Mobile Electronics Magazine - February 2021 by Mobile Electronics

February 2021

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When he found himself in a new town, with no clients, Sales Pro of the Year Jason Kranitz took the challenges of 2020 and transformed them into opportunities

What’s Next? KnowledgeFest West! KnowledgeFest in March will be online-only, but future events will offer a hybrid feature for those who can’t attend in person

PLUS

The Full Picture: Mobile Electronics magazine takes a look back at 2020’s Strategy and Tactics Fine-Tuning: Dave MacKinnon takes a deep-dive into the second installment on blind spot monitoring systems

Volume 53// Issue 2

Articles

18 18 Retail News 52 Installs 56 From the President

Departments

FEATURES 12// What’s Happening: Looking Toward Long Beach While KnowledgeFest won’t be in California in-person this year, KnowledgeFestWest. Live gives a nod to the experience, while providing a second virtual event with classes held in Pacific time. 28// Sales Pro of the Year: Clean Slate When COVID-19 disrupted business nationwide, 2020 Sales Pro of the Year Jason Kranitz chose to transform this challenge into an opportunity. 36// Learning From Leaders: Five Lessons From Leaders These top professionals recommend some key ideas and practices to inspire and strengthen businesses as the industry moves through challenging times. Here are five lessons to apply today.

40//Strategy & Tactics: A Year in Growth

Numerous challenges in 2020 made for shifting perspectives, but the industry’s commitment to education and self-improvement only grew stronger as retailers and installers buckled down to the basics.

46//Tech Today: Vehicle Safety and Blind Spot Monitoring, Part 2

Testing and fine-tuning of blind-spot monitoring solutions is essential to ensuring the client is content with their purchase. Let’s take a deeper look into these systems and the end-result of the installation.

On the Cover COVER DESIGN: Ana Ramirez Sales Pro of the Year Jason Kranitz shifted his perspective when he was forced to cancel Kingpin University classes at the onset of COVID-19. Now, he’s anticipating certain pandemic-inspired services—such as picking up and delivering vehicles—to continue into the future. Kranitz, pictured on this month’s cover, demonstrates the fact that good sales skills have the power to carry the industry through these unforeseen challenges.

2 Mobile Electronics February 2021

4 Editor’s Forum 6 Feedback

Ad Index

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EDITOR’S FORUM

AMID ONE OF OUR GREATEST CHALLENGES, WE CAME TOGETHER AND WORKED THROUGH THE PROBLEM WITH CREATIVE PERSEVERANCE. I FEEL WE ARE NOW STRONGER AS AN INDUSTRY.

ARE YOU READY? the time to meet in person once again is coming soon.

Over a year of lockdowns have created a continuous stream of Zoom meetings and virtual events that have me wondering, are we ready to meet in person? If your answer is yes, then you’ll find yourself in the majority of those in our industry. I am not saying the time is now, but it’s coming. At MEA, we’re preparing for that day and we’ll be ready for you when it arrives. I am encouraged by the data and the related optimism that the worst of this pandemic may well be behind us. With a vaccine in play, and potential immunity after recovering from the virus, my hope is that we’re on our way to some semblance of normalcy. With that in mind, I look toward our future as an industry.

we are forever changed What has changed in your world over the past year? Many of you have experienced the loss of a loved one. If you have children, they learned how to Zoom to school before many of us figured it out. If you’ve traveled as part of your job, you’ve probably been home for quite some time. Working remotely has become the norm for many of us. If you sell mobile electronics either as a manufacturer, distributor, sales rep, or retailer, you have endured product shortages like nothing we’ve seen in recent history. Amid that challenge, many of you have experienced increased business beyond anything any of us could have imaged. Early on, industry leaders came together on weekly Zoom calls to review surveys that assisted us in gauging the impact of busines closures and interruptions. Then, as a group, we brainstormed ways to help get all of our businesses through the worst part of the pandemic. Beyond that, as an industry, we came together with a virtual KnowledgeFest and Industry Awards that provided us

4 Mobile Electronics February 2021

with a sense of purpose as we learned, connected and explored in a new way.

we have learned a lot I am reasonably sure all of us can think of lessons learned. Finding out how to be more prepared for business interruptions may be at the top of the list. For me, it was tough finding the best way to communicate with our members. I am pleased many of us have moved back to phone calls as a primary communication tool, albeit some are now video calls. Video calls have become more prevalent, and it’s even become my preferred communication type. While we do our best to keep up in forums, messenger apps, texts and the like, communication is key when it comes to keeping us working together as an industry. I am also proud of so many of you who’ve stepped up during one of your hardest times in business and provided front-line workers with valuable personal protection equipment. That was amazing.

let’s keep moving forward From the very beginning, I never liked the term “new normal.” I prefer to remember how we’ve adapted—like always—during this crisis. So many people have predicted our industry’s demise. Yet, amid one of our greatest challenges, we came together and worked through the problem with creative perseverance. I feel we are now stronger as an industry. Regardless of the challenges ahead, we will overcome and continue to be prosperous and victorious. I look forward to seeing many of you at our next in-person event. We are planning to kick things off in Orlando, June 25-27, 2021. If you’re in need of a family vacation, we will see you there!

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PUTTING IN THE WORK

ADVERTISING SALES sales@mobile-electronics.com

EDITORIAL Rosa Sophia Managing Editor 978.645.6466 • rosas@mobile-electronics.com Chris Cook Editor-at-Large Creative Layout and Design: Ana Ramirez Contributing Editors: Jamie Sorcher and Laura Kemmerer

Published by TM

mobile electronics association

Industry professionals share their insights on getting organized, as well as attracting and retaining a client base. “Winners recognize they make mistakes but they don’t need success to validate their self-worth. They learn from their mistakes. Are you a winner?” Kevin Hallinan of WINNING, Incorporated, presenting on “The DNA of High Achievers” at KnowledgeFest.Live “Recently a customer’s girlfriend dropped off his car, and when he came to pick it up, he called us out on a curbed rim. He was genuine and truly thought we did it. We pulled out or vehicle check-in program and saw the curbed rim was already there. We showed the customer the time stamp and he was okay with it. A lack of a check-in could have cost us more than his $200 tint job. It only takes two minutes and saves much more— also, it makes us look professional. We use Google Keep to store all the photos. I have a checklist of photos that are required. If you don’t have a system set up for check-ins, I suggest you get it done now before it’s too late.” James P. Smith, A.C.T. Audio, Vernon, Conn. “When making a video, make sure the name of the person featured is visible in the video. The customer will watch it and see your name, and when they come in, they’ll know who you are already. When filming cars, tell them what they’re looking at. If you are filming a car, start simple and tell them what you’re working on and explain what they’re looking at. You’re telling them a story, so you need a beginning, middle and an end—otherwise, it’s boring.” Dean Beyett and Fernando Lopez of Five Star Car Stereo in Clearwater, Fla., presenting on “The Digital Business Card” at KnowledgeFest.Live

6 Mobile Electronics February 2021

Chris Cook, President 978.645.6434 • chrisc@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

 stats

KnowledgeFest.Live Goes West KnowledgeFestWest.Live will take place next month as a virtual-only event. Here are retailers’ responses to the pre-event survey. How likely would show specials from the exhibitors influence your attendance of the event?

When do you believe you would be comfortable attending an in-person KnowledgeFest event?

In the past three years, have you attended one or more KnowledgeFest events?

Rank in order of importance your reasons for attending the event:

What is the best time of day for you to attend the event?

#1 Evening

#2 Afternoon

What are the best days for you to attend the event? 80

What is the likelihood that you will attend the Virtual KnowledgeFest event?

