Mobile Electronics Magazine - August|September 2024
August/September 2024 me-mag.com
FEATURES
12// Real World Retail: High Caliber
As Audio Edge continues to grow in the highend audio sector, owner Colin Buckeye finetunes shop processes and aims to hire a tech in the coming year.
28// Model Mentor: Breaking Down the Barrier
Through the challenges he’s faced, Philip Lindsley has continued to expand Titan Motoring. He encourages industry colleagues to attend events, support one another and avoid the “clique” mindset.
34// On the Show Floor: The Next Best
Dash cameras, air horns and sound upgrades continue the coverage from KnowledgeFest Atlantic City.
40// Strategy and Tactics: Understanding Inventory Management
At KnowledgeFest Nashville, Dave Wall and John Schwartz led a conversation on managing inventory to maximize profit.
46// Vendor Spotlight: The Rebrand of BOSS Audio
Recognizing the need to pivot to stay relevant, BOSS Audio is rebranding itself to meet the needs and expectations of its clients and partners.
ARTICLES
Audio Edge in Scottsdale, Ariz. continues to attract high-end vehicles and projects. Owner Colin Buckeye and his mother Lori—pictured on the cover—make up the two-person team behind this fast-growing shop.
EDITOR’SFORUMROSASOPHIA• MANAGING EDITOR
RENEWING AND REINVENTING
Join the industry next month in Dallas for some training sessions, exciting new endeavors—and, of course, Texas heat.
On September 20, we’ll reconvene for KnowledgeFest Dallas. Along with education sessions and manufacturer trainings, we’ll see the debut of Truck Tech Expo and the first ever Mobile Electronics Hall of Fame Ceremony, honoring industry veterans. For more on this event, and for a list of inductees, please read Chris Cook’s From the President column in the July 2024 issue of Mobile Electronics magazine. Truck Tech Expo will demonstrate to retailers what’s possible if they choose to diversify. Diversification and adding additional services and categories to meet the needs of clients has long been a positive way for businesses to work toward ensuring longevity. Is your business reinventing itself, and if so, how are you working toward evolution?
CONTINUAL RENEWAL AND REINVENTION AS A KEY TO LONGEVITY
Change and transformation is necessary for growth. Almost anyone in this industry will tell you it requires stepping outside one’s comfort zone and trying new things. In this issue, we’ll hear from BOSS Audio in our Vendor Spotlight. BOSS is one such company that’s been reinventing itself in recent years and re-committing to building strong relationships within the 12-volt industry. When considering expanding into new service offerings or categories, a business owner or manager might say, “I don’t have the skill for that.” But if there’s something new you’d like to learn, anything is possible. Commit to continued education and attending regular trainings. Also, think about who you might know who already has those skillsets. Might they offer you advice? Point you in the right direction? Or, might they even suggest someone who might be a good fit for your team—someone who has those skills and can help move the
business to the next level? Regardless of how insurmountable things might seem, there’s always a way.
TAKE NOTES AND START PLANNING TO MOVE YOURSELF TO THE NEXT LEVEL
In most of my interviews with retailers, technicians and other 12-volt professionals, I find myself asking, “Where do you see yourself or your business five years from now?” There’s often a heavy pause. The person on the other end of the phone might say, “Uhhh—” Sometimes they know. Often, they aren’t sure. (Heck, neither am I.) It’s a hard question to ask, and it’s okay if you don’t know the answer. Simply asking yourself this question allows you to consider innumerable possibilities.
Whatever your goal, now’s the time to begin: As we approach the end of the summer, think about the coming year. How will you reinvent yourself and your business? “ ”
What actions might lead you to the desired outcome? Years ago, I read something in Runner’s World magazine that stuck with me: Many people start running and give up after a short time. Often, it’s because they’ve started off determined to run three miles in one go. When they can’t keep up the pace, creating a regular running practice becomes too overwhelming.
Start small. Go for a long walk, then jog a little bit. Walk again, then jog again. Make it a part of your daily practice, without pushing yourself into a fast pace or a long distance too quickly. Everything else in life is basically the same: It’s not easy to start a new practice or try something new. But if you start small and break down a large goal into a number of smaller goals, the end result becomes much more attainable. Whatever your goal, now’s the time to begin: As we approach the end of the summer, think about the coming year. How will you reinvent yourself and your business?
THE SOURCE OF INSPIRATION
Who’s got your back? Industry professionals recognize those who’ve most inspired them throughout their careers.
“My boss, Kimberly Trainer, has been a huge influence. She’s always willing to go above and beyond to make sure I have everything I need to do professional work and attend trainings. She’s also my mother, and she’s been a huge influence on me growing into the person I am today. Bryan Schmitt has also been a big influence when it comes to my fabrication skills, along with other industry friends like Carlos Parra, Adam Devine, Milton Benevides, Joe Giallombardo and many more.”
“When I started fabricating, we didn’t have social media or websites focused on this industry. My initial influences were the guys in magazines—David ‘Fishman’ Rivera, Chris Yato, Gary Biggs and Mark Fukuda are some that stand out. Recently, I’ve been inspired by the detail and craftsmanship of
Gary Bell, Justin Marks, Tom Miller, Matt Schaeffer and Dave Koz. They’re true craftsmen and they showcase what’s possible with proper planning and execution. I’ve learned to take more time in the planning stages of projects because of what I’ve learned from them. I didn’t have the luxury of a mentor when I first started developing my skills, so I had to piece together each technique I observed from them on my own. I pushed myself and found my own way and style in the process..”
- Ben Freeman, Traffic Jams Motorsports, Buford, Ga.
“My greatest influences would be every single person who participates in the Retail Leaders and Sales Pro calls. Not only is it a wealth of knowledge and experience, but they’re also willing to take those few hours every Monday evening to share information and learn from others at the same time.”
- Mike Hungerford, KarTele Mobile Electronics, Waterbury, Conn.
NEXT-GEN TECH
Experience incredible music detail with Hi-Res Audio Playback on the Next-Gen Alpine Halo Displays
The Mobile Electronics Association shares survey results from retailers across the nation regarding KnowledgeFest Events for 2024.
As an attendee based on your overall experience, how likely are you to recommend attending KnowledgeFest to someone in our industry? 2024
Since 2022, how many KnowledgeFest events have you attended?
I have attended two (2) to five (5) events
Would recommend it.
Did
How helpful was the content presented at KnowledgeFest?
What was the single most valuable thing you learned at KnowledgeFest?
“To continue going to future KnowledgeFest events. I learned so many new things that I need to always attend these training’s to continue learning.”
“Networking in our industry is a must and KFest is the perfect opportunity to maximize your network.”
“How to integrate modern sound systems with factory EQ / DSP.”
“Take time to meet people, building relationships make a difference.”
“Sales and management classes were perfect for us.”
“The most valuable thing I learned was how to create effective business plans.”
“There wasn’t just one. All the classes were great. There were a few that might have been the right fit in my opinion.”
“Hard to pinpoint. Each class I attended I learned something, all equally
“I learned a lot about online marketing and social media marketing. Mostly that I am doing it all wrong and am going to start implementing what I learned there.”
WHERE TO GO NEXT
RADwood
SEPTEMBER 14 - DETROIT, MICHIGAN
WWW.SHOWCLIX.COM/TICKETS/TOTALLY-RAD-LIVE-DETROIT
A celebration of 80s and 90s, both in cars and culture, RADwood has gained popularity in recent years among car enthusiasts. It fuses fashion, music and period pop culture with automotive awesomeness, as described on its website. The show is for cars, trucks and bikes from 1980 through 1999, capturing the essence of this era. Hagerty took stewardship of RADwood back in 2022 to build on the company’s purpose to save driving and car culture while expanding and supporting inspiring experiences for automotive enthusiasts. This is the second annual Detroit event featuring more cars, live entertainment, a VIP Chill Zone, automotive celebrity appearances and more.
