Mobile Electronics Magazine - September 2026 by Mobile Electronics

August/September 2026

me-mag.com

TREASURE EVERY LESSON ROOKIE OF THE YEAR MEGHAN WATSON SAYS EVERYONE HAS SOMETHING TO TEACH US—WHETHER THEY KNOW IT OR NOT.

KNOWLEDGEFEST ATLANTIC CITY

Although the event was a small one, vendors offered attendees a memorable experience.

MENTORING IN TECH SUPPORT

Michael Betts found his strengths and zeroed in. His career quickly took shape.

Volume 58 Issue 6 ADVERTISING SALES

sales@mobile-electronics.com

EDITORIAL Rosa Sophia EDITOR-IN-CHIEF

978.645.6466 rosas@mobile-electronics.com Chris Cook E D I T O R - AT - L A R G E

CREATIVE LAYOUT AND DESIGN

12 FEATURES

ARTICLES

12// What’s Happening: Providing a Foundation for Growth

28 Retail News

At KnowledgeFest Atlantic City, DAS and VOXX aimed to provide a good experience for attendees, who sought support and shared challenges with reps.

20// Rookie of the Year: Crossing the Divide

Continuous efforts to share and learn will ensure the industry’s longevity, according to Rookie of the Year Meghan Watson.

54 Installs

DEPARTMENTS 4

Editor’s Forum

Feedback

58 From the President

Vendors offer product upgrades, while ZZ2 presents DIZZPLAY. Meanwhile, postKnowledgeFest, Peel 3D offers online Expert Session.

Michael Betts—one of this year’s Top 5 Vendor Support Techs—says it’s best to know your strengths and focus on honing them.

46// Strategy and Tactics: Making the Commitment

Presenters at KnowledgeFest the same advice: With a strong team, anything is possible.

Published by TM

mobile electronics association

Chris Cook PRESIDENT

978.645.6434 chrisc@mobile-electronics.com Tony Frangiosa CHAIRMAN OF THE BOARD, MEA

AD INDEX

34// On the Show Floor: Highlights from Atlantic City

38// Model Mentor: Steady Persistence

Contributing Editor Jamie Sorcher

ON THE COVER: This year’s Rookie of the Year, Meghan Watson, is the first woman to receive the award. At Vernon’s Signature Audio in Lubbock, Texas, she aims to continue improving her sales skills and learn more about designing vehicle interiors. facebook.com/mobileelectronics

2 Mobile Electronics August/September 2026

AllData . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 Alpine Touch. . . . . . . . . . . . . . . . . . . . . . . . . . 53 American First Financing . . . . . . . . . . . . . . 27 Firstech - Fleet. . . . . . . . . . . . . . . . . . . . . . . . 59 HKI USA - Ground Zero . . . . . . . . . . . . . . . . 19 HKI USA - Resolute. . . . . . . . . . . . . . . . . . . . 17 HKI USA - TURY . . . . . . . . . . . . . . . . . . . . . . . 51 Kicker . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 Industry Awards. . . . . . . . . . . . . . . . . . . . . . . . 11 KnowledgeFest . . . . . . . . . . . . . . . . . . . . . . . . 9 MECP.. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 PrecisionPower . . . . . . . . . . . . . . . . . . . . . . . . 5 SiriusXM. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Snap Finance. . . . . . . . . . . . . . . . . . . . . . . . . 45 Sony. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Voxx. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

E V I L H C T WA ! Y A D S E U T R E H T O Y R EVE FA C E B O O K @ K IC K E R A U D IO YO U T U B E @ K IC K E R - A U D IO

IN S TA G R A M .C O M /K IC K E R A U D IO X .C O M /K IC K E R A U D IO ! S ! T ! R ! S S A S E E E N U G IZ O G I R ! Y T W P S T S I E P E I N R N I U T W SEE HOT CELEB ASK Q #kickeraudio

#livinloud

@kickeraudio

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E D I T O R ’ S

F O R U M

ROSA SOPHIA • MANAGING EDITOR

EMBRACING FLEXIBILITY

Healthy self-reflection remains a good way of making sure you’re staying ahead instead of falling behind.

To find our path in life, we have to reach an understanding about our skill-

feature. Company representatives observe that there’s a deep gulf

sets as well as what we enjoy the most. I don’t want to spend my life doing

between businesses that are doing really well and businesses that

something I don’t enjoy, and I think you’d agree. Do you enjoy your work?

are struggling. Seth Halstead of VOXX touches on this disparity,

If you’re struggling, or if your work has lost some of the magic it once had,

noting that his company aims to help improve the experience not just

how might you change things? Exactly a year ago in this column, I wrote

for end-users, but retailers, as well. In a continually changing land-

about the traits of a good manager and invited in which they lead their teams. This is always important. Arguably, it’s more important than ever before. As the world around us changes, retailers will need to embrace flexibility—if they

order to accomplish this, businesses will need strong teams. They will have to ensure they’ve created an environment in which employees are

ahead before they fall behind.

TAKE THE TIME TO ASSESS YOUR APPROACH IN THE COMING MONTHS

us changes […]

As we move from summer into fall,

businesses will need to ensure they’ve created

encouraged to learn, grow and thrive.

KEEP LEARNING TO STAY AHEAD OF THE CURVE

professionals to keep learning and get

As the world around

haven’t already—and learn to pivot to embrace new technologies and revenue streams. In

scape, Ken Litten of DAS advised industry

“

owners and managers to consider the ways

take the time to consider the coming season and make some notes. What shifts have you observed in your business? What changes have you observed in

an environment in

your customer base, and how might you

which employees are

them? Is your business doing well, or are

encouraged to learn,

ing, improving a marketing approach for

In this month’s Model Mentor feature, Michael Betts traces the progression of his career, recalling a moment when a mentor

grow and thrive.

strengthen your approach to better serve you struggling? When it comes to growthe coming season or planning for the future, be sure to ask team members for

chose to advise him. He found his path

feedback. During the Industry Awards

when he got familiar with his strengths and

ceremony, we often hear award-winning

learned to hone them. In Strategy and Tactics, industry leaders talk about building a strong team. In Retail News, Lumberton,

”

retailers thank the team, making the point that a business is nothing without its internal support system. There’s

