Difference Makers: End Result

FIRST THINGS FIRST

End Result first provides retailers with advice relating to business structure, marketing and more—all with the aim of giving retail customers the best experience possible.

WORDS BY ROSA SOPHIA

For the past 38 years, End Result has been servicing Ohio, Pennsylvania and West Virginia as a rep firm. The company tends to deal with larger retailers, but also services mom-and-pop 12-volt facilities that have been in business 20-plus years. Owner Ed Dalesandro first got into car stereo in his college days when he heard a fellow classmate’s stereo for the first time. “I can remember the song, the day, everything,” he said, adding, “When you’re hooked, you’re hooked.”

He worked for another rep firm before going into business for himself. “I took a bus to CES when it was still in Chicago, spent 12 dollars on cards and passed them out,” he said. “I got one product line, then went around and sold it to dealers, put it in my car and gave demos. That’s how it all started.”

Additionally, Dalesandro got involved in the early days of car stereo contests, starting with the Rockford Challenge. “I did the contests, made the forms, bought the trophies and did everything for the dealer, and would do 30 to 40 of these a year every Friday, Saturday and Sunday,” he explained, adding that he became known locally as “the car stereo guy.” He also served on the Board of Directors for IASCA. “It’s been a fun ride,” he said. “A real fun ride.”

A Focus On Building Relationships

Currently, the company represents Hertz Audison, all the AAMP brands, Memphis Car Audio, Mobile Solutions and Race Sport Lighting. “I do things a little differently,” Dalesandro added. End Result’s only other team member is Nicole Rice, who manages the company’s office, processing orders, handling administrative issues and return authorizations.

While the current pandemic has made things difficult, Dalesandro noted how important it is to continue learning. “I’m always learning. That’s what I am most proud of. I’m a young 64, and I’m not even thinking about slowing down. I’m better now than I ever was,” he added. “I think I’m continuing to get better. I want to know my dealers as people— because it’s really people selling people, not people selling products. If a dealer doesn’t like me as a person, then I’m out of luck.”

When it comes to representing manufacturers, Dalesandro is very selective. “The box I have in my hand better be as good or better than someone else’s,” he said. “If it’s readily available on the Internet, then no one can make any money on

End Result utilizes a trailer with Memphis equipment to demonstrate product and to use in promotional events.

it. The quality of the management of the manufacturer is important, too. A lot of factors go into picking up product lines.”

Many of the dealers Dalesandro works with have become friends. “If a retailer was just a flash in the pan,” he said, “I would know it. I have seen many dealers go in and out of business.” For those dealers he doesn’t work with, he also represents Davis Distribution and other distributors, and will send them their way.

Helping Retailers Put Their Best Foot Forward

Everyone has their strengths and weaknesses, and Dalesandro said some dealers need extra help when it comes to marketing. To help provide access to such services, End Result also represents WeConekt, a marketing company that will help businesses with social media, websites and more. “I also represent 5 Axis Solutions, which makes displays for stores,” he added. “The days of the big car audio displays are over. You’re more effective having a three-foot-wide display on the wall that doesn’t take up floor space.”

If a shop has difficulty marketing or doesn’t know where to start, Dalesandro said, “Talk to someone who knows what they’re doing.” When he comes across a shop that is having trouble with marketing, he calls WeConekt. “I tell them what’s going on. I say, ‘He doesn’t have a lot of money,’ or, ‘He needs a website.’ I size up what the dealer needs, and how much they can spend. Sometimes I’ll ask WeConekt to provide an hour of free consultation. Everyone is different.”

Dalesandro’s first goal when visiting a dealer is to be proactive and help drive their business by encouraging them to market better. “Don’t market until you have your store and your displays looking good,” he said, adding that this is especially true during the COVID-19 pandemic. “The Internet is always on, and some stores are getting behind. When things return to normal, you’d better give people a reason to come in.”

It’s important to ensure the store is clean and ready to go, he said, adding that retailers should have already been working on any areas of weakness. During the pandemic, Internet orders continue to operate, Dalesandro said, adding, “The Internet can’t give an experience the way a good demo at an audio store can really move someone’s emotions. If you want to sell, you’d better make a good demonstration. If someone is a country western listener and you play Nine Inch Nails for them, you’ll probably lose them. The dealer can be his own best friend or his own worst enemy.”

Ed Dalesandro (right) and Nick LoMonaco, president of Memphis Car Audio, pose for a photo at the End Result Show.

