Mobile Electronics Magazine June 2021 by Mobile Electronics

June 2021

me-mag.com

Pinnacle Autosound’s two-man team finds creative solutions to backorders and increased demand.

Embracing Innovative Change Retailers share how product shortages have sparked business improvements that will continue post-pandemic

PLUS: New for 2021: Scott Caswell of JVC KENWOOD USA shares the latest in dashcam solutions for consumers, commercial and even motorcycle applications

Fully Installed: Trick Factory Customs shows off a high-class, cruise-ready build on a 2008 BMW M5

Volume 53 Issue 6

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

Chris Cook, President 978.645.6434 • chrisc@mobile-electronics.com

FEATURES

ARTICLES

12// What’s Happening: Altered Course

18 Retail News

Richard Basler, Dir. Technology Solutions Y 978.645.6449 • richb@mobile-electronics.com CM

50 Installs

Tony Frangiosa, Chairman of the Board, MEA

Retailers share how the pandemic has sparked innovation and creative thinking, leading to increased productivity, revenue and efficiency.

28// Real World Retail: Synchronicity

Pinnacle Autosound maintains stability during product shortages and skyrocketing demand, demonstrating how important it is to have a team—however small—that an owner can rely upon.

54 From the President

DEPARTMENTS 4 Editor’s Forum 6 Feedback ON THE COVER:

38// Learning From Leaders: In the Groove

David Prinz uses his drive and passion to make every lap count for GoFast Solutions.

42// Strategy & Tactics: The Road to the Sale

Industry experts discuss marketing, sales and how businesses can locate and retain ideal customers.

46// Tech Today: Enhanced Automotive Safety Solutions

Scott Caswell of JVCKENWOOD USA shares the latest offerings of dashcam solutions, and how these products can increase safety and reduce reckless driving.

2 Mobile Electronics June 2021

Cover Design: Ana Ramirez Business is good for Pinnacle Autosound in Lake City, Fla. which has changed its just-intime approach to stocking product and now plans to maintain a solid inventory. Owner Joey Knapp and shop manager Brian Knagge continue to manage the workload on their own, crediting a positive working relationship and an understanding client base with their current accomplishments.

Ad Index

CMY

Alpine Electronics . . . . . . . . . . . . . . . . . . . . . . . . . . . 31K AudioControl. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Cobra. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 MEA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Firstech - Compustar. . . . . . . . . . . . . . . . . . . . . . . 55 Harman - JBL. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 InstallerNet. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56 JVC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Kenwood. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Kicker. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 KnowledgeFest . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 KnowledgeFest - Orlando . . . . . . . . . . . . . . . 11/41 MECP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 Metra Electronics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Sirius XM. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Sony. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 SounDigital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36,37 Vais Technology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 Vision Zero. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49

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EDITOR’S FORUM TRY TO KEEP YOUR SPENDING AT THE SAME LEVEL AS IT WAS BEFORE THE INCREASE IN SALES. THEN, TAKE ADDITIONAL FUNDS TO BUILD YOUR RAINY DAY FUND—ALSO KNOWN AS CASH RESERVES

SAY HELLO TO THE SUMMER SELLING SEASON WITH WARMER WEATHER COMES A LITTLE FREEDOM—BUT DON’T TAKE IT FOR GRANTED, AND ALWAYS BE PREPARED.

Many view Memorial Day to Labor Day as the summer selling season. Our industry has been fortunate to experience an increase in business, so it may be hard to differentiate the summer selling season from your daily activity. While we’re all hoping this could be the new normal, I would caution you to take steps to ensure your business can ride out any storms that might be ahead. Don’t take it for granted When business is good, it can be easy to become complacent. If you’ve been in business for some time, you’re familiar with the highs and lows. Consider ways to use the increased income to add value to your business. For example, you may want to buy new tools to increase productivity. You may want to pay down debt, or add to your cash reserves. Remodeling comes to mind. Also, investing in human resources. There are many ways to use the additional profits. Just make sure you don’t get too accustomed to that higher level of income and become frivolous. You never know what’s ahead, so plan accordingly. Anticipate rainy days By rainy days, I mean slower business. Therefore, being smart with your additional profits is an important step to providing greater stability. Try to keep your spending at the same level as it was before the increase in sales. Then, take additional funds to build your rainy day fund—also known as cash reserves. Make sure you allocate some of these funds to marketing and

4 Mobile Electronics June 2021

human resources. Installation technicians are in short supply, so if you need a new tech, finding someone may cost you more than you’ve planned. If you’re a technician or fabricator who is also an owner, then you may want to consider finding someone who will take over non-installation responsibilities. Think of all the hats you’re wearing. You may not be able to find an installer, but you may be able to find someone with the skills to answer the phones, schedule appointments, reach out to customers (or potential customers), take pictures and videos of your work, and possibly post and respond to your social media pages. Deliver your best to every customer Now that good times have arrived, make sure you’re doing your best to increase your customer base. Simple methods such as asking for referrals from satisfied customers will help grow your base. It may also be time to engage in better or additional marketing efforts. When the spotlight is on our industry and your business, take advantage of every opportunity to grow. Make sure every customer is getting your best. If you’re too busy to treat your customer well, then be careful, because someone else will take over for you. Make sure you take the time to follow up with them post-sale. You will find this practice has its own rewards. And while you’re growing, make sure to take some time out for you and your family to enjoy life. Tell your employees to do the same. All work and no fun makes…you get the idea. Hope to see you soon at one of our KnowledgeFest events.

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 feedback

Leading With Patience In a time of product shortages and increased demand, retailers are getting creative to help clients find the ideal solution.

“I have a newer one-man shop. When I got started in late 2018, I was able to stock a few of the common items and order replenishment as I sold the items I had in stock. Over the course of the last 12 to 18 months, I’ve moved more to stocking as much as I can, when I can, just to try to avoid being out of stock of common items. Out of necessity, I’ve also brought in some alternate brands that had stock available after some of the main brands I carried ran out almost a year ago and have not had replacements available for many items since. I’ve also brought in alternate models from the companies I already carry as a way to fill a void where common pieces were unavailable. One example of this is marine head units.” Marc Warmuth, Wired Up Pampa, Pampa, Texas “Keep everything on backorder. You’ll get it someday. Just be patient. Explain to customers that because there’s a pandemic, everything is behind by a long shot. Don’t make appointments counting

6 Mobile Electronics June 2021

on getting anything. We have dedicated product and inventory shelves for allocating products for upcoming appointments. When we sell it, I have customers put money down for the appointment to ensure they’re locked in. Then we put their stack of equipment on the allocation shelf. If we don’t have it in inventory— other then JL Audio stealth boxes and special-order items I never stock—I won’t talk about it or try to sell it. Be very clear with customers to make sure they know everything is backlogged. Brian Muenter, Auburn Car Tunes, Auburn, Cali. “I like [joking around] with people. I find that most people like to have those kinds of conversations. When they don’t, then we simply walk around it from a different perspective. Learn to work the floor. Keith McCumber, SoundsGood Auto, Coquitlam, British Columbia, Canada “If you have to, branch out and find other brands. Shawn Brodoski, DFM Car Stereo, Ukiah, Calif.

 stats

KnowledgeFest Orlando The Mobile Electronics Association shares survey results from retailers across the nation regarding the first ever Orlando event. IN THE PAST THREE YEARS, HAVE YOU ATTENDED ONE OR MORE KNOWLEDGEFEST EVENTS?

WHICH EVENT DID YOU MOST RECENTLY ATTEND? 35 30 25 20 15 10 5 0

Thinking about upcoming KnowledgeFest events, are you planning on attending KnowledgeFest in Orlando?

FOR CLASSIFICATION PURPOSES, SURVEY RESPONDENTS ARE:

50 40 30 20 10 0

Retailer Comments: “Man, I just wanna get things back to normal and learning from the greatest minds in our industry.”

“I can’t wait to see what this year brings for mobile electronics.”

“We need to start having events in person. It is time. If someone feels unsafe, they can stay home. Most of us are ready to go.”

“Really looking forward to a live event! Also bringing my apprentice for his first KnowledgeFest. Booked our hotel the other day. We can’t wait!”

