by Jaime Quigley
Mobile Electronics magazine has compiled a list of the industry’s most outstanding contributors, spotlighting 12-volt’s top 50 retailers and premier 100 installers. Nominated by manufacturer reps and field salespeople, the top 50 and top 100 represent this year’s cream of the 12-volt crop.
Over 80 representatives from around the country nominated stores and installers in their respective areas. Sponsored this year by JBL/Infinity, the top 50 retailers are from 20 different states, spanning across the continental US, with an overwhelming number of nominations for stores located in California and Missouri. Even the islands are getting in on the action; Hawaii is well-represented this year with three nominations.
The individual installer category, sponsored this year by Parrot, is mapped over 26 states. Plenty of installers from Massachusetts, Texas and Illinois made this year’s list.
There are some returning nominees, and just as many installers debuting for the first time. Some repeat nominees making rank this year include Chris Kill, Chris Yato, Guerry Byers, Jason Kranitz, John Verissimo, Joshua Landau, Luke Gray and Micah Williams.
Top 100 Installers: Relentless Quest for Knowledge
Among some of this year’s nominees, Jackson Lee of Security & Sound Systems in Honolulu, Hawaii, is constantly trying to educate himself about emerging technologies and evolving installation techniques, according to the industry insider who nominated him.
“He is always looking to gain more knowledge and appreciates articles like the ones in ME magazine (tech tips) that help installers tackle some of the issues they see in the field,” said Christine Kawano of W&W Marketing. When nominating Lee, Kawano mentioned that he’s even tried to educate manufacturers when he can. “He has sent in wire diagrams to companies such as Directed Electronics on new cars that he works on that has no information on them. He saves all his information in binders and lets the other installers look at them so that they can benefit from them. While other installers shy away from a lot of the newer cars with integration issues, Jackson likes the challenge of either finding out if there is a solution from another manufacturer that may have a module or if it is something he can do himself.”
Another installer nominee is New England native Scott Rosen from Sound Sensations in Auburn, Mass. Rosen, who was nominated by Larry Cristini of Team Northeast, is making his second appearance on the Top 100 list.
“He is and always has been a money maker for his employer. He’s got a tremendous amount of energy and is very efficient with work habits,” said Cristini. “He understands what makes an automobile run, which is so important in today’s marketplace.”
“We’ll definitely do something to promote the award,” Rosen said. “We’ll hang up the certificate in the show room, do some advertising and update the Website.”
The installer manager has been working in the 12-volt industry since 1987.
“I have many years of experience,” he explained, adding that independent retail shops are the only proper place to learn how to be a true mobile electronics expert. “Most of the younger installers at Best Buy are 18-20 years old. No wonder you hear so many horror stories. I’m good at what I do because I’ve been doing it for so long.”
One nomination described Micah Williams as an installer of “true craftsmanship and dedication to the industry.” Another industry representative said, “He does incredible work with fiberglass and has done some of the most beautiful custom installs I have ever seen.”
Williams recognizes the impact this kind of acknowledgment can have, though it wasn’t painfully obvious at first. “I never used to think I needed to be on [the list]; I now realize how important this kind of recognition is,” he said. “After the first year, I realized how cool it was. It hypes me up!”
Williams also said that the certificate is the only tangible thing he can show to someone to prove his worth in the industry.
“As far as being able to point at it to customers, it’s priceless. They see that and they drop their guard. From that point on, you can do no wrong with those customers,” he said. Williams said he did not actively campaign for nominations, though his work habit could be an indication of his favor among his reps.
“I take pictures of absolutely everything,” he said. He’s also committed to finding out everything he can about new vehicles, and he’s happy to share the facts and figures he comes across. “We’re always trying to pass on information,” he added.
Visual learning and brainstorming have been made easier in the bay at Audio Specialists, where Williams works. “Our tech room is actually covered wall-to-wall with a giant dry erase board,” he explained. The board, stretching nine feet tall and wrapping around the entire circumference of the walls, is what Williams called, “the greatest thing in the world.”
His contributions to the progression of mobile electronics include editorial submissions for Mobile Electronics magazine’s how-to sections and recurrent attendance at industry shows and gatherings.
Top 50 Retailers: Earning Bragging Rights
It takes more than just a storefront to sell merchandise and it takes more than sold merchandise to make a store successful. Solid management, well-trained employees and installation expertise don’t grow on trees, and it’s no accident when retailers manage to achieve the characteristics that make a store great.
“This store promotes the 12-volt lifestyle better than any other retailer in my territory,” Brett Phelps of RCS said. He’s referring to Car-Fi Specialists in Springfield, Missouri. Phelps praised Rick Snelson, president of Car-Fi.
“A constant promoter, Rick knows the pulse of his customer and their needs. Even when the territory is slow, Rick’s store is busy and hopping,” said Phelps. “Other stores in his market don’t follow his business patterns in success. The stores commitment to sales and installation training keep his crew at the top of their game.”
