COUNTING DOWN…
12// Industry Awards: For the Love of the Work
This year’s nominees continue to keep up with ever-changing technologies, infusing the industry with creativity and excitement for what the future holds.
46// Strategy and Tactics: Five Ways to Rethink Growing a Business
Worried about the financial burden of a new category? Dan Bowman and Philip Lindsley of Titan Motoring suggest taking small steps toward expansion.
40// Model Mentor: Learning to Lead
With the support and encouragement of others, John Brettle has expanded his business, honed his leadership skills and shared his knowledge through training and teaching.
EDITOR’SFORUMROSASOPHIA•
EDITOR-IN-CHIEF
CRAFTING UNDERSTANDING
How will you connect with clients this year?
As we all know, the advent of new technologies—and the reality that cars are coming fully stocked with these technologies—has emphasized the need for shops to expand into new categories. The pandemic amped up the talking point: Diversify or fade away. Still, plenty of high-end shops have found their niche in car audio and choose not to branch out, proving there’s room for both models as long as business owners continue to innovate.
There’s no “one way” to do anything, an assertion we hear time and time again from educators who share their knowledge while reminding industry professionals to apply what works for them and leave the rest.
If you’re not sure of your next move—what change to make or how to do it—try stepping out of the store, walking back in and viewing everything as if you’re the customer. When an owner or manager endeavors to do this, it demonstrates a willingness to step into another person’s shoes, to empathize with their experience. How might empathy help you connect with the people you serve?
BEGIN BY RELAXING AND BEING YOURSELF
This year, Kimberly Trainer of Car-Tunes, Inc. is a Top 5 Sales Pro. During an interview, she once told me how she enters her business each day, walking in as though she’s a customer, aiming to see the showroom with fresh eyes. This, she said, helps her see what needs to be changed, improved or updated. As we all know, a good salesperson knows how to listen.
common ground with potential clients. “Always listen to them,” he said. In my personal experience in working with the public, listening (and resisting the urge to fire back) can solve most issues.
Let’s make empathy and compassion the words for the coming year, and let’s really apply them. Through these practices, we can make deeper connections through all walks of life, seeking unity and bridging differences. “ ”
A Top 12 Retailer this year is Sanford Sound in Sanford, Maine. Owner Jack Bogard said salespeople should always aim to find
However, if a problem is persistent, it might be time for a business owner or manager to take a closer look at the organization’s policies, procedures and store culture. What might be improved upon? How might an improved store culture positively impact all other aspects of the business?
While attending KnowledgeFest, I’ve often enjoyed listening to Kevin Hallinan’s presentations. During one of his talks, he warned about the “hard sell” approach, or the idea that a customer shouldn’t leave without buying something. “Don’t act that way,” he said. “In fact, look for ways why you shouldn’t spend time with that customer, because you’ll qualify them better.” Be yourself, he said. “Talk like they talk. Relax.” Something to think about as we move forward into the new year.
IF YOU WERE THE CLIENT, WHAT KIND OF EXPERIENCE WOULD YOU LIKE?
2025 is sure to fly, just like every year before. This year let’s aim to avoid procrastination. Imagine your business or your craft as if you’re the client seeking a new sound system or a safety upgrade. How would you want to be treated? If you were in their shoes, what kind of experience would you like? Let’s make empathy and compassion the words for the coming year, and let’s really apply them. Through these practices, we can make deeper connections through all walks of life, seeking unity and bridging differences.
TAKE TIME FOR YOURSELF
Industry professionals offer their perspectives on work hours, wages and problem-solving—while reminding peers to take a break to spend time with friends and loved ones.
“The shop has hours for the public, but we had to implement employee hours also. Our doors open publicly at nine in the morning, but employees arrive at 8:30. We have to pull cars out, so we have 15 minutes to do that and get ready for the bay to open. At 8:45, we have a clock reminder in the bay that rings to let everyone know it’s time to go to the front. Every morning we have a shop pow-wow—not a meeting, but a quick get-together to cover what we’ll do that day, what’s coming in and what our expectations are.”
- Yamil Widy, Traffic Jams Motorsports, Buford, Ga.
“All of our techs are hourly. Before I became an owner, it bothered me not knowing what my paycheck would look like. I worked commission—and it’s great when business is great, but when it’s not, it creates a level of stress. Even with hourly, I’ve worked at shops where it’s done, you go home, but you still have bills to pay. That puts stress on the employees and creates tension and animosity, especially when you have shop owners who send people home but buy a new car for
themselves every year. I wanted people to be hourly. We pay a good wage to keep them here and make them more efficient. When you’re not worried about cranking jobs out quickly, we see less returns, and things are better. I would rather suffer than my employees.”
- C.J. Barnhart, Solar Pro Tint n Tunes, Warrensburg, Mo.
“I look at building a car like solving lots of little problems. Hundreds if not thousands of little problems are solved when building a full interior. It’s important to not get overwhelmed and to address them and plan for them as they come.”
- Phil Cantu, Mobile Toys, College Station, Texas
“ Take a day for yourself every so often. The car you’re working on will be waiting for you when you get back. I spent so much time dedicated to the job that I missed a lot of time with people who are no longer here.”
- Steven Ledford, Cartunes of Atlanta, Atlanta, Ga.
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Mobile Electronics INDUSTRY PERFORMANCE
The Mobile Electronics Association reports specialty retailer performance and the forecast for 2025.
While 2024 was down over 2023 as our industry struggled
Average
Average
WHERE TO GO NEXT
Top Automotive Events
Which automotive event will you attend in January? CES will be held in Las Vegas from January 7-10. Check out some of the 2025 Honorees in Vehicle Teck & Advanced Mobility like TactoTek, which will be demonstrating the Intelligent Illuminated Door Panel with edge-to-edge dynamic lighting to maximize uniformity and minimize the number of LEDs in ultra-thin packaging. The Philadelphia Auto Show (www. phillyautoshow.com) will be held January 11-20 at the Pennsylvania Convention Center. Slated for the same dates is the Detroit Auto Show (www.detroitautoshow.com) hosted at Huntington Place since 1965.
WHAT TO LISTEN TO
Mel Robbins
WWW.MELROBBINS.COM/PODCAST
If you’re looking for consistent doses of guidance to help you create a better life, this may be the answer. Every episode of The Mel Robbins Podcast is filled with motivation and tactics plus deeply personal stories, relatable topics and tactical, research-backed advice to help you create a better life. New episodes are released every Monday to get your week going, and then on Thursdays to get you through it. A recent episode, The #1 Money Rule to Live By, features financial expert Farnoosh Torabi who shares major money myths that leave you feeling trapped. She offers the steps needed to build wealth. Do you want to start your own business, get out of debt, or save for a major purchase? This will set the foundation for financial success.
WHAT TO READ
Sleep Drink Breathe
BY MICHAEL BREUS, PHD
If you’re making New Year’s resolutions, how about starting with your health? The author—known as the Sleep Doctor—shows you how to transform your health by balancing sleep, hydration and breathing, providing the key to renewed energy, weight loss, lower stress and improved cognition. Dr. Breus’s three-week Sleep-Drink-Breathe regimen is so straightforward that you can follow it and stick with it. According to Breus, you’ll feel better physically, mentally and emotionally, and you’ll be on the road to whole-body balance that lasts.
WHAT TO READ
Inside Mercedes F1: Life in the Fast Lane
BY MATT WHYMAN
Ever wonder what it would be like to be part of the Mercedes-AMG PETRONAS Formula 1Team? Here’s the official inside look based on unprecedented access. Award-winning writer Matt Whyman charts the journey of the Silver Arrows as they face their greatest challenge, the race back to the front of the grid. Whyman follows decorated drivers Lewis Hamilton and George Russell, Team Principal Toto Wolff, and the men and women who design, build and race the team’s cars. This book provides fascinating insight into the fastest sport on earth and one of its most successful teams.