NC-based Extreme Soundz laments the difficulties of finding more qual-

a reason for this. When we listen to the voices of others and make

ified staff members to join its team. So much of this involves knowing

room for varying perspectives, we become stronger. As we move

oneself, communicating and getting familiar with strengths and weak-

from summer into fall, and fall into winter, let’s take a closer look

nesses. How do you see this playing out in your own professional life?

at our choices, our strategy and the environments in which we’ve

In this issue, we’ve also highlighted KnowledgeFest Atlantic

built our legacies. Need to make changes? Make them now. And

City in our show coverage, as well as our topical What’s Happening

4 Mobile Electronics August/September 2026

most of all, learn from them.

 feedback

BUILDING ON DRIVE AND PASSION

If a business owner fails to grow, how can they expect it of their employees? John Schwartz, David Wall and John Meuller review how they’ve evolved—and how their businesses have, too. “I got my shop in 2000. No one wanted to sell to me, so I had to buy everything through distributors. We couldn’t base our store on brands. We had to [draw] everyone in with our service and installation. It took me 10 years to build our reputation. The brand we sell is Perfectionist. If I’m not growing, how can I tell my employees to grow? If I’m not pushing myself—if I’m not reading, learning, investing—how can I tell them to do that? I never come to work in wrinkled clothes. I always get my hair cut. I just bought a new property. I have new cars. If you feel like your employees won’t like that [about you], then you’re not taking care of them properly. When I bought my new car, everyone at the shop celebrated. If you take care of your people, then we all celebrate a victory together.” - John Schwartz, Perfectionist Auto Sound, Anchorage, Alaska “I found the same sense of satisfaction in overcoming objections and demoing a car that I get from building a custom install. In 2011, I returned as a store manager to Freeman’s Car Stereo. This was a learning experience about motivating [people] and creating cohesive teams, having your team [members become]

6 Mobile Electronics August/September 2026

stakeholders, setting goals and keeping everyone on track. We talked about our individual performance and we talked about how well our store did compared to other stores. During that period, we really worked and we really moved forward.” - David Wall, Freeman’s Car Stereo, NC “Early on, we relied on new hires having prior training or experience. This proved ineffective because of the bad habits learned prior to coming to work for us. We spent more time trying to rehabilitate people rather than just working on the fundamentals. We starting bringing in quality individuals, learning their strengths and weaknesses and training them using our trusted techniques. They had no prior experience, but they did have drive and passion. This was a monumental positive change. The focus is on facilitating each employee’s success, supporting their continued education and growing their productivity. We’ve had very little turnover since we made the change and can give them a better fundamental education using correct habits. This makes them a part of our dream team.” - John Meuller, Laketown Speed and Sound, Draper, Utah

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 stats TM

Mobile Electronics

INDUSTRY RETAIL SALES REPORT First Quarter (Q1) 2026 vs. 2025

DOWN

The Mobile Electronics Association reports on specialty retailer performance for the first half of 2026 as compared to 2025. Here are the findings.

Second Quarter (Q2) 2026 vs. 2025

DOWN

first half of 2026 vs 2025

bright spots

mobile electronics association

DOWN

• Retailers held their pricing through a soft first half, lifting average ticket 2.87 percent in Q1 and 2.58 percent in Q2 rather than cutting price to chase volume.

• May’s 9 percent drop lined up with the peak of this year’s inflation cycle at 4.2 percent, and June sales recovered to down 4 percent as the annual rate eased to 3.5 percent and fuel prices fell. • Per-store dollars finished the half down 5 percent against first half retail vehicle sales of 6.42 million units, down 4.1 percent, which puts specialty 12-volt within a point of the market it depends on.

month by month 2026 vs 2025 JANUARY

FEBRUARY

MARCH DOWN

DOWN

APRIL

MAY

DOWN

4% DOWN

JUNE

 helpful stuff WHAT TO READ

Exit Without Selling: Build A Dream Team, Keep Your Business, and Get Your Life Back BY RICHARD SCHAULL AND LUKE MARDIGIAN

The business you started for freedom ironically owns you now. After years of building it, you realize you’re ready to step back. Maybe it’s because you want to travel with family, take care of your health, or simply to enjoy life— but you’re trapped. You depend on the business for income, and the business depends on you. You don’t want to sell or shut down, but you don’t want to keep going like this forever. You’re not alone. Seventy-six percent of business owners have no viable exit plan. Only 20 percent of businesses listed for sale ever get an offer. Three out of four owners who do sell regret it within a year. In this book, the authors reveal battle-tested methods they’ve used to help over 300 business owners build a Dream Team, work 22 hours less per week and add $117,000 in profit within 12 months. Learn more about the option between burnout and a buyout.

WHAT TO LISTEN TO

Do This, Not That WWW.JAYSCHWEDELSON.COM/PODCAST In his podcast available on YouTube, Spotify and Apple Podcasts, rebel marketer Jay Schwedelson breaks down what’s working this moment across email, events, social and B2B marketing, and also identifies strategies that need to be retired. With more than 530 episodes that do a deep dive on everything from how to harness AI to behavior science principles, this is your playbook to sharpening your instincts and attaining stronger results. Each episode is tactical and short, anywhere from eight minutes to 30 minutes. Expect to hear about ideas that you can test the same day.

Sell. Activate. Earn. Repeat. SXV300V1

SXV300M1

All eligible dealers will receive a $10 spiff for every SiriusXM radio that is sold and activated.* Visit voxxrewards.com to sign up for the incentive program. QUICK TIP: Have your customer activate their radio/tuner before they leave your store so you can collect your spiff even faster.

SXVRBT1

SXEZR1V1

SXEZR1H1

Access All This and More

Customers can activate their new radio/tuner with the All Access plan for $5/month their first year. Direct customers to visit siriusxm.com/activatenow to sign up for this special discount. * Only units purchased through Voxx and authorized SiriusXM distributors qualify for this program, all other units entered will be deemed ineligible. Please see website for additional information. © 2026 Sirius XM Radio LLC. SiriusXM and all related marks and logos are trademarks of Sirius XM Radio LLC. Other marks, channel names and logos are the property of their respective owners. All rights reserved.

