Mobile Electronics Magazine - October 2023 by Mobile Electronics

October 2023

me-mag.com

BUILDING MOMENTUM WHAT’S THE FIRST STEP TOWARD GROWTH? LEARN FROM THOSE WHO’VE COME BEFORE US, SAID ROOKIE OF THE YEAR JEREMY “TACO” PATTERSON.

NEXT STEP David Wall shares his journey on transitioning from a tech to a CEO.

INSTALLS

With top-tier equipment installed, this 1991 Toyota Hilux won Sony’s Mobile ES Demo Car Contest.

Volume 55 Issue 8 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: Checking In

54 Installs

Last month, we looked at top trends in the industry and follow-up strategies. In this feature, retailers share additional perspectives on how they keep customers coming back.

40// Rookie of the Year: The Starting Line

With a lifelong interest in cars, Rookie of the Year Jeremy “Taco” Patterson has shifted gears from drag racing to automotive sound.

DEPARTMENTS 4

Editor’s Forum

Feedback

Published by TM

mobile electronics association

Chris Cook PRESIDENT

978.645.6434 chrisc@mobile-electronics.com Richard Basler

ON THE COVER:

978.645.6449 richb@mobile-electronics.com Tony Frangiosa CHAIRMAN OF THE BOARD, MEA

How can a technician transition into a CEO? David Wall of Freeman’s Car Stereo shares strategies for growing into the role.

AD INDEX

Jeremy “Taco” Patterson, recently named Rookie of the Year, works as a sales pro and product specialist at Speaker Box Auto Sound and Accessories in Huntsville, Ala. Patterson continues to learn and absorb as much as he can, and hopes to eventually be in the running at the Industry Awards for Top Sales Pro. facebook.com/mobileelectronics

E XECU TIVE DIRECTOR MEMBER SER VICES

50// Strategy and Tactics: Seize the Opportunity

2 Mobile Electronics October 2023

Contributing Editors Jamie Sorcher and Laura Kemmerer

Alpine Electronics. . . . . . . . . . . . . . . . . . . . . . 5 Firstech - DroneMobile. . . . . . . . . . . . . . . . 59 HKI USA - SounDigital. . . . . . . . . . . . . . 56, 77 HKI USA - TURY . . . . . . . . . . . . . . . . . . . 48, 49 JBL. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 Kicker . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Mobile Electronics Industry Awards . . . . . 11 KnowledgeFest Las Vegas. . . . . . . . . . . . . . 9 KnowledgeFest 2024 . . . . . . . . . . . . . . . . . . 57 MECP. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27 ME-TV. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 Meyer Distributing. . . . . . . . . . . . . . . . . . . . . . . 7 Pixel Technologies. . . . . . . . . . . . . . . . . . . . . . 19 SiriusXM. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Snap Finance. . . . . . . . . . . . . . . . . . . . . . . . . 25 Sony. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37

CMY

KEY200.4 SMART 4-CH. AMPLIFIER/PROCESSOR Auto-EQ Dials In Audio Realism at Ear Level 200 Watts of Power (50W x 4 ch.)

40-Band Equalizer Auto-Tunes Sound Systematically Time Alignment Auto-Creates Excellent Soundstage

Mic and Selector Switch Initializes DSP and A/B Testing

Gain Adjustment Auto-Creates Balanced Sound from Each Speaker

WHAT MAKES IT SUPERIOR?

+ AI-Driven DSP – One-Step, Automatic Calibration that Dramatically Improves Audio Quality + Compatible with Start/Stop Vehicle Technology + FIT2 Technology Allows It to Work with Nearly Any Radio

KEY200.4 Amplifiers are now shipping. For more info, contact us at 405-624-8510, or your KICKER Sales Rep.

#kickeraudio #livinloud @kickeraudio

kicker.com

facebook.com/MobileElectronics

E D I T O R ’ S

F O R U M

ROSA SOPHIA • MANAGING EDITOR

HOW TO BUILD A LEGACY

What’s the key to creating something that will last for generations? Innovate, innovate, innovate.

In the last two months, both of my grandparents passed away. This

according to just about every business owner I’ve ever spoken to—if

month, we also lost an industry family member—Todd Ramsey. Next

you try to keep doing something the same way you’ve always done it,

month, we’ll honor Todd and his contributions in the magazine’s cover

you won’t be around forever.

feature. Today, I want to share a little bit about my grandfather and the innovation that secured the longevity of me a lot of what I’ve heard from 12-volt business owners. Before his retirement, my grandfather was the owner of Godshall’s Quality Meats in Pennsylvania. My great-grandfather started the company in 1945. Today, my Uncle Mark runs the business. When I asked him why he feels it’s so successful, he replied with just one word: Innovation.

INNOVATE TO STAY AHEAD OF THE CURVE As I’ve heard in sales training classes, owners and managers can have varying perspectives about how

BUILD AND NURTURE A STRONG FOUNDATION

“

our family’s business, because it reminds

When I spoke with my uncle about

If you try to keep doing something the same way you’ve always done it, you won’t be around forever.

things should be done, depending on what works for them. Some businesses are handling much of their sales remotely now. Sometimes, clients don’t

”

our family’s business, he mentioned numerous key points I often hear discussed during training classes and interviews: He touched on building a strong foundation and fostering positive company culture. The culture rests on a vision statement that prioritizes love, inspiration and trust. Additionally, the company tries to promote from within wherever possible. When Godshall’s first opened, it was the friendly neighborhood butcher. But when supermarkets got better at providing these products, the focus had to change. In 1994, the company pivoted to processing and supplying supermarkets instead of competing with them. As competition increased, Godshall’s added

even come into the showroom. Even as we hear a store owner advise

different avenues of focus, such as making meals for the military’s MRE

against a particular method, in the next breath we might hear some-

program, expanding into Halal products and doing exports.

one else advocate for it.

Every industry changes, and it changes fast. I’m reminded of the

In sales trainings, professionals often start by saying, “What works

early days of car audio versus what we see today. Mobile electronics

for us might work for you, or it might not.” While there are many simi-

professionals are now stressing the importance of understanding OEM

larities, there are also differences depending on location and clientele.

integration and increased flexibility so a business can pivot into dif-

Regardless, a business must always look toward the future and

ferent categories. Innovation, that’s the key—whether you’re selling

innovate to stay ahead of the curve. According to my uncle—and

turkey bacon or sound systems. How is your business staying ahead?

4 Mobile Electronics October 2023

NEXT-GEN TECH Experience incredible music detail with Hi-Res Audio Playback on the Next-Gen Alpine Halo Displays

iLX-F511

iLX-F509

iLX-F507

 feedback

HOW TO KEEP THEM COMING BACK Industry professionals Jason Kranitz, Mike Hungerford and Brian Kleinsmith all share advice on closing the sale, attending trainings and keeping the shop clean, all with a common focus—to keep the customers coming back. “We do a midday cleanup. I bring customers into the shop to show them the install bay, so we keep it clean at all times. We also do an end-of-day cleanup so everything is ready in the morning.” - Ata Ehdaivand, Absolute Electronix, Rockville, Md. “The best advice I could give to another retailer or installer would be to always keep expanding your skillset. Too many people go stale and think they are doing things the best way possible, and many times that’s just not true. We attend the GoFast Dealer Expo and the Remote Start Summit twice a year. We attend at least one of the KnowledgeFest event annually. I’ve been to two Master Tech Expos. While that seems like a lot, I’ve grown and expanded my skillset beyond what I thought possible years ago. We’ve been able

6 Mobile Electronics October 2023

to offer way more services to our clients and ultimately made record sales in the past couple years.” -Mike Hungerford, KarTele Mobile Electronics, Waterbury, Conn. “There are three key components to getting a client into the shop: [During a phone conversation] after asking for an email address, I ask, ‘How’d you hear about us? Word of mouth, Internet, or car dealership.’ If their friend referred them, I can handle any objection by saying, ‘They referred you to us because they knew you wanted that same service. So, do you want to come in for a consultation on Tuesday or Wednesday?’ You won’t get everyone, but you’ll get more people than if you just gave a price over the phone.” - Jason Kranitz, Polarity Check Marketing Group, Las Vegas, Nev.