70 60 50 40 30 20 10 0

8 Mobile Electronics February 2021

#3 Morning

SAVE THE DATES FOR 2021

March 19-21

Virtual Event

June 25-27

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August 27-29

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October 8-10

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 What’s Happening

While KnowledgeFest won’t be in California in-person this year, KnowledgeFestWest.Live gives a nod to the experience, while providing a second virtual event with classes held in Pacific time. WORDS BY ROSA SOPHIA

This coming March, the second online KnowledgeFest will kick off as KnowledgeFestWest.Live. It will be exactly like the last one, while offering some new speakers and fresh topics. Most important to note is that the event will be held according to Pacific time. Online events continue to open new doors for the industry. Chris Cook, President of Mobile Electronics Association, anticipates continued increase in attendance numbers. “We are getting a lot of first-time attendees on the virtual platform,” he said. “The industry can expect highly relevant education workshops taught by some of the best instructors in the industry,” Cook continued. “In addition, top manufacturers will be featuring education on their products and services all in an effort to better prepare specialty retailers for the 2021 selling season.” Also new is the hybrid aspect to future KnowledgeFest events. Regardless of COVID-19, this will allow people to attend online if they can’t in-person. “Each event for 2021 will have a live broadcast component.” And finally, the first KnowledgeFest Orlando is expected to take place in June with both in-person and online options. Growing Together at KnowledgeFest Tomas Keenan, author of Unf *ck Your Business, said teaching online is nothing new to him, although he’d still rather do

12 Mobile Electronics February 2021

Brandon Green of The Car Audio Shop poses in front of his business’s new, second location. The new location increases the business’s available space, allowing for future events for local clubs Green said he sponsors. He will be teaching best installation practices at the upcoming KnowledgeFest.

it in person. “I came up in the sales environment and have always been a people watcher— you get body language and feedback from your audience. Without that feedback, it almost makes you wonder, as you’re going through virtual presentations, am I getting my message across in the most effective way?” he explained. Keenan taught at the first KnowledgeFest.Live in December. This time, he plans to cover the importance of mindset when it comes to cultivating success. “I think mindset is driven into us as kids by our surroundings, our parents,

our influences,” he said. “We don’t have a choice in that, but as we grow into adults, we do have a choice.” He will be challenging attendees to ask themselves whether they have a fixed mindset, or a mindset which is growth- or abundance-focused. “People should strive for an abundance-focused mindset,” he added. “People with a fixed mindset tend to almost get aggravated when they see someone else winning. Someone with an abundance mindset cheers that person on and says, ‘wow, that’s awesome,’ and it inspires them to do greater things with their own lives.”

Looking Toward Long Beach

Del Ellis of Del Ellis International has been training retailers for about 15 years, with a focus on leadership. “Everything rises and falls on leadership,” Ellis said, adding that this is the topic he plans to discuss at KnowledgeFest. “Leadership is influence, nothing more and nothing less. Selling is influence, nothing more and nothing less. They go hand in hand.” Ellis noted that the last time he attended an event, it was about three or four years ago in Dallas. This will be his first online KnowledgeFest. “I work with individuals one-on-one and teams,” Ellis said, adding that one thing he’s noticed during his time in the industry is that employees who quit are often quitting people—not the company. “Eighty-six percent of all managers think people leave because of money.” It isn’t always a money thing, he said, adding, “It’s about the ability to lead and inspire

your team.” Detailed Presentations Make Up for Lack of Hands-On Interaction Brandon Green, owner of The Car Audio Shop in High Ridge, Mo. taught at KnowledgeFest.Live in December and will be presenting again at the upcoming event in March. Green said his classes cover best installation practices, proper tools and techniques. “We’ve been doing this class since KnowledgeFest Dallas in 2018,” he said. “We’ve done lots of Zoom meetings this year, so we’ve gotten used to talking to a screen. We were also able to show a couple things on a vehicle here at the shop last time.” Additionally, Green said Josh White and Adam Devine participated and were also able to show off vehicles and projects at their respective businesses. “It

went very well,” Green added, seeing this as a definite plus to having an online event: After all, “we can’t bring a demo car into a conference room at a convention center.” Because of this, Green doesn’t feel too much is lost by holding the event in a virtual setting. “We try to do a bunch of slides, as many as we can, and show as much as we can,” he explained. “We also show videos of some of it. We go over everything from specific tools to how to use them, so I don’t feel like we lose a whole lot.” However, he added, “A longer class with more hands-on is always nice.” What Green misses the most, he said, is the interaction, and he hopes students get something out of the classes—but he isn’t able to tell while he’s teaching. “When you’re online, you can’t see who’s there or their reactions,” he added.

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 What’s Happening Tony Dehnke of 12v Biz shares his sales background at KnowledgeFest. In December, he co-taught a class with Elias Ventura. “I really enjoyed collaborating,” Dehnke said, adding that he prefers to present a class with another person. “It helpsdevelop ideas and options for people, instead of just offering ‘one idea or bust.’” Like Green, he said he would’ve preferred to see the crowd, but creating a detailed presentation proved to be a useful workaround. Dehnke hopes to cover similar topics at the upcoming KnowledgeFest. His favorite aspect of the virtual format is the ability to review lectures. “I’ve received feedback from quite a few people who weren’t able to attend the live presentation, but who watched it later,” he said. “Attendees have also watched classes more than once so they could better understand topics, and catch things they missed the first time around.”

In his presentation in December, Tomas Keenan reminded KnowledgeFest.Live attendees that there’s no quick fix when it comes to self-development: “You have to put the work in,” he said.

14 Mobile Electronics February 2021

Industry Experts Advise Cultivating a Positive Attitude The past year was one of many changes, and for Keenan, this included a big move. After selling his company, Top Class Installations, he headed to Dallas and took on a full-time role as the COO at Break Free Academy, a coaching and masterminding program. Keenan started out there as a client, he said, adding, “It really helped me develop myself and write my book, speak, present at KnowledgeFest— it’s in alignment with my purpose, which is to help others succeed in business, except we do it on a bigger scale.” The first focus, he explained, is on gratitude. Keenan advised writing down five things to be grateful for each day. “Do that for 30 days and your life will change,” he said. “Take care of you. Do something physical for yourself each and every day, whether it’s yoga or a walk. Put work into yourself. You have to put effort into how you provide for your family every day.” And even though most are against working on a Sunday, Keenan said a business owner can still accomplish a little bit on a day off that will “help you grow at an exponential rate on your competition, because they’re not

Looking Toward Long Beach

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 What’s Happening

Although attendees miss in-person interaction, instructors are making up for it by providing detailed presentations, like this one by Steve Turrisi of JL Audio during December’s KnowledgeFest.Live.

Join Us! KnowledgeFest West.Live: March 19-21

working Sunday.” Additionally, he said, “You have to put intentional time into your group each and every day,” whether the group refers to employees, family or coworkers. “If you start doing those four things, we see people’s lives transform in as little as 90 days.” Keenan’s aim is to help others change their mindsets. By coupling his 20-plus years of experience in the mobile electronics industry with his new position, he hopes to help businesses that are struggling. “This is a general statement and not for everyone—because there are people doing amazing things in their businesses—but the biggest shortcoming I see is that people are technicians rather than business owners.” He went on to explain that he opened his first business as an installer, and it failed. “I didn’t know what it took to maintain it,” he said. This knowledge is part of what he intends to bring to future presentations at KnowledgeFest events. Ellis said he currently has a number

16 Mobile Electronics February 2021

of clients that are transitioning to reservation-only in their stores, with the pandemic as part of the reason. While new ways of operating are sparked by the pandemic, they might continue in the future out of convenience—such as KnowledgeFest’s own planned hybrid approach. Switching over to closed-door appointment-only may help some shops streamline their workload, according to Ellis. “This is what I see stores having issues with: Number one, leadership. Number two, the ability to close the sale. Number three, setting up production meetings. I would like to touch on everything just a little bit,” he explained, “and give attendees three to five strong points that if they utilized right away, it could help their businesses.” For anyone who is concerned about the future, Ellis left off with a piece of advice which he recommended everyone take to heart: “My attitude,” he said, “is more important than the circumstances.”

