Mobile Electronics Magazine November 2021

November 2021

me-mag.com

Distinctive a C r Toyz redefines diversification and customer satisfaction by oflering everything rf om oil changes to custom sound systems

The Door’s Open…

Come On In! Participants at KnowledgeFest Indy reflected on a laid-back experience, and fulfilling conversations with vendors and trainers alike.

PLUS: Sony Centerpiece:

On the Show Floor:

Built by The Car Audio Shop in St. Louis, Mo., Sony Car Audio’s demo vehicle showcases the Mobile ES line with stunning simplicity.

Vendors showed off their latest offerings, including the all-new 12v Dashboard, the Habanero Cordless Heating Tool and much more.

Volume 53 Issue 11

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

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mobile electronics association

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

FEATURES

ARTICLES

12// What’s Happening: Join Us in the Front Row

18 Retail News

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

Attendees of KnowledgeFest Indianapolis enjoyed a casual setting with plenty of time for conversation, both in the classroom and on the show floor.

54 Installs

Tony Frangiosa, Chairman of the Board, MEA

58 From the President

Ad Index

22// On the Show Floor: Mingling in Indy

DEPARTMENTS

This year’s KnowledgeFest Indy led to many one-on-one connections on the show floor.

28// Real World Retail: No Stone Unturned

4 Editor’s Forum 6 Feedback ON THE COVER:

Distinctive Car Toyz has built its business from the ground up and expanded to offer everything from new cars to custom stereo systems.

38// Learning From Leaders: Setting Sights on 75

Mid-State Distributing is preparing to mark a major milestone, with Jeff Hedden as the leader of this family-owned business.

42// Strategy & Tactics: 10 Tips for Marine Audio

Learn tips on everything from what to charge to which supplies and tools are best for the job.

48// Tech Today: ADAS Certification

What’s the Vision Zero Automotive Network Certification, and why should you pursue it?

2 Mobile Electronics November 2021

Cover Design: Ana Ramirez James Lin and his team at Distinctive Car Toyz in Egg Harbor, New Jersey haven’t allowed a single setback to stop them. When a client wants something special, the team finds a way.

And instead of settling for something less or letting COVID-19 interrupt their plans, Lin and his shop foreman managed the construction of a new building for the shop—proving that with determination, just about anything is possible.

Alpine Electronics . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 AudioControl. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Car Keys Express. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Escort. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 MEA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Firstech - Compustar. . . . . . . . . . . . . . . . . . . . . . . 59 Harman - JBL. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 InstallerNet. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 JVC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 Kenwood. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Kicker. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 KnowledgeFest -Las Vegas . . . . . . . . . . . . . . . . . 5 KnowledgeFest-Dallas . . . . . . . . . . . . . . . . . . . . . 15 MECP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 Metra Electronics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Sirius XM. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Sony. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 45 SounDigital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36,37 Vais Technology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 Vision Zero. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51

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EDITOR’S FORUM

Tomorrow when you go into your store, look around and remember why you go to work every day. You have the coolest stuff. You know how to make it work. And you know you’ll provide top-tier experiences your customers will always remember.

A FINE HERITAGE love what you do. do what you love.

Here at Mobile Electronics magazine, we like to look back and reflect on what started out as Installation News back in 1983. The magazine has endured many changes, as well. We’ve continued to do our best to identify issues and opportunities that benefit our readers, and provide you with content to help you improve your businesses.

We aim to provide top-tier resources For me, as an avid reader of our publication, the magazine has been my best resource for identifying business trends and gaining access to the ins and outs of what’s going on and how I can best take advantage of it. Mobile Electronics has had the privilege of some great editorial from many subject matter experts. In this spirit, we would like to thank all of you who’ve contributed your unique talents and understanding to make the magazine what it is today.

Take a moment to remember why you go to work every day With great sound installed, we must also focus on the addition of Advanced Driver Assistance Systems (ADAS), which allow consumers to have a safe and informed driving experience. Every client should be provided the full experience when they walk in your store, so they know what the industry has to offer. Even if they don’t buy an entire package, they’ll share their experience with others.

The industry offers some of the best products to make driving a safe, enjoyable and great-sounding experience. This experience can only be found at a local mobile electronics retailer. Tomorrow, when you go into your store, look around and remember why you go to work every day. You have the coolest stuff. You know how to make it work. And you know you’ll provide top-tier experiences your customers will always remember.

4 Mobile Electronics November 2021

Let’s celebrate our Industry Awards nominees All of us have a story about how we got into the industry. A good understanding of our past offers an educated view of the future. This year, we focus on those leading our industry at all levels. For the next couple of months, we’ll take a look at our Industry Awards nominees as they define what success means to them and their businesses.

While opinions vary, and everyone will have a different perspective on the future of our industry post-pandemic, we’ll all learn something from their insights. But before we look toward the future, let’s take a moment to relish in our past.

Providing consumers with the “wow” factor From Gershwin to Lawrence Welk and Patsy Kline on the radio or turntable, to Pink Floyd and Led Zeppelin on Quadraphonic eighttrack, to ABBA and Cheap Trick on cassette, to Michael Jackson and U2 on CD, music has been part of our driving lives ever since we began incorporating technologies into our cars.

Today, we have access to all of our favorites on our Smartphones.

We are privileged to have so many choices as consumers. Within the industry, we continue to find solutions that provide a great-sounding experience our customers.

The mission starts at the front door of every retailer, where we must take the opportunity to provide an experience with a “wow” factor, showing them what’s available. As professionals, we can provide what it takes to turn the driving experience into something that’s safe and sounds great.

At a time when consumers are settling for “good enough” sound, we can open the door to a better, more fulfilling experience.

 feedback

Find Solutions, Set Goals What are some basic ways retailers can stay on track? Professionals share about using challenges to the business’s advantage, providing consumers with education and resources, and more.

6 Mobile Electronics November 2021

“It’s important to set your goals, keep track of them and make sure you’re trying to achieve those goals.”

Joe Winkler, Street Sounds Car & Marine Audio, Hendersonville, Tenn.

“We were deemed an essential business [during the start of the pandemic] because we offer ignition interlock devices. We made the transition to a locked showroom. All the extra cleaning practices, steering wheel and shifter covers, wiping down everything before and after the project—that added a lot of time to each job, but it was something we could offer our clients because we told them we’d do everything for their safety and ours. We posted a few photos on Facebook of our safety procedures, and walked our customers through them. We were up in the air when it came to whether or not we’d be deemed essential at first. We used it to our benefit.” CJ Barnhart, Solar Pro Tint n Tunes, Warrensburg, Mo.

“Just know your product. People can [tell if you’re making it up] so just tell them straight. And if you don’t know, ‘phone a friend.’ At the end of the day, you’ll still look like the expert.”

Mike Hungerford, KarTele Mobile Electronics, Waterbury, Conn.

“We sell mobile electronics solutions, and I’m good at finding solutions. It’s very natural to me. Half the time I’m just having a conversation, but I’m still selling in the process. At the end of the day, the customer says, ‘That sounds good. We’ll do that.’”

Josh Mojica, GM-GNC Customs, Goshen, Ind.

 stats

Mobile Electronics Industry Performance The Mobile Electronics Association reports specialty retailer performance for the past three years and its forecast for the fourth quarter and coming year.

8 Mobile Electronics November 2021

TM

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.

Mobile Electronics® • info@mobile-electronics.com • 800-949-6372

 helpful stuff

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 What’s Happening

Join Us in the Front Row Attendees of KnowledgeFest Indianapolis enjoyed a casual setting with plenty of time for conversation, both in the classroom and on the show floor.

WORDS BY ROSA SOPHIA

The industry returned to KnowledgeFest in-person for the second time since the beginning of the pandemic. Attendees reported a much more casual atmosphere at the show. Jeremiah Mojica of GNC Customs in Goshen, Ind. said it exceeded his expectations, considering the circumstances.

12 Mobile Electronics November 2021

“It was a bit more intimate so you could spend more time talking to people,” he said, adding that it was also easier to get one-on-one time discussing new products and opportunities with vendors.

Jeremiah’s brother, Josh Mojica, also attended, and said that he had a chance to speak with Steve Jergensen of Race

Sport Lighting: “We could actually sit down and talk, and it was a calmer pace than normal,” he explained. “It was nice to be laidback and really have conversations with people, especially since I haven’t seen anyone in two years.”

Josh said he goes to KnowledgeFest with a list of things he wants to

Join Us in the Front Row

accomplish: “I like to ask questions oneon-one, face to face,” he said, adding, “It’s easier than over the phone where that personal touch is lost.”

Introducing New Retail Software to Expedite the Sale Launching for the first time on the show floor was The 12v Dashboard, which David Hampson refers to as a “one-stop lookup tool for all things 12-volt.”

The platform has over five million data points and is meant to increase the accessibility of information to help retailers close sales. David Hampson is the general manager of Stereo West Autotoys in Omaha, Nebraska, and his father, Brian Hampson, is the owner of the two-location business.

“My father has been working on the Dashboard for about 10 years, gathering information and creating the back end,”

he said. Impressively, his father developed it completely from the ground up.

“We’ve been using it at our store and testing it first before we sent it out to other people to use. I think it’s where it needs to be now. We don’t use anything else at our business.”