94 locations serving you nationwide and into Canada. ■

■

Personalized service

■

FREE online ordering

■

Toll free phone lines

■

MeyerDistributing.com

Family owned and operated

Spanish bilingual call center Full service IT staff to manage networks, infrastructure, phones, data and security Over 900 product lines Over 3 million sq. ft. of warehouse space Company owned fleet 500+ trucks serve 48 states direct 12 distribution centers

800.MEYERUSA

 stats TM

Mobile Electronics

INDUSTRY PERFORMANCE

mobile electronics association

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

2023 V/S 2022 MONTHLY RETAIL SALES

Third Quarter

Fourth Quarter Forecast

33 %

DOWN

10% *

DOWN

2% *

HISTORICAL DATA (FIRST THREE QUARTERS)

UP 24%

UP 7%

2023 v/s 2019

2023 v/s 2020

UP 2% * 2023 v/s 2021

2023 v/s 2022

DOWN

10%

DOWN

1 %

DOWN

7 5% 3%

DOWN

MAY JUNE

JANUARY FEBRUARY MARCH APPRIL

DOWN

2023 FORECAST FOR Q4 AND YEAR Q4 REVISED TO DOWN

2023 V/S 2022 FORECAST DOWN

DOWN

5 5

4% *

SEPTEMBER

Second Quarter

JULY AUGUST

First Quarter

UP 12%

2023 V/S 2022 QUARTERLY RETAIL SALES

 helpful stuff APP

Zoho Expense - Receipt Scanner WWW.ZOHO.COM/US/EXPENSE/RECEIPT-SCANNER-APP It can be challenging to keep track of expenses and documents, and that’s where a receipt scanner app comes in handy. It lets you scan and store receipts, invoices, and other important documents by simply using your camera on your smartphone. It eliminates the need to carry around physical copies or manually enter data. Not only will scanning save you time and physical space, but storing everything digitally means easier organization and accessibility. In addition to scanning and organizing receipts, Zoho Expense also allows users to create expense reports and submit them for approval. This can be especially useful for business owners and freelancers who need to keep track of their expenses for tax or reimbursement purposes.

BOOK

Why Zebras Don’t Get Ulcers: The Acclaimed Guide to Stress, Stress-Related Diseases, and Coping—Revised and Updated BY ROBERT M. SAPOLSKY In its third edition, Robert Sapolsky’s book features new chapters on how stress affects sleep and addiction, as well as new insights into anxiety and personality disorder, and the impact of spirituality on managing stress. Sapolsky is a professor of biology and neurology at Stanford University and the recipient of a MacArthur Foundation genius grant. According to his book, the diseases we fear are brought on by slow damage, like heart disease and cancer. When we worry or experience stress, our body turns on physiological responses similar to an animal’s, but we don’t resolve conflict the same way, by fighting or fleeing. Over time, stress makes us sick, intensifying everything from depression and ulcers to colitis and heart disease. Read this book for essential guidance in helping you control your stress responses.

10 Mobile Electronics OCTOBER 2023

BOOK

The Forgotten Art of Being Ordinary: A Human Manifesto in the Age of the Metaverse BY C.J. CASCIOTTA AND ANDREW MCLUHAN This won’t come as a shock: We’re addicted to our devices, and so are our children. No one seems better for it, either. So what can we do to become less isolated, polarized and disconnected? This book answers the question with a bold idea: In an age of personal brands and artificial intelligence, perhaps it’s time to relearn the forgotten art of being ordinary. In his follow-up to Get Weird, writer and media producer C.J. Casciotta offers nine practical solutions and illuminates a better way to live in a culture addicted to media technology. If you’re tired of feeling like technology owns you, this book offers a hopeful and realistic game plan to navigate the present without losing your soul. The future of our society depends on the choices we make now—especially when it comes to communication methods. It’s a crisis as urgent as climate change, but fewer people are talking about it. The Forgotten Art of Being Ordinary will give you the language you’ve been looking for to start changing the conversation.

PODCAST

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

facebook.com/MobileElectronics

 what’s happening

CHECKING

12 Mobile Electronics October 2023

Last month, we looked at top trends in the industry and follow-up strategies. In this feature, retailers share additional perspectives on how they keep customers coming back.

WORDS BY ROSA SOPHIA

ast month, we looked at roundtable sessions at KnowledgeFest to see what trends are on the minds of industry professionals. Follow-up strategies were a particular point of discussion. In a related class on following up, James P. Smith of A.C.T. Audio in Vernon, Conn. reminded salespeople and retailers not to be afraid to fire customers who aren’t a good fit or who aren’t working out: “If you don’t let go of them,” he said, “you aren’t making room for better customers.” Jayson Cook, store manager of Columbus Car Audio & Accessories in Columbus, Ohio, said their shop uses a CRM, or Customer Relations Management system, to handle quote requests or inquiries. All sales associates then have access and can respond and keep track of customer conversations. “Two days after our initial responses, the customer receives a follow-up email,” he said, adding that if there’s no contact, the store follows up a second time after seven more days. “If the customer never responds, after 30 days they’ll receive a final follow-up email seeing if they’re still interested in our services.” Kimberly Trainer, owner of Car-Tunes, Inc. in Greenville, Miss. likes to keep customer follow-ups personal. “Taking a few minutes out of the day to connect about a client’s specific purchase and installation generally ensures a repeat customer,” she said. “This isn’t what they are used to— so it really stands out as extra effort and shows genuine care for the client.”

RETAILERS FINE-TUNE THE FOLLOW-UP Any customer who reaches out from the Columbus Car Audio website also has the option to subscribe to the store’s weekly newsletters, according to Cook. “We can keep in contact that way, too, by sending product information, deals and specials, and featured installs.” If a customer comes in to discuss options, but doesn’t

facebook.com/MobileElectronics

 what’s happening

“

WE DON’T WANT TO INUNDATE OUR CUSTOMERS TO THE POINT THEY UNSUBSCRIBE, OR STOP ANSWERING OUR CALLS. WE STAY IN TOUCH JUST ENOUGH TO KEEP US TOP-OF-MIND WHEN A NEED ARISES.

”

purchase, he noted the store will call in a few days “to see I they’ve given any more thought to what was discussed or if they’d like to schedule.” Additionally, the Car-Tunes team follows up with potential clients who’ve visited but not completed a purchase. Regular emails or texts keep them informed. Trainer said that a text message will sometimes spark an in-store visit. This kind of strategy is usually seasonal or centered around a holiday or event, she

14 Mobile Electronics October 2023

added. “With customer text, we promote a specific product, whether it’s a brandnew introduction, a targeted overstock or a clearance deal,” she added. “We don’t want to inundate our customers to the point they unsubscribe, or stop answering our calls. We stay in touch just enough to keep us top-of-mind when a need arises.” When it comes to applying good follow-up strategies, Trainer said it always starts at the shop: “You need to have spent time with the client in the vehicle

explaining the features of their new system upon pick-up. Answer any questions they may have at this time, but then hand them a business card—with your picture on it—and tell them to call you at the business with any follow-up questions they have so that they may enjoy their purchase to its full potential.” While some businesses are leaning more toward digital business cards, Trainer prefers to put something physical in the client’s hand. “This lets the

client know you really want them to love their system.” During the next conversation, whether it’s via a phone call, text, or email, it’s essential to address any questions as well as to recommend the next product or service that will complement the current system, she added. “We find this personal approach is very effective because our clients feel we understand their individual needs. Planting that seed and following up will keep you in mind for future purchases.”