WHAT TO WATCH
History Channel’s Lost Car Rescue
WATCH ON: HULU, DISNEY+, APPLE TV, STACK TV
This show has been out since 2022, but you might’ve overlooked it. The documentary follows an ambitious team scouring Canada’s Northern wilderness to recover rare vehicles. It’s a race against time to preserve automotive history. The series is led by Matt Sager, a resident of Mill Bay, BC. Sager travels by air and land in search of cars to restore with his team, which includes pilot Jessica James, mechanic Steve Sager, auto body repairman Dave Mischuk and crane operator Lee Brandt. There are two seasons to watch, each with six episodes that run about 40 minutes per show. The final show of Season One focuses on hunting down muscle cars and racing legends, while episode two of Season Two seeks the car owned by mobster Al Capone during his alleged Canadian hideaways.
WHAT TO READ
Doom Guy: Life in First Person
BY JOHN ROMERO
Gamers, get ready. Notable as gaming’s original rock star, John Romero is the co-creator of DOOM, Quake, and Wolfenstein 3-D—some of the biggest video games of all time. Considered the godfather of the first-person shooter, a genre that still dominates the market today, Romero has a unique place in gaming history. In this book, he chronicles his difficult childhood and unique career path. In the early days, he submitted Apple II game code to computer magazines and snuck computers out the back door of his day job to write code at night. Romero recounts every step of his journey from collaborative, heavy metal-fueled days spent crafting the industry’s most revolutionary and cutting-edge games to a high-profile falling-out with id cofounder John Carmack. Now, Romero shares his story from the development of his games and his business partnerships, to all the highs and lows, to insights about design, code, the industry, and his career right up to today. Romero has designed and published more than 130 games since his first sale as a teenage programming prodigy at the age of 16.
WHAT TO LISTEN TO
The Curious History of Your Home
AVAILABLE ON: APPLE PODCASTS, SPOTIFY, GOOGLE PODCASTS, OVERCAST, POCKET CASTS, PODCAST ADDICT, AND MORE.
Ever wonder how a gadget or device came to be? Join domestic historian Ruth Goodman as she guides you through the surprising, often epic stories behind everyday objects in your home. Double-glazed windows? That’s thanks to a French king’s odd fascination with oranges. The minty fresh toothpaste by your sink? Well, if you lived in Ancient Greece, you’d be washing your teeth with ground-up bones and oyster shells. Every Tuesday, discover the extraordinary history of ordinary items all around you. Episodes run from 40 to 50 minutes and recent shows discussed the genesis of beds, ovens, gardening, forks, the fridge and beer.
HIGH CALIBER
HIGH CALIBER
As Audio Edge continues to grow in high-end audio, owner Colin Buckeye fine-tunes shop processes and aims to hire a tech in the coming year.
WORDS BY ROSA SOPHIA
In 2021, Colin Buckeye opened Audio Edge in Scottsdale, Ariz. with the intention of offering clients a higher quality of install. After working at other shops, he said, quality standards weren’t high enough.
The issue? He felt business owners or managers had become too focused on the bottom line—getting work out the door— rather than spending the right amount of time creating a quality outcome. Additionally, Buckeye felt a lack of training contributed to these problems.
He recalled bad practices he’d witnessed in the past, citing one example: “It takes no time at all to throw some drywall screws through the back wall of a truck and mount amps that way, instead of spending time making a gorgeous amp rack.”
Because of low-quality wiring and other issues, Audio Edge handles a lot of re-dos. Often, he said, the wiring has to completely come out, and everything starts over from scratch. While he feels his area has many great, capable technicians, Buckeye added, “You can have a great tech, but if you only give them a quarter of the amount of time necessary to do the job, you won’t have a quality outcome.”
Retailer of the Year
“
A NEW LOCATION AND STRONGER FOCUS LEADS TO GROWTH
Audio Edge is currently a two-person team: Buckeye’s mother, Lori, handles the books, answers phones, greets customers and qualifies them before handing the sales process over to her son. Lori also fills out check-in sheets with vehicle information. The business doesn’t have procedures or processes written down yet, Buckeye said, explaining that he’s probably overwhelmed.
“I handle sales, installs, CAD design and running the machines.” At one time, the shop had a second technician. Buckeye is hoping to hire someone again, and he sees it becoming a major focus in the near future.
“I would like to have someone to handle jobs like radio installs, and any busy work on a project, so I can focus on building,” he said, adding that he’d ideally like to hire an apprentice, someone with little to
Being able to do the high-end installs gives people the confidence that we can do something simple like a radio.
”
no knowledge who could be molded into the technician the shop needs.
“I think that’ll be my number one initiative for this year. If business slows down and I can’t sustain the second salary, that could pose issues—or if I just can’t find anyone.” He added that he’s considering scouting local technical schools.
The business has continued to grow, and one of the contributing factors,
Buckeye said, was a recent move from Phoenix to Scottsdale, which is a more affluent area. “That in itself will draw more high-end clients,” he added. While the new location is only 200 square feet larger than the old one, he said it’s laid out better, and he now has space for a dedicated fabrication room.
Finally, the shop’s demo vehicle, a 2021 Tesla Model 3, has been attracting new clientele. [Check out the car and learn about the build in Mobile Electronics magazine’s June 2024 Installs section.] “I try to take it to car shows, but just having it parked out front gets people to come in,” he said. “I’ve had two people this week come into the store just because they saw the car.”
Electric vehicles require a high level of expertise, and some shops aren’t able to work on them, or don’t want to: Buckeye is able to demonstrate this knowledge to clients simply by showing the car, he added. “The first person who stopped by
FAST FACTS
MAIN LOCATION: Scottsdale, Ariz.
NUMBER OF LOCATIONS: 1
SQUARE FOOTAGE: 3,200
TYPE: Boutique
NUMBER OF EMPLOYEES: 2
MAIN FOCUS
95% Car Audio and Fabrication
5% Vehicle Safety Systems
KEY STAFF
OWNERS: Colin Buckeye
ADMINISTRATIVE: Lori Buckeye
had a Lucid that was also on air suspension, and it was also purple, so the Tesla grabbed his attention and he decided he needed to get custom work. The other client has a Rivian, and he’s getting a system, as well, because he saw I have experience with electric cars.”
When a new business first starts out, he said, clients tend to come in for radio installs and door speakers. “If you can get those customers, they’ll go with you
even though you’re not established yet. Once you get established, you get reviews and you get those bigger fabrication jobs, you can add them to your portfolio,” he explained. “You keep working your way up to higher-end clients and the types of projects you want.”
Building a reputation takes time, he said, and it’s important to ensure the shop’s portfolio is visible to potential clients. If a business is aiming for more
Retailer of the Year
high-end fabrication jobs, Buckeye feels it’s “counter-intuitive to post everything you do. We won’t turn down a radio install, but someone looking for fabrication would have to scroll through a bunch of radio installs to get what they want.”
Buckeye admits it’s possible some potential clients might not come in because they think the shop is “too highend.” However, he added, “So many people still come in just for radios that I’m not too worried about it. Being able to do the high-end installs gives people the confidence that we can do something simple like a radio.”