The dashboard consolidates information into one convenient source, meaning the salesperson doesn’t have to try to remember which resource had which part. For example, a shop might need a specific backup camera for a specific car: “If the one guy who remembers where you got it isn’t there, it’s a lost sale. Also, some websites have the wrong information. You order the kit and it doesn’t work, and now you’re stuck with parts that will sit for years,” Hampson said, adding that Stereo West Autotoys has parts that have been sitting for as long as eight years, simply because they were purchased for a very specific vehicle, but they turned out to be incorrect.

The 12v Dashboard, he explained, is both a cost-saver and a time-saver, avoiding such predicaments. The company’s booth on the show floor at KnowledgeFest was busy, with lots of attendees stopping by for more information.

Joe Winkler, the manager of the Hendersonville, Tenn. location of Street Sounds Car & Marine Audio was one of the booth’s visitors. “We’re looking into The 12v Dashboard for what we do, and we’re trying to decide if we want to use it at both our locations,” he said. “I think the program will be very beneficial.”

The intention is to make retail stores more profitable, Hampson said, especially at a time when Internet sales are so popular. “Brick-and-mortar businesses need every advantage they can possibly get to be a knowledge powerhouse in the industry,” he added.

While MESA does offer something similar to its members, Hampson said The 12v Dashboard has different data points, and most importantly, it’s open to everyone—making it a unique offering.

Opportunities to Connect With Instructors Students in each of the workshop classrooms were welcomed to the front of the room where interactive conversations took place on a variety of topics, such as business management, accounting and tech and fabrication.

Winkler said he enjoyed a refresh on

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 What’s Happening

topics he hasn’t considered in a while. He attended the show with the owner of the two-store business, Eric Burton, and they focused mainly on sales and management workshops.

“This year seemed a little small, but we expected that because of COVID. I’ve been in the industry for 40 years,” he said, “and over the years, you tend to put things in the back of your mind. You know it’s there and you use it when you need it, but you don’t think about it.”

Winkler sat in on Kevin Hallinan’s sales training, adding, “He reengaged a lot of things I’ve learned over the years, and reinforced that information.”

He also attended Industry Best Practices for Marine Installation, a class led

by Brandon Green of The Car Audio Shop, Luke Fidler of Audio Expert Car & Marine and Adam Devine of Devine Concepts. “I really enjoyed that training,” he added.

The speakers, he felt, did a phenomenal job. “Vincent DeStefano was very energetic and knowledgeable, and so well-directed in his approach.” Winkler noted he hasn’t been to a show in years,

14 Mobile Electronics November 2021

and returning to KnowledgeFest was a good opportunity to realign his focus.

Josh Mojica said he enjoyed Salim Kassouf’s classes on finances—Financial Controls: Switching Gears From Spinning Wheels, and Business Controls: How Strong is Your Foundation? “He challenged us, but he didn’t go so deep that it was over my head,” he said. “We learned we need an accountant at the shop.

We have a bookkeeper, but we need an accountant. My brother and I sat in the class together and realized, ‘He’s talking about us.’”

The family business, he said, has a bit of an unusual approach in that all members of the staff are able to handle any department and each of them have managerial roles. The only reason Josh is a general manager, he noted, is because “it’s self-given. I’m the oldest of the three brothers.” Josh Mojica handles the administrative side, while his father takes care of payroll. “We’re also technicians and we do sales.”

He added that he always brings pertinent information back to the shop after KnowledgeFest. The team has been

attending since 2012. “A lot of it comes down to motivation,” he said, adding that an extraordinarily busy year has meant nearly reaching the verge of burnout. But for Josh and his brothers, the event rejuvenates them. “KnowledgeFest refuels the fire—reminds us why we do this, and tells us we aren’t alone.”

Fueling the Industry During Unprecedented Growth There was a time when 12-volt professionals might’ve predicted a downturn in sales. Instead, shops are busier than ever.

Josh Mojica said GNC Customs has been so busy that cars don’t fit in the bays, and there aren’t enough employees to help the customers. “Pre-COVID, I spent about three to five hours a week doing orders and inventory,” he said. “Right now, on a busy week when I’m ordering things, it’s at least ten hours. And I’m still the remote start tech here. This is my busy season.”

He added he’s not sure why it’s as busy as it is. “There’re only four of us, so we can only handle so many cars.” On a busy day, the team will work on 10 cars. On an

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 What’s Happening average day, they work on about five.

While at KnowledgeFest, GNC Customs incorporated VAIS Technology’s SEER into its product offerings, along with the Car Keys Express box, which can be easily displayed on a store counter. “I walked out with one of those machines under my arm,” he said. “I’m trying to get it set up now.”

Jeremiah Mojica said he went to KnowledgeFest with the intention of altering his mindset. “I want to [figure out] how I can better represent our company and myself in my own position,” he said. “I’ve been an installer all this time, and a fabricator, but at the same time I’ve taken the back seat. I need to step up and take more managerial and owner responsibilities.”

He added he wants to help run the day-to-day and better understand the numbers. He wants to learn as much as he can. “Because we’re a family business, I don’t have to deal with that now, but there may come a point where I’ll have to.”

Jeremiah recommended the book Start With Why for anyone looking to expand their professional and personal mindset: “It was given to me by one of my clients a while back. It asks, ‘What’s the why in your life? Why do you go to work?’ A paycheck is what you get from working, but it isn’t why you work,” he explained.

“When I deliver a car that I put a lot of work into, I have a happy client. To me, that’s the fun of it. That’s my why. I want to make people happy with what I can produce with my hands.”

Change is on the horizon for GNC Customs. Josh Mojica noted the business has reached a transitional point. The brothers’ parents are looking toward retirement, and the next step will be figuring out the logistics.

“We’re looking at how to manage it so it’s win-win for everyone,” Josh said. “We spoke with an accountant in May, and I hope we’re able to work with her going forward, so we can do things differently. I want to do things right.”

16 Mobile Electronics November 2021

For Joe Winkler, manager at Street Sounds Car & Marine Audio, Kevin Hallinan’s sales trainings were a much-needed refresher on techniques and strategies he said he doesn’t always keep top-of-mind.

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WORDS BY LAURA KEMMERER

KarTele Mobile Electronics Marks First-Time Win of Local Award KarTele Mobile Electronics, based in Waterbury, Conn., recently celebrated its first-time win in the Automotive category for the Best of Waterbury awards. According to shop owner Mike Hungerford, votes were overwhelmingly in their favor for the category. When asked about what the shop had done differently this year that might have contributed to the win, Hungerford named two key elements: the shop remodel and unparalleled dedication to customer service.

KarTele specializes in newer midgrade vehicles, according to Hungerford, ranging from brand-new to 10-year-old cars like Hondas and Toyotas. The bulk of

18 Mobile Electronics November 2021

KarTele’s work is also in remote starts, as well as OEM integration. Hungerford emphasized that the team is able to keep the factory appearance while making the entire system sound much better.

As of this writing, Hungerford noted that they plan to celebrate the win with an online post thanking customers for voting for them, as well as running deals for a few weeks. There are also plans a walk-in special, with snacks and drinks for everyone who attends.

Moreover, KarTele has been involved with charitable events, such as donating remote starts for raffle prizes, to help support the local community. “[Recently],

in Naugatuck, there was a walk for Mission 22, a nonprofit that brings awareness to veteran suicide,” Hungerford said.

“We went down and raffled off a $700 Compustar remote starter, and then all the ticket sales at the end, we donated to Mission 22.”

KarTele also donates to a local hockey team’s fundraiser which focuses on Livestrong, a non-profit supporting those affected by cancer. During the month of October, the business took part in Pawtober Fest, which is a local initiative to help find suitable homes for dogs. The event helped support the Wolcott Dog Pound. Visitors enjoyed food, live music,

Car-Tunes, Inc. Installs Wi-Fi on Bus Fleet, Expands Product Offerings

raffle prizes and the chance to meet dogs available for adoption. For the event, KarTele offered “winter care” packages for two lucky winners, which included a gift certificate for a remote start.

“We’ve [also] recently signed on a new employee, Chris Savard,” Hungerford said. “He’s been a huge asset since coming on board, and was a huge help interacting with people at the benefit we just attended. Now that I have a solid installer available, it lets me work on the business and concentrate on expanding into new areas.”

Taking on challenging projects, expanding product offerings and knowing when it’s time to support an employee’s decision to leave are all essential parts of running a healthy business.

Car-Tunes, Inc. recently took on the challenge of installing Wi-Fi on a fleet of school buses, while also expanding their product offerings to better cater to customers. Additionally, Car-Tunes recently said farewell to Kristen Trainer, a part-time sales associate and daughter of shop owner Kimberly Trainer, as she was recently accepted into medical school.

The sizeable bus project, which gained some traction on social media, was intended to provide students with Internet access during away games and other opportunities during which they might need the support. Since school buses are so large, the business had to have the 10 buses brought one each day, resulting in a 10-day window until completion. facebook.com/MobileElectronics 19

 retail news

WHO’S WHO?

Josh Mojica

“It just went over so well,” Trainer said. “It was an interesting project because it was different, and it was something for education which was nice.”

