IT TAKES TIME
INSTALLER OF THE YEAR NICHOLAS FRAZIER DISCUSSES EXPANDING HIS SKILLSETS, ADVISING INDUSTRY PROFESSIONALS TO EMBRACE NEW TECHNOLOGIES IN A CONTINUALLY CHANGING WORLD.
SHIFT THE MINDSET
Kevin Hallinan talks sales strategy at KnowledgeFest Las Vegas.
INSTALLS
A Tesla Cybertruck gets a full Heise lighting upgrade.
FEATURES
12// Whats Happening: The Retailer’s Toolkit
What’s your support system? Business owners share how Mobile Electronics Association membership has helped provide tools and resources for continuing growth.
22// Installer of the Year: One of a Kind
While continuing to hone his skillset, Installer of the Year Nicholas Frazier leans into automation, using 3D printing to create bespoke pieces for custom builds.
42// Model Mentor: “Embrace Education...Or Find a New Job”
Looking back on the beginnings of his career, Jim Rogers recalled the mentors who’ve inspired him to pay it forward and share his knowledge.
46// Strategy and Tactics: Simplicity as the Key to Sales
Brian McKittrick shared his sales strategies for the second time at KnowledgeFest, this time in Las Vegas.
Learning new technologies such as Fusion 360 has allowed Installer of the Year Nicholas Frazier to further hone his creative skills while making one-of-a-kind pieces for custom builds. He advises other industry professionals to take the time to expand their knowledge and skillsets, saying, “You’re never too old to learn something new.”
LX-Series 4-Channel/Multi-Channel Amplifiers
Now Shipping
FIT+ Technology, Accepting Lowand High-Level Signals Up to 40V, with Full Differential Inputs Created to Eliminate Noise
LX REMOTE CONTROL (LXRC w/ LX.7 and LX.5)
• Included with LX.7 and LX.5 Amplifiers featuring Sub Channel
Three Multi-Channel Amps, Two with 1-Ohm Stable Sub Channel
12v and DC-Offset TurnOn Modes and a Bevy of Protections for Thermal, Circuit, and Voltage
LX CONTROL CENTER (LXCC)
•Included with All Three LX Multi-Channel Amplifiers
• KICKER’s Flagship Multi-Channel Amps Featuring up to 1500 Dynamic Watts
• Engineered Completely In-House by KICKER R&D
EDITOR’SFORUMROSASOPHIA• EDITOR-IN-CHIEF
LEAD WITH COMPASSION
First of all, listen. Show your customer you care.
I’d like to share a story with you. I’m often visited by door-to-door salespeople who show up on motorized skateboards, reminiscent of Marty McFly’s hoverboard in Back to the Future Part II. The young man might say, “A lot of your neighbors are switching to solar panels,” and then he’ll show me photos on his phone of other people’s bills, claiming this is what people are paying down the street from me. He’ll flip through the photographs and I’ll take in very little—a thumb holding the paper, the electric company’s insignia, a jumble of numbers.
Once, I told a salesman about a loose chicken running around my neighborhood, and how much I wanted to adopt it. Probably in the hopes of making a sale, he carried it under his arm all the way to my house and deposited the hen in my backyard. Chloe became my mother’s best friend and devoted gardening partner.
But the last time a salesperson stopped by, I was about to take my mother to the emergency room. When I told him so, he didn’t appear to notice. He stared at his phone, failed to make eye contact, and said, “All right, have a good day,” then turned and walked away. I stared after him in disbelief, shaking my head. “He didn’t even listen,” I said to myself.
needs and why. What brought them in? Instead of just selling a head unit and speakers, for example, a salesperson should endeavor to find out what’s troubling them. Maybe it’s a missing feature, such as a lack of Apple CarPlay. Or maybe the sound isn’t to their liking. Regardless of the issue, a salesperson should try to uncover the individual’s problem or pain point. Not only will it increase the client’s level of trust in the business and the salesperson, but it will also help to ensure the client is satisfied, which can lead to increased referrals and perhaps a lifelong customer. The door-to-door salespeople who’ve visited my house have done exactly zero of these things.
An essential part of building trust is learning to listen. Through active listening, we can learn to understand what the client needs and why.
LEARN THE RIGHT WAY TO SELL THROUGH LISTENING
Listening demonstrates caring. In this month’s Strategy and Tactics column, Kevin Hallinan encourages people to “sit down and have a conversation” and “find out if it makes sense to do business.” As we’ve heard many times, people want to do business with those they know, like and trust. An essential part of building trust is learning to listen. Through active listening, we will come to understand what the client
CARRYING THE CONVERSATION WITH COMPASSION
Many business owners I interview tell me they opened their doors because they felt they could do better. Jim Rogers of Audio Innovations observed a lacking in customer service at other shops and felt he could provide a better experience. He shares his perspective in this month’s What’s Happening feature. Only once— when observing bad sales practices—have I actually spoken up and said, “You know, I think you’re going about this the wrong way.” Most of the time, though, it only occurs to me later what I could’ve said or should’ve said.
My bad experiences make me grateful I know so many people who care, people who want to do better. If I could say one thing to that door-to-door salesman, it would be, “Learn to do better, listen and be compassionate.” A salesperson who’s blatantly self-serving will only do harm. And, I might also say, “I’ll only talk to you if you bring me another pet chicken.” Maybe. We’ll see.
MODERN TECH. LEGENDARY RIDE.
Meet the V2 Advanced Plug-n-Play Headunit from Motorcycle Audio — the ultimate upgrade for 2014–2023 Harley-Davidson® Touring Motorcycles.
Built for the long haul and engineered for the modern road — the V2 seamlessly integrates into your Harley-Davidson Touring bike with a factory-style fit and true plug-n-play installation.
Featuring:
- Wireless Apple CarPlay® & Android Auto®
- iDataLink® Maestro® RR & RR2 Compatible - 8” HD Widescreen LCD w/ Ultra Bright Backlight - SiriusXM SXV300 Ready (Sold Separately)
- GPS Navigation Powered by iGo Primo® - Wireless Headset Integration - Ralley ModeTM Wireless Music Broadcasting - 5V No-Clip RCA Outputs
Premium Speakers, Subwoofers and Amplifiers for Select Harley Davidson® Motorcycles. Scan the QR code, or visit www.MotorcycleAudio.com for to view our full product line and more!
INVEST IN THE TEAM
Industry
professionals share how
careful
planning
and cultivating a positive culture will help to grow a business.
“When starting a new project, think through the process, come up with a plan and execute that plan. There may be times where you need to pivot slightly due to unforeseen challenges that come up along the way, but the plan is still being accomplished. Design, engineer, fabricate!”
- T.J. Carlson, Musicar Northwest, Portland, Ore.
“In a time frame of five years, I lost many employees early on due to the fact that I didn’t know how to adequately run a business and how to create an environment that would make employees happy. What I ended up doing differently was changing the environment and store culture at traffic jams. I started to empower, trust and relinquish responsibilities to others, allowing them to flourish on behalf of the company. I decided to listen to the needs and wants of my employees which resulted in many new talented individuals joining the company. Today, I have one of the best teams in our industry because of the camaraderie and happiness we all bring to Traffic Jams. My advice to others would
be to invest in your employees, invest in your business and the rewards of those investments will be fruitful.”
- Yamil Widy, Traffic Jams Motorsports, Buford, Ga.
“Early on we tried to emula te our competitors’ business practices, make small improvements and implement those things into our own way of doing things. We also sought to find people who had extensive industry experience, thinking it would be easier than having to train people from scratch. What we learned is that this had a tendency to backfire and more typically those business practices and individuals were antiquated and the bad habits the y adopted early in their career persisted into our new environment. It was far more beneficial to cultivate a culture of innovation and adaptability within our team. Training our own staff from scratch, while initially more challenging, led to fresh perspectives and a more cohesive approach to our business.”
- John Mueller, CEO, Laketown Speed and Sound, Draper, Utah
The Mobile Electronics Association reports specialty retailer performance for the first quarter of 2025 as compared to 2024. Here are the findings.
(Q1)
Key Observations
• The average dollars per transaction decreased 2% from Q1 2025 to Q1 2024. • The average transactions per store decreased 27% from Q1 2025 to Q1 2024.
