Mobile Electronics Magazine September-October 2021 by Mobile Electronics

September/October 2021

me-mag.com

Throughout its years in business, Solar Pro Tint n Tunes has continued to apply strategies to accommodate client needs and the ever-changing landscapes of the industry.

Industry Awards Slated for Vegas in February Following a tumultuous year, MEA is giving KnowledgeFest a much-needed refresh.

PLUS: Always Be a Student:

Continued education will deliver a high ROI for any retailer, installer or salesperson.

Don’t Get in Your Own Way:

Richard Pappas, owner of Sound Design Alarm, Inc., comes to terms with “survival mode” in the retail world, and how to grow beyond it.

Volume 53 Issue 9/10

ADVERTISING SALES sales@mobile-electronics.com

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

Published by TM

mobile electronics association

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

FEATURES

ARTICLES

12// What’s Happening: Oasis in the Desert

18 Retail News

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

52 Installs

Tony Frangiosa, Chairman of the Board, MEA

56 From the President

Ad Index

With a focus on revitalizing the Industry Awards, the yearly ceremony has been moved from Dallas to Las Vegas. Past award winners share their perspectives on an evolving tradition.

28// Real World Retail: Adapting to the Times

Solar Pro Tint n Tunes has moved through the challenges of the past year by creating transparency, fine-tuning procedures and nurturing a work-life balance.

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

40// Learning From Leaders: Cardinal on the Wing

Keith Selby leads a third-generation family business, which has positioned itself for a solid future in 12-volt.

44// Strategy & Tactics: Investment in Knowledge

Industry professionals are able to attend a plethora of educational opportunities, bringing valuable information back to the shop. Here’re a few strategies—direct from KnowledgeFest— that you can apply today.

48// Tech Today: Here’s Why You Should Get Certified

Education and certification is crucial to our industry—especially now.

Cover Design: Ana Ramirez CJ Barnhart and Aaron Schildknecht have been working together since 2005. In 2014, Barnhart purchased the building in which he got his start in 12-volt. Solar Pro Tint n Tunes continues to grow through its commitment to business transparency, attention to detail and a willingness to pivot whenever necessary to keep the vision moving forward.

2 Mobile Electronics September/October 2021

Alpine Electronics . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 AudioControl. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Car Keys Express. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Escort. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 MEA. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9 Firstech - Compustar. . . . . . . . . . . . . . . . . . . . . . . 57 Harman - JBL. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 InstallerNet. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 JVC . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 Kenwood. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Kicker. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 KnowledgeFest -Las Vegas . . . . . . . . . . . . . . . . . 5 KnowledgeFest-Dallas . . . . . . . . . . . . . . . . . . . . . 15 MECP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Metra Electronics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Sirius XM. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Sony. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 47 SounDigital . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38,39 Vais Technology. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Vision Zero. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51

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EDITOR’S FORUM

WHAT’S NEW FOR 2022? If you’re considering getting involved in the Industry Awards, there’s no better time than the present The Mobile Electronics Industry Awards comprises a months-long process to recognize and honor those in the industry who best exemplify the professionalism, business ethics, service and expertise we want consumers to notice when they do business with us. Candidate companies and individuals submit video nominations and are narrowed to a list of finalists after a selection or voting process. In certain award categories, finalists submit material that’s judged by a select panel to determine a winner. In other categories, final voting tallies determine the winner. In past years, the awards ceremony has been held on the last day of KnowledgeFest in Dallas, hosted by the Mobile Electronics Association (MEA). But as you probably know by now, this coming year will see the industry’s return to Las Vegas. Refreshing the awards process Many in the industry have expressed a wish that the Industry Awards undergo a refresh. You let us know, and we listened. We’ve gathered a committee of past award winners in various categories to discuss the best way to evolve and to honor our industry participants. This fresh presentation of the Industry Awards allows for clear progression from one award to the next, further encouraging winners to continue pursuing excellence as they advance in their careers. As part of this refresh, we’ve engaged some of the new committee members to help explain what’s new for 2022 via online video presentation. Kicking it off are Jeff Smith and Dean Beyett—both of whom have won Industry Awards in the past—to preview the changes. The entire video presentation can be found on the Mobile Electronics magazine Facebook page.

4 Mobile Electronics September/October 2021

To help us all stay on track and aware of our deadlines, we’ve created a clear timeline that’s now listed on the homepage at www. meindustryawards.com. In addition, the submission process has been refined to make it easier to create your submission and video. Most of the changes are related to the retailer and installer awards, with a couple of new awards for the vendor community. Here’s a summary of the changes The Installer of the Year will consist of one award with no runner-up. All of the questions for the initial video submission have also been streamlined and presented in order. We also reduced the number of years of experience required from five to two years. The Trusted Tech will now be selected by the judges from the Top 50 Installers and no longer requires a separate nomination. The Rookie of the Year Award will allow submissions for both installers and salespeople with up to two years of experience. The Retailer of the Year will have two categories: Single Store and Multi-Store, with no runners-up. Finally, Retailer Performance Awards will now be selected by the judges from the Top 12 Retailers. Alternates will be included in the selection. In the past, awards such as Best Online Presence and Best Customer Retention required their own nomination. This time, if you’re a retailer and you get picked into the Top 12—including alternates—when you make your second video, those questions will be included to allow the judges to recognize retailers who excel in specific areas. Cont. on page 56.

 feedback

Stay Organized, Stay Relevant How can businesses remain strong? Retailers name education, organization, firm pricing and honesty as some of the hallmarks of a solid foundation. “Just be courteous and honest about the current state of the industry. The clients you want to have will be those who understand and have some sort of patience because they’re reasonable people. Stay away from people who try to talk down your pricing. Stick to retail pricing, and don’t undercut your prices just to get the job. It usually has some way of becoming a nightmare in the future. Tomorrow is another day.” Josh Hansen, Lakeside Audio, Conroe, Texas

“We didn’t have enough qualified staff to handle the workload. In the past year, we created systems to help us better serve our customers. We have also realized the more we do this, the easier our job becomes. I [also] think all shops should learn how to help encourage new employees. We tend not to want to deal with new employees because they take up too much time and [may not fully] understand [everything]. Having a system in place to help teach and educate them will go a long way.” James P. Smith, A.C.T. Audio, Vernon, Conn.

6 Mobile Electronics September/October 2021

“Staying organized and staying relevant will separate you from non-professionals. What makes you different makes you money! We all hit lulls and times when we need help. Surviving is not living.” Richard Pappas, Sound Design Alarm, Inc., Bronx, NY

 stats

Mobile Electronics Industry Retail Sales Report

The Mobile Electronics Association reports specialty retailer performance for the third (3rd) quarter of 2021 as compared to 2020 & 2019. Here are the findings.

Year to date ending September 30, 2021 v/ 2020 is Up 15% Third Quarter Observations:

Key Observations for the three quarters of 2021 •The average dollars per transaction: $136. This is up from $123 in 2020 and $120 in 2019. •The first nine (9) months of the year saw double-digit percentage revenue increases over 2020. •The data shows sales are slowing, but it’s still ahead of 2020 and 2019 in both total revenue and number of transactions.

8 Mobile Electronics September/October 2021

mobile electronics association

Technology

Education

Information

Partnerships

Media

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

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

 helpful stuff

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 What’s Happening For the last three years, KnowledgeFest has held an event in Long Beach, Calif. But on February 18-20, 2022, the show and the Industry Awards will take place in Las Vegas, Nev. The choice was made to revitalize the awards ceremony, and to make the awards more reflective of a full year of recognition. Elias Ventura, who was awarded 20162017 Sales Pro of the Year and now works as the Mid-Atlantic territory manager for SounDigital and Ground Zero, said the move is a welcome one. “I think a change of scenery and structure is necessary, especially with all the present chaos,” he explained. “Having something to look forward to is important. Vegas is a perfect place for the show, and I think a little shift was needed.”