Car-Tunes, Inc., also recently expanded its product offerings to better cater to customer needs, including becoming an authorized Electro-Voice dealer, as well as a Sony Car Audio Mobile ES dealer. When it comes to Sony, Car-Tunes was able to still bring in several pieces from the manufacturer even during the inventory shortage.

“When they debuted their new ES line, [Sony] invited us to become an exclusive ES dealer,” Kimberly said. “We went ahead and got authorized. They were super excited, and they let us know we were going to be the only one in Mississippi to date.

I’m sure there will be others added in the future. We’re really excited to have their product. It’s really premium.”

In turn, Electro-Voice, a company that has been in business for over 90 years, offers a range of products that Car-Tunes has carried in “small doses,” specifically in musical instrument and DJ equipment offerings, according to Trainer. The products have become popular with customers, which helped drive the decision to become an authorized dealer. Now, on top of more commonplace pieces like auditorium speakers, Car-Tunes also carries their subwoofers, along with accessories and stands, among several other appealing extras to support the whole line.

Kristen Trainer, who previously acquired her Bachelor of Science degree in Chemistry with a minor in Business from Mississippi College, has spent some years working in sales for Car-Tunes. She also provided support in an administrative capacity for the business. Both Kimberly Trainer and the business wish her the best of luck in her new venture to become an optometrist.

20 Mobile Electronics November 2021

Shop: GM-GNC Customs Location: Goshen, Ind. Years of Industry Experience: 20-plus Hobbies: “We like to go camping. I’m a family man, and I love spending time with my wife and kids. I’ve been married 16 years and celebrated my anniversary at KnowledgeFest Indy. We have three children.”

What Your Really Good At: “Customers think they know what they want, but based on the conversation we have, I’m really good at putting a system together and designing what they actually need.”

David Hampson Shop: Stereo West Autotoys Location: Omaha, Neb. Hobbies: “I really like car audio. Even outside of work, I’ll be in my garage working on my car, or helping buddies out with their cars.

That’s most of my life, other than my threeyear-old and my six-year-old kids.”

What Your Really Good At: “I do a really good job with time management at the shop. I try to make sure we aren’t over- or underbooked, and that we have a good amount of jobs on the schedule each day.”

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 on the show floor

22 Mobile Electronics November 2021

This year’s KnowledgeFest Indianapolis had a casual feel, giving retailers and installers more opportunities to make one-on-one connections on the show floor.

Race Sport Lighting GEN4 LED Headlight Kit The Gen 4 headlight kit covers multiple features: An antiglare cup keeps the light in the lens from going into oncoming traffic. The alignment of diodes on the circuit board helps project light. The design also allows for easy adjustment, so if it doesn’t lock in perfectly, the technician can go in through the back, turn the bulb and align the projection. Stranded rope heat sinks allow the bulb to fit into any type of lens. If there isn’t a lot of clearance, the ropes can be bent around the lens so they can fit into any space. Each bulb has 2,600 LUX of light output, which refers to how much light is extended outward (not to be confused with lumens). This is a high-LUX output piece which solves fitment issues. Shipping now.

Car Keys Express “Car Key in a Box” This easy-to-use and easy-to-display box will make purchasing a new key very easy. Simply touch the screen, enter the kind of car you are looking for and the screen will display the keys available for that car. The price is shown, and a customer can click on it if they’re ready to order. Then, it prompts the user to put the key in the top of the box. The key is scanned and information is sent to Car Keys Express so the proper key can be pulled from inventory. It’s then shipped either to the customer or to the retailer. The key only has to be paired to the car. Car Keys Express also makes a programmer called Easy Installer which will pair the key to the car. The program is shipped with the key. “Car Key in a Box” makes it easy for retailers to incorporate a car key service, without having to acquire any other tools.

Ground Zero URANIUM A La Carte Product Line Ground Zero is excited to present the URANIUM line, which is intended to meet the needs of music enthusiasts at an affordable price point. The line was designed in-house from the ground up, and the team views it as a really different approach to their previous offerings. The designers took their favorite technologies from previous speaker lines and combined this into a reinvented product. The amplifiers offer 6-, 4- and 2-channel. The subwoofers offer very articulate sound at 8-, 10- and 12-inch. Ground Zero is also reintroducing a dome midrange in the URANIUM series which is essentially a 40-millimeter tweeter.

 on the show floor

CTK MultiMat Evo and Sandwich Sound Deadening The MultiMat Evo sound deadening—featuring a butyl layer, foam layer and a second butyl layer—isn’t available anywhere else in the United States. The Sandwich sound deadening features a butyl layer of 1.5 millimeters, with a foil layer and foam on top.

Sirius XM Portable Radio This is the first radio Sirius XM is selling in the aftermarket, using the 360 platform which combines satellite radio and Sirius XM’s streaming service into one piece. Users can enjoy all the channels they love, and they can also create their own channels. On-demand listening, all in one device. Currently, the radio doesn’t require any additional subscription and comes with a $50 mail-in rebate for the consumer. This versatile piece can be used in the car, in the home, or it can be incorporated into a boombox.

Sony XAV-AX3200 Media Receiver with WebLink Cast This head unit offers an anti-glare touch screen, a customizable background, Apple CarPlay, Android Auto, satellite radio capability, USB, Bluetooth and an AM/FM tuner. WebLink provides the user with smartphone screen mirroring. The unit is also rear-view camera-ready for safe reversing.

24 Mobile Electronics November 2021

Habanero Cordless Heating Tool Many installers will use the Habanero Cordless Heating Tool as a soldering iron, but it is lighter and has more options. The tool is battery-powered, with quick start-up time, and will get hot within 12 seconds. The user can easily switch tips for many different applications. It can also be used to repair plastic. The kit comes with every tip the technician will need, with a total cost of less than $300. Created by technician Chris Hilbert (pictured) who uses it in his own shop every day.

AudioControl Epicenter “One Million Strong” Limited Edition As of this past August, one million epicenters have been built. To commemorate this milestone, AudioControl has released the “One Million Strong” Limited Edition Epicenter. While a regular Epicenter is powder-coated, the Limited Edition is brushed aluminum black, with a black silk screen. Everything that appears white is laser-etched onto the product.

Traditionally, an Epicenter has a green PC board: The Limited Edition is black with a white silk screen, and all the lighting has been changed from orange and red to blue LEDs. These are individually numbered from zero to 5,000. Every Limited Edition Epicenter comes with a certificate of authenticity and a letter from the CEO of AudioControl. The first batches began shipping in early October.

VAIS Technology SEER Upgrade A 2.0 release of SEER is coming soon. It will include all the current features—such as proximity, keyless access, programmable with eight inputs and 10 outputs—along with a brand-new push-tostart option. It will come with a premade harness that will be installed in the vehicle. Two options will be offered: One button is designed for classic cars, or anything that would be installed into the steering column. The second option is a simple factory-style button that would be installed in the dash.

As part of the system, VAIS Technology will offer a secondary module—an automotive-grade relay pack with nine relays and a transistor, prewired for items such as door locks or sirens. This will allow the installation of any relay in a keyless entry or Jeep application. Additionally, VAIS Technology has partnered with iData, if the user wishes to add an aftermarket steering column.

SounDigital EVO PS Powersports Amplifiers The SounDigital EVO PS line offers the 800.4, 1200.4 and 2000.4, along with an 800.1. They are IP64 rated, with a two-part heat-sink to help with cooling. These amplifiers have been built for powersports, and have seen a number of upgrades. They are well-suited for ATVs, motorcycles and slingshots. The line will continue to evolve in the coming year, with more models on the way. They are available now and have been shipping since March.

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 on the show floor The 12v Dashboard Created by retailers, for retailers: The 12v Dashboard is a platform that professionals can use to look up any vehicle to find all the necessary information on dash kits, wiring harnesses, vehicle integration pieces and much, much more.

Instead of having to reference numerous websites, the salesperson will save time and ensure they find the correct parts.

This is a one-stop reference tool designed to help retailers close sales.

Audiopipe DSP The new Audiopipe DSP is an upgrade from the company’s previous offering.

This unit can be controlled using an app.

The DSP has a battery meter. The user is able to set low and high voltage from their device, so if it drops to the preset, it’ll lower the music by 10 percent and send a notification that the voltage is dropping. It will also lower the sound so it doesn’t drain the battery. And, if necessary, it will shut off to save energy. The idea behind this is that the user may not be paying close enough attention, so the notification offers a reminder to keep the battery from draining. In other processors, the user may hear a “bump” when the system turns on. With this product, Audiopipe has added circuitry that eliminates this issue, and creates a soft start that slowly raises the volume.

Heise Infinite Series Cubes and Lightbar, A-Pillar Lightbar Bracket The Infinite Series cubes and lightbar are RGB lights with a lifetime warranty.

The A-pillar lightbar bracket is heavygauge powder-coated steel. The products can be purchased separately or in pairs, and the light bar is sold separately. The MSRP for the light bar is $553; the cubes are $104 per cube; the bracket is $428.

26 Mobile Electronics November 2021

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real world RETAIL

No Stone Unturned

In the quest to bring every client’s dreams to fruition, Distinctive Car Toyz has built its business from the ground up and expanded to offer everything from new cars to custom stereo systems.