FOR THE LOVE OF THE WORK
This year’s nominees continue to keep up with ever-changing technologies, infusing the industry with creativity and excitement for what the future holds.
Angel Rivera, Sr.
LAKETOWN SPEED AND SOUND
Draper, Utah
In the industry for 25 years, Angel Rivera, Sr. has plenty of experience in audio integration, custom fabrication, remote start and alarm integration, motor sports and truck outfitting, and more. He feels his strength lies in interacting with clients in a way that makes them feel comfortable enough to trust him with their vehicles. “I aim to deliver an experience that exceeds their expectations,” he said.
Rivera finds inspiration through industry colleagues including Phil Cantu, Carlos Ramirez, Ata Ehdaivand, Bryan Schmitt, Tyler Neault, Marty Adamscheck and Matt Schaeffer. However, his greatest inspiration is his son, Junior, “along with his sisters and my wife. [They] inspire me to be the best I can be. I come into work every day knowing I can’t let [my son] down. I have to be at my very best to match the effort he puts forth for our clients.”
WORDS BY ROSA SOPHIA
Archie Speaks
SAVANNAH CUSTOM CAR AUDIO
Savannah, Ga.
Business owner and technician Archie Speaks has been in the industry for over 25 years. He finds himself inspired by the work of fellow industry professionals including Ben Freeman, Thatcher Vaughn, Jeremy Katz, Justin Marks and Brian Mitchell. He advises others to “give yourself room to grow.” In the past, he said, he failed to prepare for expanding his business, Savannah Custom Car Audio in Savannah, Ga.
“When I first moved in 20 years ago, I thought I had the biggest shop in the world, but I outgrew the space.” Speaks said he should’ve moved into a larger shop years ago.
“We’ve become more involved with the use of robots and technology for fabrication. We have a 130-watt large bed laser, a vertical saw, a table saw, a fiber laser for etching, four X1 Carbon Bambu 3d printers, a large volume resin printer, five router lifts, a large CNC router, and a Mingda 1000D, which is a very large 3D printer that can print up to 1000 millimeters cubed.” He plans to add more in the future.
He also hopes to offer mentorship to others in the industry, and to be more financially secure, “possibly even investing in new opportunities.”
Speaks is also working on establishing a healthy work and life balance so he can enjoy more time with family and friends. And, of course, he aims to move into a larger facility.
Nicholas Frazier INNOVATIVE CONCEPTS
Wilbraham,
Mass.
The industry, as a whole, inspires Nicholas Frazier, the owner of iNNovative Concepts. “There’re so many people to learn from, grow with and get new ideas from,” he said. “Being able to participate in the much larger pool through social media really lets you see the trends and appreciate new or different ways of doing things.”
As a final piece of advice to others in the industry, he said, “Just try and absorb knowledge from others, be open to new or different ideas. Always try to grow.”
Michael Bischoff TRAFFIC JAMS MOTORSPORTS
Buford, Ga.
Michael Bischoff serves as the lead fabricator at Traffic Jams Motorsports and has been in the industry for 34 years. His greatest influences include colleagues Ben Freeman, Erick Markland, Yamil Widy and Justin Marks.
In the past, he said, he once chipped a piece of wood grain on a Rolls Royce door panel. “I learned to slow down [in order to] speed up,” he added. “I’ve been doing this a long time. Attitude is key.”
Cabe Sipes
CUSTOM AUDIO REIMAGINED
Rossville, Ind.
Cabe Sipes, an industry veteran of 32 years, said that his greatest strengths include sales and design. “Mark Eldridge, Gary Biggs, Dave Riviera and Alma Gates are my biggest industry influences,” he said. “As far as who most inspired me—that would be my dad. I spend every day trying to match his work ethic and hoping he’s proud of me.”
After so many years of experience, Sipes said he’s experienced all the ups and downs the industry has had to offer. What’s gotten him this far? Knowledge.
“If you don’t truly love electronics and audio, then you’ll get burned out. This industry changes so quickly with technology that it’s like being in college forever. If troubleshooting and figuring out why something isn’t working or finding a new way [to do something] doesn’t excite you, then you may need to step back and re-evaluate your career choice.”
Cody Warner CAR STEREO 1
Toledo, Ohio
Cody Warner currently serves as a technician and fabricator for Car Stereo 1. He’s been in the industry for about seven years. “I would say my greatest strength at work is my work ethic and my tenacity,” he said. “I don’t let things defeat me. I’ll exhaust all my resources and try repeatedly until I find the issue.” Some of his greatest influences include Tom Miller, Justin Marks, Jeremy Katz and Jeremy Carlson.
Warner enjoys working on CAD designs in Fusion 360. “In general, I enjoy learning about the industry and automotive as a whole.” Once, at work, he said he damaged a gas tank during drilling. “It was early on in my career, and I learned right away how important it is to check and double-check both sides before drilling any holes into any surface,” he explained.
Outside of work, Warner enjoys spending time with his wife and their two-year-old son. “Fatherhood is the single greatest part of my entire life,” he said, adding, “I wouldn’t trade it for anything.”
Greenville, Miss.
Dalton Trainer said his influences in the industry include Carlos Parra, Milton Benavides, Joe Giallombardo, Archie speaks and Chris Migues. Outside of work, Trainer enjoys woodworking and competitive power lifting.
Dalton Trainer CAR-TUNES, INC.
Dave Koz
TITAN MOTORING
Nashville, Tenn.
In the industry for 20 years, Dave Koz is the senior tech at Titan Motoring where he focuses on design and fabrication of large-scale projects. His biggest influences in the industry include Chris Yato, Bryan Schmitt, Doug Dobson, Ray West and Jeremy Carlson.
Koz remembered an incident that occurred about two years into his career: “I broke a carbon fiber engine trim in a Lamborghini.” Koz said he’d listened to someone else’s guess that the trim was held on with a clip. Instead, it was a screw. “Lesson learned: Always verify with your own eyes.” Another piece of advice, he said, “is to get out of your own way. Step out of your element and never be afraid to ask for help. It’s also important to say no sometimes when it might affect you in a negative way.”
In the next few years, Koz hopes he’ll have grown a great deal both personally and professionally. “I want to be the best me possible. I want to be a role model for our future generations.”
Jaime Palafox AGOURA AUTOSOUNDS
Agoura Hills, Calif.
Jaime Palafox is the owner and lead installer at Agoura Autosounds. He has been in the industry for 29 years, and he feels his strengths include organizational skills and management.
His influences include Justin Marks and Tom Miller. “Tom Miller’s designs and work ethic are very inspirational. He stays after hours to solve problems, which inspires me because he started as an installer and built a company with a great reputation. He is very humble and willing to share his knowledge,” Palafox said. In the past, he added, “One of the biggest mistakes I made at work was losing my cool with the best employee I ever had. From that mistake, I learned it’s essential to show people how much you appreciate them.”
T.J. Carlson MUSICAR NORTHWEST
Portland, Ore.
Currently the lead fabricator at Musicar Northwest, T.J. Carlson has been in the industry for 18 years. “I feel my biggest strength is my knowledge of different techniques and being able to think outside of the box to solve unique problems,” he said, adding that he’s most inspired by his employer, Tom Miller, who he feels “has a unique ability to pull inspiration from a vehicle to design and build parts that complement the existing design language.”
Carlson recalled a lesson he learned while working at a previous shop: “I [tended to] under-bid jobs because it was a project I felt excited to do,” he explained. “I learned not to sell myself short just because I was anxious to build something cool. My time has more value than I was giving it.”
Ben Freeman TRAFFIC
JAMS MOTORSPORTS
Buford, Ga.
In the industry for 26 years, Ben Freeman works as an installer and fabricator at Traffic Jams Motorsports. He prides himself on his versatility: “I have skills that span multiple areas of the automotive industry. It’s not uncommon for me to stitch interior, CAD parts, weld suspension and build sub enclosures in a single day. I work really hard to develop as many skills as possible,” he said.