Oasis in the

Desert

With a focus on revitalizing the Industry Awards, the yearly ceremony has been moved from Dallas to Las Vegas. Past award winners share their perspectives on an evolving tradition. WORDS BY ROSA SOPHIA

12 Mobile Electronics September.October 2021

Past Winners Work to Refresh the Industry Awards Members of the Industry Awards committee—including Ventura—meet to “make sure the process is fair, and that we move forward in a modern way of doing things,” according to Jeff Smith, director of training at AAMP Global. He added that it’s important to have different perspectives and points-of-view on the proceedings. Smith won Installer of the Year in 2009, and his previous retail store was also awarded Top 50 multiple times. AAMP Global has been the recipient of awards from the Mobile Electronics Association, including Vendor of the Year. “We’re always in the running for something,” Smith said, adding that he’d planned to be in Dallas for KnowledgeFest in August, which was canceled and rescheduled for December. He feels every manufacturer tries to do the best job they can to serve their customers. But for larger companies, he added, the Industry Awards may not necessarily be top-of-mind. “I think they move forward trying to be as helpful as possible, to be good business partners to dealers who wind up rewarding them, anyway,” Smith said. Ventura noted the shared role of committee members is similar to that of an “influencer,” adding, “Everyone has the right mentality for making [the Industry

Oasis in the Desert

Awards] better.” For him personally, he said, “It’s about trying to grow the [Sales Pro] segment of the awards. That’s my background, so it hits home. I want to grow that until we have [the] Top 50 Sales Pros. I want to bring some excitement back in. The group we have is a great community effort.” While his view of the industry has grown in terms of the number of people he interacts with in his work with a manufacturer, Ventura said it hasn’t changed his perspective of the awards, which he feels is a tool for growth and self-reflection. He asks himself, “What else can I do? What can I do to be better [at what I do]?” After winning, he started teaching at KnowledgeFest, which he said opened him up to looking at sales processes and customer objections differently. “It

challenges you to dissect these things. Teaching made me better at what I do and better at my craft.” Jayson Cook of Columbus Car Audio in Columbus, Ohio was the recipient of the Sales Pro Award during its third year. (Amari Schwartz was the winner during the second year of the award.) Cook and Ventura both share the goal of gaining more recognition for salespeople in the industry. “I want to help them learn how to deal with people better,” Cook said, adding that he wants salespeople to come to terms with the reasons why a client should come to them instead of shopping on the Internet. “I hope I can bring awareness to that.” Industry Awards as a Tool for Growth The process of becoming nominated for an award requires a lot of self-reflection,

according to Ventura. “Winning the award is great, but giving back is so much more rewarding,” he said, adding that the process challenges nominees to be better at everything they do. “Being able to teach was great for my personal growth. It’s humbling to be considered. I look back on it, and I think [teaching] is the best thing I’ve ever done. You never know who you’re going to help.” When attendees come into the classroom at KnowledgeFest, he said, sometimes they only pick up one small lesson—“one little nugget.” But that nugget can make a huge difference. Smith reflected on how much the awards process has changed over the years, and how the awards committee will continue to refine it. He remembered an additional contest called “Upload Your Install,” in which contestants would upload photos of their work and get a separate prize for the content. The awards, he said, gives people a chance to shine, to demonstrate how they earned the nomination in the first place. Years ago, the process was more hands-on. Smith remembered writing essays and getting letters of recommendation from manufacturers. “Times have changed. Installers and salespeople are producing videos and getting creative with them. I’ve seen guys singing and rapping in their videos, using lighting and special effects to showcase their work and their stores. Having the ability to showcase your talents is a great thing.” The recipient of an award can use it as a marketing tool to demonstrate commitment to customers, and they can use it to motivate people within their own store and the industry as a whole, Smith added. “When I won Installer of the Year, it blew my mind that I had all these people messaging me and calling me. I had no idea who any of them were, but they were telling me that I inspired them,” he said, adding, “You might not think about the impact you have, but when people read your story, see how hard you’ve worked and the things you’ve done, [it becomes clear that] we constantly motivate each

facebook.com/MobileElectronics

 What’s Happening other.”

Ventura and Cook both said the Sales Pro Award excited them because it focused on their skills and chosen path within the mobile electronics field. “It was one of the best experiences I’ve ever had because I wasn’t just passionate about what I do, but I [found] I could be relevant in a certain segment of the industry,” Ventura said. “Now, I’m on the manufacturing side.” He added that, even now, the Sales Pro Award helps him reflect on what he’s capable of as well as what could come next in the evolution of his skills. “It was my motivator to push myself to be better.” Nominees Take An Objective Stance When he looks back at the role-played customer interaction video he recorded for his award nomination, Cook said he can see things he should have done, and he notices certain topics he didn’t discuss. This recognition helps to make nominees aware of their own processes, offering an objective view that, in itself, helps to improve one’s craft and skillsets. Cook was slated to teach a class at Dallas. At future KnowledgeFest events, he said, he may switch his focus to a fresh topic. While he said he feels he has a standard to uphold, he still has bad days like anyone else. “I’m never 100 percent, but [earning the award] makes you really aware of it. The client doesn’t care what’s going on with you personally. They’ve come for the service.” He makes mistakes all the time, he added. For example, he’ll forget to include something important in a sale. “It’ll be something stupid, like selling a full system and not having RCAs on a ticket, or not selling sound deadening,” he explained, adding that his team keeps him accountable. “In those situations, I look at where I can make up the difference. If not, I have to call the client and say, ‘I screwed up, are you okay with paying for this, or meeting me in the middle?’ Most of the time, people understand because we’ve all made mistakes.” As an advocate of top-down selling, Cook said if he sees an entry-level radio on a ticket, he wants to know why—not to simply sell a more expensive radio, but to ensure clients are also being educated

14 Mobile Electronics September.October 2021

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 What’s Happening

about what’s available. “I want to show them something that offers CarPlay or Android Auto, for example, so they know what’s out there,” he explained. Amazingly, he added, some clients still aren’t aware they can get a unit that will offer navigation through their phone using Bluetooth. Be Honest and Thorough In 2009, when Smith won Installer of the Year, he was handed the award on-stage in Las Vegas. “It’s special to go back, especially for me,” he said, adding that the award continues to inspire him, even today. “I see myself wanting to be more helpful. It makes you want to live up to the thought process of what kind of partner we, as a manufacturer, should be to a retail store. It makes me want to be a

better member of our 12-volt community.” Smith advised those pursuing an award to really look closely at the updated criteria. “Be honest with yourself on your capabilities,” he said. “You’d be surprised what others think of your talents and who you can inspire down the road. Document your work so you can use it not only to promote yourself, but also the talents of your shop.” Cook feels Las Vegas will bring a much-needed change. And if anyone feels apprehensive about getting involved, he said, “Don’t. Just do it. Don’t worry about making the video perfect. Answer the questions to the best of your ability. Be thorough.” The video doesn’t matter—what matters is demonstrating your skillset. And since the awards schedule has shifted, he added, there’s lots more time for those who

16 Mobile Electronics September.October 2021

haven’t gotten started. He invited salespeople to join the 12v Sales Pros Facebook group, adding that those who have questions can reach out to him directly. Ventura said the aim will always be improving the industry as a whole. The date and venue change will give nominees a chance to reflect on a full year. Also, he said, consistency—such as having the awards ceremony in Dallas each year—is great, but consistency can also become complacency. He wondered what might happen if every member of the Mobile Electronics Syndicate went for an award. “I always encourage people to challenge themselves. To look in the mirror and say, ‘I’m really good at this.’ To take pride in what you do, and to get acknowledged for it. There’s no reason why everyone shouldn’t get involved.”

