Mobile Electronics Magazine - June 2022 by Mobile Electronics

June 2022

me-mag.com

ROLLING WITH THE RESET WHAT’S THE KEY TO A HEALTHY WORK AND LIFE BALANCE? SALES PRO OF THE YEAR ROBERT KOWATCH TALKS PRIORITIES AND THE ART OF THE RESET.

ARE YOU READY? Industry professionals discuss preparedness for all emergencies, emphasizing processes and procedures aimed at protecting businesses.

PAYMENT PLANNING

Close more sales by learning methods and strategies for presenting financing to clients.

Volume 54 Issue 6 ADVERTISING SALES

sales@mobile-electronics.com

EDITORIAL Rosa Sophia MANAGING EDITOR

978.645.6466 rosas@mobile-electronics.com Chris Cook E D I T O R - AT - L A R G E

CREATIVE LAYOUT AND DESIGN

12 FEATURES

ARTICLES

12// What’s Happening: Staying Prepared

20 Retail News

Whether it’s a natural disaster or another unanticipated event, industry professionals discuss best practices for ensuring businesses are ready for anything.

30// Sales Pro of the Year: Seeking Meaning

After a much-needed reset, Sales Pro of the Year Robert Kowatch decided to realign his priorities, creating a healthy balance between work and personal life.

DEPARTMENTS 4 6

Editor’s Forum Feedback

ON THE COVER:

mobile electronics association

Chris Cook PRESIDENT

978.645.6434 chrisc@mobile-electronics.com

DIR. TECHNOLOGY SOLUTIONS

978.645.6449 richb@mobile-electronics.com Tony Frangiosa CHAIR MAN OF THE BOAR D, ME A

AD INDEX

At KnowledgeFest Las Vegas in February, Robert Kowatch of Perfectionist Auto Sound & Security in Anchorage, Alaska was named the 2022 Sales Pro of the Year. Some of his family celebrated with him at the Industry Awards. Pictured: Meagan and Robert; the couple’s new baby, Crush; and their daughter, Breckynn. facebook.com/me-mag

2 Mobile Electronics June 2022

Richard Basler

Driven by his passion for car audio, Greg Delgado launched GCH Automotive with a mere $700, growing the company into a sevenmillion-dollar business.

If done right, offering financing can help close sales and make dreams come true. Sales trainer Vinnie DeStefano shares tips and strategies on presenting this option to customers.

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40// On the Money: Planting the Seed

44// Strategy and Tactics: How to Educate Clients About Financing

Contributing Editors Jamie Sorcher and Laura Kemmerer

Alpine Electronics . . . . . . . . . . . . . . . . . . . . . 29 AudioControl . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 Firstech - Momento . . . . . . . . . . . . . . . . . . .55 Harman - Infinity . . . . . . . . . . . . . . . . . . . . . . 23 Kenwood . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Kicker . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 KnowledgeFest-Las Vegas . . . . . . . . . . . . . .11 KnowledgeFest-Dallas . . . . . . . . . . . . . . . . . 15 MECP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .53 ME-TV . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .49 Pixel Technologies . . . . . . . . . . . . . . . . . . . . . . 9 SiriusXM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Snap Finance . . . . . . . . . . . . . . . . . . . . . . . . . 47 Sony . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 HKI USA - TURY . . . . . . . . . . . . . . . . . . .36, 37

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E D I T O R ’ S

F O R U M

ROSA SOPHIA • MANAGING EDITOR

STYLIN’

What’s your learning style? If you’re looking to expand your skillset or refresh your memory, it’s useful to understand the methods that work best for you.

Over the years, I’ve spoken with a number of Industry Award winners. A common thread seems to connect them: They’re always willing to take risks. They have a positive attitude, a passion for exploration. “Hey, I’ve never done this,” they might say, “but I’m going to try it anyway and see how it goes.” Setbacks aren’t viewed as failures, but rather as lessons learned. This month, we look forward to another round of education sessions at KnowledgeFest Orlando. But whether you’re at KnowledgeFest, a vendor training in your own city, an in-house training at your facility, or another educational event, the same fact applies: If you get to know your own learning style, you’ll be better equipped to grow your skillset and bring that information back to your team.

ARE YOU A VISUAL, AURAL, VERBAL OR KINESTHETIC LEARNER?

What are your strengths? If you aren’t sure, take a moment to consider under which conditions you best absorb knowledge. Exercising patience helps in any educational endeavor, especially if you feel like you don’t do well in a classroom atmosphere. Do whatever you can to retain the information, without overwhelming yourself. As every technician’s been taught, use the right tool for the job. In the classroom, your tools might include your phone, a pen and paper, or even a recorder. Take photos of slides and jot down notes. You might even record some of the discussion to review the following day, or when you return to the shop.

“

As every technician’s been taught, use the right tool for the job.

Understanding helps conquer trepidations. I’ve always been interested in working on cars, but attending automotive school taught me the fundamentals and helped dispel any fears. The same is true for technicians working to understand the ins and outs of DSP tuning, for example: Understanding helps lessen fear, but it always begins with a willingness to step beyond the boundaries of one’s comfort zone. Educator Neil Fleming created the VARK model—Visual, Aural, Verbal and Kinesthetic—to help people understand learning styles. You might learn best from watching, listening, discussing or taking part in hands-on activities. Some people learn best on their own, while others learn well socially. We all know the power of networking. Many of us learn from speaking with peers at industry events, which is often just as valuable as listening to a presentation or asking questions in a classroom.

4 Mobile Electronics June 2022

GATHER THE TOOLS THAT HELP YOU LEARN

MOST IMPORTANTLY, TAKE IT ONE STEP AT A TIME

Listen. Discuss with your peers. Observe during demonstrations. Take part in any hands-on educational opportunities. Afterward, ask yourself a few questions: What did I find most informative? Which method of learning helped me the most? What are three takeaways from this training, and how can I apply them in my work? If you’ve recorded part of the session, listen again to see if there’s anything you missed. Review your notes. Ponder any questions you may have, and follow up by reaching out to instructors or peers. You’ve already heard you shouldn’t try applying everything you’ve learned all at once upon returning to work. Start small and build up slowly in any endeavor. Such an approach will lead you steadily to accomplishing your goals. Find your style, gather your tools and stay the course. Your skillsets will grow, and hopefully, so will your excitement and passion for your chosen field.