He recalled a mistake he made early on in his career, about 20 years ago. “I was working on a new Escalade. While taking it apart, I placed the customer’s air freshener on the passenger seat.” The air freshener spilled, he said, and ate through the leather. “It was utterly unfixable. I had to replace the entire seat. That day, I learned the importance of vehicle protection. Regardless of how mundane and quick the installation, mistakes can happen in the strangest ways. That single experience has had a ripple effect on me and how I approach installations years later.”
Freeman’s industry influences include Gary Biggs, Phil Cantu, Matt Schaeffer, Christerfer Pate, Michael Bischoff and Jeff Smith, he said, adding that he appreciates their professionalism and dedication to craft.
“Teaching and growing in the industry is very important to me. Michael Bischoff is the first fabricator I ever worked with. Up until then I had been entirely self-taught. He opened my eyes to collaboration and a perspective that I didn’t have before. He is also one of the reasons I started putting myself out there to be eligible for Installer of the Year.”
In the future, Freeman hopes to share his knowledge by teaching and training others. “I want to keep fabricating, but with even more skill and proficiency.”
Jason Singer PDA ROAD GEAR
Littleton, Colo.
In the industry for 12 years, Jason Singer is currently an installer at PDA Road Gear in Littleton, Colo. “I think my greatest strength at work is being multifaceted [in my skillset],” he said. “They know they can throw any job at me, from DSP tuning or custom fabrication to normal day-to-day jobs like remote starts and head unit installs.”
Singer said he looks up to industry veterans such as Matt Schaeffer, Phil Cantu, Justin Kush, Dave Koz and Justin Marks. “They each excel in design, functionality and execution, but they’re all uniquely different and have their own discernible style. That’s something I strive toward with my own work.”
In the future, he said, he wants to learn more about laser, CNC, 3D printing and 3D design work. “I think it’s important to keep learning new techniques and go with what’s trending instead of staying in my comfort zone and getting left behind,” he said, adding that he’s learned to prepare for worst-case scenarios, such as when something doesn’t work correctly. “I’ll give myself a little bit more of a cushion so I’m not letting a customer down or putting myself under crazy conditions to meet a deadline.”
Singer advised other industry professionals to “be open to everyone having a different way of getting to their end result.” He said he’s learned over the years by watching, learning and adopting “what works best for me.”
Car Stereo 1
Toledo, Ohio
Toledo, Ohio-based Car Stereo 1 employs 13 people. The owner of the business is Parker Lopez, who has been in the industry for eight years. Having evolved into a one-stop shop, Lopez said he plans to continue to expand and fine-tune all of its various categories.
“The biggest mistake we’ve made is not knowing when to say no,” he said. “Sometimes we take on too much work or make promises we can’t achieve. I’ve learned to know what we can and can’t do, or to know when we can complete a service in a certain amount of time.” Lopez feels he could share his perspective as a younger business owner, suggesting he might be of help to younger managers or employees who wish to move up in a company or purchase a business themselves.
iNNovative Concepts
Wilbraham, Mass.
Nicholas Frazier, owner of iNNovative Concepts, has been in the industry for 18 years. He feels his greatest strength is delivering results, “no matter the vehicle or the avenue of upgrade.” The shop has been focused on expanding its reach across the country, he said, by bringing “expertise, exceptional service and innovative solutions” and leveraging its reputation. “We’re continuously improving our operations, and we’re committed to delivering the same high-quality experience to customers nationwide. This expansion will enable us to serve a wider customer base while preserving the personalized attention and excellence that have defined our brand,” he explained. Frazier is pictured here with fellow team member Tim Langevin.
Traffic Jams Motorsports
Buford, Ga.
Recently, Traffic Jams Motorsports in Buford, Ga. has been working on upgrading lighting in the bay. According to owner Yamil Widy, “This will provide our techs with a brighter and more efficient workspace.” The business continues to focus on improvements, he added.
“As a retailer, one of the biggest mistakes I’ve made was not paying attention to others in the industry and not keeping up with advances that were being made to better ourselves overall in sales and installation techniques,” Widy said, adding, “We were falling behind in sales techniques and installation procedures.”
In the near future, he hopes to have multiple locations, including “a fully expanded body shop” to enable the business to hire more people and take on more restoration projects.
Sudbury Car Audio
Val Therese, Ontario
For the past 10 years, Conrad Leduc has been working in the industry full-time as owner of Sudbury Car Audio. The business has three full-time employees, including Leduc. He said everything is moving forward smoothly, in part thanks to a co-op high school student who came to Sudbury Car Audio for on-the-job training. The new team member has now been hired full-time and will be helping to bring the business into the remote start category. In the next five years, Leduc anticipates even more growth:
“I want us to have a 2,500-3,000 foot install bay expansion with five to eight employees,” he said, adding that he wants to incorporate tint, undercoating, spray-on bed liners and detailing to the business’s list of offerings.
Laketown Speed and Sound
Draper, Utah
Draper, Utah-based Laketown Speed and Sound is a family business where both Angel Rivera, Sr. and his son, Junior, work together. In the future, Rivera, Sr. hopes to share his knowledge through teaching. Rivera added that his biggest mistake—a mistake he still makes to this day—is working too many hours. “We often work so hard to deliver a quality product…at the expense of our families. Time cannot be recovered.” Often, he said, “We say ‘We are doing it for our families.’ I bet if they were asked, our loved ones would prefer to have that extra time to spend it with us.”
KarTele Mobile Electronics
Waterbury, Conn.
Mike Hungerford is the owner of Waterbury, Conn.-based KarTele Mobile Electronics. He has been in the industry for over 21 years. Currently, KarTele only has two employees—Hungerford and Christina Wearne. The business’s focus at this time is introducing the mobile electronics industry to students at a local technical high school. According to Hungerford, they hope to get the MECP Apprentice certification into the curriculum.
In future, KarTele also hopes to expand its footprint, doubling square footage. Hungerford shared a lesson learned, stating that he’d once tried to carry too many lines: “I learned it’s difficult to explain to someone why one $500 unit is better than another $500 unit. Keeping things streamlined and cohesive really helps get the point across that we know, trust, and support the lines we carry for their reliability and quality.”
When it comes to expanding in a retail store or making improvements, Hungerford offered a piece of advice: “Whether it’s staff, tools, computers, improving policy—just don’t hesitate. Do it.”
Sanford Sound
Sanford, Maine
The owner of Sanford Sound, based in Sanford, Maine, is Jack Bogard. He’s been in the industry for 29 years. In the past, he said, he’s allowed things to bother him more than he should: “They got to me because they bought a product on the web, but I learned how to turn them into long-term customers by helping educate them on products and how having a place to get stuff installed properly is an important part of the process.”
With so many years of experience, Bogard said the goal is still to make the customer happy. “Always listen to them and find common ground,” he said. “The long-term results will outweigh short-term results. Referrals come from many things, so treat customers fairly. Embrace change and don’t be afraid to learn new things. We are always evolving and if you don’t, you won’t survive.”
JC Audio
JC Audio in Jackson, Tenn. has five employees, including owner Jeff Cantrell, who has been in the industry for 30 years. According to Cantrell, the team has been placing an increased focus on following-up on calls and emails with customers who received estimates.
“[We want to] try to earn that business and find out why they didn’t follow through. We’ve seen good success—at least five to 10 percent—turning these contacts into sales,” he said.
In the near future, Cantrell hopes to see the business continuing to provide “top-tier services” to customers, as well as “consistent and secure” careers for the team.
Jackson, Tenn.
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Perfectionist Auto Sound & Security
Anchorage, Alaska
Based in Anchorage, Alaska, Perfectionist Auto Sound & Security has eight employees including CEO John Schwartz, who has been in the industry for 34 years. Schwartz said 3D printing has been a recent initiative. “It’s been a learning curve. We’re always attending training events to learn more.” A continuous goal, he added, is education. “Being in Alaska, it’s a lot of effort to see these trainers, so we take it seriously. I believe this has really helped us so much.”