LEARNING TO ASK THE RIGHT QUESTIONS
When a customer walks in, they’re greeted by a boutique showroom with a few podiums displaying products, and a television on the wall which plays videos about different projects, as well as manufacturer coverage. The adjacent room serves as a design studio where Buckeye takes clients through the sales process and helps them hand-pick equipment.
Few people stop by without planning ahead first: “The fact that we got those clients just from seeing the vehicle
STRONG RELATIONSHIP WITH MSC HELPS SUPPORT BUSINESS
Colin Buckeye, owner of Audio Edge, said the shop has been working with MSC for about a year and a half. “We have a great relationship with them. I speak to Nik Edmonds frequently, and he goes above and beyond the technical side, from system design to troubleshooting and warranties,” Buckeye said, adding that Edmonds used to live two minutes away, so if he needed to swap an amp, it was easy to drop it off.
Additionally, Chris Van Ry in Canada has been a big help: Buckeye said he has a lot of knowledge about exotic vehicles, “and if I’m ever stumped and have a question, he’s always more than willing to help.”
Larry Penn also offers advice, but more on the internal side of the business.
“He also sends me crumble cookies every year on my birthday,” Buckeye added.
outside is kind of surprising because we’re not in a high-traffic area,” he said. “We’re on a side street.”
The number of vehicles the shop handles week to week can vary, according to Buckeye. At the time of the interview, he said he had a two-week project in the bay. “On average, most of my bigger jobs are a week or less. I don’t have more than four or five cars in the bay per week.”
Rather than top-down selling, Buckeye is careful to tailor each package to the individual. Part of the reason for this, he explained, is that the highest quality equipment the shop carries is a set of tweeters for about $25,000. “Top-down selling wouldn’t work. I need to gauge what the customer is looking for and what their budget is.” He said that he asks clients if there’s a particular number they’re trying to stay under for the project. “I’ll try to squeeze as much bang for the buck into that amount as I can. A lot of my clients will say there’s no budget— until I tell them about the $25,000 pair of tweeters,” he added.
Buckeye aims to educate and offer enough information that the client can decide and justify the cost. Sometimes,
he said, “I get too technical and their eyes gloss over.” He demonstrates the product and shows the client what the DSP can do. Then, he makes specific recommendations for the vehicle. “If it fits their budget, great—but from there, we might pick things off the list.”
If a client thinks they want one thing, but Buckeye knows they need something else, he explains why in the most respectful way possible. “It’s not about making sales as much as maintaining the quality and the reputation of the shop,” he said. “I would turn down ten customers in one day rather than do something that doesn’t align with my business’s standards.”
Buckeye said he’s learned to ask more questions because of a previous miscommunication. However, the client continues to be a good returning customer, and the shop has handled numerous vehicles for him. For his first project with Audio Edge, the client said he wanted his truck to be “really loud,” and so an amplified DSP was installed with plenty of power.
“It was so loud it was even uncomfortable for me,” Buckeye recalled. But the client actually wanted it even louder.
“With the next one, we switched up the plan a bit and went with Pro Audio drivers that I rarely use in other situations. Maybe I didn’t ask enough questions initially.”
APPLYING LESSONS LEARNED
Buckeye said he sees himself as a perfectionist and feels this quality helps to ensure everything is up to the highest standards. Once he gets a job into the
shop, parts for particular projects are placed on racks, carefully organized and labeled. He endeavors to make everything look good, even if it’s something the client will never see, like wiring on the back side of an amp rack.
“It takes you back to the basics as far as wiring connections being done properly, everything soldered, no T-tap connectors,” he said.
HIGH-END AUDIO LINES ARE BEST SELLERS AT AUDIO EDGE
One of Audio Edge’s best sellers include products from the Helix line, especially the V EIGHT and V TWELVE amplifiers: “They’re compact, but they aren’t micro amplifiers. You have enough channels and enough processing to handle most systems,” Buckeye explained. “It’s ultimately the processing that people like, and it makes the car sound great.”
Customers like Match amplifiers for some of the same reasons, he said, adding that the shop uses UP 8 and UP 10 DSPs for lower power situations. He also uses Blam Signature Speakers and the Multix range of products: The business sells products from these lines most frequently. “They’re handmade in France, and that’s a selling point to a lot of our customers. They’re set at a good price point and they have a good margin.”
Buckeye said he is looking forward to additional software updates for the DSP PC-Tool from Audiotec Fischer. “They update frequently and add new features that make installation and tuning faster and more precise, so you can end up with a more polished tune in less time than it took previously.”
The shop is still in its infancy stages in terms of being involved in the world of luxury boutique audio. “Doing things solo over the last year after I lost my tech— that’s been a big adjustment.”
Additionally, the shop needs to get better when it comes to billing, he said, adding that he sometimes underestimates how much time he needs for a project.
“If I assume this project will be a 16-hour job of billable labor, more often than not, I think it’s probably double that. I’ve been getting better at this recently, but I think I should take whatever figure comes to mind and multiply it by two.”
There are a couple of factors at work here, he said: Sometimes he might not
INCREASED
FOCUS ON
FACEBOOK MARKETING DRAWS IN NEW LEADS
calculate correctly. Other times, he might be worried they won’t want to pay. “Fear of the customer getting sticker-shock over the labor price is definitely there,” he admitted. “It’s more comfortable if I’m booked out a couple of months. If we do slow down a bit, I tend to bill a little lower just to ensure we have the work, and that comes back to bite me.”
Buckeye feels ensuring a steadier flow of business will help him to cope. “Things get scary when the schedule is only out a week, rather than a month,” he said, adding that the more he quotes projects, the better he gets at estimating time. Part of it involves sitting down and taking everything into a step-by-step process,
down to the finest detail, and predicting the time required for each task.
“If I only bill eight hours and I’m working in CAD for another four hours, my design time isn’t getting billed. Sometimes these things slip my mind when I’m switching from working in the bay mid-project to running out front and making a sale.”
As Buckeye works his way through these challenges, Audio Edge is poised to keep growing. While he hopes the shop will remain a small, boutique business, he wants to hire at least an extra technician or two.
“I hope to level things out,” he said, adding, “I want to bring in more luxury projects.”
Buckeye said he’s been learning more about marketing on Facebook and has already begun to generate leads via his campaigns, which have been running for about three weeks. For larger projects, he often hires a videographer, then takes the car on the road to get rolling shots.
“People like those videos. We post them on Facebook or display them on rotation on the TV in the lobby. Everything that’s posted on the business page is also posted on my personal page, where I have a much larger following.” As a result, he feels his personal Facebook page attracts more business. “I’ll make friends with some of our customers who have larger projects. They’ll see updates on my personal page and it gives them ideas for their next project,” he explained, adding that he’s also started a Tik-Tok page to showcase his work.
94 locations serving you nationwide and into Canada.
■ Family owned and operated
■ Personalized service
■ FREE online ordering
■ Toll free phone lines
■ 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
Networking and Continued Education
Helps Sustain Company Culture at KarTele Mobile Electronics
WORDS BY ROSA SOPHIA
Waterbury, Conn.-based KarTele Mobile Electronics has been under Mike Hungerford’s ownership for seven years. The company recently celebrated its 30th anniversary in business. The small team consists of Hungerford and Christina Wearne, who has worked as store manager and sales professional at the shop since 2020. Hungerford said she also assists in the bay when needed.
“The main focus over the years has been remote starters and security, which makes up about 40 percent of our revenue annually,” Hungerford said, adding that the other categories include audio upgrades, high-performance lighting and safety systems. “We’re also working to expand the amount of custom fabrication we can offer clients. Training and continued education are very important to sustaining the culture here at KarTele. Recently, we both attended Atlantic City KnowledgeFest, and as usual, the training sessions were fantastic.”
