47 minute read
Retail News
The pandemic has impacted the way every sector does business, and that’s especially true for the 12-volt sector— certainly for businesses that have opened in the last few years. Pinnacle Autosound, based in Lake City, Florida, is one such venture.
As the business grows and looks to the future, owner Joey Knapp said, “My shop hasn’t been established long enough and part of our time is through COVID, so I am not sure what’s normal. We’ve been staying busy enough.”
Knapp noted most of the work is across a mix of categories, including strobe lights on work vehicles and upholstery. Though staying busy is a good way to keep money coming in, the heat has been a damper on productivity. To rectify the problem, Knapp installed a commercial fan from the company Big Ass Fans, rather than an air conditioner. If they used an air conditioner, the energy bill would be higher. And then there’s the problem of closing the bay doors, which Knapp said might make customers think they were closed.
“This was a good alternative,” he explained. “It’s quiet and it doesn’t have to spin very fast to generate a lot of air movement. It’s 14-foot and the blades are aluminum and heavy-duty.”
As for the work Pinnacle Autosound has been doing, Knapp has aimed to increase efficiency with upholstery. “I thought by adding a sewing machine we could streamline the process because we wouldn’t have to have separate pieces, we could just sew the cover as one piece,” he said, adding that he hopes it will save time, “and give us the option to expand into that realm a little bit. I can sew something, but it will take a while before
I’m comfortable with a real project. It will give us an opportunity. I like to leave doors open for things.”
Even if things don’t go according to plan, Knapp prides himself on learning something new that might be applicable elsewhere.
Currently, the business consists of himself and one other employee. Knapp’s goal continues to be managing the business in such a way that he can work on what he wants to, and turn away any work that might be undesirable.
WHO’S WHO?
DEAN BEYETT
• Shop: Five Star Car Audio • Location: Clearwater, Fla. • Years of Industry Experience: 32 • Hobbies: “Spending time at Disney with the family, and playing with cameras.”
• What You’re Really Good At:
FERNANDO LOPEZ
• Shop: Five Star Car Audio • Location: Clearwater, Fla. • Years of Industry Experience: 11 • Hobbies: “Dancing and playing with my kids.”
• What You’re Really Good At:
FORWARD MOMENTUM
This month, we continue our coverage of the show floor at KnowledgeFest Dallas with audio, remote start and tuning solutions.
ZZ-2 offers a line of integrated plug-and-play CarPlay and Android Auto interfaces with front and rear camera inputs, as well as phone mirroring. The company supports primarily higher-end European vehicles, such as Audi, BMW, Mercedes and Porsche, 2009 model years and up on most vehicle applications. Universal products are also offered which convert wired CarPlay and Android Auto to wireless. A new plug-and-play Toyota kit was released in October.
MAGNADYNE LINE OF SECURITY AND REMOTE START SOLUTIONS
Magnadyne offers a full range of remote start solutions, from basic remote start and security to combination products. The company also offers trailer and RV-specific products, easy-to-install wireless cameras and RV-dedicated radios with Bluetooth connectivity.
MAGNADYNE SILENCER+ REMOTE START WITH SECURITY AND KEYLESS ENTRY SYSTEM
This SILENCER+ system uses sensor technology to protect wheels and tires against theft, detects intrusions and glass breaking, and theft by tow. In response, the system will deactivate the vehicle’s starter and trigger a siren and flashing headlights. Includes Ignition Interrupt Technology to prevent unwanted car start, and Safe Shut Down Recovery Technology to prevent carjacking. Different levels of the product, shown here, are available depending on the needs of the client.
NAKAMICHI NQ723BD DIGITAL RECEIVER HEAD UNIT
This digital media receiver is affordably priced and packs a lot into a small, single-DIN unit. It offers USB connectivity, Bluetooth hands-free and media streaming. It also offers full-band AM/FM radio coupled with a powerful 4x50W MOSFET internal amplifier which increases the sound quality. RCA Pre-Outs also enable this system to expand into amplifiers, subwoofers and DSP controlled speakers.
TERM-PRO SOUND MEASUREMENT EQUIPMENT
Term-PRO offers the Term-LAB Magnum System—an SPL meter— and Term-PRO enclosure design software, which is used to assist in designing subwoofer enclosures. The SPL meter is often used by sound-off organizations to judge car stereo contests. Additional accessories can be added to Term-LAB, depending on how the operator wants to utilize it. For more information about the product and the company, visit www.termpro.com.