WHAT TO READ

Stupider People Have Done It: Marketing Truths, Career Moves, and Life Advice for Doers BY JAY SCHWEDELSON This book is a comical yet truth-telling manifesto from marketer Jay Schwedelson. It dismantles outdated advice, blows up best practices and then offers you unapologetic permission to succeed by doing things your way. Schwedelson has built and led businesses that have generated over $400 million in revenue by doing what most marketers don’t try—breaking “best practices.” Named to Crain’s Top 100 Industry Leaders list 10 years in a row, he has keynoted and spoken at over 300 major industry events worldwide, and helped marketers ditch outdated playbooks and embrace what actually works. This is not a book of feel-good business advice or corporate fluff. It’s not a list of hints and hacks. You won’t find perfect answers in here, but you will get the push you need to question everything and figure out what actually works for you.

WHAT TO KNOW

uBreakiFix

www.ubreakifix.com For years, Asurion has tracked what’s called the “summer surge” in tech accidents. Last year, the tech care company saw insurance claims for lost and damaged phones rise more than 20 percent during the summer months compared to the rest of the year. Liquid damage incidents were twice as high as the year prior because hot temps sent Americans (and their phones) to pools, lakes, and oceans for relief. Then there were claims for “unrecoverable” phones—those that were dropped over the side of a boat, for example. Even if it’s as simple as dropping a phone in a parking lot, you’ll want to have it taken care of right away. With 700 stores nationwide, UBreakiFix is a convenient place to pop in when you need a fix, setup, accessories, or even a simple cleaning. If you need your device back immediately, same-day repairs are possible.

facebook.com/MobileElectronics

 what’s happening

PROVIDING A FOUNDATION FOR GROWTH At KnowledgeFest Atlantic City, DAS and VOXX aimed to provide a good experience for attendees, who sought support and shared challenges with reps. WORDS BY ROSA SOPHIA

lthough KnowledgeFest Atlantic City had lower attendance this year, training sessions were close to the show floor and offered more opportunities for networking. Seth Halstead, director of marketing at VOXX, said this resulted in more in-depth conversations with attendees. VOXX, he noted, prioritizes providing

a great experience for show-goers. This, he said, regardless of the size of the event, is the most important thing. “We brought a nice mix of products and displays to help represent our brands,” he said, adding that this offered a hands-on experience and a good overall feel for what’s available. “The attendance might not have been what everyone hoped for,

12 Mobile Electronics August/September 2026

but regardless, we made it our commitment to give those who did attend the best experience we could.” DAS Companies, too, reported good results. Ken Litten, sales and marketing manager for consumer electronics at DAS, has been in the industry for about 28 years. At the start of his career, he managed a couple of retail locations in

Richmond, Virginia. When he had the opportunity to shift his focus to distribution, he worked with one distributor for about 10 years before joining DAS. He’s been with DAS for the past 13 years. The distributor had a central booth at KnowledgeFest Atlantic City this year, where they offered promotions for visiting accounts. “It was a great place to announce to everyone that we’re now an Alpine distributor,” Litten said. Company representatives spoke with attendees who took advantage of the trainings and enjoyed the venue, he said, adding, “There are still a lot of people out there supporting the industry.”

RETAILERS SEEK SOLUTIONS: “HOW DO WE EVOLVE?” Things are more difficult now due to integration, Litten said. “There are more challenges because of the current technology going into new vehicles. Also, a lot of younger customers aren’t into big bass systems [like they used to be]. All they want to do is integrate their cellphone” using Apple CarPlay or Android Auto. “They want navigation on-screen. That’s it.” Despite this shift, Litten feels the industry will see a resurgence of interest in sound quality. “Pretty soon, you’re not

going to be able to change a radio.” Integration will be required for any vehicle, he noted, whether it’s a subwoofer install or DSP. Retailers need to grasp it now. “Get ahead of the game or you’ll be left behind, and quickly,” he said. Halstead agreed that business has shifted, “and this is no surprise to anyone.” People at the event, he said, were saying, “how do we evolve?” They were looking for “ideas and solutions. For us, as a vendor, it’s one thing to be able to offer products, but they’re looking for more than that. They want support in other ways.” This kind of support is what VOXX

facebook.com/MobileElectronics

 what’s happening At KnowledgeFest Atlantic City, VOXX welcomed attendees into the training room, at a convenient location close to the show floor.

14 Mobile Electronics August/September 2026

continues to develop for its dealers, Halstead said, whether it’s “marketing support, [ideas for] what we can do to help drive customers into the store, and how we can help them” transform into “what the store of today should be.” DAS supports its retail partners by offering top-tier lines like Sony, Alpine, Kicker. JBL Infinity and more, according to Litten. “A lot of these companies are getting into DSP and plugand-play to make it easier to integrate.” Speaking for DAS, Litten said, “We have to change, too. We have to stay educated. If anything, we have to stay more ahead of the curve because we have to make sure we understand the product,” so company reps can assist retailers effectively when they need help.

IMPROVING THE EXPERIENCE FOR RETAILERS While some businesses are struggling, Halstead said he’s also heard from shops that are doing so well they’re having trouble keeping up. “The reality is, though, a lot of them do not have enough business.” He said he’s witnessed “a big disconnect” between the stores that are doing well, and those that are struggling. “And why is this? They’re both focusing on different things.”

VOXX DISPLAYS CARLINK CONNECTED DASH CAM AT KNOWLEDGEFEST ATLANTIC CITY The CARLINK CONNECTED DASH CAM was on display at KnowledgeFest Atlantic City. It consists of two products: The ASCL7 CARLINK Telematics Module and the F790AIR-TGM Thinkware Dash Cam with TGM Expansion Module, both

available from VOXX. Real-time alerts provide notifications through the CARLINK app. This offers recording, playback, and the ability to download

footage, as well as instant view request and crash notifications. For more information, ask your local VOXX representative today.

facebook.com/MobileElectronics 15

 what’s happening

The VOXX team at KnowledgeFest Atlantic City. Seth Halstead, second from the right, said attendees were most concerned with seeking solutions and maintaining forward momentum.