WORDS BY ROSA SOPHIA

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I

n 1993, Distinctive Car Toyz in Egg Harbor, New Jersey, began with a focus on dealership work, offering gold plating and wood dash trims. Owner James Lin started the business out of the trunk of his 1992 Lexus. After two years, he moved into a two-bay garage, then to a larger location.

The business grew substantially before being featured on the cover of Mobile Electronics magazine in 2013.

“Then we found a spot a half a mile away from our last location,” Lin said, noting that they built from the ground up, beginning March 2, 2020, while still running the business out of the old location. “We finished the new building in eight months when everyone said it would take 18. We moved in at the end of December and had our grand opening on January 25, 2021.”

Lin and his shop foreman, Tom Way, managed the project themselves during the COVID-19 shutdown. The business now has a total of 10,000 square feet, with 8,000 for the garage and 2,000 set aside for the showroom. The shop’s hours are nine a.m. to seven p.m., giving those who work until five a chance to pick up their cars in the evening. The staff of 30 includes a shuttle driver who will take customers home or to work after they drop off their vehicles.

The staff, he said, has grown together for the most part.

The shop’s full-time tinter attended the Tint School in Florida.

“When I do the hiring, I tend to recruit what’s out there,” he said. “They come prepared. There isn’t a whole lot of training needed when you hire experienced help.”

The business has a team of specialized technicians: Some handle only wheels and tires, and one technician focuses on vehicle lifts, engine swaps and transmissions. The shop offers an extensive list of services, everything from oil changes to car audio, in an effort to meet clients’ needs.

And while it began by servicing dealerships, Distinctive Car Toyz has become a dealership, as well. Lin said this aspect of the business became very popular about five or six years ago. It began like every other category—with client requests.

From 12-Volt Shop to Car Dealership “We were selling two to three cars a month as a hobby,” he said. “My close friend, an attorney, suggested I get a dealer’s license and helped us apply. Soon, we were a full-blown dealership selling 40 to 50 cars a month. We went from no inventory to 80 to 90 cars. Our business is a little different: We do 12-volt, window tint, wrap, detailing and more. It’s a rare combination.”

The shop has a good relationship with other local businesses, facebook.com/MobileElectronics 29

real world RETAIL

FAST FACTS MAIN LOCATION:

EGG HARBOR TOWNSHIP, NJ NUMBER OF LOCATIONS:

ONE

SQUARE FOOTAGE:

10,000 TYPE:

TRADITIONAL RETAIL NUMBER OF EMPLOYEES:

30

MAIN FOCUS 25% AUTOMOTIVE REPAIR, ENGINE SWAP, WHEELS AND TIRES 17% WINDOW TINT 15% CUSTOM STEREO, LIGHTING, TRUCK AND JEEP ACCESSORIES 15% REMOTE START 10% DETAILING AND CERAMIC PRO 10% MISCELLANEOUS 8% VINYL WRAP KEY STAFF OWNER: JAMES LIN STORE MANAGER: ERIC LASKOWSKY SHOP FOREMAN: TOM WAY PRODUCT SPECIALIST: CHING LEE

and utilizes this network to help clients find what they’re looking for. “We still work with other dealerships, and we help each other,” Lin explained. “We have a strong relationship with other brands. If you want a Range Rover locally, you have to drive an hour. A client will call and say, ‘James, I want a Range Rover Sport, black,’ and we get to work.”

The staff will make the call, find the right vehicle and take in the customer’s trade, whether it’s a $200,000 dollar car, or one that’s worth a couple thousand. “Regular cars to exotic cars—we can handle all of it,” he added. “This is all done through text. And we’ve sold cars to people we’ve never even met.”

The shop can offer what regular dealerships ordinarily can’t, which means other local dealerships still turn to Distinctive

30 Mobile Electronics November 2021

Car Toyz for solutions they can’t address.

“They’ll sublet to shops like ours for remote start, window tint, Apple CarPlay and more,” Lin said. “We also have our own mechanics, and we’re reconditioning cars from start to finish for dealerships.

We have a detail department, window tint, vehicle wrap, 12-volt, mechanical, wheel alignments—and now we can buy vehicles.”

On display in front of the business are six to 10 Jeeps with lift kits. After the new building opened, more traffic flooded to the shop because people saw the vehicles on display. “Other dealerships just can’t do some of the things we do,” Lin added.

Redefining Customer Service Bringing dreams to fruition is a focus for the team, who will go as far as they

have to in order to meet a client’s needs.

There have been times, though, where issues have occurred and Lin acted quickly with creative problem solving to ensure a positive result. He described a situation in which an employee got into an accident with a client’s BMW. Lin’s first move was to contact the dealer and find an identical car. “I called the customer and said, ‘I have good news and bad news.’ The customer had brought us the car for window tinting and a bunch of other stuff.” He made sure to tell the customer it wouldn’t cost him anything. He’d found the same exact vehicle for him. When it turned out the original vehicle had been a leased car, Lin and the client made a deal: “I picked up six months of payments.” The whole incident cost him $10,000. “You keep a customer

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real world RETAIL

The Evolving Showroom Around 20 years ago, the business followed old retail methods of stacking boxes in the showroom. “It had a very cluttered look,” he said. Today, the clean and organized appearance draws in customers. “That’s what people want to see now.” The shop focuses on selling the services it offers and its own brand.

Clients tend to go with the recommendations of the salespeople.

Jody Culbertson of 5 Axis Innovations recently worked with the business to revamp the showroom. “He took our displays to another level of selling,” Lin said. “We never sold so much Dynamat before. Now we have speakers demonstrating what it sounds like with it and without it. People will spend the extra money [when they hear the difference].”

Early on in his career, Lin said it was hard building relationships with reps and distributors. Because the business was new, reps didn’t always take a chance on it. “Once, I had a rep come in and say to me, ‘I’m sorry I didn’t pick you.’ He admitted he looked away from us because we were so small when we got started,” Lin said. “You have to believe in people. Now, we’re the biggest game in town.” Some of the shop’s most popular products include remote start and backup cameras. Add-ons like heated seats are also popular. But, in the end, clients come in for the personalized service.

The showroom has about 60 to 70 wheels on display, as well, along with a sound board to show off new touch screen units. Lin feels the showroom reflects the current trend in the industry toward integration. “Our showroom is like an Apple store—clean and simple,” he said, adding, “We are the brand.”

32 Mobile Electronics November 2021

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A LEGACY O F

T U N I N G

E X C E L L E N C E

PXE-0850X

PXE-X09

“Alpine’s processors have the power to create a fully active system on a budget, providing a high level of performance at unheard price points.”

- Zach A. from Palm City, FL

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real world RETAIL happy,” he said. “He could see how far I would go to fix the problem.”

The team will pick up cars wherever they happen to be, and also owns three loaner vehicles that clients can use.

Unlike many other shops, Distinctive Car Toyz will also install product purchased elsewhere—although the staff will make it clear to the client that they’re unable to guarantee the quality of the equipment.

The business feels for people who are turned away from other shops after purchasing their own product.

For example, Lin said he’s had customers who only wanted their vehicle’s dealership to touch their car. Assuming the dealership would do any work they asked, they would bring them a remote start and ask them to install it.

“They’ll get turned down. The dealer will say they either don’t install remote starts, or they don’t install [equipment that wasn’t purchased from them]. It’s not our product, so if it doesn’t work at the end of the installation, they’re still liable for the installation,” Lin explained.

“If it doesn’t work the following week, I’ll do a courtesy check. They might need a new unit.”

He added that the staff will look at the product and let the customer know if they feel there might be an issue. “If there are missing parts, you’re paying us to get it. We aren’t going to wait for the client to order it,” he said, adding that the shop’s labor rate is $125 per hour. “If we bring the car in and find the products [they bought] aren’t compatible, they still pay us the labor rate and they leave knowing

34 Mobile Electronics November 2021

they got screwed buying online. They leave understanding they should buy from a store instead of on the Internet.”

If there’s something the shop can’t do, they still help the customer accomplish their goals. For example, if a car needs body work, the business has a good relationship with a local body shop, and they’ll send it over.

Greater Opportunity Through Business Diversification Lin said the one-stop-shop approach makes it easier and more efficient for the customer, who doesn’t necessarily have the time to go to multiple places for various services. “Once they’re in, they’ll want to buy something else. A lot of times they’ll come in and say, ‘I didn’t know you did this. Can we do that, too?’”

Because clients are often so happy with what Distinctive Car Toyz is willing to do for them, they’ll often add-on products or services, increasing the size of the ticket.

“Someone will come in for a window tint. They’ll say, ‘Let me get a detail, too.’

When you give them knowledge of what a ceramic pro treatment is, that’s another $2,000. All of these are just add-ons.”

Additionally, Lin said, clients will find out the shop also has automotive repair technicians, and they’ll request an oil change. While the oil is being changed, the technicians might realize the client is due for new tires. “When they get tires,” Lin added, “they might say, ‘I was thinking about getting rims,’ so they’ll do that, too.”

This leads to an alignment, which can

Diversified Marketing While ensuring a widely diversified list of product offerings, the business is also diversified in its approach to marketing—targeting any and all outlets that will reach its customer base. Lin said the staff boosts posts on Facebook mainly on holidays, and throughout the year pays close attention to what people seem most interested in.

