Editorial:
By Mark Miller, Owner of Westminster Speed & Sound, Westminster, MD
I have been blessed to work in this industry full-time since 1986 and have owned my store since 1990. Over the years I have seen many things change, but one thing has remained constant; our industry is plagued with a poor reputation for quality of products and service, and it needs to change if it is going to not only survive, but actually thrive.
Recently, I joined a business growth network here in Baltimore. It is very different than most networks in that it is made up of C Level executives that often average anywhere from $5 million to $200 million in annual revenue. Many of these companies have over 100 employees. As you can imagine, I am the little fish in a very big pond in this network. Now, you may be asking yourself “why would Mark join a network like this” and it is a very good question. The answer is two-fold.
First, I wanted an opportunity to develop relationships with some of the most influential business leaders in my area. This gets done by spending time with the other executives over breakfast, lunch, or even a cup of coffee. We get to know one another and as the trust develops, we then offer personal referrals from our clients to their business. It is a much more intimate way of doing business and is great for long-term success.
The second reason I joined is much more important. From the first moment I started conversing with these folks, I got a myriad of responses, but here were some of the most popular ones:
You can actually add in upgrades that didn’t come factory installed?
Won’t these upgrades void my warranty?
I have heard bad things about adding products to my vehicle after the fact? Can you do it safely?
None of the above responses caught me off guard, but actually just confirmed my suspicions. So, how did I combat their questions and concerns? By inviting them to a one-on-one meeting where I could give them a tour of our facility. Want to know what these people said after they got a tour? Here were some popular responses:
Your store looks incredible.
It looks nicer than a car dealership.
You really look like you know what you are doing.
The products you offer are really cutting edge and I can see their value.
See what happened here? Once they were able to experience first-hand a mobile electronics retailer that took his business seriously, the dynamic instantly changed. So, what does that mean to me? It means we ALL need to take a hard look at how our store, showroom, and install bay looks from the eyes of a client. Do you want to be considered the expert? Then your store needs to look the part.
Do you realize that in the Baltimore and Washington, DC area that Porsche service departments are closing in on labor rates of $200 per hour? Do you realize that we don’t need to be less expensive, but could actually be more expensive if we could finally be considered the “experts” instead of the second choice?
Everything from the way our employees dress, how they talk to clients, how we handle our marketing, etc. all needs to give a consistent message that we are specialists and can be trusted.
And finally, vendors and retailers need to stop using the end consumer as a guinea pig. Very often we will let some other shop try an unknown product first or we will install it in our own car in order to ensure it performs as it should.
If you aren’t sure you can have a predictable outcome on an upgrade, decline the job. Make this statement: “Mr. Client, our goal here at ABC audio is to always have a predictable outcome. If we can’t guarantee that, we simply won’t do the work.”
It may cost you some money in the short term, but in the long run you will develop a reputation for being the best, and the best is always more expensive.
So, what I am asking of everyone that reads this editorial is to take a long, hard look at how they are currently doing business. Invite people in that know nothing about you and get their feedback. And then do one of two things; make the changes to secure the viability of our industry or go pick a different career. The time is now.
Excellent editorial Mark! Professionalism, Credibility, Expertise, Technical Competence aligned to create sustainable Customer Experiences will be cornerstones of those businesses that thrive. There is limited time for those that fall short. Thank you for sharing your experience.
Great read. Thanks for sharing.
Mark is the man! Couldn’t have said it better myself. Spot on.
Very well said!!
Our industry which I passionately love is stuck in the past. Your comments are 100% on-point; the shops that do the best for us are invariably the ones that understand that THEY ARE THE BRAND regardless of what lines are selling, and take steps to present themselves that way to the consumer. It’s not easy and not everyone will be successful at it – you have to not just be knowledgeable and technical, but also have soft skills and general business and marketing savvy. But the industry members who do so invariably rise above the rest and I consider myself lucky to work with them on a daily basis.
Great positive article and absolutely nails the brief of what needs to be done.
I encourage you guys to check out some of the store refurbishments we started 10 years ago “down under”.
Tired images are what consumers are generally confronted with, stores that are in a time warp, it needs to change.
Use your image search for stores like “Air Sound and Vision Cairns” or “SSV Thomastown” and “MotorVision Toowoomba” then for premium level communication on faceb**k “Sound Garage Qld”, Just a few examples of dealers whom have successfully stepped up and modernised to change the perception of their stores the image of aftermarket to the consumer.
