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.

WORDS BY ROSA SOPHIA

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, 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

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

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 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

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. 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 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.

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.