”

 feedback

CULTIVATE PATIENCE

What are the keys to advancing in your craft? Retailers recommend putting in the time, attending trainings, nurturing a solid support system and cultivating patience. “I honestly think patience is key. Not everything you do will be successful and not everything will go your way. Make sure you have a great support system in place. Mine is my family who 100 percent supports what I am trying to do. The only thing I wish I had done differently would be to have started this adventure a little sooner so I would be a little further along.” - John Brettle, The Mesh Man, Centerville, Utah

6 Mobile Electronics June 2022

“Training makes you more efficient. You have to get the install to a point where you can test it without having to go back and undo a bunch of things if something’s wrong. [Your ego] wants you to complete it, test it and know that it’s good because you did it—but that’s not always the case. I think training is huge. You need classroom training and hands-on training, which is probably more important. [A technician might be able to] recite Ohm’s Law to me, but if they know how to use a multimeter, and they know the capacities of an amp, that’s better because you can make the shop money versus [be able to simply] pass a test.” - Sam Flynn, Flynn Audio, Middleton, Wis.

“If you want to expand your skillset, you have to put in the time. You need to make the commitment to push yourself and your knowledge to the next level. It has to become part of your routine.” - Adam Devine, Devine Concepts, Naples. Fla.

 stats

ARE WE BACK TO 2019?

mobile electronics association

CERTAINLY NOT! 2022 V/S 2019 Quarterly Retail Sales

The Mobile Electronics Association reports specialty retailer performance comparing the first part of 2022 as compared to 2019.

2022 V/S 2019 Monthly Retail Sales UP

24%

27%

24%

16%

14%

UP 15% 12%

2018

15% 12%

Forecast is Flat

May

Second Quarter

V/S

First Quarter

2019

2018 V/S

2017

*Data incomplete

DOWN

2020

2021

2022

2019

2020

2021

V/S

**Forecast data is estimated based trending information

2022 V/S 2021 Monthly Retail Sales

Historical Data

April

February

January

March

Second Quarter

First Quarter

June

32%

** DOWN

DOWN

15%

 helpful stuff

BOOK: The Power of One More: The Ultimate Guide to Happiness and Success BY ED MYLETT Often, people are only one more intentional thought or action away from discovering their best life. In this book, renowned keynote speaker and performance expert Ed Mylett draws on 30 years of experience as an entrepreneur and coach to top athletes, entertainers and business executives. He reveals powerful and practical strategies to help you live this extraordinary “one more” life. Read about his breakthrough ideas: becoming an impossibility thinker and a possibility achiever, the dynamics of team chemistry and becoming a “One More Multiplier,” and faith, energy, and quantum science. Use these universal strategies to kick-start change in your life—both professionally and personally.

BOOK: To Risk It All: Nine Conflicts and the Crucible of Decision BY ADMIRAL JAMES STAVRIDIS USN One of the great naval leaders of our time, retired four-star U.S. naval officer Admiral James Stavridis, shares what might be considered a master class in decision-making under pressure through the stories of nine famous acts of leadership in battle. At the heart of training as a naval officer is the preparation to lead sailors in combat, to face the decisive moment in battle whenever it might arise. Every leader in this book has real flaws—as all humans do—and the stories of failure, or at least the decisions that have been defined as such, are as crucial as the stories of success. By the book’s end, you will be better armed for hard decisions both expected and not.

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WATCH THIS: American Auto WWW.NBC.COM/AMERICAN-AUTO Start your engines if you haven’t already. American Auto, a car-centric comedy, was just renewed for its second season which is expected to have 13 episodes. The plotline certainly makes sense: A floundering group of executives at a major American automotive company in Detroit try to rediscover the company identity amidst a rapidly changing industry. Watch how the folks at Payne Motors try to navigate the world of self-driving cars and other 2021 industry challenges. With producers and actors that have ties to The Office, Superstore and Saturday Night Live, there’s no question this got the green light.

SITE TO SEE: Overland Expo WWW.OVERLANDEXPO.COM Overlanding was already a thing pre-pandemic, but now this vehicle-based adventure travel pastime is booming. With off-the-beaten-path exploration, camping and self-reliance on everyone’s radar, overlanding is exciting for both first-timers and seasoned pros. There’s no better place to check it out than the Overland Expo. A series of family-friendly events, the expo travels across the country from Arizona to Virginia between May and October. The next one is scheduled for July in Redmond, Oregon. You’ll see hundreds of vendors with cool gear and off-road builds of every shape, description and value. There’s also live music, food and more.

 what’s happening

STAYING PREPARED

12 Mobile Electronics June 2022

Whether it’s a natural disaster or another unanticipated event, industry professionals discuss best practices for ensuring businesses are ready for anything. WORDS BY ROSA SOPHIA

n the last couple of years, the pandemic and devastating weather events have tested the preparedness not only of companies in the 12-volt industry, but of people everywhere who found themselves caught off-guard. June marks the beginning of hurricane season for those in the south and southeastern areas. Adam Devine of Devine Concepts in Naples, Fla. said he keeps a staple of supplies in case of emergency, for both home and business use. “I have a generator for the house and extra five-gallon water jugs for the shop. I also have a few gas cans that I keep filled and cycled through rotation to make sure we have extra fresh gas,” he said. “I also keep non-perishable items and a go-bag of basic essentials, in case I just have to leave.” COVID-19, he said, was eye-opening in terms of how he views emergency planning. He reflected on his experiences helping to manufacture and donate face shields during the start of the pandemic. “It goes to show we were all a little unprepared for a mass emergency,” he said, adding that it caused him to put

Devine Concepts in Naples, Fla. stays prepped for hurricane season, which began on the first of June. Business owner Adam Devine said he also keeps a go-bag of essentials on hand in case he has to evacuate..

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 what’s happening

more thought into creating a plan with family members, or having a secondary location in which to find safe harbor. After all, he noted, “Anything can happen at any point in time.”

BE PREPARED WITH AN EMERGENCY RESPONSE PLAN

Dan Bowman, who works in sales at Titan Motoring, said the business is very “community forward,” and seeks to be of assistance as much as possible.

14 Mobile Electronics June 2022

In 2020, in the midst of the pandemic, people everywhere were already being tested in terms of safety and preparedness. Then, Hurricane Ida made landfall in Louisiana. Sandy Crespo-Mossi, operations manager for Oracle Lighting, based in Metairie, La. recalled a feeling of being on edge: “We have some employees who live close to the water, and some who drive from farther away,” she said. “We knew the intensity of how fast Ida was coming. We closed and made sure everyone had enough time to evacuate.” Fortunately, Oracle Lighting didn’t suffer major

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 what’s happening

“In a perfect world, we’d have backup power so if you can get to work, you can keep earning.” damages, she added. “Compared to many in this area, we were very lucky.” When Ida hit, the company was already in a state of continuous preparedness due to COVID, according to Crespo-Mossi. “We had a limited group of people in our building. Most were working remotely. We were taking a lot of safety measures,” she said. “We switched gears and prepared for potential hurricanes. It was constant for us.”