“If it is an in-person event, I will attend with several staff members. I feel we have got to get back to normal!” 8 Mobile Electronics June 2021

SAVE THE DATES FOR 2021

June 25-27

Orlando, FL

August 27-29

Dallas, TX

October 8-10

Indianapolis, IN Produced by TM

mobile electronics association

Join today at mobile-electronics.com 9

 helpful stuff

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BOOK: The Unspoken Rules: Secrets to Starting Your Career Off Right BY GORICK NG

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PODCAST: My Wakeup Call with Dr. Mark Goulston APPLE ITUNES

Inspirational and intriguing, this podcast helps individuals on their journey toward greater personal growth and achievement. Everyone has life-defining moments that shake them to their core and Goulston’s guests discuss them—those wake-up calls that prompted change, growth and development. Their tales of overcoming struggle and seemingly insurmountable obstacles will guide you to becoming your best self. There are more than 200 episodes to dig into from Grammy-award winners to CEOs to neuroscientists and plenty of takeaways to motivate and reinvigorate you.

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 What’s Happening

Altered Course Retailers share how the pandemic has sparked innovation, leading to increased productivity, revenue and efficiency. WORDS BY ROSA SOPHIA

Mobile Electronics magazine recently asked retailers to share ways they have altered course to continue serving clients during the pandemic, and how these changes might continue as new strategies within businesses. Some retailers have completely removed the waiting room, opting for vehicle drop-offs only. Roxanne Martin of Exotic Audio in Esther, Fla. said all vehicles are dropped off at the shop in the morning. “Almost everything is by appointment only now,” she noted, adding, “unless it’s something simple.” Although difficulties of the past year made changes necessary, retailers are now seeing positive results.

12 Mobile Electronics June 2021

Shops Pivot in Response to Product Shortage Car-Tunes, Inc. in Greenville, Miss. has been providing a multitude of automotive services since 1984, along with products in the home theater category and even musical instruments and DJ equipment. Located right on the Mississippi River where Arkansas meets Mississippi, Car-Tunes is about 15 minutes away from Louisiana, which means the business draws clients from numerous demographics. “Even though we’re in a rural area, we pull from many different cities around us that have different needs,” said owner Kimberly Trainer, adding that all the

lakes, rivers and agriculture lends to everything the shop is able to provide to its customers. Trainer has owned the shop for the past 20 years. Recently, she said product shortages during the pandemic inspired the business to change its approach when it came to subwoofer enclosures. The shop used to sell empty enclosures, but now it only sells enclosures with accompanying subwoofers. “After many months, this has definitely become a permanent sales plan,” she said. “Housing subwoofers and enclosures together saves space, promotes the proper enclosure for the designated subwoofers and allows us to wire the subwoofers

Altered Course

Because of recent product shortages, Adam Devine of Devine Concepts in Naples, Fla. said a lot more time goes into creating proposals or estimates for clients. Retailers must first ensure product is available.

correctly with heavy gauge wire soldered to the terminal so chances of a subwoofer failure goes way down.” Many shops, including Car-Tunes, have had to create a new sales plan to meet the challenge of inventory shortages. “It’s one of those things—you wonder why you didn’t think of it sooner,” Trainer said. “I had certain SKUs that I stocked, and certain things we did, and we had to alter some of those SKUs during that time. Enclosures were one of those products. Right now, I think a lot of it has to do with raw materials, but then, some of it was other factors like places that weren’t producing.” Enclosures are an important part of Car-Tunes’ offerings, she said, adding that the focus is to create the entire sound system, install it professionally and give the client the ultimate experience. “If we don’t have those enclosures, there’s no way we can do that. And if we can’t fabricate them on our own because we’re so busy with a lot of customers, then that’s not a very good business decision, so we started only selling them with our subwoofers.” Trainer said this move brought their entire sales strategy full-circle. Now, the team is able to ensure the right enclosure

is sold with the right subwoofer, so the customer gets the best sound “for that particular setting or vehicle.” The solution turned out to be positive in every aspect. Trainer said she feels that selling empty boxes facilitates online sales, when in fact, “we want them purchasing from an independent retailer and getting a better product in return. This has worked out very well, and we’ve been doing it for about a year now. The customer receives something that’s better overall—no matter what. Even if enclosures start becoming more available in the future, I think it will be a permanent sales plan for us because we’ve had such positive results.” Most Car-Tunes customers purchase an entire package from the shop, including the enclosure, electronics and installation. Trainer said this is always the best scenario. “The customer will be satisfied because you’re selling them the right things,” she explained, adding that, often, when items are purchased on the Internet the customer may not have the expertise to choose what goes together properly. “They might not have the appropriate amplifier to go with the subwoofers, the right interface for the head unit they

want, so the end result is a system that doesn’t perform properly anyway. If they’ve gotten all this online, but they just want an enclosure to make their subs work, they won’t be a loyal customer.” When a customer comes into the store, though, Trainer underscored the fact that their presence is opportunity enough to show them other options they may not have known were available to them. “They might think something is cheaper online, but not only is it not cheaper, they had no warranty,” for example. Once the salesperson has made their presentation and shown the benefits of purchasing in-store, she added, “We can usually turn them around.” Mobile Electronics Show Discusses Business Strategies, Challenges Recently, Mobile Electronics magazine kicked off its first episode of the Mobile Electronics Show, interviewing Kimberly Trainer, and Adam Devine of Devine Concepts, along with other Mobile Electronics Industry Award winners, Mike Rundel of Sony Car Audio, Jason Kranitz of Kingpin University in Las Vegas and Justin Kush of MTI Acoustics in College Station, Texas. The new show will complement the magazine and will be

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 What’s Happening

Car-Tunes, Inc. Adds Sony Products During Shortage

After altering its sales plan due to inventory shortages, Car-Tunes, Inc. has created new strategies that will outlast the pandemic and continue increasing revenue.

broadcast on YouTube, Facebook and Vimeo, continuing to feature interviews with key players in the industry, according to Chris Cook, president of MEA. Cook asked panelists about this year’s challenges, and Trainer brought up the inventory shortages that led to strategic changes in her store, adding that an ongoing challenge for Car-Tunes—and for the industry as a whole—continues to be finding qualified and honest employees. “The whole work force in general has faced a shortage,” she said. “A little over a year ago, I was really fortunate to find a young guy who has fit in with us really well. We don’t mind training because we want people to follow our standards and methods.” During the interview, Devine said he’s looking forward to hiring another technician, and he’s planning to double the size of his shop very soon. “I try to keep our philosophy simple,” he said. “Most people don’t plan to fail, but they fail to plan. If you don’t have a plan or a strategy for moving forward, you’ll stay stagnant.” Devine added that he focuses on providing a “concierge boutique experience” for all of the business’s clients. “Openness and honesty brings them back.” Clients at Devine Concepts often go

14 Mobile Electronics June 2021

with whatever is recommended by the shop, Devine said. “They take us at our word because all of our awards and accolades are hanging on the wall behind us. For people who say that doesn’t help close sales—you may not be using it in closing the actual sale, but you’re using it to build [the customer’s] confidence in you and your brand,” he said, noting that the awards are physical evidence that “the customer has made the right decision.” Time management in the wake of the sales boom has been difficult for Devine, who added that his business is booked out for at least two months. “We’re putting in 10- to 12-hour days, and spending time prior to work hours to get on the computer and send out estimates, look through schematics and make sure we have product,” he said. On a daily basis, Trainer noted, “We have four of us who run everything,” and efficiency is always the main focus. “Our philosophy is always to be honest with our customer and vendors,” she said, echoing Devine’s comments. “It makes everything go more smoothly. We want to deliver a unique experience. We show respect and attention to each individual.”

Car-Tunes, Inc. recently added Sony Car Audio to its mix of brands. In the past, owner Kimberly Trainer said, “I used to sell them. I had talked to them on occasion about bringing the products back in. I’ve added their high-end quality head units, and I’m very pleased and will be continuing with them.” Sony’s products have won a lot of awards, and Trainer said the company’s reps have done a great job presenting them. “I think it’s a win-win,” she added, noting that some of Sony’s recent products remind her of times in the past when dealers carried special, exclusive product that couldn’t be found elsewhere. “I think Sony is trying to zero in on that, and I think it’s a really good thing.”

 What’s Happening

Each employee at Car-Tunes, Inc. is assigned their own iPad to use for any digital interactions, such as looking up wiring diagrams, module flashing, and—pictured here—vehicle check-ins. Any challenges are viewed as opportunities to attract more customers.