As Perfectionist looks toward its future, Schwartz said a big challenge continues to be finding new talent. “We will continue to grow, but as an industry, we need to figure out how to attract new technicians who want to learn our craft.”
Five years from now marks Schwartz’s 30th anniversary at the store, he added, stating, “I believe we’ll still be prospering and building beautiful installs. We’ve been through it all over the last 25 years. I’d love to make myself available to anyone in the industry who needs an ear. We can figure it out together.”
Volunteer Audio
Oliver Springs, Tenn.
Oliver Springs, Tenn.-based Volunteer Audio is owned by Jay Bradshaw, who has been in the industry for 27 years. The shop has eight employees including the owner.
“We are currently working on a major expansion, expanding our 3,000-square-foot retail location by 12,000 square feet and moving our warehouse to that location.”
In the past, the business has learned from the mistake of trying to move things forward too fast, and “focusing on gross sales instead of profit.”
The team aims to continue its evolution: “I hope to grow our YouTube channel and social media presence and by doing so, build our powersports category. Focus on marketing through social media,” he said, adding, “Build the part of your business you enjoy the most.”
Westminster Speed and Sound Westminster, Md.
Westminster Speed and Sound in Westminster, Md. has six employees and has just entered the windshield protection film category, according to CEO Mark Miller. “We are hoping to attract more and more high net worth individuals who care about their vehicles,” he said, adding that in the coming years, Miller sees the business catering to more upscale clients.
In the past, the store changed product lines too often, he added. “We learned to focus more on strategic partnerships with vendors who have our best interests at heart and are committed to their category.”
He advised other retailers to be outcome-focused in all dealings with employees: “Allow them to do things their own way as long as the efficiency and quality are in line with company expectations,” he said, adding, “It grows creativity and loyalty from your team while generating a more collaborative environment.”
Vernon’s Signature Audio
Lubbock, Texas
Leon Winchester is the owner of Vernon’s Signature Audio and he’s been in the industry for 23 years. The business currently has five employees, and the team has been working to remodel the store to make room for expanding the truck accessories category.
“We’ve also created procedures and implemented software such as Shop Monkey 2.0, 12v Dashboard and Podium to improve our customer experience,” Winchester said. “We’ve also been building solutions for vehicles to improve our efficiency in the bay.”
Store culture has been a work in progress, according to Winchester, who said, “Our biggest mistake was not starting our business with policies and procedures.” The shop didn’t have a good mission statement in the beginning, he added.
Trying to implement these things and nurture store culture after the fact “is very hard to do. As a result, you might lose your old team if they’re not willing to work with you.” However, he added, “you’ll be much happier” when the new team comes on board.
In the future, Vernon’s Signature Audio hopes to win Retailer of the Year. “We’d also like to see our store expand to at least two or three more locations.”
Kimberly Trainer has been in the industry for 23 years. One of her greatest influences is Steve Irby, founder and president of Kicker: “He’s inspired me with his kindness and generosity to his staff, community and his dealers.”
Trainer’s strength, she said, lies in interacting with her clients. Her goal is to make them feel “welcome and understood,” she added, “offering them a unique experience that creates a connection.” Trainer hopes to continue providing this high level of service well into the future. Outside of work, she enjoys spending time with her family, cooking and reading.
Dean Beyett has been in the industry for 34 years and currently serves as the general manager of Five Star Car Stereo in Clearwater, Fla. He said the biggest mistake he ever made in his career was “not going to industry events earlier. They’re worth so much more than I can say,” adding that he’s built a group of industry friends who all support and inspire one another.
Devin Dial
Stereo and Video Center, Tyler, Texas
Isaac Schertzer
Devine Concepts Automotive Design, Naples, Fla.
Matthew Hipps
Sounds Good Mobile, Flagstaff, Ariz.
Meghan Watson
Vernon’s Signature Audio, Lubbock, Texas
Shawn Montgomery
The Car Audio Shop, St. Louis, MO
Chris McNulty elettromedia USA
Chris Reavis ALPSAlpine
Jason Ewing Firstech
Josh Woodie Firstech
Matt Mergentahl JL Audio
Angel
Rivera,
Jr.
LAKETOWN SPEED AND SOUND
Draper, UT
Angel Rivera, Jr. has been in the industry for four years and currently handles sales and social media at Laketown Speed and Sound in Draper, Utah. He feels that his greatest strength lies in making clients feel comfortable.
“My greatest influences are prior Sales Professionals of the year—Elias Ventura, Dan Howman and Jayson Cook.” Most of all, he said, he looks up to his father, Angel Rivera. “He’s the installation manager here at Laketown Speed and Sound. I’ve learned most of what I know from him.”
Rivera, Jr. advises other industry professionals to always put the customers first: “It goes a long way in the end. Most customers will notice the steps you’re taking to ensure they are cared for.”
Parker Lopez CAR STEREO 1
Parker Lopez grew up around car audio: His father is an installation technician. Professionally, he’s been in the industry for eight years and is the owner and lead salesperson of Toledo, Ohio-based Car Stereo 1.
Over the years, he said he’s stopped quoting times on jobs: “I just guarantee same-day service, because whenever you tell a customer a time-frame—even if it’s an estimate—they’ll stick to that time.” By using same-day guarantee, he explained, “They don’t expect a certain time of the day and when it’s done way before the end of the day, they’re happy.” And if it does take all day, he said, they’ll have planned on not having their car.
“My greatest strength is sales and I’m very knowledgeable on the products we sell. I’ve also expanded into a lot of new revenue streams.” Lopez said he also feels confident in his ability to maximize every sale to its full potential and satisfying clients’ expectations.
He continues to be inspired by industry veterans such as Jay Cook, Yamil Widy and Philip Lindsley. “They’re always ready to help or teach anyone who’s willing to learn,” he said, “and they’re always giving back to the industry.” In the future, Lopez hopes to do the same.
Toledo, Ohio*
Jeremy “Taco” Patterson*
SPEAKERBOX AUTO SOUND AND ACCESSORIES
Huntsville, Ala.
In the industry for three years, Patterson handles sales and social media at Speakerbox Auto Sound and Accessories. Most people know him by his nickname—Taco. One of his strengths, he said, is being a “people person,” adding that he almost always connects with clients when they come into the store, regardless of whether or not he winds up working with them on a sale.
The first two people who inspired Taco the most were 2022 Sales Pro of the Year Robert Kowatch and 2022 Installer of the Year Marty Adamscheck. “They both reached out to me when I was only months into my 12-volt adventure and I’ve had contact with them both at least weakly ever since. I’ve also adopted Chris McNulty as my surrogate father figure and I reach out to him all the time for tech support. He often calls just to check in and see how things are going, and we also swap TikToks on a daily basis.”
Additionally, he said, other Sales Pro of the Year candidates “are always inspiring me to do better, even if they don’t realize it.”
Kimberly Osorto TRAFFIC JAMS MOTORSPORTS
Buford, Ga.
In the industry for four years, Kimberly Osorto serves as a sales professional and parts specialist at Traffic Jams Motorsports. She said she sees herself as a strong team player and always aims to improve herself and exceed expectations.
“My greatest influence in the industry is Yamil Widy,” she said, adding that she’s inspired by the dedication he shows employees and customers, “as well as the patience and trust [he’s given me]. Melvin Washinton has also been a big influence because of his knowledge. I’ve learned a lot of sales techniques from him. I also work with some really smart, talented 12-volt technicians and fabricators and that’s been another big inspiration for me.”
Osorto said she plans to continue learning: “I’m motivated and I enjoy being here.” Outside of work, she said she’s a homebody and has two sons who keep her busy with Boy Scout activities and basketball practice. * Due to a tie, there are six finalists for the
Jim Rogers AUDIO INNOVATIONS
Conway, Ariz.