WHAT TO READ
Buy Back Your Time: Get Unstuck, Reclaim Your Freedom, and Build Your Empire
BY DAN MARTELL
Time is a precious commodity. How you use your free time will make or break your success. It’s not about working harder or finding more time to do the work. It’s about designing the freedom to engage in the high-value work that brings you energy and fulfillment. Dan Martell founded, scaled and successfully exited three technology companies within a 10-year period. In 2012, he was named Canada’s top angel investor, having invested in more than 50 start-ups, such as Intercom, Udemy and Unbounce. In 2016, Martell founded the SaaS Academy and grew it to become one of the largest coaching companies in the world. He’s also an Ironman athlete and philanthropist. In his first book, Buy Back Your Time, he teaches entrepreneurs how to scale their business before burning out. Reading this book will help you learn the secrets to working less and playing more and also how to invest your newfound time wisely—both at work and at home.
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.
WHAT TO READ
Fool Me Once: Scams, Stories, and Secrets from the Trillion-Dollar Fraud Industry
BY KELLY RICHMOND POPE
Have you ever wondered why Bernie Madoff thought he could steal his clients’ money? Or why investors were so easily duped by Elizabeth Holmes? No one ever thinks they’re going to be taken in by a scam, but it happens all of the time. In this book, forensic accounting expert and documentarian Kelly Richmond Pope serves up a compelling look at the perpetrators, victims and whistleblowers behind financial crimes. Fraud is everywhere. Pope encourages us to look at our own motivations in the hope that we can protect ourselves and our companies. With fascinating stories and insightful analysis, Fool Me Once will open your eyes and challenge your thinking. And it will help you understand a phenomenon that most of us fail to grasp—until it’s too late.
WHAT TO READ
It Ain’t Rocket Surgery: 21 Simple Tips that will Take Your Sales to the Moon!
BY BRIAN MCKITTRICK
Brian McKittrick is a recent presenter at KnowledgeFest. He has taught at both KnowledgeFest Dallas this past year, and KnowledgeFest Las Vegas. His book is intended to give all sales professionals techniques and strategies they can use today, in order to make a positive impact on their businesses. According to the book description, “Whether you are a fantastic relationship builder that grows a book of residual clients, or you are in a transactional business model that is mostly single item sales, this book will give you pieces to add to your sales arsenal that can be implemented immediately.”
THE RETAILER’S TOOL KIT
What’s your support system? Business owners share how Mobile Electronics Association membership has helped provide tools and resources for continuing growth.
WORDS BY ROSA SOPHIA
Norcross, Ga.-based SK Customs opened its doors in 2008, according to owner Shahe Akyan, who said the business has five employees including himself. “We do pretty much everything from high-end car audio to lift kits, truck accessories, window tinting, PPF, remote starts and alarms,” he said, adding that he’s noticed a recent trend—an increase in customers requesting antitheft solutions. In the past, clients sought
remote starts. “Now, it’s more on the security side. Car audio has been pretty steady for us,” Akyan said, adding that they’ve yet to see a decline in the category.
Conversely, Jim Rogers—owner of Conway, Ark.-based Audio Innovations— said that the year started slow for his shop. Rogers also assists ORCA with tech support calls, and he said he’s had more and more business owners tell him know that their audio category is down. He said he hopes the slowdown is temporary.
“We have a very good customer who collects high-end Porsches and we’ve done full audio and built-in radar for every one of them,” Rogers said. “He’s the reason we didn’t have a bad year last year.” Audio Innovations is involved in the local car show scene, he added. “We’ve picked up a lot of hot rod builds, and that’s how we got our Porsche customer, by going to one of the nightly cruise-ins.”
The shop consists of just Rogers and technician Jason Grubbs. The two men balance sales and installation responsibilities. Rogers feels driven to offer a higher level of customer service— something he’s seen lacking at other businesses. “It doesn’t matter what brands we have. If our service isn’t topnotch, it’s pointless,” he said.
Both Akyan and Rogers agreed that industry events such as KnowledgeFest helped them expand their businesses.
“KnowledgeFest opened my eyes,” Akyan said, adding that many of his ideas came from attending shows and networking with other store owners and managers.
INDUSTRY EVENTS PROVIDE “LIFECHANGING” EDUCATION
Rogers first started attending KnowledgeFest in 2011 when Solomon Daniels—then editor-in-chief of Mobile Electronics magazine—encouraged him to enter a contest to win a trip to KnowledgeFest Dallas. Rogers won, and at the show, he became reacquainted with Nick Wingate of ORCA. “He’s been a big influence on me ever since then. I realized how much I was missing by not attending.”
He recalled a class on store presentation and said, “When you walk in, does your store look presentable? There are little things you don’t look at every day. When you come in and unlock the door, take a picture of the store and look at it the way a customer does. Get a different perspective.”
Rogers also noted that learning about processes in sales, installation and fabrication through KnowledgeFest classes has been “life-changing” for him. His co-worker, he said, has also attended and, each time, returns to the shop excited and motivated to do more.
Akyan said networking at industry events is “huge for growth potential.” He recalled attending a past event where he met representatives from Shop Monkey on the show floor. After learning about the software, he implemented it back
at SK Customs, noting that it changed everything. “I probably wouldn’t have entertained it at all unless I’d heard about other shops using it,” he said, adding that Shop Monkey has vastly increased efficiency and productivity at his store. “Being able to communicate with customers via text messaging using the program was like a godsend for us.”
Akyan and his team have also aimed to make it easier for customers to book and pay for a job online. “We created a landing page with different links. This was one of the biggest changes for me this year. It’s kind of like an online showroom. The customer is able to inquire through a link so they don’t have to come into the store. Everything is done virtually.” The shop provides plenty of information to assist the customer in making a decision, he added.
“If someone calls about a remote start or an alarm, for example, we can send them a link to explain a particular product. The link breaks everything down, explaining the remotes we carry in-store.” Then, a potential client can request a quote. Akyan feels this is the direction in which the world is going. While most shops still encourage people to stop by in person, he said a lot of people aren’t interested in interacting anymore. “I think the more we adapt to that, the more success we’ll have. Since we adopted this approach, we’ve closed so many more sales.”
He chose to implement the landing page after putting himself in someone else’s shoes, he said. “I don’t have the ability to come in. I work all week, but I’m really interested in getting a remote
start installed in my vehicle.” Being able to book the job online saves a client a lot of time, he noted, adding, “You’ve got to help them out.”
SK Customs is also working on a showroom remodel, with the aim of creating a more high-end appeal. In the coming year, Akyan hopes to improve the look of the business and close more sales.
He advised retailers to be willing to try new things and encouraged stores to give virtual sales a try. “If I call another shop and they’re more willing to give me more information in a virtual capacity, I’ll probably end up going with them, instead,” he said of a customer’s likely mindset. “Make it easier on them.”
Akyan agreed things are changing, but at his shop, Apple CarPlay and Android Auto remain top requests. “It’s
still big because a lot of people still drive older vehicles,” he said, adding that the newly applied tariffs may also encourage people to buy used instead of new cars. “CarPlay is actually one of our biggest service requests.”
TAKING ADVANTAGE OF MEA MEMBERSHIP BENEFITS
Recently, Mobile Electronics Association partnered with RealTruck to encourage retailers to offer truck accessories, thereby opening a new revenue stream. While Rogers has declined to expand into truck accessories due to numerous truck accessory shops within a five-mile radius, Audio Innovations is “probably the only specialty electronics shop that’s focused on strictly car audio electronics” in the surrounding area.
Rogers recalled encouraging other salespeople to attend KnowledgeFest. One salesperson, he said, wandered the show floor and returned to Rogers, saying, “‘I’m in trouble.’ I said, ‘Why?’ He said, ‘I thought I knew this. I don’t know anything.’ He filled a whole notebook with notes during his classes. The education is invaluable, along with the networking and friendships. If you get stuck, you’ve met someone who might’ve experienced the same thing, someone you can call. To me, that’s as important as the classes. The membership to MEA pays for itself.”
He also encouraged members to take advantage of benefits. Rogers is currently investigating insurance available through Mobile Electronics Association. Through his research, he said he’s learned members are able to save a lot by going through MEA.
“Insurance is one of our biggest expenses,” he said, describing a situation in which an improperly installed rear window on a Porsche shattered at the edge when someone leaned on it. “I think it was just a bad window,” he explained. “It’s just one of those things. I’ve called the auto glass company and we let the customer know. The customer is very laid-back and he’s really a blessing.”