The Mobile Electronics Association will be moving forward with both virtual and in-person events in 2021. KnowledgeFestWest.Live will be held on March 19-21, 2021. The first in-person event will be held in Orlando, tentatively June 25-27, 2021. Next will be Dallas and finally Indianapolis. Each event will also have a live broadcast component, allowing those who can’t attend in-person to obtain the same high-quality education and interaction with manufacturers and reps using the KnowledgeFest.Live Virtual Platform.

Looking Toward Long Beach

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 retail news

Audio Works Balances Product Delays with Customer Satisfaction WORDS BY LAURA KEMMERER Like many other industry businesses, Newark, Delaware-based Audio Works, which has been in business for over 20 years, has been striving to strike a healthy balance between dealing with product delays while also bringing in customers. Since the pandemic started, the vehicles they’ve been working on have remained largely the same, but there has been an uptick in add-on sales. According to shop owner Darren Thomas, Audio Works aims to cater to as many customers as possible. Thomas noted that customers used to

18 Mobile Electronics February 2021

come in and get the “bare bones minimum, but now it seems like everyone wants to buy a lot of things. It’s usually packages. Whether it be a lift kit with wheels and tires, […] to go along with lighting upgrades, customers are spending more money.” Since the beginning of the pandemic, the shop’s customer base has largely stayed the same except for this additional spending. Thomas added that a change in customer purchasing habits has led to a huge uptick in back-up cameras. Business for remote starts has held consistent due to the chilly

winter season in the Northeast. Thomas estimated that Audio Works does five back-up cameras a day, and work for the Drone add-on for remote starts has doubled since last year. Tires and lift kits have also helped the shop flourish. Audio Works has had to contend with product delays, with some material still on backorder from March 2020, but the big problem the shop is having right now is getting in radios, speakers and Tonneau covers. To deal with these delays, the shop has been telling customers that they’ll be the first ones to have these products when they come in.

WHO’S WHO?

Retail Roster

Norton Car Stereo Florence, South Carolina City: Ocean City, Maryland Business Philosophy: “Work Hard” Number of Employees: 4 Top Two Cartegories: Car and Marine Audio.

Impact Tint and Audio

12-Volt Shop Provides Water Bottles for Local School

Tyler Texas City: Auburn, Alabama Business Philosophy: “Survive until you Thrive” Number of Employees: 2 Top Two Categories: Lighting and Truck Accessories

WORDS BY ROSA SOPHIA Pinnacle Autosound in Lake City, Fla. recently donated water bottles to a local school called Pathways Academy, according to owner Joey Knapp. When Knapp’s wife happened to meet the school’s principal, they struck up a conversation. “My wife works for a nonprofit [Florida Sheriffs Youth Ranches],” he explained, adding that the nonprofit helps support at-risk kids. “They discussed how hydration can affect kids’ attitudes and behaviors. The kids at this school were having problems. They’re in portables, and because of COVID they have to go outside to fill up bottles. They can’t drink out of the water fountains. The principal of the school wanted to have water bottles made.” Knapp and his wife offered their assistance, and had bottles made with the school’s logo on the side. “We were excited to partner with Pathways Academy to help provide them with water bottles for their students,” wrote Knapp on his business’s Facebook page. “We enjoyed working with Mrs. Murphy to help fill the needs of her students.”

702 Motoring Las Vegas, Nev Business Philosophy: “Offer consumers the highest quality product at fair pricing, treat them right and they will always come back and send friends.” Number of Employees: 5 Top Two Categories: Car audio and Harley-Davidson motorcycle audio facebook.com/MobileElectronics 19

 retail news

NVS Audio Dives Further into Motorcycle Business with $10,000 Build WORDS BY LAURA KEMMERER NVS Audio, a high-end custom car audio and fabrication shop located in Roselle, New Jersey, recently worked on a $10,000 audio upgrade for a brand-new 2021 TReX motorcycle, marking a unique threshold as the shop’s motorcycle business continues to expand. According to business owner Carlos Ramirez, NVS handles five-plus bikes a week. With a four-week turnaround, the shop upgraded the motorcycle’s battery to a lithium battery, with Stinger Electronics’ wiring and interconnects, speakers by Ground Zero Audio, SounDigital amplifiers, custom pods by Etune and LED lighting by OPT7. Ramirez went on to note they’re currently working on four more. The TReX project also posed its own unique challenges, however. “[What

20 Mobile Electronics February 2021

made this build challenging] was the fact that [equipment] had to go into the nose of the vehicle,” Ramirez said. “The motorcycle doesn’t have a radio, so everything had to be hidden in the nose of the motorcycle, and we had the front clip for the motorcycle removed. We had to build a custom rack that’s serviceable and wouldn’t get in the way of the pedal.” Ramirez added that this project required all custom fabrication. The shop had to fabricate all the speakers and speaker locations. “The customer was willing to pay whatever we asked as long as it looked factory,” Ramirez said. “We did custom headrest pods, custom pods on the side panels [and] built custom kick panel pods. We built custom subwoofer enclosures that were hidden

in the nose. We built a custom amp rack. Everything was custom built—they don’t make any parts for this. Everything had to be fabricated.” NVS Audio, winner of Best Online Presence at KnowledgeFest.Live, draws in this kind of work through social media, largely Instagram and YouTube. The owner of the TReX reached out to NVS through the shop’s Instagram page, and after some discussion, they agreed on a price. Another TReX the shop is working on as of this writing was delivered directly from the dealership. Currently, NVS has 15 motorcycles they’re working on, with one or two of these vehicles being big-ticket items arriving every week. According to Ramirez, NVS is booked out through April or May.

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22 Mobile Electronics February 2021

AudioControl D-5.1300 and LC-5.1300, High-Power 5-Channel Amplifiers These new amps offer numerous features. The LC-5.1300 has intuitive controls including high-ass, band-pass and lowpass filters, along with automatic and selectable signal summing. For total control, look for the D-5.1300. Both integrate seamlessly with OEM or aftermarket sound systems. ACR remotes can be added for level control.

Alpine R-A90S Amplifier Submitted by: Shane Douet, Lafayette Custom Automotive, Lafayette, La. Main Selling Features: “This product is extremely flexible. It can be used as a 5-channel amp, or a 6-channel, and it can also be used to bypass amp front speakers, and still run rear speakers, which is always a plus.” Primary Objection: Price. How to Overcome: “The versatility of this amp far outweighs any price conflict.”

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 hot sellers Pioneer DMH-2660NEX CarPlay / Android Auto Submitted by: Rommel Miranda, Car Audio Radio & Security (C.A.R.S.), Charleston, SC Main Selling Features: “Simplicity and price.” Primary Objection: Additional parts required. How to Overcome: “We explain to them that whether or not they purchase the product from us, or online, they’ll still need the required additional parts.”

Kicker Key 200.4 Micro Amp and DSP Submitted by: Bruce Watson, Hush Car Audio, Irvine, Calif. Main Selling Features: “Ease of use and sound quality.” Primary Objection: Wiring. How to Overcome: “I build custom plugand-play harnesses.”

