in the mobile electronics industry, noted that LIS Audio’s main specialty is custom fabrication. After attending KnowledgeFest Dallas, however, as well as speaking with others in the industry, he, along with others in the shop, decided to bring in these products based on recommendations. In execution, this means expanding high-end offerings, which a brand like Morel covers. Powell also noted that the business was aiming to catch up with the European crowd. Additionally, though LIS Audio offers a lot of well-known brands, Powell wanted to expand that further with the addition of Kicker, which, he noted, was “the top of the well-known brands.” These moves will give clientele a wider variety in terms of choice on a higher-end level, rather than just keeping things limited to current offerings. Now an authorized dealer for these brands, the shop also put out a press release about the new products in January. Powell noted that there has already been excitement from high-end clientele, and there already seems to be interest in these products for the future. Ultimately, Powell will be returning to KnowledgeFest next year. As he noted, the business is open to growth, feeling things out and “creating our own foundation for what we’re doing,” according to Powell.
18 Mobile Electronics February / March 2020
Sounds Incredible Mobile Brookfield, Conn. Years of Industry Experience: 19 Hobbies: Gardening, biking, running, and blogging. What you’re really good at: Helping people
Anthony Carranza Audio Systems Moreno Valley, Calif. Years of Industry Experience: 17 Hobbies: Car audio. What you’re really good at: Sales and content creation.
Marc Vickers Sound Sensations Marietta, Ga. Years of Industry Experience: 39 What you’re really good at: Buying more product than necessary.
Josh White Completes MECP Master Test for the Fourth Consecutive Time Josh White, a member of the 12-volt industry since 2002 who currently works as an OEM integration and fabrication specialist for AutoFX, recently announced that he had passed the MECP Master Text for the fourth time in a row. AutoFX is located in Tacoma, Wash. According to the MECP, the MECP Master Installation Technician is intended for those with a high degree of knowledge for both diagnosis and repair of faults related to installation. The test itself is 200 questions divided between five section, and the certification, once acquired, is valid for four years. White noted that he chose to enter the industry right after high school. His father was a woodworker and carpenter who did audio enclosures and audio, while also working with pianos. White described himself as someone whose “heart is in the bay.” Previously, he worked for Compustar for four years, where he primarily did desk work, but he wanted to get back to installation. When he worked at Best Buy, one of his mentors was master certified, which inspired White to go for his own certification. He’s gotten the certification four times since then, and since achieving this, White is now a potential candidate to be grandfathered into the system. This requires the next step of honorary status, writing a letter and hopefully being accepted. Moving forward, White is also planning to continue teaching at KnowledgeFest. He also intends to start a 12-volt happy hour in the Pacific Northwest, based around previous positive experience he had at a similar event when he was living in Phoenix, Ariz. To White, it’s about keeping the outreach open. facebook.com/MobileElectronics 19
retail news
Columbus Car Audio and Accessories Hires Team Member to Expand Wheels Business Even though a part of the business might be struggling, sometime the long-term best move is to strategize and expand on investment. For Columbus Car Audio and Accessories, this meant adding Tony to the team to help expand wheel sales. According to sales manager Jay Cook, the shop has since sold five times as many wheels than it had previously. Cook has been with the shop since 1998, and the shop has been open for around 42 years. The business has a location in Columbus, Ohio, along with Reynoldsburg, Ohio. Customarily, Columbus Car Audio specializes in the meat and potatoes of the industry: remote starts, leather interiors, audio and other points of focus. Jay noted that since the business name is “Columbus Car Audio and Accessories,” the owner wanted to bring in the tire business as well. To address this, the shop hired Tony, an industry veteran who spent the past five or so years specializing in that business. Previously, the shop’s wheel business had been struggling. Cook noted that customers may generally not have known that the business offered that kind of work. “I have a lot of clients who’ll bring their cars straight from the dealership or wherever they’re buying it from, and it’s, like, okay, ‘Do it all. I want it all to be done. I don’t want to have to come back.’ But none of us knew how to sell rims and tires. […] I can help someone pick something out, but I don’t know all the offsets and that stuff, and that’s where Tony comes in,” Cook said. He also went on to add that the business is focused on becoming the local expert for most everything 12-volt, and while the shop isn’t quite there yet, the business has made a commitment to getting there. The shop has known Tony for years, as he previously worked for a competitor, and Tony’s own history includes doing wheels and tire work for a boutique shop, among other appointments that made him the obvious choice for Columbus Car Audio and Accessories. Pictured in the team photo, from left to right: Pedro Gamino, Tony Barker, Jayson Cook, Brandon Brown, James Marvin and Denny Smith. The wheel display is from 5 Axis Innovations.
20 Mobile Electronics February / March 2020
facebook.com/MobileElectronics   21
hot sellers
Dig Deep
What’s your shop’s strategy? Retailers consider the sales process step by step, including explaining products to customers and demonstrating value.
AudioControl DM608/DM810 Digital Sound Processor Submitted by: Cameron “Chimpo” Powell, LIS Audio, Spring Hill, Kan. Main Selling Features: “Listing the advantages a DSP offers compared to using a passive tuned system utilizing traditional line-out converter solutions.” Primary Objection: Price. How to Overcome: “We give the client two options to choose from while listing the advantages of both in newer vehicles. Then we ask which one they feel would be the most beneficial to them for their project. This helps them truly evaluate the additional cost in their head see that there is value to each option beyond a price tag.”
PAC AmpPRO AP4-CH41 Aftermarket Amplifier Interface Submitted by: Annie Amen, Sounds Incredible Mobile, Brookfield, Conn. Main Selling Features: “This product provides a clean front, rear and subwoofer pre-amp output that involves no cutting and splicing, making it easy to upgrade stock speakers, and add an amp or DSP to the client’s factory stereo without losing any features. These are usually customers who have done full stereo system upgrades in previous vehicles and want the same kind of sound without changing or modifying their dash.” Primary Objection: Price. How to Overcome: “We have one in our 2019 Wrangler JL, so part of my presentation is to show them what we did in our own vehicle. I show the client our JL Audio TWK-88 and DRC-205 control knob and I let them hear the flat, non-DSP audio preset (so they can appreciate what this product can do) and then I let them hear the time corrected and EQ’d DSP preset so they can appreciate what a DSP adds. For one client, the total system upgrade was a bit more than they wanted to spend at first, so I explained to them how we can break it down into multiple phases, and which portion we would start with (adding the subwoofer first). I offered various speaker and amp options to give them a good, better, best price range scenario.”
SoundShield Bulk Pack, Four Rolls in One Case Submitted by: Josh White, AutoFX, Tacoma, Wash. Main Selling Features: “This is the cheapest way to improve the sound in your vehicle, by lowering the noise floor and reducing rattles significantly; and it’s waterproof.” Primary Objection: Price. How to Overcome: “I compare the cost of doubling the system power vs. reducing the noise floor by a few dB with Soundshield. I help them visualize the quiet ride when they aren’t listening to music as well.”
22 Mobile Electronics February 2020
Radenso RC M Ultimate Edition Submitted by: Matt Kouyoumjian, Luxury Details Inc., Southborough, Mass. Main Selling Features: “We usually have a vehicle in the bay receiving a system, so we will take the potential customer into the shop and give them a tour of the vehicle and describe all the parts and features. Then we go over the different levels of installation with custom fabrication capabilities.” Primary Objection: Price and labor cost to install. How to Overcome: “It is an expensive part to begin with, so most customers coming in for the system already have an idea of the cost. We are able to explain the way we install the system and why it costs as much as it does.”