“When I took a photo of a kid standing next to his dad’s car, that got more likes than just posting a photo of a Jeep,” he said. “It’s not just about fancy cars, either. People want to know we can service their everyday vehicles.”

Lin also writes his own radio advertisements, focusing on a catchy “real talk” tone. “At Christmastime, we take over the whole 50-mile radius in newspaper and radio ads. The radio ads are all day, two spots per hour, every day. I probably spend about $45,000 just doing Black Friday and Christmas advertising,” he said.

During the beginning of the COVID19 pandemic, the shop went forward with planning holiday sales, but added something new: They incorporated online sales for Christmas just in case people were unable to come into the store. Additionally, Lin said he stuck to the same advertising budget, acting as if the pandemic had never happened.

“It was another great hit. People bought online, and then we’d mail them the gift certificate.” Online sales targeted everything from detailing to remote start. Then, the job would be scheduled.

“They just wanted a gift certificate or a box ready for the holidays. This way, they didn’t have to come in if they were concerned about COVID.”

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Distinctive Car Toyz Saves the Day

also lead to other repairs, such as a brake job. “Or they’ll want to add a radio.” Lin noted it’s akin to going into the grocery store for a pack of gum and leaving with a full grocery bag.

“When they see what else we can do for them—lighting, running boards and more—it can go up to a $50,000 build before they leave.”

Often, clients come in with an older vehicle and see a truck or a Jeep in the lot that they’d rather have. “We can take their truck as a trade-in and they can buy the one they like. People come in intending to get wheels and tires, and they end up leaving with a new vehicle.”

Cultivating a Positive Mindset The future will bring further expansion, according to Lin, who said he recently purchased more land across the street which will be turned into a parking lot. The lot will create enough space for 50 or 60 more cars.

“We’re also building a single-bay car wash so every car that’s serviced will get a quick wash,” he said. Additionally, a small house next door will be converted into an administrative office and employee parking will be installed. Lin said the only delays he might foresee would be caused

by COVID-19, or the current market.

There’s always more on the horizon. Next, he added, the team wants to get involved in outfitting police cars.

“We’ve already worked on some, but there’s a high demand and there aren’t

enough shops that do it,” he said. “If we can capture a small amount, it’s another category we can offer.”

Lin acknowledged that diversification of business offerings might be a good way of preparing for potential economic slumps, while he cautioned against having a negative mindset. “You weren’t thinking about it when everything was booming. You panicked. But this can’t last forever,” he said, adding that during the first year of the pandemic, Distinctive Car Toyz saw a spike in revenue, including car sales.

Additionally, he said, he’s glad they went ahead with building construction despite being advised not to: “The prices increased after we finished. We would’ve had to pay more to build if we waited.

The old shop was cramped and the guys were working outside. Now, people are coming in looking for a job. Before, they were running away.”

Harkening back to the 1992 Lexus in which everything started, Lin said that although he no longer has the original car, he found the same year and color vehicle and bought it for himself a few years ago. He plans to display it in front of the shop as a conversation piece: When people ask about it, they’ll hear the origin story of Distinctive Car Toyz.

“It’s the story behind the business.

Everyone knows everyone around here,” Lin said, adding, “It’s a small town. When they see you grow—building a business from nothing—they really appreciate it.”

Lin recalled a brand new Rolls Royce Cullinan that wound up at the shop because the dealership found themselves unable to handle it within the client’s anticipated timeframe. The vehicle had been stolen and recovered, but the thieves had ripped things apart.

“They broke panels and wiring,” Lin said, adding that the damage meant the star headliner no longer worked. The client was told a certified Rolls Royce technician would have to be flown in, and the parts weren’t available. The client waited without his car for five weeks.

“I said I would pick it up and fix it.

We got the call on a Friday. I sent a tow truck to get the car. We fixed it in three days. Once we were done fixing it, we took it on a trade and sold the customer a 1967 Ford Mustang because that’s what he really wanted. We still made a decent margin fixing everything,” Lin said, adding, “It was done and the customer was happy.”

Over the years, he said, the team has certainly “managed to exceed any limits” in terms of what they’re able to accomplish. “Seeing the reward at the end—for example, to take a strippedout Jeep and build every part and put it together—it’s a proud moment. We can say, ‘Hey, we built that.’”

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real world RETAIL

16 00.1

7.1 in

5.3 in

1

2

P OWE R @ 4Ω: 1 X 6 97 WR M S

P OWE R @ 4Ω: 1 X 1056 WR M S

P OWE R @ 2Ω: 1 X 1056 WR M S

P OWE R @ 2Ω: 1 X 16 00 WR M S

P OWE R @ 1Ω: 1 X 16 00 WR M S

P OWE R @ 1Ω: 1 X N /A

O P E R ATI N G VO LTAG E: 8V – 16V

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): 62A

C U R R E NT D R AW (M U S I C): 62A

C U R R E NT D R AW (MA X): 125A

C U R R E NT D R AW (MA X): 125A

R E C O M M E N D E D F U S E (M U S I C): 70A

R E C O M M E N D E D F U S E (M U S I C): 70A

TOTAL E F F I C I E N CY: 8 9%

TOTAL E F F I C I E N CY: 8 9%

DAM P I N G FACTO R: >2000

DAM P I N G FACTO R: >2000

F R E Q U E N CY R E S P O N S E (-3dB): 5Hz – 25kHz

F R E Q U E N CY R E S P O N S E (-3dB): 5Hz – 25kHz

S N R: 94dB

S N R: 94dB

C R O S S OVE R LP F: 50Hz - 500Hz

C R O S S OVE R LP F: 50Hz - 500Hz

S U B S O N I C: 5Hz - 3 0Hz

S U B S O N I C: 5Hz - 3 0Hz

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

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

TECHNOLOGY VA S - V I B R AT I O N

DT M - DY N A M I C

U LT R A

A B S O R P T I O N SYS T E M

THERMAL MANAGEMENT

C O M PA C T P C B

MASSIVE

36 Mobile Electronics November C O N N2021 E C TO R S

L O W B AT T E R Y CONSUMPTION

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3 000.1

9 in

5.3 in

1

2

P OWE R @ 4Ω: 1 X 13 07 WR M S

P OWE R @ 4Ω: 1 X 19 8 0 WR M S

P OWE R @ 2Ω: 1 X 19 8 0 WR M S

P OWE R @ 2Ω: 1 X 3 000 WR M S

P OWE R @ 1Ω: 1 X 3 000 WR M S

P OWE R @ 1Ω: 1 X N /A

O P E R ATI N G VO LTAG E: 8V – 16V

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): 121A

C U R R E NT D R AW (M U S I C): 121A

C U R R E NT D R AW (MA X): 242A

C U R R E NT D R AW (MA X): 242A

R E C O M M E N D E D F U S E (M U S I C): 140A

R E C O M M E N D E D F U S E (M U S I C): 140A

TOTAL E F F I C I E N CY: 8 6%

TOTAL E F F I C I E N CY: 8 6%

DAM P I N G FACTO R: >2000

DAM P I N G FACTO R: > 2000

F R E Q U E N CY R E S P O N S E (-3dB): 5Hz – 25kHz

F R E Q U E N CY R E S P O N S E (-3dB): 5Hz – 25kHz

S N R: 9 0dB

S N R: 9 0dB

C R O S S OVE R LP F: 50Hz - 500Hz

C R O S S OVE R LP F: 50Hz - 500Hz

S U B S O N I C: 5Hz - 3 0Hz

S U B S O N I C: 5Hz - 3 0Hz

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

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

CTA-200 6 C O M P LIANT

facebook.com/MobileElectronics 37 SOUNDIGITALUSA

SOUNDIGITALUSA

YOUR MUSIC. YOUR POWER.

 Learning From Leaders

Setting Sights on 75

Mid-State Distributing is preparing to mark a major milestone, with Jeff Hedden as the leader of this family-owned business.

WORDS BY JAMIE SORCHER

D

ue to an entrepreneurial lineage in his family, Jeff Hedden was a lock as the next leader of his family’s business: Des Moines-based Mid-State Distributing.

Founded in 1948 as a distributor of consumer electronics and associated service parts, it was purchased in 1987 by the Hedden family and today provides its independent dealer network with constantly evolving consumer electronics and appliances.

“My grandfather and my great-grandfather had dry cleaning plants they started on their own,” Hedden said. “My grandfather on the other side of the family ran his own trucking dealership. Everyone has been entrepreneurial. It’s definitely part of who we are as a family. I couldn’t see myself working for a Wells Fargo in a cubicle. I’m not the kind of person who likes to sit still very long.”

38 Mobile Electronics November 2021

After graduating from Iowa State with a double major in graphic design and marketing, Hedden could have pursued a number of career opportunities, but the timing was right to step into a role at Mid-State that began with negotiating the acquisition of RTI. “I always helped out with acquisitions,” Hedden said, adding that when the opportunity arose to bring in RTI in 2005, he was the only one of his family members associated with Mid-State who had a background in mobile electronics.

Because of his knowledge in car audio, and his past experiences helping with other company acquisitions, he helped complete the deal. “It was going to be a temporary, but I absolutely love the business so I stayed.”

Hedden started the mobile audio division with the RTI acquisition, but it wasn’t the first time 12-volt was part of

the offerings at Mid-State. “We were in mobile long before 2005,” he explained.