16 Mobile Electronics June 2022

She thought back to Hurricane Katrina in August of 2005, noting that Oracle was in a different location at the time. “During Katrina, the owners had to relocate the offices and operations to another state until they were able to return,” she said. After Ida, Oracle began revamping its emergency action plans. Crespo-Mossi noted that it’s one thing to have the plans in place, but it’s a whole different thing to ensure the staff knows and understands those plans. Any company creating an action plan should make certain employees know what to do in case of an emergency. If possible, a company should have a generator in case of power loss, she added. “I think we did really well during Ida, for the most part,” she said. “In a way, the pandemic prepared us. It allowed a lot of our customer service and sales to continue in a limited way

from wherever [our employees had] been evacuated to.” Dan Bowman, who works in sales at Titan Motoring in Nashville, Tenn., said, “In a perfect world, we’d have backup power so if you can get to work, you can keep earning.” However, he said, that’s not always possible for all businesses. On December 11, 2021, tornados hit multiple communities in five states. Titan Motoring in Nashville, Tenn. had just completed a build on a 2019 Ford F-150 the previous month when a tornado came through, destroying the truck—along with the client’s second vehicle—with multiple fallen trees. The owner of the truck, Gary Pentecost, said he’d only used it once. Due to supply chain issues, Pentecost is still waiting on his replacement truck. In the meantime, he purchased a preowned Ford F-150 Tremor, which Titan

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 what’s happening

has worked on. Pentecost said the team at Titan Motoring has gone above and beyond throughout the process. The first person to call him the morning after the tornado was Bowman. “They really understand the customer’s needs,” Pentecost said. “They really listened to what I was trying to accomplish. When I’m up in the woods and it’s dark, I can light up the entire area around my truck. They suggested lighting I didn’t even know I needed.” Bowman said the team upgraded the truck so the client could pursue his outdoor hobbies of fishing and hunting. The vehicle had to be able to drive on difficult backroads in West Virginia, so the suspension was upgraded. “We added 70 to 80 horsepower, lifted it about 2.5 inches, and put in a radio and a full lighting upgrade,” he said, adding that the truck had to be able to pull a trailer on occasion, and also be able to navigate off-road to better hunting and fishing spots.

18 Mobile Electronics June 2022

After the team at Titan Motoring completed a build for a client in November of 2021, tornados hit multiple communities in five states, causing a lot of damage. When the client’s truck was destroyed by fallen trees, the team carried out work for him on this Ford F-150 Tremor.

“Every region is a little different,” Bowman added. “Make sure you have multiple ways of communicating with your clients. It seems like we’re seeing more tornados lately, and they’re hard to contend with because they’re more unpredictable. There’s not a lot you can do.” Devine said it’s important to stay as prepared as possible. Those living in Florida or in any area impacted by hurricane season, he added, are aware of how to get ready for storms, and when. However, he feels it’s important to reassess emergency planning as needed, or every six to eight months. Don’t wait until a storm is coming to consider options. Have a plan, he said, “to protect your business and your employees, just like you have a plan for

your home and your family.” He advised business owners to think of their business as their second home, and their employees as their extended family. “Being educated about the current economic and meteorological climate is important to help you determine when adaptions are needed,” he said. “If you don’t know what’s going on or what could potentially happen, you’ll have a difficult time creating an efficient plan.”

FACE CHALLENGES AS A COMMUNITY At Oracle Lighting, Crespo-Mossi said the pandemic only underscored the fact that the team always comes first. She added that, often, companies focus on revenue, “on how much money they’ll lose when things haven’t even happened yet.”

Oracle Lighting, though, is concerned with its people. “We have no business without our team. Hurricane Ida and the pandemic emphasized that even more,” she said, adding, “It’s most important to protect our staff.” Bowman agreed, stating, “Make sure no one has put themselves in danger to get to work.” Along with taking extra care with customers, Titan Motoring also tries to get involved with as many local charities and events as they can. The business takes part in toy drives, as well as year-round clothing drives to help the homeless. Titan will also get the public involved by sharing about it on social media. The important thing, he said, is that the community knows the team at Titan is there for them. “In my experience, that’s how the custom car and 12-volt industry is—not just around here,” he said. In the past, when he worked for a different business, Bowman said the local Christmas parade was slated for cancellation, so the shop sponsored the entire thing. At Titan Motoring, Bowman said, “We want to the community to know we want to be involved wherever we can.” “When a natural disaster happens, you’ve already got the mindset to pull together,” to support each other as a community, he said, adding, “Whether it’s raising money, collecting food, or offering support…we can help.”

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 retail news

DSP Audio and Video Celebrates

20 YEARS IN BUSINESS WORDS BY LAURA KEMMERER

20 Mobile Electronics June 2022

DSP Audio and Video, based in Silver Spring, Maryland, just celebrated its 20th anniversary—a significant milestone for any business. Eddy Lamour, the owner of DSP, noted that the business currently has a staff of three. “I decided to venture out on my own. I was mobile at first, and I did that for about three months,” he said. “I worked out of my parents’ house at the time. I eventually rented space from a local automotive shop.” According to the owner, DSP does everything from remote start to window tint, custom fabrication, and electrical troubleshooting, paying close attention to

“A big part of my growth happened about four or five years ago when I came to my first KnowledgeFest, and I did a lot of networking.” quality and customer service. DSP’s space is around 1,500 square feet, with 500 allocated for sales and the rest fitting up to three vehicles for installation work. “We’re planning on doing something this summer to celebrate,” he said. “A combination event at the store, car show. There’s a mall nearby where you can rent space, because our facility parking is not that great, so to have a large event at my store wouldn’t work that well.” How does Lamour keep a business running so long? The answer: Patience, perseverance, and paying attention, according to the owner. “I’ve been doing this over 20 years, but I think it’s important to keep up with what’s going on in the industry,” he said. “A big part of my growth happened about four or five years ago when I came to my first KnowledgeFest, and I did a lot of networking.” Lamour worked with Del Ellis to remodel the business, and alongside that has contended with problems from competitors like Amazon—issues he’s gradually overcome with Ellis’s help. And thinking toward the future, Lamour noted he has some interest in expanding into laser machine and CNC work in the near future. “We are expanding into the RV business, as well. We’ve done a lot of business in the past six months, and a lot of marine, as well,” he added. Lamour emphasized the importance of attention to quality, and how word of mouth is still the most effective marketing for a business. “Make sure you do quality work and provide good customer service,” he said, adding, “It’s a foolproof plan.

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 retail news

WHO’S WHO?

Sam Flynn Shop: Flynn Audio Location: Middleton, Wis. Years of Industry Experience: 17-plus Hobbies: “This was my hobby, and I turned it into work. I’m also in a two-seater sports car club during the summer. I’ve also been heavily involved with choirs all of my life. I was in the Wisconsin Chamber Choir for years.”

Detailing and Car Wash Often Lead to Bigger Jobs for Sound Design

What You’re Really Good At: “I enjoy being the face of the company and working with clients. The social aspect of the sale is my favorite part, and I think that’s what I excel at.”