Turning Negatives Into Positives During the Pandemic While the product shortage has been hard on many businesses, Trainer said she prefers to see the glass as “half-full,” adding, “Sometimes a situation you think is a bad thing can turn into good thing.” Instead of looking at the negatives, she’s chosen to utilize it as an opportunity to create even more loyal customers. CarTunes has also taken the time to explore adding products it’s never carried before, which has proved to be good for business. “I think it’s just taken a lot more time and effort to acquire the proper things our customers are used to,” she said, explaining that she keeps a short list of quality manufacturers whose products she’d like to sell, but for whatever reason, wasn’t able to until now. “I’m loyal to the brands we sell, but this has given me a chance to try other products on my short list that maybe we wouldn’t have had the opportunity to sell before. A lot of those are becoming permanent SKUs with us because they’ve

16 Mobile Electronics June 2021

been very successful,” she noted. CarTunes’ MESA membership has also been instrumental in connecting the business with other members who help each other during difficult times. Finding the products has taken more time and energy, but Trainer added she has great appreciation for all the relationships she’s built over the years: “They’ve become helpful contacts that assisted us in finding inventory. I think everyone has really risen to the occasion.” She feels the majority of retailers have done their best to help one another. Adam Devine of Devine Concepts in Naples, Fla. agreed that a lot more time goes into proposals or estimates than before, simply because retailers have to spend more time ensuring certain solutions are available. “You don’t want to put together a proposal for a client, leave them with this expectation they’re going to receive something great, and then reach out to your distributor and find out the product isn’t available for six months,” he said. “How

you overcome that is how you move your brand and your business forward.” Devine noted his shop has had to purchase wiring harnesses and other items on Amazon and eBay. “You may not be making the margin on a small product, but being able to complete the job for the customer has its rewards,” he explained, adding, “You have to have a plan in place.” Both Trainer and Devine underscored the importance of focusing on a business’s niche. Trainer said that while she trusts everyone who works with her, she loves being a part of every aspect of the business. “Plan everything. Your plans will change. I come through the front door like a customer, so I can see exactly what other people see. How does it look? What’s the environment? People purchase a lot more on emotion—the music you’re playing, the environment you’re providing.” She said it doesn’t always come down to the sale: “You have to provide the experience so they want to come back.”

 retail news WORDS BY LAURA KEMMERER

Business Holds Strong for SoundsGood Auto as Pandemic Continues Like other industry businesses, SoundsGood Auto—based in Coquitlam, British Columbia—has seen a surge in the demand for mobile electronics. What makes the situation different, however, is that Canada has not been issuing stimulus checks. Business owner Keith McCumber noted that boat and bike season has arrived with warmer weather, and other outdoor activities have also begun. McCumber successfully acquired a number of radios late last year, and sales in the department have also been powering along, demonstrating the importance of forecasting and buying to keep a business running smoothly.

18 Mobile Electronics June 2021

“We’re doing record months pretty much every month, and have been since May of last year,” McCumber said. The trick? People can’t leave. “In Canada, everything’s locked down, and you’re not allowed to leave the area,” he added. “You can’t just go and fly somewhere like you’re used to, so people spend money on their houses, on their cars.” With customers investing more in recreation and other aspects of their lives, SoundsGood has adapted to the restrictions of the pandemic and the changed the face of the retail market with a locked-door approach. As an added benefit, employees can take all the time they need with each customer, helping them get what they need installed in each of the vehicles. Generally speaking, customers have been understanding of the restrictions, knowing that SoundsGood can only let in a certain number of people at a time. As for how the pandemic has impacted the mobile electronics environment abroad, McCumber pointed out the industry’s huge upsurge in people getting work done on their cars. Customers are looking for a better sound experience in their vehicles, as well as a lot of safety features. “Human beings are doing what they can to accept life as it is today,” he said. “And as such, they’re open to suggestions. My job is to suggest that they help themselves for their future by investing in their cars.”

Auburn Car Tunes Celebrates Increased Sales and Consistent Stock Auburn Car Tunes, based in Auburn, Calif. and founded in 1976, has been booked for a solid month out for over half a year now, and that doesn’t look like it’ll be changing any time soon. The business, founded by Brian Muenter’s father, Ron, and with plans for Brian to carry on the operation, offers customers a wide array of options in 12-volt, from marine audio to car alarms, along with some DSP offerings. What also makes Auburn unique is that they sell and install CB radios. But with the success of the business, inventory shortages have also become a very real concern. According to Brian Muenter, he was initially warned about potential inventory issues with Sony and Kenwood around a year ago. And as the saying goes, “You gotta stand in line to get a sandwich at some point.” His father had a proactive attitude when it came to these problems, and with similar warnings from other vendors about potential inventory issues, he pivoted into the challenge, taking

professional advice to stockpile and forecast what they would need. Brian emphasized that Ron took this advice to heart, planning for a worst-case scenario. The local Best Buy has even sent Auburn Car Tunes business because they didn’t have anything to sell. The business purposefully stockpiles bestsellers whenever it can, including Sony products. Brian Muenter praised Sony Car Audio for being transparent about where things stand, as that information helps him better meet customer needs. “I can give someone a quote and not have to change the number on the quote that I give them, and [this customer] can stand there, look up the model number on Google. Sony is so good at policing their pricing that I know [the customer] isn’t going to find it anywhere cheaper,” he explained. Sony has done a consistently good job of having things in stock, while other companies have struggled with backlogs, he added. Muenter grabs whatever he can

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 retail news

WHO’S WHO?

Retail Roster

Custom Car Concepts City: Phoenix, Ariz. Business Philosophy: “Customer satisfaction is our goal.” Specialties: “We specialize in 12-volt integration into newer vehicles.” Top Two Cartegories: Car audio and UTVs.

when it’s available, but the trouble is still present. Out of everything he’s stockpiled the most, the Sony XAV-AX5000 has been among the top and a unit that’s proven popular with customers. For other shops also struggling with inventory shortages, Muenter emphasized that customers need to understand what’s going on. Beyond that, businesses should plan to the best of their ability. It’s important to sell what you have, he said, and explain the shortage. Try to meet the customer where they are. It’s also incredibly important to get things on backorder, he noted, adding, it’ll come eventually. Other than working closely with his father to face these challenges, he’s also learning the ropes as part of the plan to take over the business someday. He expressed admiration for how good his father is at making smart decisions for the business, and he’s working on interweaving his knowledge of sales with what his father does. Brian Muenter’s fiancée, Katie, also does bookkeeping for the shop, and she’s learning from his mother. Beyond this, Muenter has expanded the crew with the addition of two installers, bringing the shop total up to four, with plans to hire another salesperson, an advanced tech and possibly more installers. Although there’s another shop nearby, customers are willing to wait to have Auburn Car Tunes do the work. “People really care about a good experience,” said Brian Muenter. “I really focus on talking to kids. We have generations of people coming in.… My focus for [anyone], when they come in here, is education. Our education sells the product.”

20 Mobile Electronics June 2021

Santa Rosa Cartunes City: Santa Rosa, Calif. Business Philosophy: “The formula we use for keeping our customers happy is this: Always be honest, believe in what you’re doing, listen to what the customer wants, and try your hardest to make it happen. That isn’t always easy—but it is always possible with willingness and the right attitude.” Specialties: “Anything new in our industry. We go right after it.”

DFM Car Stereo City: Ukiah, Calif. Specialties: “Leather upholstery.” Top Two Categories: “Car audio, Katzkin Leather.”

facebook.com/MobileElectronics 21

 hot sellers

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 hot sellers

Stinger Heigh10 Digital Multimedia Receiver Submitted by: Shawn Brodoski, DFM Car Stereo, Ukiah, Calif. Main Selling Features: “Our customers like the knob and the size of the screen.” Primary Objection: Price. How to Overcome: “[Customers tend to recognize] the unit is worth the cost.”

Diamond Audio MP654 6.5-Inch PRO FullRange Co-Ax Horn Speaker Main Selling Features: “This speaker fits very well in the Harley Street Glide in the fairing, and gets loud without having to put crazy power on it.”