Kimberly Trainer said Car-Tunes, Inc. uses personal phone calls and recommendations to plant the seed for future business. This may also help to make the client aware of additional categories or services.

However it’s handled, Smith advised avoiding discounts to close a sale. “If we learn to sell ourselves and establish trust, we don’t have to discount,” he said. In the past, Smith said he realized the impact of discounts and decided to make a change. “We were doing $700,000 a year, and I did 10 percent discounts to close sales. While

it was only $70 here and there on each sale, at the end of the year, that added up to $70,000 dollars I was discounting. It really adds up.” Even though the shop pulled back on discounts, he said it’s still a mindset he struggles with. “When a customer says it’s too much, I’ll ask them why. Asking

facebook.com/MobileElectronics 15

 what’s happening

James P. Smith of A.C.T. Audio in Vernon, Conn. said he feels a customer who wants a discount often isn’t the best customer. Salespeople should be discerning when or if a discount is offered.

customers is very important because they will give you an answer,” he added. “You can also offer a lower cost solution, like downgrading speakers. When I started doing that, customers would usually stand their ground for the higher-end product.” The customer who wants the discount, he said, is often not the best customer. Smith, himself, doesn’t like to look for the cheapest price when he’s shopping. “It usually backfires on me.” He used dealerships as an example: “They charge a lot more. Customers believe dealerships are the experts. They trust them, so it’s easier for the dealership to make that sale.” The key for 12-volt shops, he noted, is building that same level of trust and value.

REGARDLESS OF METHODS, ALWAYS MEET CLIENTS’ NEEDS As some shops skip in-person consultations and arranged jobs completely remotely, Trainer said she feels there’s room for both models. “I believe the

16 Mobile Electronics October 2023

RALLY BAR

• Available in 20” and 35” • 20” 150 W • 35” 300 W • RB/RBXL - Party Light

• Flexible Mounting • Bluetooth Broadcast • Dome Light • IPX Rated

To Learn More Visit: www.jbl.com Or Contact: Shawn Spedding 816-385-1944 or shawn.spedding@harman.com © 2018 HARMAN International Industries, Incorporated. All rights reserved. Inﬁnity is a trademark of HARMAN International Industries, Incorporated, registered in the United States and/or other countries. Feature, speciﬁcations and appearance are subject to change without notice.

 what’s happening

While some shops book jobs remotely, Jayson Cook of Columbus Car Audio and Accessories in Columbus, Ohio, feels a face-to-face meeting is essential to confirming what’s needed.

remote experience is usually due to distance, but sometimes it is also due to time or even physical capability in the event of an illness or physical limitation,” she said. “Whatever the reason, being accommodating and complete with your consultation is key to letting the client know you care about their needs and are the right choice for the project.” Cook said that while he feels a shop should be flexible with its clients, a faceto-face conversation is essential because it helps confirm what’s needed—not just what the client is asking for. “We need to make sure we’re meeting the client’s requests and that we’re able to give them

18 Mobile Electronics October 2023

“

WE NEED TO MAKE SURE WE’RE MEETING THE CLIENT’S REQUESTS AND THAT WE’RE ABLE TO GIVE THEM THE DESIRED OUTCOME.

”

the desired outcome,” he explained. “In my opinion, the only way to really do that is to have face-to-face conversations.” At Car-Tunes, Trainer added, projects that are handled remotely are generally lengthy custom jobs. “The actual consult may be the thing they’re short on time for,” she said. “This is why follow-up after the initial consultation is so important to make sure all details are covered so there is no miscommunication. The key is staying in contact before, during and after the purchase and installation.” As for the future of 12-volt, Trainer said she’s focused on integration advancement in OEM technologies. This is her

Motorcycle Kit

The SXMKR97 is the smallest and most compact SiriusXM® Satellite Radio motorcycle kit on the market. The Commander Touch system features a beautiful full-color touch screen display controller that allows you to pause and rewind capability SiriusXM® programming. The display controller dimensions are 4.1" W x 1.7" H x .5" D. Perfect for a discrete and clean installation into any motorcycle dash or console.

•

Touch Screen Display

•

Water Resistant Case

•

Hide-away Tuner

•

3 Mounting Options

•

Universal Audio Adapters

•

Advanced SiriusXM®

T E C H N O LO G I E S

sales@pixelsatradio.com (800) 595-0845 www.pixelsatradio.com facebook.com/MobileElectronics

 what’s happening

SIMPLIFYING THE FOLLOW-UP James P. Smith of A.C.T. Audio in Vernon, Conn. said his business uses a Customer Relations Management (CRM) system to make follow-ups easy. The business is able to customize it however necessary. “You can break things up in terms of when you last followed up and the type of job, for example,” Smith said, adding that his team makes it about “who we call and when we call.” The platform is also accessible by any salesperson, so everyone is on the same page. Five calls are set up, followed by “nurture.” As a salesperson moves through the leads, or calls, emails are also triggered. “I’ll call and say, ‘Hey, I just wanted to see if you have any questions.’ If the customer doesn’t answer, I leave a message. That night, my CRM triggers an email that says, ‘Why A.C.T. Audio?’ This adds value to that customer,” he explained, adding that a client might be too busy with work or other obligations to remember to call back. “You’re reminding them. The first three leads are the most important. In the second email, I talk about our awards with MEA. When it reaches ‘nurture,’ it means the customer isn’t responding and we’re moving on, but they receive a drip campaign. They’ll get emails of different things we do. They might not know we did those other things.” The final category is “booked,” for after a job has been sold. “Once that job is complete, we move on,

20 Mobile Electronics October 2023

and the CRM triggers an email that asks, ‘How was your service?’ If they click ‘good,’ it takes them to Google reviews. If they click ‘bad,’ it gives them a survey and I get the results. It takes a lot to set this up, but it’s a powerful tool. We have a lot of customers and it gets harder to track them,” he said, adding, “This helps with that.” A.C.T. Audio follows up five times. The first time is after 24 hours. The second time is after 48 hours. Then, Smith said he spreads out the rest of the calls. “My last one is at the two-week mark. We’re not selling something someone needs. If they have a broken radio or want an upgrade, in two weeks’ time, they might’ve done it already. I follow up regularly, and at the end, I send another message that says, ‘I just wanted to follow up one last time before I remove you from my list.’” According to Smith, this creates a sense of urgency. The customer might say, “I’ve been really busy. I’m not ignoring you.” The retailer is saying, “If you don’t answer, I’m walking away.” Smith said most of the time he doesn’t get a response, but sometimes a customer does say, “I’ve been busy. Give me a couple of months.” He’ll then mark it down and reach out later. “Never use the words ‘following up’ with the client,” Smith added. “It’s salesy. Ask them if they have questions about your conversation, and show genuine care.”

favorite part of connecting at events such as KnowledgeFest and the MESA Summit. Both events provide her with opportunities for one-on-one discussions with manufacturers about future product needs for the industry, she said. “As an authorized dealer, we can be the bridge between the customer and installer needs and requests for innovation, and the manufacturer engineering these solutions.” Any business that wants to stay relevant, she noted, will have to participate

in regular training. “If there is a new solution available get that piece of tech in your store so it can be examined and experimented with. Keep your staff informed of new technology and offer it to you clients as soon as you are confident you can deliver quality results.” Cook feels it will be especially important to keep learning and training on audio signal paths and how to integrate into OEM audio systems without degrading sound quality. “It’s also important to learn

to properly integrate into the electrical system in electrical vehicles,” he said. “Now, more than ever, we have to evolve with technology.” The days of just changing out a radio, he said, are gone. “We’re professionals and we need to have the solutions to make the client’s vehicle what they want it to be.” When it comes to follow-up strategy, his advice is, “Just do it! When you have an interaction with a client, make sure to get their information into your point-of-sale

system so you can follow up with them.” Reaching out helps to set a business apart from its competition, he added. “You’re doing things differently than the other guys, which makes the experience different. Remember, Eddy Kay said, ‘All things being equal, I will buy from the cheapest place.’ So, don’t be equal. One way to do this is to follow up.”

facebook.com/MobileElectronics

 On The Show Floor

Making Connections The show floor at KnowledgeFest Dallas this past August displayed everything from retailer incentives to innovative, installer-friendly equipment.