WORDS BY ROSA SOPHIA At Bronx, NY-based Sound Design, auto detailing and hand-washing vehicles doesn’t provide a lot of profit, according to owner Richard Pappas. However, he said the category brings in nicer vehicles and often leads to discussing other categories or opportunities with the customer. The shop has been offering these services for about two years, and Pappas noted the detailing makes a bit more money than the car wash. “We do a little bit better than breaking even with the car wash and detailing, but it’s a service that leads to other things.” Clients who come in for these services are often people who want higher-quality products, he said, adding, “That’s the customer I want.” Additionally, the pandemic led to an increase in auto detailing at Sound Design, but it also led to an increase in street vendors offering car-washing out of vans, according to Pappas. As a result, the shop’s revenue in car washing dropped, he said, due to more mobile businesses opening in his area.

22 Mobile Electronics June 2022

Nicholas Frazier Shop: iNNovative Concepts Location: Wilbraham, Mass. Years of Industry Experience: 15 Hobbies: “Spending time with family, and my wife, Tiffany. We both work a lot, so the time we have together is special.”

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 Hot Sellers

SELLING THE EXPERIENCE What’s the best way to overcome objections? Retailers agree the best methods include demonstrating value and creating experiences for clients.

DIAMOND AUDIO DMD653 6.5-INCH 3-WAY COAXIAL SPEAKER SUBMITTED BY:

Scott Steiger, Illusive Audio, Vero Beach, Fla. MAIN SELLING FEATURES:

“The sound quality.” PRIMARY OBJECTION:

Price. Concern about sound quality. HOW TO OVERCOME:

“We compare the product with other speakers [to show customers its reliability].”

24 Mobile Electronics June 2022

KICKER 47TRTP102 SEALED DOWNWARD-FIRING ENCLOSURE WITH 10-INCH 2-OHM SHALLOW-MOUNT SUBWOOFER AND PASSIVE RADIATOR SUBMITTED BY:

Kimberly Trainer, Car-Tunes, Inc., Greenville, Miss. MAIN SELLING FEATURES:

“The versatility of this enclosure is awesome. The applications are limitless and it sounds amazing every time in different vehicle environments.” PRIMARY OBJECTION:

Size, color and style. HOW TO OVERCOME:

“Some people look at the size of the slim enclosure and think it will not be loud enough, but the unique design with the passive reflex sub extremely enhances the bass. We have one front and center under our sound display to allow the customer to hear for themselves and we scatter others throughout the showroom ‘stacked’ to show the limitless possibilities of this cool little enclosure.”

AUDIOFROG GS8ND2 SHALLOW 8-INCH SUBWOOFER AND MIDBASS DRIVER SUBMITTED BY:

David MacKinnon, Of Sound Mind Labs, Burlington, Ontario, Canada MAIN SELLING FEATURES:

“Nobody that I know of has an 8-inch woofer that offers subwoofer-level excursion while still being capable of playing up high enough to act as a midbass driver. In both scenarios, the product sounds amazing, outdoing solutions that are bespoke to either category.” PRIMARY OBJECTION:

“Most consumers don’t understand what makes this different from a driver tailored to sub or midbass duty.” HOW TO OVERCOME:

“A quick explanation of what it takes to create a high-quality driver that is good in both applications, followed up by a listening experience in a properly configured and calibrated demo vehicle.”

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 Hot Sellers ALPINE ILX-407 DOUBLE-DIN SHALLOW CHASSIS CARPLAY RADIO MAIN SELLING FEATURES:

Our customers love this product because it’s maestro compatible.”

VIPER DS4 DIGITAL REMOTE START WITH WIRELESS CONNECTIVITY SUBMITTED BY:

Mike Hungerford, KarTele Mobile Electronics, Waterbury, Conn. MAIN SELLING FEATURES:

“This product is easy to transfer to the next vehicle or remove at end of lease time.” PRIMARY OBJECTION:

Price. HOW TO OVERCOME:

“We can show our business’s value and expertise, as well as the many options for a vehicle specific harness when they apply.”

KINGPIN UNIVERSITY GLUE CADDY The Kingpin University glue caddy—available for purchase at kingpinuniversity.com—is an easy solution for storage of essential glues and aerosol activator. The caddy comes with a pair of 2.5-ounce bottles of Kingpin’s Instant Cure CA Adhesive, along with a 7.5-ounce can of CA activator. The caddy keeps chemicals upright and visible for fast retrieval and storage.

26 Mobile Electronics June 2022

PRECISION POWER CAR AUDIO Precision Power offers a full line of automotive sound solutions, including the PowerClass vertical mount amplifiers. These amps easily fit into small areas, saving space. Also available: The Atom Series full-range speakers and subwoofers. Precision Power offers high quality for more affordable prices.

AUDISON BIT TUNE WITH INCREASED CAPABILITY The Audison bit Tune has been available for over nine years. Recently, the company tripled the number of tests technicians can do using the existing hardware. A free software upgrade increases the versatility of this tool, making additional third-party tools unnecessary.

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 Hot Sellers JBL HARMAN CLICK BLUETOOTH REMOTE FOR IPHONE AND ANDROID SMARTPHONES Whether a phone is hooked up to headphones, a portable Bluetooth speaker, a head unit or any other option currently on the market, the CLICK provides master volume, play and pause, track up and down and phone call pick-up and hang-up. This product will also work on cars that don’t have steering wheel controls, as well as boats, golf carts, ATVs, motorcycles and bicycles. The CLICK can even be affixed to a baby stroller. Users can connect up to eight CLICK devices to one phone.

AUDISON B-CON HIGH-RESOLUTION CAPABLE BLUETOOTH STREAMER This high-resolution capable Audison Bluetooth streaming device works with both iPhone and Android. LEDs positioned on the top of the device confirm the performance level that’s being achieved when the phone is connected.

AUDIOMOBILE ENCORE 44 HIGH-PERFORMANCE DRIVERS The new Encore 44 Series expands on the proven performance of the Evo 24 Series platform. It features a low-profile Prosound 6-spoke cast alloy frame with a fully CNC machined motor, 1,000-watt RMS power-handling and a three-inch dual voice coil with proprietary T-shaped magnetic gap. The proprietary SMG (Shaped Manifold Gap) motor includes the “ICAR” Aluminum Intercooler technology, providing both a superior ‘thermal-transfer’ path, plus additional convection cooling. This dual mode cooling technology radically boosts longterm power handling.