JL AUDIO TÜN SOFTWARE
The JL Audio TüN software offers an intuitive interface, making it easy to set up complex systems and adjust parameters, including input levels, signal routing, equalization, crossover filters, channel delays and more. The latest iteration further simplifies system tuning. The software was demonstrated on the show floor at KnowledgeFest Dallas this past August. During training sessions, JL Audio placed a special emphasis on tuning marine audio systems using the TüN software and MAX measurement system with the company’s MVi marine amplifiers.
iDATALINK HUB
The HUB Weblink and KLON interface from iDatalink is a tool for remote start installers. The HUB will get a reading from a key to allow it to remote start the vehicle. This is a simple way for the installer to copy the key and remote start the vehicle.
HARMAN INFINITY BETA BE621 2-WAY COMPONENT SPEAKER SYSTEM
This high-end system utilizes a 6 ½-inch Carbon Fiber cone to ensure low distortion. For high frequencies, Infinity chose Beryllium due to its incredible stiffness and high damping properties. The result is a tweeter with resolution to 40kHz. The BeTA is brand-new and has limited availability.
PRV AUDIO RELEASES NEW LINE OF WGP14-50X WAVEGUIDES
The new series of Waveguides from PRV Audio embrace a new design intended to decrease mounting depth without losing any sound quality. These new Waveguides are available in seven different colors, including those pictured here. They are very compact, easy to mount and will work with many other drivers from the company’s line. Available now.
JVC KW-M780BT DIGITAL MULTIMEDIA RECEIVER
Multiple JVC digital multimedia receivers are being released, including the JVC KW-M780BT, which is currently shipping. The 780 offers intuitive smartphone interfaces on a 6.75-inch touchscreen, as well as an option for satellite radio. It is also high-resolution music compatible, and comes with Bluetooth capability. Users can also add amplifiers and up to three cameras, if they wish.
KENWOOD EXCELON MOTORSPORTS MARINE AMPLIFIERS AND SUBWOOFERS
The XM302-4 Class D 4-Channel Marine Power Amplifier is one of the products available in the Kenwood marine line. This eXcelon Motorsports line of water-resistant amplifiers addresses the marine category. A 2-channel, 5-channel and mono-block is also available. Each of these amplifiers provide the same level of sound quality, but with a more rugged design and a cover panel to protect the controls. Additionally, the XM marine subwoofers pictured here come in two colors—black or white—and have built-in LEDs behind the grille. The subwoofers are controlled by a wireless radio frequency remote, offering 98 feet of range without a direct line of sight. The user only needs to power one in order to “daisy-chain” multiple subwoofers. These are plug-and-play and very user-friendly.
While the landscape of the world shifted just after the pandemic began, and some businesses looked toward the future with trepidation, Swan City Customs in Lakeland, Fla. was just getting started. It opened its doors in November of 2020 after renovating its first location.
The first year proved tumultuous, according to co-owner and shop manager Trevor Dirck. The shop wasn’t open very long “before the building we were in was purchased,” he said. “We had to leave after eight months. We found another location, remodeled again and we’ve been doing well since.”
The 2,400-square-foot facilities include a showroom, office and in-progress upholstery room. Two oversized bay doors
allow for larger projects. They’ve had some intriguing jobs, he said, including a 30-foot-long Freightliner party bus.
Trevor and his father, Gary Dirck, are business partners and co-own the shop. Trevor’s sister, Kayleigh Nicholson, is a photographer with a degree in graphic design; she helps to create targeted marketing for the business.
Swan City Customs, Dirck said, focuses primarily on the car audio category. They also build custom boxes and enclosures. Dirck’s specialty is sales and installation, while his father focuses mainly on fabrication, handling much of the box-building.
“We recently got a CNC machine to further that,” he said, adding, “I also
With 2,400 square feet, Swan City Customs is quickly expanding its categories, working on more boats and side-by-sides, as well as building an upholstery room. The team is placing special emphasis on building enclosures, and using TikTok to attract clients.
do some boats and side-by-sides, and lately I’ve been doing lift kits and wheels and tires, too. Trucks are very popular around here.”
In the last six to eight months, Dirck said they’ve seen increased interest in side-by-sides and marine audio. As a result, they plan to put additional focus on those categories in the near future.
FROM FATHER-SON BONDING TO BUILDING A BUSINESS
During the first two months of being open, business was slow, he said: “The first year we were open, we did $170,000, and we’re on track to do $250,000 this year.” The family business is more than a revenue-maker for the Dircks—it’s a passion project. Most business owners plan to retire from the business. But according to Trevor, his father intends to retire into it.
“This is my father’s retirement plan,” he said, adding that Gary Dirck currently works part-time at the shop and fulltime at a different job he’s had for over 23 years. “When he retires, he’ll work here full-time. This is what he wants to do to occupy his retirement.”
Father and son bonded over cars when Trevor was a child. At 12 years old, he watched “The Fast and the Furious” and decided he wanted a Honda Civic, so his dad found one and they rebuilt it together from the ground up, “stuffing it full of stereo equipment.”