DIAMOND AUDIO SHOWS OFF ITS “SKELETOR” TRAINING DEVICE This “mock bike” with active and passive speaker setups demonstrates crossovers, EQ effect and time delay. Diamond Audio currently uses this in its training sessions. Then, it’s used on the show floor to offer a three-part demonstration that shows listeners how DSP works on a motorcycle. According to the company, the training touches on the client’s personal experience. The aim is to get the client involved in designing their own system. According to representatives at KnowledgeFest, the mock motorcycle received its nickname from someone back at the company office.

22 Mobile Electronics October 2023

RDV TECHNOLOGIES PRESENTS NEW PRODUCT UPGRADES Rich DeSclafani, together with his daughter Angelina, attended KnowledgeFest Dallas to show off RDV Technologies’ latest product offerings. Large-screen radios for Infinity, Maserati, Tesla and Bentley have recently been upgraded. The 10.5-inch screen comes with a three-year warranty, wireless CarPlay and Android Auto, and front and rear camera inputs. It integrates easily with factory audio packages. Additionally, these products integrate with digital A/C and heater controls. Recently, RDV expanded its Infinity offerings to include Q50 and Q60 up to 2021, with the option of adding external amplifiers.

JL AUDIO MEDIA MASTER MMA-1-HTML MARINE SOURCE UNIT JL Audio recently shifted its focus to marine and powersports, presenting its MMA-1-HTML Marine Source Unit. After downloading the JL Audio app and interface, the user has full access to settings and menus. No matter where the source unit is located, the user has full access using a touchscreen panel.

facebook.com/MobileElectronics 23

 On The Show Floor

AUDIOPIPE WELCOMES MAURICIO DURAN, CONSUMER SUPPORT DEALER LIAISON Mauricio Duran was present at KnowledgeFest Dallas to greet retailers on behalf of Audiopipe. According to Julio Rodriguez, one of Duran’s tasks is to reach out to dealers after the show, provide information and thank them for attending. “We need their support to keep this going,” Rodriguez said. “It’s important to get educated. It’s on us to reach out to dealers and make sure they know we’re happy they’re taking time off their business to come here and educate themselves.” Audiopipe mainly works with distributors, but they want to offer support to dealers as well, according to Rodriguez. “We want to build relationships,” he explained, adding that when it comes to the products, the company gets a lot of engagement from its mini-woofers and miniamps. These products, he said, are ideal for areas that don’t have much available space. “The minis meet the need and give dealers more options.” One of the visiting dealers told Roriguez that his customers like how easily these products fit anywhere. “It’s easy integration into the vehicle,” he added.

MEYER DISTRIBUTING CHATS WITH RETAILERS AT KNOWLEDGEFEST DALLAS Recently, Meyer Distributing started working with Sundown Audio, Cerwin Vega and ZZ-2. They plan to continue attending KnowledgeFest Events. At the show, team members gathered for a group photograph.

24 Mobile Electronics October 2023

A Snap Finance Solution

Drive more sales and grow your business with Snap Finance Exclusive discount rates for Mobile Electronics Association (MEA) members Nearly one in three Americans have a subprime credit score.1 With Snap as your preferred lease-to-own financing provider, you can convert those consumers into loyal customers, boosting your sales revenue and expanding your reach.2

0% merchant discount rate

All credit types welcome2

Exclusive to MEA members,

Snap provides more consumers with

use Snap at no cost to you.

an accessible financing solution.

High approval amounts

Multiple ownership options

Customers can get up to $5,0003 in

Customers choose from three convenient

lease-to-own financing, helping you

payment options, including an 18-month

increase your average order value.

term option.

Average amount our top MEA retailers

$23,000 receive per month in Snap funding4

Start attracting and converting more customers Claim your exclusive MEA partnership offer today. snaponboarding@snapfinance.com | 833-575-8789 Access code: MEA2023 The advertised service is a lease-to-own agreement provided by Snap RTO LLC. Lease-to-own financing is not available to residents of Minnesota, New Jersey and Wisconsin. ¹DeNicola, Louis. “What Does Subprime Mean?” Experian. July 9, 2022. ²While no credit history is required, Snap obtains information from consumer reporting agencies in connection with the lease-to-own application. Not all applicants are approved. ³The average approval amount a customer receives is $3,000. 4 Dollar amount based on top-performing retailers, 2022. Does not indicate future performance.

A Snap Finance Solution

snapfinance.com

 On The Show Floor

SOUNDSHIELD PRESENTS NEW “MASSIVE” SHOP ROLL This brand new shop roll is 30 by 236 inches. It is one solid sheet with three layers of material. According to Soundshield representatives, this versatile product is especially good for Sprinter van installations.

ZZ-2 SIMPLE PLUG-AND-PLAY ITZ-GX-A INTERFACE ITZ-GX-A covers all Lexus GX460 2014-2021. Simple plug and play, front and rear camera inputs, USB playback and three-year warranty.

SONY XAV-9000ES SEVEN-INCH MOBILE ES DIGITAL MEDIA RECEIVER With its smaller than normal rear chassis, the XAV-9000ES makes for easier installation and leaves plenty of space for cabling and other accessories in the space behind the display. It is iDatalink and Maestro compatible, rear-view camera ready with adjustable parking lines, and SiriusXM, Apple CarPlay and Android Auto compatible, and much more.

26 Mobile Electronics October 2023

The Mobile Electronics Certiied Professional (MECP) program is the only internationally recognized program of its kind.

- Online learning material with smart-resume and exams on any Internet-connected device. - Instant validation of exam scores and immediate incorrect answer feedback. - MECP Proole access with real-time certiication status and certiicate access. - 14 available courses and exams available to suit your speciic role(s). - Discounted renewal and upgrade options for your personal certiications. - Printed certiicates, patches, and retail store stickers and banners are available. - The only certiication in any industry with online veriication for employers or consumers! Get Certiied

Verify Credentials

Verify A Retailer

Questions about how to get certiied or link your retail location? Contact us at administrator@mecp.com!

 On The Show Floor

MATTS PRO AUDIO LSM SERIES AMPLIFIERS MATTS Pro Audio presents a range of amplifiers, offering several different models in the same series. The LSM Series of amplifiers are popular with motorcycle customers, according to the company. The series includes a range of mono blocks from 1,000 watts up to 8,000, with more on the way. All amplifiers are built in-house and come with a three-year warranty. They can also be marinized to give them weather resistance.

PIONEER DMH-WT3800NEX IN-DASH MULTIMEDIA RECEIVER This flagship audio video receiver from Pioneer boasts a nine-inch capacitive floating display with dark and light mode, as well as both wired and wireless Apple CarPlay and Android Auto. It has built-in Bluetooth, 13-band graphic EQ with time alignment, dual camera inputs and three pre-outs. It is also SiriusXM-ready. Meanwhile, the truck on display in the Pioneer booth was meant to get attendees thinking about what’s possible and how they can present this to their customers.

28 Mobile Electronics October 2023

KICKER POWER CANS Kicker’s Power Cans present an all-weather 6.5inch two-way system with a built-in amplifier. The product features Bluetooth streaming, square speaker enclosures with multicolor LEDs and a wired remote with back-lit buttons. It is also weather-proof IP66-rated for powersports. The integrated amplifier delivers 70 watts RMS per channel, and it comes with adjustable clamps for mounting.

TERM-PRO AND TERM-LAB Wayne Harris conducted in-booth training at KnowledgeFest Dallas on Term-LAB and Term-PRO. Both of these tools are used by consumers, retailers and manufacturers. Attendees stopped by the booth to learn more and inquire about show specials.