He added that he’s been learning more about membership benefits by
Shahe Akyan recently instituted Shop Monkey at SK Customs after meeting representatives at KnowledgeFest. He said the software has vastly increased his business’s productivity.
attending weekly MEA Zoom calls. Mobile Electronics Association, he added, offers numerous discounts.
“There are shipping incentives. There are programs where we can purchase batteries for resale. There are a ton of benefits I wasn’t even aware of, and I’ve been a member for the last five years.”
About two and a half years ago, the Audio Innovations showroom was remodeled and modernized. Rogers said they’ve slowly been revamping the installation bay and incorporating more technology to increase efficiency. A lot of work still needs to be done in the shop.
“We want to make it more client-friendly and presentable,” he said. “Even though it’s just the two of us, we’ve cranked out a huge volume in the last three or four years. Ever since we opened, we’ve had double-digit growth every year.”
Rogers hopes to see the growth continue, but also acknowledged the importance of having a safety net to protect the business during hard times. “If
Imagine stepping into your vehicle, greeted by warmth on a chilly morning or a cool breeze on a hot day - All controlled using the phone in your pocket. VIPER SMARTSTART, it’s that easy!
Explore more at viper.com/smartstart
OVER 1 MILLION VEHICLES WILL BE STOLEN THIS YEAR. Don’t be a statistic.
Protect your investment with VIPER, the world’s best-selling vehicle security and remote start brand. Our state-of-the-art technology puts YOU in control, ensuring your vehicle stays safe and secure from thieves.
Explore more at viper.com
we pick up enough, I’d like to hire someone else,” he said, adding that a new employee could be a salesperson, “so Jason and I can focus on the builds.”
Akyan said he’s working on getting himself and his team MECP certified, using the discount code provided by MEA through member benefits. “I want to improve my standards and knowledge of the industry,” he said, adding, “Things change all the time, so it’s really important to keep up to date on new technology. So far, it’s a work in progress.”
SK Customs is largely a one-stop shop, the most recent category addition being lift kits. “We’ve been doing it for a couple of years now. The biggest challenge was finding the right technician.” Located in an affluent area, Akyan said the shop carries brands
such as Focal and Mosconi. They also carry entry-level products from brands like Alpine and Kicker.
Akyan anticipates CarPlay will remain just as popular, but other than that, he’s not sure how things will play out in the future. “Factory OEM audio is never going to be as good as the aftermarket. We have brand new cars coming to us right from the dealership.” For this reason, Akyan feels that well-rounded mobile electronics businesses will always remain relevant.
SK Customs aims to offer a variety of categories to meet customer demand and increase the longevity of the business. “It’s going to be challenging,” he said, adding, “But every time a challenge comes up, we figure out a way to overcome it.”
Jim Rogers of Audio Innovations in Conway, Ark. encouraged other business owners to explore MEA member benefits.
ONE OF A KIND
While continuing to hone his skillset, Installer of the Year Nicholas Frazier leans into automation, using 3D printing to create bespoke pieces for custom builds.
WORDS BY ROSA SOPHIA
Installer of the Year
This year at KnowledgeFest Las Vegas, Nicholas Frazier of iNNovative Concepts in Wilbraham, Mass. took to the stage to accept the Installer of the Year award. Frazier, who holds a degree in law, no longer practices but uses his knowledge to inform his business in terms of safety, liability and quality control. His wife, Tiffany, heads up marketing for their small business.
Both Frazier and iNNovative Concepts have grown a lot over the years—shifting locations, expanding and honing skillsets. Today, Frazier handles design, fabrication and sales, while Tim Langevin serves as the shop’s dedicated technician. (Frazier and Langevin are pictured at the top of page 30 with Frazier’s dogs.)
When it comes to keeping himself accountable while working with Langevin, Frazier said, “You have to think
of the other people you’re working with. It’s not fair to him if he has to pick up after me. It’s important to be cognizant of your fellow employees and respectful to ensure everything is equal. It’s always a work in progress.”
The business sticks mainly to car audio and electronics, Frazier said, adding that they also install remote starts, heated seats and other related products. Before getting involved in
something, he said, he likes to ensure he can do it well first.
“If I can’t learn to be great at it, then it’s not something I want to dive into. Right now, I don’t see the need to bring in any additional categories. But, things can change. The industry can change— and at that point, who knows.”
HONING CREATIVE SKILLSETS WHILE LEANING INTO AUTOMATION
Mobile Electronics magazine featured iNNovative Concepts in its Real World Retail cover feature in September of 2022. At the time, Frazier said the shop was booked out about a month to two
months. Today, he thinks it’s remained about the same—though nothing really feels different to him.
“It’s easy to go back to doing what you love,” he added. “The recognition [of the award] is nice, but my goal is always to provide the best possible service and installation that I possibly can, and to always be better than I was yesterday.”
The business has made improvements to both the installation bay and the showroom. “We revamped our main display with a new display from AudioStak, and we also revamped one of our demo vehicles. I’m currently working on finishing our ‘Reference’ demo vehicle, part of which is being made possible by some of our installation-based improvements,” Frazier explained, adding that improvements include full 3D capabilities and a Peel 3 3D scanner.
The shop is able to make things like speaker adapters without having to worry that someone might not have the specific part in stock. “We can make vehicle-specific mounting solutions on the spot, or amplifier brackets so we can utilize factory mounting points.”
Automation has allowed Frazier and Langevin to focus on other tasks,
As he aims to finish the build on his own vehicle, a 2019 Volkswagen Golf R, Frazier said the shop’s 3D printing capabilities have assisted him in bringing his vision to life.
Installer
increasing efficiency and decreasing build time with the same or better results.
“I’ve also opted for more bespoke solutions for each vehicle,” he said, noting that speaker adapters available for purchase from other companies are often universal. “Depending on the speaker depth or other factors, they might not fit the best without doing some kind of modifications in the car. We can make the adapter knowing where it will be installed and ensure it will have the best level of performance.”
Frazier said iNNovative Concepts is always looking for ways to be more efficient and to provide a better service and end-result to clients.
“We’ve aimed to improve our solutions and implementation of these solutions
using emerging technologies in automation.” Frazier noted that he embraces any opportunity to improve his skills, adding, “This is just the beginning, but I’m looking forward to learning more. As I learn and grow, I’ve been reaching the size limitations of some of the printers I’m working with.”
Frazier’s also been teaching himself Fusion 360, which he said has been quite a challenge. ORCA Design became a great source of support. The company ran a promo, he said. “If you bought a certain amount, they gave you a printer. That jump-started the learning process for me.”
When it came to Fusion 360, though, “I felt dumb. It feels overwhelming because of the learning curve. I asked myself, ‘Is this
because I’m getting older? Am I not able to learn new things as easily?’ I know a lot of people have felt the same with CAD. I just had to get familiar with the interface.”
While he felt very discouraged at first, he said he stuck with it, determined to figure it out. “I tinkered with it before I had 3D printers. I wanted to make sure I could do it before I invested.” Although Frazier faced uncertainties and questioned his ability to learn Fusion 360, he noted that technology’s always evolving, “and I don’t think you’re ever too old to learn something. You just have to invest the time to do it.”
Often, he said, this means dedicating time outside the workday to intentional practice. “You can’t pick
it up working the same nine-to-five hours you’re used to. You’re not going to grow that way. It does require time and some monetary investment.”
Frazier said the time he invested helped to push him through the initial sense of discouragement. “I think everyone has that same feeling. You have to go to these industry events and put in the time after the fact,” he said, adding, “For those afraid to start Fusion 360 or if you’re currently struggling, stick with it and focus on learning the interface. Try making small, simple items that you actually need and build from there. I am by no means an expert, but your understanding and abilities will begin to grow exponentially.”
Nicholas Frazier utilizes his background in law to help refine his business, while his wife, Tiffany, handles marketing for the iNNovative Concepts.
Installer
KEEPING BEST PRACTICES AT THE FOREFRONT
When it comes to balancing business management as well as working on the installation side, Frazier said he often puts in the work after-hours in order to hone his skills.