24 Mobile Electronics May 2021

GTR Lighting Ultra Series 2 LED Headlight Bulbs Submitted by: Graeme Wyatt, Impact Tint and Audio, Tyler, Texas Main Selling Features: “Customers like the lifetime warranty, and the control they’re able to have over the light. The product allows you to put light exactly where you need it.” Primary Objection: Price and labor cost to install. How to Overcome: “Product price is generally understood once the customer hears about the lifetime warranty. Labor cost is just something that we say you are more than capable of doing yourself but in many cases you are going to need to drop the entire bumper.”

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 buy.”

Radenso RC M ALP5s Built-In Radar Main Selling Features: “Customers like the protection that’s offered and the stealth of the install.” Primary Objection: Labor cost to install. How to Overcome: “We explain the time and show examples of the materials and process.”

facebook.com/MobileElectronics 25

 hot sellers Focal KIT IS TOY 165 OEM Integration Component Set for Toyota Submitted by: Kimberly Trainer, CarTunes, Inc., Greenville, Miss. Main Selling Features: “Our customers love knowing this product is made just for their vehicle.” Primary Objection: Price. How to Overcome: “This product comes complete with all speaker adapters, wire harness and acoustic foam. No additional parts are necessary for a perfect fit.”

Sony XAV-AX5500 Digital Multimedia Receiver Submitted by: Steven Gechunis, Enhanced Installations, Dickson City, Penn. Main Selling Features: “Customers love the fact that Sony is willing to stand behind this product for three years.” Primary Objection: Labor cost to install. How to Overcome: “In order to take advantage of all the great features of this radio, we explain to the customers that they’ll need a top-notch, professional Installation by an MECP Certified Installer. We also offer a lifetime warranty on workmanship.”

LinksWell IQ Replacement Stereo With Wi-Fi Connection Submitted by: Matthew Ogram, Custom Car Concepts, Phoenix, Ariz. Primary Objection: Compatibility and learning curve. How to Overcome: “[If the customer prefers] we can sell them an alternative product.”

26 Mobile Electronics June 2021

mobile electronics association

Technology

Education

Information

Partnerships

Media

Supporting the Industry to Deliver an Exceptional Customer Experience The Mobile Electronics® Association believes a strong, growing specialist channel is critical to the future of the automotive aftermarket industry. We are committed to providing channel support that includes education, access to information, technology, and media. We believe industry growth depends on our members investing in their businesses in order to make them better and stronger, while delivering an exceptional customer experience. Contact us today to become a Mobile Electronics Association member. facebook.com/MobileElectronics 27 Mobile Electronics® • info@mobile-electronics.com • 800-949-6372

real world RETAIL

Pinnacle Autosound maintains stability during product shortages and skyrocketing demand, demonstrating how important it is to have a team—however small—that an owner can rely upon. WORDS BY ROSA SOPHIA

28 Mobile Electronics June 2021

SYNCHRONICITY

Keep an open mind to unexpected opportunities, even if they’re outside the categories the shop ordinarily handles. Be willing to step outside your comfort zone.

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real world RETAIL FAST FACTS Main Location:

Lake City, Fla. Number of Locations:

One

Square Footage:

3,000 Type:

Traditional Retail Number of Employees:

Two MAIN FOCUS 50% Car Audio 28% Marine Audio 14% Powersports 10% Accessories 8% Special Fabrication Projects

Fill IN here

KEY STAFF Owner:

Joey Knapp Store Manager:

Brian Knagge

s someone who’d always been fascinated by car audio, Joey Knapp helped out at a friend’s shop while attending community college in 1989. He earned his master’s degree in elementary education, but stayed with car audio. During the 2008 recession, the owner of the shop he worked for decided to pursue a different field, so Knapp took the opportunity to use his degree and taught for about five years. Now, he’s owned Pinnacle Autosound in Lake City, Fla. since 2017, where he’s been balancing a heavy workload with shop manager Brian Knagge. The business started out as Sound Line Design, and Knapp purchased the car audio side from the company and renamed it Pinnacle Autosound, he said, adding that Sound Line Design continues business in home theater, security and surveillance. When the business was housed in a smaller building, Knapp said they handled some golf carts, boats and cars. Moving to the current location about a year before he purchased it “made a huge difference,” he said. “Our big bay can fit anything. We have a number of people bring us boats because now they can stay in overnight, and we couldn’t have done

30 Mobile Electronics June 2021

that at our old place.” Car and marine audio are the shop’s most profitable categories, with backup cameras as a frequent add-on to radio sales. An investment which has paid off many times over, according to Knapp, is an Echomaster backup camera display. Backup camaras were an every-now-andthen item until the shop incorporated the display. In the last year, sales have skyrocketed across the board, he said, adding, “I purchased the business because I was working side-by-side with Brian as an installer for five years. I knew his morals, ethics and capability. I knew I could trust him.” Finding Balance While things are busy for now, Knapp doesn’t feel comfortable enough to bring someone else into the fold: The economic future remains uncertain as the effects of COVID-19 wind down. For now, the shop will remain a two-man business. Pre-pandemic, Knapp was traveling to Milpitas, California about once a month to do fabrication work at Simplicity in Sound with Bing Xu. He initially got involved with the west coast shop when Xu decided to move his business from his personal garage to a retail location.

Since then, Knapp has divided his time between Simplicity in Sound and Pinnacle Autosound. Whenever Knapp was in California, he said Knagge knew someone he could call as a part-time worker if he needed help. But ever since the COVID-19 pandemic began, it’s just been the two of them. Last March—the beginning of the pandemic—marked his most recent trip out to California. “My initial plan, because I was still going back and forth, was for Brian to handle everything so I could invest in the business,” he said of Pinnacle Autosound. Now, it’s expanded, and both men balance responsibilities in the day-to-day. “We focus on filling the customer’s need, and see if they can benefit from something additional,” he said. “Neither of us are stellar salespeople because our background is in installation.” When he first took over the business, Knapp said they did their best to collect names, email addresses and how a customer heard about them. But it became difficult for the two of them to stay on top of it, he said, and he hopes to return to the practice at some point in the future. In the past, the shop would also send thank-you cards to anyone who spent

SYNCHRONICITY

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real world RETAIL over $1,500, but the practice stopped after the business moved to its current location. Both men will take part in the conversation if a customer is looking for more of a high-end system. If supplies get low, Knapp handles ordering and bookkeeping. “Other than that, we both clean, install and answer the phone.” It’s possible they might be leaving some money on the table when it comes to sales, he admitted, “but people are typically happy and comfortable with the results. In the future, sales could be an area of growth for us.” Staying Prepared With Inventory Backstock The goal was always to keep more inventory so the shop could handle sound system jobs without having to wait for orders to come in, according to Knapp. With such high demand, he wanted to stock more inventory to handle walk-ins. Product shortages during the COVID-19 pandemic encouraged him to learn more about inventory management and stocking. Knapp said Pinnacle Autosound will continue to keep more inventory even post-pandemic. Lately, he’s been spending more time making sure the shop has kits, harnesses and other equipment, while in the past, he added, “It wasn’t that big of a deal.” Now, the shop has five times as much inventory as it had when Knapp first took over. “Most of our stuff is just-in-time ordering,” he said, adding, “We keep some radios and speakers on hand.” Since the product shortage has brought focus to the issue, Knapp said he’ll continue stocking inventory instead of relying on the justin-time model. This past year, creative acquisition of products has been a focus for many shops. “It seems like kits and harnesses are a little better now, but at one time, I would start with distributors, move to Amazon if they didn’t have it, then eBay—and the worst-case scenario was a business-to-business account with Crutchfield,” he explained. “That was the last line of hope because it’s the least profitable option.” However, he added, the important

32 Mobile Electronics June 2021

Inventory management has been a recent area of growth for the shop, which is now aiming to stock more equipment, be more prepared for potential walk-in clients and avoid using the justin-time approach it previously relied upon.