“At one point, we were doing mobile audio and we were also a warranty service station for GM and Chrysler-Ford, but when that business closed down, we exited mobile in the late 90s.”

Expansion Creates Room for Continued Growth Three years ago, Mid-State made another key acquisition with the purchase of AM Distributors based in Chicago. A total renovation of the facility was recently completed, and Hedden said the office is officially open.

“The acquisition came about because the owner, George McGoldrick, was looking to retire,” he said. “We were looking to expand into that market anyway. so it worked well for both of us. We were in their facility renting 9,700 square feet

Setting sights on 75

from them. We moved around the corner so we’re just a block away now in a facility that we purchased and it’s 21,000 square feet.”

The entire front office was renovated, which Hedden said was a three-monthlong undertaking. The building, he added, is a great place for the company to grow, as there’s additional space available if the offices need to be expanded.

Mid-State also has multiple stocking warehouse locations to support its dealer partners in the Des Moines, Iowa headquarters: Fargo, North Dakota; Omaha, Nebraska; and Menomonee Falls, Wisconsin.

The multiple locations have proven invaluable during the pandemic. “The biggest thing we relied on is having enough space in enough places,” Hedden said. “We have five offices to cover our territory. Plenty of people think we could do it with two or three, but we found that having the additional space and different places has been essential for keeping a decent amount of inventory on hand and then maybe stocking or ordering heavier when we can.”

There’s always a place to put product, he added, though anything 12-volt related that’s stocked is often going right back

out again. Which, Hedden said, “is the same for many other industries.”

Clear Communication Even More Essential During Shipping Delays The company’s territory—spanning as far west as Utah and as far east as Indiana—is a wide swath to manage. It’s a big footprint, Hedden said, adding that they cover the mountain states, MINK states, the Dakotas, Minnesota and Wisconsin as well.

“We try to do the best we can on shipping, which is the big struggle these days,” he said, adding that it’s most important to keep dealers updated. If they find out about shipping delays via UPS, for example, Hedden said they spend a lot of time communicating the details to dealers, which helps them with planning.

“If one of our dealers is working on a car and waiting on a product from Mid-State and they know it’s going to take three days instead of one, they at least have an idea of how to schedule so they the product when they need it,” he explained.

Effective communication is how Mid-State managed throughout the difficulties of the past two years. “We spent a ton of time during the beginning of

COVID-19 to get things figured out,” he added. This involved a conference call every Sunday to figure out the rules in each state for each week, he said. “We had to persevere through it. Thankfully, we’ve had some great partners who have come through for us—getting us product when we need it.”

Like many companies that relied largely on in-person sales calls, Mid-State had to fall back on phone calls to connect with dealers. Now, the company’s salespeople are in the field once again.

“Typically, they were on the road four days a week, but as we ramp up, they’re getting out two to three days a week,” he said. “Overnights in hotel rooms are up to each salesperson depending on their comfort level. As we come out of COVID, we’ll go back to four days on the road and one day in the office.”

Most of the team, especially those in the car audio division, have owned their own stores, run the bay or managed an individual location, according to Hedden.

“Every one of our salespeople has experience in the industry,” he said.

“We’re not hiring a new sales guy and teaching him car audio: We’re taking a car audio specialist and making them more of a salesperson than they already were.”

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 Learning From Leaders adding, “The dealers seem to appreciate it.”

Building Quality Relationships Ensures Longevity Hedden said that product quality and exclusivity are two of the most important considerations when choosing to work with a vendor. “We want a line where we can somewhat control our destiny, at least in our territory,” he said. “And we want to be sure that it isn’t going to get destroyed online so that our retailers can actually make a profit on it.”

Having the right mix of vendors is the backbone for getting business done. The company has a long-standing relationship with DB Research, for example, which Hedden said has been one of the most consistent partners over the years. MidState will be doing some expansions with them. Their family of brands includes Euphoria, Quantum Audio, Hypnotic, DB Link and Lighting Solutions.

“Things like that really help us,” Hedden added. “I would rather be more

40 Mobile Electronics November 2021

important to fewer people than an addon, or a run-along, to a lot of people.”

Hedden recalled some very product meetings at the recent SEMA show. He hasn’t decided whether or not he’ll be at CES in Las Vegas in January.

Looking ahead, Mid-State is tentatively putting plans in place for its first post-COVID dealer show next spring, which Hedden hopes will bring people back into the company’s buildings again. “We like to invite all our manufacturers, and everyone has a booth,” he said. “It’s like a mini-tradeshow we set up in our warehouse.”

In past years, the show has received great feedback from retailers, who enjoy face-to-face interactions with vendors. Hedden said local businesses get to come and learn about new products without closing their stores and budgeting for time and travel. “It’s an add-on we’ve always done,” he said,

Planning a Year of Celebration in Honor of the 75th Anniversary Hedden has always felt the industry feels like a family. “One of the things I’ve always loved about the car audio industry, and one of the reasons I’ve stayed in it so long, is that it’s kind of the same group of people,” he said, adding that while some of them move around to different manufacturers or distributors, he’s built relationships with people who’ve been in the industry for many years.

“I bumped into Robin McNeal at SEMA, who is national sales manager at Nakamichi Mobile Audio Systems now,” he said. “I knew him at Clarion back in the day because we were a Clarion distributor. It’s a close-knit group. It’s a big family.” And it’s a big reason why COVID hit Hedden particularly hard.

“I’m used to traveling two to three weeks of every month and all of sudden I’m home for two years straight,” he said, adding that it was a struggle for him, and also for a lot of the company’s salespeople. “We had our own built-in support network because we were on those conference calls every week saying how much we didn’t like it.”

Perseverance brought him through— and it’s also a key ingredient for being successful in business, he said. When the company first expanded and acquired RTI, Hedden noted that he and Tom Kolar, vice president of sales, were doing a presentation every year for Pioneer Car Audio.

“It’s proven to be a great partnership. We did the same thing with Sony,” he said. “We were very persistent. Persistence has been the biggest driving force for us. If there’s something I want to do, I exhaust every option before giving up.”

Mid-State Distributing will be ramping up during 2022 to celebrate its 75th year in business in 2023. Hedden said they plan to have a lot of fun with it.

Right now, they’re trying to pin down the exact date the company incorporated: “Then we can have a true birthday party,” he added.

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 strategy & tactics

42 Mobile Electronics November 2021

10 tips for Marine Audio

“Industry Best Practices for Marine Installation” at KnowledgeFest Indy covered everything from how much to charge to which supplies and tools are best for the job.

WORDS BY ROSA SOPHIA

At KnowledgeFest Indianapolis, Brandon Green of The Car Audio Shop in St. Louis, Mo. and Luke Fidler of Audio Expert Auto & Marine in Clearwater, Fla. presented a detailed workshop entitled “Industry Best Practices for Marine Installation.”

The class was well-attended and interactive, with numerous attendees posing questions throughout. For retailers who hope to increase revenue in marine, Fidler and Green assured the audience that there’s more to the category than audio. Here are 10 key takeaways from the presentation that retailers can begin applying today. #1: Decide How Much to Charge When a shop is just getting into marine work and isn’t sure how much to charge, Fidler said to start by researching the local demographic.

“Find out the going rate in your area, then match it or go higher,” he said, adding that retailers should resist comparing prices to car audio. “People will be willing to pay you a lot. We do everything except engine servicing,” he explained.

“My area is very boat-centric, and we have a lot of competition, so we’re around $150 an hour or over that.”

Fidler said his business charges more whenever they have to travel to a job site. If a shop finds there are very few businesses in their local area offering these services, they can generally charge more, and shouldn’t be afraid to do so.

Especially since, he added, “People like it when you come out and mess with your boat.”

popularity of marine lighting with boaters, reminding the audience that if a shop sells a boater six speakers, but fails to sell them twelve lights, they’ve missed out on a sale. But how do you know what to charge?

Retailers can also get into installing VHF marine radios, which Fidler said is similar to a CB radio, using power, ground and antenna. His shop will also install chart plotters and fish finders.

“Remember that you’re drilling into the back of the boat, so you have to take the same considerations you would with underwater lighting,” he added.

Often, people with older boats will be sentimentally attached to them, and may want a more modern-looking panel installed, according to Fidler. It’s not difficult to switch out an older-style panel for the modern push-button type, he said.

But during the planning and designing process, it’s important to consider how the boat will be utilized. #3: Plan According to the Client’s Power Needs For systems that draw a lot of power, Fidler said technicians should use big batteries, while keeping weight in mind.

How much weight the installer can add depends upon the boat—a 60-foot yacht, for example, will allow for more added weight than a 20- to 30-foot pleasure boat. “You have to balance it very carefully,” he said. If alternators are used, he advised ensuring that the alternator is marine-certified.

Additionally, he explained that manufacturers are beginning to make boats with a “house setup,” something that’s typical for yachts, but can also be found on smaller boats. “One battery is just for the engine, and the other is for everything else. That’s my preferred setup, so if we do get a boat with one battery, we set up the second one as a house battery.”

This way, Fidler said, the boater simply turns off the engine once they reach the sand bar, and the house battery handles the rest.