“I am certainly a better technician than I am a business owner,” he said, adding, “but I feel as though my skills and knowledge as a technician have translated well to the sales floor. One of the hardest things I had to overcome was not charging appropriately to do a certain vehicle or build because I felt personally excited to do it, so I sold myself short.”
Frazier hasn’t always owned his own shop; he got his start in the industry at a big box store. “Being in the back, there were many times when the salesperson
didn’t know the particulars of a vehicle or the solutions they were trying to sell. Sometimes a situation would arise and the solution the customer was sold wasn’t necessarily what he thought he was getting. When I started, I wanted congruency between the sales floor and the bay.”
Having installation knowledge allows for a smoother discussion on the sales floor, he added.
“We don’t want to come into a scenario where the customer thinks one thing and it’s not something that’s possible with the product they were sold,” he said.
The goal is to make any install look “as factory as possible,” according to Frazier, who noted that 3D printing technology helps them to accomplish this. “We want to maintain the integrity of the client’s vehicle.” After all, he said, “Cars are probably the second highest
investment that people make, and they deserve our respect while we’re working on them.”
In order for the industry to continue growing, Frazier said, “We almost have to rewind. We have a lot of very technical things that we deal with—especially if you’re doing laser, CNC, 3D printing. But the core of what we do every day is trying to make cars sound better. Cars are getting more complex, so we have to have an understanding of how audio works and how to integrate into cars. We have to know the best practices, and part of that comes with the desire of wanting to know, too.”
Frazier’s aiming to finish his own vehicle, a 2019 Volkswagen Golf R. He said the build consists of radar and laser countermeasures, an alarm and remote start and a reference audio system
“You’re never too old to learn something. You just have to invest the time to do it.”
featuring Focal Utopia M drivers powered by Mosconi processing and amplification, with an OEM-plus finish. “We’re able to leverage our 3D scanner from Peel and 3D printing, so it’s really coming out exactly how I imagined,” he said.
When it comes to work-life balance, Frazier said it’s improved a bit for him. “It’s not easy hanging your own shingle,” he said. “It takes a lot of time and dedication, and it’s stressful. But recentering and focusing on what needs to get done and working on the processes to efficiently complete those tasks makes a big difference.”
In that spirit, he recently and taught a couple of classes at the MasterTech Expo on the “Art of Enclosure Design.” Frazier will also be providing “Tips from the Top” at KnowledgeFest in Atlantic City this coming June.
He encouraged colleagues to embrace change, stating, “Without it, you cannot grow. Our industry is evolving as technologies become more readily available to everyday shops, not just large manufacturers.”
Therefore, he noted, businesses and technicians should learn to use technology to their benefit. “Don’t buy something and let it collect dust in the corner—I’m talking to all my friends with CNCs they use as work benches. Some days will be harder than others. Some clients will be harder than others, but don’t falter, and don’t give up. You’ll make mistakes. Learn from those mistakes. Work on being better than you were yesterday. If you love what you do, you’ll never work a day in your life.”
Put in a little extra time each day to enhance your skills, he said. “Not only will your shop and your clients benefit, but you will, too, not just professionally, but personally and spiritually. If it was easy to do what we do at a high level, everyone would do it. It takes time, effort and some form of sacrifice.”
Regardless of his new designation as Installer of the Year, Frazier said he’s always focused on growing his skillsets. “I’m open to a challenge and open to any opportunity to get better,” he said. “Winning Installer of the Year doesn’t mean I’m done. I’m still going to increase my knowledge. I’m still going to go to KnowledgeFest, MasterTech Expo and other industry events. I’m just going to continue to learn.”
Frazier said he takes pride in working to understand everything from audio to remote start and security to radar and laser. “I’ve always tried to give back and share the knowledge I’ve gained, and offer guidance if I can,” he said. “I’m lucky enough to have been recognized twice by my peers for this by taking home the Trusted Tech honors.” In the future, he aims to continue broadening his horizons. He recognizes within himself an urge to work “every second of every day to get better at what I do,” but it’s also important to have leisure time, to have fun and spend time with loved ones.
“Without that,” he said, “what are we working so hard for?”
New Hire Helps ACT
Audio Expand to Paint Protection Category
WORDS BY ROSA SOPHIA
In late August, Vernon, Conn.-based ACT Audio brought on a new hire—technician Austin Newby. According to shop owner James P. Smith, Newby previously worked at Columbus Car Audio in Columbus, Ohio. Although he was hired at ACT as an installer, Smith said, “He told me, ‘Oh, by the way, I do paint protection.’ We already offer window tinting. We started doing paint protection in August. He’s a tech and he does paint protection when he can.” The business also hopes to incorporate vinyl wrapping into its list of offerings.
Paint protection is growing slowly, Smith said. “It’s not an easy sell because it’s expensive. Dealerships can be tough to get into. We reached out to local body shops.” When a car is involved in an accident and previously had paint protection, he explained, putting it back on is covered under vehicle insurance. “The insurance pays for it. The body shops are our best customers because they aren’t worried about the cost. They just care about the quality. They’ve been very easy for us to work with.” ACT Audio is also trying to sell its paint protection to motorcycle owners.
“We’ve partnered with two body shops so far. This draws business to us, too. Their employees learn about what we do and come here.” Smith explained that it’s all about raising awareness for the shop and letting people know about the services they offer. “We hope to be a complete, one-stop-shop kind of place at the end of the day,” he said, adding, “One thing at a time.”
0% merchant discount rate
Exclusive to MEA members, use Snap at no cost to you.
High approval amounts
Approval amounts range from $300 to $5,000 in lease-to-own financing, helping you increase your average order value.
$21,000
Snap provides more consumers with an accessible financing solution.
Multiple ownership plans
Customers can use Snap's standard 12-18 month lease plan, or save on overall lease costs when they choose to complete their agreement early.3
VERSATILITY AND BENEFITS
Price is an issue when it comes to these top-tier products. Here, mobile electronics salespeople share the strategies they use to explain to clients what they’ll get for their money.
KICKER
48BTCAN65
BLUETOOTH POWER CANS
Submitted by: Kimberly Trainer, Car-Tunes, Inc., Greenville, Miss.
Main Selling Features: “This is a very unique product that is versatile and includes everything you need in the box. Our customers love the way they look and 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: “We point out that the Bluetooth controller, wiring and mounting hardware are all included. Plus, these are self-amplified so there is no added expense. The customer feels satisfied that they’re getting a great deal for a great product.”
ARC AUDIO BLACKBIRD MULTICHANNEL DSP AMPLIFIER WITH IDATALINK AR CAPABILITIES
Submitted by: Dean Beyett, Five Star Car Audio, Clearwater, Fla.
Main Selling Features: “With the 12-volt industry coming off of a slow development cycle, I have been looking for products that show they’re taking steps forward. One such product, though not new, is new to our store. This product offers what I like to call the trifecta of doom or the ability to integrate three ways into a cars factory audio system. Understanding the different uses for this product has helped to increases confidence when interacting with clients and closing more sales. When discussing a future system design with my clients, I assure them that the Blackbird will give us the flexibility to meet their system goals. We can integrate properly, provide plenty of power, and keep the system invisible. As a bonus, it will sound amazing with its almost limitless control of the audio signal.”
Primary Objection: “Some clients are a bit curious about the size of the Blackbird. They find it interesting that an amplifier that small is capable of so much. I explain to them it is designed to be a factory-style amplifier; it is not made to be flashy. The size is for flexibility when choosing installation locations.”
How to Overcome: “In any situation, I find fully understanding the ability of a product is key. We describe to the client in detail how we are going to satisfy their desires using this product. We give examples of issues that may occur and how using this product will help us avoid that. I also talk about how amazing the support staff is behind this product in case the unforeseeable should happen. The people that make this product also use it in their personal lives and they use that experience to make their products the best.”
NAV-TV ZEN AVB-GM 2019-2025 AND UP GM BOSE PRE-AMP
At KnowledgeFest Las Vegas, NAV-TV demonstrated its ZEN AVB-GM pre-amp for 2019 and up GM vehicles. According to the company website, it utilizes the same processing power as NAV-TV’s other ZEN products. The ZEN-AVB produces a completely flat audio output without any factory time delay or equalization, eliminating the need for summing devices, audio correction DSP or the removal of the factory audio compensation microphones.
ZZ2 CARPLAY MODULES
Submitted by: Kimberly Osorto, Traffic Jams Motorsports, Buford, Ga.