28 Mobile Electronics June 2022

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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Sales Pro of the Year

SEEKING MEANING SEEKING After a much-needed reset, Sales Pro of the Year Robert Kowatch decided to realign his priorities, creating a healthy balance between work and personal life. WORDS BY ROSA SOPHIA

ike many others, Robert Kowatch fell in love with car audio at an early age. As soon as he got his first car, he installed a sound system and began entering competitions. He spent so much time at his local car audio shop that the manager called him one day in 1998 and asked if he wanted a job. While he’s dabbled in simple installations, he noted his passion lies in sales. Right out of high school, he was awarded an academic scholarship to the University of Anchorage, where he pursued business management, but the stress of classes and full-time work became too much. “It wasn’t fun for me,” he said. “I was making pretty decent money in car audio, so I decided to leave school altogether.” Recently, a healthy work and life balance has become paramount for Kowatch, who thanked his family for their support when he took the stage at the Industry Awards banquet at KnowledgeFest Las Vegas in February. “Most of us spend more time with our coworkers than we do with our own families,” he said. “At the end of the day, they have to deal with that. They’re supportive. They deserve all the kudos.” At the start of the pandemic, Kowatch left Perfectionist Auto Sound & Security in Anchorage, Alaska—where he’s worked since 2015—intending to move to another state. When the move didn’t happen, things took another direction: He took a year off work, leading him to rediscover the importance of putting family time first. “When I’m at work, you have my full attention and there’s nothing I wouldn’t do for the team,” he said. “But at the end of the day, my personal time is for my family. My time off makes me more refreshed, so when I’m at work, I’m hyper-focused.”

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Sales Pro of the Year

“

RESET.

Really listen to the customer’s needs. We are trying to create lifelong customers. As long as they know you have their best intentions at heart, they trust you, and they want to keep coming back. TAKE A DEEP BREATH AND RESET

Maintaining relationships and management skills, Kowatch said, are essential to his role. “There are different levels of communication that are necessary—with clients, within our team. I’m always working on that. I feel it’s important,” he explained, adding that Perfectionist maintains good communication between the front of the store and the back. Often, he will bring technicians into the sales conversation.

32 Mobile Electronics June 2022

He named Aaron Garcia as a top tech: “He exudes passion. When I need extra verification, I’ll involve him. I think it’s important to know when to involve someone else in the sale.” Because he’s not as knowledgeable in some areas, he’ll reach out for assistance. “I lean on Aaron to help me through.” When it comes to sales techniques, Kowatch feels the most important aspect of the process is qualifying the customer. “Once you engage and have the

SEEKING MEANING

conversation, you figure out which route to take,” he said, adding that some customers want to know the very best option available, while others don’t. “Some people get turned off because they feel like you’re trying to oversell them on something they don’t need,” he added. The sale begins with listening, then finding a solution that will meet the client’s needs. Kowatch added that while the sales approach depends on the situation, he does like to make sure every customer is well-informed so they know what else is possible. A lot of times, he explained, customers have an idea what they want, but they aren’t aware of the available options.

The most important part of the sale? Kowatch said it’s the reset. “You have to reset every single customer,” he said, adding that this means mentally resetting. “You can get so busy that you get into a groove. For example, in remote start season, you’re like a machine: What kind of car is it? Where are you mostly using this? Have you ever had one? But you have to really reset [before working with each customer] because every customer deserves the complete experience.”

His focus is helping the client find the best solution. “This is what I try to drive home for me and my crew: Reset. Really listen to the customer’s needs. We are trying to create lifelong customers. As long as they know you have their best intentions at heart, they trust you, and they want to keep coming back.” Resetting, he added, is a mental exercise that takes practice and awareness. “Take a deep breath and say to yourself, ‘Next.’ We want to be as efficient as possible. You do want to capture all that

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Sales Pro of the Year

business when you’re busy, but you still want to give each and every customer the same amount of attention and quality. I take a deep breath, and I bring that same energy [into the sale] that I would for the first customer of the day.”

LEARN TO LOVE THE DAILY GRIND

The Perfectionist team does well when it comes to communication, he said.

34 Mobile Electronics June 2022

“We’re trying to create a ‘wow’ experience for our customers. If we aren’t on the same page, it won’t happen. When we have questions, rather than not have an answer, we take the time to ask each other.” He added that he feels he could improve when it comes to technical information. “I think you have to have the foundational knowledge down so you can communicate

SEEKING MEANING

in a way that makes clients feel confident in you. I work on that every day,” he explained. “I crave as much training as possible. I think the more ammo I have, the better I’ll be and the better the team will be.” He advised other 12-volt professionals to continue training, reading and watching informational videos or listening to industry-related podcasts. Kowatch has a lot of sales experience under his belt, even beyond the 12-volt industry. He said he’s sold gym memberships and hot tubs, and worked in outside sales for produce companies, learning a little bit from every industry. But it wasn’t until three of four years ago that he began to think of himself as a sales professional. “I got by because of my natural ability to talk, listen and read people,” he said, adding that a sales training he attended four years ago opened his eyes and encouraged him to look within. “Did I study my craft enough to be good at what I do? I had to be honest with myself. I wasn’t doing the extra stuff. I wasn’t reading, studying other people’s brands or my competition,” he said. “I wasn’t doing the little things that separate

Sales Pro of the Year

you. I’ve always been the best salesperson wherever I am based on my sheer completive nature, but I had to do some soul searching and ask myself, ‘Am I in love with the grind of getting better?’” Kowatch named his favorite basketball player, Kobe Bryant, and added that he lives by something Bryant once said in an interview: “They asked him how you become excellent at what you do. He said, ‘You have to fall in love with the grind of the work.’” It’s important to love what you do every day, he added, in terms of all the little things necessary to becoming a true professional. Kowatch said he decided to get serious and invest in himself. He now makes it a priority to read about 45 minutes every day. “I never used to read,” he admitted. “I was a straight-A student,

38 Mobile Electronics June 2022

and things came easily for me, but I didn’t enjoy reading until recently.” It’s the fine details that help set a person apart: “When you shine through, you become a client’s go-to person. I think that’s what I take pride in, especially in my community. When someone needs something, I’m top of mind a lot.”

PRIORITIZE WHAT’S MOST IMPORTANT

Kowatch has never owned his own business and he’s not sure if he ever will. “I like to look at my day as if I owned it, anyway,” he said. “I’m always looking at numbers, whether it’s my responsibility or not. I think I have the skillset now to be successful if I decided [to open my own business], but I am really enjoying my current role.”