If a boater plans to hang out at a sand bar for hours on end, playing music, he won’t want to try to start the boat and discover the battery has been drained, Fidler said. “You need to figure out if the boat has one battery, two batteries or three batteries, and figure out how much current you’re going to draw on the system.” Then, he added, the system

#2: Explore Simple Marine Add-Ons to Increase Revenue Fidler said there are a number of simple ways shops can increase revenue through add-ons. He underscored the

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 strategy & tactics should be designed to handle more, so the owner never has an issue. #4: Recommend Trickle Chargers for Home Charging For boats primarily used for leisurely cruising, which aren’t parked and shut off, the approach is different: “It’s always charging.”

However, he said, technicians should be prepared to explain to customers the importance of putting a boat on a charger while at home. “Every single boat should have a trickle charger on it,” he said. “If it doesn’t, sell them one.”

A separate battery is added, he said, “If you’re doing more than 1,000 watts.

It’s just part of the system design.” It’s important that the system designer take energy usage into consideration, he explained, adding, “You don’t want your system to kill the customer’s battery.” #5: Choose Only the Best MarineGrade Materials Fidler and Green reminded attendees to avoid using wood in any build. While marine-grade plywood is available, Fidler said even though it’s marine-grade, it isn’t waterproof, so shops should still avoid this. MDF, too, won’t last: “It isn’t designed to be in a wet environment,” Fidler explained. “Even if you seal it, the instant you run a screw into it, you’ve broken that seal.”

Because plastics must be used—such as Starboard marine material—he said technicians and salespeople should keep the materials in mind during the bidding process since plastics are much more expensive than wood. Of late, it’s also been hard to acquire due to supply chain issues, so shops should make sure they can get it in a timely manner. #6: Decide on the Right Adhesive for the Job While techs should avoid wood in their builds, many boats still feature wooden stringers enclosed in fiberglass.

The stringer is a part of the hull which strengthens the boat. Fidler said a technician should never drill into a stringer.

If bare wood or foam is spotted, it means a drill was used where it shouldn’t have

44 Mobile Electronics November 2021

been.

“You need to seal that hole back up,” he said, adding that it’s meant to be completely watertight.

The hole can be sealed using 3M Marine Adhesive Sealant 5200, which is essentially permanent and will cure underwater. However, attempting to remove it will likely cause damage, according to Fidler.

Depending on the application, there are a few options when it comes to adhesives and sealants. “3M 4200 is less permanent, and it is waterproof,” he said, adding that it’s useful for applications such as underwater lighting.

Loctite adhesive, he noted, has a “flowing” consistency and can be used anywhere. “It will glue PVC together, but not Starboard,” he cautioned. “4200 and 5200 cures underwater. Loctite won’t. We keep it out of the water for 24 hours if we can.” For sealing very small areas, only 100 percent silicone should be used. #7: Only Use Marine-Grade Stainless Fasteners Additionally, Fidler stressed using 316 marine-grade stainless fasteners in any boat installation. Anything less— such as Grade 308 stainless—will rust

and corrode. “On the Gulf Coast where I’m located, the salinity of the water is higher than anywhere in the country,” he explained, “so when you buy your hardware, you need to find a good marine supply store or bolt fastener store. They’ll know the difference and can sell you good 316 stainless.” He added that stainless steel found at Home Depot is generally cheaper Grade 308, which isn’t reliable for marine applications. #8: Don’t Carry Expensive Tools in a Mobile Kit Because it’s so easy to drop tools in the water, Fidler advised not to bother with expensive brands like Snap-On. “I have an entire kit of Harbor Freight tools that go in our mobile kit,” he said, adding that if he drops a tool in the water, he hasn’t lost anything expensive. He applies the same rule to drills.

For cutting holes, Fidler relies on a 12-amp Dewalt sawzall, preferring not to carry an air saw out to a mobile job site. #9: Follow Marine Wiring Best Practices When wiring, the best thing to do is follow OEM paths, Fidler said. “It probably goes that way for a reason. You might

10 tips for Marine Audio

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.

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 strategy & tactics

Find out the going rate in your area, then match it or go higher wonder why. For the most part, follow where the OEM wires go, because they’re routed in a way that meets Coast Guard requirements.”

According to the American Boat & Yacht Council standards, soldering shouldn’t be the “sole means of electrical connection.” Fidler said it can lead to corrosion.

“Most of the time, we use heat-shrink crimps,” he explained. “Get the good ones with adhesive lining inside. Hit them with a torch and it’s 100 percent waterproof.”

Fidler also advised greasing battery terminals to keep them from getting corroded, and said he uses Yamalube anti-corrosion spray. “Anything you spray with it won’t corrode as long as you spray it heavily,” he said. Fidler’s shop uses Stinger products and Ancor marinegrade wire.

Luke Fidler applies these marine audio techniques at his shop, Audio Expert Auto & Marine in Clearwater, Fla. The builds pictured here are from two recent projects.

46 Mobile Electronics November 2021

#10: Take the Time to Know What You’re Getting Into Before cutting into a boat, Fidler advised snaking an inspection camera into the area to find out what’s back there. “You never know for certain, even if you’ve worked on the same type of boat ten times,” he said, adding that boats aren’t 100 percent standardized, which means you can’t count on each one being exactly alike.

He cited an example: “Someone might’ve decided the fuel filter line was too long, and instead of cutting it, they looped it. Next thing you know, in the same place where you’ve put speakers in 10 other boats, there’s a fuel line.”

Without meaning to, such an assumption can lead to a cut fuel line. Which is why, Fidler said, it’s important for the technician to take the time to ensure they know what they’re getting into: “Don’t be overconfident,” he added.

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 tech today

How ADAS Certification Will Take Your Business to Another Level What’s the Vision Zero Automotive Network Certification, and why should you pursue it?

WORDS BY DAVE MACKINNON

The Vision Zero Automotive Network was founded with the goal of saving the lives of drivers and pedestrians through the education and promotion of Advanced Driver Assistance Systems (ADAS) and the benefits they offer.

Early on, it was understood that much of the industry had spent decades in the audio business and that safety would be a whole new category to tackle. To start with, safety is not as sexy as rock and roll, so it requires friendly nudges. Additionally, technicians who accustomed to installing radios and speakers may not necessarily understand how to calibrate

48 Mobile Electronics November 2021

a 360-degree camera or optimize a blindspot sensor.

Industry Support for Driver Safety Technology A study by The Boston Consulting Group entitled “A Roadmap to Safer Driving Through Advanced Driver Assistance Systems” stated that almost 10,000 lives could be saved each year if every vehicle on the road had access to the same collision avoidance technology that’s available on new cars and trucks.

It’s Vision Zero’s goal to let consumers know that their existing vehicle can

be upgraded with technologies like a backup camera, parking sensors, blind spot monitoring systems and much more.

The administration and brand partners of Vision Zero realized early-on that getting the message out about the availability of these solutions wasn’t enough.

As such, they’ve created an extensive list of retailers across the United States, Canada and Mexico that can integrate these products into vehicles. The Vision Zero website has a Preferred Retailer application that allows almost any brickand-mortar retailer to join this effort to

How ADAS Certification Will Take Your Business to Another Level online exam.”

A report called “A Roadmap to Safer Driving” stated that almost 10,000 lives could be saved each year with vehicle safety upgrades.

reduce accidents. All you have to do is sign up.

How to Get Certified The latest initiative from Vision Zero has been to partner with the Mobile Electronics Certified Professional (MECP) program to offer certification that focuses specifically on the function and installation of ADAS, Driver Monitoring Systems (DMS), camera systems and situational awareness systems. The new Vision Zero Automotive Network Certification from MECP is intended for specialists as well as installation technicians, and serves to enhance their knowledge of these technologies as well as the applications.

I spoke with Kris Bulla, the owner of MECP, about the Vision Zero certification and its importance to the industry: “Our content creation team worked closely with the Vision Zero team and the companies that support their efforts,” Bulla

said. “Our goal was to ensure that this new certification would give retailers the tools they need to be experts in the field of vehicle safety and collision avoidance systems.”

Bulla went on to state that the content has been tailored to educate and inform technicians and sales specialists, ensuring both sides of the shop can suggest the right solutions the client and ensure everything is properly integrated and configured.

“As with our current MECP Product Technology Specialist and Apprentice Installation Technician courses, the content for the Vision Zero certification is available online through MECP using any web browser on any device,” he added.

“Once the course has been purchased, the technician or specialist will have access to the content for one year. The course will require roughly seven hours to complete and they have two hours to complete the

A Brief Overview of the Vision Zero Network Certification Bulla went on to explain the details of the Vision Zero Network Certification.

The course begins with a series of questions surrounding basic electrical and electronics knowledge, including Ohm’s law, the function and application of switches and relays, over-current protection devices and wiring.

The second section of the course leans toward the domain of the technician, covering installation knowledge and best practices. Making electrical measurements and connections, reading schematics and troubleshooting are key parts of this chapter.

From there, the content becomes very specific about vehicle safety. The third chapter discusses driver distraction and methods to reduce it. Technologies such as Apple CarPlay, Android Auto and Bluetooth calling are explained in detail.

Chapters five and six discuss the purpose and features of Advanced Driver Assistance Systems (ADAS) along with Driver Monitoring Systems (DMS).

Chapter seven takes a deep dive into camera-based systems and includes front and rear-mounted parking camera content along with dashcams, digital video recording systems, blind spot camera systems, lane departure, GPS locating, speed acquisition systems and 360-degree surround view technologies.