Compustar Drone Mobile Remote Start Main Selling Features: “I explain that with a remote control, you have a limited operating range that’s drastically affected by everything around you. With Drone Mobile, you can remote start your vehicle from anywhere you have Internet access, meaning you could be on the beach in Hawaii, and start your vehicle in New York. Not that you need that much range, but you will never be limited by the distance you are from your vehicle.” Primary Objection: Price. How to Overcome: “A lot of clients aren’t happy about paying $60 or $120 per year, but when I break it down to $5 per month and explain that you get discounts if you buy multiple years of service up front, they usually make the purchase.”

24 Mobile Electronics February 2021

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 hot sellers PowerBass XL-1000 Sound Bar Submitted by: Ric Moore, Dr. Dashboard, Evansville, Ind. Main Selling Features: “Well, when we turn it on and demonstrate it, it sounds pretty good. The construction of it is very good quality as well. And it’s just power and ground for hook up.” Primary Objection: Size / Color / Style, and additional parts required How to Overcome: “It comes with universal brackets so you don’t have to have the bar clamps, but it is recommended.”

SoundShield Original Sound Deadening Submitted by: Kimberly Trainer, CarTunes, Inc., Greenville, Miss. Main Selling Features: “We demonstrate Music with a Focal Coaxial Speaker & metal door panel piece Not treated with SoundShield vs Treated with SoundShield and the Sound Always receives the same response: ‘I’ve gotta have that!’” Primary Objection: Price. How to Overcome: “Once we explain and demonstrate to the customer the huge difference this product makes in the sound of the speaker, there is no further objection. It is something they must have.”

26 Mobile Electronics February 2021

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sales pro of the YEAR

When COVID-19 disrupted business nationwide, 2020 Sales Pro of the Year Jason Kranitz chose to transform this challenge into an opportunity. WORDS BY ROSA SOPHIA

28 Mobile Electronics February 2021

CLEAN SLATE

fter Kingpin University and Kingpin Car & Marine Audio moved from Oregon to Las Vegas in 2019, owner Jason Kranitz quickly booked classes. When COVID-19 hit, he had to cancel classes and refund the students. Additionally, his landlord sold the building, and with no income from the school, his focus shifted to retail. While searching for a new retail location, he’s had to conduct sales and installations out of his manufacturing facility. “No one knew me, I had no showroom—just pictures of previous work—and no one could even visit me because of COVID,” he explained, adding that while the business has been down in numbers, he doesn’t have much to compare it to because of the move. However, he added, “I feel that since we’ve started, we’re growing every month.” Kingpin has been named Retailer of the Year in the past—twice—and has earned other distinctions such as Best Customer Experience. Also, Kranitz has held the Installer of the Year title. Once, he submitted materials for Sales Pro of the Year and wasn’t chosen. Although he hadn’t planned to attempt it a second time, COVID changed his mind because he felt the business was already uniquely structured to handle the challenge. For the last seven years, the shop has been appointment-only with locked doors, unlike many other retail locations. Kingpin University—the education branch of the business—opened its doors five years ago. Kranitz finally decided to pursue the Sales Pro award because he felt other retailers would have a better understanding of the way Kingpin operates due to the unanticipated impact of the pandemic. “This year was my year,” he said, adding, “I just felt it.” A Sales Strategy Uniquely Prepared for Crises Kranitz, who has been in the industry for about 27 years, said it was almost as if Kingpin had been “built” for COVID. “A lot of guys called up and asked how we managed appointment-only, and what they should do. We started doing

Thursday night ‘Corona Conversations’ to help people out and give them more information.” The business is very fluid and changes as necessary, according to Kranitz, who stated that incorporating digital consultations via Skype and Facetime was something Kingpin started doing about three years ago. The reason? To handle customers’ objections. “People weren’t comfortable with Zoom at the time, but now everyone is doing it because of the pandemic,” he said. With a strict policy against offering estimates or quotes over the phone, Kranitz said the aim was to bring them into the store. Or, failing that, to do a live video consultation. The client might say they’re too busy to come in, he explained, but it doesn’t mean they are. “We’re project-based. All things being equal, the customer will buy the cheapest price. If I can show you value for the dollar, I may get you to buy.” He added that a customer who is just looking for a flat number will come up with excuses to not visit the store. “If you combat that by saying, ‘No problem, we do digital consultations,’ it’s hard for them to say no,” because they don’t even have to leave their house. If they still say no, he added, “Then they’re just looking for a price.” Currently, due to COVID, the business has switched entirely to digital consultations. Kranitz said customers will have the option in the future to either come in—when the new space is ready—or do a digital consultation if they prefer. During a video call, he will walk the customer around using his phone, show them products, answer questions and explain the process. Additionally, a digital consultation can be reviewed later on, to look at body language and ensure nothing was left out of the discussion—helping to inform future sales. Pandemic Leads to Visiting Clients Outside the Shop While digital consultations started pre-COVID, Kranitz said the practice of visiting the customer and their vehicle on-site began after the onset of the pandemic. Some larger projects are more facebook.com/MobileElectronics 29

sales pro of the YEAR

difficult to cover using a video call, and for a while, Nevada’s strict pandemic rules meant people couldn’t come in. “We started offering to come to their house as part of the consultation,” Kranitz said, adding that clients have enjoyed the experience, as well as having the chance to show off their other toys. “Once we get into the new space, I see this continuing beyond the pandemic as a concierge service.” He said the option would be offered only one day per week, and the client would be charged a flat fee to do an estimate on-site. “If they decide to go forward with it, great—if not, it covers our time spent going out there,” he added. Additionally, the shop has started picking up and delivering vehicles as a result of the pandemic, which Kranitz expects will also continue as an alternative for busy clients. “They’re willing to pay extra for that.” Building Rapport and Closing the Sale The sales strategy Kranitz utilizes, he

30 Mobile Electronics February 2021

said, is lengthy and begins with a phone call. “We always explain who we are and what we’re about, because if we don’t do that, then we’re just the same as everyone else,” he explained. Creating an experience the customer will remember is essential to the process. Kranitz recalled purchasing his first car in 1992, and how the dealership sent him a thank-you card and cookies, making him a repeat customer. “We concentrate on making sure our clients have an experience they’ve never had before. Afterward, we have a lot of follow-up steps, all the way up to thank-you cards, a one-week call-back, to anniversary call-backs,” he said, adding that he puts a lot of special effort into product demonstrations, which can take anywhere from a half hour to almost two hours with a larger system. Kranitz said he feels this is an important part of the sale. “It can be more important than the build itself, because we make sure they understand how to use it,” he added. If a customer comes in

to buy a radio, he noted that he’ll pair the customer’s phone and make a phone call to demonstrate the equipment. “We don’t talk about it. We just do it. We walk them through how to get their music playing. I typically do it with my phone, and show them how it works and how to pair it. Then I delete all my stuff, and I have them pair their stuff. It’s a way to get them actively involved.” As an appointment-only shop, demonstrations are scheduled at the end of the day so there are no interruptions, he explained. “When we schedule the demo, the cars are staged out front, everything is ready to go, we have the water bottles available, and everything has been gone over with a white glove so it’s all ready for pickup.” His favorite product to sell, he said, is radar. “It’s always fun to install, and you’re selling technology that people really like. It’s one of those things that never comes back—clients really want it, and it’s a good revenue stream,” he explained.

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sales pro of the YEAR

Creating a Theme Build in a 1966 Chevrolet Caprice Kranitz said being able to deliver a finished product to a customer is the best part of the process. His favorite recent sale and project was a theme build for a 1966 Caprice. “Theme builds are a new challenge for us, both from a sales perspective and installation perspective,” he said. “They can look fantastic if they’re done right.” The Caprice received a Raiders theme build, and the project was completed for a local car dealership. “They wanted a tailgate piece,” Kranitz added. “We incorporated the theme through everything. It’s fun. It’s different.”