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 retail news

ACT Audio Welcomes New Office Manager with Educational Onboarding Process

WORDS BY LAURA KEMMERER Any good business owner knows that sometimes the wise thing to do is to delegate responsibility. Keeping this important rule in mind, James P. Smith, owner of Vernon, Conn.-based ACT Audio, recently hired Whitney Russell as the business’ new office manager, which has freed Smith up to focus on other aspects of the business and bring in more customers. According to Smith, Russell is completely new to the mobile electronics world and helps with the back end of the business while learning more about the industry and how things work. Russell

makes sure product is available for jobs a couple of days before they’re scheduled. “While she’s doing that, she’s documenting everything so we can utilize it to educate more new people to learn how to work within our industry rather than depending on existing experience,” Smith added. With Russell taking the helm on handling requests for time off and other day-today operations, Smith now has free time to focus more on YouTube and other social media outlets for the business. Thanks to this pivot in responsibilities and focus, Smith noted an influx of potential customers inquiring about work.

18 Mobile Electronics September/October 2021

“I wish I had done this a long time ago. This is the key: I was afraid to hire someone for financial reasons,” Smith said. “Now that she’s been here and things are working, I realize what a great benefit it is, because I can focus on driving business, getting installs done if needed, whatever it is.” Smith added that Russel has been studying the MECP Product Technology Specialist Course. Due to interest in ATV and off-roading, he plans to eventually name her the shop’s ATV Specialist. As part of his business philosophy, Smith said he likes to figure out in which category each employee thrives and make them a specialist in that area.

“It makes the employees feel important, too, and they take that role seriously,” he added. In other news, ACT Audio has also expanded into doing automotive key fobs, which can be costly for customers at dealerships. “The very first day, we had a customer come in during the training. The customer’s unlock and lock didn’t work and she asked if we could program it. That evening, we had a phone call from someone who needed a key made for a Honda,” Smith said, adding that word is spreading quickly about the added service, and he anticipates it will result in an increase in revenue.

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 retail news

Sound Design Alarm, Inc. Revitalizes Business Perspective, Adds Audison Line

WHO’S WHO?

James P. Smith Those who’ve been in the industry for a while understand firsthand the danger of getting in one’s own way. Whether it means getting stuck in survival mode or being unwilling to take risks, such thinking can have a serious impact on a business. Richard Pappas, the president of Bronx-based Sound Design Alarm, Inc., struggled with similar limitations, but thanks to a visit to KnowledgeFest Orlando, and the addition of an Audison line to his store’s product offerings, the business is continuing to grow. “We used to be a JL Audio and Kenwood dealer,” Pappas said. “I think these lines could actually be very close in comparison. They’ll have software modules to help tune new vehicles, and solutions for a vehicle that will come with a harness, speaker, no modification of speaker placement—so I really fell in love with that.” Pappas personally understands falling into the rut of taking few risks and keeping to the safe path. From 2009 to 2013, during the mortgage crash, his team was reduced from 14 people to six. Additionally, he’d just bought the property in 2008, right before business plummeted. He began making only safe decisions and remained in survival mode. After 2011, though, Pappas said he managed to get out of the rut a little bit, but still kept to the safe path. “It was, ‘Don’t do too much, you just don’t know’—being safe. Not taking any risks. Even though I feel I’ve been able to do many things throughout the years

with the business, I didn’t know I was still running in that mode, and that was a real kick in the pants,” Pappas explained, adding that he realized this after attending his first KnowledgeFest in a number of years. “I am sure readers will relate to this: you’re not the only one who’s afraid. I didn’t understand how many self-sabotaging behaviors I had because of my safety concepts that I had to overcome.” Since attending KnowledgeFest, Pappas’ creative thinking and desire to explore available opportunities has been ignited. With the decision to bring on the Audison line, product potential pairs well with this new drive to grow and take on risks. Pappas said he’s been trying to raise awareness of his store’s new offerings. “I’ve been putting a lot of effort into revamping the showroom, adding new displays, and making the space twice the size, so I haven’t actually put much more thought into showcasing the line. But it’s definitely in the plan, marketing it,” Pappas said. And, he noted, sometimes we need to revisit the basics and get to know them again. This is where classes at KnowledgeFest Orlando were most impactful for him. “For the 29 years I’ve been doing this—you really forget some things,” he said, adding, “You really have to come back to them. It served to humble me.”

20 Mobile Electronics September/October 2021

Shop: ACT Audio Location: Vernon, Conn. Years of Industry Experience: 19 Hobbies: “Motorcycles, cars, exercise.” What Your Really Good At: “Troubleshooting”

Richard Pappas Shop: Sound Design Alarm Inc. Location: Bronx, NY Years of Industry Experience: 28 Hobbies: “Music and food.” What Your Really Good At: “Sales and Customer resolution”

Josh Hansen Shop: Lakeside Audio Location: Conroe, Texas. Years of Industry Experience: 20+ Hobbies: “Researching and collecting Hot Wheels.” What Your Really Good At: “Taking things apart and putting them back together.”

HOW TO CLOSE A DEAL

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 hot sellers

KnowledgeFest Orlando show coverage continues with top-of-the-line audio products for automotive, motorcycle, boat and ATV applications.

22 Mobile Electronics September/October 2021

VOXX International Smart TV Systems VOXX Smart TV systems are designed to make long drives easier for families. Clients can choose between two options: a 10.1-inch seatback system which comes in pairs, or a single overhead monitor system on its own. The touchscreen interfaces are easy to navigate, allowing the user to choose their apps and stream content directly through the device. The system can be connected to a phone or vehicle hotspot. For those who still want a DVD player, this option is available, as well as an HDMI hookup for video games. Additionally, the driver can use the VOXX Link app to control the system remotely from the front seat. The parent will know what the kids are watching in the back without having to pull over and look. Content can be shared between the screens, or each screen can play something different. Choosing only the overhead monitor provides the same experience, but with only one screen. Comes with wireless headphones and a three-year warranty. The installation is universal.

Race Sport Lighting All-in-One Drive Series V2 CAN-Bus LED Headlight Kit This is Race Sport Lighting’s top-ofthe-line LED kit, with two high-output bulbs and CAN-Bus decoders. This product has a max light output of 2,500 lux per bulb, with a total of 5,000 lux per headlight kit. The kit is sold in attractive packaging for optimal display in a retail showroom. Now shipping.

 hot sellers MMats Pro Audio LS Series Amplifiers The LS series line of amplifiers provides high quality and performance to customers on a tight budget. There are two versatile models of Class D monoblock amplifiers available, with 600 watts max @ 1 ohm and 1,200 watts max @ 1 ohm, along with a 4 channel class A/B amp with 4 x 200 watts max @ 2 ohms. Available now.

Focal Inside ISUB MBZ 2 8-Inch Component Subwoofers for Mercedes-Benz The ISUB MBZ 2 8-inch subwoofers are designed to be a perfect fit in underseat locations. This product is also meant to work well with the vehicle’s factory amplifier. Clients can anticipate high-quality, accurate sound.

Precision Power Motorcycle Audio This line offers a variety of plug-andplay products for Harley-Davidson motorcycles, including specific-speaker upgrade kits. There are also 2014 and newer speaker upgrade kits. The most exciting product is a plug-and-play touchscreen head unit offering CarPlay and Android Auto that mounts to the factory bolts for the 2014 and up Touring model. This product will work with the factory handlebar controls. Precision Power is also offering drop-in saddlebag subwoofers, which come with a built-in amplifier.

24 Mobile Electronics September/October 2021

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 hot sellers Wet Sounds A-Link The Wet Sounds A-Link device is most commonly used for boats. The device is used to connect all the boats and play the same thing through all the boats’ speakers. It can also be used on ATVs, and it’s ideal for a big gathering. The MSRP is $199.99.

Massive Audio 8-Channel DSP-1 The DSP-1 combines a four-channel amplifier and DSP in one piece. This product offers high performance and quality, and it also has a small footprint at 4.2 inches wide, 1.6 inches high and 6.5 inches long. The DSP-1 features Bluetooth streaming with Codec for audiophile audio quality, and frequency response from 10hz to 20Khz (+/- 1dB). Up to 31 parametric equalizer bands with adjustable frequency and bandwidth, as well as full time-alignment correction and phase rotation.

DS18 NXL-4 TBBT-BK 4-Inch ATV/UTV off-road pods, Bluetooth Whoever’s using this convenient product doesn’t need an amplifier or a radio to play music—just their phone. These pods designed for ATV/UTV off-roading are waterproof. They come in a pair and bolt onto a two-inch bar or smaller.