Jim Rogers is the owner of Audio Innovations and has been in the industry for 34 years. Currently, the business has two employees including Rogers, who hopes to add more in the near future. When it comes to strengths, Rogers feels his is troubleshooting: “I enjoy the challenge.”
Over the years, a number of industry veterans have inspired him, including James Feltenberger, Chris Pate, Bryan Schmitt, Jeff Smith, Alma Gates and Ken Ward. “My biggest influence has to be Nick Wingate,” he said, adding, “Nick is an amazing mentor, teacher and friend. He’s always there to answer questions and give advice.”
Today, Roger’s initiative is learning 3D scanning and Fusion 360. “I’m excited to see where we are in another 10 years.”
In the past, Rogers said he was told that classes and trainings were a waste of time: “Attending my first KnowledgeFest in 2011 changed my perspective. If you don’t invest in yourself and your career, you’ll never reach your full potential.” Back then, he said, he was ready to walk away from the industry. “Solomon Daniels called and invited me [to KnowledgeFest]. The show was an eye-opener after spending years at a mom-and-pop store not realizing how far the industry had advanced. I saw what was possible and made lifelong friends. I wish I’d made the investment sooner.”
He advised other industry professionals to try something new. “Don’t be afraid. Take a chance. If it doesn’t work, find a different way to do it. Learn from everything and everyone around you. Get out of your comfort zone and try new things. Invest into yourself—no one will do it for you.”
In the future, Rogers hopes to take more time to travel with his wife and spend more time with his two granddaughters. “I want to take a step back, and teach those who want to learn and grow,” he said, adding, “This industry is changing. If you don’t invest in education, you’ll be left behind.”
Ray West TITAN MOTORING
Nashville, Tenn.
Ray West is the store manager at Titan Motoring and he’s been in the industry for 25 years. His strengths, he said, include problem-solving and multi-tasking. His influences include Larry Penn and Jon Kowanetz. Most of all, he said, his wife inspires him: “She shows me just how strong of a person it takes to deal with us 12-volt people. And those I work with every day show me why we push so hard. That growth is inspiring.”
In the future, West hopes to learn more about managing and adapting to different employee personalities and how to effectively coach people. “The days of being buried under a dash are gone. I feel my strengths are now being fulfilled by helping others along their path,” he explained, adding that he feels it took him too long to find himself, causing a few stumbles over the years.
“My advice is to sort out what you really want to do from what you don’t like to do. Focus on your strengths, and [from that, create] a system of tasks that you do the same way each time. This will cut down the time spent on menial things and allow more time for the important things. And take the time for family. I wish I’d done more of that over the years.”
Dalton Trainer CAR-TUNES, INC.
Greenville, Miss.
Dalton Trainer is the head technician and fabricator at Car-Tunes, Inc. and he’s been in the industry for 14 years. He feels his greatest strength is custom fabrication and ensuring clean wiring.
AUTOSOUND & PROCESSING
AlpsAlpine elettromedia USA (Audison, Hertz) SONY ACCESSORIES & MATERIALS
Metra Electronics Soundshield Stinger
INFOTAINMENT & MULTIMEDIA
AlpsAlpine Kenwood Sony SECURITY, SAFETY & DRIVER ASSISTANCE
Firstech (Compustar, Drone Mobile)
Metra Electronics (iBeam)
Voxx Electronics (Directed, Code Alarm, Prestige, Advent, CarLink)
MARINE
JL Audio Kicker Wet Sounds
MOTORCYCLE & POWERSPORTS
ARC Audio
Cicada Audio
elettromedia USA (Audison, Hertz)
OEM INTEGRATION
ADS (iDatalink Maestro)
Metra (Axxess)
Stinger (PAC) LIGHTING
Lucas Lighting
Metra (Heise)
Stinger (RaceSport Lighting)
David Doling TRAFFIC JAMS MOTORSPORTS
Buford, Ga.
At Traffic Jams Motorsports in Buford, Ga., David Doling works as a manager. He’s been in the industry for 15 years. He said Yamil Widy—owner of the business—inspires him by putting “his heart and soul into the industry.” Michael Bischoff, he said, also influences Doling through his creativity and passion. In the future, Doling hopes to hone his skills in business management, design and vinyl wrapping.
“The biggest mistake I’ve ever made at work was thinking I had all the answers,” he said. “I learned how to reach out to others in the industry and learn from them.”
He advised other industry professionals to develop relationships in the industry. “Don’t let pride get in the way of being a better employee, technician, fabricator or owner. Believe in yourself and what the future can bring.”
Fernando Lopez works as an installer at Five Star Car Stereo and has been in the industry for 13 years. The shop where he works has three employees, including himself. Lopez said his greatest strength at work is running wires, completing back-up camera installations and installing sound treatment.
One of Lopez’s inspirations is Eduardo Moure, owner of Techno Express Services. “I like his style of leadership,” he said. “He’s very active in the store and I like how he treats his employees. He’s always willing to take on new challenges.”
The biggest mistake he’s made in his career, Lopez said, is “not taking my job seriously enough when I first got into car audio. Don’t wait so long to go to an industry event. Learning with your peers is so valuable. Now, I go every chance I get.”
Lopez is currently learning Fusion 360, he said, adding that he feels this kind of technology is the future of 12-volt.
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Sound Design Aims to Expand Marketing Efforts
WORDS BY ROSA SOPHIA
Bronx, NY-based Sound Design hasn’t participated in many events over the years. The last event in June 2023 was held to celebrate 30 years in business. During the event, an attendee won a Kicker subwoofer. Owner Richard Pappas is pictured with the winner, holding his prize. Customers also won detailing and ceramic treatment. “Car wash and detailing is a good way to get a customer back to your store on a consistent basis,” Pappas added.
Meanwhile, the business continues to explore additional opportunities to raise awareness for its category offerings via online marketing. He noted that he wants to find a way to create an online scheduling tool, so customers can order certain products and book installation using the website.
Although the business began its efforts some time ago, online
marketing is something Pappas still struggles with. He said only about 10 percent of the shop’s income is driven from online marketing.
“It still eludes me,” he said. “I want to be able to sell remote starts or window tint online. We need to find out if we can do that. Planning and efforts are ongoing.” The concept of online sales would allow customers to choose what they want, pay and book an appointment using a virtual calendar.
“I’m getting myself to work one hour earlier, at least three or four times a week, to go through emails, spend time organizing and thinking about what needs to happen,” he said, adding that marketing is a weak area for him. “I’m not very good at marketing or budgeting for it.” Moving forward, the business continues to strategize, forecast and plan for future growth.
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EDUCATION AND DEMONSTRATION
Top industry salespeople share their store’s most popular products and how they work to overcome customer objections.
From left to right:
Angel Rivera, Jr., Laketown Speed and Sound, Draper, Utah
Kimberly Osorto, Traffic Jams Motorsports, Buford, Ga.
Jeremy “Taco” Patterson, Speakerbox Autosound & Accessories, Huntsville, Ala.
Kimberly Trainer, Car-Tunes, Inc., Greenville, Miss.
KICKER PTRTP POWERED DOWNFIRING ENCLOSURES
Submitted by:
Angel Rivera, Jr., Laketown Speed and Sound, Draper, Utah
Main Features: “I’ve sold a ton of the passive downfiring enclosures from Kicker, and since the powered models have come back, I’ve sold a large number of those. I believe the main sales pitch on this product is that the enclosure down-fires, so there’s no risk of the subwoofer getting damaged. It’s a very versatile, daily-use kind of subwoofer. I explain to customers that this is an ideal setup for SUVs and trucks.”
Primary Objection: “When pitching these downfiring products, customers question the sound performance. You’d think going to a thinner subwoofer and smaller box would limit your performance, but I don’t think that’s the case for most people looking at a subwoofer enclosure if this type.”