Main Selling Features: “The modules allow certain vehicles to be able to have CarPlay or Android Auto on the factory radio. This gives the customer the assurance and the relief of not having to replace the radio for simply wanting an additional feature integrated into the screen with the ability to use all factory buttons or knobs.”
Primary Objection: “Price. Some customers do their research on CarPlay modules that are cheaper, but not as reliable.”
How to Overcome: “One thing I present to the customer is the quality resolution this CarPlay module provides, as well as the quality installation our 12-volt technicians provide.”
AUDISON FORZA DSP AMPLIFIERS
Submitted by: Jeremy “Taco” Patterson
Main Selling Features: “With a feature set that basically sells itself, as long as you’re able to effectively educate the client, and incredible performance, the Forza line makes my job very easy! Plus, I have one in my car for demo purposes, which always helps.”
Primary Objection: Price.
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.”
KICKER PTRTP POWERED DOWN-FIRING ENCLOSURES
Submitted by: Angel Rivera, Jr., Laketown Speed and Sound, Draper, Utah
Main Selling Features: “I’ve sold a ton of the passive downfiring enclosures from Kicker, so since the powered models have come back I’ve sold a large number of those. I believe one of the main parts of the sales pitch on this specific product is the fact that the enclosure down fires. So there is no risk of the subwoofer getting damaged. I’d say that’s the part that hits home is this is a very versatile, “daily” use, kind of subwoofer. I explain to customers this is an ideal setup for SUVs and trucks.”
Primary Objection: “Some of the main objections I receive when pitching these downfiring products are the questionable sound performance. Naturally you would think going to a thinner subwoofer and smaller box would limit your performance but I really 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 hints to do with a subwoofer is hook it up to the display and allow the speaker to sit he taking. Yes I know it’s a display but even giving them that little taste of what the sound performance is form a shallow subwoofer gets them every time.”
IGLA SMART ANTI-THEFT SYSTEM
Submitted by:
Johnny Bouldin, Earmark Car Audio & Tint
Main Selling Features: “The IGLA Alarm is the only product proven to provide protection against automobile theft. The customer can have comfort knowing their vehicle will be right where they left it, be it either at home or out of town.”
Primary Objection: “The price starts at $1,200. Second, customers are concerned about the serviceability of the vehicle after the install.”
How to Overcome: “I describe the value in the price. You won’t have to file an insurance claim and pay a deductible, also your insurance rates won’t go up. Then describe to them the service mode to allow anyone to operate the vehicle when needed.”
At KnowledgeFest Las Vegas, Nemesis Audio displayed its line of powersports and marine audio products.
“EMBRACE EDUCATION… OR FIND A NEW JOB”
Looking back on the beginnings of his career, Jim Rogers recalled the mentors who’ve inspired him to pay it forward and share his knowledge.
WORDS BY JAMIE SORCHER
Jim Rogers remembers a distinct energy in the car audio industry back in 2001. The Fast and the Furious had just come out, and not only was it generating a ton of mainstream interest, but it created an incredible impact on car culture with tuner cars and imports. While already a
decade into his career, Rogers was part of another industry movement with aficionados who had a passion for music and deep knowledge about sound pressure limits (SPL).
Officially, SPL competitions began in 1989, just as Rogers got into car audio. The oldest of four major sanctioning
bodies had just been founded—The International Auto Sound Challenge Association. The organic connections Rogers made from his first part-time job in a car audio shop to becoming an SPL judge have had a lasting impact. He met people who served as mentors and became friends.
Today, Rogers is the owner of Audio Innovations, a 4,000-square-foot shop based in Conway, Ark. “We are coming up on our 10th anniversary, the first of June this year,” he said, taking a moment to give credit to his wife Tammy of 25 years. “I had a little bit of money from an inheritance from my grandfather. It wasn’t a lot, but it was enough. My wife and I decided it was time to take the risk and give it a go.” The decision to buy the shop came from being involved with other businesses which were reluctant to move into the future, Rogers explained.
“They were stuck in old ways. We opened this store mainly because of the lack of customer service locally. I’ve had customer service beat into me after 30-plus years in this business,” he said, adding, “It’s the most important thing. It doesn’t matter what brands you sell. If the service isn’t there, nobody will come.”
Keep Making Connections
Intrigued by car audio early on, Rogers hadn’t considered it a career option—yet, all the signs were there.
“I was taking electronics classes in high school as an elective and the auto mechanics class was right across the hall,” he said. “Because I enjoyed doing the wiring and since I understood it, I was frequently called over to help troubleshoot when the automotive class had problems. At the time, car audio was about to kick off in a big way. I fell in love with the music side of it.”
His love of music would come into play later on. At this point, Rogers started college, but took a break from his studies largely because of the 70-mile commute each way to school.
“I dropped out and school fell by the wayside,” he said. “I was getting more and more involved in the 12-volt industry where it started as a part-time gig on the weekends and evenings and turned into a full-time job.”
The part-time job at Best Choice Custom Sounds in Gainesville, Ga., gave Rogers his first taste of SPL competitions. “I met a lot of folks in the early
days like Mark Fukuda. I was just a kid at the time and didn’t realize I was meeting royalty.” According to Fukuda’s claims, he set SPL world records in all sanctioned events—USAC, IASCA, CAN and Thunder On Wheels, which lasted for six consecutive undefeated years starting in 1990.
“A friend of mine worked at that shop,” Rogers said, adding that he hung out there on weekends. “One day, the owner said to me, ‘Here are my tools. I need you to go do something. We’re short today.’ It snowballed into a job.”
The man responsible for giving Rogers his first break was Tim Maynor. “We are still friends today. He took a 16-year-old kid and gave him a shot.” It was more than that, though: Maynor set a positive example for Rogers and the other employees with his style of teaching and his expectations.
“At the time, Tim was a big Rockford competitor,” Rogers said. “He did all the Rockford schools of the day and was one of the early Rockford Fosgate Technical Training Institute (RTTI) students. In fact, he may have been one of the very first ones, if I remember correctly.”
Maynor taught by demonstrating something and expecting students to learn by watching him. “I still learn that way some days. That’s where it all started. I got my foot in the door and I learned the basics of installing from Tim.”
After a year, Rogers joined HiFi Buys in Atlanta, one of the biggest chains in the southeast at the time, where he learned more advanced techniques and custom skills. At HiFi, he got a chance to work with his good friend Johnny McDonald.
Rogers said his love of sound intensified at HiFi, where he participated in a lot of sound-offs. “HiFi Buys ran an event at least every other weekend at one of their
locations all summer long. I got involved with judging competitions and ended up meeting one of my biggest mentors in terms of learning sound and how to evaluate it—Mr. James Feltenberger.”
This was due in part to great timing, he said: He and Feltenberger were paired up as roommates at the 1995 Spring Break Nationals in Daytona. “James and I both flew into Orlando within a few hours of one another,” he said. “We were asked by the organizers if we could drive over to the event together. The new IASCA reference disc was being released and James, who has an extensive music career, was one of the people who mastered it.”
Feltenberger’s musical accomplishments were impressive, Rogers said, and he also had the distinction of being the first Focal rep in the country. “James and I have been through a lot together over the years, but he’s the one who really started teaching me about the music side of things—not just how to get loud, but what to listen for.”
Rogers remembered sitting in Orlando traffic on a Friday afternoon with Feltenberger. “He put the new disc in and I started learning how to judge,” he said, adding that his friend was also instrumental in helping him expand his circle of contacts. “He introduced me to so many people in this industry, and that’s made a huge difference.”
Attend Trainings and Industry Events
One of Rogers’s greatest influences, he said, is Nick Wingate of ORCA Designs.
“I first met Nick at the 2003 IASCA Finals in Charlotte, the last year I was active in sounds-offs.” It was Rogers’s last show before he left the scene for about eight years, he said.
While that first connection was brief, it was meaningful, yet it wasn’t until 2011 when chance brought Rogers and Wingate back in touch.
Rogers remained in the industry, but wasn’t involved any longer with soundoff competitions. He bounced around different shops, he said, “but I was just
going day by day.” In August of 2011, this changed when Solomon Daniels called him. At the time, he said, the Mobile Electronics Association gave away a trip to KnowledgeFest Dallas, and Rogers won. He noted that he’d never attended before.