32 Mobile Electronics February 2021

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sales pro of the YEAR Becoming a Sales Professional During the past year, Kranitz said he kept a journal of his experiences, documenting all the changes the business had to make in order to attract customers in a new place. He plans to teach a class on how to grow a business based on what he’s learned. Kranitz feels we’re all salespeople—we just don’t know it. While his father was his biggest mentor in sales, he also sees Kingpin University students as mentors because they tend to be on the same page and work to find solutions to similar problems. “I learned a lot about sales from my dad,” he said, adding that his father worked in sales as part of a construction crew. Although his father’s industry was

based off the lowest bid, Kranitz said his dad never had the lowest bid, yet he was able maintain repeat clientele. This, he added, was about “follow-through and doing what you say you’re going to do.” Sales, Kranitz said, is pretty straightforward. “Treat your client the way you want to be treated when you make a purchase. Just do that, and listen.” He emphasized that it doesn’t matter what the product is: The sales process is the same in every industry, in terms of being fair and handling everything properly. “My father taught me that repeat customers are your customers for life.” He went on to encourage salespeople to listen to the client and never make assumptions. It’s important for a

salesperson to embrace their position, he added. “Don’t hide it. There are a lot of guys out there who are embarrassed to say they’re in sales,” he said, explaining that a salesperson should focus on learning and absorbing as much knowledge as they can. Kranitz feels that over-promising and under-delivering is a problem within the industry, a problem which shops and salespeople need to work on. How can salespeople and retailers deal with this issue? He believes the answer is rooted in education. “We try to teach installers to become technicians. To become professionals. We need to do the same thing in sales,” he said, adding, “We need to start becoming sales professionals.”

By offering digital consultations, Jason Kranitz said Kingpin Car & Marine Audio was able to more effectively meet clients’ objections, while offering such an option also helped reveal whether or not a potential client was just looking for a price.

34 Mobile Electronics February 2021

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 Learning From Leaders

These top professionals share ideas and practices to inspire and strengthen businesses as the industry moves through challenging times. Here are five lessons to apply today. WORDS BY JAMIE SORCHER

36 Mobile Electronics February 2021

Five Lessons From Leaders This month our, as a Valentine to our readers, we’ve highlighted some excerpts we love most from the Learning From Leaders series. If there’s one thing that’s certain, it is that experience is a great teacher. Attention to detail, communicating well, connecting across channels, committing to a job well done and adapting quickly to change are at the heart of making an impact in the 12-volt world. #1: Uphold Attention to Detail As someone who meticulously stacks his yogurt containers in the fridge, Alex Camara puts that same emphasis on details at the store level. It’s a quality he brings with him from his time as a night shift manager at Sainsbury’s where setting the store for the next day was crucial—not only for consumers who would be shopping the aisles the next day, but also for the day shift crew that would come in to take over the next morning. “I’m a pretty creative person, but definitely detail-oriented when I need to be. It’s the ability to know when things aren’t quite right, and then figuring out the right questions to ask, or different questions to ask. As a night shift manager for Sainsbury’s, part of it involved managing packages that would arrive and then putting them on display. We had to be certain it looked good for the customers, and there was always a delight when the day shift would come in, walk around the store and say how amazing it looked. All those things make a big difference when you’re running a store.” Camara noted that AudioControl dealers manage store presentation well and that it’s an important focus for the company to uphold. “We try to help retailers display their products effectively, and then we want to train their teams so everyone is aware of what our products can do,” he said. “It’s been tough during COVID times, but we’re trying. One thing we have been aiming for is shipping within 24 hours—to go above and beyond and to amaze people.” – Alex Camara has held the roles of president and CEO of AudioControl for nearly 10 years.

Michael Roberts, VP of Sales & Marketing for JVCKENWOOD.

#2: Maintain Good Communication One way to keep dealers motivated and keep things running smoothly has been adapting former in-person dealer visits to something which creates an equally meaningful vibe. To maintain those on-the-road visits virtually, AudioControl implemented what it has nicknamed the ZAP call—Zoom AudioControl Presentation. “People were getting tired of webinars,” Camara explained, “and this is something new. When we were out on the road and visiting dealers, in pre-COVID times, we would go to a territory and spend time with our rep. This is important because a rep definitely benefits from it. They learn about how we present, which they can take forward and utilize. We would typically visit eight or nine dealers in a day, so we wanted to figure out how to spend the time with them.” The decision resulted in a proactive Zoom session, he said. AudioControl launched the calls with its home audio business first, then

Alex Camara, president and CEO of AudioControl.

adapted the concept for the car side. Calls range from 30 minutes to more than an hour. “Of course, we don’t want to abuse peoples’ time as we know everyone is busy, but it’s turned out to be a good way for us to gel with our dealers,” Camara said. “We send lunches over or some pizza and it’s definitely been successful for us so far. It’s a great way for us to be interactive and to keep things more personal. I’ve been impressed by how these ZAP calls have gone.” Of course everyone wants things to go back to normal, he added, “and we’re looking at that now, but we know there won’t be the same level of interaction like there was before. It will be different on the road or at tradeshows, at least for the next few months or maybe even longer.” – A.C. #3: Find New Ways to Connect With so many ways to communicate these days, including text, email, Zoom and phone calls, Michael Roberts of

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JVCKENWOOD still prefers old-school face-to-face meetings when it comes to establishing new relationships. “If you have already have a relationship with someone, it’s a lot easier to do Zoom calls,” he said, adding that it’s much more difficult dealing with a new customer or trying to drawn in new customers in this fashion. “It can be more difficult when you don’t know the person. Part of having a good meeting with someone is to quickly understand what’s important to them, and a face-to-face is going to offer much clearer communication,” he added. For starters, he said, in a faceto-face meeting, you’re able to read body language and facial expressions more effectively. It also allows you to determine what kind of personality someone has and what’s important to that person. “For example, if you meet someone in his office, you can take a look around and immediately get an understanding of what’s important,” Roberts explained. “Some guys have certificates and achievements framed on the wall, but someone else might have all kinds of pictures of his family instead. So, yes, face-to-face is super important especially when you’re trying to get new business.” He added that trade shows are very important, too. “I’m sure we’ll get back to them, but things won’t ever go back to normal,” he said. “It will be something in between where we are now, and what it used to be.” – Michael Roberts, VP of Sales & Marketing for JVCKENWOOD

Mike Anderson, vice president and GM of Alpine Electronics of America.

38 Mobile Electronics February 2021

#4: Remember the Power of Word-of-Mouth Today’s younger generations have not only grown up with a smartphone in hand, but with a different mindset on vehicles. These are folks who take Ubers and Lyfts—and may not be as interested in owning their own car. Mike Anderson of Alpine admitted this is an issue the industry will face long-term. “The younger generation’s desire to own a car is nowhere near as strong as it was 10 years ago. Your first car was your first expression of who you were as a young adult,” he said. “You wanted to redo it, put audio in it, add motoring accessories. It was this personal statement.” Anderson recalled his first car, a 1967 Chevy Malibu that he purchased for $500 from a neighbor. “Within days, I had an under-the-dash 8-track player and 6 by 9 speakers in the rear deck.” Reaching out to today’s younger consumers is a challenge that retailers have to address on many levels, according to Anderson. “That’s where social media becomes so important today,” he said. “Kids get all of their information from their phones on social media, so you’ve got to be active to get your message out.” This means one thing hasn’t changed, and that’s the value of word-of-mouth marketing. “That’s how you build an audience and a loyal following—but then you’ve got to keep communicating to those people.” – Mike Anderson, vice president and GM of Alpine Electronics of America #5: Adapt to Changes to Survive and Thrive The pandemic has demonstrated that strong retailers who already communicated well with their customer base through platforms like Instagram and Facebook will get through these difficult times. “Dealers who didn’t adapt are definitely feeling the pinch,” said Aron Demers of VOXX. “My guess is the dealers who were already making changes, and those who made changes quickly, will continue to make it through. Then you have another set of dealers who will unfortunately die off slowly.” For VOXX, the new year brings new opportunities. Demers said the company