Phelps isn’t the only one admiring Snelson’s management and the success of Car-Fi. The staff is sought after by other retail owners.
“Other stores have tried recruiting his employees because of their knowledge, but they stay put. This store is full of veterans—no rookies,” explained Phelps. “Low turnover keeps the customers confident and loyal to this crew. If all retailers followed the successes of the management, sales floor and installation professionalism of this retailer there would be no need for big-box stores.”
Shaun Vogler of Virtual Marketing also nominated Car-Fi as a top retailer. “I used to get very frustrated with Rick because he never would buy anything from me,” started Vogler. “I finally came to the realization that it had nothing to do with me. Rick is a very smart businessman and carefully monitors his merchandising plan. I never really understood what kind of marketing muscle that this team has put into motion in Springfield until I became a rep, vendor and partner.” Vogler was particularly impressed with Car-Fi’s competitive attitude.
“They are continually trying to find new cutting edge ways to drive customers through their doors. They do numerous promotions, warehouse and tent sales, rock concerts, and even support the local AAA baseball team,” said Vogler. “They do this because they believe in healthy competition and that healthy competition drives business. Never have I heard them say a bad thing about a competitor. They continually look at market conditions, their business model, emerging technologies, vehicle integration and many other factors that could influence their business negatively and make the appropriate changes in order to stay ahead of the game.”
Vogler said that Car-Fi has hired the best sales and support staff in his territory, in addition to some of the most talented installers he’s ever come across. “Over the past few years I have developed more than just a business relationship with Rick, and his crew. They are my friends. I know that they would rather devote their time to their day-to-day business operations and remain an unknown force in their area. But I truly believe that it is time they get the recognition they deserve,” Vogler finished.
Rick Snelson hopes that the recognition can serve has a strong marketing tool. “I think by our reps nominating us, it shows that we stand out in our community—we are doing the right things. You see so many specialists that are complacent in the way they’re doing business. We’re constantly trying to change with the times to make us grow,” said Snelson.
“This feels awesome,” said Mike Dixon. His store, Audio Logic, is among the Top 50 retailers this year. Dixon, who is a MERA member and active in the industry, has never politicked for recognition, and the nomination was a surprise.
“I know it’s going to help,” Dixon said of the benefits of the nomination. “If you don’t use it to promote your business, you’re crazy. It adds credibility to your business. It validates my 25 years in the business
.”
Not taking all the praise, Dixon credited his staff for the nomination.
“My business is only as good as the guys I’ve got working for me,”he said. “The morale booster for the store will be huge.”
“Audio Logic has been around and has survived the years. Dixon has had some tough times, but is always striving to do better, attending MERA events and keeping a positive attitude,” said Paul Pirro of Victory Technologies. Pirro was responsible for nominating the Davie, Fla., store.
A high-energy operation was the motivation behind Cordoza and Company Inc.’s Jim Lee nominating California-based Hi Tech Car Audio, located in El Cerrito, Calif., led by Azim Dehastani.
“The owner never lets this store stand still,” began Lee. “It’s always buzzing with much needed energy, something a lot of retailers could use several ounces of. They have a bi-annual, three-day midnight madness sale which yields a ton of sales and promotes pure excitement. They are a top retailer for many reasons, but simply put, they’re making it work in very poor area.”
Customer service was top-tier for Bill Mielenz of Mielenz Sales & Marketing, Inc., and he felt compelled to nominate Ray’s Electronics in Addison, Illinois.
“They have the best customer service in the state of Illinois. This store has customers that have been repeat buyers for over thirty years now. Customers, even first time ones, volunteer to help unload trucks that are delivering stock orders. I have never seen that done before,” said Mielenz.
“There is no “I” in “team,” said Jason Maron, president of Osprey Wireless. “It just shows that we are committed to our customers and the lines that we carry in our store. It shows that they’re a part of the team. We are committed to the mobile electronics business—this is not just a hobby.”
Osprey Wireless was nominated by Eben Sheldon of Alpine Electronics of America. Sheldon said of Osprey’s leaders, “Jason and his father Jeff are always looking for new ways to grow their business. In today’s ever-changing marketplace, a dealer needs to be able to recognize an opportunity and act on it accordingly. The Marons know how to do that. All of this is done while maintaining a level of customer service second to none.
”
The father-son team operates out of Norwood, Mass.
Only the Beginning
It’s more than a list.
The Top 50 and Top 100 lists kick-off the race for the highest honors: Installer of the Year, and Retailer of the Year.
Last year, Jason Salas, an installer at Auto Marketing Services in Madison, Wisconsin, was added to the list after his rep had seen his work and noted both his continuous desire to learn and the professionalism by which Salas represented his store. Several months later, Salas was named Installer of the Year.
“It’s definitely given our customers confidence. It impresses people,” Salas said.
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