New Shop Good Vendor Choices

Hey everybody, One of the other installers from the Best Buy I work at and I are looking into opening our own shop. We have already talked with JL Audio and are going to get together with them as 1 of our MAIN companies. What we need is advice and ideas on what other companies to pick up as a new shop. In our area we have VERY small shop that deals with Kove and Ma Audio, a Best Buy, and an ABC Warehouse. Our current ideas are for DEI Screens, Viper Alarms, JL Audio, Clarion, and maybe Eclipse. We are also thinking about JVC or Pioneer for some lower end decks. We need some ideas and help in just normal operations and any help. Thanks in advance to all of you for your help!!!

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Best Buy Mobile Installer

Check out The Whole Sale House...Great place to accessories (Wire, Connectors, Equipment ETC.)

I would recomend Memphis Car Audio as well....Very good equipment at decent prices...

P&E Distributors are also good..

Good luck to you and your friend in your venture

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Making the World A Louder Place

make sure you have some affordable products too. remember some people can't afford JL, Eclipse.

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Big Dave

Deck wise we are looking at JVC & Pioneer, Subs and other speakers we are not sure yet, Almost definately Pioneer Speakers, but any ideas on some other good cheap speakers, subs, and amps would be appreciated.

I know I'll get some flak for this, but Logic Sound Labs.  Have a pretty good amp and sub, and full range speaker for the money. Also MSX Audio. All they have are subs, they don't make amps,fullrange,hu's or anything else. 100% USA made in Florida. I run 8- 12" MSX subs in my Bronco. They sound real good and at a good price. Remember this stuff is not JL, JBL, or Memphis so don't compair the brands. Why I say this is cause every time I or someone else write about a cheap brand, 10 people write to say how they are not as good as JL, JBL, MEMPHIS.........and so on and so on.  WELL NO CRAP!  I have sold a lot of Logic and MSX and so far only 1 return on a Logic amp.

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Big Dave

From a sales perspective, you need to first pinpoint your market.  You're not going to make out great with gear that's sold in the large shops around you - people know the big boxes buy as distributors, some 25% less than you will pay, and will waste your time auditioning those items & then buy from the big box or internet.  It's my belief that the only way for a smaller shop to open & thrive is if they find a niche & provide the products & services not found anywhere else.

Find the smaller manufacturers that produce quality affordable gear and cultivate those relationships.  Provide unique install services, get creative.  Maybe start an exchange program for used gear, if someone wants to upgrade they can trade it in for something else & pay the install fee.  You bench test it & sell it "as-is," maybe buying from them at wholesale or consigning.  Offer an Ebay service.  Obviously you've got to cover your butt on these things, but they're doable.

The idea is to do what the others don't.  I think it would be INVALUABLE to post a question here asking "what services would you like to see a new shop offer, things the big boxes don't?" - - you'd get great responses from some insiders & the consumers that cruise the site also.

Maybe build several "showcars" (that don't actually compete) with affordable gear & relatively simple custom work (kicks, unique sub boxes) that highlight what the average person can have done for a reasonable price.  Leave examples of that work with prices around the showroom.  80% of your biz will be from average people installing average gear in average cars.  If you can show that that person can have something special for not much more, you'll be off & running.

OK, deviated from the thread a bit, sorry.  Best of luck to you, hope it goes great!

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boulderguy -he nailed the subject, he definitely has a good understanding of marketing.
I have a great grasp on marketing so here are my 2 cents:

When running a business there are 2 sides INSIDE REALITY and OUTSIDE PERCEPTION.  The inside reality is what makes you unique, what your business offers (3 experienced installers, 2 installation bays, free audio tuning, etc).  The OUTSIDE reality is how the consumer sees you business.  Your inside reality could be OUTSTANDING but you have to articulate and educate so that the consumer sees this too, otherwise you wonder how you're business is not growing even though you may have the 3 best installers in the state working for you for an example.

One of the main things you want to do is to lower the risk of customers.  Offering free items helps you bridge the risk level most consumers have when dealing with new businesses.  If you just offer a free system tuning they'll stop by (no risk)...then you can suggest some products you feel they would like.  They might be apprehensive at first so using free services will get them in your door so they can find out how great your company is. 

At one point you'll want to find your customer value hierarchy (what they value the most, 2nd, 3rd, etc. one thing is probably what I said before they are afraid that you won't be there in case they have a problem whereas they know Best Buy will be there even if your skills are better).  When you have this your marketing will be better because you'll be able to fulfill the specific need they have. 