Arc Audio ARC 1000.4 DSP 4-Channel High-Power DSP Amplifier Main Selling Features: “My customers appreciate having this amplifier as a foundation to their audio system. Because of the built-in DSP, there is no need for a separate processor. This amp also offers superior sound quality compared to most. This is our go-to amp for higher-powered systems built off a factory head unit.” Primary Objection: Price, compatibility and learning curve. How to Overcome: “There really aren’t any objections other than price. I always start with the best. I can always drop down a level or two, if need be, for budget purposes. The main thing is to make sure no one walks.”
Pioneer AVH-W4500NEX Wireless Double-DIN Receiver Submitted by: Tony Gestri, Doc’s Auto Sound, Chico, Calif. Main Selling Features: “Customers like the wireless Apple CarPlay.” Primary Objection: Price. How to Overcome: “We explain how easy the deck is to use, and I also tell them that I have one in my car.”
facebook.com/MobileElectronics 23
hot sellers
Kenwood DDX8905S 7-Inch DVD CarPlay Android Auto Receiver Main Selling Features: “This product has a glass touchscreen and a two-year warranty.” Primary Objection: Price and additional parts required. How to Overcome: “We emphasize the importance of the two-year warranty. But if the vehicle needs additional parts, there’s nothing we can do to change that. We have to have those parts to complete the install, and we explain this to them.”
Sony XAV-AX5000 In-Dash Receiver Main Selling Features: “The first thing a customer notices is the sleek, simplistic look and excellent screen quality. Then we plug in their phone and like magic they have mapping, music and apps on the screen. At that point, we get the name and write up the sale.” Primary Objection: Learning curve, additional parts required and labor cost to install. How to Overcome: “People often feel like a new radio is going to be difficult to use, until we put it in front of them. That objection solves itself. In some vehicles, the cost of the integration parts and installation labor is more than the radio itself. Many customers don’t understand what sort of systems are involved and they don’t understand what parts are required to maintain them when doing a radio swap. I don’t believe in hiding installation parts in vague quotes. If you need a part, I’m going to tell you what it is, what it does, and in most cases put it right in front of you. Five minutes of clear explanation can overcome all of these objections.”
Alpine Electronics iLX-W650 Digital Media Receiver, Apple CarPlay and Android Auto Main Selling Features: “The client appreciates being able to connect a phone to the unit, and control apps from the receiver.” Primary Objection: Additional parts required. How to Overcome: “We explain to the customer that to make the unit work properly, there are additional parts needed. Most of the time, the client understands.”
24 Mobile Electronics February 2020
facebook.com/MobileElectronics   25
real world RETAIL
Ocala Car Audio has built a name for itself by hosting and attending local events and weekend Bike Nights. The shop has entered the new year aiming to increase revenue in the motorcycle audio category through grassroots marketing. WORDS BY ROSA SOPHIA
Prior to opening Ocala Car Audio in Ocala, Fla., Parish Tanner worked in installation, sales, distribution and as a rep. Then, in 2008, he started installing at his home garage before moving to a retail location and joining with a business partner. “We were growing 15 to 18 percent per year,” Tanner said. In 2014, he and his business partner separated, and revenue dropped significantly. “I moved to a smaller shop with a smaller staff, but since 2015, we’ve had about 15 to 20 percent growth each year.” Tanner attributes this growth to the shop’s grassroots marketing and community outreach. While return on investment can take longer to achieve, the efforts have paid off. Tanner said he hasn’t had the time to put together email newsletters because the shop stays so busy. However, he added that he’s planning to try it again soon to help keep the shop top-of-mind for current and previous customers.
Consistent Business Year-Round Ocala Car Audio has a staff of seven people, including two installers, a window tint technician and a salesperson. The team completes anywhere from
seven to 12 cars per day, depending on how busy the shop is. “In window tint, we usually do three to six cars per day,” he said. “Each installer works on one to two cars per day, sometimes three to five.” He added that the focus is to sell to the masses. “We don’t do as much ‘trendy’ stuff,” he said, noting that super high-end custom builds aren’t as profitable for the shop. “We just want to build good-sounding cars.” Tanner equated it to high-end cars versus vehicles marketed to the average person. “The Ford family built the most amount of cars and they service more people,” he said. “That’s who we are. We’re like the Ford of car audio. We aren’t trying to be super high-end.” Business is consistent year-round, and the shop is usually booked out at least a week. During hotter months, Tanner said, it’s booked four to eight weeks in advance. The slowest time of the year is August. “We do have a little bit of a dip, but we are pretty consistent across the board.”
Bike Nights Draw in New Clients So far, Tanner said the best form of marketing for the shop is word-of-mouth along with grassroots feet-on-thepavement interaction with the local community. Though it can take a while to
26 Mobile Electronics February / March 2020
gain business from hosting and attending events, Tanner said the shop has found it an effective tool that makes a slow-and-steady difference over time. The motorcycle category has grown the most over the last few years. Rockford Fosgate is currently the shop’s most popular brand for motorcycle audio, according to Tanner, who also anticipates Arc Audio, Power Bass and Stinger to grow in popularity in the coming year. Tanner bought a motorcycle in 2015 and started attending bike nights in 2017. When he got into the motorcycle market, he added, “I wanted to be fully in
SLOW & STEADY
that market and own it. I wanted Ocala Car Audio to become the go-to place for motorcycle audio.” Rather than sit down and make a plan, Tanner simply immersed himself in the lifestyle. “I followed my gut. I bought a bike, built it and got involved in the motorcycle community.” The most difficult aspect, he said, was to find the right places in which to be present—places that would help make the shop visible in that category. Local bike nights were the answer. “I just started showing up and hanging out with my bike,” he said, adding that he rides with a group two to three times
per week. “I went on every weekend ride I could.” The goal of attracting more bike business has been met, though Tanner continues to increase focus on the category in his shop. Being visible within the biking community is a must. “I think we did very well,” he added. “There was never a set number we were focusing on, but now we have people driving from hours away for us to do their bikes.” On Saturdays, Tanner attends the local bike night, interacting with fellow bike owners. “I’ll be out at a bike night on a Saturday, have a beer with someone, and on Monday morning they might come
into the shop and spend three grand,” he said. “We pay close attention to how our customers find us. We ask every client how they heard about us, and it goes on our invoice.” Not every event draws such quick turnaround, however.
Becoming a Part of the Lifestyle Tanner said it’s about full immersion in the community. If a shop simply spends money advertising to a specific group of people, rather than becoming involved in the lifestyle, he said he feels it’s less effective. “I think becoming a part of that community, instead, is the most effective facebook.com/MobileElectronics 27
real world RETAIL
way. Attending events, showing people what we do, is part of that lifestyle,” he explained, adding that if a potential client is looking for the kind of work Ocala Car Audio can offer, the client will find them. Some events take longer than others to build business. “People get used to seeing you there. Now, we hear, ‘Hey, I saw you six months ago at this event, and that’s why I came in.’ Being part of these events is more about top-of-mind awareness, getting to know people and being a part of the community.” Bike night remains Ocala Car Audio’s biggest event. “I like bikers. We hang out and have beers,” Tanner said. “I like that environment.” Recently, the shop finished a vinyl wrap on a trailer that will carry bikes to events.
28 Mobile Electronics February / March 2020
SLOW & STEADY
ALL NEW PRIME AMPLIFIERS
PRIMED FOR PERFORMANCE F E AT U R E S
1
2
3
C.L.E.A.N.: Patented circuit with input and output clip indicators that help match the source unit to the amplifier and optimize musical output
P.O.W.E.R. Supply: The Unique P.O.W.E.R. supply continues to generate more than rated power as the voltage increases
Integrated Punch EQ: Corrects the acoustic deficiencies in the listening environment, by delivering up to 3X the bass via equalization
CLASS D
C.L.E.A.N.