It was great, he added, to see so many people up and ready for early morning classes. “One of the trainings which stood out for me was Dean and Fernando’s class on OEM Integration. They took
a much different approach than others have in the past. It really simplified things and seemed to resonate with the entire class, even those standing in the back of the full room at eight AM.”
This particular KnowledgeFest was unique for KarTele, he added, as the shop had its Jeep Grand Cherokee—decked out with Sony Mobile ES equipment—featured in the Sony Car Audio booth. “I spent nearly the entire weekend showing other dealers how and why we did what we did. We showed off a couple of tricks, and gave a countless number of demos.”
The highlight, he said, was meeting the Sony team from Japan who’d flown in for the weekend and offering them a personal demonstration of the vehicle. “They were very receptive and even went as far as to say they hadn’t ever heard the ES 3 Ways sound as good as they do in our Jeep.”
Like any other retailer, KarTele faces its own challenges: Many can be resolved easily, Hungerford explained, but not all. “Myself and a few others get together on a weekly video call and while it’s very informal, and often way off-topic, we discuss
different situations that might’ve come up during the week and how we handled it or could have handled it better.”
While the group doesn’t always agree, he said, members range from small, independent retailers similar to KarTele, all the way up to million-dollar stores with many employees. “We’re each able to bring a different viewpoint to the conversation and learn from each other. We’re currently looking to improve our community involvement,” he explained, adding, “At KnowledgeFest, we were able to sit down and talk with other owners and managers and pick up great tips for expanding the customer experience and improving our return on investment.”
POWER @ 4 Ω : 8 X 165W RMS
POWER @ 2 Ω : 8 X 250W RMS
BRIDGE POWER @ 8 Ω : 4 X 330W RMS
BRIDGE POWER @ 4 Ω : 4 X 500W RMS
FREQUENCY RESPONSE: 6Hz ~ 40kHz
CROSSOVER LPF: 45Hz ~ 850Hz
CROSS CROSSOVER HPF: 45Hz ~ 850Hz
OPERATING VOLTAGE: 9V ~ 16V
SNR: 114.7dB
INPUT SENSITIVITY (RCA): 0.4 ~ 10V
CURRENT DRAW (MUSIC): 88.3A
CURRENT DRAW (MAX): 176.6A
TOTAL EFFICIENCY: 80.44%
DAMPING FACTOR: 95.94
POWER CABLE: 21MM² (4 AWG)
SPEAKER CABLES: 2.5MM² (13 AWG)
RE REMOTE CABLE: 1.5MM² (15 AWG)
RECOMMENDED FUSE (MUSIC): 100A
RECOMMENDED BATTERY (MIN): 100AH
IBREAKING DOWN THE BARRIER
Through the challenges he’s faced, Philip Lindsley has continued to expand Titan Motoring. He encourages industry colleagues to attend events, support one another and avoid the “clique” mindset.
WORDS BY JAMIE SORCHER
n recounting his story, Philip Lindsley shared big moments and serious lows, stating that none of it would’ve been possible without meeting a few key people along the way: the shop owner who gave him his first job, a manager who taught him about fabrication and custom work, colleagues who encouraged him to build a network of confidantes, and even his father, who offered advice when things were tough.
Today, Lindsley owns Titan Motoring, based in Nashville, Tenn., which has grown from its beginnings in a van with a Craftsman toolbox. In 2022, Titan was the recipient of the Mobile Electronics Retailer of the Year award.
Lindsley said he was fortunate enough to have his first boss serve as a mentor, giving him his breakthrough job in the car audio industry. Back in high school, he enjoyed reading car audio magazines, and frequented a shop called Custom Car Audio and Security. He repeatedly stopped in, telling the owner, Mike McClanahan, that he had to hire him.
“Finally, he folded. He handed me a broom and told me to start sweeping the floor. That’s basically how I got into this. Within eight months, I was installing radios and doing basic installs.” Even though it was just a foot in the door, he credited his boss with giving him a chance.
“He was a mentor to me. He showed me all the ropes with remote starts and alarms—both were a big part of his business.” Lindsley started working there at 14 and stayed until he was 19. “At the height, he might’ve had six of us working for him. He got a contract putting in car alarms, so when I was 18 and starting my first year of college, I was going off-site to the dealership to install car alarms from two pm until 10 pm.” He might’ve installed around 14 alarms in a day, he said, adding, “I learned a lot from being at the dealership—everything from customer service to how to hustle and get stuff done.”
Seek Out Those Willing to Teach
After working for McClanahan, he landed an opportunity with another industry pro. Working for Joey Williams gave him a skillset that he’d been
seriously thinking about—fabricating and custom work.
Williams had a shop in Mississippi called Hi-Fi Cruisin’ but he’d moved to Tennessee to open Nic Taylor Audio. He co-owned the shop with his dad, but it was Joey who did most of the fabrications and custom work.
“In my job with Mike, it was more about wiring and electrical. He wasn’t a fabricator,” Lindsley said. “With Joey, I was able to expand my fabrication abilities and knowledge because of his guidance.” Williams had been trained by Mark Fukuda.
“I knew what was out there from what I saw in car magazines, and I knew I wanted the skillset to do those kinds of jobs,” Lindsley added. “When I got the opportunity to work with Joey, I hoped he’d be someone who would help me, and he did. He had no issue taking the
time to teach me those invaluable skills.”
Williams had moved to Nashville for a very specific reason—to get his daughter, Hayley, into music. Yes, that Hayley Williams, the lead vocalist and co-founder of the rock group, Paramore.
“The move was successful, obviously,” Lindsley added. “As her career started taking off, the store became less important and I didn’t want to be around when or if it closed, so I started looking around. I had an interest in more than just car audio. I was into the whole automotive scene, performance and wheels.”
Lindsley’s next move was to work for Precision Motoring. “I started as an installer and within six months, I was the store manager.” Three months after that, he said, he bought out the owner.
Forge Alliances and Always Learn From Mistakes
Now in his twenties, Lindsley owned the business he’d just acquired from Sonny Belew, and renamed it Auto House. He moved into a large space in downtown Nashville.
“I wasn’t doing anything like the way we do today,” he said. “I brought in skilled guys with experience and I wasn’t doing a lot of training. You couldn’t tell me anything. Those were the prosperous years of 2003 and 2004, but ’08 and ’09 were right around the corner, and I wasn’t prepared.”
When the money was good, he said, “I spent it like it was going out of style.” When tough times came, the business couldn’t survive. Lindsley added that he hadn’t set aside money or made any preparations to purchase his building. “I had no plans.”
The shop closed its doors in 2009. It was the end of an era, according to Lindsley, who said he wasn’t left with a whole lot. “I took a break from the 12-volt world for about a year and went to work for my brother’s software company. I hated it, and I couldn’t wait to get back into this industry.”
Next, he took a job as an installer at 615 Motor Trends, which was an effort by a big box retailer to compete in the custom auto space. Lindsley worked on
the business’s CarMax account. “I learned a lot of lessons about what I wouldn’t want to do as an owner or how I would not want to manage people or a team,” he said. “I appreciated how the company handled inventory and margins, but there weren’t a lot of positives for an employee other than the paycheck. There were no store meetings where people could talk
The person you think you don’t like because your buddy doesn’t like them— well, that could be the most important mentor for you. It’s a small industry, and we all need to support each other. “ ”
about how we were doing or what our competition was up to. There were no trainings, and no occasions for recognition or congratulations.”