Some, he added, are hosting their own shows or meet-and-greet events. “Some are really active socially. They’re successful when they take those initiatives.” One of the biggest things VOXX has been focused on, Halstead said, is providing a better overall experience to retailers. “We have something we call our Dealer Smart Links. That’s a one-stop URL that dealers can go to and get everything we want them to have instant access to. We have specials for dealers, and this includes links to VOXX Rewards. One of the things we do is we incentivize retailers on specific products. So, for example, if they sell a Smart TV seat-back system, they get a $25 reward. If they sell the Viper Smart Start or Directed Smart Start, they get a $10 reward.” These rewards can also be split between technicians and salespeople. “We also offer display programs. We’ve been working hard at getting in-store displays. We have a display that shows our unique dash camera with blind spot detection.” Marketing materials may assist a store in letting customers know that a car stereo shop sells dash cams, he said, adding, “Our marketing hub includes classified digital assets.” Retailers are able to repurpose these for their own social media posts.

“We also do monthly e-news encompassing everything we want our accounts to know about, and we communicate on a regular basis. I usually do a video at the beginning called Two Minute Tuesday,” offering everything retailers should know for the week. At KnowledgeFest Atlantic City, VOXX presented trainings on its Viper security and remote start line-up. During a top product training, presenters ditched the PowerPoint and offered a QR code for attendees to scan which

included links to top assets for the company’s most popular categories. During the training session, they discussed features and benefits. Something like remote start is often seasonal, Halstead said, even though the convenience is handy during the summer, too. Retailers must also educate about misconceptions, he said, adding that people often have a “misconception that their factory key fob is an alarm when it’s actually not. They think they’re already protected. We have some promotional materials that speak to that. A factory remote start doesn’t have the advantages of the aftermarket.” This, he added, is a misinterpretation by the end users and “retailers can be ready to talk about it when they have the opportunity.”

CREATING VALUE FOR THE END-USER It’s important that products be reliable for customers, Litten said. During a recent appearance on Dean Beyett’s podcast, Litten spoke with Beyett and his colleague, Fernando Lopez, about the future of the mobile electronics industry. “I said, ‘Learn.’ Don’t sit there and expect things to be easy.” A mere three years ago, Litten recalled visiting with retailers who didn’t even have a computer in their stores. “How were they flashing remote

Click here to watch Conversations With Car Stereo Friends: Ken Litten, with Dean Beyett and Fernando Lopez.

16 Mobile Electronics August/September 2026

 what’s happening

Visitors to KnowledgeFest are drawn to the DAS booth via the excitement of the Installer Challenge, which awards a trophy and other prizes to the fastest competitor.

starts, or updating firmware on vehicles? They weren’t. Put the technology in your store and learn the technology.” Retailers must be able to work with products and know how to update them, he added. “Some dealers might plug it in, hand the keys to the customer and say, ‘The manual is in the car.’ Customer service is a big thing, too.”

DAS is currently working on moving to a new location in Pennsylvania, which should be completed in the fourth quarter, according to Litten, who said everything will be in-house now. In the past, the company’s corporate location was different than its shipping and travel-center locations, but after the move, everything will be housed in the same building. The company continues to seek

18 Mobile Electronics August/September 2026

“the latest and greatest” products to add to its brand lineup, he added. DAS enjoys getting attendees involved at KnowledgeFest by hosting its popular Installer Challenge. Visitors to the booth are invited to wire up a radio, for example. “The fastest competitors move on to the championship round,” Litten said, adding that the event is held at their dealer gathering the following evening. The last Installer Challenge took place at KnowledgeFest Atlantic City. “The winner gets a trophy, tools and prizes. We want to get our dealers involved.” When it comes to the challenges of drawing business into retail stores across the country, Halstead said people will continue to spend their money on what’s important and fun to them. “But you have to create the value [to get them to spend their money] on those solutions.” Trends may vary in different areas and seasons, he said, but this initiative remains the same. “We appreciate the retailers who make the effort to go to the events and better themselves,” he said, adding, “That’s why we show up.”

facebook.com/MobileElectronics

CROSSING THE DIVIDE Continuous efforts to share and learn will ensure the industry’s longevity, according to Rookie of the Year Meghan Watson. WORDS BY ROSA SOPHIA

20 Mobile Electronics August/September 2026

facebook.com/MobileElectronics

Rookie of the Year

ookie of the Year Meghan Watson grew up around engines, helping her father and grandfather work on their projects. “I think that primed me for the position I’m in now,” she said, adding that she joined the team at Vernon’s Signature Audio in Lubbock, Texas, because co-owner Leon Winchester needed an assistant. Winchester said, “I was staying late hours trying to get things done, and I needed help.” He added that he told his

partner, Steve Vernon, he didn’t want to hire another installer. “I didn’t want to hire someone to do what I was doing. I needed someone who could do basic stuff. This is where Meghan comes in. She was hired to be my assistant.” Watson began by checking in cars, preparing the vehicles and getting tools ready. She enjoys helping in whatever capacity she can, she said, adding that being an assistant allows her to go wherever she’s needed most in the business.

22 Mobile Electronics August/September 2026

Her diverse background also helped inform her current work. In the past, she worked in the medical field—as well as in law enforcement. She came to 12-volt looking for something different.

THERE’S ALWAYS SOMETHING NEW TO LEARN

Law enforcement, Watson said, took a mental toll on her. She also studied phlebotomy and became a lab technician. Everything we do, she said, prepares

CROSSING THE DIVIDE She’s been handling ordering at the store, which involves a lot of logistical consideration—knowing what’s used the most and what’s selling the best. This transfers into marketing, she said, adding that she feels market trends have a lot to do with what people are most knowledgeable about in the moment. “If they’re educated on something, they can form their own opinion.” In Lubbock, Texas, she said, a lot of people still like it loud and Vernon’s Signature Audio caters to that person, educating on the dynamics of sound.

BUILDING COMMUNITY WILL ENSURE THE LONGEVITY OF THE INDUSTRY

us for the next thing. While each of her experiences has been different, Watson said she learned a lot about relating to people. She continues to draw from that knowledge today. When she attends KnowledgeFest, she heads for the business and sales classes. The lessons, she said, apply everywhere. “It’s human relations. Knowing how to deal with people is huge.” The Rookie of the Year award means everything to her, she said, adding,

“Ever since I was a little girl, I wanted to be the first woman to do something. The more I can learn, the better. I want to keep going.” At Vernon’s Signature Audio, she is cross-trained to handle both sales and installations. Sales is a particular challenge, she said. “People are all different. You almost have to have a master class in how to interact and communicate. You can never learn too much.”