It’s funny how we’re happy to refurb our homes every so often to remain relevant and up to date yet the stores generally stay in the 1980’s?
We’re small (by population) in Aus but trying our best to improve the poor image aftermarket has had for far too long now, still a very long way to go but you need to start somewhere !
Thanks Mark for such a positive and frank article, the industry (globally) needs both a shake and a wake up to survive and remain relevant in the eyes of the consumer.
Kudos Mark,
Soundcrafters 3.0 (our third location) is a month away from our 41st anniversary. We have the edge in our market as we continue to subscribe to the posture of professionals in our expertise, appearance and demeanor. Like many other shops, we have had our challenges and yes, after 40 years, still have growing pains. Now that our industry’s demographics have morphed into an older, more “valued” clientele, professionalism is paramount to success.
While away from the office last week, I reflected much about our industry’s professionalism. Retailers, as well the entire supply chain, need to take notice of these matters if we are to elevate our stature above shade tree mechanics and professionally express the “modern-day” complexities of our craft to our clients. The “professional” brands should control who they distribute to, escalate tech support and support continuing education independently on their own and/or with the likes of Kfest. This is essential to nurture their retailer’s and their own profitability.
Professional auto sound shops are able to call their shots; we are able to command fees commensurate with the complexities of our craft and the escalating costs of doing business. As service providers, we must live up to the task in all manners of installation, sales and service; and our teams (should) have the knowledge and be equipped to present themselves as pros.
I love the way that you see things Paul!
Mark,
There are men in business and then there are Business Men. You truly are a Business Man, you have always strived for professionalism and you are successful because you settle for nothing less. Great article and here’s to another 30 years of prosperity for you and your family.
Very well written! I love the insight and it will hopefully open some eyes and some minds.
Fantastic article and take on things as usual Mark. I believe it would behoove Amy to post more editorials similar to this one from industry leaders in this fashion. Complete with pics. I believe this only can help the industry as a whole to raise the level of service and appearance. Let others see what the most successful and seasoned business owners in the industry are doing and looking like.
I also believe that many of the top manufacturer and distributor reps have a great handle on what they see working and what just is not anymore. They visit more stores than anyone and see the gamut.
Happy to do that Matt. Thanks! I’ll be calling you 🙂
Really well said Mark. And great job in joining a “level-up” group – so much to learn from being the small fish in the pool with bigger fish, something we should all be doing to challenge ourselves and learn. Thank you for taking the time to put keys to keyboard! 😉
Very well said
I have been in Business since 1988 and what you’re saying is 110% true good job and a nice shop by the way
Mark,
Nice! Your time lines are nearly identical to my own. Good insight and article. I will share these thoughts w the retailers here in our market.
Thank you for investing time in the mind-space of what “we don’t know, what we don’t know”. There is certainly more of that space between our ears than most will admit. Thanks!
Well said Mark! I think one of the other elements to retailers conveying a professional image is showing your work space. When it’s clean, organized and well furnished with the appropriate (and necessary) tooling – that too says a lot to a client’s impressions.
EXACTLY!!!! We need to be the professional!! This all starts from the very first interaction be it the phone, an event or coming into your store. You have to show them you are the expert, dress the part literally. What do they see when they walk into your location…do they see a guy that just crawled out of the trunk of the vehicle he was working on, or does he see a nicely dressed professional? If they walk into the garage what do they see, would they be comfortable leaving their vehicle with you to have you work on it? We as an industry do need to step up to the plate and stop being “cowboys” (as Bryan Smitt says) and actually be the professional. This is one of the reasons I along with a few other guys in the industry started a Facebook group called the 12V Sales Pros. I along with a few others really want to help change the face of the industry and transform us into the professionals that we are!!! Well said and I am so glad to hear that your shop is thriving and I wish you the best as you grow!
Thanks for sharing your experience Mark. From you description of the consumer perception of the aftermarket car audio industry, to walking away from a job without a predictable outcome, you are spot on!
Mark
PRM/PNWCEE
great story so true,your shop does look very professional and you clearly get it.awareness is big issue in our space something that needs to be addressed by our industry, as nice as your store is there must be something to get people to walk into your store ,that “something” is sorely lacking from an industry level
Bravo!