The silver lining, he said, was being able to handle the CarMax account. “I had the chance to develop a rapport with them.” Outside of that, he was doing side work, and becoming so busy that he thought about opening his own business. However, he wasn’t considering another store due to his past experience, adding that he didn’t want a lot of overhead. “I thought I’d just get a van,” he explained. “There happened to be one from Auto House left over.” He decided to put a tool box in it and go to work. That’s how Titan started.
“I did jobs to pay for the next jobs. I didn’t have credit cards, inventory and no retail store,” he said. “Then about a month later, I got a call from CarMax.”
The company wanted to know if Lindsley could handle an account for three CarMax locations. He said yes, hired an employee and bought a second van. As the business grew, he purchased
another vehicle and hired a second person, and then a building in the back of an old dealership that served as a workspace. “We would park the vans there and do installs for clients.”
About a year later, Lindsley recalled talking to one of his clients—a football player—about a big build and all the stuff he wanted to do. “There we were in this crappy, stinky shop, with no A/C, and I said to myself, ‘It’s time for me to get a retail store.’”
This time, though, he didn’t feel the need for a large building. The first retail location was about a mile away from the business’s current location in Nashville. “It was about 3,500 square feet with a very small showroom,” he said. “We could fit six or seven cars in the back.” The business eventually outgrew the space, and Titan Motoring continued to expand.
Building a Mentor-Mentee Relationship Takes Time
Lindsley recalled operating on a very small budget. “This is when Ray West and Miguel Vega joined me,” he said, adding
that in 2015 and 2016, he was hiring new employees. West and Vega encouraged him to get “plugged in” to the industry, to see what else was out there. In 2017, Lindsley went to his first KnowledgeFest where he met John Schwartz of Perfectionist Auto Sound and Security in Anchorage, Alaska and Brian Layton of Sound FX in Lewes, Del. Both men became mentors to Lindsley.
“John Schwartz’s advice is invaluable. Both of these guys have spent hours and hours with me on the phone,” he said, adding that a mentor doesn’t just appear— it takes getting involved, going to events and being active in the community.
“If you want something, you have to go after it,” Lindsley said, adding that once you’ve started attending events and being present, the next step is asking yourself if
there’s someone in the industry whom you admire. “Is there someone who conducts themselves in a way that you appreciate? Someone who does business in an honorable way? Someone who interacts well with others? Maybe your potential mentor is someone who’s taught a class you enjoyed, or made a post on social media that was meaningful to you.”
At that point, he added, it’s up to you to make the effort. Just because you admire someone, he said, “doesn’t mean you’ll automatically connect.”
Steer clear of cliques, he advised.
“The ‘clique’ attitude seems to travel around our industry, and it’s not helpful to anyone. It’s one of the reasons I didn’t connect with Bryan Schmitt for a long time. Then we both attended an event and we’ve been able to connect
a number of times since then.” There’s no reason to reject someone because of a clique-type situation, he said, noting that it’s especially unhelpful “if you’re looking to connect with a mentor and meet new people. The person you think you don’t like because your buddy doesn’t like them—well, that could be the most important mentor for you. It’s a small industry, and we all need to support each other.”
According to Lindsley, a mentor could one day save you tens of thousands of dollars or hours and hours of work. As an example, he recalled a 30-minute conversation with John Schwartz: “The fruit of that conversation ended up netting me almost $900,000,” he said, adding, “You have to do the leg work to get the benefits of mentorship, but it’s worth it.”
THE NEXT BEST
Dash cameras, air horns and sound upgrades continue the coverage from KnowledgeFest Atlantic City.
OPSIS DASH CAMERAS
At KnowledgeFest Atlantic City, Stinger showcased its latest dash cam, the Stinger OPSIS™ 2K Quad HD Dash Cam. This dash cam features crisp, clear footage, license plate recognition to allow for easy identification of other vehicles’ plates, and low light mode to give the driver better night vision. It also offers forward collision warnings, forward vehicle departure warnings and lane departure warnings, along with reliable power backup and battery protection. During parking, the unit will continue to record at a lower frame rate to conserve the battery. Motion detection helps to prioritize a portion of the recording when movement occurs, making it easier to find specific incidents later on. Additionally, the energy saver utilizes the G-sensor to detect sudden impacts and triggers
video recording around the time of the impact. Using live view, the user is able to monitor surroundings real-time using a phone, computer, or tablet. Finally, the unit includes location tracking, which is useful for insurance claims.
PAC AMPPRO SUB ADVANCED AMPLIFIER INTERFACE FOR SELECT TOYOTA, LEXUS 2018+
This interface allows for the addition of a subwoofer: The user can upgrade their sound and keep their 2018 and newer Toyota and Lexus vehicles. This product is designed for the best possible sound, integrating and optimizing factory EQ sittings. Plug-and-play harnesses allow for easy installation without permanent modification to the vehicle.
VOXX ELECTRONICS AGGRESSOR AIR HORNS FROM OMEGA
VOXX Electronics now offers Aggressor Air Horns from Omega. The AC-1.5MP is a high-output air compressor, engineered to be used with any air horn assemblies. The compressor is designed for highpressure air horns that always need an onboard air system. The tank is built to last and works in
all conditions. This AC-2.0MP is an ultra-high output air compressor that can be used with any of the VOXX AH-300 series train horn assemblies. Low maintenance cost. The line offers three horn types: Black train horn (AH-300LK); chrome train horn (AH-300); and detachable train horn (AH-D300+).
Show Floor
RYDEEN ELECTRIC SUNSHADE LITE FOR 2019-2023+ MODEL Y
The Electric Sunshade Lite offers shading, heat insulation and light-blocking UV protection with surface fabric plus a PU+Shading film and a PU+Back fabric. The sunshade features a motor designed for 20,000 operations, a noise level below 50db, and an anti-pinch function for enhanced safety. The installation is quick and non-destructive, maintaining the integrity of the vehicle’s original roof.
POWERBASS PBX-DSP8 DIGITAL SIGNAL PROCESSOR
The PBX-DSP8 digital signal processor is engineered to deliver the ultimate in system tuning capabilities, in an easy-to-use format. Combined with a state-of-the-art 32-bit DSP processor, The PBX-DSP8 gives you the ability to do complete DSP tuning and signal summing via your smart phone or tablet using the downloadable PBX-DSP8 app.
THINKWARE U3000
The THINKWARE U3000 offers built-in radar, monitoring motion and impact with minimal power use in Parking Mode. The U3000 features Sony’s STARVIS 2 sensor for stunning 4K UHD footage, day or night. With the THINKWARE Connected app, the user can take advantage of Remote Live View, Locate Vehicle and Impact Notifications when connected to the Internet.
THINKWARE MULTIPLEXER BOX
Enhance a vehicle’s security with the Multiplexer Box accessory, turning the THINKWARE dash cam into a sophisticated multi-channel surveillance system. Add exterior, side, rear and interior infrared cameras for complete all-around coverage.
*See company website for compatible dash cams.
OPTIM™8 8-CHANNEL SOUND PROCESSOR AND AMPLIFIER WITH AUTOMATIC SOUND TUNING
Submitted by: John Brettle
Features: “Most clients that are looking to upgrade their factory systems, like the fact that the Optim8 has the capability to do everything necessary in one component.”
Primary Objection: “Typically it is the price. Most people come in thinking new speakers will do what they want and when I introduce the Optim8 to them and they hear the price with install they are usually a little put off.”
How to Overcome: “To overcome their objections, I take them out to one of our shop vehicles and demo it. All factory speakers have been processed and amplified by the Optim8 with the addition of a subwoofer and a small enclosure. Boom, they are sold.”