When it comes to improving her skillsets, one of Watson’s goals is to learn to do interiors. While she hasn’t had a chance yet, she looks forward to it in the future. She recently acquired a 2007 Pontiac and plans to experiment, turning it into a project car. She’s also been working to level up as a salesperson. A consultation with a customer generally takes about 20 minutes. A basic education on the purpose of subwoofers, tweeters, mid-bass and frequency “helps them understand what their sound system is missing,” she said. “If they can’t afford an option, they can always come back later and add it in. It’s always evolving.” Vernon’s Signature Audio also offers security options like TURY, as well as lighting. “We have a company vehicle and we put trace lights in the doors and in the dash. They came out looking so good that every single person we’ve showed it to says, ‘I want those.’ It’s not cheap, but it’s something that’s fun.” Once it’s installed in a company vehicle, and the customer sees it, “they immediately fall in love with it.” Everybody loves lights, Watson said, and it’s a lucrative add-on sale at the store. She feels a lot of people don’t know what they’re missing when it comes to audio. There’s a luxury experience available, she said—more than what drivers get from a standard OEM sound system.

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Rookie of the Year

“I think a lot more people would choose to have [an upgrade] if they knew it existed,” she said, adding that many people don’t even know the level of electronic expertise available at a mobile electronics shop. “It surprises me whenever a dealership calls us and says, ‘Hey, can you fix this?’ Because it’s an electrical issue and they don’t have anyone who can do it. In our area, we get a lot of OEM repairs from dealerships or used car lots.” If people are worried about the 12-volt industry disappearing, they shouldn’t

be—such specialized skills are necessary and not widely available, Watson added. “It’s still so important.” She agreed that if shops are struggling, they could lean into that knowledge and electrical expertise, sharing it with their communities. Don’t be afraid to share the information, she added. “I feel like people are afraid to expose their secrets. But we all kind of know the same secrets by this point. Stop gatekeeping, and maybe we won’t struggle so much [as an industry].”

24 Mobile Electronics August/September 2026

The knowledge is the same “and everyone is still going to do things differently. You’re going to learn a lot of different ways of doing things. As long as you’re following your own policy and procedures, you can add your own flavor—mix it up. You can learn something from the next guy,” then apply a different approach. “We’re here to learn from each other. There’s enough money for all of us. The more we share, the more there is for everyone,” because the end result of sharing is letting the community know what’s available.

CROSSING THE DIVIDE

“

Be good to yourself. Give yourself grace. Love yourself. I think we forget that.

KEEP PRIORITIZING COMMUNICATION AND TRANSPARENCY

As Watson has grown in her career, she said she’s learned a lot about business and finances. She’s also learned a lot about customer service. For example, she said, “If something [goes wrong] make sure to tell them. If a plan changes, make sure you’re keeping them informed and doing your best. Communication is key.” It’s also important to be transparent with your customer, she added.

Recently, Vernon’s Signature Audio has sorted out its inventory and Watson has been focused on logistics and scheduling “to make sure everyone has what they need.” When it comes to incoming projects, she’ll get an estimate and realize “I don’t think that part’s going to work for this, so I need to go back and ask the tech, ‘Are you sure this piece is correct?’” This, she added, is good quality control. “I’m also still doing commercial tint and I’m doing tech work when they

need me. I love getting to move in whatever direction I’m needed.” She will also assist in designing projects. “We’re good about checking each other’s work,” she added. “We always go back and double-check everything to make sure it’s what’s best for the car and for the customer.” Watson’s favorite part about her work is the fact that it’s always changing: “One day, you’ll see a busted-out minivan, and the next, an Audi or a Porsche. You never know what you’re going to see, and it’s

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Rookie of the Year

fun to meet the customer and [discover] the customer is just as excited as you are. I love making someone’s day.” Recently, a client drove five hours from New Mexico to bring the shop a 1972 Chevrolet C10 on an El Camino frame, Watson said, adding that it was a favorite project of hers. “We ended up tinting the truck and putting a system in it. He was so excited and happy about it. I just thought the truck was beautiful.” Outside of work, Watson enjoys creative projects and upcycling. “I want to make custom floor mats for my car,” she said, adding that her Pontiac—so far— has only seen mechanical repairs. Since it’s an older vehicle, Watson wants to ensure it’s reliable before moving on to interior work. She advised industry colleagues to learn as much as possible from everyone in their sphere. “Even if you don’t think you can learn anything from someone, I promise you that you can. Everyone has something valuable. It just takes discernment to find it,” she said. “Be good to yourself. Give yourself grace. Love yourself. I think we forget that.”

26 Mobile Electronics August/September 2026

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 retail news

Despite a Small Staff and Ever-Changing Industry, Extreme Soundz is Thriving WORDS BY ROSA SOPHIA

28 Mobile Electronics August/September 2026

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 retail news

30 Mobile Electronics August/September 2026

“

When someone wants to get out of their car to listen to the vehicle, then the install’s not for [the driver]. It’s for everyone else to hear.” Lumberton, NC-based Extreme Soundz celebrated 25 years in business in July. The owner, Rachel Faber, took the store over from her father. The family is based in Michigan, though, where they operate Factory Direct Marketing, a wholesale business. Extreme Soundz assistant manager Cynthia Buie said, “We are one of the only brick-and-mortar stores in the Lumberton area.” Buie worked in the industry in the ’90s, but left and worked as a teacher for most of her career. She recently retired from the school system. As the only female on staff, Buie said she often finds herself defending her wide breadth of knowledge about car audio. But she loves her work. “I enjoy it. I

enjoy music and I enjoy this industry.” The store has six employees and focuses mainly on car and truck audio, but has also expanded its offerings in boats, ATVs, RVs, motorcycle and lighting categories. Buie said they’d like to hire another team member, but it’s been a difficult search. “When we hire, they work alongside someone first. That person has years of experience, so [the new hire] is learning our methods at Extreme Soundz. We’ve always been fortunate to have people who want to learn it the right way.” When it comes to shifts in the way people are buying, Buie said she’s noticed an uptick in Jeep owners coming in for sound systems. “I think

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 retail news

it would surprise some people to know that money is still being spent on audio. This hasn’t changed.” Although Extreme Soundz has been working on motorcycles for some time, the team went deeper into the category in the last five years. “These are

big systems they’re putting on motorcycles, not the simple four-speaker setup anymore. Jerry, our store manager, goes to SEMA and other shows with the owner. He gets a lot of information about new products. Then we do our own research.”