MEHSA 4
BALANCED DIFFERENTIAL INPUTS
Available at: www.rockfordfosgate.com or your local Rockford Fosgate dealer
#ROCKFORDFOSGATE | ROCKFORDFOSGATE.COM
facebook.com/MobileElectronics   29
real world RETAIL
Since 2015, Ocala Car Audio has seen 15 to 20 percent growth in revenue each year, which shop owner Parish Tanner attributes to grassroots marketing and community outreach.
FAST FACTS Location: Ocala, Fla. Number of Locations: 1 Square Footage: 4,200 Type: Traditional Retail Number of Employees: 7
MAIN FOCUS 55% Car Audio 20% Window Tinting 10% Motorcycle Audio 10% Accessories 5% Marine Audio
KEY STAFF Owner: Parish Tanner Sales: Matt McConnell Installation: Nate Havener, Mark Rubacha Window Tint: Kurt Jordan HR and Accounting: Cindy Grondin Inventory Logistics: Robin Griggs
30 Mobile Electronics February / March 2020
They’re also doing car shows such as Cars and Coffee, he added, on Sunday mornings. Most of the people at the Cars and Coffee events are people with higher-end cars, who are into the lifestyle long-term. Tanner said he and his staff are able to communicate with them more effectively because these vehicle owners have been part of the custom car scene for decades. Ocala Car Audio also works with Engaged Media, LLC, owners of the publication Street Trucks. Builds by the shop have
been featured in the publication. “We network with them, and we’ve built a partnership,” Tanner said, adding that the company will be helping to promote Warrior Wheels—Tanner’s nonprofit organization which was created to help at-risk veterans by giving them transportation in the form of a motorcycle and connecting them with additional support. “We just got another bike,” Tanner said. “The biggest thing with Warrior Wheels right now is trying to get funding to help pay for it.” To further increase visibility, Ocala Car Audio partners with local businesses. Tanner said Street Trucks and Engaged Media manages the All Truck Season Opener held in Ocala, a classic
SLOW & STEADY
facebook.com/MobileElectronics   31
real world RETAIL
Phone Book Fail Sparks Focus On Grassroots Marketing
Warrior Wheels, a nonprofit organization founded by Parish Tanner, operates separately from Ocala Car Audio and helps at-risk vets get transportation and support. and custom truck show. Ocala Car Audio was a sponsor for the show this month, which further associates the shop with the lifestyle. The shop also stays visible online by posting videos about new projects on YouTube and Facebook. “We show off installations, products—things to fill the feed to let people see us and get to know us,” Tanner said. “They can see we know what we’re talking about. It increases profitability.” Tanner added that price becomes less of an issue when expertise is demonstrated. It’s not uncommon for people to drive several hours to visit the shop because they’ve found their videos online, he said.
About seven or eight years ago, Tanner said, Ocala Car Audio tried advertising in the local phone book to increase revenue. The attempt failed. “We met with a local agent,” he said, adding that the shop listened to what they had to offer and signed a year-long commitment. “It included a local tracking phone number to let us know exactly how many calls we received and then cross-referenced the phone numbers to our sales database to see if those calls were successful,” he explained. Ever since this advertising flub occurred, Ocala Car Audio has endeavored to focus on grassroots marketing and local events to raise awareness, which Tanner said has provided a steady return on investment—even when the shop has to wait a while for the work to pay off.
Staying Organized for Maximum Efficiency Both installers at Ocala Car Audio are skilled in fabrication and build enclosures and basic door panels, among other things. “We weren’t always organized,” Tanner said. “Wires were everywhere. It created a haphazard mess, and led to things getting lost.” Without organization, he said, efficiency is lost. “Production goes down because you can’t find a tool and no one knows who moved it.” After dealing with the difficulties of disorder, Tanner said the shop created dedicated, organized spaces for wires and tools. The shop has a pre-wiring area where all the wiring is handled. In this
32 Mobile Electronics February / March 2020
dedicated space, he added, “We do all our head units. Amp racks, too. That way all your connectors are in one spot. You reach left or right to get what you need, and you’re not running back and forth, so there’s no wasted time.” Bins and drawers are labeled with part numbers and wire is carefully organized. “The overflow is kept in drawers below the work station,” Tanner said. “We always try to keep that stuff in one spot. Sometimes we’re better at it than other times.” Efficiency is key, he added, so the shop can turn out more cars. “One of my guys was just talking about trying to get more efficient on projects and scheduling,” he said. “It’s good to
TALK. TEXT. NAVIGATE.
SLOW & STEADY
ROCK-OUT & DRIVE.
Be safe! Wirelessly control your phone and keep your focus on the road.
Android Screen Mirroring
www.kenwood.com/usa Š2019 Kenwood and Kenwood eXcelon are registered trademarks of JVCKenwood in the United States and facebook.com/MobileElectronics may be a registered trademark, or trademark,   33 in other countries. All other third-party product names, brand names and logos are trademarks of their respective owners.
real world RETAIL
The shop can turn out between seven to 12 cars per day, depending on how busy the day is.
Warrior Wheels was inspired by Parish Tanner’s friendship with client Ike Fretz, left, who also volunteers his time to help veterans. hear them talk about that without being prompted. Everything is about creating habits. Repetition breeds success and builds consistency.” Tanner currently handles all management-related duties, although he said he hopes to find a manager one day who would be willing to embrace the store culture of Ocala Car Audio and its brand. “Some people say I micro-manage a lot,” he added. About every half hour, he said he checks on each department to see how things are going. While he hopes to hire a manager, he said it needs to be a strong
individual. “It would have to be someone who is willing to collaborate and listen to input—not try to change us, but add to us. Finding that person is difficult.” However, the staff has clear organization and procedural guidelines to follow when it comes to installation, sales and more. For example, Tanner said Kurt Jordan runs the window tint department. With only one or two people in each department, he added, job descriptions are clear. The shop prefers to hire people who already have industry experience, though Tanner admitted they’ve reached
34 Mobile Electronics February / March 2020
a point in which the next salesperson will likely be a sales professional, not necessarily a car audio expert.
Aiming for Evolutionary Change Tanner said he feels retaining staff involves improved “education about how to offer better employee benefits,” adding that he provides medical care for his staff. When it comes to employee retention, shop owners, he said, should work to better understand the local market and what the Department of Labor and statistics say an average installer makes.
SLOW & STEADY
Say goodbye to your bulky remote THE WORLD’S SLIMMEST 2-WAY LONG RANGE REMOTE CONTROL CarLink™ CLLRCC is slim in shape but big on performance. We packed all the punch of the industry-leading communication technology by replacing your bulky remote into an intelligent extra slim long range 2-way remote that fits in your wallet. CarLink™ CLLRCC interacts with your smartphone and offers up to 1.5 miles of range. With CarLink a simple press on the remote or on the smartphone app will lock, unlock and start your car.