He urged salespeople and technicians alike to invest in themselves and to try to be a little bit better every day. Sometimes, he said, it’s easy to get lost in daily activities and fail to prioritize improving one’s product knowledge or sales techniques. Recently, he noted, the Perfectionist team has been focusing on overcoming objections and exploring sales through role-playing. His focus, he added, is on giving back—making himself available to answer questions, and to help teach and train others. When he thought back to the start of his career, Kowatch said he wished he’d had someone similar to himself to help him go over sales techniques and learn to communicate with others. Today, he tries to be that person for others in the 12-volt industry. “It’s about giving back to an industry that’s given me everything I have in life,” he said, “whether it’s being part of weekly Zoom calls nationwide, or just communicating with other sales professionals.” Kowatch’s growth is something he’s worked hard on, but it wasn’t until he began making the changes that he realized how much he’d needed to grow. “I

SEEKING MEANING

didn’t know I was falling short,” he said. “I just realized there were so many things I could be doing better.” When he focused more on education and improving his efficiency, he saw an “explosion of growth” not only in sales, but in both his personal and professional relationships. Often, people don’t realize they need to make changes until they start doing it, he admitted. In reflecting on his year off, Kowatch said he was more concerned with balancing work with his personal life when he returned to the shop. It was a deeply personal kind of “reset,” and his experience gave him an important perspective. “I was blessed to be in a good financial situation,” he added. “Not everyone has that opportunity, but if you do, take some time for yourself and those who are most important to you.” Just before the award was announced in Las Vegas, Kowatch said he questioned whether or not he deserved it. But when he considered it deeply, he reminded himself that he’d put in the work. “I want to be better,” he said, adding, “I think that’s what the award represents.”

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 On the Money

PLANTING THE SEED

Driven by his passion for car audio, Greg Delgado launched GCH Automotive with a mere $700, growing the company into a seven-million-dollar business.

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WORDS BY JAMIE SORCHER

ith 14 employees and seven million in annual sales, GCH Automotive manufactures navigation, cameras and other 12-volt accessories. Greg Delgado said the company name arose from an early experience with a customer seeking help. In June of 2009, he said, he received a phone call from the owner of a 3-series 2008 BMW. “In 2008, Alpine was the company manufacturing the screen for BMW,” he explained. “It was a transitional year for that vehicle, and the customer was in a bit of a quandary.” He explained they wanted to add a video input to the screen, but they’d already been sold something that wasn’t compatible.

“He didn’t know what to do. He was referred to me by a mutual colleague,” Delgado said. “When I saw what he had, I told him what he needed and I took care of it. He was surprised it all worked out, and he said to me, ‘Wow, Greg really can help.’ I said to myself, Greg Can Help—GCH. That became the name of the company.” At the time, he’d been working for mobile video manufacturer Rosen. He wanted to grow with the company, he said, but there was nowhere else for him to go. “I talked to my wife. She said in order for me to do what I wanted to do, I would have to start my own company. The idea made sense,” he said. The key to striking out on his own? A combination of creativity, diligence and setting realistic and manageable goals. He began by purchasing a stereo for $700, bought the parts to rebuild and recondition it and sold it for $1,400. “I took that money, bought two more stereos and parts, and then sold those. I continued to do that. In 11 months, I turned that $700 into $75,000 and I used that money to start GCH in May of 2010.”

Twelve years later, Delgado said, GCH is a seven-million-dollar company doing business all over the world as a manufacturer, wholesaler, distributor, designer and consultant.

Build On a Solid Foundation of Training

To get started, Delgado tapped into his sales training, recalling a week-long training at the business where he first got his start in 12-volt: Al & Ed’s Autosound, a 14-store chain founded in 1954 in Van Nuys, Calif. It was 1992, he recalled, during the retailer’s heyday of old-school talent, when co-founder Al Brotsky, among others, was still part of the team. “I fell in love with car audio,” Delgado said. “I just loved it. I was one of those guys who tried to figure out how to do stereo systems without knowing how to do stereo systems.” He started his career as an installer, but lasted only three months, discovering his true calling in sales. Then came his experience learning from sales trainer and management consultant Eddy Kay,

“I was one of those guys who tried to figure out how to do stereo systems without knowing how to do stereo systems.”

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 On the Money

who, most recently, was the 2018 recipient of the Career Achievement Award from Mobile Electronics magazine. The training made quite an impression on Delgado, and the things he learned there have remained with him to this day, such as top-down selling and presenting features and benefits before closing the sale. When Delgado started his company, he relied on something he’d mastered during his previous experience working in sales: phone calls. “The more people you contact, the more likely you are to be successful,” he said. “You’ve got to make as many phone calls as you can.” To do that, Delgado locked himself in his home garage where he was working at the time and only emerged after five p.m. The next morning, the pattern repeated. “I didn’t have an office when I first started out,” he said. “I made 2,700 phone calls in the first month. I was making an average of 90 phone calls a day—and

42 Mobile Electronics June 2022

these were good quality calls. In that first month, I sold enough products to make $6,600. It went from $6,600 to $17,000 the next month to $30,000 the month after that. It continued to grow from there.” Even now, Delgado said, the pandemic demonstrated it isn’t necessary to

meet someone in person first to build a great relationship. “You can forge a great relationship over the phone,” he said. “I love meeting people, but you can be far more effective by making 50 or 60 viable phone calls than seeing seven people in one day.”

Delgado Advises Salespeople to Find Common Ground With Clients

He added that he has good relationships with clients he’s never even met. These connections are so positive, in fact, “they’ve invited me to stay at their homes, go on summer vacation with them, or go fishing with them. I talk to them like we’ve known each other for 15 years.”

Let Passion Be Your Guide

If you’re planning to undertake any new venture, Delgado said there’s one thing above all else that counts: “Money is not the primary thing. The catalyst is passion. You must have passion and determination to succeed. You can’t just throw money at the wall and expect to succeed. Money is just the mechanism to start the engine, and the engine is passion,” he said, adding, “Without that, you’re not going anywhere.” To be have a successful career, it’s important to find something you love. “If you don’t love what you do, figure out how you can associate what you love to

do with what you are already doing,” he said. “Meshing the two together is the most difficult part. It’s very difficult to get up in the morning, wash your face, take a shower and then drive to a job that you hate. No one wants to do that.” Once you’ve found something you love to do, it’s important to give yourself obtainable goals. “Don’t reach for the Porsche if you don’t own a car,” he advised. “Be okay driving a $1,500 beater. Accept it and strive for more. It will serve its purpose getting you from Point A to Point B. Make sure your goals are reachable. Don’t put them so far out of your reach that you’re setting yourself up for failure.” Lastly, he said that while it’s important to look ahead, it’s also important to not “look so far ahead that you forget the path you’ve walked on.” Keep learning, he said. “Pick up gems of knowledge along the way.” Then, he added, take a glance back to take pride in every step you’ve taken.

Delgado’s time working in sales at Al & Ed’s has informed his current position with his company, GCH Automotive. He recalled walking out to customers’ vehicles and noticing stickers on the rear window that said “Baby on Board,” or other such details that said something about the client’s life and experience. Next, he would look inside the car and notice whether or not there were garage door openers. “Then I would start thinking about security systems, keyless entry, ignition control door locks and smartphone interfacing,” he said, noting that recommendations would come to mind based on the customer’s unique situation. “I would mention these options in my discussion with the customer, even though they might’ve only come in for a stereo or a set of speakers.” Delgado has observed that successful 12-volt shops listen to the customer, visit the car with them and build a positive rapport on a foundation of trust. This can turn a $500 sale into a $7,000 system. Finding common ground, he said, is what it’s all about. “Everyone likes something. There’s always something a potential client would love to talk about,” he said, adding, “If you ask the right questions—and again, this is an Eddy Kay technique—you’re qualifying your customer.”