Aron Demers, senior vice president of VOXX Electronics Corporation.

already had a good direction before acquiring Directed. “When Directed came on board, it paused a lot of things we were doing, but we focused on folding the two companies together and making it seamless for our customer base,” he explained. “That was our challenge.” As VOXX continues to release new products, and now works with Directed, Demers added, “We are looking at all the synergies, taking products and making them work with other products. Just think of the connected car: With all the assets we now have at our disposal, we can look at developing new products and new integrations.” VOXX has been working on a new product for the last 18 months called the VOXX Power System, which Demers explained is an on-board jumpstart for a vehicle. “It wires into your battery, just like an amplifier does, and gets a trickle charge from the battery while the vehicle is on and in motion. It’s basically like having a portable jump pack at your disposal that’s charged at all times.” The Power System provides power-on-demand. If the battery dies, he said, “From a security standpoint, you don’t have to ask someone to jumpstart your vehicle or call AAA. This takes vulnerability out of play. We ship that product in the first quarter of this year.” – Aron Demers, senior vice president of VOXX Electronics Corporation

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 strategy & tactics

A Year in Growth

In January 2020, Mobile Electronics magazine began the year with a Strategy and Tactics piece on using the MECP program to help businesses grow professionally. Kris Bulla wrote, “It all starts with you. You show up to work every day, perform some installations, and then go home. You might do that for a year, or five, or ten. But what do you have that indicates your expertise to a customer?” Bulla went on to say that telling a customer you’ve “done a lot of installations” isn’t enough. “However, pointing out your current certification hanging on the shop wall indicates your desire for ongoing education and a willingness to consistently improve in your field,” he said,

40 Mobile Electronics February 2021

going on to cover how to market MECP to customers by using the MECP Supporter logo and displaying your certification. Over the year, the Strategy and Tactics column covered numerous topics by multiple authors, including selling strategies, the basics of 12-volt and breaking bad habits. This month, we take a look back at the educational topics we discussed over the past year, which continue to be relevant into the new year. Create Ground Rules in Selling In the February-March issue, Kevin Hallinan of Winning, Inc. helped readers view selling from the perspective of the customer and discussed the importance

of setting ground rules while selling. The ground rules include the greeting as the salesperson asks the potential customer whether they are in a hurry, or if they have 15 minutes. The summarization of this, Hallinan explained, is: “Thanks for coming in. My name’s Kevin. And yours? Hi, Joe, are you in a hurry, or do you have 15 minutes? Cool. 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

A Year In Growth to an outcome. Pretty simple, but very powerful,” Hallinan stated, emphasizing the importance of asking a lot of questions and then listening carefully to the answers. He added that the customer’s “reasons are more compelling than anything you could say.” Identify and Overcome Negative Habits In April, Jon Kowanetz—author of Life Without Crutches—shared his insights on how to identify and overcome negative habits. Regardless of what the habit is, Kowanetz wrote, “I want you to know that even though everything feels out of your control right now, you have the power to change the trajectory of any part of your life in every single moment. You just need to ask yourself the right questions.” Next, he led readers on a self-exploratory journey to pinpoint the problem and decide how life could be better without that problem—whether the issue is drinking, overeating, or procrastinating. Kowanetz advised keeping oneself accountable through journaling or documenting progress on social media. It is time, he wrote, to “make the decision to either continue doing what you have already identified will make your life worse, or you will decide to make one small change in this moment—one small step toward that better life you imagined in step two. Make no mistake, there is no third option here, not with this much evidence right in front of you.” Most importantly, he wrote, “Choosing not to change is choosing to stay the same.” Go Back to the Basics In May, Adam Devine of Devine Customs in Naples, Fla. discussed the basics of 12-volt. He advised retailers to get to know their demographic, understand the numbers, become the expert and utilize product demonstrations. Like Bulla earlier in the year, he also recommended the MECP Program as a resource for developing best practices and adhering to industry standards. “As vehicles get more and more complex, OEM CAN Bus, MOST and data bus infotainment systems continue to advance,” Devine wrote. “The expectation of staying

connected in the vehicle has become a standard.” He noted that readers should attend trainings and events such as KnowledgeFest and keep networking with others in the industry. “Remember, the only stupid question is the question left unasked,” Devine said, adding, “Whether you’re the owner, sales pro or technician, your future is in your own hands. After 20 years, I still go to work every day just as excited as I was at 16 years old, modifying my first car. Technicians get to play with some of the

latest and greatest technology and vehicles, share knowledge, resources and best practices with our clients. We are able to provide each client a small taste of the world in which we live. They, in turn, take that experience with them and share it with others.” Devine ended by advising readers to never stop learning, growing and sharing. “Continue to push yourself into new experiences and find your capabilities. You’d be surprised at what you can accomplish when you stop being complacent and step

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 strategy & tactics

Retailers continue to consider how best to hone showroom strategy in a way that creates an experience and a positive first impression. Pictured: The showroom of Car-Tunes, Inc. in Greenville, Miss.

outside your comfort zone.” Expand into ADAS As COVID-19 continued to spread, retailers kept exploring ways of maintaining steady business and attracting new clients: “In mid-June, the first ever Live Across America: SEMA Detroit Virtual ADAS Forum and Vehicle Review took place online. Three hundred and fifty people attended the 2.5-hour conference. Attendees were invited to learn more about ADAS technologies—Advanced Driver Assistance Systems—and to address any issues or challenges related to this category. Safety organizations also took a big step in May to agree to common terminology for ADAS, bringing these technologies into a new era.” John Waraniak, Vice President of Vehicle Technology with SEMA, said that it’s never been a better time to get into the ADAS category. Many retailers that provided essential services have been able to remain open throughout the pandemic, and Waraniak stated that not only is safety performance becoming a requirement, it’s also becoming a “cool factor” for consumers. John Schwartz of Perfectionist Auto

42 Mobile Electronics February 2021

Sound in Anchorage, Alaska, explained it’s about putting oneself in the position of the customer and thinking like they do. “For a business to be successful, you have to look at every single aspect,” he said, adding that the average customer doesn’t care how something works—they just want to know how it will make their life better. Finetune a Merchandise Plan With so many products on backorder due to the pandemic, many retailers took a closer look at improving various aspects of business. Jeff Cantrell wrote on the basics of inventory management for the July issue: “Failing to keep track of your business can put a cap on your potential,” he stated. “Building a business is like building any structure. Without the proper foundation and support, you can only build your business so much—before the lack of a well-planned foundation prevents further growth. Foundational items in business include: Income and expense accounts, tax liabilities, inventory tracking and efficiency tracking. In this article, we will examine inventory tracking. The first step to successfully handling

inventory tracking is making sure you have a way to manage it.” Cantrell discussed everything from sales to purchase orders, receipts and bills, and noted that creating complete “data trails” makes for a wealth of information that can be used to make informed decisions regarding stock levels. “Once you have a system in place, and you’re using it 100 percent of the time, it will make your life and your business operations much easier,” he explained. In the following month, Mobile Electronics magazine dialed in on stock management and how it’s been impacted by COVID-19. Jeff West of Benchmark Audio, Inc. in Springfield, Ill. recommended setting a merchandise plan each year: “Additionally, West said he sticks to the plan no matter what. ‘That’s how I’m basing annual decisions from one year to the next, based on how the past year has been,’ he explained. ‘Our inventory system generates popular items, best-selling and worst-selling.’ When the pandemic began, Benchmark was already better off than other shops in terms of stock.” For those retailers who’ve suffered due to inventory issues, a focus has been