26 Mobile Electronics September/October 2021

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real world RETAIL

Solar Pro Tint n Tunes has moved through the challenges of the past year by creating transparency, fine-tuning procedures and nurturing a work-life balance. Words by Rosa Sophia

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FAST FACTS

MAIN LOCATION:

WARRENSBURG, MO. NUMBER OF LOCATIONS:

ONE

SQUARE FOOTAGE:

5,000 TYPE:

TRADITIONAL RETAIL NUMBER OF EMPLOYEES:

FOUR

MAIN FOCUS 42.3% CAR AUDIO 46% WINDOW TINT 5% REMOTE START 4.7% IGNITION INTERLOCK DEVICES 2% MOBILE VIDEO KEY STAFF OWNER: CJ BARNHART SHOP MANAGER: AARON SCHILDKNECHT WINDOW TINT: MIKE GAITHER

olar Pro Tint n Tunes in Warrensburg, Mo. is comprised of a small team of technicians, headed by owner CJ Barnhart and shop manager Aaron Schildknecht. It’s a family business, as Schildknecht is Barnhart’s brother-in-law. Both men have been involved since the beginning in 2005, when the shop opened its doors independent from its original tint business and incorporated 12-volt into its offerings. “When I was in middle school, I walked by this stereo shop every day,” Barnhart said. “They talked to me, let me watch [them work], let me sweep and pick up trash. When I started driving, I became a customer and within a year I was employed.” The building has been known for

car audio since the late 1970s. In 2014, Barnhart bought out the business, then approached the landlord and made arrangements to purchase the location, as well. “This is the building I got my start in 21 years ago. I now own it, and I run my business here every day,” he said, adding that it’s within walking distance to restaurants. “Clients will bring their vehicles in, go downtown and have lunch.” The right side of the bay is set aside for 12-volt, and the left side is for window tinting. The shop boasts 5,000 square feet, with 1,700 set aside for the showroom and the waiting area, and 3,300 split between the two main departments, with a 15-foot wall keeping everything separate.

30 Mobile Electronics September/October 2021

Mutual Local Support Gains Referrals While it began primarily as a window tinting business, today, car audio and window tint at Solar Pro are just about evenly split in terms of revenue—almost 50/50—with smaller percentages coming from remote starts, mobile video and ignition interlock devices. The shop doesn’t stray far from its niche categories, according to Barnhart, who said it maintains relationships with other local businesses rather than compete. As a result, a nearby truck accessory shop refers business to Solar Pro, and vice versa. “He’ll mount light bars and roof racks, then send the vehicle to us to wire it. He’ll tell the customer that’s what we do. He’ll say, ‘I’ll do it, but they can do it at another level.’ We share business that

ADAPTING TO THE TIMES

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Orca / Focal Demonstrates Commitment to Dealers During Pandemic After four years with Orca and Focal, Barnhart said one of the best things about the company is its level of transparency. During the past year’s product shortages, the vendor has always been clear about when and if it’s aware of incoming product availability, a level of directness which Barnhart prefers. “Don’t give me a false sense of hope, because ultimately I pass that to my customer,” he said. Focal’s level of transparency, he noted, is very valuable to Solar Pro clients who don’t usually mind waiting for product. In a demographic that enjoys quality sound at mid-line prices, Barnhart said the Flax series in the Focal lineup is a “happy medium” for most clients. In using top-down selling, the team will begin with the Utopia lineup and go down from there. “We were excited when the Focal Flax 8-inch came out because it gives the option of having a subwoofer for applications where [something of that size] might be all that fits,” he said. Adding Mosconi processors and amplifiers to the shop’s offerings, according to Barnhart, has been a natural progression from Focal.

32 Mobile Electronics September/October 2021

ADAPTING TO THE TIMES

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

Geofencing the Best Route for Local Marketing

way, and even shuttle cars back and forth for our clients.” The shop’s target demographic has shifted over the years, from younger people to 30- to 55-year-olds who have a little extra money to spend. Generally, these clients also want more custom fabrication and higher-end installations. The shop also attracts a lot of military clients because of the nearby base, and has a positive relationship with some of its higher-ranked individuals who will send referrals. Often, family members of military personnel will contact the shop and want to order something as a gift, according to Barnhart. “I would love to have an online store

where people can buy something from out of state and ship it to the recipient at the base, or have it here for the installation,” he said, adding that his original idea was based on parents of young airmen who are out of state and would call wanting to buy a stereo for their son, but didn’t know how to go about it. The concept, Barnhart said, would allow them to choose something specific and heartfelt, and the recipient of the gift would come in to have it installed. Maintaining Detail-Oriented OEM Appearance Aaron Schildknecht, shop manager, has furnished the 12-volt side of the shop,

34 Mobile Electronics September/October 2021

Years ago, Barnhart said marketing comprised a large chunk of sales. Today, it doesn’t. Most of the shop’s marketing is done via Facebook and other social media outlets, and a lot of it uses organic growth to raise awareness. Aaron Schildknecht handles that end of things. “We also use Google AdWords, and we run a campaign with a local newspaper,” Barnhart said. “We don’t do anything in print more than twice a year, but we advertise on their digital site [year-round].” This has a high click-through rate, he noted. But one of the most effective tools is geofence target marketing, which allows the business to set specific areas to “geofence,” enabling ads to appear, for example, if someone goes to the license borough to renew tags, or purchases a new car: “Our ad would pop up [on their device], and we get priority because we wanted that area geofenced.” While it still works well, Barnhart said the click-through rate isn’t as high as it was when the program was first introduced in his area. The business’s latest endeavor is an electronic video billboard: “I am hoping to at least double my return on investment. I have high hopes for it,” he added.

ADAPTING TO THE TIMES

according to Barnhart, who added that the team relies a great deal on a laser and CNC to cut speaker templates. A factory look is “mimicked” by paying close attention to every detail. “Aaron builds an adapter that’s physically fastened in place. Rivnuts and stainless steel hardware hold in the speaker plates,” Barnhart said. “Then we attach the aftermarket speaker. We’ve found we get better sound quality. There’s less vibration from the door itself.” While Barnhart said it’s important to ensure a high standard, he admitted that

five or ten years ago, he wasn’t as focused on the practice. “We’ve grown a lot in that area,” he said. “We don’t want to take any half-steps.” Sometimes, a client will come into the shop having completed an install themselves and they’ll request a small fix. In the past, the shop might’ve taken a look and made the repairs. Now, Barnhart said, it’s different. “We can’t just fix what they want us to fix. We want to help them, but if it’s a mess, or there are frayed wires, we have to address all the issues before it leaves

here.” Most of all, he added, it’s a safety concern, and he doesn’t want the business’s name on anything questionable. Barnhart said the shop’s policies have created a bedrock of trust between the team and their clients. Often, a client will say, “Let’s do what you’d do.” He noted that Schildknecht will show photos of installs to the client, and explain why he would choose one speaker over another, as well as discussing his reasoning for placement. “All day Saturday, he does consultations—no installs,” Barnhart said. “If someone comes in with a bike, boat or a car and they’re wanting a full custom build, he can focus all his attention on them.” The first step is to take a look at the client’s car and listen to the system using their preferred music. “Then we bring them in and show them options, and we really break it down,” Barnhart said, adding that the shop uses top-down selling. “We don’t want anyone to make the mistake of cutting things out, and then ending up with something less than what they were expecting,” he said. “We like to get an idea of what they want, find out what we can offer and then build a price quote from there, maybe putting emphasis on one area versus another.” The team has derived a lot of new techniques from KnowledgeFest sessions in the past, but Barnhart said they weren’t able to attend the online KnowledgeFest. Live events as they had hoped. “It’s hard to set aside the time. We believe knowledge is power, but with the unpredictability we’re dealing with right now, we’ve had to put that on hold,” he explained. Transparency Bolsters Team Effort Transparency within the business has helped increase profitability. It was at KnowledgeFest that Barnhart first learned the importance of “knowing your numbers,” he said. “We began as a window tinting company that did some car audio. The growth in 12-volt is catching up to the growth we see in window tinting.” He said he used to think if everyone facebook.com/MobileElectronics 35