The course culminates with a chapter on Situation and Awareness Systems such as radar-based blind spot monitoring and rear cross-traffic alert solutions. Tire pressure monitoring systems, pedestrian and cyclist alert systems and distance monitoring systems are also covered.

Taking the Certification Exam Once the technician or specialist is comfortable with the content, he or she has two hours to complete the 75-question certification exam. The cost of the exam is $99 for the first year’s access and certification, Bulla explained. If the person taking the test is an employee of a Vision Zero Network Member retailer, the price is reduced to $59. If the person is

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 tech today Vision Zero Automotive Network Artwork you can use for promotion and provides you with the two aforementioned free MECP Certification course gift certificates.

Next, get your team rolling on the MECP Vision Zero Automotive Network ADAS certification. They can register and begin the education course by visiting www.mecp.com, then click on the Get Certified link at the top of the page.

The VZAN Certification is listed under Courses. Not only can your full-time staff benefit from the information this course offers, but it’s a great way to bring a new hire or part-time staff member up to speed on this complex but crucial market.

The MECP Vision Zero Automotive Network Certification course is the stepping-stone to increasing revenue through vehicle safety solution sales.

already an MECP certified technician, the price is $49.

We caught up with Bernie Sapienza, Executive Director of Vision Zero Automotive Network (VZAN) to get his thoughts on the certification process: “From the very beginning, we knew education and certification would be paramount to this effort,” he said. “We could not, in good conscience, build a dealer network without supporting the dealers.”

He noted that this program is the first of its kind in the industry, and it’s administered by the leading authority on the subject. He went on to say that VZAN is a non-profit 501(c)3 organization. When a business becomes a “Preferred Plus” dealer, they will receive certificates for two employees to gain free access to the certification course on the MECP website.

50 Mobile Electronics November 2021

Register for Free With Vision Zero Vehicle safety and collision avoidance products can be a profitable category.

Adding a backup camera to a multimedia receiver or a dashcam to a security system is an easy upsell when you or your specialists can explain the benefits to a client. Adding an extra hour of labor to an existing ticket goes a long way toward boosting your bottom line.

To get the ball rolling for your shop, start by making sure the company is registered as a Preferred Retailer on the www.vzan.org website. There’s no fee associated with level one membership.

If you want to attract more attention to your store or stores in a busy market, investing in a Preferred Plus membership boosts your visibility when a consumer searches for options, gives you access to

Increase Profits with Vehicle Safety Solutions With your team certified, it’s time to display the primary safety and collision avoidance solutions you offer. It’s not difficult to retrofit an existing radio display with a backup camera that triggers the reverse input on all the multimedia receivers at once. Having an aftermarket rearview mirror that will also display the camera image is another great idea.

Finally, add a big red button with a label that says “Push Me” to draw the attention of your clients and open up a path to a conversation. If you can find a button with built-in illumination, use a timer to make it blink.

Solutions like blind spot monitoring systems are better demonstrated on a company demo vehicle. Whether you have a dedicated car or truck, or you use staff vehicles, outfitting several of them with camera or radar-based blind spot and cross-traffic alert systems will turn them into an even more powerful tool to educate potential clients about the solutions you offer.

Once your team is ready and the store is prepared, the last step is to update your website with collision avoidance content. Posts about the specific solutions you’ve created for clients help target unique vehicles and the available custom solutions.

A good example of this content is a post about the addition of a backup camera to a sixth-generation BMW

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 tech today 3-series. You can show an image of a lip-camera installation and another which displays the camera image on the factory display. Once your website has been updated, then you can use these posts to bolster your social media efforts.

Linking back to a website with detailed content is a proven method of converting browsers to buyers.

With so many retailers clamoring for ways to increase traffic to their stores, partnering with Vision Zero and the new MECP skills certification program seems like an easy way to bring in new clients and revenue.

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.

52 Mobile Electronics November 2021

How ADAS Certification Will Take Your Business Another HOW TOtoCLOSE A Level DEAL

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 installs

Designing a Versatile Demo Car

Submitted by: Brandon Green and Dan Castro, The Car Audio Shop, St. Louis, Mo.

54 Mobile Electronics November 2021

Built with the anticipation of forthcoming upgrades in mind, this 2021 Toyota CH-R showcases Sony Car Audio’s Mobile ES line with stunning simplicity.

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 installs Brandon Green and Dan Castro of The Car Audio Shop were in attendance at KnowledgeFest Indianapolis, along with the demo car they built for Sony: a 2021 Toyota CH-R featuring Mobile ES components.

The main goal for the vehicle was to show off the ES line. For this reason, Green wanted to focus on simplicity when it came to fabrication, so the vehicle would be easy to upgrade. The team also made room for storage under the panels in the back of the car, so cables and other items can be kept there during a show.

“We wanted to make sure it displayed the product well for them. When the new ES amps come out, we can change it out.

It had to be continually customizable,” Green explained. “All of the amp racks— everything is templated and ready to be replaced with new amps when they’re ready. It’s ready to go. It’s self-contained and simple.”

Castro went on to list the equipment that was installed: “It has 6.5 components up front, with 6.5 coaxials in the rear. It has four of the ES 10-inch subwoofers, a GS4 amplifier and two GS100 amplifiers, all running off the new 9500 ES radio,” he said. “There’s also underbody lighting, interior lighting and accents to make it a show car.”

Sound deadener was installed in the doors, roof and trunk. The car also has a remote start security system. “It’s set up to be upgraded easily to the future ES equipment that’ll be coming out.” Castro, together with Gary Greenslate, handled all the wiring and sound deadening.

Castro tuned the car, and Greenslate took care of the alarm and remote start. “Then we had a local company do all the graphics on it,” he added.

John Brettle created the laser-etched logo. “I have four different ones that we use on special custom projects,” Green added.

56 Mobile Electronics November 2021

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www.InstallerNet.com • 800-444-1644 facebook.com/MobileElectronics 57

From BE PREPARED TO EVOLVE KnowledgeFest Dallas will be held during a different time of the year The in 2021, but it’ll provide the same great experience as always.

President People frequently ask us, “What are the main benefits for attendees, and what’s the value to their businesses?” They’re often uncertain about whether or not to attend KnowledgeFest.

We’ll often ask them, “What’s the most important factor determining whether or not you’ll go?” Many say it’s more than the cost of the event weighing on their minds.

The majority tell us that in-store obligations, such as making the numbers and not losing business, are determining factors. And with an event in the middle of the holiday shopping season, we can certainly understand the trepidation.

When determining whether or not to attend KnowledgeFest, take the time to prioritize longterm success over short-term profitability.

If you haven’t made up your mind, here are some factors to consider:

When determining whether or not to attend KnowledgeFest, take the time to prioritize long-term success over short-term profitability.

Show and Tell: There’s a lot to see and hear on the exhibit floor. The best suppliers in our industry bring their A-Game to KnowledgeFest.

They exhibit hoping to make a positive impact on your business, as well as their own.

Networking: No more phone calls, texts or Facebook. Your next conversation will be faceto-face with both old friends and new.

Learning the Products: Dallas KnowledgeFest will deliver over 50 hours of high-quality education directly from your favorite suppliers.

You’ll be able to learn about every piece of technology our industry has to offer.

Education Workshops: Gain valuable insight for your business, which is a must to survive and thrive. KnowledgeFest delivers the education you’ll need in an ever-changing industry.

While we’ve assembled top vendors and instructors who will provide you with an opportunity to excel, the one component that will guarantee you get the most from KnowledgeFest is you.

If you come to Dallas planning to hang out with friends, take in a few free vendor dinners, or sleep late and attend only the popular fabrication or OEM integration classes, the

58 Mobile Electronics November 2021

show may not provide you with everything you deserve.

But if you want to maximize your ROI by heading home with knowledge that will impact your sales and service, here are the steps to follow: 1. Have a plan. Make reservations for each class you want to attend so you can print out an itinerary. Don’t pick classes just because everybody else is doing it. Think about the knowledge you need for your own business and select the courses that fill those needs.

2. Plan your exhibit floor time in sections over three days. Look at the show floor and plan to cover it in segments with one section per day. Then, spend real time with the vendors to understand their product lines. Each of them has spent good money to provide you with information, so take advantage of it. But after you’ve completed the section, remember to take a mental break, too.

3. See your vendors, then see more vendors.

On the show floor, keep an open mind and visit all of the vendors. You never know what product you’ll need down the line, even if you don’t need it right now. The same goes for vendor trainings: Visit your vendors, then pick three or four trainings on new companies.

4. Don’t skip on networking time. The event kicks off Friday afternoon with a Beer and Business exhibit floor event. This marks the start of meetings and casual get-togethers, which are great opportunities to talk to like-minded professionals who may have answers to problems you’re experiencing. Or your experience might help them through a complicated situation.

Plus, it’s nice to develop contacts you can call throughout the year to get and give advice.

KnowledgeFest is an absolute must for any industry professional. If I were still working in retail, I would mark this event series on my calendar. The knowledge and opportunity gathered in one place is too great to miss. This year, come to Dallas with a mission. You’ll leave with hope, purpose and opportunity to grow above and beyond your expectations.

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