RYDEEN AIMS TO EXPAND FEATURES IN FLAGSHIP PRODUCT TOMBO 360 Rydeen has been specializing in safety for the past 15 years. Currently, traditional-style cameras and monitors are transitioning to digital, bringing higher quality to all product offerings. Beginning with its flagship product, TOMBO 360, Rydeen will be integrating wireless systems and apps so users can receive notifications via their smartphone.

facebook.com/MobileElectronics 29

FULL ACCELERATION & SAFETY TECHNOLODY

The NEW FAST MAX has lots of new safety and performance features!

AUTO LOCK

Automatically locks pedal when ignition is turned off. TRACKER INPUT

Applies a progressive block on the car through our new communication input for GPS trackers.

HIGH IDLE MODE

Allows you to program a ﬁxed throttle level to set a speciﬁc RPM. REVERSE MODE

New input to remove the FAST performance when reverse gear is engaged. ECO MODE

New map to reduce fuel consumption. MAGIC KEY

Optional Bluetooth proximity key for Auto Lock Safety Mode (sold separately).

OTHER FEATURES • 5 Acceleration Maps each with 9 levels • Plug and Play Installation • Compatible with more than 800 different vehicles • Valet Mode • Manual Lock Mode • Also available for PowerSports applications (waterproof) • 5.2 Bluetooth Technology • Optional Dash Panel available (safety backup) • Optional Magic Key Multi-Pack for ﬂeet or lot control

www.hki-usa.com

/turyusa

info@hki-usa.com

 On The Show Floor

SIRIUSXM PROMOTES TRAINING AND INCENTIVES FOR RETAILERS At KnowledgeFest Dallas, SiriusXM shared information on incentives for retailers and training opportunities. In the incentive rewards program, for every tuner a retailer purchases from an authorized SiriusXM distributor, the retailer receives $10 on a Visa reward card any time the product is sold and activated. The website allows retailers to track where they are in the program. The more they sell, the more they make. Additionally, a 15-minute online training discusses promotions, features and sales tips. At the end of each month, SiriusXM picks 10 people who took the training and sends them $50 Visa cards as a thank-you. Finally, the company aims to help keep retailers up to date with current promotions. It also offers a product display that explains offers and has QR codes for more information. This display will help grab attention on the sales floor, according to the company.

KENWOOD KMR-M300BT MARINE DIGITAL MEDIA RECEIVER WITH BUILT-IN BLUETOOTH The KMR-XM300BT from Kenwood features a compact display that fits a standard three-inch gauge opening. The 2.7-inch color display is ideal for a sideby-side, golf cart or boat. It features Bluetooth streaming, a 45-watt RMS by 4-channel amp and all necessary inputs needed for expanding a system. It is also IPX6-rated and SiriusXM-ready. Finally, the receiver is compatible with Kenwood’s KCA-RC35MR wired remote, which is sold separately.

32 Mobile Electronics October 2023

NEW BIKE DEMONSTRATES PRECISION POWER’S PRODUCT OFFERINGS The motorcycle displayed in the Precision Power booth at KnowledgeFest Dallas was built by Bad Ass Bikes of Temple, Texas. It features all the new HT Series speakers, the company’s head unit and amplifier. Even the paint job was completed just in time for the show.

facebook.com/MobileElectronics 33

 On The Show Floor

PRV AUDIO MOTO SERIES DEDICATED TO MOTORSPORTS PRV Audio’s new Moto Series is dedicated entirely to motorsports. All the products in the line are waterproof with a compact design to fit tight spaces, such as on motorcycles and ATVs. The models are a slim design coaxial with driver and short-barrel tweeters for compact installations.

WATTSTAR BRINGS FULL LINE OF LIGHTING SOLUTIONS TO KNOWLEDGEFEST For the past 14 years, Wattstar has been designing, manufacturing and selling lighting solutions for various applications, including headlights and interior and exterior lighting. The company offers options for many different makes and models. Wattstar also carries a full kit for underseat lighting, glove box and door handles.

34 Mobile Electronics October 2023

LINKSWELL EXPANDS INTO RV INDUSTRY, OVERLANDING, JEEPS AND SUVS At KnowledgeFest Dallas, Linkswell expanded its booth presentation to demonstrate how the company is expanding into the overlanding category. Linkswell continues to offer products for trucks and fleet vehicles, but will now be offering new opportunities. The truck in the company’s booth displayed a tent with solar panels. “We’re getting into solar power systems,” said the company representative. “It’s primarily for RV markets, but also for overlanding.” In the advent of COVID-19, many people wanted to get out and explore, but they wanted to travel on their own to avoid crowds. Since then, the overlanding category has seen a lot of growth. While not everyone can afford an RV, roof-mount tents continue to be a more affordable option. A solar panel system allows for added comfort. The Linkswell booth endeavored to show retailers how they might present these options to customers and expand into a new category. By the first of next year, the company hopes to offer full kits: “This would ideally include the panel to allow you to control your lights, see the water level in your tanks, and if you have an electric awning, you’ll be able to open and close it. A lot of RV vehicles have hydraulic levelers, and you’ll be able to control that via a screen.” The goal, the company said, is to easily be able to control various functions. The back of the demo vehicle also showed off amplifiers and additional battery storage.

facebook.com/MobileElectronics 35

 On The Show Floor

MOSCONI DEMONSTRATES INTEGRATED SYSTEM IN 2022 TOYOTA CAMRY

SONY XS-160GS 6.5-INCH COAXIAL SPEAKERS

On the show floor at KnowledgeFest Dallas, this 2022 Toyota Camry featured a Gladen 8-inch RS200; Gladen 38mm tweeter; Mosconi 6 to 8; Pico 8 to 10; and four Pico ones running the subs. It also features Mosconi Pro amps: Two Pro 110s, and a Pro 530 running the front and the rear, with a Gladen three-inch on the dash. There’s also a 6.5inch alpha and four RSX 12s. The equipment creates a very small footprint. The idea, according to the company, is OEM integration: “You don’t see anything at all.”

36 Mobile Electronics October 2023

Sony Car Audio’s XS-160GS 6.5-Inch Coaxial Speakers are based on technology developed for the company’s premium speaker designs. The soft-dome tweeter boasts a flat frequency response and wider dispersion. In addition, its silk diaphragm contributes to natural and smooth sound with good internal loss. The acoustically-optimized spider allows for higher power handling and airflow, with a profile designed for more rapid and precise cushioning of the speaker cone. The integrated Dynamic Air Diffuser ensures efficient air circulation for smooth cone travel and cooling of the voice coil. Finally, the smaller tweeter chassis and shallow woofer basket decreases physical interference with factory grilles for easy installation in a wide variety of vehicles.

The new GS series speakers oﬀer high performance, high value and long-term reliability.

Contact your authorized Sony car audio representative for more details.

sony.com/car ©2023 Sony Electronics, Inc. All rights reserved. Reproduction in whole or in part without written permission is prohibited. Sony and the Sony logos are trademarks of Sony Corporation. Features and speciﬁcations are subject to change without notice.