NO MONTHLY OR ANNUAL FEES. FREE APP DOWNLOAD to become a dealer visit: www.carlinkusa.com/become-dealer Google Play and the Google Play logo are trademarks of Google LLC. Apple, the Apple logo, iPhone, and iPad are trademarks of Apple Inc., registered in the U.S. and other countries and regions. App Store is a service mark of Apple Inc. facebook.com/MobileElectronics
35
real world RETAIL
Dow Electronics’ Smart Ship Program, a Huge Win According to Tanner, Dow Electronics has offered a lot of support for Ocala Car Audio. “We get regular training on a regional and local in-store level,” he said. “The Smart Ship program is also a huge win. Other than speaker boxes, we can get free shipping on everything.” Tanner said the shop is able to order items as often as needed, adding that $50 per month gets the shop free shipping. “A couple of times, we didn’t receive the product in time, so they picked up the bill and had a courier run the 100 miles to drop the product off in-person,” Tanner said. “Our rep, Mike Barcia, has really come through for us.” The Sony XAV-AX1000, 5000 and 7000 are top sellers at the shop. “They have a great price point and profit margin for us,” Tanner added. “We also love the GS series speakers with a great sound and three-year warranty. It’s hard to beat.” When combined with the Smart Ship program, he said, Ocala Car Audio is able to maximize profits. 36 Mobile Electronics February / March 2020
Much of the support the shop receives comes from Dow Electronics. Here, JL Audio offered a training in-house to the shop’s staff. It’s important to make sure the shop is healthy first, and that the entire team is focused on improving store culture, he added. “Selling the vision of the company to the staff, and helping the staff understand that, is important.” Ocala Car Audio hosts regular trainings for the team, often provided by Dow Electronics. “We had JL Audio come in recently,” Tanner said, adding that the
staff recently attended a dealer retreat. Sometimes trainings don’t work out. Once, he said, the shop brought in a sales trainer, but it wasn’t the right fit. The sales trainer may not have understood the shop’s vision. “We know who we are,” Tanner added. “We hone it and we move on.” The open layout of the store, with small kiosks, encourage sales staff to interact one-on-one with customers. “The idea is to keep the sales staff out and
SLOW & STEADY TM
premier learning and product showcase event for the mobile electronics industry
May 15-17, 2020
Orlando, FL
July 10-12, 2020
Indianapolis, IN
August 14-16, 2020
Dallas, TX Produced by
mobile electronics association TM
REGISTER NOW! Free Registration for MEA members
JOIN TODAY at Join-MEA.com facebook.com/MobileElectronics   37 For more informaiton visit www.KnowledgeFest.com
real world RETAIL
The shop recently completed a detailed wrap on this trailer, which will be used to transport motorcycles to local events.
By regularly attending local bike nights, the shop has seen significant increases in revenue in the motorcycle audio category. Rather than simply advertising to a specific demographic, Ocala Car Audio has fully immersed itself in the lifestyle for maximum impact.
38 Mobile Electronics February / March 2020
about with an open floor plan,” Tanner said. This way, he added, no one is hiding behind a desk. The inspiration behind the shop’s floor plan is the Apple store. “I think that’s the direction we need to go in as modern retailers,” he added. The floor plan supports the shop’s sales approach. “It’s a great way to say, ‘Here’s our needs analysis. Here’s what it takes to do it. If price becomes an issue, what would you like to take off the list?’ That works well.” Tanner sees the shop continuing to build on what they’ve already been working on—and especially continuing to grow the motorcycle audio department. “I like evolutionary change,” he said. “We want to evolve, but we don’t want to change who we are at our core.”
SLOW & STEADY
The Mobile Electronics Certified Professional (MECP) program is the only nationally recognized program of its kind.
CONGRATULATIONS TO OUR RECENTLY CERTIFIED AND RE-CERTIFIED TECHNICIANS AND SPECIALISTS MOBILE PRODUCT SPECIALIST (MPS)
Takayuki Chida Adam Devine Ryan Pyfrom Ashley Underdale BASIC INSTALLATION TECHNICIAN
Elvis Avalos Jeffrey Blacker Alexander Bogrett Jordan Bustamante Jamie Cantrell Britt Clapham Jason Davis Enrico Davis Mason Gibb Evan Grasso Brian Haley Charlie Sue Ireton Adny Jean-Pierre Kevin Jimenez Keith Leathart Justin Marsala Xavier Martinez-Garcia Michael May Cameron Mcclay Roger Mccolpin Patrick Moss Mitchell Myler Mathew Nabbefeld Alana Nelson Morgan Nye
John Parkison William Pearsall Michael Quiroz Charles Richey Brian Rolph Adrian Rosado Elizabeth Smith Alex Sola Harkirat Toor Anthony Vega Elliott Washington Lane Weeks Kyle Williams Kenneth Wood Anthony Zamparelli Spencer Zwiefel
ADVANCED INSTALLATION TECHNICIAN
Joshua Albera-Hagerich Jesus Badillo Teniente Michael Binz Chris Brown Zechariah Brown Christopher Feela Matthew Matijevich Frederick Swain Bruce Waterman MASTER INSTALLATION TECHNICIAN
Justin Key Steve L’Abbe Brandon Laielli Adil Nabbie Marcus Prouty David Sabrowski
Email MECP@MECP.com for information about getting certified and seeing your name on this page!
The newly revised MECP Basic Study Guide is now for sale! Take the old exam until approximately 2/14/20 if you studied with the old study guide. The new exam will launch around 3/2/20!
Congratulations to Adam Devine 2020 MECP Technician of the Year!
Visit MECP.com to learn more! facebook.com/MobileElectronics 39
Difference Makers
Deep in the Heartland
River City Sales goes the extra mile for its mom-and-pop businesses, while encouraging retailers to embrace integration as technology continues to transform. WORDS BY JAMIE SORCHER
In North America, the largest river system is primarily composed of Missouri’s two big rivers. The Mississippi and the Missouri rivers together form the fourth-longest river in the world, stretching more than 3,800 miles from Montana to the Gulf of Mexico. Knowing that, there couldn’t be a more fitting name for St. Louis, Mo.based rep/distribution firm River City Sales. Founded by Brett Phelps and Gary Cooley in 2014, the company covers the territory known as the MINK states—Missouri, Iowa, Nebraska and Kansas. “If you look at the territory, it’s anchored by Kansas City and St. Louis on each side of the Missouri,” Phelps said. “So we River City Sales covers the MINK states—Missouri, Iowa, Nebraska and Kansas. Pictured have an office in Kansas from left to right: Brett Phelps, Lori Beyer and Gary Cooley. City and our main office in St. Louis. It’s where Gary and I are stationed and where we have A Territory of Mom-and-Pop Retailers “It’s a real challenge,” Phelps said, adding our inside sales support, Lori Beyer.” The four states, deep in America’s that the Internet has refocused retailers Beyer, he said, deals with incoming heartland, are a wide swath to cover. “We on how to go to market, how to do daily calls and managing accounts—whether jokingly say we have more miles than business, how to advertise and how to it’s taking orders or handling shipping or smiles,” Phelps said. For the most part, attract people who are shopping online. credit issues, overseeing return authorithe territory is all mom-and-pop retailers. “As an industry, it’s kind of interesting. zations, or anything that helps while the Prior to 2000, the composition was more You’ve got satellite radio, Pandora, Sporeps are out in the field. diverse, but an expansion of national tify, Tidal, Internet radio. The days of Rounding out the team is Ray chains affected the retail landscape placing an ad on a local radio station to Smith, who covers western Iowa, westdramatically. get people in your store are over.” ern Nebraska, Kansas and northwest The Internet has also had an impact on For River City Sales to work with a Missouri. retailers figuring out how to do business. dealer, there are a number of things to be
40 Mobile Electronics February / March 2020
Deep in the Heartland
River City Sales was awarded the Rep of the Year Award from KENWOOD. Pictured left to right: Mike Roberts of KENWOOD USA, Brett Phelps and Ray Smith of River City Sales. considered. “We look for 12-volt professionals and we look for people who aren’t just planning to be in it for 18 months and then disappear,” Phelps said. MECP certification is very important to the firm. “I’m not saying you have to have the prettiest showroom or the best-dressed staff because that doesn’t make any difference when it comes to your product, vehicle and industry knowledge. You don’t want to enable someone who isn’t qualified and have them install things because all it does is hurt the industry.” What it comes down to, continued Phelps, is a retailer having a certain professionalism and understanding of the
industry. “We like to do business with people we can trust,” he said. The size of the company makes no difference, he added, because the firm enjoys nurturing smaller accounts into something bigger. “There is nothing more satisfying than watching someone become successful in a field he really loves and that we really love. It’s great to help someone live out their dreams.”