Let's say the #1 fear of a customer is that you will not be there if their system has a problem after the sale and installation.  Telling the customer "Were always available to you after the sale for support if you have any problems" will not cut it (anybody would say that so it is not believable), you have to get specific and articulate such as "If your system has any problem I'LL FIX IT + refund your installation fee + give you $20).  Go bold with the marketing or don't go at all.

Here are some tips for marketing (a few ad ideas).  There are many AD types but they all start with the headlines.  I don't have time here to go into great detail but I'll explain a few and give a few examples you can use.
 3 main headline types are: News, Inflammatory, How To.

News example: "Finally there is a professional Car Audio shop that has premium affordable, brands (list some), has staff that provides assistance in 2 minutes or less from when you enter the shop, and has prices at least %25 lower the Best Buy Circuit City and ABC Warehouse.

Inflammatory: "Crappy AMP $80, nice AMP that you like $90.  If you like these prices stop by AccentSnow Shop."
"4 excuses stupid Car Audio buyers make to explain why their Big Box system sounds terrible" (and the body of the ad will list them). * It is harsh I know, like a hammer, but think of it this way to be successful you have to be like a hammer, make every strike count.  Inflamatory ads are very successful because they shock people "Did they realy write that?" and get results.

How To example: "How to make your system  sound better, without spending money on new amps, speakers or EQs" (then offer the free audio tuning of their system).

I have a lot more marketing advice.  If you need something specific just ask me.

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(1) Kenwood Excelon Head Unit KDC-X589 (24 bit Burr Brown DAC, 3 X 4 volt RCA).
(1) RF Punch 250A2 - running the components.
(1) Hifonics 6.5" Atlas Components (18db crossovers).

us_test wrote:

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When running a business there are 2 sides INSIDE REALITY and OUTSIDE PERCEPTION.  The inside reality is what makes you unique, what your business offers (3 experienced installers, 2 installation bays, free audio tuning, etc).  The OUTSIDE reality is how the consumer sees you business.  Your inside reality could be OUTSTANDING but you have to articulate and educate so that the consumer sees this too, otherwise you wonder how you're business is not growing even though you may have the 3 best installers in the state working for you for an example.

One of the main things you want to do is to lower the risk of customers.  Offering free items helps you bridge the risk level most consumers have when dealing with new businesses.  If you just offer a free system tuning they'll stop by (no risk)...then you can suggest some products you feel they would like.  They might be apprehensive at first so using free services will get them in your door so they can find out how great your company is. 

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That's really solid advice for starting any brick & mortar biz.  I'd add to that two marketing headlines (since that's what I do)...

"We'll match any competitor's price within 100 miles, always.  Just bring us the ad."  You just undercut the biggest single reason why people use big box stores - price (perception).  Make this a policy.  You've now positioned yourself on equal footing with every other store on the block.

"We'll beat any advertised price by 10% for the next 5 days!"  OK, doesn't help your bottom line, but it's likely within margins.  The trick here is to create a sense of urgency - that's the name of the game in advertising.  You want them to think, "I've got to get in there today!"  They'll buy a couple other things to offset the margin loss anyway.

I'm going to deviate from US_Test's comments and say that I don't believe (most) people's top concern is your store's longevity.  I believe they're most interested in what & how much they can get RIGHT NOW for their money - the commodity mindset.  I think if you can show that their cash stretches just as far at your shop as at BestBuy, plus you can give them custom work for a bargain, you're golden.

Hey, one other thought - maybe put out some sort of reference manual or portfolio showing what's possible - squeeze an amp under a seat, an EQ in a dash, sub in a spare tire well - lots of examples of everyday stuff with approx prices to get people thinking about what's possible with their car w/o a 2nd mortgage.  Offer a free "possibilities consult" where you look at their car & tell them "you could put tweeter's on the dash, midbass's in the deck, mid-sized amps fit great in this pocket, etc."  You want them sitting in their car visualizing the possibilities, and we all know where that leads, else we wouldn't be on this forum...

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boulderguy - I had a feeling you are in marketing by what your wrote.  I'm getting more and more into marketing (my mom has a Real Estate team (Top Producer, Top Listinger) in Maryland - North Potomac) and I'm an agent myself so I'm starting to do all the marketing for her and her team.

I agree with boulderguy the how much you can get for your money is number 1 concern.  I kind of don't like that fact and most of the time try to create other selling points (this of course comes from Real Estate where there are the $500 flat fee brokers you have to compete with when a regular broker like the one I work with charges a few thousands).  So in my case I have to distinguish myslef from these people and cannot use price (since they have me beat there).  Car audio store is different and price will be a number 1 point.