 On The Show Floor

SOUNDIGITAL PRESENTS AMPLIFIER LINE USING GAN TECHNOLOGY

At KnowledgeFest Dallas, SounDigital presented training on GAN technology, which is now being used in a new line of amplifiers. The new line is being released this year. According to SounDigital, the company has reimagined the idea of Class D. “We’ve taken everyone’s favorite, efficient class-D amplifier and eliminated MOSFETs which switch power and replaced it with a GAN transistor, which makes it better able to control the switching of the amplifier. This almost eliminates distortion.” Jacob Brown of HKI explained that while every amp has some level of distortion, SounDigital has endeavored to make it far more controlled. Additionally, the added benefit of the GAN transistor is increased signal noise ratio. “The amplifier is a much warmer, open, airy SQ-type amplifier than anything SounDigital has ever built,” Brown

38 Mobile Electronics October 2023

said. “We built a GAN amp in 2016, but it wasn’t full-tilt, and this is. GAN technology isn’t new. It’s been around in high-end high amplifiers and anything radio-frequency related—anything that requires switching and control.” The new amplifiers will be available in five- and eightchannel. The five-channel is high-power, rated 125 by 4 at 4-ohm and 1,000 by 1 at two-ohm. The eight-channel is 165 watt by 8 at 4-ohm, and 250 watt by 8 at 2-ohm and bridgeable. This allows for a higher-end SQ front speaker array, if desired. “It’s tons of power you’ll never need,” Brown said, adding, “This amp will do it at incredibly low distortion and high signal-noise ratio.” The amplifiers are now available for pre-order. The 5-channel 1500.5 GAN will be shipping between OctoberDecember, and the 8-channel 2000.8 GAN will hopefully be available by the end of the year.

JBL RALLYBAR XL WATER RESISTANT BLUETOOTH SOUNDBAR JBL RALLYBAR XL is a IP66 rated water resistant Bluetooth® Soundbar with 300Wrms amplifier, extraordinary sound experience and unique dynamic LED lights to UTVs, golf carts, boats and other vehicles built for recreation. Each RALLYBAR XL can be used by itself or connected to

multiple RALLYBAR XL or RALLYBAR XL family products (RALLYBAR, RALLYBAR S and RALLYBAR XL) by using its built-in broadcast mode. The innovative mounting kits design (patent pending) offers multiple position combinations on top and back to accommodate a variety of installation requirements. Bluetooth®, USB disk and Aux-in audio players are supported. HI-Resolution Audio for AUX-IN input audio source is available.

facebook.com/MobileElectronics 39

Rookie of the YEAR

40 Mobile Electronics October 2023

THE STARTING LINE

With a lifelong interest in cars, Rookie of the Year Jeremy “Taco” Patterson has shifted gears from drag racing to automotive sound.

WORDS BY ROSA SOPHIA

nlike many in the industry, Rookie of the Year Jeremy “Taco” Patterson wasn’t exposed to car audio for most of his life. However, he loved cars and grew up on the drag strip, starting out with a junior dragster when he was just 11 years old. As a teenager, he began competing in the car he drove to school every day. “My parents funded my racing,” he said, adding that his step-father was a truck driver. “The trucking company provided me with a good life as a child and we had some really nice race cars. Until my mid-twenties, that was my life. I got older, got married, had a son and stepped away from racing.” Drag racing, though, continues to be his favorite sport. Over the years, Patterson held a number of different jobs, including delivery driving, flooring installation, writing and photography. When it became clear he had no upward mobility as a delivery driver, he said he posted on Facebook that he was interested in switching careers. “A couple of people who’d worked for Speaker Box mentioned the owner, Grant, was looking for someone. I came in and talked to him, then interviewed with Alex Stowe [2022 Top 5 Sales Pro] and a couple of weeks later, I was hired.”

facebook.com/MobileElectronics 41

Rookie of the YEAR

FINDING BALANCE

Patterson works as a sales pro and product specialist at Speaker Box Auto Sound and Accessories in Huntsville, Ala., where he’s been for a little over two years. He also helps manage the shop’s social media. He enjoys the work, he said, and loves the endless possibilities. “I enjoy a challenge, so I’ve never been afraid to jump into a whole new field and absorb everything I can.” Recently, the team completed a full Focal build on a 2019 Tesla. Patterson said this was his first experience hearing a system with high-end equipment and a DSP with tuning that made him feel like “I was at a concert as the only spectator. It was mind-blowing. Now, that’s my reference for everything going forward.” From this build, he said, he learned there are no limits. “I realized that as long as the customer is okay with the cost, there’s always room to go bigger and better.”

42 Mobile Electronics October 2023

THE STARTING LINE

st u j e r ’ y e h t “Whethefror a coaxial gger, looking upgrade, or a biust speakerproject, I spend jon custom time and attentilem as much about the prob learningying to solve andwith we’re trsure we come up it’s making solution, even if the bestt basic sale.” the mos

While Speaker Box completes some high-end projects, he added, the shop’s main sales are radio and speaker upgrades. Patterson feels the industry has been very welcoming. “Everyone is forthcoming and helpful, sharing bad experiences they’ve had which are great to learn from, and it’s been a lot of fun to dive into it and learn all I can about it. If you can dream it and you’ve got the right team, you can make it come to life. It’s so cool to be part of some of the projects we’ve done here.” While handling a sale, Patterson explained his goal is to offer the same

level of attention and service regardless of the amount of money being spent. “Whether they’re just looking for a coaxial speaker upgrade, or a bigger, custom project, I spend just as much time and attention learning about the problem we’re trying to solve and making sure we come up with the best solution, even if it’s the most basic sale.” Looking back on the beginnings of his 12-volt career, Patterson said the biggest mistakes he’s made involved mis-qualifying a customer. “I’ve had customers who I didn’t realize had premium factory audio, so I had the wrong integration parts and

we had to reschedule the job and get the correct parts,” he said. Initially, learning to make difficult phone calls, he said, was a big adjustment. “Delivering bad news is uncomfortable. Alex [Stowe] helped me learn to make those calls. She taught me how to let them know.” In another instance, he said he mis-qualified what the client’s goals were for the system. “I took them at their word when they said, ‘I just want a little bass,’ so that’s what I delivered—a small, low-powered subwoofer installation. When he tested it, he was very disappointed. I learned that it’s always better to get them a little bit more than they think they need.” The customer may not fully understand what they want. “It helps a lot to use the demo boards we have in the showroom to explain the levels that are available to them, and help them understand that they think they only want a little bit, but most of the time they really want more than they think they do. So far,” Patterson said, “I haven’t had that happen again. The experience taught me to adjust my strategy in how I handle a sale.” Although the industry can be consuming, Patterson said he’s learned to draw a line in order to balance his work and

facebook.com/MobileElectronics 43

k r o w a r t x e e h t “Do ront so you on the f ke more a m t ’ n f o l d e s r u o y r o f k wor ack.” b e h t n o

“PUT YOURSELF OUT THERE”

personal life. “When I get home, I try to detach,” he said. “Three or four months ago I decided to make myself take a lunch break. For the first two years I was here, I didn’t do that because I felt like we were too busy. This was my own decision. I was encouraged take lunch, I just decided not to. Now, that one hour of catching my breath and detaching has helped my day tremendously. I feel energized knowing I have a break coming, and when I get back, I feel fresher and I can finish the day strong.”

44 Mobile Electronics October 2023

When he pursued the award, Patterson said it was because Rob Kowatch advised him to. “We became quick friends. He told me, ‘You have another year to be a candidate for Rookie, and you should go for it,’ so I did.” Making the videos, he added, took him outside his comfort zone, but it was a lot of fun and a learning experience. “You have to put yourself out there.” The process taught him to be thorough in everything. “Do the extra work on the front so you don’t make more work for yourself on the back,” he said. “That applies to a lot of things in our industry.”

When he was called up on stage at the Industry Awards at KnowledgeFest Las Vegas in February 2023, Patterson said he felt like he “froze up” on stage. “It was exhilarating. I was so proud to bring that award back to Speaker Box.” He noted that he keeps the trophy where customers can see it. “It makes for a great conversation, and I get to tell them about being the world’s oldest rookie,” he joked. The award, he said, helps to build trust between the shop and the client, fostering a positive relationship. For Patterson, it also inspires confidence in himself. “It says I know my product, and my installers are capable

THE STARTING LINE

Origin Story

of doing what’s asked—but I also know where to draw the line so I don’t make the mistake of promising the world and making them deliver,” he explained. The award has also given him the opportunity to reach out beyond Speaker Box. “That’s where a lot of my inspiration comes from—watching the careers of guys like Dan Bowman at Titan Motoring, Marty Adamscheck, and Chris McNulty. It helps

a lot that everyone is always so willing to help and share their knowledge.” While Patterson is strictly sales for the time being, he said he’d like to learn about basic installation and get MECP certified. After seeing a need for a demo vehicle at Speaker Box, he decided to turn his own car—a 2013 Audi A4—into a demo car the shop can use to give customers a more immersive experience.