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 strategy & tactics

HOW TO EDUCATE CLIENTS ABOUT FINANCING

If done right, offering financing can help close sales and make dreams come true. Sales trainer Vinnie DeStefano shares tips and strategies on presenting this option to customers. WORDS BY ROSA SOPHIA

Offering financing to potential clients gives them a chance to buy what they really need or desire most, according to sales trainer Vinnie DeStefano, adding that it lessens resistance during the sales process. The Mobile Electronics Association recently partnered with Snap Finance, offering added benefit to members. Rudy

44 Mobile Electronics June 2022

Bennett of Snap Finance added that MEA members who have partnered with Snap have seen, on average, a $50K increase to their bottom line. Additionally, Snap can provide financing to almost anyone who walks in the door and has a 70 percent approval rate. As long as payments are made on time, it also provides an opportunity for customers to build their credit. A potential client can either go into a store to apply, or they can apply for financing on SnapFinance.com. Snap will then find the closest retailer and send them the application. Bennett said Snap Finance protects the retailer by handling any issues if a client defaults on payments. “That’s another advantage,” he said, adding that the retailer isn’t liable if the client fails to make payments. “We also try to keep the merchandise in the customer’s hands, because if it stays with them, we’re more

likely to get paid. Mobile Electronics Association members are averaging about $3,000 on approvals,” he added, noting that approvals go up to $5,000. Snap Finance only requires that the applicant be at least 18 years old, and they must have a valid bank account and make at least $800 per month. He explained that it’s important that businesses inform customers about financing opportunities from the very beginning of the sale. “We provide marketing materials for stores. But if they don’t use that, [that’s when] we hear about challenges.”

ENSURE SALESPEOPLE AND CLIENTS ALIKE UNDERSTAND THE FINE PRINT Sometimes, Bennett said, a business might offer financing, but they aren’t doing enough to make customers aware of it. “They might not have good

How to Educate Clients About Financing

processes and procedures surrounding financing,” he said. “Or, they’re trying to do everything else, and then they’re using financing as a last-ditch effort. That’s when it doesn’t go over well.” On the other hand, he explained, if salespeople make customers aware of their options from the very beginning, businesses will have a better experience offering financing, and clients will feel more comfortable making the decision. DeStefano said it’s important for a retailer to conduct research on the topic and find out everything they need to know about their own responsibilities and what it will cost their clients. “Talk to other retailers and find out which finance companies work best for them,” he advised, also recommending retailers look at reviews. He recommended asking the following questions: How difficult is it to get someone approved? How long does the approval process take? What are some common mistakes a salesperson can make when filling out the paperwork?

Sales trainer Vinnie DeStefano stated that financing should be offered in the beginning of a sales presentation. He also added that salespeople should fully understand the financing contract so they can help clients make a good decision—whether or not they end up buying.

“The retailer should have an in-store training for the staff to inform everyone,” DeStefano said. “Have the financing company explain everything that needs to be done. It would be horrible to have someone prepped to buy a system only to find out the salesperson messed up the paperwork. Do it right the first time.” Making sales recommendations, Bennett said, can be difficult because every store is different. When Snap Finance presents suggestions on talking with customers about financing, Bennett said, “The owner has to take those concepts and apply them in a way that makes the most sense for their shop.” Snap representatives ensure the retailer understands the application software, which they can use to help a client sign up. Funds are available within 24 hours. It’s very important the salesperson also

understand the terms of a loan, according to DeStefano. “For example, if it’s a 12-month no interest loan, if you’re going to finance, pay it off in 12 months. The interest you accept at the end of that time will be vastly more than it would be if you financed with an interest loan,” he said. “When it comes to financing, honesty is the best policy.” When the salesperson explains the pros and cons of financing for a particular person, he added that it can involve some inconvenient truths. After all, financing might not be the best choice for a particular person, depending on their situation. “Even if you lose the sale from time to time, they will remember you as someone who cared enough about them to protect them,” he said, adding, “Customers will see you as someone who can be trusted.”

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 strategy & tactics

How to Educate Clients About Financing

“If the company doesn’t have marketing material up, and the staff doesn’t mention it to the customer, the customer begins unqualifying themselves…” MENTION FINANCING OPPORTUNITIES AT THE START OF THE SALE Bennett and DeStefano agreed that retailers who use outdated or disorganized sales processes will have difficulty succeeding with financing. Additionally, salespeople should avoid imposing their own concepts or biases onto a client: They shouldn’t lean on their own preferences, but should instead listen to the customer. “Those who need financing don’t necessarily walk in asking for it up front unless they see something somewhere,” Bennett said. “If the company doesn’t have marketing material up, and the staff doesn’t mention it to the customer, the customer begins unqualifying themselves to the point where they’re thinking, ‘I can’t afford this.’” Both Bennett and DeStefano recommend presenting it up front: “‘Depending on how you’d like to pay,” Bennett said, “we have options and I just want to make sure you’re aware of that.’ If they work it into the conversation up front, it’s more likely to lead to a sale compared to leading to a follow-up call later on, trying to get them back into the store. The odds of them finalizing the sale on the same day is higher if it’s mentioned up front.” DeStefano said asking about financing is mainly a closing question, and that salespeople should ensure it’s an open-ended inquiry, such as, “‘Have you considered financing your purchase?’” “You aren’t saying, ‘Are you going to buy?’ You’re saying, ‘Would you consider

46 Mobile Electronics June 2022

Snap Finance recently partnered with MEA, offering added benefits to members. MEA members who use Snap’s services have reported, on average, a $50K increase in their bottom line.

financing?’ You don’t want it to be a question that will just make them say, ‘No, I’m not going to do that.’ You want it to be phrased in an open-ended way,” he said. Additionally, both Bennett and DeStefano recommended using signage in the store. DeStefano recalled working at Al & Ed’s and asking customers where they heard about the business: “That

determined where we allocated our advertising funds,” he said. “Use that for financing. Encourage everyone in the store to mention financing. If they don’t know about it, they can’t take advantage of it.” He advised not only mentioning it at the beginning of the sale, but keeping the customer aware throughout the sale, and then mentioning it again during closing.