“I was at a crossroads,” he said, noting that he’d been considering returning to school to finish his degree. However, returning to KnowledgeFest turned out to be a gamechanger for him. “I ran into people I hadn’t seen in close to 10 years. I got to see what car audio had become, and that’s what got me back in. Then, I ran into Nick Wingate and he remembered me.” Wingate drew him back into competition, he added. “It helped me progress. Nick is a mentor and I talk to him daily.”
Wingate, he said, is also responsible for recruiting Rogers to the ORCA Designs tech support team. There are five people on the team. “We’re spread across the country. We have everything from the Bay Area to Miami covered.” Rogers said he enjoys being able to help people, solve a problem or figure out what they’ve done. “It usually comes down to talking, collaborating and troubleshooting,” he said, adding, “Life is one big puzzle anyway, and this is a chance for me to be a mentor to someone else.”
Don’t Discount Your Significant Other as a Mentor, Rogers Said
Throughout his career, Rogers has made a few moves. He credits his wife, Tammy, for her continual support and encouragement in starting his own business.
After he left his first job at Best Choice Custom Sounds and landed at HiFi Buys, a pending merger with Tweeter became the catalyst for Rogers to make his next change. The merger prompted Rogers and a few of his colleagues at HiFi Buys to leave and their own store back in Gainesville.
“Changes in management led to things running differently from the way we’d been doing it for the past eight years,” he said, adding that the store they started together was called The Toy Store. “We’d had enough of corporate life and thought we knew more than we did. We rented a building with a single bay and had three or four of us working there.” The team did everything from audio to performance, he said, noting that Johnny McDonald became something of a wingman for him.
There were plenty of good times, lots of fun, plus some cool builds, according to Rogers. But after two years, he had to relocate. “My now-wife and I moved to Memphis and ended up getting married six months later. We’ve been together for
25 years,” he said, adding that she’s a great influence on him—a mentor.
“She’s a college professor. That’s the reason a lot of our travels, for her work,” he explained. “Being in car audio and having experience and some good referrals, I could get a job no matter where we lived.”
The couple moved around four or five times before settling in Arkansas about 15 years ago, he said. “And when it came time for me to start my own business about 10 years ago, she was all in.”
Invest in Continued Education
For those who are just getting started—or looking to take their careers to the next level—Rogers advises investing in continued education. He recalled the far-reaching impact of Todd Ramsey, a consultant for MECP for 22 years. “He was a huge supporter of MECP. I wish I’d gotten to know him sooner,” Rogers said, adding, “He loved teaching.”
[Editor’s Note: Learn more about Todd Ramsey and The Todd Ramsey Scholarship Foundation in the February / March 2025 issue of Mobile Electronics magazine, in the What’s Happening Feature.]
Rogers noted there’s no better use of one’s time than learning new things and advancing skills. He recommended MECP and KnowledgeFest, “and any other educational efforts where you invest your time and energy.” Education, he said, “is becoming more and more important as technology advances. You either embrace it or find a new job. I deal with this all the time with phone calls that come into tech support.”
Rogers said he often hears people say, “Well, I never had to do that before,” noting that the industry has moved far beyond simply swapping radios. “You’re stuck learning to integrate out to tie into the Data BUS, or you won’t have any cars you can work on anymore.”
In the last couple of years, Rogers said he’s tried to take Todd Ramsey’s much-admired approach and teach others as much as possible. It’s especially important for young kids interested in making car audio a career, he said, adding, “My goal is to pay forward what he taught me, and what so many others have taught me, as well.”
SELLING THE EXPERIENCE
At KnowledgeFest Las Vegas, Kevin Hallinan of WINNING, Inc. spoke with attendees about the strategies to avoid common pitfalls.
WORDS BY ROSA SOPHIA
A frequent presenter at KnowledgeFest, Kevin Hallinan of WINNING, Inc., shared an important lesson—one which transcends retail, applying to both personal and professional life. “All we can do is manage the next minute,” he said. “We can’t change what happens, but we can change what we do in that minute.” Hallinan often digs into the psychology behind sales, reminding listeners of a client’s pains, “the personal,
compelling emotional reason to do business.” He urged salespeople not to sell from their own wallets. “Work on getting this person to tell you his emotional line. This will—or won’t— cause change. You might say, ‘I love car audio. I could spend all day here.’ But it’s not for you, it’s for the client. So, let’s make sure we figure out what’s important to them, not what’s important to you.”
UNDERSTAND THE CLOSING RATIO
During his presentation, Hallinan discussed with listeners how many sales a shop might need in order to stay profitable. He encouraged business owners and managers to track the closing rate. “Look at the last couple of months. Review how many people you talked to and who you closed,” he said. “Divide one by the other and that’s your closing rate. If you talked to ten people and closed six, then you
have a 60 percent closing rate. How many people do you need to walk in the door or pick up the phone?”
If a shop doesn’t know their closing ratio, Hallinan said it’s safe to say 50 percent, for the sake of planning. “If you need to close two people a day, make sure you’re talking to four.” Checking in with previous or repeat clients is also a good idea, he added, noting, “Can we be more consistent with a multi-channel approach? In other words, can we make some calls, send emails and ask for referrals? If I just ask for referrals, that’s great, but I might also attract people through social media. If I’m only doing social media, I’m leaving out referrals.”
Stores, he said, should have a well-balanced approach, adding, “Track everything—how many times the phone rang, how many of those calls turned into conversations, how many of them turned into appointments. Review your point of sale records. Know your average ticket.”
It’s also important to nurture referral partnerships, according to Hallinan. “An auto glass company might send you leads, and you send them leads.” But, he said, be specific about the kinds of clients you want. “If they send you leads that aren’t that good, coach them a little bit. ‘And by the way, if I send you leads that aren’t what you’re looking for, please tell me and I’ll only send you the ones that fit that criteria.’”
KNOW YOUR OWN BELIEF SYSTEM AND SHIFT THE MINDSET
A business owner’s personal beliefs— what they believe about themselves and what they think they can or can’t accomplish—contribute to the business’s growth or lack thereof. “We are what we believe we are, right?” Hallinan said, challenging attendees to look more deeply at their own level of confidence. “You can’t control some things. If you don’t see yourself as worthy, it changes your approach. You will never earn more than you believe you’re worth.”
If a business owner wants to earn more revenue, he said, “You have to believe you’re worth more. What are you earning now? Think of a number that’s higher
than that, something that makes you uncomfortable to say out loud. That’s the right number. Write it down and say it all the time. Twenty years ago, when I was just learning this stuff, I used to write down every day, ‘On my worst day, I’m the best they’ve ever seen.’” According to Hallinan, this can be a good way of dealing with imposter syndrome. “They’re telling you how good you are and you’re saying, ‘I’m not that good.’ No one will ever charge what they’re worth if they don’t believe they are worth it.”
Hallinan said it’s essential to “stretch your thinking,” to “start thinking bigger and being comfortable having those bigger-number conversations to start selling more. In terms of a mindset, I don’t think you can stretch too much.
“ALL WE CAN DO IS MANAGE THE NEXT MINUTE. WE CAN’T CHANGE WHAT HAPPENS, BUT WE CAN CHANGE WHAT WE DO IN THAT MINUTE.”
Believe you’re worth it.” This takes time and practice, though: “It doesn’t mean you’ll earn it yet.”
When it comes to understanding one’s own belief system, he warned against complacency. “Complacency is a killer,” he said. “Maybe you think you don’t need to make more money. But maybe you don’t need it. Maybe your kids and your grandkids do. We need to create empowering beliefs. When you believe something, it causes you to have judgments and emotions, and it will impact your actions and give you a result that tends to support the original belief.”
An example of a mindset might be, “I can’t charge more in this economy.” The judgment, “I get stressed when people ask me for a discount.” The action, “I give in to the sale.” Through this chain of cause and effect, Hallinan said, the individual will convince themselves they were right about being unable to charge more. Instead, he encouraged industry professionals to develop better belief systems and to cultivate a sense of abundance. To learn more about this topic, he recommended Life Without
Crutches: Finding the motivation, strength and balance to stand on your own by Jon Kowanetz.