During his drag racing days, Patterson’s car was a little different than the others: “The racers all had their first and last names on their cars. Mine just said ‘Taco,’” he said. “The announcer would say, ‘And in the left lane, we have Taco!’” When asked where the nickname came from, Patterson recalled being four years old and traveling across the country with his step-father. “He was an over-the-road trucker and went from the west coast to either Nashville or Birmingham over and over. One trip, we stopped a taco stand somewhere in Oklahoma and he got me my first plate of small, authentic tacos,” he said, adding, “He loves to tell this story: He put a little bit of hot sauce on one and I scarfed it down without taking a breath. I finished chewing and said, ‘That was a little spicy, but it sure was good.’” After that, he said, he was given two more, each with more and more hot sauce. Finally, dripping sweat with tears in his eyes, he asked for more. “At that moment, he said, Taco became my nickname.” For 38 years, Patterson has been known as Taco. Until he joined Facebook and had to use his real name, most people had no idea what it really was. “I was just Taco,” he said, adding, “It’s worked in my favor. People tell me it’s easier to remember.”

facebook.com/MobileElectronics 45

Rookie of the YEAR

“It’ll be a full DSP system with Hertz and Audison, and custom fab in the trunk. I learned quickly when I first started that I wanted to upgrade my car, and it made sense to use that to show the customer what we’re capable of.” Additionally, he said, Isaac Wood plans to use the Audi as the highlighted project in his video as he works toward Top Installer awards. The ever-evolving technology, he said, continues to present welcome challenges. Whenever there’s a training opportunity, Alex Stowe—now the store manager at Speaker Box—alerts the team. The store

46 Mobile Electronics October 2023

THE STARTING LINE

closes and the whole staff attends KnowledgeFest. Isaac Wood, lead installer, recently attended the Master Tech Expo, and two of the shop’s techs went to a week-long Firstech training. “We also have Zoom meetings here at the store,” Patterson said. “We’ll set up a camera and a TV and do training seminars with guys like Ken Ward to learn Audison software, for example.” In a few years, Patterson hopes to be in the running for Sales Pro of the Year. “There are some very talented people who have a lot more experience than I do, but that’s where I’d like to be,” he said. As

he moves forward, he hopes to get better at being more detail-oriented and more thorough—“with customer interactions, preparing for the following week and staying on top of new product training.” For those who are new to the industry, he advised taking advantage of all the available educational tools. “Alex taught me that,” he said. “Make connections. Find people who are experts and learn everything they’re willing to share.” Finally, he said, participate in the awards process: “Get comfortable in front of the camera and put yourself out there. If you don’t start, you’ll never get where you want to be.”

facebook.com/MobileElectronics 47

C O M I N G S O O N

SOUNDIGITALUSA

YOUR MUSIC. YOUR POWER.

W W W . S O U N D I G I TA L U S A . C O M

 strategy & tactics

SEIZE THE OPPORTUNITY How can a technician transition into a CEO? David Wall of Freeman’s Car Stereo shares strategies for growing into the role. WORDS BY ROSA SOPHIA

David Wall—CEO of Freeman’s Car Stereo, a seven-store regional chain—has been in the industry for about 29 years. It all began when he was a client at a shop in Shelby, North Carolina and the business owner asked if he’d be interested in helping out at Christmas. The store, he said, was a two-man operation. After a few weeks, the installer left and Wall was offered the job. “I had two weeks of experience and I became the only installer in the shop. It was sink or swim. I didn’t think twice about it. My dream was car

50 Mobile Electronics October 2023

audio,” he said. “One day, the owner of that store came and handed me an alarm system for a Jeep. I said I’d never done anything like it before. He handed me a box and said, ‘Here’re the instructions,’ and walked away.” While still working at the first shop, he said, a couple of his buddies—both named Jason—used to hang out there sometimes. Neither of them worked there. “One of them heard a local distributor was offering MECP certification and suggested we go. We signed up and

the three of us got certified. One of them said, ‘Freeman’s is hiring. Let’s apply.’ That was June of 1996. I was hired in installation. One Jason went back to school and I got him a job in our repair center two years later, and he’s still the manager of the repair center since 1998. The other Jason started working there, left and came back, but now he’s assistant manager of one of our stores.” Years later, Wall looked back on his early experience and marveled at how it seemed to repeat itself: “In December of 2016, I was given the opportunity to take on my current role as CEO. I felt like I had when that guy handed me the alarm box and said, ‘Here, install this.’ I’d never done anything like this before, either,” he said, adding, “My predecessor left me a note that said, ‘Good luck, bro.’

Seize the Opportunity

“If you want your business to grow, you can’t do it alone.” It was like the same thing. And it was a great opportunity.” At KnowledgeFest Dallas, Wall shared his experience on “Transitioning From Technician to CEO,” covering strategies business owners and managers can use to shift their thinking. Here are a few highlights.

KNOW YOUR ROLE AND LEARN TO DELEGATE

Wall said he learned a lot as a technician and started training other installers. However, he added, “In those days, my mentality was short-sighted. I was too focused on myself. I wasn’t building relationships with coworkers or customers. I was just thinking about how much money I could make. That was immature, but a lot of us start out that way.”

His presentation covered several key points, including: the business owner assessing their role; defining the business; building a strong team; and learning to think like a CEO. “What is your role and what should your role be?” he said. “Whether it’s installation, sales or management. What are you best at? What do you enjoy the most?” He also advised business owners to consider the strength of their processes and procedures. “We all want creative freedom, a flexible schedule and more time off. Are you still in the install bay on a regular basis? How much time do you spend working on your business versus in your business? Do you have clear goals that you’re working toward? If you want your business to grow, you can’t do it alone.”

Learn to delegate, Wall said. “If you feel like your role is best as a technician and that’s your strength, and you can be most productive doing that, at least hire someone to handle the business side because you can only go so far while managing both things.” When it comes to thinking like a visionary, he asked, “How many of you knew you’d be a psychologist when you started your business? Find out what motivates people—what they want in order to feel fulfilled in their careers. There’s a lot we do when running a business. The one thing I suggest we don’t do is elevate ourselves above our people. They have to see we’re shoulder to shoulder with them regardless of the role, and that creates stakeholders in your business.” Creating opportunities for growth within the company will help to increase employee retention: “If people know they might have room for advancement, this will help you attract and keep them,” he said. “Zig Ziglar said the best way to get where you want to be is to help people get where they want to be. You can’t be contrived: You have to really care about your people and make sure they know it.”