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Yelp: An Ineffective Marketing Tool for Solar Pro In the past, the shop has tried just about everything, including Yelp, which turned out to be ineffective. “Then we found Thrive, a phonebook company, and they put us on all the online phonebooks. They also deal with Yelp,” Barnhart explained. Instead of paying for Yelp as a separate service, Solar Pro is able to pay for a bundle of services from one company and save money in the long run. “I think business is a lot of live-andlearn,” he said. “You never know [if something will work] until you try.” Personalized Emails Prove a Good Method for Follow-Ups Due to staffing issues, follow-ups have been difficult, too. Barnhart said he feels the team has been falling short, but they continue collecting contact information, and have switched their point of sale system to Shop Monkey. “Our receptionist used to send personalized follow-up emails with invitations to call or to see if they had questions,” Barnhart said, adding that the emails came from her specifically instead of simply Solar Pro Tint n Tunes. However, the shop’s previous receptionist left during COVID, and the practice fell to the wayside. “We hope to get back into that because we saw a lot of positive feedback,” he added, noting that the business has hired a new receptionist who will be handling it in the future. Generic mailers received very little attention, while emails personalized to specific clients and projects had a much higher open rate.

36 Mobile Electronics September/October 2021

ADAPTING TO THE TIMES

knew the numbers, it would create some level of animosity, adding, “Such as, ‘If you make that much, then I want more.’ But we all understand it takes a certain amount to run the business. It’s helped with the drive to help make the business more profitable, because [the team wants] job security like everyone else.” He noted one of the key aspects of operation at Solar Pro is that a job begins and ends with the same technician, giving the client a sense of comfort and reliability. “Since we opened, Aaron and I have been the face of the business. It gives our clients a warm feeling and makes them more comfortable spending money with us.” While Schildknecht handles anything custom-made or hand-built, he’s also an expert on the sales floor, according to Barnhart. “If you’re working with someone on the sales floor who will also be doing the install, it’s a very personal experience,” he said. “When our clients’ projects are complete, they know Aaron by his first name. If they want to trade in the vehicle and take all the equipment out, they’ll call and ask for him.” Barnhart said he’s best with day-today operations and the actual running of the business. Each team member has his strengths.

“Mike is more on the window tinting side. He does a lot of assisting, helping to pull and organize wire and installs,” he added. “Because we don’t have a lot of staff, we can all bounce around and help each other.” Willingness to Adapt Helps Business Persevere In the case of backorders during the pandemic, Schildknecht—who handles inventory—said the shop spent more on shipping than usual in the past year than ever before. “We were ordering piece by piece and having to hunt things down,” he said, adding that the shop began to carry more inventory when they realized things would be tight. “Balancing that, knowing when to buy and when not to buy, that’s hard.” The shop recently instituted a new policy intended to help give the staff more flexibility to accommodate a worklife balance. Each Monday morning, the staff meets for 30 to 45 minutes to discuss projects for the day, backorders or any new policies. The store’s new hours support seamless operation. In the past, the team would arrive a few minutes before opening at nine a.m. “Everything was rushed,” Barnhart

explained, adding that the staff now arrives at 8:30. “We still don’t open until nine, and we’re here until 5:30” instead of six p.m. This allows time in the morning to discuss the day’s tasks. “With that 30 minutes extra in the morning, we’re more prepared. It’s invaluable for morale and customer flow. Plus, leaving 30 minutes early feels good and gives us all the ability to have more time at home.” This balance is something Barnhart has personally struggled with in the past, and working on it has made him a more positive person, he said. Due to the pandemic, the shop also implemented a new practice with scheduling, which Barnhart said they’ll keep moving forward. The majority of 12-volt clients now drop their cars off in the morning. Then, the POS system is used to text them when vehicles are ready for pickup. The goal was to increase comfort level and keep people from waiting in the showroom, but it had the side-effect of giving Schildknecht the flexibility to work on jobs in a more manageable order. Barnhart admitted he’d love to switch permanently to a locked showroom, but he said his local clientele wouldn’t respond well to it. “We got pushback during the pandemic for that, but we did find we were more efficient and it was easier to get stuff done,” he added. During the pandemic, the business has learned to adapt not only with how things are handled in the shop, but how clients are addressed, according to Barnhart. He admitted he was concerned about the direction of the business during the past year. “There’s nothing we sell that someone has to have. I was apprehensive. I didn’t know where we were headed,” he said, adding that none of the team wanted to do anything other than car audio, and this was their impetus for finding a way to move forward. And how did they do it? “Passion,” Barnhart said, adding, “Our passion is the only reason we accomplished it. We had to keep people thinking of us. We wanted to make sure they knew we’d still be here.”

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16 00.1

7.1 in

5.3 in

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

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

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%

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

S N R: 94dB

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

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

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

L O W B AT T E R Y

C O N N E C TO R S

CONSUMPTION

38 Mobile Electronics September/October 2021

ADAPTING TO THE TIMES

3 000.1

9 in

5.3 in

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

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

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%

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

S N R: 9 0dB

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

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

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

CTA-200 6 C O M P LIANT

SOUNDIGITALUSA

YOUR MUSIC. YOUR POWER.

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 Learning From Leaders

Keith Selby leads a third-generation family business, which has positioned itself for a solid future in 12-volt. WORDS BY JAMIE SORCHER

n the beginning, Cardinal Sales focused on home audio and video only. The company was founded in 1968 by Sumner Selby, who recognized a need and left his work with GE and CBS to go out on his own. Major manufacturers instrumental in getting the company off the ground included Hitachi, Maxell, Infinity, Akai, United Audio (DUAL), Pickering and Ortofon. In the late 1970s, Cardinal expanded into the 12-volt category with Jensen and Infinity. Today the firm services Indiana,

40 Mobile Electronics September/October 2021

Kentucky, Ohio, West Virginia and western Pennsylvania. One of Cardinal’s key milestones came just a year after Sumner founded it. “In 1969 he picked up a little-known company that most people weren’t aware of called Pioneer,” said Keith Selby, principal and president of Cardinal, who joined his father’s company in 1983. “My dad had a good feeling about Pioneer and he was right. We ended up working with them until they went factory-direct. It was a great run of 13 years.”

In a League of his Own

The car audio business also proved to be a great addition and remains so today. Cardinal represents Aquatic AV, Dual, Powerbass, Dynamat, Jensen and Kenwood. “I was young when we got into this part of the business, but I thought the whole car audio thing would be even bigger,” Selby said. “We ended up getting Sony Car Audio when they first came around. We had the first CD player which was huge at the time.” A major alliance formed with Kenwood, beginning in home theater. Selby noted the 12-volt side had a different rep. “Then Kenwood said they were making the decision to have one rep company for both,” he added. “In 1986 we got the call that we’d be handling both car and home for them, which was great news. We’ve been with them ever since.”

unique spot for dealers to visit and get a full download on new product. Available for viewing are various 12-volt displays, which Selby said are portable. “If we need to go do a demonstration or a sales training, these are designed to be taken out on the road.” The team also has a Scion XB demo vehicle, which was displayed recently at KnowledgeFest in the Kenwood booth. “We keep it up to date with the most recent products. On the home front, we have projectors and speakers, and different AV set-ups in a couple of the rooms.” Today’s trainings and dealer support require more flexibility than ever before, even though Selby prefers the face-to-face exchanges which remain the foundation of any sales operation. “It was nice being able to get back on the road the last few months,” he said. “If you’d asked me about Zoom calls two years ago, I would have said, ‘What?’ We’ve always had conference call numbers, but we’ve added video to conduct our meetings.” There’s no question, he added, that the pandemic has challenged the company, prompting them to utilize video conferencing whenever necessary. “Thank goodness we know how to do all of that now, because we might need to do it all again…very soon,” he said. Strengthening the Foundation Cardinal has cultivated long-standing relationships over the years with not only manufacturers and dealers, but with its

own employees. Selby said he and two others are on the road regularly. “I’ve been blessed to have good people work with me at Cardinal Sales over the years. Right now the average tenure is over 10 years.” Selby credits the company’s success to his team. Not too long ago, his son joined the family business. “Max came to work for me two and a half years ago,” he said. “He was a disgruntled elementary school teacher who after four years said he liked the kids, but the parents drove him crazy. I told him there was always a space for him here. It’s been great working with him and he’s third generation now in the company.” In building and maintaining Cardinal Sales, Selby has cultivated the right mix, both internally and externally. As Sumner Selby discovered, it’s important not to be too reliant on any one vendor. “When my dad lost Pioneer, he told me it accounted for almost 80 percent of his business,” Selby said, adding that losing such an account can put a company out of business. Currently, Cardinal Sales ensures it works for a few major companies. This way, if one decides to go in a different direction, such as factory-direct, Cardinal is prepared. “With Samsung, for instance, which had been factory-direct, they saw Sony doing very well in the custom install channel by having reps. When they decided to go in that direction a few years ago, we were hired by them,” Selby added.