FAST FACTS
MAIN LOCATION: Lakeland, Fla. NUMBER OF LOCATIONS: 1 SQUARE FOOTAGE: 2,400 TYPE: Traditional Retail NUMBER OF EMPLOYEES: 2
MAIN FOCUS
60% Car Audio and Fabrication 10% Powersports 10% Marine Audio 20% Accessories, Lift Kits, Wheels and Tires
KEY STAFF
OWNERS: Gary and Trevor Dirck PHOTOGRAPHER / GRAPHIC DESIGNER: KAYLEIGH NICHOLSON
Throughout the years, both were involved in the 12-volt industry, but it was sometimes sporadic. “My father had businesses over the years, one when we lived in Arkansas. We moved to Florida in the 90s.” The Dircks had a 12-volt shop in the 2000s, too, but Trevor said the 2009 crash led his father to close the doors. Meanwhile, much of Trevor’s training has been through Best Buy.
“I worked at Best Buy as an installer for seven years,” he said. He added that while he wasn’t always sure he wanted to stay in the industry, he always loved cars and grew up helping his father run wires. He has worked professionally in 12-volt for almost 10 years. “I tried a few other things after Best Buy. Then I said, ‘Dad, let’s open a shop together.’”
Trevor Dirck started out as a part-time employee. When he decided to work full-time, he said, “Business exploded.” He added that he enjoys tinkering and modifying vehicles. “I don’t think I’ve ever gone without some kind of project car. I decided I wanted to stay in the car realm, but I didn’t want to do traditional automotive work. You can get burned out turning wrenches for a living.”
As he looks back on his own experience, his six-year-old son, Milo Dirck, also accompanies him at the shop. “He loves to help out, from sweeping to cleaning to sanding to looming wire.”
He added that his son’s favorite activity is helping to clean up sawdust with an air compressor. “He begs to come to the shop with me,” Dirck said, adding, “It’s just about his favorite place.”
TIKTOK HELPS BUILD BUSINESS THROUGH VIRAL VIDEOS
While other businesses prefer Facebook or Instagram, Swan City Customs continues to see increased revenue and exposure through TikTok, where Trevor Dirck said he amassed a following of at least 75,000. At least one of his videos went viral, gaining millions of views.
For those who might be naysayers, Dirck said the platform is worth trying: “It
gets your work and your build quality in front of different audiences. It only takes one video and then you’re in front of millions of people.”
The business also cross-posts videos to Facebook, linking all their social media platforms. “Through Facebook, we seem to get more local clients, but TikTok has expanded our audience.” The shop plans to expand its enclosure-building category through its in-progress website, but already, boxes are being shipped nationally. The website should be up in three to four months.
“I’ve shipped boxes to California, Kentucky, Texas, Arkansas, West Virginia—all over,” Dirck said. “People message us on TikTok. I send them an invoice, build them a box and ship it out.” The business receives about four to five requests per month on Tik-Tok, leading to a marked increase in revenue.
Additionally, the target demographic is very mixed: Dirck said these clients are young, middle-aged and everything in between. They’ve also become repeat customers who return for other jobs or projects.
With simple video-editing tools, Dirck said TikTok is easy to use: “Why not try it?” He added that he’s also monetized his account simply due to the high number of views. “I haven’t made a lot, but I’ve made about $100 every three or four months. It’s free money,” he said. “It hasn’t even taken much effort. I have found shorter videos are better than longer ones.”
Dirck admitted his success surprised him at first: “Our Facebook hasn’t done that well. My two biggest drivers for business have been Google and TikTok.”
For Gary and Trevor Dirck, Swan City Customs is a passion project: Gary Dirck, who still works a full-time job elsewhere, intends to spend his retirement working full-time at the shop, doing what he loves most. He specializes in fabrication, while Trevor works in installation and sales.
TEACHING MOMENTS LEAD TO REPEAT CLIENTS
A demo vehicle is currently in the works. Gary Dirck purchased a 2017 F-150, which will be lowered and used to showcase Memphis Audio products. Primarily, the Dircks use the display unit in their showroom to demonstrate equipment. Trevor Dirck feels the demo vehicle will be most useful at car shows and charity events. Attending events helps to increase exposure, especially considering the shop is tucked away from the main road.
“It will be a mobile display,” he said. One of the events the shop attends is Lakeland’s First Friday, which Dirck said offers great exposure for small businesses. While some retailers report slow return on investment from car shows and
events, Swan City Customs gained four clients just from talking to people on First Friday.
“We’re hidden from the main road, and people don’t know we’re there,” he explained. “Being at the shows helps with that.”