Dalesandro encourages shops to have quality displays in their showrooms. “The only time I went out during the pandemic, it was because I had a dealer whose store burned down—Advanced Custom Sound in Warren, Ohio,” he said. The original facility was smaller and more limited, and had only one large display that was damaged in the fire, according to Dalesandro, who encouraged the owner to diversify into additional categories. “I sold him little displays and he moved into a bigger place, and we made it look great. His business is going to jump.”

If a business is struggling, he advised looking in the mirror for answers. “Maybe your display has gray trunk liner on it from five years ago,” he said, “or you don’t even have a display for lighting or backup cameras.” Dalesandro underscored that he starts by having a conversation with a dealer to find out what they need and how he can help.

Education Leads the Way

As a one-man rep firm, Dalesandro puts on the End Result Show every other year. “I rent out all the ballrooms at a hotel, and I host a show from nine to five. The show includes breakfast, lunch and dinner, and then we have a casino night,” he said, adding that educational sessions take place all day long for managers, installers and salespeople in breakout rooms.

End Result takes part in trainings on a regular basis, beyond its show. “A manufacturer will come in, we’ll work until six and then do a training at seven,” Dalesandro said. “I’ll buy pizza and pop or beer, and we do a training.” This has changed, however, in the wake of COVID-19. “Now I’ll probably physically go to the location, offer a training and the manufacturer will be on the big screen. I’ll bring the laptop and projector, and they trainer will offer the session from his house.”

Dalesandro also owns a 15-foot Memphis trailer, filled with gear, which he pulls behind his truck to do promotions. “I also have Hertz Audison in my car. I put you in the driver’s seat, I sit in the passenger seat and I have songs ready to go,” he said. “The stage is right on the dash.” Dalesandro feels this approach helps set End Result apart from other rep firms. Early on, he installed Rockford Fosgate in his 1980 Volvo and put about 350,000 miles on the vehicle when he first started the company.

“I did demos and got their emotions going,” he said, adding that he feels some shops lack demos that can evoke emotions in the client. “You’ve got to be ready to move their emotions. They came in for a reason, so it’s up to you from there.”

Satisfaction makes the sale, he noted. “An attentive and educated salesperson can size up the customer and the customer’s needs. You need to sell from the top down, and not just sell according

Engel Embroidery Assists Dealers, Alters Focus Due to Pandemic

Part of cultivating positive culture in a store involves presenting a clean, organized appearance. “My wife, Lori Engel, owns Engel Embroidery,” Dalesandro said. “I want dealers to have matching shirts. I want them to look good. I want them to have little giveaways like keychains with their logo on them. My wife does business with a lot of manufacturers and dealers.”

Engel Embroidery provides embroidery, screenprinting and promotional products, according to its website. But during the pandemic, Dalesandro said Engel Embroidery’s business stopped completely. “Someone asked Lori for a mask, and now her business has turned into producing masks [and other personal protection equipment], hand sanitizer and more,” he added, noting that the business has altered its focus to “everything a business needs” to reopen as soon as it’s safe and possible.

to your own wallet,” Dalesandro said, adding, “A lot of guys have trouble with that. Selling the cheapest amp kit is the biggest mistake in the world.”

How the Pandemic Changes the Way Retailers Approach Clients

For dealers in his area, Dalesandro said business is off about 60 percent. While some businesses have experienced very little negative impact, others have been hurt more by the COVID-19 pandemic. “Urban dealers tend not to get hurt as much,” he added. “The back door is open, while the front door is closed and people knock. Some dealers have had no change at all, especially when the stimulus money came in. A lot of people closed just for safety purposes.”

Shops should have already been rethinking structure or business practices during the pandemic, Dalesandro noted. “It’s almost too late now to work on weak spots,” he added. “I had two town hall meetings with my dealers on Zoom. I gave a presentation of what I thought stores should be doing during this time. I really think this could be an upside for our business,” he said. “I’m in home audio also. People will want to spend more time in their cars and homes. This has touched a nerve with people. They’ll go about their lives a little differently. The home and car will be two things they will want to improve on. I think there will be new opportunities.” Retailers can focus on this possibility in order to be prepared when states reopen.

It’s essential that retailers know how to approach customers in the new normal post-pandemic, Dalesandro said. “A lot of shops aren’t open yet, but when they do reopen, they should publicly announce the opening and what the rules are,” he explained. These guidelines would include wearing masks, wiping cars down before working on them and afterward, as well as taking any other precautions.

Dalesandro is considering hosting another Zoom call with dealers to focus on how to approach the customer in this new normal. “I’m not sure they know. Things are different now. Some guys won’t make it out of this pandemic,” he said, adding, “Some will.”