Focused On Embracing Integration Phelps is first to admit the company’s line card is very selective and River City takes very seriously who they want to have onboard as vendors. “We are very
picky and very focused,” he added. River City Sales counts ADS/iDatalink Maestro, Kenwood, Rydeen, Silencer Security (Magnadyne) and VAIS Technology as its vendor partners. “We deal with ADS/iDatalink Maestro because they simply make the best product on the market,” he said. This is because of integration, he added, and the fact that many cars being purchased today now have screens in the dashboard. Customers have become accustomed to this feature. “Once they have it, they don’t want to go back to not having one. But screens don’t last forever—and that customer is not going to spend $3,000 at the facebook.com/MobileElectronics 41
Difference Makers importantly, change, are going to fall behind the curve. He used single-DIN sales Gary Cooley, Rep Principal, handles distrias an exambution and administration, bringing over 40 ple, noting that years of consumer electronics expertise to sales of these the table. Based in St. Louis, he has been in all products have aspects of the business—installation, retail dropped considerably, while manager, merchandise buyer, distribution double-DIN sales manager, manufacturer rep, sales rep and increase. independent store owner. “We as an industry have Brett Phelps, Rep Principal, is the outside to embrace new technologies manufacturer sales rep for Missouri, Eastand what the ern Iowa and Southern Illinois. He has over future holds,” 30 years of audio/video, 12-volt and marine he said, adding experience. He began in sales, then became a that retailers retail store manager and a merchandise buyer should prepare for the next before becoming a manufacturers’ represenwave. “It’s like tative. when subwoofers came out. Ray Smith is the outside manufacturer sales At some point rep for Northwest Missouri, Kansas, Nebraska in the buying cycle, we’re and Western Iowa, and also has over 30 years going to get an of audio/video experience. Ray has worked opportunity to in retail sales and management, marketing deal with these and product development, individual/small customers, and corporate sales, as an independent business between integration and what owner, and as an independent manufacturers’ we can do with representative. sound processing, we are in Lori Beyer is the inside sales contact for all of one of the most River City Sales’ territory. Lori, who has over exciting times in car stereo. 30 years of experience in sales, marketing, We just have to administrative and business management, get better as an also assists in distribution and administration industry at tellfor the company. ing people. We have to go back to the way it was GM or Ford dealership to replace it. So before as grassroots evangelists.” where are they going to go? To the independent retailer. That’s why companies In With the New like ADS are so important because they’re What has been encouraging for Phelps focused on integration.” is to see the next wave of store owners Phelps said that retailers who are in his territory—a group of guys who are not embracing integration, and more young and ambitious and who get it. “We
River City Roster
42 Mobile Electronics February / March 2020
had some turnover of older, more established retailers selling to younger people,” Phelps said. “We also had some situations where kids took over their parents’ stores. And would you want to take a guess whether the business went up or down? If you guessed it went up, you are right. Absolutely.” For instance, when Phelps showed the new Kenwood line to some folks in the last few months, he talked up high-resolution audio, but found some dealers were indifferent to it. “I carry a portable high-res audio player and a set of $1,000 headphones,” Phelps said. “When I play a high-res track and a regular track, I can hear the difference. But when you try to demo it or explain, some retailers will say, ‘My customers aren’t asking for this.’ My response is: when is the last time you told them they should ask for it?” Instead, he added, a retailer might be advertising a 1,000-watt amp for $99. “It’s not 1985 anymore and all he’s doing is cannibalizing the 1,000-watt amps out there that are priced at $499.” While some of the old-guard may be set in their ways, Phelps has some younger folks who are taking the reins and doing things differently. He mentioned a young man in Lincoln, Neb. who just took over a retail business. After Phelps spent hours on the phone with him, he said the man went out and bought a truck, put a system in it and started attending events. “He’s young enough that he can walk the walk and talk the talk—and the bottom line is that his business is thriving,” Phelps added. He offered another example. In Overland, Kan., Phelps said another young man purchased a business. “The previous owners wanted to retire and sold the company to him,” he said. “This guy is really into the motorcycle side and sound quality. For the first time in the 20 years I’ve had the account, that store made it on a Kenwood trip. They never did that before.” In Des Moines, he said, there is yet another business in which the son of the original owner is changing things. “They also qualified for the Kenwood trip this year for the first time,” Phelps said, noting that the business is continuing
Deep in the Heartland
to grow. “When I sit down and go over new product with these guys and I talk to them, they get it and understand it.” For River City Sales, it’s not just about helping retailers today. According to Phelps, it’s about making sure they’re around tomorrow. “My job is not just to sell retailers something but to help them keep their doors open and to be viable in the marketplace,” he added.
In the Field and On the Show Floor According to Phelps, getting out on the road and seeing accounts is vital but it also varies among dealers. “We try to see everybody once a month if we can,” he said. “There are accounts that require visits every six weeks. Some dealers can go eight weeks and others just need a phone call.” When it comes to visiting shops, Phelps said they work on a schedule of itineraries so as to respect everyone’s time. His only mission might be to work with a new salesperson, he said, adding that it depends on what needs to be done at that point. “Maybe I need to visit a dealer who wants to have a meeting because sales numbers are down. Our job is to help our dealers. If they have an event and need us there, we do what we can to get t-shirts, POP, and whatever else is necessary,” he added. River City also gets involved in the trade show circuit, including CES and KnowledgeFest in Indianapolis and Dallas. Aside from the big industry shows, it’s the little things that can make a huge difference. Every Monday and Tuesday, he said, Lori Beyer sends out an update
on numbers, “so the dealer can see what he’s purchased so far for the quarter and what his target is,” Phelps explained. “It’s valuable information to help keep them on track.” The updates keep the retailers focused, he said, but the rep also receives them. “Then the rep can call the dealer, follow up and make sure they saw the report.”
Listen to the Music Phelps said he thinks the months ahead will prove interesting. “With the election coming up, it could be brutal, and then there’s the coronavirus,” he added. “Our products are coming from China, and the factories are going to be impacted.”
Even with these circumstances, Phelps is optimistic for 2020. “I’m predicting a good year,” he said. “Kenwood has some exciting products coming out, so we’re happy about that. With great product, it’s up to us as an industry to keep the dealers excited and focused.” What is most encouraging to Phelps is the example the new guard is setting. Young store owners, he said, have a lot of enthusiasm and are demonstrating the industry isn’t dead. “Far from it,” Phelps added. “These guys are the future.” It’s also about the music, he said. “Whenever you hear a song, it takes you back. We can help people capture that memory. For whatever reason retailers or vendors or reps found their way into this industry, it still comes down to the same thing. It’s about the power of music. Even though the factory radio sounds better than it ever sounded, it’s still not as magical as what our dealers can put in a car. We can’t forget that. And we need to get the word out.”
facebook.com/MobileElectronics 43
strategy & tactics
RULES
OF THE
GAME
Learn why, when and how to set ground rules when selling. WORDS BY KEVIN HALLINAN
Salespeople often ask me to help them avoid the dreaded “think it over,” knowing it’s bad for business. They also tell me they don’t want to be pushy since they don’t appreciate being pushed by salespeople. However, they still need to be skilled at handling objection. So, what’s my advice?