Due to its small size, Swan City Customs is appointment-only. The Dircks approach sales in a laidback manner, according to Trevor Dirck, who said he likes to give clients a chance to “play” and experience the displays. After extensive training through his work at Best Buy, Dirck does primarily top-down selling. “I learned a lot of sales skills,” he said, adding that clients often pick out the higher-quality products whether or recommends them or not. The shop sells a lot of Memphis Power Reference and Triton products.
The showroom displays allow Dirck to cycle between various speakers, amplified or non-amplified, as well as subwoofers. This gives clients an idea of what a total package will sound like. While Swan City Customs keeps a good amount of product in stock, Dirck also orders a lot due to his distributors being in close proximity.
“I get a lot of phone calls, and people do stop by,” he said. “We sell, get a deposit, set the appointment and I also make reminder calls.”
The location, he said, keeps them from hiring additional staff. “If we were in a busier spot, we’d have to have employees. I schedule my day, but it still gets hectic sometimes.” Additionally, the shop has Sunday hours, which is a little unusual. “We get a lot of business on Sunday—people calling for parts and equipment, but not a lot of bigger installs or consultations.”
The Dircks have no issue installing product that was purchased elsewhere, or working on a project that someone else has tried to do themselves. The caveat, of course, is that it’ll cost them. “When people do their own work, they sometimes need help,” he said. “We’re $100 per hour. We can definitely accommodate them. It just costs a little bit more sometimes because I have to undo what they did.”
Quite a few clients, he said, have brought in faulty or used equipment. The products are tested, but things don’t always work as they should. “Often,” Dirck said, “I’ll end up selling them new equipment. A few buy poor-quality equipment elsewhere. I install it and it doesn’t perform the way they want it to. It turns into an opportunity. We can upgrade them to something else. And usually that’s the case—they buy from us, and we install it.”
These educational moments often lead to customers becoming repeat clients. “It’s often older guys who did this in the 1980s,” he said, adding, “Newer stuff is more difficult.”
In the future, the Dircks intend to complete their website and launch an online business selling enclosures. Trevor Dirck has been studying materials and tutorial videos on using the new CNC.
As things get busier, they may need to hire additional help. Outside of the mobile electronics industry, Trevor Dirck said he worked for a low-voltage electrical contractor who installed cameras and alarm systems. This led to an interesting observation: “People who’ve had low-voltage commercial experience seem to do better at car audio,” he said. “When it comes to looking for employees, they have a better understanding of it.” Those with some electrical knowledge can then be trained in the mobile electronics industry.
Dirck said he thinks the shop will have better luck finding employees with that kind of background, adding, “That could be a good way for any shop to find new hires.”
TOP SELLERS—BACKED BY SUPPORTIVE DISTRIBUTORS
Memphis Audio Power Reference speakers are a number one seller at Swan City Customs. “They’re a great bang for the buck,” Dirck said, adding, “crisp and clean and [affordable]. I’ve been selling a lot of Triton as well, [high] quality at a fair price.” Recently, Triton has come out with a number of new products, including the powersports line.
The shop’s distributors are especially supportive, according to Dirck. “I attend any local trainings I can—anything the schedule permits.”
The shop also stocks Illusion Audio, Kicker, DS18 and a few other brands. They often get pointers from their reps on how the local market is doing. “They always let us know about events, trainings—they let us know how to further the business the best we can,” he added.
NETWORKING WITH LOCAL BUSINESSES HELPS CREATE REFERRALS
Locally, Swan City Customs has connected with other businesses; these businesses support each other, providing plenty of referrals. According to Dirck, there are two nearby automotive repair shops with whom they’ve partnered: “They hand out sixty of our business cards a month to their customers,” he said, adding that they’ve created the same partnership with a discount tire place, and other local businesses. “We all send each other customers.”
While much of the shop’s marketing endeavors rely on organic growth, Dirck also said he also boosts posts on Facebook, keeping the investment around $200 per month. Additionally, the Dircks use services by Square to create email lists. The platform also personalizes the emails based on customer profiles.
REMODELING? PLAN AND EXECUTE CAREFULLY
After having to unexpectedly move and remodel a second location, the Dircks faced a number of challenges, including unreliable contractors.
According to Trevor Dirck, the building was constructed in the 1970s. “We built an entire showroom, redid all the electrical wiring, put in LED lights and repainted. We’ve got about $35,000 or so in the building alone in upgrades, and getting it set up to where we can comfortably work and sell.”
For any other retailer facing a remodel, “If you can afford the time, do it yourself,” he said, adding that while they’d hired out some of the work, it wasn’t done well enough—Gary and Trevor wound up redoing it themselves, anyway.