MODEL 3
These Starlink Cross Taillights feature a highly sophisticated design that demands attention. The battery is persevered by low power consumption, and the high-quality LED lamp beads guarantee longevity and brightness.
BUILDING BUSINESS
Sales professionals discuss their strategies for building a presence in the local community, drawing clients and increasing profit.
WORDS BY ROSA SOPHIA
This past year in Las Vegas, Jon Kowanetz shared his expertise based on 15 years of building a business in the 12-volt industry, in a class entitled “The Profit Funnel,” sponsored by BOSS Audio. “I sold my business in 2022,” Kowanetz said, adding, “For nine of those 15 years, we were in double-digit profitability.”
He recalled the awards Handcrafted Car Audio had won, including
Retailer of the Year, Installer of the Year and Most Improved Location.
“I’ve trained salespeople with no prior experience.” He explained that a prior bartender had joined his team and was largely “responsible for building that revenue.”
In his class, Kowanetz said, “I hear your struggles, and I want to try to help you from a different perspective.”
CULTIVATING BRAND AWARENESS
In another class taught by industry pros, Jayson Cook said Columbus Car Audio in Columbus, Ohio aims to put its logo in front of as many potential customers as possible. This helps to build brand awareness and ensures potential clients will remember the business. “How do you get them into your store? They come to you because you’re the expert,” he said. “Find out where they are. Social media might get you some traction, but it won’t get you to everyone.”
Cook said his shop ensures its logo is on everything: “It’s on our TV. It’s on the speakers, prominently placed. Put your logo on everything so they know where to go.”
At events, Columbus Car Audio brings branded materials to keep them topof-mind, including kickstand plates for motorcycles that feature the business’s website and phone number. “They’re seeing the name no matter what. Hopefully, they’re going to find us.”
Even something as simple as a uniform shirt can go a long way in increasing brand awareness. “At events, it’s rare that I’m not wearing some Columbus Car Audio gear,” Cook said. “I promote my shop and I promote the 12 Volt Sales Pros Facebook group.”
According to sales professionals, it’s important to get people to “recognize you as the expert.”
When attending car shows and setting up a booth, Cook advised incorporating added focus on the shop logo to increase brand visibility. “Our table cloth and tent has our logo. The vehicle has our logo. [If we have a motorcycle on display] it has our kickstand plate. We have pamphlets about what we do.” Additionally, the shop will offer a prize: “You can register to win a $100 gift card. I get your name and contact information. You can opt out of any promotional emails, but for the time being, you signed up for it.”
CONNECTING WITH POTENTIAL CLIENTS, BUILDING RELATIONSHIPS
According to Kowanetz, salespeople need to finetune their abilities to deal with customer objections and overcome them, especially “in an industry where it’s hard to find new people who want to get involved.” It’s not just hard to find technicians, he said, it’s also hard to find salespeople. Attracting repeat and referral business, managing inventory and getting customers off the Internet and into the store are other challenges retailers face, he added.
When it comes to connecting with clients and building strong relationships, sales experts say it’s important to show interest in the client’s personal story. “If you’re at a car show, you already know they’re interested. They’re into their toys. Interact with them. Talk to them,” Cook said. “Find out their story. Be passionate
about it—whether it’s a rusty 1972 Pinto, or something newer. It’s still their baby. They’re showing it off.”
Ask them questions about it, he advised. “Get on their playing field.”
Cook said he first started working in the industry in 1998. Every weekend, he attended cruise-ins where he quickly
became the go-to person for questions about car audio installation. “We still do a lot of events so we can get out in front of people,” he said. “You’ll get more traction. If you go outside your shop, you’re on neutral ground.” That neutral ground, he added, can lead to a really positive experience.
BOSS AUDIO SPONSORS KNOWLEDGEFEST CLASS, “THE PROFIT FUNNEL”
At both KnowledgeFest Las Vegas and Atlantic City this year, BOSS Audio sponsored “The Profit Funnel,” a training session intended to get retailers and sales professionals thinking about how they might maximize profits in their stores. The class was taught by longtime industry veteran Jon Kowanetz.
“Our dealers, both existing and prospective, are the backbone of our
company,” said Matthew Delgado of BOSS Audio. “We thought, what better way to show them our support than to sponsor a class that will improve their business?” The company then approached Kowanetz and invited him to present.
“At the end of the day,” Delgado added, “a business needs great products, the tools to sell them effectively, and the knowledge to do so profitably.”
The shop also sponsors concerts and tailgating events. “We do a lot of advertising on social media and also on the radio. We do before and after parties with local rock concerts.” Every Thursday night, the shop also takes part in a bike night. Just being out there and offering information can lead to an increase in sales, or at the very least, an interest in what the shop offers.
Whether in the shop or at a show, an initial greeting is essential. Also, avoid judging a potential client by their appearance or the way they dress: Cook shared his own experience about inadvertently making assumptions about a
client. In this case, the individual was a farmer whose appearance was somewhat deceiving: “[It turned out] this client has an airplane hangar full of vehicles. You can’t judge a book by its cover,” he said, adding, “I still do it, though. It sucks, but it happens. We’re all human.”
Most importantly, “Be you. Be prepared to leave a lasting impression,” Cook said, adding, “Make sure it’s a good one.”
NURTURING A POSITIVE CULTURE
When a retailer is just beginning to hone in on the factors that help to build a successful business, Kowanetz said it’s hard to “hit the ground running.” A
business owner should know who their ideal customer is, he added, “otherwise, your marketing is off.” Nurturing a positive store culture and knowing what products will satisfy the needs of the clientele are important foundational building blocks.
“You’ve had experience selling and installing something specific, so you can say [to a potential client], ‘I have a customer who [had the same need] and we used this, and they loved it.’”
Cook reminded retailers to never say anything negative about competing shops to clients. If a client complains about another shop’s workmanship,
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•Touch Screen Display
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•3 Mounting Options
•Universal Audio Adapters
•Advanced SiriusXM®
Cook said, “Just say, ‘Oh, I’m sorry to hear that.’ This is our 12-volt community. If one of us fails, we all fail. If this person had a bad experience at that shop, they may never want to go to another shop. Keep that in mind, too.”
Also, he noted, “They might’ve had a bad experience, but remember you only know one side of the issue.”
He recounted a situation in which a client came into the shop and shared a bad experience he’d had at another business. “We looked at the car and it was a very simple fix. We could have said, ‘This is junk. Let’s tear it all out.’” Instead, he said, one of the team told the customer, “‘It looks pretty good. There are a few things we could change here and there, but honestly, you should go back to that other shop.’”
The customer, he said, had already spent $30,000 at the first store; it would be best if the first business resolved the issue. The key, he added, is that the salesperson had built trust with the
by making this recommendation.
In Cook’s class, an audience member raised their hand and shared their own experience, adding, “When you have a customer in that situation, it’s not about making a sale to make up for what’s happening. If you can make him happy— even if you’re sending him back to the other shop—then you’ve still gained a customer. Even if he goes back and it gets resolved, he’ll come back to you [in the future] because he was disappointed by the other shop in the first place.”
Kowanetz challenged attendees to consider how, or if, they’ve tried to improve store profits. “What happens when you’re heavy on inventory?” A shop will wind up with “stacks of dollars,” sitting there, unused, he said. “There needs to be a rate of turn on your inventory. It can’t just sit there.”
In any retail challenge, including all of the above, Kowanetz said, “There are ways of trying to get yourself out of a hole you might’ve avoided in the first place. You
need to create smarter business plans,” which leads to more consistent sales.