How to Overcome: “One of the coolest things to do with a subwoofer is hook it up to the display and allow the speaker to do the talking. Yes, I know it’s a display, but even giving them that little taste of what the sound performance is like with a shallow subwoofer gets them every time!”
ZZ-2 CARPLAY MODULES
Submitted by: Kimberly Osorto, Traffic Jams Motorsports, Buford, Ga.
Main Features: “These modules allow certain vehicles to have CarPlay or Android Auto on their factory head unit, meaning the customer doesn’t have to replace the radio for simply wanting an additional feature.”
KICKER 48BTCAN65 BLUETOOTH 6.5-INCH POWERCANS
Primary Objection: “Some customers have done their research on different modules. Many out there are cheaper, but they aren’t as reliable.”
How to Overcome: “I talk to the customer about the quality resolution this CarPlay module provides, as well as the quality installations our 12-volt technicians offer.”
Submitted by: Kimberly Trainer, Car-Tunes, Inc., Greenville, Miss.
Main Selling Features: “This is a very unique product that’s versatile and includes everything you need in the box. Our customers love the way they look. They also like that they’re self-amplified, so there’s no need to find a place to mount an amplifier in the limited space of most powersports applications.”
Primary Objection: Price.
How to Overcome: “When we point out that the Bluetooth controller, wiring and mounting hardware are all included, plus these are selfamplified so there’s no added expense, the customer feels satisfied that they’re getting a great deal for a great product.”
AUDISON FORZA LINE OF DSP AMPLIFIERS
Submitted by: Jeremy “Taco” Patterson, Speakerbox Autosound & Accessories, Huntsville, Ala.
Main Selling Features: “The Forza line makes my job very easy with features that basically sell themselves—as long as you’re able to effectively educate the client. Plus I have one in my car for demo purposes, which always helps!”
Primary Objection: “The only real objection with the Forza DSP amplifiers, like most high-end equipment, is cost.”
How to Overcome: “Education and demonstration: Once a client realizes the power of a DSP amplifier to present their music in a way they didn’t think was possible, the cost objection usually vanishes.”
LEARNING TO LEAD
With the support and encouragement of others, John Brettle has expanded his business, honed his leadership skills and shared his knowledge through training and teaching.
The MTX Blue Thunder truck enclosure, according to John Brettle—a 2020 Top 12 Installer—might’ve been responsible for how he got into the car audio business. “It was almost 30 years ago,” he said. “I grew up around cars and reading magazines like Motor Trend, so when a friend of mine needed some help installing an MTX enclosure in his Toyota, I thought it would be cool to help him figure it out.”
When he heard how it sounded, Brettle said something sparked within him. “I started reading Car Audio and Auto Sound & Security.”
During his budding career, Brettle found that his destiny had been determined by his own choices, as well as bonds with family and close friends. And, he said, the right managers can make a big difference in the journey. Today, he’s found a home as the general manager for Pro Audio 4 X 4 in Provo, Utah—where he’s also purchased his own home—and he credits several mentors who’ve been instrumental in his continued growth.
WORDS BY JAMIE SORCHER
“We knew how to accomplish what needed to be done.”
Brettle recalled his father’s influence over his beginnings: “My dad was into electronics,” he said. “When I had
questions, I could always ask him. He built an old-school pinball machine with bumpers and roller dials for scoring.” He remembered a store that once sold DIY kits. “My dad bought a console TV kit and put it together. Watching him do things like that was inspiring. Plus, he always had test equipment around the house—old oscilloscopes and analog voltmeters.”
As a young man, Brettle frequented a few local car audio shops where he grew up in Northern Virginia. “I liked to look at everything even though I couldn’t afford to buy,” he said. During one such visit to Automotive Designs, a salesperson approached him and Brettle took the opportunity to show him his car.
“I had a makeshift amp rack in the back with three Sony amplifiers. The salesman saw what I was doing and thought it was pretty good. Next thing
I knew, I got hired part-time. I worked a full-time job at Sam’s Club and would go home, sleep a few hours, and then go there.” Brettle couldn’t pass up the opportunity to get his foot in the door, he said. There were three stores in the company and Brettle worked at all of them at different points during his employment. He’d been given the chance to learn all the ins and outs of being in the retail business.
When he went to work at New Sound, Brettle befriended Chris McNulty and Chris Dold, who both worked at Sound Solutions in Chantilly. “The three of us communicated all the time,” Brettle said. “They would call me to see if I had a part or I would call them. When they heard New Sound was closing, Chris McNulty asked me if I needed somewhere to go. I went from New Sound to Sound Solutions and worked there for about 18 months.”
During that time, the three of them established a strong bond. “We were almost an unstoppable team,” he said. “We all knew how to install, and we all knew how to sell. We knew how to accomplish what needed to be done.”
Sometimes, he recalled, “a kid would walk in at four and we closed and six. He’d want a radio, speakers and some bass. We’d price it out and say, ‘Yeah, we can do this.’ We’d go in the back and make it happen. One of us would wire the radio. The other would pull the door panels off and put in the speakers. Chris Dold, who we called our trunk money, would climb in and do the wiring on the amplifiers. We were just a good team.”
Through these mentors, he learned the value of teamwork: “We worked together to get the job done.” During the year-and-a-half they worked together, Brettle said he realized “it’s not always about the paycheck. It was an education in satisfying the customer and working together to get things done.”
Chris McNulty was the one who nudged Brettle, encouraging him to pursue Installer of the Year. “I didn’t think I had what it took,” he said, adding that he submitted his application and made it to the Top 12.
Learning to Teach and Teaching to Learn
Even when Brettle moved to Atlanta and took his next job at Cartunes—where he remained for 16 years—he kept in touch with McNulty and Dold. Around the same time, he started a side business doing custom work. TheMeshMan.net focused on laser cutting and engraving.
“It was obvious that CNC would be the next big step for the industry,” he said.
“Both Chris McNulty and I got into lasers and CNC machines. I got into the CNC router first and he got into the laser first. I just developed a knack for designing these mesh patterns, laser cuts for grilles. I had my own CO2 laser machine.” He spent almost a full year focused on launching the business into a full-time endeavor. “It was slow-going, and not enough to make a living.”
However, it also allowed him to mentor others and share his skills and knowledge. In the process, he learned he had a hidden talent. “I found out I love training and teaching people,” he explained. “When lasers were getting popular, McNulty contacted me. He’s good friends with Jason Kranitz. He and Jason were going to teach an Intro to Laser class at KnowledgeFest and a three-day course at Jason’s business. Chris asked if I wanted to be a part of it. I said yes—absolutely!”
Though he’d never been a public speaker before, the experience was incredible, he said. “It allowed me to get past the fear. I had a mic clipped to me and Chris and Jason said they’d just start things off and then bounce things to me when they knew I could speak [on the topic]. I really liked it.” Brettle also had a great time at the three-day course at Kranitz’s place in Las Vegas. “I have to credit them both for getting me into this side of the business. I’ve always wanted to help others and share what I know.” People often came to him with specific installation questions, he added. “I’ve never been one to hoard knowledge. If I know something, it’s because I read it somewhere, watched it somewhere, talked to someone, or just figured it out on my own. So why keep it to myself?”
At his first KnowledgeFest in 2014,
Brettle met Ken Ward of Educar. “I sat in on one of his classes. I learned so much from his sales process and his ability to recognize different types of customers when they walk in the door,” he said, adding, “All of that has helped me.”
Be Honest: If You Can’t, Then Find Out Why
Brettle also learned a lot from Richard Grimm, whom he worked for at Cartunes in Atlanta, Ga. He remembered interviewing with him for a potential job. “I’ve
always been professional in how I present myself for an interview. I get that from my parents. For this meeting, I brought in a photo log and my resume. It impressed Richard and I got the job.”