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GZHW 10SPL-D2 FLAT
→ High-power SPL subwoofer with shallow installation depth → Klippel® optimized → Efficient ferrite magnet → Durable U-shape rubber surround → → Massive aluminum cast basket → Paper sandwich cone → 4-layer copper voice coil → High-roll U-surround → Chrome-plated push terminal → 2 x 2 Ω - 600 / 1000 Watts (RMS/SPL)
Rob Wempe stressed balance when it comes to creating solutions and programs to help support retailers. Sometimes, he said, “things can become too complicated,” adding that any process should be simple enough to work, and work well. B y his own account, Rob Wempe is a sports guy. He played football in college as a defensive back and loved the experience. Maybe if things had turned out differently, he would be selling athletic equipment to college coaches or running operations for a pro team right now, but everything changed one day when he was working in sales at a sporting goods store back in Kansas City, Missouri.
A customer came in and wanted to buy a certain type of shoe. “I told him he didn’t want that shoe. He should be looking for something else. I explained to him why he needed this other shoe for what he wanted to do,” Wempe recalled. “He came in expecting to spend $35 and he ended up spending $300. This was back in 1983 so $300 for shoes was a lot of money.”
The next day, other customers came looking for the same shoe, according to Wempe, who began his sales process. “That’s when they told me they’d been sent to the store to shop for the same shoe and see what I would say.” They had been sent to hire him at BrandsMart Midwest in Kansas City.
After his beginnings in retail, Wempe’s focus changed to 12-volt, and he went on to work for some of the most well-known brands in the industry, including Diamond Audio, Cerwin Vega and Rockford Fosgate. He’s been at almost every seat at the table, serving as salesman, store manager, store owner, rep, national sales manager and vice president. Today, he is Vice President at Elettromedia USA, the exclusive distributor of Audison, Hertz and Connection Car Audio.
“I understand every aspect of the supply chain other than being a technician,” he said, adding that his background has given him a solid perspective on how to get things done, and it’s contributed to an interesting career.
Finding the Balanced Way Forward
As costs have been rising, Wempe said he’s hoping inflation starts coming down, along with other pressures. Due to price increases, it became difficult to make money, he noted, adding that he wanted to find a way for all parties to benefit.
“When we worked on our prices, we put it into the landed cost and then tried
to figure out how to make sure we stayed whole and our partners stayed whole, too,” he explained. “Hopefully, we hit a price point that isn’t putting us too far out of the marketplace. Basically, the consumer has to pay the higher price—not us as a vendor and not our retail partner.”
If things are good for the dealer and the manufacturer, but not for the rep, “It’s probably not going to last very long. If it’s only good for the rep and the dealer, but not for me as the manufacturer,” that won’t last either, he added. “Here’s the question: How do I make this a good deal for everybody, including the consumer? That’s a hard proposition, but you have to keep fighting, searching and figuring it out so everybody is whole. Everybody has to make money.”
Sometimes, a solution, program or plan might sound good on paper but doesn’t really work in reality. “There have been times in my career when I made programs too complicated,” he said. “I wanted to get to a certain place, but in order to get there, you had to jump through a hoop, and once you got through that hoop, you’d have to go over here and jump through another one.”
Things can become too complicated: “You can’t offer everything without getting something to make people step up, but you also have to make it attainable,” he said. “I have a speaker program now
Rob Wempe (left) and his team will be installing systems in two vehicles for Clyde Edwards-Helaire, the running back for the Kansas City Chiefs. Steve O. (middle) is involved in the project. On the right is Sean Marsh, who built the side-by-side shown in this article.
where you buy 24 speakers and you get an extra discount. It used to be you had to buy 100. When it was 100, it was done at the beginning of the quarter. When I changed it to 24, it’s with each order. Now it’s much easier to administer from our standpoint and it’s much easier for the dealer to understand.”
When something becomes overly complicated, he explained, it can be hard for reps and dealers to handle. “Most people just say, ‘Forget it,’ and ultimately it hurts business.” Any process or program in any business, he said, should be simple enough to work—“But you also can’t give something away for nothing.”
Foster Solid Support for the Team
Factory reps deserve respect. Sometimes, Wempe said, an organization can forget how the process begins: when something gets sold. When he worked at BrandsMart, things in the warehouse could become challenging, he explained, and different departments had different ways of managing things.
“Finally, I called a company-wide meeting and made business cards for every single person. I said to all of them, ‘Everybody’s job changed. Here are your cards.’ Every single card said, ‘Sales Support.’”
To explain this, Wempe set aside the department classifications: “We aren’t an accounting company. We aren’t a warehousing company. We aren’t an installation company. We’re a sales organization that, until we sell something, we don’t have any paperwork or warehousing and nothing is installed.”
He went on to say, “Everything we do is support this group of guys right here— the factory reps. I understand that we’ve got to fill out paperwork a certain way, manage the installation process correctly, and follow the guidelines to get products out of the warehouse so that our inventory is accurate, but we can do it in a way that is supportive of this staff.”