SYNCHRONICITY

The Elevated Standard

electronics.sony.com/mobile-es ©2021 Sony Electronics, Inc. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Sony and the Sony logos are trademarks of Sony Corporation. Features and speciﬁcations are subject to change without notice.

facebook.com/MobileElectronics 33

real world RETAIL

Vendor Rep Helps Inform Inventory and Backorder Solutions

thing was ensuring the harness would be available in order to complete the install. While Knapp has taken advantage of many online trainings during the pandemic, he said he would like to see trainings that focus more on stocking inventory and inventory management. Such trainings would be geared toward “just-in-time shops” that aren’t as familiar with managing stock, he added. Using Careful Scheduling to Maintain the Workload While the shop has some walk-in clients, everything is generally scheduled. Knapp said the shop is booked about three weeks out. While both are able to do just about everything in the business, Knagge usually handles direct interaction with clients. “A potential customer will come in

34 Mobile Electronics June 2021

and ask a question, and we do our best to qualify them,” Knapp said. “We have a display with functional product, so we can go over something they might be interested in and schedule the appointment.” Going out to look at the client’s car with them, he added, is one of the first steps in the process. For larger builds, the shop keeps in touch with the client via cell phone and follows up to ensure everything is working properly, and to see if the client has any questions or concerns. While they each have cars that can be used as demo vehicles, Knapp said it isn’t often necessary. “Dave MacKinnon helped me set up my switching system for the display, and I told him it probably needs to switch and play for only about 10 seconds,” he explained, laughing. He said that Pinnacle Autosound’s

During the pandemic, Pinnacle Autosound has faced backorders and stocking issues like many shops. According to Knapp, one of the business’s reps has been instrumental in assisting with these difficulties. “Bill Freeman is our rep for Morel, Kenwood and now Rockford Fosgate, and he’s pushed me on the inventory side of things and helped me plan my backorders. He helped us get as much equipment as we could.” Freeman assisted wherever Knapp didn’t have as much experience, he said. “He suggested strategies to [help us] order more heavily than ordinary, to keep us going for a while.” He also advised him on staying more aware of stock levels. A couple of months ago, Pinnacle Autosound signed on with Rockford due to availability issues with other brands. Rockford’s dealer portal—which shows which products are in stock and which ones aren’t—has been very helpful, according to Knapp. “Rockford saved us,” he said, adding, “Otherwise, I would have no marine speakers to sell right now.”

SYNCHRONICITY

Referrals Prove Best for AlreadyEstablished Business

customers aren’t usually interested in high-end sound quality. “I think some of our client definition is formed by the economics of our rural area. There isn’t a lot of money here.” Generally, he said, the shop focuses on trying to provide the best quality possible for the client’s budget. Additional Skillsets Provide Support During Difficult Times If there’s ever an economic slump, Knapp said he feels Pinnacle Autosound is in a good position because the shop only has two people on payroll—himself and Knagge—and he can also rely upon other skills and tools for additional income. This past year, the shop was commissioned by a local bank chain to fabricate displays for customer service areas, and another local business hired them to make free-standing tablet holders for payroll, and for employees to use for clocking in and out of work. “I didn’t seek out these jobs, but they found me, and they helped boost revenue during COVID,” he said. “I could have initially blown it off, but I said yes and it paid off big.”

Recently, Knapp was contacted about making acrylic laser pieces for a wedding. Regarding any similar requests, he said, “If I can help, I will. And if things slow in car audio, I can try to market it and grow that side of the business.” He continues to keep a library of photographs of work he’s done on the laser. “I just have fun with it now, but if I had to lean on it, I could.” He advised other retailers to keep an open mind to unexpected opportunities, even if they’re outside the categories the shop ordinarily handles. “It was different. I wasn’t putting a radio in a car or building an enclosure,” he said. “I’m confident—but I’m also not. Be willing to step outside your comfort zone. Those things didn’t keep the lights on, but they still gave us the best year we ever had.” While they’ve set their first sales goal for the year, Knapp said he can’t be certain the economy will continue to be in their favor. In the future, he added, he’d like to see a continually full schedule. “Because of the challenging job market,” he noted, “I would like to keep maximizing the output of our two-man team.”

Word-of-mouth marketing has continued to bring new customers to Pinnacle Autosound over the years. The original shop’s customer base was already established, which provided momemtum in moving forward. People knew where to go and told their friends. A lot of customers who visit say they heard about the shop from someone else, according to Knapp. The business relies mostly on its website, Facebook and Instagram pages, though Knapp admitted he doesn’t do as much as he should. This year, he wants to get more content onto the website and keep up with social media. Any money spent on marketing ordinarily goes toward community engagement, like sponsoring kids’ sports teams. Earlier in the year, the shop provided local school Pathways Academy with water bottles for all the children, since they weren’t able to use drinking fountains due to COVID-19. [See February issue of Mobile Electronics magazine, Retail News.] Currently, Pinnacle Autosound is preparing videos for different product categories that will be shared on Facebook and YouTube. Knapp will also be adding related videos to articles on the business’s website, to improve content marketing efforts.

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real world RETAIL

1200.4 7.1 in

P OWE R @ 4Ω: 4 X 13 0 WR M S

P OWE R @ 4Ω: 4 X 19 8 WR M S

P OWE R @ 2Ω: 4 X 19 8 WR M S

P OWE R @ 2Ω: 4 X 3 00 WR M S

P OWE R @ 1Ω: 4 X 3 00 WR M S

P OWE R @ 1Ω: N /A

5.4 in

B R I D G E P OWE R @ 4Ω: 2 X 3 9 6 WR M S

B R I D G E P OWE R @ 4Ω: 2 X 6 00 WR M S

B R I D G E P OWE R @ 2Ω: 2 X 6 00 WR M S

B R I D G E P OWE R @ 2Ω: N /A

O P E R ATI N G VO LTAG E: 8V – 16V

C U R R E NT D R AW (M U S I C): 49A

C U R R E NT D R AW (M U S I C): 50 A

C U R R E NT D R AW (MA X): 9 9A

C U R R E NT D R AW (MA X): 101A

R E C O M M E N D E D F U S E (M U S I C): 6 0A

TOTAL E F F I C I E N CY: 84%

TOTAL E F F I C I E N CY: 82%

DAM P I N G FACTO R: 200

F R E Q U E N CY R E S P O N S E (-3D B): 5H Z – 22K H Z

S N R: 8 8D B

C R O S S OVE R H P F: 45H Z – 850H Z

C R O S S OVE R LP F: 45H Z – 850H Z

TH D + N (10% R ATE D P OWE R): 0.1%

CTA-200 6 P OWE R R ATI N G

36 Mobile Electronics June 2021 SOUNDIGITALUSA

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 Learning From Leaders

WORDS BY JAMIE SORCHER

David Prinz uses his drive and passion to make every lap count for GoFast Solutions. 38 Mobile Electronics June 2021

In the Groove

t’s a classic formula: A kid with a passion for car audio gets a job at a stereo shop and, years later, opens a successful business of their own. It’s exactly what happened for David Prinz, the CEO of Middletown, Conn.-based GoFast Solutions. He recalled the makeshift stereo system in his pickup truck, and how he used to drive to a local business—the Sound Company—and talk with the guys who worked there. “I asked what it took to get a job as an installer,” he said. “They told me I needed a general understanding of electronics, so I went to Gateway Community Technical College right after high school and did a one-year certificate program in electronic technology.” He ultimately got the job and became a salesperson and installer. From there, he went to a computer manufacturer/ distributor and built computers for several months until the owner switched Prinz into sales, thinking it might be his strength. For the next five years, he acquainted himself with the distribution business. The next opportunity was to build his own business. “My best friend, who had also been at The Sound Company, let me know they were going out of business,” he explained. “He wanted to open his own retail store in the same area—Orange, Connecticut—and was hoping I would partner with him.” Prinz considered the options. “We opened a Boomer McLoud franchise,” he said, adding, “which evolved into Sounds Alive when the franchise dissolved.” Recognizing Opportunity In 2004, Prinz joined MRI, a northeast car and home audio distributor, where he spent the next 15 years. He dug deep into merchandising and managing until the next inspiration came along from an unlikely source: his six-year-old son. “He started racing cars, quarter-midget race cars,” Prinz said. “We would go to all these racetracks, but there were no spare parts available. These kids would just wreck the cars and crash them into each other, and from there, I saw there was a need for parts at the racetracks.”