Finding Flexibility in Training and Dealer Support Cardinal is a one-stop-shop offering a comprehensive suite of services. With a dedicated inside staff, the company has experts to expedite dealer inquiries and process orders. There are toll-free lines for immediate support for dealers and distributors, and an informative website that offers much more than pricing once the password is submitted. The company also distributes a monthly newsletter entitled “The Cardinal Rule.” The company’s 2,800-square-foot showroom, the Cardinal House, features a

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 Learning From Leaders

In-Person Meetings Build Trust At press time, Selby was awaiting the possible outcome of the CEDIA event scheduled for the first week of September. Major companies had been pulling out due to the surge in Delta variant cases, due to safety concerns for attendees. “It’s very disheartening,” he said. “We were planning an after-pandemic party at a nice restaurant and hired an artist to perform. It’s a little disappointing.” Selby was also questioning what might happen to the IBEX tradeshow [North America’s largest technical trade event for marine industry professionals] held at the end of September in Tampa, Florida. “It’s for the engineers and for the design of boats,” he said. With Kenwood’s RV and marine OEM business done out of Elkhart, Indiana, Selby has been actively involved in that part of the business, too. “I was planning to go, but it might get cancelled. With things building up again in certain parts of the country, I’m sure we will see some new restrictions.” What all of this has underscored for Selby is the importance of connecting with manufacturers and dealers at shows, on the road and with old-school industry events. “Some companies like Kenwood still have a dealer trip,” he said. “The 100 dealers who qualify this year will go to

Hawaii in October. I hope it still goes on, but like with everything else, I won’t be shocked if I get a call in the next few weeks that it’s been pushed back.” These in-person meetings and gatherings have helped to build relationships and, above all, trust. It makes all the difference when there are new products and programs to try. “You might call up a dealer and tell them about a new product with a demo program, and ask them to give it a try,” he said. “Well, maybe they’re not selling motorcycle or UTV helmet communication gear.” But when a salesperson has built a friendship with a dealer, he said, there’s a higher rate of acceptance in new products. “Our dealers know if something isn’t working or selling that we’re here long-term and we’ll take care of them,” he added.” We work for both the dealer and the manufacturer.” Careful Planning for the Future One of Cardinal’s customers, Tiffen, manufactures luxury RVs. “I work all of their rallies every year—and have for the past 10 years—and these are $250,000 to $400,000 motorhomes,” Selby said, adding that a lot of the owners are full-timers who’ve sold their homes due to real estate taxes. Although he isn’t

42 Mobile Electronics September/October 2021

quite ready to retire, Selby said travel is part of the future for him. “My wife, Bess, and I have talked about it, and it looks like for three months in the winter, we are going to go to a different place around the world,” he said. “Our first trip will be to somewhere like Australia or New Zealand because we’ve been there and it was wonderful. Every year we will try to go someplace different.” Bess, a former flight attendant for more than two decades, is certainly used to traveling and the family always took advantage of interesting opportunities when possible. “We would fly for free everywhere and it was a great benefit,” he added. For now, though, it’s about keeping an eye on the ever-changing climate for doing business. “It’s just important to keep up with things and to be able to adapt,” he said. “The home has become a sanctuary for people. The car, too. People are driving more for things like vacations.” He noted there’s still a major product shortage for both categories. The good news, though, is dealers are busy and booked out for weeks. “Right now,” Selby said, “we’re just doing the best we can to get product allocated.”

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 strategy & tactics

Investment in Knowledge

Industry professionals are able to attend a plethora of educational opportunities, bringing valuable information back to the shop. Here are a few strategies—direct from KnowledgeFest—that you can apply today. WORDS BY ROSA SOPHIA

When a business invests in marketing, advertising or purchasing equipment for the shop, “return on investment” is considered. Sometimes, the return on investment can be difficult to calculate. Benjamin Franklin once said, “An investment in knowledge pays the best interest,” and many retailers would likely agree.

Each year, Mobile Electronics magazine covers KnowledgeFest events, bringing readers who might’ve missed the training sessions a chance to learn from industry educators. This month, we look back on Strategy and Tactics highlights which echo what so many retailers have said in the past: Even if a salesperson or installer takes one small nugget of information back to the shop, that nugget can be enough to transform a business or a

44 Mobile Electronics September/October 2021

career for the better. Focus on Growing Personally and Professionally At Sound Design Alarm, Inc. in Bronx, NY, president of the company Richard Pappas said attending KnowledgeFest Orlando “sparked a fire” in him. He noted that his biggest accomplishment in the past year was the decision to further his own education and the continued

HOW TO CLOSE A DEAL

training of his team. “If you’re not trying to grow, you’re actually shrinking and becoming obsolete,” he said. “The seminars at KnowledgeFest [in Orlando] were sometimes difficult to listen to, since I wasn’t doing so many of the things I used to do.” Deconstruct Your Internal Barriers to Success Pappas even realized there were things he’d forgotten. “To hear and to remember is really a kick in the butt,” he added. “However, turning on the growth isn’t like turning on a light switch. You’d be surprised how many barriers you can create internally.” He noted this is self-sabotaging behavior, adding that his favorite class in Orlando was “Headtrash Removal Surgery” with Kevin Hallinan of Winning, Inc.

“Headtrash” is comprised of any negative self-talk which interferes with personal and professional growth. Hallinan reminded attendees that they could choose either an abundance or a scarcity mindset. [Read more about headtrash and how to prevent it in the August 2021 Strategy and Tactics column in Mobile Electronics magazine.] Learn to Appeal to a Client’s Sense of Wonder At KnowledgeFest Dallas in 2019, attendees were challenged to view their businesses from a different perspective by the keynote speaker, Bob Phibbs, the Retail Doctor. During an interactive exercise, Phibbs made the point that price doesn’t define good value. Instead, he said, “People do.” The focus, he explained, is to appeal to

a potential customer’s sense of wonder. “That takes skill. The goal is to connect with their heart, not just their head. Sales is something you do with someone, not something you do to someone.” Putting this into practice, he said, means training people to communicate. “It really comes down to three parts: engage the stranger, discover the shopper and make a customer. You already have the product knowledge. It’s the soft skills you need.” Show the Client You’re On Their Side Elias Ventura and Chris McNulty, both of whom teach at KnowledgeFest, shared their tips on selling with confidence in the April 2019 issue of the magazine. Building confidence, they said, will help a salesperson become a better listener, and to better understand the client’s needs

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 strategy & tactics to get the stereo image perfect in the car, and then find out the customer didn’t even expect that?” Ward said the industry still has a core customer base of stereo enthusiasts who are a bit older and can afford vehicle upgrades. He explained that a shop might say “all our systems get a digital sound processor at this level of performance.” Different shops may define that level in different ways, he added.