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 strategy & tactics

REMEMBER YOUR RESPONSIBILITY TO YOUR CUSTOMER Most of all, DeStefano said, it behooves the retailer to be as knowledgeable as possible because “you have a fiduciary responsibility to the customer. You want to make sure they go into that loan with their eyes wide open.” He suggested creating example templates that salespeople can refer to. “Go through the contract and find anything problematic buried there,” he advised, adding that when a salesperson signs up a client for financing, they should make certain the client reads and understands the fine print. Years ago, he said, he knew a salesperson who sold a $300 product for $1,500—and even managed to get a tip. “He was proud of that,” DeStefano said, adding that he reminded the salesperson

48 Mobile Electronics June 2022

How to Educate Clients About Financing

that a customer will tell everyone they know about a bad experience. Instead, he explained, “hold yourself to impeccably high standards. Look out for your customers. You’ll be able to sleep at night, and it’ll pay off in the long run.” Bennett added that customers who are approved for financing with higher interest rates often have negative credit. “We’re giving them another chance, and this is the cost,” he explained, underscoring the fact that paying on time will help clients to rebuild their credit, leading them back to financial stability. Fully informing the client, DeStefano said, also protects the retailer: “The client won’t blame the lender,” he said, adding, “They will blame you if something goes wrong. You’re the person who sold them the loan.” He said that while it’s the buyer’s duty

to conduct research and be aware of pitfalls, not all buyers may find the answers. “A good salesperson will know where those issues are,” he said, adding, “Take a stock contract and highlight the things the customer should know about. If their credit rating isn’t that good, the interest rate may not be that good.” Sometimes, he said, it’s okay to let a customer walk out the door. “If they’re about to make a bad decision, and if you can stop them, you will have done the right thing,” he explained. “Your customers may not start out as your friends, but if you do your job right, they can end up that way. Financing can be an incredible tool, but it can also be a minefield people can fall into. Providing an accurate map of where the mines are will be good for them—and also good for you.”

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 installs

A CAR WITH CHARACTER 50 Mobile Electronics June 2022

Intended for versatile demos, this 2008 Volvo carries with it the personality of its driver, who showcased his work last year in Dallas. SUBMITTED BY JOSEPH NORTON, THE AUDIO SHOP, FAYETTEVILLE, ARK.

One of the most creative builds on the show floor at KnowledgeFest Dallas in 2021 was this 2008 Volvo C30 R-Design, built by Joseph Norton with the goal of providing demos to potential clients. “I wanted to be able to put anyone in the car and have them love it,” he said. The vehicle boasted a full K-40 system, AudioControl amplifiers and processors, an Alpine Halo head unit and Audiofrog GB Series 3-way active fronts. It also had GB Series 6-inch speakers, and GB 10’s for subwoofer bass.

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 installs

Norton added that the car appealed to those interested in sound quality, as well as bass. “I compete in sound quality, and I did well in it,” he said, adding that it was very versatile. While he said the build could be disassembled easily, changing the equipment would’ve taken a bit more effort because much of it had to be custom-made. “They don’t make steering wheel control solutions for this, so I had to order a universal controller and make it custom, putting it where my factory cupholders were,” he explained, indicating Frank the Rabbit from Donnie Darko, which acts as the custom sub control knob. Norton focused on making the appearance of the build seamless, but he didn’t want to completely lose his cupholders. “I went ahead and made a cupholder in the back,” he said, adding that it was important the car remained functional, since he drove it to work every day. For added flare, he incorporated the lighted mask positioned between the seats, a nod to his favorite movie, “V for Vendetta.” Unfortunately, shortly after the close of KnowledgeFest Dallas, Norton said the Volvo was rear-ended and totaled. Looking toward the future, he hopes to rebuild this unique reflection of his personality. If this build is any indication, the second is sure to be even better—and even more creative than the first.

52 Mobile Electronics June 2022

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CHECK YOUR CERTIFICATION STATUS AT MECP.COM/VERIFICATION CONTACT US AT MECP@MECP.COM The Mobile Electronics Certified Professional (MECP) program is the only internationally recognized program of its kind. facebook.com/MobileElectronics 53 facebook.com/MobileElectronics

FROM THE PRESIDENT

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Some of your customers might still be in the “don’t go there” mode. How do you connect and compel them to reengage with your business? Is there an opportunity to provide or even cater to this new lifestyle trend?”

FINDING A PATH FORWARD

For some, social distancing has become a way of life. What opportunities might businesses find to compel customers to connect and reengage? We live in a world that relies on connecting people to things and to each other. After a couple of years of distancing, some people might prefer to stay at home. This isolation is not only a challenge for the individual, but it also becomes a challenge for our industry as we rely upon connecting with the consumer to drive business. We also connect with each other to share experiences and help each other both personally and professionally. Some of your customers might still be in the “don’t go there” mode. So, how do you connect and compel them to reengage with your business? Is there an opportunity to provide or even cater to this new lifestyle trend? Are there ways beyond just providing an online shopping experience that could propel your business to a new level? These are great questions that may—or may not—have good answers.

SELLING TO THE SOCIALLY DISTANT The societal rules for the pandemic may well have changed the way we interact with each other. With some unknowns still around us, many are trepidatious with their reengagement to what was considered normal human interaction. In our industry, many of us adapted to the new rules of engagement, creating ways to sell, service and deliver using a no-touch method. However, many of these new rules became permanent for ways in which we do business. While some things became added benefits and innovative ways to interact, others left us disconnected with our customers. Regardless of your new rules of engagement, it’s important that you continue to communicate presale, during, and post-sale to make the most out of every interaction and to keep them coming back and telling their friends about your business.

54 Mobile Electronics June 2022

KEEPING THE TEAM SAFE AND SOUND Working through the pandemic left us with figuring out how to do business while protecting fellow team members. Keeping everyone safe has been paramount to business continuity. Whatever you put in place, whether it came from government regulations, or an abundance of caution, it has had a profound effect on how you interacted with each other and your clients. You should always strive to provide the greatest care for your team, as they are your greatest asset. For many business owners (not necessarily retailers) there was a shift to working from home as opposed to an office. Many of your suppliers, sales representatives and vendors had to create ways to interact safely. To this day, some are still working from a home office. This may never fully return to the way it was. For some, it was a welcome improvement. For others, the isolation is a challenge.

THE ROAD BACK TO NORMALCY Regardless of how you’ve adjusted, your business moved forward. Your suppliers have done their best and continue to do their best to keep you supplied with products critical to your success and survival. With some of that behind us, we now face new challenges. Some retailers are reviewing their inventory increased levels amidst the ever-slowing business. Others are still challenged to meet demand regardless of the economic challenges. The road back to normal may take longer than any of us expected.

THE FUTURE IS YOURS FOR THE TAKING A great line from the sitcom Frasier is, “The future is firmly in front of me!” Roz Doyle responds, “Isn’t the future always in front of you?” Dr. Frasier Crane asserts, “Yes, but not firmly!” For our industry, we have a rich history of survival. When others have predicted our demise, we continue to thrive. I expect things will be no different going forward. I know all of you are up for the challenge. And if you need encouragement, just call or message me; I would be glad to tell you just how awesome you are!

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Mobile Electronics Magazine - June 2022

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