Learn to Set Ground Rules Ground rules are set before baseball games at almost every level. Team managers and umpires agree before the game, usually based upon a particular ballpark, what’s considered fair and foul, which balls are ruled out of play and more. For instance, what happens when a ball in play hits a TV camera or a particular section of fence? Is it a home run or a ground-rule double? Can ground rules apply to selling? Absolutely! Consider this fairly typical scenario: You’re in your showroom and a prospective customer walks in. Let’s call him Joe. Joe says he just bought a new truck and wants a killer sound system. He tells you he wants to get it soon and he’s heard from friends that you’re good. He says he’s not worried about the money, but he
does want to talk prices. You show Joe around, and using your experience, you recommend the best equipment for the job. You’re professional and enthusiastic in your approach and Joe responds positively. You demo the equipment and he loves it. You believe you’ve hit it off with him, and you’re proud of the advice you’ve just provided. You talk about price and ask Joe if he wants to schedule the installation. Here it comes. He tells you everything sounds great and he’s excited. The installation date will work. The money is a little high, but doable. He just needs to talk to one more shop, and double-check his budget. Of course, you go into objection-handling mode. You might ask Joe which shop he’s going to visit, or you might see what else might be holding him back. You
44 Mobile Electronics February / March 2020
try to get him to commit, but he slowly makes his way toward the door, thanking you for your time. And naturally, he promises to come back. You got Joe’s cell and email, so after a week you call him. He doesn’t pick up. You leave a voicemail, send an email, but he doesn’t respond. Your heart hopes for the best, but your brain tells you it’s probably over. In fact, studies prove that 96 percent of the time you’re right: Joe’s not coming back! Why did this happen? You know what you’re doing; you asked the right questions and chose the right components.
Rules of the Game
Joe said everything was great. Where did it go wrong? At WINNING, Inc. we champion the Sandler Selling methodology. An important Sandler Rules states: “If you want to get better at the end, get better at the beginning.”
We Need A Selling System The sad reality is that if we don’t have a selling system, our prospective customer surely does. Unfortunately, you didn’t realize it, but Joe had a system for buying. Actually, Joe didn’t realize it
either, but he behaves predictably. His system has recognizable steps and looks like this:
Step 1: Mislead Most people don’t like or trust salespeople. Those we’ve encountered in the past want our money. Have you ever heard the expression, “You can lie to a salesperson and still make it into heaven”? And why is it that parents never hope their children grow up to be salespeople? Okay, I get it. We’re good, honest people, but prospective customers don’t
know that about us. The safer bet is to assume we’re like all the others. So, they mislead us to protect themselves. Sometimes, they mislead just to be nice.
Step 2: Unpaid Consulting Prospects want their questions answered. They want to know price, installation dates, sometimes technical information, opinions and suggestions, and they want to hear a demo. We want to help. We typically answer those questions, and with passion—after all, isn’t that why we got into the business in the facebook.com/MobileElectronics 45
strategy & tactics
first place? Think about it: When we’re the buyer, we ask salespeople questions and we expect answers. It just makes sense. Unpaid consulting sometimes doesn’t seem bad, but it is. The modern science of selling demands that we ask LOTS of questions and do little talking. We can actually win more deals if we truly learn to ask questions—and then have the discipline to be quiet while the customer answers.
Step 3: Stall/Think it Over When all the questions are answered and it’s time to close, too often the response from the buyer is the think-itover. Why? Because they may need more information or might just be politely saying NO (without really saying the word). Remember Step 1? Buyers sometimes mislead because they don’t want to hurt our feelings. Here’s another way
to look at it: If they’re ready to buy, they’ll tell you by grabbing their wallet. If they’ve decided against buying from you, it’s much easier to say they want to “think it over,” than it is to say NO to your face.
Step 4: Hide This one’s simple and straightforward. We follow up like we’re supposed to, and they go dark. No response to our outreach. Let’s talk technique. In the Sandler Selling method, we call Ground Rules, “Up-Front Contracts.” When and How to Set Ground Rules Which ground rules should we set? Four to five, depending upon the situation. Disclaimer: If you don’t like my words, that’s Okay. Choose your own, but don’t change the impact of what we want to achieve with each element. Fair?
46 Mobile Electronics February / March 2020
1) Time and Agenda – “Thanks for coming in. My name’s Kevin. And yours? Hi, Joe. Are you in a hurry, or do you have 15 minutes?” 2) Prospect’s Role – “Feel free to ask me some questions…” 3) Salesperson’s Role – “Let me do the same…” 4) Outcome (the most important part!) – “And we can figure out if it makes sense to do business. Fair?” 5) Greatest Fear or Concern (we use this one situationally) – “Before we continue, do you mind if I share my only concern? Probably not the case here but sometimes I find that…” Sounds long, but it’s actually pretty quick. Let’s put it all together. “Thanks for coming in. My name’s Kevin. And yours? Hi, Joe, are you in a hurry, or do you have 15 minutes? Cool.
Rules of the Game
Feel free to ask me some questions, let me do the same, and we can figure out if it makes sense to do business. Fair?” Breaking this down, I’ve found out how much time we have, I have permission to ask questions, and we’ve agreed that we may or may not do business. I’ve lowered Joe’s guard and yet we’ve agreed to an outcome. Pretty simple, but very powerful! Next of course, ask what brought Joe in (what he’s looking for) and ask a ton of questions. Find out his WHY (emotion). Don’t focus yet on components. Why does he want better sound than the factory system? I love questions like, “If you don’t mind me asking, what’s wrong with the system that came with the truck?” Then listen. He’ll tell you, and his reasons are more compelling than anything you could say. After you’ve asked all of your questions, understand his WHY, and have designed his system (on paper or in your head), you’ll want to set another Up-Front Contract before you share the details.
Finalizing the Up-Front Contract For this discussion, I’m going to make a few assumptions. You’ve learned Joe’s willingness to invest (the amount in dollars he can see himself spending to achieve the sound he wants) as well as how he’s planning to make the decision (like, he doesn’t need to check with a
spouse or significant other, and has already talked to any competitors). He’s heard a demo. You asked about his timing and he said soon. You clarified what soon means and you believe that you should close. The Up-Front Contract would sound like this: “Joe, if you’re open to it, I’d like to show you how I can get you the sound you’re looking for. I’ll go over the components, pricing, installation and everything you need to make a decision. All I would need from you is—as we discussed—that you let me know if you want to move forward
At WINNING, Inc. we champion the Sandler Selling methodology. An important Sandler Rules states: “If you want to get better at the end, get better at the beginning.” or not. If you don’t, that’s okay. I get it; we’re not right for everybody. If you like what you hear, though, we can take a deposit and get you scheduled. Fair?” Again, simple but powerful. My final piece of advice: This takes practice so that you “own it” and it’s comfortable and conversational. You’ll change a few words to reflect your style, but you’ll still be effective. The bottom line is, make everyone comfortable but set crystal-clear expectations. Customers feel empowered to “think it over” because they’re used to doing so, and we need to nicely but firmly change expectations. Good selling!
The Easiest Way to Install BlindSpot Radar. In-Vehicle LED Indicator
In-Vehicle LED Indicator
C A
19
BSS2LPBC
BSS2LPBC Built-in Backup camera
C A
19
BSS2LPBC
BSS2LPBC
r ydeenmobile.com
Pre-Adjusted Sensor Angle ---No More Angle Adjustments Necessary
BSS2LPBC BlindSpot Radar with Built-in Camera
facebook.com/MobileElectronics 47
tech today
Starlight Headliners Using these installation tips, you can create Rolls-Royce effects in any vehicle. WORDS BY JOEY KNAPP
Over the years we have covered a number of different topics in this column. Some of the things we’ve learned are vital to our roles of integrators, and some are less important. This month we’ll look at something on the lighter side of things. I recently had a client request a starlight headliner installation in his Camaro. I had never installed one before, but I knew I had seen some of my 12-volt friends post photos of them on the Internet. I looked through a few Facebook groups, noted some installs and contacted a few of the installers.
Thirteen Fortenberry did a great job documenting starlight headliner installation in a Toyota Tacoma. After referencing that build, along with some questions answered by Justin Marks, I scheduled the Camaro for the installation. Keep in mind as we go through this tutorial that this was my first attempt at one of these, and my knowledge on the subject was a combination of aggregated Internet research and installation common sense.