He asked the audience to think about how they’ve worked to improve sales in their stores: “What are the issues you face on your sales floor?” he asked, adding, “What are some of the things you’ve tried in order to improve your sales?”
client
THE REBRAND OF BOSS AUDIO
Recognizing the need to pivot to stay relevant, BOSS Audio is rebranding itself to meet the needs and expectations of its clients and partners.
WORDS BY HOLLY HAWORTH
BOSS Audio Systems, a stalwart in the car audio and video products industry since 1987, is undergoing a rebranding that signals a bold new direction for the company. After over three decades of delivering quality sound, BOSS recognized the need to pivot strategically to stay competitive and relevant. This rebranding centers around their new premium line, BOSS Elite, and represents a significant shift in their market positioning.
The Catalyst for Change
The catalyst for this change was a decline in brand perception and
profitability among their partners, who struggled to sell BOSS products. Recognizing the need for a new approach, BOSS turned to their customers and partners for insights, identifying a demand for higher-quality, premium products. This feedback led to the birth of BOSS Elite, a line designed to offer superior sound quality, innovative technology and sleek design—all while maintaining the affordability that BOSS has been known for.
Navid Farhand, Executive Vice President, said, “About eight years ago, we noticed a troubling trend: Our brand and product perception in the market were declining. This was a clear sign
that we needed to change our approach if we wanted to remain competitive and relevant in the long term.” This realization prompted a strategic shift to develop products that better met the needs and expectations of customers and partners.
Elevating the BOSS Experience
Creating BOSS Elite wasn’t just about launching new products: It was about elevating the company’s entire approach. Significant investments were made in research and development to ensure that BOSS Elite products met the high standards their customers demanded.
This commitment to quality and innovation is evident in every aspect of the new line, from material choices to sophisticated design details. Jared Belz, Industrial Designer, added, “For this new line of products, we really wanted to take BOSS Elite to the next level. It was critical that the product design be elevated through material choices, carefully crafted details, and proportions.”
The rebranding strategy also involved strengthening sales channels and dealer support. By addressing past channel management issues and enhancing their product serialization process, BOSS ensured that their partners could thrive. Navid Farhand said, “We are dedicated to providing our dealers with great products, competitive prices and comprehensive marketing and sales support. This support is vital as we face competition from numerous overseas brands on platforms like Amazon.”
Strengthening Dealer Relationships
Supporting dealers emerged as a key focus, with BOSS offering competitive pricing, comprehensive marketing strategies and sales support to empower them in the face of increasing competition from unverified overseas brands.
Jason Digos, Senior Sales Trainer, said, “The new training strategy with BOSS Elite will focus more on the technical and application aspects of the product. We want to highlight specific advantages our dealers have with BOSS Elite.”
Talent acquisition played a crucial role in this transformation. BOSS expanded their team by hiring industry experts to drive growth across products, sales channels, and customer support. This influx of talent brought fresh perspectives and innovative ideas, further fueling the company’s evolution. Farhand said, “We are diligently expanding our resources by hiring talented industry experts to improve our products, sales channels, customer support, and consumer experience.”
Resilience During the Pandemic
The COVID-19 pandemic accelerated BOSS’s strategic shift. Despite the global
disruptions, BOSS successfully sourced components and maintained production, allowing them to meet demand when others couldn’t. This period of resilience reinforced the importance of their new direction, leading to rapid advancements in product development and market presence. Matt Delgado, Director of Sales, reflects, “With the support of our Global Product Development team, BOSS successfully sourced chips throughout the pandemic, enabling us to produce and ship head units while the rest of the industry faced shortages.”
Design Philosophy and User Experience
BOSS Elite’s design philosophy focuses on integrating the latest technology seamlessly into user-friendly products. The design team, led by experts like Belz, emphasizes the balance between innovation and user experience. “From a design standpoint, we always must ask ourselves how adding a new technology or features to a product can create a better experience for our customers,” Belz explained. Hikaru Wako, Senior UI/UX Designer, added, “We are more focused on user-centric design. We hope to identify and understand our customer’s pain
points and needs by conducting quantitative and qualitative user research as needed. From there, we hope to ideate unique solutions.” This approach ensures that BOSS Elite products deliver both functionality and have an aesthetic appeal.
A New Sales Approach for Market Expansion
The sales strategy for BOSS Elite over the next year is meticulously designed to propel the brand to new heights within the high-end 12-volt market. Delgado outlined their ambitious goals, stating, “Our targets include achieving a significant increase in market share and hitting specific revenue milestones.” To achieve these objectives, BOSS Elite plans to launch new, innovative products that cater to the latest consumer trends and technological advancements. This approach not only enhances the brand’s appeal but also solidifies its leadership in premium audio solutions. In addition to product innovation, BOSS Elite will intensify its marketing efforts. This includes targeted advertising campaigns aimed at key demographics and strategic partnerships with influencers and industry leaders to amplify brand visibility and
BOSS Audio’s new training strategy will highlight specific advantages dealers will have with BOSS Elite, according to Jason Digos, Senior Sales Trainer.
Embrace Customer and Partner Feedback:
BOSS’s shift towards a premium line was driven by feedback from both customers and partners. Listening to their needs and pain points provided critical insights that shaped the development of BOSS Elite. Engaging with stakeholders helps ensure that new products and strategies are aligned with market demands.
Invest in Research and Development:
Significant investment in R&D was crucial for BOSS. This ensured that BOSS Elite products were not only innovative but also met high-quality standards. Companies should allocate resources to continually improve their offerings and stay ahead of technological advancements.
Strengthen Sales Channels:
credibility. Strengthening distribution networks and establishing new retail partnerships are also priorities to broaden market reach and ensure widespread product availability, thus driving sales growth.
Furthermore, enhancing customer engagement is pivotal. Initiatives
such as improved customer service, loyalty programs, and personalized marketing efforts aim to foster stronger relationships and brand loyalty among consumers.
An investment in R&D ensures that each innovation meets and exceeds customer expectations, further solidifying BOSS Elite’s position as a preferred choice in the competitive landscape of high-end 12-volt solutions.
Looking Ahead: The Future of BOSS Elite
Looking ahead, customers will enjoy the new premium features of BOSS Elite products, while dealers will benefit from exclusive discounts and access to superior products. The new brand aims to offer a premium audio experience at an affordable price point, positioning BOSS Elite as a strong contender in the highend audio market.
BOSS Elite’s rebranding is a case study in how to strategically reposition a long-standing brand to meet new market demands. Here are some practical takeaways from BOSS’s approach that can guide other companies in the industry:
Addressing channel management issues and enhancing dealer support were key strategies for BOSS. Ensuring that sales channels are robust and partners are well-supported helps maintain a strong market presence. Providing competitive prices and comprehensive marketing and sales support is essential for dealer success.
Focus on Talent Acquisition:
In the last year, BOSS significantly bolstered its talent pool by strategically hiring key professionals across various critical roles. This proactive approach to talent acquisition has not only strengthened their team but also invigorated their capacity for growth and innovation. Among the notable additions are a seasoned sales trainer who enhances dealer support and product understanding, a skilled UX designer dedicated to refining user interactions and experiences, and a new Director of Sales who spearheads strategic initiatives to expand market presence and optimize customer engagement. These appointments underscore BOSS’s commitment to assembling an adept workforce capable of navigating dynamic market landscapes and exceeding evolving customer expectations.
Jared Belz, Industrial Designer, said that when the company aimed to take BOSS Elite to the next level, it took steps to elevate its product design through material choices and other carefully crafted details.
BOSS Elite’s sales strategy in the coming year has been designed to propel the brand to new heights in the 12-volt market, said Matt Delgado, Director of Sales.