A Year In Growth

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 strategy & tactics coming over every day. So, you always want to keep it neat, clean and show your best. That’s how we approach sales.” Retailers agreed the essential aspects of selling the category include understanding and demonstrating product knowledge, creating a showroom strategy and revisiting basic sales techniques. Car-Tunes, Inc.’s store remodel in 2018 focused on the showroom and laid out displays in a strategic manner.

finding other solutions for customers. West’s team took to selling display items, which led to bare-looking display boards in the showroom: “While Benchmark’s reputation in the local community is solid, West said a new customer coming in for the first time might get the wrong impression if displays are scant. Still, retailers have had to think creatively to deal with recent issues as a result of supply difficulties.” Creating a Selling Strategy for Marine and Powersports During the pandemic’s 12-volt sales boom, retailers discussed strategies on selling marine and powersports products in the September issue. Kimberly Trainer of Car-Tunes, Inc. in Greenville, Miss. said customers had begun purchasing things that were more of an investment.

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She advised retailers utilize already-established relationships “to learn more about the specific products or category they want to focus on,” stating, “It used to be there were only certain manufacturers that had the equipment, and you didn’t know where to begin. Now, there’s so much available.” Car-Tunes utilizes a casual approach to sales which matches their demographic and the way the locals prefer to interact. “Years ago, I had the opportunity to go to an Eddy Kay sales training seminar. I can’t tell you how many things I instruct our salespeople to do that I picked up from that training,” she said, recalling a popular example Kay used: “He said if someone calls you up and says they want to stop by your house, when you get off the phone, you straighten up a bit. When you have a showroom, you have people

Improving the Atmosphere of the Retail Store To finish off the year and follow-up on the sales techniques discussed regarding powersports, retailers shared their perspectives on showroom strategy in the December issue. Mike Hungerford of KarTele Mobile Electronics in Waterbury, Conn., whose shop underwent a remodel in 2020, stated that an improved atmosphere, all on its own, “adds value to the sale.” To do this, retailers should understand the clients’ perspective as they come in the store, build an interactive experience and encourage positive first impressions. James P. Smith of A.C.T. Audio in Vernon, Conn. stated the importance of defining the business’s clientele. “We are aiming for the higher-end,” he said, so it’s important that the showroom reflects that. He also stressed the importance of having a well-defined end-goal. “We worried about filling the space, but in reality, we should have left some space so we had room to add to it,” Smith explained. “The more you have showcased, the more people will ask you about those products. You become more than just an audio or a remote starter store. You become an aftermarket accessory store.” While the year has had its challenges, chief among them a pandemic which caused many other difficulties, including inventory issues, the mobile electronics industry not only forged ahead, but saw unanticipated growth. While navigating a world of localized lockdowns and increased health precautions, sales in the 12-volt sector increased and many shops reported record income—while education remained a key focus when it came to stimulating growth.

A Year In Growth

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 tech today

Vehicle Safety and Blind Spot Monitoring, Part 2

The business of collision avoidance system installation is not only profitable—it’s a great way to get your clients thinking about all the non-audio and remote start solutions available from mobile electronics retailers like yours. In the last issue, we took a close look at radar and microwave-based blind-spot warning systems. In this article, we’ll discuss camera-based systems. Even when appropriately adjusted, side-view mirrors don’t offer the field-of-vision that

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a high-quality camera-based warning system delivers. As such, these solutions are an excellent way to avoid accidents when driving a large vehicle, especially on the freeway. What is a Camera-Based Blind Spot Monitoring System? In the simplest of terms, a camera-based blind spot monitoring system uses a camera mounted on the left and right side-view mirrors to let the driver

know if there is a vehicle or object in an adjacent lane. The camera system’s image is displayed on a screen in the dash automatically when the turn signal is activated. As we’ve talked about in the past, there are both active and passive safety systems available. A camera-based blind-spot warning system would be considered passive, as the driver needs to remember to look at the screen before changing lanes. There is no warning buzzer or beeper

Vehicle Safety and Blind Spot Monitoring, Part 2 to act as a reminder. With that in mind, peripheral vision is often adequate to notice when there’s something out of the ordinary in the displayed image. Installation and Functionality As a retailer, you’ll have two basic tasks to perform to add a camera-based safety system to your client’s car or truck. These are the steps involved in camera installation and vehicle integration. You’ll want to start the project by taking care of connecting the camera system to the factory display, a third-party rearview mirror with an LCD screen or an aftermarket radio. For vehicles with color displays in the dash, companies like iBEAM offer dozens of different platform-specific interfaces that will allow you to feed the camera image into a factory-installed screen. These systems typically watch for turn-signal commands on the CAN network to trigger the camera switching. In terms of applications, iBEAM has modules for Audi, Mazda, Chrysler, BMW, General Motors and Volkswagen applications. Suppose you are adding a camera system to an aftermarket source unit or a new rearview mirror. In that case, a module like the AX-ADDCAM from AXXESS will take care of camera switching and automatic triggering of the display. The system can even display an image from a forward-facing camera automatically until the vehicle is traveling at 15 miles per hour to further reduce the chance of an accident. Camera Installation The second task is to address the installation of the cameras on or in the side-view mirrors. This process will require physically mounting and adjusting the cameras, then routing the wiring into the door and, subsequently, into the vehicle on its way to the mounting location for the control or interface module. It will be worthwhile to check the rubber grommet between the door and the vehicle’s chassis to see how much space is available to run power and video signal wiring. If there’s a connector in this location, budget your installation time

The Brandmotion 9002-2904V2 side-view camera kit includes two cameras, each in an angled mounting pod, and a camera switching module that makes it easy to integrate this system with an OEM or aftermarket infotainment display or monitor.

The AX-ADDCAM from iBEAM is a programmable camera switching module that will control four inputs with positive or negative triggers or through the CAN network. This is an ideal solution for integrating additional cameras to a rearview mirror display screen or an aftermarket source unit.

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 tech today

The Pioneer DMH-WT7600NEX is a floating face multimedia receiver with a 9-inch capacitive touch display and dual camera inputs. This radio style allows you to install a large screen in a vehicle where there is only a single-DIN chassis.

The eye-ball mount and 170-degree viewing angle of the TE-RSC from iBEAM allows your installation team to fine-tune what the driver will see when changing lanes.

accordingly. You may need to cut the RCA connector off a cable and replace it with a new one once the wires have been run. With that said, many camera solutions come with a low-profile inline connector that can pass through a small opening. Check out the wiring in the systems you offer before quoting the project to a client. Little details like this can affect installation time. Just as we talked about several issues ago in our discussion of backup camera solutions, not all cameras are created equally. There may be different exposure and brightness requirements for

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An aftermarket review mirror like those from Gentex is an excellent way to show the image from a blind-spot camera system in vehicles where the radio can’t be replaced, or there’s no way to interface with the factory infotainment system.

a side-view camera than for a backup camera. You’ll need to ensure these cameras work equally well during the day as at night, so how the camera handles bright headlights or seeing the sun in the image is a consideration. As with any multi-faceted solution like this, it’s worth testing the system on a shop or employee-owned vehicle before offering it to your clients. You will not only know the ins and outs of the installation and control module programming, but you’ll have an understanding of the system’s functionality. Most importantly, you’ll have a way to demonstrate the

system to a potential client. The Last Step: Fine-Tuning the Installation Just as we make the calibration of a digital signal processor the last step in an audio upgrade, ensuring the cameras installed in a blind-spot safety system is, aside from a functionality test, the last step in the installation. As mentioned earlier, you can wire the cameras to the interface but leave the final alignment on the mirrors until you can see the image on the screen in the vehicle. Unlike a rearview mirror, these