This same level of support and comradery can be applied across the industry. Wempe is a believer in reaching out to others—whether he knows them or not—to help however he can. If someone loses their job, for example, he will often call to see what he can do.
In fact, he said, Elettromedia is in the marine business because of a call he made one day to offer help.
“We didn’t hire the guy. He wasn’t the right person for the job,” but during the interview, the candidate indicated someone else. “He said, ‘The right guy is this guy,’ and he’d just lost his job. He told me to hire him instead, which we did. Now our OEM marine business is going to surpass our aftermarket business. And it all came to be because I called a guy to try to help him get a job.”
Always Be Sure You’re Doing What You Love
As someone focused on specialty retail, Wempe admits he never liked the Internet. The Internet didn’t charge sales tax to consumers, he added, and it had a definite advantage over brick-and-mortar stores for many, many years. Wempe didn’t want anything to do with it.
“When I started here at Elettromedia, we were not an Internet brand and our retailers said they liked us because of that. But if you’re not an Internet brand, then these days you’re probably not very well-known,” he admitted. “The other challenge is that if you’re not an Internet brand, the only people on the Internet selling your brand are people who don’t care about it. There are no rules.” While we might feel strongly about something, Wemple said it’s important to step up and be relevant. Sometimes we have to be willing to change even if we don’t want to.
“Having an Internet brand allows you to represent yourself in a professional manner with the correct brand management on a monster like Amazon, where we actually now have a Hertz store,” he said. “When someone is shopping for our product, they see six or seven images with video rather than a picture that was taken on a picnic table.”
Today’s consumers, he added, shop online. “You can’t stick your head in the sand and want to believe that the Internet is bad [for business]—or it will be. Get involved with the right people and make the Internet a good place, a brand builder.”
And finally, he said, keep up with meaningful hobbies and passions to create a healthy balance between work and life. After playing football in college, Wempe stayed in touch with one of his teammates, who is now the defensive coordinator for University of Kansas football team.
“When the M.E.S.A Summit was held back in October, I made it over to Kansas City for the weekend and went to see the Jayhawks game against TCU on Saturday,” he said, adding that on Friday night he had dinner with Clyde Edwards-Helaire, the running back for the Kansas City Chiefs. Wempe and his team will be installing a system in two of his vehicles, he said, adding, “He will Tweet about the project and post on Instagram as it’s being built.”
This is an exciting project for Wempe, who said, “always stay close” to the things you enjoy most in life.
THE DIGITAL HANDSHAKE
When it comes to attracting new clients, where do you start? According to Drewbie Wilson, it begins with your personal story.
WORDS BY ROSA SOPHIA
At KnowledgeFest Dallas this past August, Drewbie Wilson presented on “Social Media Mastery,” challenging everyone in the room to think of themselves as business owners. After all, he noted, everyone in attendance had been working to create their own personal brand—whether it’s through work as a technician, fabricator, salesperson or store owner.
“You bring your own thing to the community,” Wilson said, adding that when it comes to social media, all that’s needed is a small fraction of followers to be interested in order for it to lead to increased revenue. “I’m very intentional with social media use,” Wilson said. “If I go on there, I have an intentional purpose. I don’t just scroll through.”
Wilson brought his own experiences to the table, noting that he manages a consulting company. “We never run paid ads,” he said. “We just use social media to generate in-bound responses to people who want to know what we’re doing.” He also runs Closer Memes at www.closermemes.com, which teaches people how to use memes to connect with people and build business.
“When you start using social media intentionally as a business owner, you can generate sales, bring in leads 24-7 and build an audience of people who want to do business with you,” he said, adding, “Social media is an employee that costs you nothing and generates income.”
#1: BUILD AUTHENTICITY WITH A PERSONAL PHOTO INSTEAD OF A LOGO
Wilson advised attendees to use a personal photograph for a profile image, rather than a business logo. “If I click on a profile and all I see is your business logo or a picture of your dog, that’s fine— but I don’t know anything about you and I’m trying to decide whether or not we’re going to do business,” he explained. “Your profile picture is important because it adds authenticity.”
Because of how many advertisements are viewed every day, people’s minds are trained to ignore most of them, he
added. “If we want to get someone’s attention, we have eight seconds to do it and eight more seconds to keep it,” he said. “We have to be very intentional. The profile photo should be clear, it should be you and it should be a quality photograph.” If an individual hesitates to put themselves out there, Wilson advised looking deeper within oneself and trying to understand why. “People want to be able to relate to you. Give them the opportunity to do that.”
If a person doesn’t want their personal life tied to their business, he said, “Then you’re losing money. People say, ‘Why not use my business page? I don’t want my personal life out there.’ You’ll get minimal engagement. Facebook was designed for a personal profile.” This personal connection is what people use to decide whether or not they want to do business with someone.