In 2016, GoFast Solutions arrived on the scene. The company started out small. Prinz was still working full-time for MRI, but talked to the owner about what he was doing on the side. “He said maybe we could turn the distribution into something that was rolled up with our current lines,” Prinz said. “I had his blessing and soon business doubled and then tripled. Year after year after year, it grew.” When MRI was acquired by SnapAV in 2019, Prinz was again presented with an unexpected opportunity—to buy out the 12-volt division of MRI. The overall feeling, he added, was that they’d lost focus and had become more invested in home audio and video. Prinz wanted to focus heavily on 12-volt, bring in additional lines and get everyone motivated and excited for car audio again. “We hired most of the MRI staff on the car audio side and came on board with GoFast Solutions,” he said. Prinz opened a 30,000 square-foot warehouse in Middletown, Conn., and brought in all the MRI inventory after the company sold it to them. All this happened over a weekend. “We didn’t skip a beat. The dealers and our entire staff sense the passion I have, and there’s been a lot of loyalty from our dealer base as a result.”

Embracing Diversification Prior to COVID, 12-volt business was perceived as slowing overall, according to Prinz. Then the pandemic hit and the challenges really began. “I owned a retail store during 9/11,” he said, adding, “I had three years left on a five-year lease. This time I opened business in 2019 and COVID happened. I couldn’t believe it.” Instead of losing sleep, Prinz felt inspired to turn things around. He said his instinct was to fight even harder to get above water. “I just dug in deeper and I said we’re going to come out stronger.” One of the best solutions for his store during 9/11, he explained, was to diversify into several other categories. “I started window tinting because there was more of a need for that than car stereo at the time,” he said. “People were protecting their homes with window film and so were businesses. I got into marine electronics, too, because there weren’t enough cars coming into the shop.” The same philosophy carried him through COVID-19 with GoFast Solutions. Back in 2000, he said, he preached the message to diversify. “It’s the same message now,” he added. “Our dealer base has money again, so it’s the right time for them to try different things.” Detailing is one example, and so is window tinting. Prinz noted that if dealers are willing to

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 Learning From Leaders spend the money to send an employee for additional training, another category can be brought in-house. Marine audio and accessories, he noted, also holds promise. “Those same customers who come in to a dealer to get their remote starts done on their cars are the same customers who may also have a boat,” he said. “It makes sense to let them know we also window tint boats, install stereos, detail boats and provide oils and lubricants for boats. We want to find everything and anything we can possibly sell to our dealer base so they can then sell to the customer who comes into the shop with their car.” Another favorable category, he continued, are ceramic coatings, which he said a fairly capable person can learn to do very well. According to Prinz, the category sells well. Additionally, paint protection film can be applied to prevent scratches. “We’re trying to educate our dealers about all these opportunities and pique their interest,” he added. GoFast’s method of outreach has always been primarily focused on phone sales, Prinz said, though things have looked a bit different recently due to COVID. He noted he’s seen a lot of new shops open in his area, which might be the result of people being laid off and opening new businesses out of necessity to make ends meet. “We shut down our showroom during Covid, but we still want to have the opportunity for our dealers to see products, so we’re doing YouTube unboxing videos,” Prinz said, adding that he’s also relied on virtual meetings for trainings, including a recent virtual expo. “Once we’re able to go live again, hopefully in the fall, we’ll have a starter summit.” The new goal is to continue to integrate the virtual platform for dealers who may not be able to travel several hours to be there in-person. Fine-Tuning the Art of the Sale With over 30 vendors in the mix, GoFast Solutions has a diverse group of brands and products. Prinz said the company is continually evaluating to make sure it’s on the cutting edge. A lot of it, he added, is category-driven. “We go out and

40 Mobile Electronics June 2021

try to find the leaders in those categories,” he said. “We’re also part of the EDA, the Elite Distributor Alliance, so there are several top brands we’ve been able to bring in through that association.” Finding new categories, securing brands and introducing products to dealers are things that energize Prinz each day. Each morning, he said, he’s excited to go to work and bring this excitement to the sales team, the merchandizing department and the dealers. The art of the sale is, indeed, something special. Any chance Prinz has seen The Wolf of Wall Street? “I know it’s one of these movies I’ll love,” he said, adding, “but I’m just waiting for the right time to watch it. I’ve seen Boiler Room, so I am sure it will move me.” Prinz said he learns from his sales team every day, taking in their varied perspectives and approaches. “They pick up on certain things. We all feed off one another. At the end of the day, we’re trying to do the very best we can to ensure the successful future of our dealers because they’re our lifeline. If they’re not winning, it’s hard for us to win.” As for the rest of 2021, Prinz is optimistic and open-minded. “The only areas where we have plateaued is where we couldn’t find inventory. As long as we keep pushing as hard as we can into diversifying, the sky’s the limit.”

Diversification, he said, creates new opportunities and ways for dealers to do the same—branching out into new categories and exploring fresh ideas and ways to reach new customers and reconnect with previous customers. “If we keep creating new opportunities, then it won’t matter what one small category is doing or how it’s performing because there will be so many other categories to balance it,” he explained. “As one dips, there may be a home run in another.” According to Prinz, the dealers who were successful during the COVID crisis took every opportunity to reinvest in their stores, reassure customers and diversify into new categories. “They are much stronger than they were,” he said, adding that he’s also excited about the new dealer portal on the GoFast website because it ties into how the business is getting in front of dealers. During the pandemic, the company focused on heavily reinvesting into its website. “We went from something that none of our sales team wanted to mention we had to what we have now—and it’s become a silent salesperson for us,” he said, adding, “We’re getting great feedback from our dealers and seeing a lot of new orders come through there.”

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 strategy & tactics

Road to the Sale

Industry experts discuss marketing, sales and how businesses can locate and retain ideal customers. WORDS BY ROSA SOPHIA

reating packages, meeting the needs of clients and understanding the differences between both market and sales opportunities are some of the keys to both finding the right customer base and closing the

42 Mobile Electronics June 2021

sale, according to industry experts. During a sales training at KnowledgeFestWest.Live in March, sales trainer Vincent DeStefano advised thinking of the sales process as a road map: Each aspect of the sale is a stop on the map, a destination or a crossroad, and to use the map DeStefano said salespeople must

explain how each component works together to achieve the customer’s goal. But what if a business hasn’t quite found its ideal customer base yet? Andy Wehmeyer of Audiofrog drew upon his background in marketing to present “Marketing 201,” a class which helped attendees understand the differences between market opportunities and sales opportunities and why this is important. Understanding these differences, he said, can lead to greater profit, and will also assist the retailer in finding its ideal clients. Defining Ideal Customers In his presentation, Wehmeyer explained the differences between a marketer and a salesperson. The first part of the job of marketing, he said, is finding out what people will buy, adding that the second aspect is finding these potential customers. Retailers must communicate the value of their offerings. “This is the part that people generally ascribe to the job of marketing,” he said, adding that advertising is only one specific way of communicating the value of a product. “Market research is how we find out what customers need, what they’ll buy

ROAD TO THE SALE and how much they’ll pay for it. In my last job, we spent a lot of money doing things like this to find out what customers need,” he added, noting that he worked for Harman as a product manager for about 19 years. Customers will talk about what they need, and the salesperson should be listening to find out how they use their devices, Wehmeyer said. “Other parts of marketing are product development and product management. We think of development as engineering. That’s one part, but the biggest part of both of these is figuring out what customers need despite what they say. Product development is often about thinking of what could be successful if it existed, rather than making what people request.” Marketing also involves packaging, he added, “because it tells a story about the product. Internal selling is also a big part of marketing—giving the salespeople the tools they need to persuade people to buy something. In a lot of cases, you have to give them a story. You’re asking the salesperson to sing. If you can make it so that salespeople can sing the right song so they get a standing ovation every time, they will be successful,” Wehmeyer explained. When he worked in retail, he said he saw customers walk in who expected something else from the retail location— perhaps tire sales. “As store owners, what if every customer who walked in knew what he wanted and knew you had it? How much better would that be? It’s helpful in terms of sales efficiency to have people sort themselves out before they come in,” he said. When customers come in knowing what the store is selling, this increases efficiency. For this to happen, there must be clear marketing because “we want access to better potential customers.” Locating the Core Demographic General marketing concepts can help a business figure out how to better target customers, according to Wehmeyer. This applies whether a business focuses mainly on car audio, tint, safety or accessories. Sometimes, he said, people believe all they have to do is make

Internal selling is also a big part of marketing—giving the salespeople the tools they need to persuade people to buy something. In a lot of cases, you have to give them a story. You’re asking the salesperson to sing. – Andy Wehmeyer, Audiofrog themselves available. “That’s not how it works. Products that are based on that kind of analysis—make it available and people will buy it, such as on a website—are routinely failures,” he explained. “Is there a market for it? If I’m going to open a car stereo store, and I think that at least one percent [of the population] wants a cool system, I need to think about where to put it.” He added that finding out whether there are enough people in a given market to make a business profitable is the first step. “There has to be enough people who want to buy what you’re selling, and have enough money to buy it,” he said, noting that customers are only accessible to a business if they can find it, or if the business can find them. “How much advertising are you doing? How long have you been in business? Referrals from past customers are a good way to reach new customers. The value of your brand is one way you can find the people who will buy from you.” Brand recognition and how a potential customer feels about a product isn’t as related to a sale as people might think. “I don’t need to reach all people,” he said, adding that it’s important to define a group of potential buyers.