EMBRACING MOTIVATION, COMMITMENT, RESPONSIBILITY
A salesperson will stay complacent if their “why” isn’t big enough, according to Hallinan. He also reminded listeners that not everyone is motivated by money. “Maybe it’s what they can do with that money that motivates them,” he said. “If we don’t have a strong desire—a reason to grow—we aren’t going to.”
A person will say they’re highly committed, he added, “but then I ask them about some things they should be doing, and they aren’t doing that. You’re highly committed, but how many networking events are you attending? ‘I went to one. It wasn’t good.’ There’s no such thing as a bad networking event—only a bad networker.”
He encouraged attendees to get into conversations with people they don’t know. Talk about their vehicle. Be curious. One never knows when a conversation like this might turn into a lead. Responsibility, he said, is the opposite
Motorcycle Kit
The SXMKR97 is the smallest and most compact SiriusXM® Satellite Radio motorcycle kit on the market. The Commander Touch system features a beautiful full-color touch screen display controller that allows you to pause and rewind capability SiriusXM® programming. The display controller dimensions are 4.1" W x 1.7" H x .5" D. Perfect for a discrete and clean installation into any motorcycle dash or console.
•Touch Screen Display
•Water Resistant Case
•Hide-away Tuner
•3 Mounting Options
•Universal Audio Adapters
•Advanced SiriusXM®
of making excuses. “Highly successful people commit to things that others don’t or won’t. We then make excuses, but we don’t know we’re making excuses. For example, ‘I can’t change that much in my market.’ When was the last time you changed your labor rate? If you can’t remember, it’s time. Most of the ‘reasons’ we can’t do something tend to be excuses and they’re tied to a mindset, not a reality. How much do you believe you’re going to succeed? My outlook in 1998 was horrible. Today, it’s remarkably different. Life happens, and things weigh us down and negatively impact our outlook.”
If a salesperson isn’t comfortable talking about money, Hallinan said the customer will recognize this discomfort. “When it comes to talking about money, most of us think there’s a line we shouldn’t cross,” he said. Hallinan noted that when it comes to selling techniques, he might suggest asking the customer what they feel they’d be willing to invest, or about the problem or pain that brought them into the store.
“Stop selling head units and start selling experiences. Start solving people’s sound problems, safety problems, paint chipping problems. If they’re concerned about safety, they’re going to buy cameras. If they have a really nice vehicle and they don’t want it to get chipped, what are you going to sell them? Paint protection. Sell to their pain.” A good starting point might be, “Why don’t you ask me some questions and let me do the same? And then we can see if it makes sense to do business today.”
Hallinan said most people will say they aren’t ready to make a decision. “But what decision did I ask them to make? Just to sit down and talk and have a conversation and see if it makes sense. That’s called an upfront contract. You’ll lower their guard and you’ll sound confident.”
Find their problem. What’s brought them in? “Ask what they’re willing to invest,” he said, adding, “and yes, you can guide them a bit before you present the final proposal.”
A LESSON ON JUDGING BY APPEARANCE
At one time, Hallinan recalled, he worked for a company that sold restaurant-quality meat and seafood door-to-door. He knocked on doors in nice neighborhoods, he said, the kinds of places that had campers and side-by-sides in the yard, expensive cars in the driveway. A salesperson wanted to be in those nicer neighborhoods, assuming it always led to a larger sale.
“One day, I knocked on the door of a shack in one of the richest towns in Massachusetts,” he said. “It was really rundown with all kinds of equipment in the yard. It was in a grove of pine trees. It wasn’t even clear at first that there was a house in there. I knew I had to knock on 22 doors. That was the math I figured out. If I knocked on 22 doors, I would sell something.”
Hallinan said a man who looked to be in his 80s answered the door. “It turned out he owned his own company. He was a millionaire. He gave me $900 in cash that day for a freezer full of food.” He could’ve turned around and left at the sight of the property, assuming the man had no more than “two nickels,” he said. But instead, he knocked on the door anyway, adding, “You never know.”
A ROADMAP TO THE FUTURE OF INTEGRATION
JVCKenwood launched Direct Replacement at KnowledgeFest Las Vegas. This new line of products intends to simplify integration, minimizing the need for any modifications.
WORDS BY JOSH BOWEN
The car audio industry is navigating a profound transformation, driven significantly by rapid advancements in automotive technology. Vehicle dashboards have evolved dramatically over the past decade, becoming increasingly integrated, visually appealing, and technologically advanced. These advancements, however, have presented significant challenges to aftermarket dealers and installers, making
traditional receiver installations progressively complex.
With many factory radios deeply integrated into dashboards and intertwined with critical vehicle functions, the aftermarket community has faced significant hurdles when attempting upgrades. Installers frequently encounter scenarios demanding intensive modifications to vehicle dashboards or even relocating the receiver lower in the dashboard, creating
compromises in aesthetics, functionality, and user experience.
Recognizing these modern challenges, JVCKENWOOD developed the Direct Replacement product category, specifically engineered to address the complexities installers face today. Direct Replacement products deliver seamless solutions, matching factory dashboard designs precisely, simplifying the integration of aftermarket receivers into
factory vehicle environments without requiring significant modification.
An Enthusiastic Debut at KnowledgeFest
Direct Replacement officially debuted at KnowledgeFest Las Vegas, garnering exceptional industry enthusiasm. Attendance surpassed expectations dramatically, with the largest available training room filled to capacity, resulting in standing-room-only crowds lining the room’s perimeter. This significant turnout underscored the industry’s urgent need for practical, efficient, and attractive solutions capable of overcoming contemporary installation challenges.
Attendees expressed their enthusiasm clearly, with dealers immediately recognizing the transformative potential of Direct Replacement. As one installer
noted, “This product category fundamentally changes our installation approach. We’ve lost sales in the past due to customer concerns about modifying factory dashboards, but with Direct Replacement, we now have an OEM-quality solution.” Another dealer from the event echoed this sentiment, stating, “Previously, OEM integrations were time-consuming and risky. Now, we’re confident about installations, which greatly impacts our bottom line and customer satisfaction.”
A Revolutionary Installation Philosophy
Direct Replacement represents more than just a new line of products—it embodies a significant philosophical shift in aftermarket installations. Historically, installers relied heavily on
universal solutions, extensive dash kits and complex wiring harnesses. Direct Replacement instead offers precise, vehicle-specific solutions that align perfectly with factory dimensions, connectors, and electronic systems. This dramatically simplifies installations, significantly reduces dealer inventory complexity, and virtually eliminates the need for time-consuming modifications.
Core Features and Technological Innovations
Central to Direct Replacement’s effectiveness is JVCKENWOOD’s strategic partnership with iDatalink Maestro APX. This partnership ensures perfect compatibility with factory systems, including steering wheel controls, climate settings, gauge integration, and advanced vehicle diagnostics. Installers
can confidently promise customers an upgraded receiver experience without sacrificing original functionality.
JVC Direct Replacement receivers uniquely feature advanced gesture touch control, now seamlessly integrated with CarPlay and Android Auto through innovative split-screen technology. This feature allows drivers to safely manage volume, track selections and key functions using simple hand gestures, significantly improving convenience and safety while driving. Premium KENWOOD eXcelon Reference models, like the DAX800XR and DAX1050XR, incorporate fiber optic outputs, providing superior audio quality and meeting the expectations of even the most discerning audiophile customers.
Additionally, all Direct Replacement screens feature full HD resolution, delivering vivid and clear images that significantly improve over the standard factory screens. The 8-inch models retain original vehicle aesthetics, while the larger 10-inch displays enable expanded vehicle coverage, making aftermarket integration accessible to even more consumers.
Immediate and Extensive Vehicle Compatibility
At its launch, Direct Replacement boasts extensive vehicle compatibility, initially covering approximately 50 million vehicles already on the road. This includes historically challenging brands such as Nissan
and Infiniti, among others. By targeting vehicles previously considered problematic or incompatible with aftermarket solutions, Direct Replacement opens new, profitable market opportunities for dealers, allowing them to confidently expand their business.
Special Considerations for Vehicles with Motorized Screens
One of the key advantages of Direct Replacement is its ability to retain motorized screen functionality in vehicles like the Chevrolet Tahoe, Yukon, Suburban, and Corvette. Unlike traditional aftermarket solutions that often require disabling this feature, Direct Replacement ensures that the screen continues to operate just as it did from the factory, preserving access to hidden storage compartments.