Facebook’s algorithm, he said, notices when posts begin gaining traction. “We are leveraging Facebook’s computer to work with us,” he explained. He told the audience to put everything on their personal page first, and then rotate it to the business page. “Use the same content. I use my personal stuff to introduce people to my business. If I do it the other way around, they don’t have a reason to do business with me.”
#2: SHARE BOTH SUCCESSES AND FAILURES
Part of being relatable is showing one’s humanity: “The easiest way to get people to know, like and trust you is by sharing your story—successes and failures,” Wilson said. “Your story is what people buy into.” While he added that he focuses mainly on Facebook, these strategies can apply to any social media platform.
He invited attendees to consider the best way to share their personal brand: “How can I attract the right kind of people? It could be clients, or it could be the next leader in your company who could step in, help and allow you to take on another role. People want to do business with people they know.”
Coming up with topics to post about might be difficult for some. “Be true to form,” Wilson said. “Family, occupation, recreation and motivation. These are all things people care about, experiences we’re having on a daily basis. People love before and after pictures. Have you had a weight loss journey? Share that. If I can do it, you can do it, too. All people need is permission to take action. They’re waiting for you to give them permission to go and do the thing they want to do.”
Post about what you do for fun. “Use the personal to connect,” he said. “Every morning, after my walk, after listening to inspirational stuff, I take a moment to extract a quote that hits me hard and I share it on social media. They get a lot of likes, but those posts are for me.”
#3: PRIORITIZE RELATIONSHIP-BUILDING
While people tend to get hung up on how many followers they have—or don’t have—Wilson said it isn’t worth it to worry about it. “I would rather have 1,000 raving fans than 10,000 followers who don’t know anything about me.” He told the audience to pay close attention to where they are putting their energy. “There’s only so much time you have in a day and you can’t get that back,” he said, encouraging attendees to get involved in networking events, go out and meet people and build relationships.
“What about building referral partnerships, someone who can send you opportunities?” he said. “Take time to network with those people.” Social media, he noted, “is like owning your own digital coffee shop.” Instead of meeting everyone in person, people can “visit” all day long. “I can be here talking to you and I can also be having a ‘conversation’ with 15 other people [online] introducing myself, telling them how I help people,” he explained. “They’re on my social media, they’re getting to know me and trusting me. They’re in their comfort zone. They can get to know me a little bit. We don’t
buy from logos, we buy from people we know, like and trust. You can use social media to fill that process.”
Wilson recommended using the “80/20 rule” for posting: In other words, 80 percent of the posts should be personal, and 20 percent can be a post about a successful installation or a new product. “If you just post offers all day, they’ll ignore it,” he said. “No one wants to sit and watch commercials all day. The key to creating great content is to weave the story of your life and your experiences with the business.”
#4: ALWAYS PROVIDE A CALL TO ACTION
While you might meet someone and have a great conversation, Wilson said, what are the chances they’ll ever come into your store if you never invite them? The call to action in a social media post serves this purpose. It can be used to draw viewers to a website to learn more, or to connect with you.
“That’s why using the personal profile is a great hack to the system,” he said. “Post then share that post to the business page.” Wilson advised listeners to remember they are the “chief content creator” for their own news channel. “Every piece of content you post is something they’re coming back to get more of. When you create content, consider what they are coming back for.”
Harkening back to his other presentation on “Crushing the Day,” Wilson said, “What does it mean to crush the day? Take the next step. Go a little deeper. All we’re trying to do is get someone’s attention and keep it. Over time, we build that relationship.”
#5: WHAT DOES YOUR DIGITAL HANDSHAKE SAY ABOUT YOU?
When it comes to your initial introduction, Wilson said it’s essential to know your elevator pitch: “Can you clearly explain what you do in 10 seconds?” he asked. “Get more intentional about your ideal client.”
The social media profile is the digital handshake—the introduction that either “makes or breaks” relationships, according to Wilson. “What does that introduction look like? For some, it’s like a billboard” inviting viewers to purchase. Wilson said this isn’t good enough: “When we walk through Walmart and the Direct TV guy approaches us, we say ‘no thanks’ because we know they’re trying to sell us something. If I want that, I’ll reach out to them.” In the same way, if every post on social media is asking for a purchase, viewers may go elsewhere.
“I want them to get to know me first so they know who they’re doing business with. If I ask someone for 10 to 50 thousand dollars, they need to trust me. I have to build rapport quickly,” he said, adding, “If we’ve had that initial conversation and digital handshake, when we get on the phone, they feel more confident about buying.”
Increased connectivity and subscription services leave many wondering how these new technologies will impact the automotive aftermarket in the coming years.
The “Connected Car” isn’t a new phenomenon. Since 2014, a growing number of vehicles have featured embedded cellular modems, allowing them to connect to the internet.