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(1) Kenwood Excelon Head Unit KDC-X589 (24 bit Burr Brown DAC, 3 X 4 volt RCA).
(1) RF Punch 250A2 - running the components.
(1) Hifonics 6.5" Atlas Components (18db crossovers).

This is a good add to use on a price point against big box.

News example: "Finally there is a professional Car Audio shop that has premium affordable, brands (list some), has staff that provides assistance in 2 minutes or less from when you enter the shop, and has prices at least %25 lower the Best Buy Circuit City and ABC Warehouse.

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(1) Kenwood Excelon Head Unit KDC-X589 (24 bit Burr Brown DAC, 3 X 4 volt RCA).
(1) RF Punch 250A2 - running the components.
(1) Hifonics 6.5" Atlas Components (18db crossovers).

FUSION, power acoustik, MA, and cerwin vega are good stuff

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You guys have given us some good ideas! We are good on the marketing end, I'm finishing up College with an Associates Degree in Marketing. We have several ideas on our market and who we want to target. We want to stay away from Ma as we have a small shop who mainly relys on them and Kove. Until they go out of business we don't want to play the price war game on too much! Services wise we are going to offer custom fiberglass work, which NOBODY around us offers! I do like the idea about the free tuning idea and maybe we will have to look into that. We want to thank all of you for your help, we are VERY excited about this venture!!!

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Best Buy Mobile Installer

There is your marketing niche right there : "Only one company in the area offers CUSTOM Fibergalss work for your car".  Good luck man, your marketing degree will really help you on this venture.

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(1) Kenwood Excelon Head Unit KDC-X589 (24 bit Burr Brown DAC, 3 X 4 volt RCA).
(1) RF Punch 250A2 - running the components.
(1) Hifonics 6.5" Atlas Components (18db crossovers).

I think I dropped the original question.  I'd definitely carry the full line of Eclipse decks - they range from audiophile to very affordable, that's tough to beat.  Some well-known names that make respectable entry-level stuff, Panasonic, Clarion, etc.  I used to like Alphasonik amps, they were originally good class-A stuff & very few people carried them.  If they're still worth a damn could be a good option.

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The other thing you need to think about is what products are available to you by region. Also in order to obtain some products you will need to be authorized, that is where regions come in. As far as price matching, be sure to mention that you don't match prices off of the internet.

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Certified Security Specialist
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I've been sick lately, sorry I won't be on much.

AudioControl also has great stuff that's not so easy to find.  Does anyone around you sell Soundstream?  Those are 2 of my favorites, and the SS's become much more "afffordable."

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Well final decisions have been made!
Decks: Pioneer, Eclipse, possibly Clarion
Speakers: Xtreme by Directed, JL Audio, maybe 1 or 2 more
Subs: JL Audio, Xtreme, Orion, possibly PPI
Amps: JL Audio, Xtreme, Orion, possibly PPI
Mobile Video: Directed Flip Down, Power Acoustik, Eclipse, possibly Clarion
Wire: Directed Audio Essentials
Install Kits and Harnesses: Metra

We still have some details to work out on a couple other companies we are looking into but this is our main list. Any opinions and Ideas are welcomed!

Looks good.  I'd definitely add some speakers to the lineup.  You'll sell the pants off the Xtreme stuff.  One other thought for you - Check out Dension (they make the Icelink Ipod adapter).  They have a HU that is hands-down the best hard-drive based music source - lg drive, kick ass display, very easy to use, lots of user-programmable options.  I'd have one in my car if the SQ were better (it's not bad, just not "audiophile-grade").  I believe all decks are going that way in a few years, that's another story.  Good luck to you both!

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Anyone else??

Hey, i am also in a little shop, in the town i live in, we have clarion and alpine sold at sounds fantastic. Sony at Canadian Tire. and the store that i work and install at is called " morris music" we deal kenwood, rockford and are currently looking into dealing with Fusion which i think is going to be a bit hit around this area. as no one else deals with fusion until they get to Nova Scotia. So i guess in all of things, i am getting to this. Why not try to get ahold of Fusion. you could push them and get their merchandise and offer little incentives. Like a free beanie (hat), with the purchase of a Fusion sub or amp.

If that helps you out at all?

check out Total Mobile Audio (by JL) for some lower end stuff. Only thing is you have to order $1500 first.

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Owner
SFV AutoSound