He recalled being given the chance to learn. “I grew exponentially while I was there,” he said, noting that Grimm was a big influence. The two men worked closely and would discuss the business in general. “It opened my mind and gave me a better understanding of what was involved in running the business. It also made me realize I never wanted to own a shop. I didn’t want the stress.”
As the head installer, Brettle learned how to become a better leader. “It helped me understand the importance of working with others and keeping everyone on the same page,” he added. His final position at Cartunes was that of bay manager. “I wanted to make things run smoother, so I developed an employee handbook. It was a great project and Richard and I ended up working on it back and forth for about three years.”
Early on in his career, John Brettle befriended Christian Dold, pictured here at Cartunes of Atlanta in 2021.
After leaving the Atlanta area and settling in Utah, Brettle had a brief stint at Tint World which wasn’t as smooth as it could’ve been. “Never burn a bridge,” he said. “You might need to go back someday and cross it.” Today, Brettle serves as general manager at Pro Audio 4 x 4.
“This is another family-run business. I appreciate that I can sit with Dave Varga, the owner, and have real conversations. My crew is awesome. I spend most of my time
in sales and helping Dave manage the 4 x 4 side. I’ve learned a lot about lifts, wheels, and tires.”
Brettle shared some additional guidance for those coming up in the industry: “The most important thing is 100-percent honesty,” he said. “If you can’t be honest, then
you need to look within yourself and figure out why.”
Never stop learning: “If you’re not learning, then you’re doing something wrong,” he said, adding, “There’s a learning opportunity in so many experiences. You just have to be open to it.”
FIVE WAYS TO RETHINK GROWING A BUSINESS
Worried about the financial burden of a new category? Dan Bowman and Philip Lindsley of Titan Motoring suggest taking small steps toward expansion.
WORDS BY ROSA SOPHIA
At KnowledgeFest this past year, Dan Bowman and Philip Lindsley of Nashville, Tenn.-based Titan Motoring spoke with attendees regarding strategies to earn more money. Bowman—the 2023 Sales Pro of the Year—shared his experience in growing a business, recalling his pre-Titan days when he helped a friend open a second shop and “went from zero to $700,000 a year in the second year.”
Bowman said the team accomplished this by expanding into accessories, which has been a recent focus for many growing retailers. While looking beyond traditional 12-volt can be daunting, he said, it’s essential. He cited Lindsey, who often states, “If you’re not growing, you’re dying.” In the face of economic uncertainty, he added, diversifying product offerings helps to keep a business moving
in the right direction. But where should a business owner begin? Here are five places to start.
#1: KNOW THE STRENGTHS OF THE TEAM
By understanding the qualifications of a business’s team members, a retail owner or manager may discover creative avenues for expansion. Perhaps someone on the team has a talent or skill an owner doesn’t know about. How might that skill benefit the business? “Technicians are talented people,” Bowman said. “If you ask around, you might find you have more talent in your building than you thought.” Even Lindsley admitted he’d been unaware of some of the certifications
and work history of some of his employees. “We found out our tinter is certified to do body work on aluminum vehicles. To be certified in this, you have to have the tools, processes and procedures. He has a degree in auto body in automotive technology,” Bowman explained. “We decided to hand him some PPF and see how it went, and he did a beautiful job.” Now, Titan Motoring offers in-house PPF.
#2: USE VENDOR TOOLS TO HELP RAISE AWARENESS OF SHOP OFFERINGS
By offering certain accessories, retailers may gain access to more exposure, such as in the case of WeatherTech. Titan Motoring is listed on the WeatherTech
dealer locator, which means someone seeking that particular product may find Titan and then discover many other vehicle customization opportunities they didn’t know were possible.
“We have someone who came to us for WeatherTech from their dealer locator,” Lindsley said. “He was impressed with everything we do.”
Simply being on the dealer locator led to an even bigger project: “We did a full lift, radar, tires—he might’ve heard from us some other way, but we did a big job for him, simply from that WeatherTech locator.” Titan doesn’t often get referrals from other vendors, he added. “That client didn’t see any of our other marketing efforts or our website. He found us on that dealer locator. If you can do that at your shop, imagine how much more business you can get.”
When the client comes in for WeatherTech, the salesperson might ask, “Do you have a remote start?” If they have a factory remote start, do they want more features? “The vendor is sending us to them—for free. We capitalized on that.” This becomes a gateway for things like
toolbox installation, train horns, lighting and more.
Bowman said a client called wanting a truck build, but initially wasn’t interested in audio. “He bought the truck and we did wheels, two-toned the vehicle, put in a new leather kit, train horns, lighting and radar. He wasn’t an audio guy. I said, ‘This is the third vehicle I’ve done for you.’ It was another $7,000 for audio.” Eventually, the client went for the sound system. Titan Motoring has also built a truck for Wheel Pros, which was displayed at Music City Showdown. Titan was invited out and given prime space at events. “You can’t buy that. It was Superbowl weekend. Have any 12-volt manufacturers had you build something and then put it in front of thousands of people?”
#3: “EASE IN” TO NEW CATEGORIES TO AVOID FINANCIAL BURDENS
Lindsley and Bowman said they often speak with people who say, “But I’m a career audio guy—I’m a specialist in my market.” But, they said, “You can be an expert in more than one thing.” They challenged KnowledgeFest attendees to
consider whether they might be “pigeonholing” their business and its employees.
While wheel and tire equipment is expensive, Bowman said a business can make back the investment quickly—and make a good profit—by installing wheels and tires.
Where else might a shop look? “Check out eBay and Craigslist,” he added. “Shops close in your market. Repair shops, too. Sometimes they’re just aging out and don’t want to do it anymore, and you can get a good deal.”
Shops can also find information and resources through Plus Sizing Guide (www.plusizingguide.com) and Tire Rack (www.tirerack.com). “We don’t expect you to know all the math and science. The Plus Sizing Guide tells you offset, bolt pattern, thread pitch and more. You can set up a wholesale account with Tire Rack and they’ll ship wheels to you already mounted and balanced. They validate all the dimensions so the wheels will fit.” Before returning
the vehicle to the customer, “Freshly wipe it down and vacuum it. The client will be very happy.”
For shops interested in getting into modifying pick-up trucks, Lindsley said, “Hopefully you charge $150 to $200 for shop rate.” He said he’s seen people get quotes at automotive repair shops that charge less. “But because they want audio, tint or other things we offer, they’re willing to pay more for convenience.”
What’s the industry seeing in relation to pickup trucks? “Bed covers, steps, mudflaps, window tint, lighting upgrades,” Bowman said. “Why do we talk about trucks so much? Your average F-150 driver makes about $82,000 a year. Tundra buyers make about $83,000. Jeep customers make around $123,000 a year, double the national average in income. We want to find out how to get them into the store. Then we talk about audio and convenience.”
#4: TARGET CLIENTS LOOKING TO CUSTOMIZE VEHICLES
Many retailers have found that their core clients are aging out, according to Bowman, adding that they’re now purchasing vehicles that have all the audio and safety built-in. What’s the 12-volt retailer to do? Lindsley recommended “creating an awareness for our industry among people who customize vehicles.” If a particular truck isn’t available at a dealer, for example, “We can make something similar and they can pick things out. Or someone might want a truck, but they want it done differently. This has raised awareness of full truck packages.” Some accessories don’t require very many tools. Bowman described a project Titan Motoring recently completed, a Jeep build that cost a little over $20,000 and took four days to finish. In contrast, a full audio system might take almost two weeks.
“She even came back for round two,” Bowman said, adding, “Also, you should be concerned with this: How much of your marketing is geared toward females?”
When Bowman first started, “many years ago,” the focus was security and convenience features. Remote starts and video systems—to keep the kids occupied—tended to be a main focus for female shoppers. “Now, a lot of the women in our area, who grew up on 90s hip-hop, [are coming in looking for] subwoofers. They want an audio system.”