This capability is a major advantage for customers who appreciate this functionality, as they can enjoy an upgraded receiver without losing the OEM convenience they’re accustomed to. Dealers should highlight this as a significant selling point, reinforcing that customers are not only maintaining but enhancing their factory experience with a Full HD display and seamless system integration.
Real-World Installation Case: Chevrolet Silverado
A standout example of Direct Replacement’s streamlined approach was showcased during a live installation event conducted by Dean and Fernando from 5 Star Car Stereo. The installation took place on a Chevrolet Silverado, allowing attendees to witness firsthand how seamlessly the receiver chassis fits into the exact placement of the factory receiver.
This demonstration effectively highlighted how Direct Replacement preserves the original look and feel of the dashboard while maintaining full functionality. The 8-inch screen replacement process was executed flawlessly, showcasing how it maintains OEM integrity while ensuring that all factory buttons remain operational. One of the most significant takeaways from this installation was that, upon completion, the customer did not have to relearn how to operate their radio—everything remained familiar.
This retention of OEM usability is made possible through the integration of the iDatalink Maestro APX kit in conjunction with the iDatalink Maestro RR2. These components allow full retention of
factory buttons and functionality, ensuring a seamless transition from the stock system to the upgraded Direct Replacement receiver.
Dealer Feedback and Industry Impact
Josh Bowen, Digital Content and Marketing Manager at JVCKENWOOD, expressed his enthusiasm for the impact Direct Replacement will have on the industry: “This product category marks a turning point for aftermarket integration. For years, we’ve faced limitations that kept us from providing seamless solutions for customers with highly integrated OEM systems. With Direct Replacement, we’re breaking down those barriers, opening doors that were once closed, and giving dealers the tools they need to thrive in a rapidly evolving market. This is just the beginning of a new era in our industry, and I couldn’t be more excited about what the future holds.”
The dealer community swiftly embraced Direct Replacement, recognizing its potential for enhancing business operations and profitability. Testimonials from KnowledgeFest reflect this sentiment. A dealer from Texas emphasized, “Direct Replacement allows us to confidently tackle jobs we previously had to refuse, significantly boosting our customer retention and profitability.”
Another installer from Florida remarked, “It’s streamlined our workflow so
effectively, we’ve seen notable improvements in installation turnaround and fewer callbacks, which directly benefits our reputation and revenue.”
Future Expansion and Innovation
Looking ahead, JVCKENWOOD plans continuous expansion of the Direct Replacement product line, further broadening vehicle compatibility and adding advanced features. With each successive product release, compatibility will expand, enabling more vehicles to benefit from straightforward installations.
Direct Replacement also strategically addresses an industry-wide challenge: technician shortages. By simplifying complex installations, dealers no longer require highly specialized technicians for routine jobs, allowing shops to scale operations more effectively without compromising quality or customer satisfaction.
A Proud Partnership with iDatalink Maestro APX
JVCKENWOOD is proud to be the industry’s pioneering partner with iDatalink
Maestro, a collaboration initiated well before widespread OEM integration became commonplace. This ongoing partnership has consistently delivered reliable, innovative, and highly functional integration solutions, positioning JVCKENWOOD as an undisputed market leader. Dealers benefit directly from this partnership, assured of exceptional reliability, compatibility, and technological advancements.
JVCKENWOOD’s Commitment to Dealer Success
JVCKENWOOD’s vision transcends mere product offerings. Direct Replacement symbolizes a comprehensive commitment to supporting dealer success through robust education, extensive training, and practical, market-ready solutions. By continually adapting and providing the necessary tools and support, JVCKENWOOD empowers its partners to thrive in a dynamic automotive market.
Direct Replacement is more than just an innovative product category—it’s the roadmap that guides dealers confidently into the future of OEM integration.
LIGHTING UP THE FUTURE
This 2024 Tesla Cybertruck demonstrated both lighting and sound upgrades at KnowledgeFest Las Vegas
SUBMITTED BY: PCA ENCLOSURES, VISALIA CALIF. IN PARTNERSHIP WITH METRA ELECTRONICS
At KnowledgeFest Las Vegas this year, Metra Electronics displayed a 2024 Tesla Cybertruck in its booth. The build was completed by Visalia, Calif.based PCA Enclosures. According to a Metra representative, the build features five subwoofers and a full Heise ambient lighting installation.
“It has an interior lighting kit, lighting strips, door pocket lights, footwell lights and full rock lights at the wheels, all controlled by the Heise app,” said the representative. “They also went a step further and used our LED strip lights to do their own custom install into the headlight housing.” He added that the installation doesn’t impact the
functionality of the factory headlights. “They installed the same strip lighting in the bed of the truck.”
Again, the lighting in the back was installed into the factory light housing. “The grille piece is an aftermarket accessory, and they’ve added lights to give it an extra effect.”
Along with the display of the truck, Metra Electronics shared its new product guide with attendees. New two-pack parts are now available for order: “If you’re doing a bigger install and need more pieces, instead of cracking open a whole new kit, you can just order these additional separate parts in packs of two.”
FROM THE PRESIDENT INDUSTRY FACES CHALLENGES AMID ESCALATING TARIFFS
“
The recent escalation of tariffs on imported goods has significantly impacted the car audio industry, affecting manufacturers, retailers and consumers alike.”
Is this the new cost of business, or just a bump in the road?
It seems that our industry is always facing a challenge of some sorts. As an industry we are short-staffed or looking for more experienced staff.
We must figure out the OEM integration challenges as vehicle models change year after year.
We deal with distribution, pricing, and sometimes availability challenges. Even with all that we have overcome, it still seems that at every turn the mobile electronics industry steps up to the task-athand and collectively overcomes every challenge.
This next one, the tariffs, is a much bigger issue than just our industry, however, just like the others, I am confident that we as an industry will overcome. That is who we are and what we do! Let’s break down this most recent challenge with what we know thus far.
Major car audio manufacturers have announced price increases ranging from eight percent to over 12 percent on various products. These hikes are responses to the compounded tariffs on components like amplifiers, speakers, and LCD-equipped head units. One prominent car audio company noted that the cumulative effect of tariffs could cost the company in the seven-figure range this year.
Even some U.S.-based manufacturers that assemble products domestically are not immune. One company revealed to us that it sources essential components, such as ferrite magnets and steel, from China. The tariffs on these parts have forced the company to consider price increases, potentially making their U.S.-made products less competitive compared to fully assembled imports from China, which, surprisingly, may not be subject to the same tariffs.
Retailers and Consumers Feel the Pinch
Retailers are also grappling with the impact of tariffs. One retailer we spoke with reported a 10 percent increase in product costs, with some manufacturers passing these costs directly to retailers. This has led to price adjustments on items like speakers, eroding the price reductions achieved over the past two decades.
The broader automotive industry is experiencing similar challenges. Analysts estimate that
tariffs could add up to $60 billion in costs to the auto industry, potentially increasing the average new car price by $3,000. Such increases may deter consumers from purchasing new vehicles, indirectly affecting the demand for aftermarket car audio systems.
Companies that previously moved manufacturing to countries like Vietnam and Malaysia to avoid Chinese tariffs are now facing new challenges as these countries are also subject to high tariffs. This in turn may cause some to reassess pricing and supply chain strategies considering the new tariffs.
Policy Responses and Industry Outlook
Some in the car audio industry have sought relief through tariff exemptions, but most requests have been denied. Some companies have applied for exemptions on various components and products with little success. The lack of exemptions places additional financial strain on these companies, particularly smaller manufacturers that lack the resources to lobby effectively.
Industry associations and analysts have expressed concern that the tariffs may lead to long-term economic instability, rising inflation and reduced investment in the sector. While some argue that tariffs could eventually boost domestic production, the immediate effects appear to be increased costs and disrupted supply chains.
The recent tariffs have introduced significant challenges for the car audio industry, affecting every level from component sourcing to consumer pricing. Manufacturers are facing increased production costs. Retailers are adjusting to higher wholesale prices, and consumers are encountering more expensive products. As our industry navigates these complexities, the long-term effects of these trade policies remain to be seen, with stakeholders advocating for more stable and predictable trade environments. Regardless of the outcome, our industry has faced many significant challenges and has always risen to the occasion to continue with a bright future. I would expect nothing less as we navigate this challenge together.
Never Before Eyes on Your Car Like