Implement Advanced Training:
Focusing on technical and application aspects of new products in training helps dealers understand the unique advantages they offer. Effective training ensures that dealers can effectively communicate these benefits to customers, enhancing their sales efforts.
Enhance User Experience:
Integrating user-centric design and incorporating feedback into the UI/UX design process ensures that products meet customer expectations. Consistent and sustainable user experiences build brand loyalty and satisfaction.
Plan for the Long Term:
BOSS’s reformation involved developing a comprehensive long-term product roadmap. Strategic planning and a clear vision for the future guide companies in navigating industry challenges and achieving sustained growth.
Communicate the Change:
Communicating the rebranding of BOSS Elite is essential for fostering understanding and support both internally and externally. By clearly explaining the reasons behind this strategic shift, BOSS Audio Systems aims to highlight that BOSS Elite isn’t just a product line but a symbol of
elevated standards and innovation. This approach ensures that everyone within the company shares a common vision and purpose, motivating them to deliver on the brand’s promise. Externally, this transparent communication builds anticipation and enthusiasm among dealers, partners, and customers, presenting BOSS Elite as a distinct and desirable option in the market. Overall, effective communication plays a vital role in guiding BOSS Audio Systems through this transformative journey, ensuring alignment and enthusiasm across all stakeholders.
By embracing these principles, companies can navigate industry complexities and achieve sustained growth, mirroring BOSS Audio Systems’ journey of strategic repositioning and market rejuvenation.
Why BOSS Elite?
Our high-tech offerings are meticulously priced to deliver exceptional value, making advanced features accessible to a broader audience. Experience seamless upgrades for older vehicles, effortlessly bringing them up to speed with modern technology.
Explore our updated touchscreen design, now enhanced with intuitive tactile buttons and dynamic ambient
lighting, ensuring a user-friendly and visually appealing interface.
Choose from oversized screen options of 12-inch and 14-inch, exclusively available from our brand, setting us apart as leaders in screen size innovation within the industry.
Stay connected on the road with ease through our certified compatibility with Apple CarPlay, Android Auto, and SiriusXM, ensuring seamless integration with your favorite devices and services.
R est assured knowing your investment is safeguarded with price protection through limited distribution, offering exclusivity and giving you a competitive edge in the market.
Experience peace of mind with our industry-leading 3-year warranty, setting a new standard for quality and reliability that surpasses the limited warranty policies offered by other major brands.
B enefit from dedicated customer support located at BOSS Audio’s headquarters in the USA, ensuring prompt assistance and expert guidance whenever you need it.
BOSS Elite’s sales strategy in the coming year has been designed to propel the brand to new heights in the 12-volt market, said Matt Delgado, Director of Sales.
business with Snap Finance
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
EVERY DETAIL COUNTS
CarTronics uses this high-end demo vehicle to help build confidence in the work they do.
SUBMITTED BY: DAVE HALE, CARTRONICS, TENN.
This 2007 Ferrari F430 serves as a demo vehicle at CarTronics in Tenn. where the store boasts four locations in Madison, Antioch, Brentwood and Murfreesboro. Mobile Electronics magazine spoke with Dave Hale—product specialist at the company’s Murfreesboro location—at KnowledgeFest Nashville this past April, where the build was featured in the Focal booth on the show floor.
Hale said the vehicle has been a great boost for business and builds confidence among the company’s clientele. “A client might have a more basic vehicle, but they’re looking for a shop that can do these high-end installations because it means we can pay attention to those details,” he explained, adding, “It separates us from other shops who may not be up to that caliber.”
The demo vehicle is used regularly at the shop, and the company also brings it to shows. According to Hale, it features
Mosconi amplifiers, Focal speakers, Stinger wiring, pods in the doors, custom fabrication and a complete sound deadening kit. “It has two 10-inch subwoofers behind the seat, as well.”
The Ferrari, he said, demonstrates the capabilities of the CarTronics’ team to integrate equipment into high-end cars. “We cater to a lot of those clients. I’m a
Corvette guy, myself, and I run some of the largest C7 and C8 Corvette groups on Facebook. I bring in Corvette clients and other high-end clients. Having a car like this is a big advantage to show that we can do the work in a clean manner and produce something they’ll love and appreciate that doesn’t take away from the original beauty of the car.”
FROM THE PRESIDENT BECOME THE BEST SOURCE FOR TRUSTED INFORMATION
“
“There are some people who may not be a fit for your business model. Don’t be afraid to say no. You may find that you’re making more money with less headaches.”
Consider offering your customers a dedicated area in your store where they can conduct product research, allowing them to feel comfortable discussing what they learn with you.
We hear it every day: “I can get that cheaper on the Internet.” It’s as if the Internet has somehow become the trusted source for every purchase. Or, at the least, a sore spot for every brick and mortar retailer. There may be a way we can gain better control over the decision-making environment. When someone walks into your store, they are looking for advice from a trusted source. Building that trust requires some transparency. Offering a way for the customer to research the product under your watchful eye could provide some assurance that you’re the best source for trusted information.
Your Customer Says, “Let me think about it.” It happens every day. The door opens, a potential customer-for-life walks in. You listen carefully to their inquiry, doing your best to understand both their needs and wants. Then you spend quality time presenting what you feel will best suit their desires. Or, in some cases, you take a moment to show a new customer the best you have before focusing on what they came in for. Regardless, by now you’ve formulated what you feel would best satisfy their ears, eyes and wallet. You ask for the sale and then the dreaded answer comes: “Let me think about it,” and they leave. We should all know what that means by now. They go home, phone a friend, head to your competitor or they look it up on the Internet.
Remove the Barrier to Decision-Making
If you completed your sales pitch and the customer still feels they need to “think about it,” they may want to do some more research to make sure they’re getting the best value for their money. So, why not help them decide by creating an area in your store where your customer can research products and pricing, allowing them to feel comfortable discussing what they find? This would provide you with the opportunity to help them make an informed decision. Help them understand that just because the price is lower doesn’t necessarily make it a better deal.
Give Them the Option to Research In-Store
Why hide it? Your customers spend time learning everything they can about a product and the price. Many times, before they come to see you.
If they have the option to do some research in your store, they might be able to complete the sale before they walk out. When creating this new space for research, make sure you set it up to showcase your best. I would suggest using a screensaver and a screen background that scrolls through some great pictures of satisfied customers with their vehicles, highlights of your best projects and links to your website, Facebook and Instagram. Make sure they’re comfortable and be certain that the surrounding area represents your best offerings. Also, lock down the browser history so you can review if needed. Even if you don’t close the sale, you may gain some insight into how they search and what may be important to them.
Not Every Customer is the Right Customer for Your Business
There are some people who may not be a fit for your business model. Don’t be afraid to say no. You may find that you’re making more money with less headaches. Not every customer will change their habits, but those who do will become loyal customers. Taking that extra step will leave them with little or no resistance to your best solution for their automobile. Work toward becoming the best value in your market—not the best price.
Always Lead With Your Best Qualities
When you have a great idea and it works, tell someone about it! Don’t let your best qualities be hidden. Always lead with your best ideas and reputation. This is what separates you from the rest of the pack, including those dreaded Internet sellers. Use your social tools to reach out to your local market to let everyone know you offer the best value, guaranteed! Make sure everyone knows you have the best service, best products and the best solution. Your mission is to add customers to your happy customer-for-life list.
Next time you finish your sales spiel, take a moment and immerse yourself in the reality that you’re doing everything in your power to be the best at what you do, and that no one will beat the value you can provide. Let the world know your business is awesome!