While raising awareness of category offerings and vehicle customization, Bowman and Lindsley recommended updating any aged-out displays. If a shop
is able to work with vinyl and create decals, they can use that to their advantage: For example, someone might need new lettering for their boat. “You’ve become that person’s everything.”
#5: CONSIDER COLLABORATING WITH OTHER LOCAL BUSINESSES
Financial burden during expansion is often a concern, but Lindsley said a business can start small. Partnering with other local businesses can offer a way in. Titan Motoring has its own alignment rack, for example, but if a business doesn’t have one, Lindsley and Bowman suggested partnering with a local repair shop. “People won’t get an alignment if you tell them to go do it, so you’ll need to do it or partner with someone who does.”
Titan started most of the store’s categories through sub-contractors, he said. “We sold PPF through a sub-contractor and started building that business until we became known for it. Then we hired someone in-house to handle it. You can ease into it without a big financial investment.”
Additionally, he said, “Wheel Pros will mount, balance and install sensors for
you. I don’t like to jump off a cliff. It’s been a good solution to get into these things with a low budget.”
When not having a vehicle lift is a concern, Lindsley said it’s possible to install them without a lift. “Dan used to go to get the floor jack,” he added. “If you’re getting into a category you’re unfamiliar with, call the vendors because they’ll help set you up with the right deals and equipment.”
Today, Titan Motoring offers everything in-house. Lindsley and Bowman have observed reduced spending in 12-volt categories. They cited someone they knew who spent $6,000-$8,000 on ceramic coating and PPF. “If he’s already spent the vast majority [of his budget] on that, $4,000-$5,000 won’t go far in a high-end European sedan. The U.S. automotive wraps and film market is valuable.” This category, they noted, is expected to grow, while less growth is expected in the mobile electronics sector.
“If you don’t have a clean space or the time to do it, consider collaborating with a nearby store and outsourcing,” Bowman said. “The same thing goes for window tint. Usually, the first car you
tint off of a roll pays for the entire roll. As long as you’re not wasting film, you can get a number of cars out of the roll.” This makes for a good profit margin, he added. Lindsley said clients will request clear, high-end film for UV protection. “They don’t want it dark. They want to protect their skin. It looks exactly the same when it’s done.”
To some, business in the mobile electronics industry is down, according to Bowman. “When I talk to other shops at the end of the year, I hear that most people finished either a little bit down or they’re flat. We managed to finish just a little bit up.” The year, he said, has been unusual. He added that people tend to spend less money around presidential elections. Some high-earners owe more in taxes and, as a result, will spend less on vehicle customization.
“Some shops are closing,” Bowman said. “But it’s not because they don’t have room for one more vehicle in their schedules. What does it cost to acquire and retain a customer? Keep them happy and keep them in the store.”
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
MAKING THE MOST
The upgrade on this 2011 Mini Cooper S makes the most of limited space, creating a system that’s both stylish and functional.
SUBMITTED BY: NICHOLAS FRAZIER, INNOVATIVE CONCEPTS, WILBRAHAM, MASS.
A client came to iNNovative Concepts with this 2011 Mini Cooper S. According to owner Nicholas Frazier, one of the project goals was to upgrade the audio system, including the head unit, without losing too much space in the vehicle. The vehicle—which already offered very limited space to work with—came equipped with a factory audio system, but the system had no navigation, no amplifier and no factory subwoofer.
“For the head unit, the client wanted modern features including CarPlay / Android Auto and a backup camera,” Frazier said. “For the audio system, the goal was to utilize all factory mounting points, sourcing the factory A-pillars for a full three-way system up front, and build the amplifiers and subwoofer into
the floor in a false-floor configuration.”
This included a cover so the car could still be used for transporting groceries.
“The vehicle was also equipped with a nice, checkered pattern throughout and factory color-changing ambient lighting, which was controlled by a switch in the overhead console.”
Frazier aimed to include these stylistic points when designing and building the trunk. He also incorporated a full sound treatment. “I fiber-glassed a base tub in the floor of the trunk. The floor on each side of the subwoofer is part of the enclosure, so I used threaded inserts to create removable amplifier mounting brackets. The center of the enclosure was raised up, adding a little more airspace and leaving it flush with the top
of the amplifiers for the beauty panel.” He also endeavored to make the beauty panel match the checkered look of the dash using the shop’s laser. The system lighting—both color and intensity—is controlled via the factory switch.
“I added an etched Mini logo that I modified, as well as the shop’s logo. Each are small so as not to take away from the overall design.”
Additionally, the client requested a security system and remote start. “It’s a manual car, so it wasn’t the easiest, but my experience in remote start systems made it easier to accomplish,” he said, adding that the job consisted of multiple components which made mounting the parts challenging due to the lack of space.
FROM THE PRESIDENT LET’S START THE NEW YEAR LOOKING FORWARD TO NEW OPPORTUNITIES
It’s time for reflection and a renewed plan your future
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Regardless of the past, the future is now firmly in front of us. It always is!
The calendar has changed to 2025, leaving 2024 in the review mirror. We can learn a lot from the past, or we can regret it. It’s all based on the decisions we make as we move forward. What we cannot do is change the past. Each year, as the calendar shows January first, we should take stock and reflect on the past. We have a responsibility to yourself and others to review both our successes and failures. Carefully analyzing the factors that influenced both. We can look forward to resolutions for a New Year that will hopefully make the coming year better for you and those in your charge. Regardless of the past, the future is now firmly in front of us. It always is!
Review of your Business
To get started, I recommend objectively reviewing your business first. List the positives and negatives. You should also take time to review your suppliers. Look at each of them objectively and know that they too may have their own issues to reflect upon.
Many of your suppliers experienced challenges for things within and well beyond their control. Look at what they did, that was within their control. Reward those who truly treat you as a business partner and treat them the same way.
I also recommend doing a separate review of those on your team. Make sure that you do not excuse bad behavior but also make sure you consider the additional stress which may have had an adverse effect on their performance. Also, look for great examples of those who stepped up despite the circumstances. Make sure to review these points with them both individually and as a team. Look for teachable moments that will serve to strengthen your team and your business.
Lastly, turn the spotlight on yourself. This will either be easy or can be a daunting task. I suggest eliciting feedback from your team during their review time. Depending on how you ask, you may be able to get some key insights that will help you with your own evaluation. As you praise your accomplishments and those of your team, apply constructive criticism to any failures, as well.
Create a Plan for the Coming Year
With the information you gathered from your review, start outlining what you could do this year
to make your business better. List your failures first and then offer a suggestion for each that feel you should have done, or will do in the future, knowing what you know now. Lessons learned should serve you well as you formulate a plan forward. Then take some time to review successes. What did you do right and how can you expand on those successes in the future?
Lastly, I would challenge you to review all of this against your current mission and goals to see if it might be time to shift based on your newly acquired wisdom. Once complete, share your findings with your team and others in the industry as both can benefit from your experience.
This exercise will allow true reflection and set you up for greater confidence to make this year the best year ever.
Start the Year off Learning
Writing seems like a lost art these days, but there is something great about putting your plan to paper. A written plan is something that can be posted in an area that allows you and your team to remember and review every time you glance at it. It keeps it top of mind. If you are going to achieve anything great, a plan to get there and markers along the way will provide a constant reminder of a plan that was created with reflection and careful thought. To finish, write out what success looks like when you achieve your goal. It is important to know when you meet or exceed the challenge. When you do, make sure you share it!
Share Your Experience
Hearing success stories from retailers that attend KnowledgeFest drives us to expand opportunities for learning. That’s why we made the decision to have more education opportunities at every event. This opens opportunities for every employee of a specialty retailer to connect with others, learn new things and network with both new and existing vendors. Don’t miss our celebration at the Las Vegas event starting January 31, 2025. Make an investment in yourself and your business to learn, connect and grow both professionally and personally. I hope to see you there!
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