32 Mobile Electronics August/September 2026

She added they’ve also observed “a big jump” in the slingshot market, so the shop does audio and lighting for those, as well. “On occasion, we’ll do sound systems in 18-wheelers. We also do alarms, remote starts and truck accessories.” Often, accessories will become good add-on sales, she said. In the springtime, motorcycle audio is a big category for the shop “when everyone’s getting ready for the rallies in Myrtle Beach or down in Daytona.” After Christmas, remote start season begins. “Those become big during the winter months. Warm weather will always mean motorcycles, slingshots, boats and golf carts. When people are out, that’s when they’re thinking about upgrading those vehicles.” Despite difficulty in finding more staff, Extreme Soundz employees are in it for the long haul. One team member started one day shy of 25 years ago, and another has been with the business for 20 years, according to Buie. Buie’s husband, who passed away recently, also worked for the company and had years of experience and training. The team, she added, continues to train and stay current. “You’ve got to keep up with it or you get left behind,” she said, adding that it’s the same with motorcycles. “I flash the motorcycles here for certain models, and that’s important to keep up with. There’s no such thing as just doing a radio install anymore.” “Everyone who works here now started out young, in their 20s, doing this for their friends. They were passionate about it. I just don’t see those people like I used to,” Buie admitted. “There are motorcycle competitions around here. But the car part of it— quality sound, not the SPL. When someone wants to get out of their car to listen to the vehicle, then the install’s not for [the driver]. It’s for everyone else to hear.” She added that she’d be happy to train people who are new to the industry—“It’s getting them to come into the door” that’s the hard part.

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 Hot Sellers

HIGHLIGHTS FROM ATLANTIC CITY

Vendors offer product upgrades, while ZZ2 presents DIZZPLAY. Meanwhile, post-KnowledgeFest, Peel 3D offers online Expert Session.

WĀVTECH LINK600.5MINI 5-CHANNEL AMPLIFIER If a complete system amplifier is needed, but space is at a premium, the link600.5mini is a great solution. With a footprint of just 11.1 inches by 4.5 inches by 1.66, it will fit in places most 5-channel amps will not. If the vehicle doesn’t have a full-range signal, the link600.5mini features built-in summing for up to six channels of input, so there’s no need to purchase an external processor. It is

34 Mobile Electronics August/September 2026

compatible with Start/Stop systems, and it is also EV Ready. The link600.5mini main channel power is rated at 75 watts RMS x 4 @ 2 ohms, while the subwoofer channel produces 300 watts RMS @ 2 ohms and has a 24dB crossover with subsonic filter and bassEQ. The optional linkRC can be used to control the level of the subwoofer to tailor bass to a specific taste.

SNAP FINANCE ATTENDS KNOWLEDGEFEST ATLANTIC CITY Snap Finance participated in KnowledgeFest Atlantic City for a third consecutive year. Representing Snap, Carlos Lizarraga said, “Snap Finance is focused on driving customers to retail businesses. We ensure the availability of easy financing options to help you close more deals. We pride ourselves in having the best technology to allow instant approvals and the best customer terms in the industry. The foundation to your success starts with our dedicated team supporting you along the way.” Lizarraga went on to thank all MEA retailers who currently use Snap Finance. He looks forward to the next show, he said, adding, “Let’s grow together.”

Pictured here is the loaded enclosure made specifically by Kicker for Tacoma models. The third image shows the Jeep Wrangler enclosure which mounts to the tailgate.

KICKER VEHICLE-SPECIFIC L7TLOADED ENCLOSURES FOR TOYOTA TACOMA AND JEEP WRANGLER (JL OR JK) KICKER has created form-fitting loaded enclosures for specific vehicle models of Ford, Chevy, GMC and RAM, and has now added Tacoma and Jeep Wranglers to the list. All enclosures feature square Solo-Baric L7T Thin-Mount Subwoofers and handle up to 1,200 Watts RMS. Tacoma L7T10-inch Dual Enclosures (4-Door Cabs 2005-2023) fit behind the back seat. Wrangler L7T12-inch Single Enclosures (JL 2018-26 and JK 2007-18) mount to the tailgate.

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 Hot Sellers MODERNIZE LUXURY VEHICLES WITHOUT COMPROMISING THE FACTORY EXPERIENCE Many BMW, Audi, and Mercedes-Benz owners are keeping their vehicles longer than ever—but aging infotainment systems often show their age first. Faded displays, screen delamination, dead pixels, and outdated technology can make an otherwise exceptional vehicle feel old. DIZZPLAY Screen Replacements by ZZ2 replaces the factory screen with a larger high-definition touchscreen featuring Wireless Apple CarPlay®, Android Auto™, and ultra-fast MFI iPhone Certified zOS software while retaining the vehicle’s original Bluetooth, microphone, controls, and OEM appearance. It’s the perfect solution when a traditional aftermarket radio simply isn’t an option, creating new sales opportunities with strong dealer margins and backed by knowledgeable U.S.-based technical support every step of the way.

ZZ2 offered a manufacturer training at KnowledgeFest Atlantic City, and the team posed for photos at the company’s booth.

36 Mobile Electronics August/September 2026

HUSHMAT ULTRA SUPER SHEET 36 SQUARE FOOT BULK KIT Submitted by: Tim McCarthy, Founder / CEO, HushMat, Olathe, Kan. Main Selling Features: “This is an easy product to install due its flexibility and formability in all climates—manufacturer’s performance guarantee. This will adhere for the life of the vehicle.” Primary Objection: Price. How to Overcome: “Highest quality and 100 percent American Manufactured for over 37 years. Never failed in service. You get what you pay for.”