DEFINE THE BUSINESS AND THE MISSION

The business’s mission statement— core values or purpose—sets the target for the future, according to Wall. The team, he said, needs to fully understand the focus and the goals. “Establish your core focus and don’t let anyone distract you from this. Once you find your broad target, set specific goals, track your progress and create a report on the results. This is the fine-tuning stage.” A good example, he explained, is Google reviews. “We decided we wanted Freeman’s seven locations to have a 4.5 or higher Google rating. We made a clear target or goal, then tracked our progress. Now, our lowest is 4.6 and most are 4.7. The goal,” he added, “is to have everyone pointed in the same direction.” Intertwined with this is the importance of building a strong team. Wall recommended learning to be creative with recruiting. “The best way to recruit

facebook.com/MobileElectronics 51

Seize the Opportunity

 strategy & tactics people is to create a purposeful culture,” he said. “This attracts the right people and repels the wrong people.” Although Wall said some shops don’t have as much luck with online job listings, Freeman’s has had a fair amount of success. “A mentor once told me that recruiting is something we do all the time, not just when we need someone,” he said. To that end, Freeman’s keeps listings posted on Indeed. “It works like Google SEO. Over time, it will lose some weight, so you have to redo them to keep them fresh. If you do it right, it can work well. We’ve had good luck finding employees who worked at a car wash or an automotive shop.” He also said that businesses should think of their social media audience as potential employees, not just customers. “Posting pictures of your employees having fun accomplishes that,” he explained. “Wearing your brand not only builds that brand, but it gives your employees pride in it, too.” Freeman’s, he said, has also aimed to build a nurturing and supportive work environment. “We stopped working Sundays. We started focusing on company outings. We have a family day and a Christmas party, and we take employees on trips and attend trainings.” While some businesses might fear bringing staff to industry events because someone else might meet them and try to hire them away, Wall said this shouldn’t be a concern. “If you create the right culture, you don’t have to worry about your employees leaving. If they’re going to connect with another place, they will anyway.” Wall encouraged listeners to get involved in the Industry Awards, noting that while an award will give customers confidence in the shop, it will also create pride in the employees.

BE PURPOSEFUL AND NEVER STOP LEARNING

When it comes to choosing which lines to carry in a retail store, Wall said he learned something important from another mentor earlier in his career: “Don’t buy it just because you like the guy selling it,” he said. “It has to make

52 Mobile Electronics October 2023

sense for your business. Does it align with your mission statement? Does it make sense? At the end of the day, if you like each other and he’s good at his job, he’ll understand if you have to say no.” Wall also recommended trying to work directly with just a few manufacturers— supporting them rather than trying to buy everything. A business should be balanced in its efforts to have “purpose beyond profit” as well as a “pragmatic pursuit of profit,” which Wall quoted from a book called Built to Last: Successful Habits of Visionary Companies by Jim Collins and Jerry I. Porras. Sometimes, he said, we begin to think we have to make a choice between doing good things or being profitable. Instead, find balance, along with some things that might sound like paradoxes: Control and operational autonomy; a tight culture with an ability to adapt and

be flexible; and “an organization aligned with a core ideology and adapted to its environment.” This, Wall said, is how a business grows. “It’s how you pay the best people and buy the best equipment. If you’re not making money, you can’t do good things for the world. Offer encouragement. The leader’s job is to set the tone and keep the morale high. Be purposeful in everything you do and never stop learning.” Wall mentioned a Spanish cellist named Pablo Casals, who he said was asked why he still practiced six hours a day at age 90. His answer: “Because I think I’m making progress.” No matter where you are, Wall added, there’s always room for growth. In planning for the future, he said, “What mountain do we climb next? Once you accomplish a goal, you have to make another or you’ll become complacent. You have to have forward momentum.”

COME SEE THEM IN ACTION AT THE SHOW. AND ASK ABOUT OUR MEA SHOW SPECIALS.

CALL: 720-583-3835 // EMAIL: mototv@mototvnetwork.com

 installs

ELEVATED OLD SCHOOL As winner of Sony’s Mobile ES Demo Car Contest, this 1991 Toyota Hilux took center stage in the booth at KnowledgeFest Indianapolis. SUBMITTED BY MICHAEL HUMPHREY, XTREME AUTO SOUND AND MARINE, LOUISVILLE, KENTUCKY

54 Mobile Electronics October 2023

facebook.com/MobileElectronics 55

 installs Before winning Sony’s Mobile ES Demo Car Contest, this 1991 Toyota Hilux pickup was a blank canvas. According to Michael Humphrey—who works in sales and installation, and manages social media for Xtreme Auto Sound and Marine—the truck’s owner, Matthew Crouch, “went through some old school builds that didn’t pan out.” Then, he said, “Sony came along with the contest and we converted it to a demo truck.” The team collaborated on the workload, installing eight 10s in the back and the center console; building the door panels and lighting; and completing all the wiring. “Matthew also relocated all the HVAC controls and lowered them to get the 10-inch Sony radio in the dash,” Humphrey said.

56 Mobile Electronics October 2023

The build also features XS Power batteries, and four XM-1ES amplifiers in the center console. “It has two bass knobs, and it’s wired so one of those bass knobs controls three of the amps to run six subs,” he added. “The other bass knob runs one amp to run two subs. This gives people a feel of what it’ll sound like in their car.” Finally, the truck has two sets of XM-6ES components, and the team added a three-way component set to it right before transporting the vehicle to KnowledgeFest Indianapolis, where it was displayed in the Sony booth. The team in attendance gathered for a photo, including shop owner Anthony Zagata, standing in the center.

facebook.com/MobileElectronics 57

FROM THE PRESIDENT

“

Teaching your team to work through their mistakes, praising their accomplishments and rewarding achievements will make them more successful.”

PERFECTING YOUR LEADERSHIP

Take the steps to become an effective leader for your business. It’s a simple word with very complex traits. It’s an action word that requires you to be much more than just the boss or owner of your business. To become a successful leader, you must first learn to serve in a capacity that allows others to learn and flourish under your care. Serving as a leader does not mean doing the job for them or even with them. It means helping them achieve greatness by serving their desire to be successful in all they do. Let’s identify some techniques that will improve your leadership ability.

MAKE THE TEACHING TIME INVESTMENT Serving your team does not mean doing everything for them. It means taking the time to help them become successful in all they do. Let’s look at an example of this type of leadership. You have a team member who is struggling to prove themselves in an area that would be helpful to both you and your business if they were able to master it. You could just have someone else do it. You could do it for them and have them watch and learn. Or you could provide the training and tools to help make them successful. If you’re doing this yourself, then work with them to grow their confidence in their area of weakness. By doing this you will create a better team member who should, in turn, become more productive.

COACH TO CREATE THE DESIRED OUTCOME We touched on how to serve by working on tasks with your team members. Your goal should be to help them grow, providing a better experience for both you and your customer. It may seem redundant to have two people doing the same task. The premise behind this team effort is to work together and coach the activity. Think of this as helping them achieve their best in an area in which they may be struggling, or at the very least, are less proficient than they could be. What you need to achieve is a working relationship that fosters their best performance. An example might be teaching a process or procedure that requires precision. Your mission would be to walk them through by providing guidance that bolsters their confidence.

58 Mobile Electronics October 2023

TEACHING THEM TO LEAD The intended consequence of your leadership would be to have others follow your example by doing the same. Think of it as creating mentors by mentoring. You may be thinking that not everyone is cut out to lead. Some will never be more than followers. I would have to argue that point. If given the right direction and coaching, you can help develop skills that will allow each person to lead in some area of the business. Leading does not necessarily mean that this person is running your business. It simply means you have worked to develop someone’s skills so they can take ownership of a specific area or task. This is their agreed upon area of responsibility. Something they can call their own, knowing that failure and success are theirs to experience.

NEXT LEVEL LEADERSHIP If you want to take this to the next level, your next step should be to create a formalized approach for mentoring. Do this by creating an environment in which failure is seen as positive by using them as opportunities for growth. Yes, I refer to multiple failures. Expect people to fail. This does not mean they are failures, themselves. It means you should expect mistakes. How you respond will make the difference and help control the outcome in the future. Think about your own mistakes and use each of theirs as teachable moments. Review what went wrong and ask them for suggestions on what they could do better next time. Also, ask for a solution for correcting the mistake. Don’t just tell them how to fix it. If you do, they will expect the same. Teach them how to fix it on their own, using their solution. If their solution is one you know will not correct the situation, then help them think through what will fix it. Teaching your team to work through their mistakes, praising their accomplishments and rewarding achievements will make them more successful. It will also have a very positive effect on your business and your customer experience. The greatest leaders are those who serve others while supporting their goals and aspirations. I challenge you to take the next step and lead.