In the 1990s, the introduction of onboard diagnostics led to the connected car. Vehicle connectivity back then was simply meant for drivers to quickly place emergency calls during an accident.
Fast-forward to the current day, and the vast majority of new vehicles are now sold with connectivity. The promises of vehicle to vehicle (V2V), vehicle to grid (V2G) and vehicle to anything (V2X) offer very powerful use cases that will unlock value across the mobility landscape. But the impact on the aftermarket is uncertain and still needs to play out.
The Current State of the Connected Car
Of all passenger cars sold in the U.S., around 91 percent are connected. This number is expected to continue to grow over the coming years. Researchers predict that 96 percent of all new vehicles shipped in 2030 will have built-in connectivity.
Vehicle connectivity enables a number of interesting use cases. But for today, we’ll focus on Over-the-Air updates (OTA) and the unbundling of vehicle features into subscription services.
Back in 2018, Consumer Reports panned the new Tesla Model 3 for having worse breaking dynamics than an F-150 pickup truck. A few days later, they retested the same car and found that the vehicle’s stopping distance had been reduced by nearly 20 feet. All without anyone touching the vehicle.
It’s been four years since, but the Tesla Model 3 incident really opened the eyes of the world to the power of software updates to vehicles via OTA.
Over-the-air (OTA) software updates to the vehicle promise the reduction of warranty costs, the increased completion rates for software-related recalls, the improvement of customer satisfaction by elimination of trips to the dealership for
software upgrades or fixes, and the ability to upgrade functionality and add features to automotive infotainment systems over a vehicle’s lifetime.
According to IHS Automotive, total worldwide automaker cost savings from OTA software update events has grown to more than $35 billion in 2022 (with telematics and infotainment system updates comprising most of the savings).
Another consulting firm, ABI Research, reported that domestic automakers allocate about $20 billion annually in warranty reserves. While not all recalls can be fixed via an OTA update, ABI suggests that close to one-third of recalls can be addressed over the air, saving car OEMs at least $6 billion per year.
Automakers Introduce Subscription Services
Earlier this year, Ford, General Motors and Stellantis each stated their intent to generate over $20 billion in new, high-margin revenue from selling vehicle features via monthly subscription.
How might the automakers generate new subscription revenue? GM aims to collect up to $6 billion per year via usagebased insurance (UBI). BMW intends to allow consumers to choose between paying upfront for features like rear heated seats or simply paying by the month. Porsche has said that in the future drivers will be able to unlock 50 horsepower through their app. And Audi is exploring a future where their EV drivers who end up stranded at the side of the road with no remaining charge will be able to unlock 50 miles of battery range for a one-time fee.
Expect to see many of the automakers “unbundle” features as they release new
models, focusing on billions of new revenue that will have very high profit margins.
But, in order to get there, the automakers will need to redefine themselves as software companies as they start to design the “Software Defined Vehicle.” Recently, Hyundai reported that they intend to spend $12.6 billion to develop a new operating system that will accommodate over-the-air updates.
It remains to be seen how successfully legacy automakers can navigate redefining themselves as software companies, while at the same time making the not-insignificant evolution from internal combustion engine (ICE) to electric vehicles (EVs). Some automakers may not survive attempting to make both of these changes simultaneously.
Where Does All This Leave the Aftermarket?
A few questions remain regarding subscription services. First, what will be the consumer appetite and willingness to pay for multiple subscriptions on a monthly basis for convenience and performance features that used to be included in the sale price of the car?
Second, when a consumer “unlocks” a vehicle feature post-purchase, how much of that revenue will be shared back to the dealership? Dealer Councils will need to actively negotiate with their automaker around future subscription revenue share.
Third, will the concept of unbundling vehicle features into monthly payments survive challenges in the court of law? Earlier this summer, a lawsuit was brought in New Jersey contesting such subscription fees as being illegal.
Under the guise of cybersecurity, it increasingly appears that the automakers intend to “lock down” access to the vehicle from third-party installers.
In some cases, legislation has been introduced to enforce the “Right to Repair,” but even if the aftermarket is granted access, they will still face the increasing technical competency needed to work on these sophisticated vehicles. Never mind the automaker-specific tools that may be required in some cases.
At this point, there are more questions than answers about how the increasing technological sophistication of the connected car will impact the aftermarket’s ability to access the vehicle.
But the one thing we can be sure of is that vehicles are going to become more complex as automakers look to lead the consumer experience and vehicle sophistication through the evolution of the vehicle’s software.
The combination of the complexity of the vehicle and the potential for cybersecurity breaches means there will be escalating tension between the automakers looking to “lock down” the connected vehicle and the lobbying of the aftermarket to ensure they have the right to continue to satisfy consumer demand for aftermarket accessories.
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