“The most important group is not people we could convince to buy, but the best group is likely purchasers—people who already know they need a car stereo,” he explained. “We have to identify likely purchasers. We find the people who are likely to buy, and then all we have to do is convince them to buy from us instead of someone else.” Learning to Read the Roadmap to the Sale DeStefano explained that the package a salesperson creates—including all the installation costs and products—is a roadmap the retailer follows with the client. “It’s the route to what the customer is trying to accomplish,” he said. To close the sale, he noted, one question is required. The salesperson should ask the customer if they want to purchase the last item demonstrated in a complete package. “When you’ve done this properly, when you’ve gone through the roadmap and shown your customer the components as a system, and you get to the last item, if they say yes to that item, they’re saying yes to everything that goes with it.” He added that this could be an add-on or an extended warranty. “Whatever it is, the cherry on top is what you’re closing

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 strategy & tactics

on.” He advised attendees in his class, “Selling Back to Front: 5 Tools to Create a Complete Sale,” to never be afraid of hearing no. “I’ve just shown you a way you can take that ‘no’ and kill it,” he said, adding, “To get a sale, you have to ask the customer to buy. The risk is they might say no.” DeStefano said, however, that this has some advantages when a salesperson creates packages instead of selling individual products separately. “It gets you to the customer’s objections. Back to front selling is giving you the tools to overcome all their objections,” he explained. Retracing the Route to Close the Sale A salesperson’s job at a product manufacturing company, according to Wehmeyer, is to “empty the warehouse” over and over. “His job is to get people to say, ‘yes, I’ll buy that,’ and to write up orders he can deliver. The customer always determines the value, but we don’t always know what creates that value.” He used lawn-mowing as an analogy: “I hate to mow the yard. For me, the value of having someone else mow the yard means I don’t have to do it, and I can spend that time doing something I want

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to do. Sometimes the value the customer ascribes to this thing they will buy is their enthusiasm,” he said, adding, “An audiophile is willing to pay a lot for something someone else might not because they’re very enthusiastic about it.” Reasons for making a purchase may be unrelated to the amount of money spent. “You have to add value. Sometimes some of that value is built-in. This means the difference between what you pay for a product—dealer cost—and the price you can charge someone for it.” DeStefano said the salesperson needs to know where they’re going. “You’ve determined what your customer wants to achieve. They told you what they wanted to do, and you educated them.” The process, he said, involves showing the customer what they need in order to accomplish what they want. The salesperson has created a route—a map to the closing of the sale. Objections, DeStefano added, are either based on price or product. “If you went through this process very slowly, the objection won’t be based on the product. If it’s the price, you need to find out if it’s a little or a lot,” he explained. “It’s a natural tendency for many people to ask at the beginning of a sale what the person’s

budget is.” He invited listeners to imagine they are getting heart surgery, and you tell the doctor you have a budget of $500. “He will explain you don’t know about heart surgery,” he said, “the same way your customer doesn’t know what they’re coming in to buy.” To solve these objections, DeStefano recommended working back, removing one product at a time from the package, and letting the customer know what they’re sacrificing to get the price they want. “Discounting should be your last option, not your first,” he said. “Customers love when something is put in their hand because it offers a sense of possession. Customers also hate to have stuff taken away. If you’re just discounting a price, all you’re doing is saying you’re willing to make less money.” If the salesperson needs to go over the route again, DeStefano said the customer might discover their budget expanding with education. “If you do this right, you’ve developed trust. That’s selling back to front,” he noted, adding, “ensuring complete sales and creating a base of return customers for life.”

ROAD TO THE SALE

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 tech today

Enhanced Automotive

Safety Solutions Scott Caswell of JVCKENWOOD USA shares the latest offerings of dashcam solutions, and how these products can increase safety and reduce reckless driving. WORDS BY DAVE MACKINNON

This month, we’ll talk to Scott Caswell, Senior Manager of Marketing for JVCKENWOOD USA, about Kenwood’s vehicle safety solutions. The Kenwood brand is well-known in the industry for the impressive technology integrated into source units. For 2021, the company has expanded solution offerings with additional safety camera products to make everyone’s time on the road and trails safer. Introducing Kenwood Dash Camera Solutions Kenwood has augmented its dashcam solutions significantly for 2021, bringing

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features and specifications ahead of many competing solutions. The five solutions include everything from price-conscious models to flagship units with 4K UHD image sensors and built-in Wi-Fi for easy file downloads. According to Caswell, “Dashcam solutions with a secondary camera are increasingly popular with ride-share drivers who might need a record of everything that happens in the vehicle. These camera systems also act as a deterrent to poor behavior from passengers.” The DRV-A700DP, DRV-A601WDP, DRV-A501WDP models include the KCA-R200 WQHD (2560x1440-pixel) secondary camera that can be mounted on the windshield to record the interior

of the vehicle or in the back window to record what happens behind the car, truck or SUV. The above cameras, along with the DRV-A301W, all include an integrated three-axis accelerometer that records vehicle motion and a built-in GPS receiver to capture vehicle location and speed. The Kenwood Video Player software (for Windows or Mac OS X) will let users navigate and view video files while monitoring the accelerometer and speed information. A map overlay feature is also included in the software package, so it’s easy to see where the vehicle was located. “The software helps recreate what led up to an event,” Caswell explained. “If there was a sudden braking or steering input before an impact, that information is easy to see.” Popular for Both Corporate and Consumer Applications The market continues to grow for dashcams utilized as solutions for consumer applications and corporate investments. A business with even a single company-owned vehicle can recognize the benefits of knowing everything is being recorded. Lost income from extended coffee and lunch breaks and detours for non-business-related stops can quickly pay for these camera systems. Company drivers are also less likely to drive aggressively when they know they’re being recorded, which can dramatically reduce the chances of an accident. This is also a great opportunity to

Enhanced Automotive Safety Solutions

The DRV-A601WDP is a dual camera dashcam system that includes a 4K forward-facing image sensor and a 1440p secondary camera. The system includes a built-in 3-axis accelerometer, a GPS receiver for location and speed information and works with microSD cards up to 256 GB in size.

market dash camera solutions to clients who want to record and share those close-calls and “I can’t believe that happened” events. Sharing a crazy video of something you’ve seen on your social media, along with a call-to-action to ask about adding a camera, can be very successful. Caswell noted that Kenwood’s new dashcam solutions feature a built-in super capacitor that ensures the system has time to save and close video files in the event of sudden power disconnection. Likewise, the new camera models include a suction cup and 3M Tape-style mount so they can be taken on business trips or vacations with the included cigarette lighter power cord. From a vehicle security perspective, four of the dashcam systems include or can be upgraded with the optional CA-DR1030 to offer Parking Mode monitoring. In this mode, the camera continues to function even after the ignition has been shut off. If the accelerometer detects an impact, the system will store a 30-second video. Crucially, the camera will shut itself down completely if it senses that battery voltage is low, so as not to leave the vehicle unable to start. Kenwood continues to offer their DRV-N520 dashcam that works with many of the company’s in-dash multimedia receivers. Users can playback video files on the radio screen, making it easier to see fine details such as license plate information.