Doing the Prep-Work There are a few things that have to be considered before booking one of these installations. It’s important to think
48 Mobile Electronics February / March 2020
about routing the fibers and mounting the lighting box. Depending on how many fibers you chose to go with, the bundle, and the required box to light them might be fairly large. The installation in the Camaro consisted of 300 strands of mixed thickness fiber. The kit I purchased divided the strands into two bundles, which made routing easier. Each bundle of fibers was about ¾-inch in diameter. Since the bundles need to terminate at a lighting box, most likely the box will be located at the rear of the vehicle. The one for this Camaro was mounted under the rear deck. The 9.8-foot-long fibers provided just enough length to make the
Starlight Headliners
runs. Some vehicles have C-pillar panels that fit very tightly to the C pillars. Make sure you have a plan for routing them if space is limited. The Camaro headliner was fairly small, so I felt comfortable doing a minimal amount of fibers—300. I don’t think fewer could be used and still get a good result. After talking with Justin Marks, I learned he’d used 4,000 in a large SUV. I would say the decision for how many fibers you use should be balanced on the client’s expectation for lighting, the room you have in the pillars and the client’s budget. When it comes to the parts for the installation, there are two common directions you can take. The first is to buy a ready-made kit from a vendor on the Internet. These kits typically have pre-terminated fiber bundles, and a light box and remote, all together. The second route involves buying a light box and bulk lengths of fiber and terminating them yourself. I think either way works fine. If you can’t find a kit with the length you need, you might consider the bulk route. The final thing to note is the headliner removal. When I researched this Camaro, I found that some people said the front windshield had to be removed to take out the headliner. As I looked around for more opinions, I found the same thing. I did find one person, in all of my searching, who said they were able to get the headliner out with a few specific steps and pieces removed. Luckily for me, I was able to duplicate their results and remove the headliner with the windshield in place.
Considering the Headliner
I first wrapped the headliner in black suede fabric.
Our client’s headliner was not in bad shape, but he wanted to upgrade it to suede. When we looked around at other starlight installations, it seemed first upholstering in suede is a common trend. I believe it might be because the suede fibers can help the lighting fibers blend in with the roof. Also, be prepared for possible support spacers on the back side of the headliner. Many manufacturers use some sort of plastic, foam or fiber spacers to position the headliner. These might be great for keeping the headliner properly placed, but they are not so good if you are trying to poke a bunch of fibers through the headliner material. In our case, there were plastic spacers that had to be removed from the fiberglass headliner. I purchased some 1.5-inch foam to be glued on after the fiber routing, to take the place of the spacers.
Fiber Spacing
I used chalk to lay out the lighting pattern, and different colors were used for different filament sizes.
Once I had the headliner covered in suede, I started to realize that placing 300 fibers in the headliner in an even, yet random, manner would be a challenge. I decided to break down the headliner into even blocks and randomly plot the correct number of fibers per block. The first step in this process was to determine how far out the fibers could safely go on the headliner. In this Camaro, the headliner wraps down, toward the door glass. The two to three inches from the door glass sit flat on metal, so these were areas in which I couldn’t have fibers. I used chalk to mark the perimeter lines on the headliner. Then I drew six more lines to divide the headliner space into 16 blocks. As I mentioned before, the kit I purchased had three different fiber sizes. I divided each set of fiber quantities by 16 to determine how many of each fiber should be in each block. With the math done, I used a different color piece of chalk to randomly place the correct amount of each size in the 16 different blocks. Preplanning the fiber locations made it easy to stand back and look at the spacing to ensure even coverage. facebook.com/MobileElectronics 49
ďƒŽ tech today Fiber Installation A fiber installation trick I had seen mentioned online was to purchase body piercing needles with interior diameter that matches the fibers. The needle is pushed through the headliner, then removed after the fiber is inserted. This is how I chose to install the fibers in the headliner I was working on. The original reference suggested using pliers to help push the needles through. I ended up using a thimble on my finger and just pushing the needle in. Sometimes I could just push the needle through by hand, depending on which part of the headliner I happened to be working on. The difficult parts were areas that still had some glue on them from where the plastic headliner spacers were installed. Because I had two groups of fibers, I logically used one group for the right half and one for the left half. This would help reduce any longer runs of fiber, while also letting me run one group down each C pillar. This Camaro offered plenty of room for the fibers to run inside the C pillar trim. I could see, however, that it could be a problem in some cars.
Body piercing needles were used to penetrate the headliner.
Superior Mobile by 13 used an additional bit of lighting that provided a shooting star effect.
Organizing the Installation Up until this point in the installation, I thought I was pretty organized. I had a good plan on distribution of the fibers, I had clear paths for both bundles down from the roof, and I had a mounting location for the light box. I planned on the same level of organization when I started sorting and placing the fibers, but I quickly saw how futile that would be. I can’t imagine what Marks went through with 4,000 fibers. Three hundred turned out to be quite overwhelming when it came to organization. I decided to do one half at a time. I started with the thicker fibers and moved down to the thin fibers. I knew the length would work, so to make sure I gave myself the most fiber to work with, I worked with locations farthest away from the bundle end. I left about four inches hanging out on the other side to start with. As I got closer to the bundle end, I began to leave more and more hanging out on the headliner side. About halfway through the first half, I stopped the insertion process to see if I could somehow organize the wires a bit. The best I could do was group the wires in small bundles.
50  Mobile Electronics February / March 2020
Starlight Headliners
Fiber Management Once I was well underway with the project, things were going well. So far, other than removing the headliner from the car, there hadn’t been any surprises. Once I started trying to organize my fiber bundles, I found the first real challenge— fiber length. As much as I tried to keep the amount I pulled through the headliner uniform, I kept losing length on my bundle ends. At one point, I clamped the bundle end to the bench I had the headliner leaning on, to try to keep it from getting shorter. I ended up having to slowly pull sections of the bundles out of the headliner to gain more length. For those of you who might try this without pre-terminated fibers, this would be no problem. If you are terminating your own fibers, you could leave extra length, then end the bundle at the perfect length. My back and forth pulling and organizing became a bit comical. I pulled out sections at a time, knowing I would gain a few inches on the bundle length, but then discovered I hadn’t gained any length. The cables were entering into the headliner perpendicular to its surface. The cable arches over to the direction of the bundle. The arch posed a new challenge. Depending on how tight or loose it was pulled, the length could very an inch or two. I didn’t want to pull too tightly, because I didn’t want the fiber to angle in the headliner. After quite a bit of give and take on the different bundles, I finally had half of the headliner done. The second half was less eventful because I knew what to expect, and had a better understanding of how the fibers moved.
The result of poking 300 wires through the fabric.
facebook.com/MobileElectronics 51
ďƒŽ tech today
I used a soldering iron to heat and flatten the ends of the fibers.
A hot glue gun with the temperature set low was used to secure the fibers.
Fiber Securing and Termination While researching these headliner modifications, I found two different methods for terminating fibers. You can leave all the pieces hanging, install the headliner and then trim the fibers flush to the headliner. The other method is done pre-installation. The fiber is trimmed an inch from the headliner, and then the end of the fiber is melted slightly to flatten it out. The fiber is then pulled from the back side and secured. From what I read, the melting technique also helped make the fibers a bit brighter, because there was more surface area to shine. I decided to use this route. Trimming the fibers, heating the ends and pulling them through took a bit of time. The faster way would definitely be the trim after the install method. Another downside to the heated ends method is that the fibers are visible on the headliner when the lights are off. The Camaro headliner was re-covered in black, so the white ends were definitely visible. I think if the headliner had been covered in a lighter colored fabric, the fiber ends would be less visible. The final step I had to take before installing the headliner in the car was to secure all of the pieces of fiber. I wanted to use hot glue for this because I knew it would dry relatively quickly and hold securely. Alternately, I noticed that Fortenberry used Elmer’s glue for his. I worried that hot glue would melt through and separate the fibers. I did a few sample tests and found if I turned my glue gun almost all the way down that the fiber would get somewhat soft, but the heat was not high enough to damage the fiber. While testing, I found that in hot-gluing the fibers, the heat made them pliable enough to lay flat. I was concerned about light transmission with a 90-degree angle, but I found no perceivable reduction in output. Fortunately, none of my fibers needed to be at such a tight angle to fit.