and find a good solution. “You must work hard to ‘be the expert’—from the initial greeting, to your exploration of your client’s needs, to becoming their ally and educating them on options—all the way through the installation and the demo of the final project,” they wrote. “By learning to build confidence and lead the conversation, you will be helping the client to understand that your goal is to help them determine their needs, rather than just have them come in and tell you what they want.” After all, they noted the client may not completely know what they need. “It’s our job to show them what’s available and inform them of the solutions we recommend, which will ultimately give them the outcome they are looking for. The client needs to know that you share their objectives and you’re on their side.” Listen to the Customer In the September 2019 issue, sales trainer Vincent DeStefano wrote about “The Fine Art of Selling Accessories,” based on the class he teaches of the same title. He recounted his past experiences which led him to understand that the

salesperson’s job is to educate customers about what they really need. “[My boss] told me I needed to slow down and spend more time with each customer. He told me not to worry too much about what they tell you they want, but instead to try to find what they really need. Ask lots of questions and then shut up so you can really listen carefully to their answers. Not only that, but really look at them so you see who they are. “Take your time and really to get to know your customers,” he told me. “If you do that, they will give you everything you need to sell them that second thing.” Foster Good Communication At KnowledgeFest Long Beach in 2019, Ken Ward of Educar Training presented a class on selling DSP. [Read the full article in the March 2019 issue of Mobile Electronics magazine.] He underscored the importance of fostering good communication between the front of the store and the back. Often, he said, conflict can occur when a salesperson sells a DSP but doesn’t clearly communicate expectations to the install bay. “Has any technician here spent time setting time delays to try

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Create a Reliable Support System In the August 2019 Strategy and Tactics column, Dave MacKinnon shared his tips on networking at KnowledgeFest, advising readers to tour the exhibit floor, attend training seminars, exchange contact information and more. “While you are learning about the cool features of the products you sell, or learning a new way to tune a digital signal processor to wow your customers,” MacKinnon wrote, “pay attention to who is asking questions and what they are asking. If they are experiencing challenges with specific vehicles or a selling approach, you can use this as an icebreaker to strike up a conversation after the training is done.” MacKinnon urged readers to take advantage of the education offered at KnowledgeFest. “If you want to increase your profitability and efficiency, these are a must,” he said, adding that his main focus was the importance of networking. “If someone has invested in attending KnowledgeFest, you can be fairly sure they’re fundamentally like-minded professionals who want to learn and share their experience and knowledge with others. You need to meet these people.” Previous issues of the magazine still have lots of knowledge to share. Visit issuu.com and search for Mobile Electronics magazine to find our digital issues. Brush up on sales, marketing, networking and much more in the monthly Strategy and Tactics column.

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The Elevated Standard

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 tech today

Here’s Why You Should Get Certified Education and certification is crucial to our industry—especially now. WORDS BY KRIS BULLA

orking on vehicles today requires many different skills. The complexity of components and how they’re manufactured and serviced both play a key part in this. Gone are the days of simply removing a few screws to gain access to the space behind a door panel, or tugging to release fasteners to pull it off. Simply gaining access to the components inside a door or a dashboard demands patience and process. For instance, removing panels in a particular order to prevent damage, properly disconnecting power and connectors to disable airbags or other safety features, and using appropriate tools to remove or replace one-time-use or proprietary fasteners are all experiences you’ll encounter in a modern vehicle. And while you might be a lucky cowboy who seems to guess right more often than not, eventually you’ll run into bad luck. When this happens, it’ll bite

hard. However, getting as much education as possible beforehand will help you immensely when you have to face new obstacles in the process of adding aftermarket products to a vehicle. Being educated is critical to preventing damage or accidents, and will improve efficiency and longevity in the installation bay. There are thousands of certified technicians and specialists already in the program, and the numbers are growing. But why is this so important now? Certification Helps Defend the Industry At this point, we must acknowledge that new restrictions may be on the way when it comes to servicing vehicles or the technology they contain. Ongoing battles are already taking place, including the Right to Repair Act, and SEMA’s RPM Act, which aim to help protect vehicle owners and professionals in repairing, servicing or upgrading.

48 Mobile Electronics September/October 2021

One way to fight back is by utilizing a certification system. MECP has been built by people within the industry, for the industry. Using MECP as our industry certification may help prevent future legislation that could limit our ability to service or upgrade vehicles. For 30 years, MECP has provided study material and examinations to certify technicians and salespeople for mobile electronics products in our industry. The MECP program was relaunched early this year to help improve the accessibility of material and related exams for anyone in the industry. It has also grown significantly by offering new certifications for companies and organizations to educate technicians and specialists on new categories and company-specific training. While continued legislation won’t happen overnight, it may happen soon. It’ll start with cities and counties with local legislation, making smaller changes first. California has made recent attempts

Here’s Why You Should Get Certified to limit who can service a vehicle, and where they can do it. Some of the regulations make sense at first glance—like running a repair shop out of a personal home garage in a residential area. However, those same regulations may limit your ability to work on your own vehicle in some cases. And while that may not directly affect you, this can be the catalyst for efforts to increase limitations. It’s elementary to say that someone who doesn’t have any education or knowledge about specific systems in a car should not work on them. But suppose you’ve taken the time to stay informed? That means you and the rest of the industry will be able to defend and protect the businesses we work in every day. Certification Promotes Best Practices Certification for a given skillset, or knowledge about a subject, is an acknowledgment and statement that you know the material and should have the capability to execute the tasks assigned under any related job description. Certification for our industry is where the Mobile Electronics Certified Professional (MECP) program comes in. Varying connection methods have benefits in certain types of installations, and proper mounting methods are critical for passenger and vehicle safety. Facebook groups and YouTube might answer some questions, but understanding the correct way to do something and why a particular method is used will help you to achieve better results more consistently. There are even standards and recommended best practices for many tasks you’ll perform on a vehicle, and those are tried and true. Adam Devine, owner of Devine Concepts in Naples, Fla., is a Master-level technician whose career began in 2002. “My First Class Certification helped pave the way into a retail career with a big box store, and I was hired as a part-time technician,” he said. “Throughout the years, my certification level and status helped me achieve advancements in position and salary as our retailer put a big focus on the MECP program and stressed certification and advancement.” In 2015, Devine earned his Master Certification.

He said the added knowledge and troubleshooting skills he gained through MECP certification helped make him into a more efficient technician. “The ability to identify, isolate and eliminate any issue increased and helped build my personal brand with clients,” he said. “Skillsets and tools from MECP allowed me to turn almost any negative situation into a positive.” Other shops, he said, might just swap parts until the achieved result was reached. On the other hand, knowing how to properly find and fix the problem builds trust and loyalty with clients. Devine explained that when he opened his shop, his MECP Master Certification helped attract vendors and distributor accounts that might’ve otherwise turned away a brand-new store. “My Master Certification gave them peace of mind that I not only had the knowledge and expertise to install their products correctly, but I would protect their brand and line by providing a world-class customer experience from start to finish,” he said.

The Right Tool, the Right Resources Using an accurate vehicle repair resource like Mitchell1 ProDemand will provide you with vehicle manufacturer methods of removing components and the associated panels and covers around them. In addition, it will give you wiring schematics to identify which signals are present in a harness or at a module, and it will show you the routing of the harness through the vehicle. Some manufacturers even provide specific signal data to help you determine how to integrate with the circuit or diagnose a problem with a component. Information like this can save valuable time when working on a vehicle you’ve never seen before, or integrating into a new type of system, and it can reduce errors or wasted work significantly. One simple mistake when working on a newer vehicle can mean catastrophic damage. From the simple repair or replacement costs of a new trim panel to the far more costly replacement of a damaged engine or body control module or vehicle harness, the potential for a huge loss on the job is very real. The

Kris Bulla—shown here presenting at KnowledgeFest Indianapolis, 2021—is the president of the MECP Program.