Active Safety Systems Prevent Accidents in Real-Time Kenwood’s backup camera solutions are active safety systems, Caswell said, because they’re a vital part of preventing accidents in real-time. Just as with dashcams, Kenwood offers a range of solutions with different performance levels and price points. Their CMOS740HD offers 720p resolution to deliver a razor-sharp image when used with any of the 1280x720 pixel displays on the eXcelon Reference multimedia receivers. Aside from their conventional application as backup cameras for parking and maneuvering, these products are often used as forward-facing cameras in trucks and SUVs to allow the driver to see parking curbs or to get the vehicle as close as possible to a wall. “Many of our new multimedia receivers include four camera inputs,” Caswell said. “When used with an iDatalink Maestro RR interface, our dealers can create a blind-spot monitoring system with cameras on the left and right sides of compatible vehicles.” He also mentioned that backup cameras are an excellent solution for people with disabilities or injuries who may have difficulty turning their neck to see behind their vehicles. Safety Systems for Motorcycles and Powersports Vehicles For 2021, Kenwood combines its extensive video camera and state-of-the-art

communication technology to create a motorcycle and powersports solution called the KCA-HX7C. Formally called the “Motorcycle Bluetooth Camera and Communication System,” this solution combines a 4K-resolution camera with a hands-free communication system that allows the rider to talk to three friends using the same system. Due to the frequency of close calls on motorcycles, a high-resolution video of how other drivers behave could prove beneficial in the event of an accident and subsequent insurance claim. While talking about the real-time safety benefits of the KCA-HX7C, Caswell said, “The communication system works at distances up to one mile, so a biker in the lead of a group can warn his fellow riders of a potential danger without having to slow down or wave his or her arms.” The Lithium Polymer battery in the HX7C provides up to 20 hours of talk time and 90 minutes of video recording time. The system includes a boom-style microphone for open-face helmets and a wired solution for full-face solutions. Twin speakers are included for mounting inside the helmet. The system will also pair with a smartphone using Bluetooth to stream audio or allow for hands-free calling. Kenwood offers the communication system as a stand-alone option without the camera as the KCA-HX5M. Voice Control Reduces Distraction Caswell praised both Apple CarPlay

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 tech today

Dash cameras are as popular for those wanting to record a great adventure as they are for clients concerned about capturing accident information.

The KCA-HX7C is a communication system, hands-free Bluetooth system and high-resolution action camera solution in a single package.

Kenwood multimedia receivers with Apple CarPlay and Android Auto make it safer for drivers to communicate while behind the wheel.

and Android Auto for their ability to let drivers use common smartphone features without having to take their eyes off the road. He also mentioned Kenwood offers several CD and digital media receivers that support Amazon Alexa connectivity to mimic the functionality of an Echo Dot or Echo Studio at home. As brands like Kenwood continue to expand their offerings into new markets, it’s more important than ever for mobile electronics retailers to partner with organizations like the Vision Zero Automotive Network to bring clients into their stores. For more information on Vision Zero and to register to become a Preferred Retailer, visit their website (https://vzan.org/).

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For details on the latest safety and entertainment solutions from Kenwood, visit their website (https://www. kenwood.com/usa/car/), and be sure to follow their Facebook page (https://www. facebook.com/kenwoodusa), Instagram feed (https://www.instagram.com/kenwoodusa_official/) and YouTube (https:// www.youtube.com/user/KenwoodUSA/). Many thanks to Scott Caswell for taking the time to chat with us and share a preview of one of Kenwood’s newest products with Mobile Electronics magazine readers. 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.

It's all about saving lives

 installs

SUBMITTED BY: TIM BAILLIE, TRICK FACTORY CUSTOMS, COQUITLAM, BC, CANADA

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 installs

The goal with this 2008 BMW M5 was to create a sound system that could play a variety of musical genres in a loud, crystal-clear manner, according to installer Tim Baillie. The car’s owner is Rob of Trick Factory Customs. Baillie said the results had to match the “raw power” of the engine, with its 500-plus horsepower and just under 400 foot-pounds of torque. “The music needed to respond as fast as the car, but the car still had to hold five people and luggage for road trips,” he added. “It also needed to look almost completely stock.” Baillie installed the following: • OEM BMW Deck • Audison Bit DMI Optical Interface (for stock deck) • Audison Bit Play HD • Audison Bit One HD DSP

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• Audison DRC DSP Controller • Morel Hybrid 4” Components (front doors) • Morel Integra 4” Coaxial Speaker (rear doors) • (2) Hertz Mille 2500 10” Subwoofer • (2) Mosconi AS-200.4 • Mosconi AS-300.2 • Metra Shuriken Battery • Metra T-Spec Wiring • Metra Heise LED Lights Additionally, Baillie said he replaced the factory 8-inch subwoofers under the front seats with Audison BMW replacement 8-inch subwoofers for the up-front midbass. The amplifiers were painted a satin gray to match the base coat of the car. “The Mosconi lettering on each of the three amps were flood-filled with red, purple and blue paint to match the same three-color used on all M Series badges

with BMW,” Baillie said, adding that the subwoofer grille was four-layered acrylic in the same matching colors. The M Series angled logo was pressed into the mesh, and all of the Heise RGB LEDs were set up to flash the same three matching colors. “We used lots of Heise white LEDs to light up the trunk,” Baillie said, noting that it was connected to the factory trunk lid switch to illuminate the trunk when opened at night. “The paint work was done by Brett Padula at Trick Factory Customs, and all the trunk panels are held in place with magnets. The amp rack and ported sub enclosure were all mounted to an aluminum framework,” which Baillie said was then bolted into OEM threaded inserts in the trunk floor, completing this stunning yet functional build.

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CHECK YOUR CERTIFICATION STATUS AT MECP.COM/VERIFICATION CONTACT US AT MECP@MECP.COM The Mobile Electronics Certified Professional (MECP) program is the only internationally recognized program of its kind.

From The President

Thinking Objectively

Once you’ve failed, what’s next? Scheduling, goal-setting and thinking objectively are the keys to moving forward.

Goal setting is a necessary task. Applying some level of objectivity to the process will help you. Sometimes we have to put in extra effort to accomplish something, but making it the focus of your entire lifestyle can prove detrimental. What if yesterday was a great failure? How do we regroup and move on to a better day? Furthermore, how do we take time for ourselves, our family and friends if the business needs tending to? If failures begin to pile up, it’s time to reconsider your strategy.

I picked food, phones and floors for a reason. These are all indicators of bigger problems. If these three things are failing in your store, it’s time to step away and find the root of the problems.

Regroup and Pinpoint the Root Cause Small and sometimes unwise decisions can become bad habits, leaving you frustrated. Good habits are hard to form and take some tenacity to put into place. Let’s look at some common examples. During busy workdays, eating habits usually take a beating. In the midst of a rush, you might find yourself making an unhealthy choice. Adding to that is the frustration of a constantly ringing phone, and possibly irrelevant questions from potential customers. Then you look at the bench and the floor in the bays. It’s a mess. Why? Because things are getting out of hand and beginning to create a pattern of failure. I picked food, phones and floors for a reason. These are all indicators of bigger problems. If these three things are failing in your store, it’s time to step away and find the root of the problems. Even if you only take a couple of hours out of a day, make sure you review who you (and your business) want to become, and then put a plan of action in place to get there. Directly Address Problems and Create a Concrete Plan Your plan must be measurable. Dig deep to find the root cause of your failures. Putting a plan in place without addressing the cause will only set you up for your

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next failure. Don’t just say, “Tomorrow I will focus on answering every call,” as your solution. Don’t tell your team, “Clean as you go,” and expect your bays to be spotless. And don’t say, “I’m going to eat healthier,” and expect to resist phoning in for a pizza delivery. You must have a plan to address each of these areas by first addressing the root cause. Take a Step Back and Think Objectively Having a plan and sharing it with your team will help you meet your goals and live to sell another day. To help you get started, here’s an example of how to identify issues and build your plan. First, take a step back in an attempt to regain control using measurable checks and balances that provide accountability. Cultivate clear awareness of your scheduling process. Consider your store’s layout and procedures with a critical eye, as if you are a newcomer who’s just walked in the door. Take time to review and revise your staff schedule to make sure everyone—including you—has sufficient time to rest and eat properly. Understand how many available work hours you have per day and week. Next, contact some of your scheduled customers and move them to days or times that allow for proper phone consultations. Make sure you factor in adequate time to clean, as well as time to look for someone to add to the team, if needed. Staying organized is important, too. Assign someone to review the schedule daily and call each customer prior to their appointment to reduce the chance of no-shows. What I’ve listed here are just some small examples of how you can plan better in order to streamline your business. What are some ways you work each day to get clear on your business’s plans? If you aren’t sure, it’s time to take a closer look.

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Mobile Electronics Magazine June 2021

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