PEEL 3D TO HOST TALK T AN EXPERT SESSION ON SEPTEMBER 30 AT 2:00 PM EDT Although Peel 3D wasn’t present at the most recent KnowledgeFest, over the years, they’ve proudly participated in several events, sharing insights and innovations with the community. If you have questions, join Marcio Knapik and Will Pitarello for a Talk to an Expert session on September 30 at 2:00 p.m. EDT.

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 Model Mentor

STEADY

PERSISTENCE

Michael Betts—one of this year’s Top 5 Vendor Support Techs—says it’s best to know your strengths and focus on honing them. WORDS BY JAMIE SORCHER

38 Mobile Electronics August/September 2026

Steady Persistence

mini-truck—complete with subwoofers in the bed—asked him for help. “He was going to a show that weekend. I told him I didn’t know anything about car stereo stuff, but he told me not to worry about it. He asked if I wanted to go.” This was his first time being exposed to the world of car audio, he added. Today, Betts is a technical support specialist and national trainer with Firstech, LLC. His career was launched because he schooled himself, believed in himself and connected with people who cared enough to give him encouragement and guidance.

Know Your Strengths, Then Focus and Excel

efore Michael Betts could talk, he was into cars. “My mother told me that when I was a toddler, if there was a car scene on TV, like a highspeed chase, I would stop, look at it, and oohh and ahhh,” he said. “When it was over, I would go back to playing. I always had an affinity for cars.” Things began to take shape when Betts graduated from high school. His parents relocated from Pittsburgh, Pennsylvania to Orlando, Florida, where he spent the summer of 1989 as a lock porter at a car dealership. “I moved cars around and washed them after they were serviced.” One day, he said, a coworker who owned a Mazda

After that summer in Orlando, Betts moved back to Pennsylvania and attended the University of Pittsburgh for a semester. “I started buying Car Audio and Electronics magazine,” he said. “It was one of the publications available. At the time, it was the forefront of information.” When a friend from high school approached him about putting a stereo in his car, it took Betts a bit by surprise. “I had never installed a stereo before, never put in a radio, never did anything. I was intrigued by the chance to help him, but I was upfront that I didn’t really know what I was doing.” Still, word was getting around. People knew he was into cars, so friends checked in if they needed something. “All I had to go on was what I had been reading in car magazines,” he said, and yet he ended up building a subwoofer enclosure in his apartment. “If that apartment is still there, I’m sure there’s still glue in the bedroom carpet. I was building it for an old Cutlass Supreme. It was a box for two 10-inch Rockford Fosgate Punch 10s.” Because there was no Internet, “If you wanted to learn something, you had to either read magazines or go to a shop,” he said. “Those car stereo magazines

all had directories in the back. You could call the phone number or send a letter to get more information, and the companies would send you something back.” Betts requested information and received catalogs from a couple of manufacturers, he added. The first shop he visited was small, he recalled—as if they’d just got started. They had some components he needed and the prices were good. He started working there, at Keeping it Clean Car Stereo, in Plum, Pa., in 1993. The store manager, Kenny Giba, gave Betts the job. His first teacher, he said, was installation manager Mike O’Donnell. Betts was assigned to the install bay, and his first week or two involved tasks like emptying trash, cleaning floors and getting boxes together. “By the third or fourth week, I was pulling parts. I thought I was going to come in and hit everything hard, but if you can’t manage taking out the trash or cleaning the floor, then you’re not going to be able to handle working on someone’s car. I didn’t think about it like that at that time.” Betts appreciated O’Donnell’s laidback management style. “He was more of a friend than a manager, but he had authority. If you did something wrong, he would take a moment—maybe laugh about what you did—but then he would explain what happened, why it happened,” and offer instructions to ensure it wouldn’t happen again. Betts is grateful for his strong start, and especially for the guidance he received from mentors. He noted that he didn’t just “arrive” where he is now. “Things were broken, mistakes were made and equipment was damaged to learn the skills and how not to do something,” he said, adding that when he first started, he kept “putting screw holes in subs” during installation. In a two-week period, “I did that to four or five subwoofers. At the time, this was a big deal because subs had to go back to the manufacturer. A lot of times, they

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 Model Mentor

The Firstech team celebrating Christmas together.

wouldn’t take them because it wasn’t a defect.” In what he calls the most pivotal point in his career, Betts said he and O’Donnell were installing speakers in a

limousine. “I didn’t realize until years later, but it was the day Mike was supposed to fire me.” Instead, the two sat in the limo and O’Donnell told him, “You know, building boxes, fabrication and

40 Mobile Electronics August/September 2026

making panels, that’s not you—and that’s okay.” This, Betts said, made sense to him. “He told me I showed potential with security, wiring and product knowledge, and he advised me to stick with that.”

Steady Persistence became the go-to shop for security,” he said. “Awareness for security started to kick in because more people had car stereos, and more people were having their cars broken into. There was a definite need.” He also benefitted from shop owner Kenny Giba’s advice. “He said this to me early on, and it’s advice I share today during training sessions: You can never predict what vehicle will come into your bay, but you can predict what equipment you’re going to sell. Just make sure the equipment will give them what they’re looking for and that it’s in the price range they’re working with.” He also recalled that Giba made him read every owner’s manual for every product they had in the shop—a practice he continues to this day. “And now, many products don’t even come with actual manuals, just QR codes.”

Tech Support, the Ultimate in Mentoring

From then on, he took more of an interest in security. “Two years later, I won first place in the Superbowl Sound for Security. It was a double-points IASCA event held in August in

Pittsburgh at Three River Stadium where the Pirates and Steelers played. It drew competitors all over the country.” This became the catalyst for Betts to continue with the security category. “We

While Betts learned quite a bit from his mentors, his current position is the ultimate opportunity to guide and give back. After transitioning to a few other shops including Audio Worx, where he worked for eight years, Betts took the leap into tech support at Omega Research and Development in 2015. Ironically, he said, the first alarm system he ever installed in 1994 was an Omega. While still working at a car stereo shop, Betts had called Omega’s head of product development, Mike Thompson, with questions about products. “We spoke for about 45 minutes. He told me he appreciated the feedback and asked if we could keep in touch and talk twice a year—once before season to discuss goals and then after the season. We did that for the next few years.” When Omega looked to fill a tech support position, Betts was interested, but couldn’t relocate to Atlanta. He sent in his resume anyway. After two months, Thompson texted to ask if he was still interested. The job shifted to a remote position and Betts was hired. Taking after mentor Mike O’Donnell, his approach is laidback and calm. “I don’t argue,” he said. “I don’t get

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 Model Mentor

Michael Betts, left, with Kyle Kaulis, owner of Erie, Pa.-based Real Audio.

upset. I worked in the bay for years, so I know the frustrations that come along with it. The first thing I do is listen to everything. I let the person I’m on the phone with explain. I find out exactly what’s going on. Then, I consider all of it before I respond.” Then, he said, he’ll ask what tests they’ve performed, when the problem started and how long it’s been going on.