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 tech today cameras have a wide field of vision, often well over 100 degrees. The camera should be aimed so that very little to almost none of the vehicle is visible in the image, allowing something like a motorcycle to be seen if it’s directly adjacent to the back door. Of course, once everything is mounted and integrated into the car or truck, give all the features a run-through while in the shop—with and without the engine running—and if it’s acceptable to your client, on the road. Watch for any video noise, switching delays or inconsistencies that may result in your client coming back to the shop with a negative experience. We all know getting things right the first time is crucial. Camera-based blind-spot warning systems are great for cars, pickup trucks and SUVs, but even better for vans, motorhomes and recreational vehicles. Having a solution on display in your store and details of these service offerings on your website is crucial to getting into this business. Of course, if you are serious about collision avoidance solutions, you should register your store with the team at the Vision Zero Automotive Network (www.vzan.org) and become a Preferred Retailer. There is no cost to register, and once approved, your facility will be listed on the dealer locator. Dave MacKinnon has worked in the mobile electronics industry since 1988 in almost every capacity, including roles as a Retail Salesperson, Installer, Sales Representative, Technical Trainer and Product Development Manager for some of the largest car audio companies in the world. Dave started his writing career in 2000 as the Technical Editor of a Toronto-based car audio magazine and has reviewed more than 450 products. Formally trained as an Electronics Technician, Dave is considered an industry expert when it comes to explaining how mobile audio components work, and he has crafted thousands of articles to share that knowledge. He’s currently the Head Writer for 1sixty8 media and the Editorin-Chief at BestCarAudio.com.

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Brandmotion side-view cameras are designed for surface installations and include a housing that angles the camera downward. This camera type is ideal for mirror assemblies that have a limited amount of space inside..

In this example, the camera is adjusted to show as much of the area beside the vehicle as possible. This configuration dramatically reduces the chances of changing lanes and causing an accident..

Your clients don’t need to see where their vehicle is. Adjust the cameras so they can see what’s beside them.

It's all about saving lives

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The Car Audio Shop recently completed an install on this 2008 Freightliner Sport Chassis for The Thin Line Foundation, an organization that supports the families of fallen police officers and firefighters. SUBMITTED BY: BRANDON GREEN, THE CAR AUDIO SHOP, HIGH RIDGE, MO.

 installs

The team at The Car Audio Shop in High Ridge, Mo. recently worked on this 2008 Sport Chassis, which is owned by The Thin Line Foundation and used during events to support the families of fallen police officers and firefighters. The vehicle honors those who’ve fallen while on duty, with the words, “In memory of our first responders,” emblazoned on three sides. Shop owner Brandon Green said the project began a few years ago because the vehicle needed Code 3 lighting done on a tight timeline “to get it to Vinyl Images in Fenton for a wrap and to a show.” Lights and light bars were installed and aluminum brackets were made to customize the placement. Additionally, a Code 3 strobe kit was added in all four corner OEM light locations, with Diode Dynamic

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6-inch light bars mounted and wired for the reverse lights. “Two of the largest Shuriken batteries were also used to replace the batteries in the factory location,” Green said. “We also went to Vinyl Images and assisted them in reassembly and mounting of the Strut grilles to meet the deadline and make the first show.” The second phase started with a custom welded set of lighted donation boxes which insert into the receiver on the rear of the truck with a flag pole attachment. “We added two more Shuriken batteries under the bed in a custom welded mount and wired in a Stinger 70-amp power supply. The final part of this stage of the build included a Compustar Drone, T12 security and remote start system.”

The team added a custom fabricated rack to allow the Tonneau cover and audio system in the bed to motorize and play music via the Sony marine BT deck. Harmon contributed an Infinity 4-channel amp, an Infinity mono amp, two JBL 12’s and four pairs of JBL marine 8’s. The entire assembly can also be removed for use of the bed and fifth-wheel hitch. Expanded PVC and acrylic was used for fabrication to protect against the weather. Weather resistant plugs were also used for ease of removal or service. Diode Dynamics lighting and JBL LEDs were used inside the bed and illuminate when the audio system is turned on. A twin compressor Horn Blasters air system was also mounted inside the framework—and Green said it’s even set up to supply a T-shirt cannon.

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From The President

FOR THE LOVE OF MONEY

Focus on profit over procrastination. Assuming your business was created to be a profit center, your goals include selling goods and services at a profit sufficient to run and grow your business. With that assumption in place, it may be time to review your profitability. When business is good, few take the steps to review their expenses. Instead, we tend to become complacent, feeling that we’re doing well enough that we don’t need to focus on this important part of the business. Most business owners will still focus on getting the best deal when purchasing products, hoping sufficient margins will carry them through. However, there’s much more to making sure you are running a profitable business.

Cost Savings

Remember this rule: On average, a ten-dollar savings is equivalent to a one-hundreddollar sale. Make it count.

Cutting or reducing unnecessary costs should be a scheduled task each month, or at the very least, each quarter. If left unchecked, so many areas can become a drain on profits. I recommend making a list that includes items such as monthly service subscriptions, miscellaneous shop and cleaning supplies, utilities, payment processing and HR benefit costs to name a few. Look for common recurring costs that can be reduced. Also, make a list of things you could do without, especially if they would have little or no impact on your operation. Once your list is complete, rank the items in cost order. Look at both monthly and annualized costs. Remember this rule: On average, a ten-dollar savings is equivalent to a one-hundred-dollar sale. Make it count.

Maximize Your Purchase Power This is just as important for a small volume dealer as it is for a large one. Do not fall into the trap of thinking that just because you don’t buy much, you can’t negotiate a better price. Start with your top ten products purchased. Do some math. How many units do you purchase per year? Now, per month. Look at what you are paying including freight costs.

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Next, contact your vendor. This includes your distributor if that’s where you purchase. Offer the idea of scheduled purchase orders for a quantity equal to your annual purchases in return for some cost consideration. Also, ask for some return allowance for stock balancing should one of these top movers slow down based on factors out of your control. Additionally, request consideration for changing the forecast should you need to get more or less product based on an increased or decreased sales rate. Partnering with your vendors in this way helps them forecast, allowing them to buy better and pass these savings on to you. Not every vendor will provide this consideration, but if you ask them all, you’ll most likely find some that will be happy to provide better pricing in return for your forecast and scheduled purchase orders.

Adding to Each Sale What can ten dollars do for you? Well, adding an additional ten dollars to each sale could bring you a pleasant surprise at the end of your fiscal year. Based on research conducted by the Mobile Electronics Association, on average, a mid-sized retailer makes approximately 3,500 transactions per year. Adding on a high-margin product or service such as a performance guarantee or accessory would net you an additional thirty-five thousand dollars in high-margin sales.

Finishing the Year You trimmed your costs, maximized your purchasing and put a plan in place to add on to every sale. With all of this completed, you are on the road to a more profitable year. To make sure you finish the year strong, you can put a dashboard in place to monitor your progress. This can be as simple as a whiteboard, or you can get fancy and create a spreadsheet. Monitor your progress and adjust as needed. This will help you focus on your profit and avoid the procrastination.

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Mobile Electronics Magazine - February 2021

Articles inside

From The President

Tech Today

Strategy & Tactics

Sales Pro of the Year

Retail News - Audio Works Balances Product Delays with Customer Satisfaction

EDITOR’S FORUM

Learning From Leaders: Five Lessons From Leaders

What’s Happening: Looking Toward Long Beach