52  Mobile Electronics February / March 2020
Starlight Headliners
The time spent laying out the pattern was well worth it, as the result was a nice, even, light distribution.
The finished headliner was ready for installation.
Thirteen Fortenberry of Superior Mobile by 13 made a special jig for working on a headliner he modified.
Oscar Rodriguez of Oscar’s Audio Designs went so far as to lay out real constellations in his headliner.
Finishing and Installation Once all of the fibers were terminated and hot-glued into place I only needed to tidy up the fibers a little more before installation. I went back and further grouped the fibers so the back side of the panel wasn’t quite as messy. Marks finished his installation by gluing a piece of trunk liner carpet over the fibers. I believe this also allowed him to not have to individually glue his fibers (since he cut them once they were in the vehicle). With everything relatively neat, I installed the headliner back into the Camaro. The fibers easily fit down each of the C-pillars and I had just enough length for each side to run to the light box. All in all, this project wasn’t too bad. I spent maybe two full days working on it. I initially spent a bit of time trying to get the headliner removed, but the actual lighting part went smoothly. There seems to be some amount of variance in what people charge for these, but the general consensus shows the cost starting somewhere in the $2,000 to $2,500 price range. facebook.com/MobileElectronics 53
ďƒŽ installs
SUBMITTED BY: ADAM DEVINE, DEVINE CONCEPTS, NAPLES, FLA.
Custom-installed radar and laser systems can become a work of art. This Mercedes SL550 was the subject of one such artful installation. The artist in this case is Adam Devine, of Devine Concepts in Naples, Fla. Devine expertly integrated the laser defusers and radar unit in the front of the car. The black patterned plastic of the front grille helped to camouflage the sensors. The rear of the car is protected by a pair of rear defusers mounted under the trunk lip and the rear radar receiver hidden behind the bumper cover. The interface for the client with the system is the Radenso controller. Devine used his trick machining skills to create a custom plate to house the controller in the console cup holder. The mounting allows the client to use the rubber protector to hide the controller. To top off the installation, there is a custom sill plate that contains all the relevant part and serial numbers for the products used in the installation.
54  Mobile Electronics February / March 2020
facebook.com/MobileElectronics   55
ďƒŽ installs
56  Mobile Electronics February / March 2020
This slick system was recently shared by Jon Polo of JP Fabrication in Temple City, Calif. Polo told us that no Subies were harmed in the installation of this system. To avoid drilling any mounting holes in the car, Polo used the factory child seat mounting points to secure the enclosure. The trim panels have no visible hardware, as magnets are used to keep them in place. Powering the two JL Audio 10Tw3’s is a JL Audio RD 1000/1 amplifier. Taking this install over the top is some creative use of vinyl and multiple trim layers. Polo also incorporated edge-lit acrylic accents to keep the install looking good when the sun goes down. SUBMITTED BY: JON POLO, JP FABRICATION, TEMPLE CITY, CALIF.
facebook.com/MobileElectronics   57
from the President
Trends, Challenges and Opportunities This year is bringing the future into focus. The success of the aftermarket hinges on our ability as an industry to secure our right to repair and upgrade the automobile. A troubling trend continues as automakers look to use cybersecurity concerns as a false premise to lock out non-OEM upgrades, in favor of them having full control of the automobile. This is a bit disingenuous on their part, as prior security breaches were the fault of the automaker, and not any product or service added by aftermarket suppliers. Once we as an aftermarket industry secure our place in the automobile ecosystem, we are sure see continued growth in safety and high-end auto sound. While car makers are consistently delivering novel safety technologies, there remain nearly 280 million vehicles on the road that stand to benefit from the latest safety technology offerings from innovative aftermarket companies. Looking toward the future there are certain products that I believe could drive growth in our industry. Not firmly on the car makers’ radar (yet) is equipping non-autonomous vehicles with technology that allows them to be properly monitored by existing autonomous vehicles. I have long believed that to properly transition to fully autonomous vehicles, we must have a way for them to receive communication on the behaviors of non-autonomous vehicles sharing our roads. I see this as an area of growth yet to be realized, and one that has great potential in the aftermarket. When I look forward, I also see great opportunities for growth today. When the question, “Where do you see opportunities?” is posed, two key factors come to mind. First, the addition of Advanced Driver Assistance Systems (ADAS) is providing technology such as: backup sensors, blind spot detection, lane departure warning, back-up camera, 360-degree camera systems, night vision camera, forward-looking cameras and dash-mounted DVR systems. These safety technologies comprise new offerings that will make vehicles on the road safer than what was previously delivered by the OEM. Second, and equally as important, the continued replacement business fulfills consumers’ desires to replace sub-par OEM auto sound systems as the equipment becomes obsolete. Adding to this is the desire to have a better sound system than what was delivered by the OEM. This includes adding technology such as Bluetooth hands-free to comply with new local and state laws. Most notable on the upgrade wish-list is the addition of CarPlay and Android Auto, providing consumers with many new choices for service functions in their vehicle. These technologies
58 Mobile Electronics February 2020
form the basis of what I call entertainment and safety necessities.
Once we as an aftermarket industry secure our place in the automobile ecosystem, we are sure see continued growth in safety and high-end auto sound. But what will pose challenges for our industry, and how should they be addressed? Again, two things come to mind: First is the physical challenge of non-standard integrated radio and controls. When upgrading, the ability to remove and replace with a DIN or Double-DIN sized radio is no longer the norm. Technicians and fabricators often build a new dashboard using the latest high-tech materials and technologies such as 3D-printing to make better-than-OEM replacement parts that will adapt to a standard sized aftermarket radio. Trending in the aftermarket are “floating radios” that have a standard size for integrating into the OEM dashboard while providing a larger OEM style floating screen. The second and sometimes more difficult challenge is the integration of upgraded consumer electronics into vehicle networks. For example, adding an aftermarket integration device to retain the OEM steering wheel controls, climate controls or factory backup camera can be a challenge. Networks like CAN, LIN and MOST, to name a few, require the aftermarket integration product provider to reverse and re-engineer the data bus to provide a fully compatible OEM-like experience. Automakers continue to frown on this process, yet fail to provide consumers with options available from their local authorized dealers. Regardless of the challenges, our industry has always risen to the occasion and created solutions to overcome anything that car makers throw our way. For more than 30 years, I have been privileged to be a part of this dynamic industry. Naysayers have made statements to predict the demise of the aftermarket, especially when it comes to consumer electronics. While challenges continue to mount, we still have highly talented people who find a way to provide what consumers demand—an automobile with the latest technologies to keep them safe and sound (pun intended). I look forward to many years of continued success.
Revolutionize Remote Start The Drone X1 module will now be included in every 2-way Compustar and Arctic Start remote kit, adding LTE unlimited range control to every vehicle.
- “5x Top Vendor Award Winner�
dronemobile.com
CHNICAL
P P ORT NTENT CO
M
AN
T IN
ERNET
VE
FI
F T N GS HI
HICL E
T GUIDE
RO
P
Installation Everything.
ALLATIO ST
N
IN
O
AGEME
N
CATORS
CATORS
T
LO LO
ER/STO RE
OBD-II
AL
GRAM
S
SU
DE
TE
www.InstallerNet.com • 800-444-1644