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 tech today

Adam Devine of Devine Concepts utilizes his MECP Master Certification to forge connections throughout the industry and to turn almost any negative situation into a positive one.

truth of the matter is that most accidents are preventable. Let’s take a situation that is still, for some reason, a pretty common occurrence: Testing modern vehicle circuits with a test light. Whether “computer safe” or not, the tool still applies a power or ground signal into a circuit that can damage the circuit itself or a component within it. The number of circuits and devices in a vehicle that are designed for low current signals is now a majority instead of just being a couple here and there for specific things. And if you couple that tool usage with not having a schematic to identify what you’re even testing, it’s like pouring gasoline on a fire. The argument that many technicians make to defend the use of a test light usually doesn’t have anything to do with a modern low-current circuit. For example, testing a light bulb, triggering a motor or relay, and other similar situations may be perfectly acceptable

applications for the use of the tool. But none of those tasks are looking for an ignition signal in a low-current harness, or a trigger in a new body control module. It’s critical to use the proper tool for the job. And your own familiarity with a tool or lack thereof—along with your twenty-year-old habits—are no defense for destroying a control module by applying voltage or ground to a circuit and burning a trace off the circuit board. The good news? This right information, along with guidelines and applications, is readily available to anyone in the industry and can be used to improve the techniques and standards in any shop. Keep Growing with MECP Certification Recently, Devine became a subject matter expert and contributing author for the new MECP Basic Study Guide and exam. He went on to say that MECP has helped him expand his peer network, and his network with other

50 Mobile Electronics September/October 2021

business owners and technicians around the globe. He noted that he frequently receives calls from installers and owners who want to run a situation by him, or who need tech support. “Being able to help a fellow technician accomplish something they’ve been struggling with is a very rewarding feeling, and once again shows the strength in the MECP program and how the knowledge and power not only impacts you as technician, but your peers, clients and the clients of your peers,” Devine explained. MECP, he added, helps a 12-volt professional to understand the “why” behind a system, circuit or design. “Without MECP, I wouldn’t have a career—I’d have a job.” It’s important to stand up for the industry and continue our education. Obtain your certifications and push for standardization before someone else does it for us. Get educated, get certified, document your experience and support organizations like CTA and SEMA, both of which provide resources which monitor legislation and provide a platform to get involved. For more information about MECP, visit www.mecp.com. To check your own certification status, visit https://mecp. com/verification. To reach out to MECP directly, email mecp@mecp.com. Kris Bulla is the President of the MECP Program, a division of the Certification Systems Technology Company that he owns. He has more than 25 years of experience in OEM and aftermarket vehicle electronics and integrating these products into modern vehicles. He has been involved with the MECP Program since 1999, and has been certified since 1996. His purchase of the program from the CTA in late 2020 has provided the opportunity to drastically improve the content and accessibility of the program’s certifications, growing it to cover new emerging segments of vehicle integration.

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 installs

52 Mobile Electronics September 2021

this award-winning Toyota Tacoma is an SQ “race car,” created to compete. SUBMITTED BY JUSTIN KUSH, MOBILE TOYS, COLLEGE STATION, TEXAS

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 installs

This 2016 Toyota Tacoma was featured in a video that 2020 Installer of the Year Justin Kush submitted for consideration in the Industry Awards. He called it an extreme sound quality build, adding that every choice made regarding the installation revolved around what would make it sound better—everything from the shape of the dash and the speaker location, to the types of materials used. “We used a Samsung tablet to stream hi-res Bluetooth audio directly to the BRAX DSP,” he said. “For the amplifiers, we used four BRAX MX4 that powered a set of Focal Ultimas. We ended up swapping out the Ultima 8-inch for the Focal 8-inch Utopia M profiles. And for the subs, we used two Audio Development Vipera F12s in a ported enclosure.” The electrical system was upgraded to add two Stinger batteries. The factory battery was replaced, as well, and the alternator was re-spun to produce more amps. Kush said MDF was used in the build as well as expanded PVC, expanding foam, acrylic and fiberglass. “For the dash, I made a skeleton out of expanded PVC and used expanding foam to get the shape I was looking for,” he

54 Mobile Electronics September/October 2021

explained. “I covered it in fiberglass and then spent hours and hours sanding it. When I thought I was done, Chris Pate, David Cruz and Matt Vowell went over my work and picked out all the flaws.” Kush admitted it was pretty disheartening at the time, but he went back to sanding. “Their constructive criticism ultimately made the finished product better,” he added. “For the doors and sub enclosure, everything was modeled in Fusion 360 first and cut on our CNC.” This ensured both sides would be exactly the same. A 3D printer was used on a few parts, such as door handle trim and the border around the MTI logo. Kush said due to the amount of wiring involved, he wanted to ensure all the wiring ran flat and clean. “I also made custom grommets to keep them organized. This was my massive solo build at MTI Acoustics.” While the style of the build might not appeal to everyone, he said, Kush sees it as a “race car” because it was built for a purpose. In this case, sound quality. “This truck took first place in IASCA at SQOLOGY in Dallas, Texas,” he added.

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From The President

Turn in your nominations by midnight on November 14 for consideration. On the deadline, all nominations must be received along with the videos.

Time to Mark the Calendar If a date slips your mind, remember to check the official timeline at www.meindustryawards.com. All retailer awards will allow for self-nominations with a second, as well as blind nominations. Once you’ve been selected for Top 12 and Top 5, there will be a new outline and set of questions. For 2022, we have also added two categories for manufacturers: Lighting and OEM Integration. Additionally, we added the Support Technician of the Year to recognize the best technical support person. Turn in your nominations by midnight on November 14 for consideration. On the deadline, all nominations must be received along with the videos. Be on the lookout for on the Top 50 and Top 20 announcements on December 3. We’ll make these announcements via video, and we’ll list them on the Industry Awards website. Spread the Word at KnowledgeFest KnowledgeFest Dallas will be held December 10-12. If you attend, you’ll get an additional ribbon to display on your badge that recognizes your place on the Top 50 or Top 20. This is a great way to encourage peers to vote for you during the event. Voting for that round ends on December 19 at midnight. Recognition for the Committee The Mobile Electronics Association would like to extend a special thank you to all the Industry Awards committee members for their time and contributions. Dean Beyett: IOTY Runner Up 2020, Five Star Car Stereo, Clearwater, Fla. Top 12 Installer 2019. Top 5 Trusted Tech 2019. Bryan Piper: Trusted Tech winner 2015. He was also a Top 50 Installer in 2015. He worked at Bay Area Audio Visions, Corpus Christi, Texas. Top 12 Installer in 2016 while at Resonance Auto Craft, Corpus Christi, Texas. He now works for Cerwin Vega and Diamond Audio. Kris Bulla: Rep of the Year winner 2016, while working for DOW Electronics. He now

56 Mobile Electronics September/October 2021

works for Sony (Actionlink) and is the president of MECP. Ata Ehdaivand: Top 50 Retailer 2016, Absolute Electronix, Rockville, Md. Trusted Tech winner 2017. Most Improved Store winner 2017. Top 12 Installer 2017, 2018. Top 12 Retailer 2017, 2018, 2019 and 2020. Best Online Presence winner 2019. Top 50 Installer 2019. Elias Ventura: Sales Pro winner 2017 while working for Sound FX, Lewes, Del. He now works for HKI, SounDigital and Ground Zero. Jayson Cook: Sales Pro winner 2019 Columbus Car Audio and Accessories, Columbus, Ohio. Columbus Car Audio and accessories, Best Customer Experience winner 2018. Jason Kranitz: Two-time Retailer of the Year winner 2011 and 2017, Kingpin Car and Marine Audio. Retailer of the Year runner-up winner 2016. Top 12 Retailer 2015. Installer of the Year winner. Top 12 Installer 2015. Top 100 Installer 2014. Best Customer Experience winner 2017. Sales Pro winner 2020. Top 5 Sales Pro 2018. Jeff Smith: Installer of the Year winner 2009. We’ll explain the rest of the process as the Industry Awards roll out. If you have any questions, contact info@mobile-electronics.com. The Mobile Electronics Industry Awards will be presented on the last day of KnowledgeFest Las Vegas, February 18-20, 2022. See you there!

Mobile Electronics Magazine September-October 2021

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