“Techs get frustrated when things don’t work,” he said, adding there’s a lot of stress involved because customers are waiting for their vehicles. “When I’m on the phone, I need to assess the problem, correct it and move on to the next call.” Crucially, though, he said he never rushes anyone through the process. “Some calls take two minutes, and some

42 Mobile Electronics August/September 2026

take 40 minutes to an hour. As long as the problem is rectified, it doesn’t matter how long it takes.”

Increase Efficiency by Shifting Your Perspective

While at Omega, Betts leaned on colleague Jason Ewing for advice. He said he’d become frustrated during his first month on the job. “I knew what the

Steady Persistence

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 Model Mentor

“FIND YOUR STRENGTHS AND FOCUS ON THAT.”

Betts with Jason Billups of JB Associates 12V at the 2026 Davis Distribution Show.

problem was, and I knew how to fix it, but I didn’t know how to articulate it.” Ewing, he said, had helped push for him to get the job, “and I told him my dilemma.” Ewing’s advice became a turning point. According to Betts, Ewing told him he was asking the right questions—“but he told me to change how I asked” those questions. “For example, Jason said to me, ‘If you’re talking to someone on the phone, instead of asking if the orange wire is connected to a yellow or a green wire,

just phrase it differently. Ask, what is the orange wire from the remote start connected to?’” This simple tweak, he said, made a difference. “I started asking questions differently and almost overnight my calls got more efficient,” he said. And this rapport with Ewing is one of the reasons Betts ended up at Firstech. “Jason was already working for them and I had a good relationship with Josh Woodie, and Wade Beebe, his boss,”

44 Mobile Electronics August/September 2026

having met them both at different trade shows. This, he said, is the value of networking and going to industry events. “It was February of 2023 and I was at KnowledgeFest. I was up for Support Tech of the Year. I was talking to Firstech, and they said they weren’t looking for any techs, but told me to send in a resume.” If something came up, he said, they promised to call. Months passed. Betts spoke with Ewing, and then more time went by. “Then Wade called me on a Friday and we spoke for about an hour about everything—family, the industry, business. He was trying to get a feel for me, and I was trying to get a feel for him. I wasn’t actively seeking anything. This opportunity presented itself.” Then, in December, he was offered a job. Betts chose to hold off starting until January because he didn’t want to put Omega in a tough spot during a busy time. “I don’t believe in burning bridges,” he said. “I’ve been blessed throughout my career to work for quality shops and quality owners.” When it comes to offering advice to anyone new to the industry, Betts found himself recalling the same thing he’d been told early in his career: Find your strengths and focus on that. “Figure out the one or two things you’re good at and roll with it. Make it your goal to become exceptional in those areas. Go to some form of training—KnowledgeFest, MasterTech or Mobile Solutions. It’s not limited to those. There are lots of educational videos on YouTube that shops do weekly,” he said, adding, “Find what you’re good at and then work to excel at it.”

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 strategy & tactics

MAKING THE COMMITMENT Presenters at KnowledgeFest offer the same advice: With a strong team, anything is possible. WORDS BY ROSA SOPHIA

We’ve often heard how important it is to share information in order to strengthen the industry. Within the pages of this publication, technicians and salespeople alike have said there are no secrets—just different methods of application. This is evident during industry trainings and in the classrooms at KnowledgeFest, where presenters offer similar perspectives that nonetheless vary depending on location and demographics.

Kevin Hallinan of WINNING, Inc. encouraged industry professionals to stretch their minds and “start thinking bigger.” Salespeople, he said, should shift their mindsets and “believe you’re worth it.” When it comes to understanding one’s own belief system, he warned against complacency. “We need to create empowering beliefs.” This, he added, “impacts your actions and gives you results that tend to support the belief.”

46 Mobile Electronics August/September 2026

STRENGTHENING THE TEAM WITH GOOD COMMUNICATION

At KnowledgeFest, industry pros Jayson Cook and Dan Wilson have spoken about improving communication between salespeople and technicians, thereby building a better, stronger team. Cook was named Sales Pro of the Year in 2019, and Wilson was among the Top 5 Technicians for the same year, as well as a Top 12 Installer in 2024. Both men have worked together for a

MAKING THE COMMITMENT

long time, and through these experiences, learned a lot about how to overcome difficulties in communication. During a previous presentation, they touched on communication with clients and communication between salespeople and technicians. Communication within a store can be challenging when a team has multiple people working together who all have different personalities and communication styles, they said. “This can create tension,” Wilson noted. “Especially when you’re in a shop where everyone’s on commission. If you’re working in the back and you feel like there are failures up front, you might think, ‘Man, this is affecting my pockets.’”

Cook encouraged industry professionals to consider what communication looks like in their own stores, and how they might improve upon it. “You have to know how to balance each other’s strengths and weaknesses.” A larger staff might have more difficulty maintaining strong communication, simply because there are more people involved. Cross-training is also a valuable aspect of fostering mutual understanding. Cook said it’s important for salespeople to recognize when they don’t know enough about a particular car. “Know when to reach out to the tech for help,” he said. “But make sure you’ve done everything you can up until that point so you

aren’t just leaning on someone else to do the work.” Many salespeople don’t have the technical ability, he added. In some situations, a salesperson might not be doing their part to better understand what goes on in the back of the store. “Cross-training is important to increase understanding,” he said. “[The salesperson might ask] ‘Why do we do it this way? Explain it to me.’ If I can explain that to a customer, it helps. We’re all on the same team. We have a common goal.” During the KnowledgeFest presentation, Jeremy “Taco” Patterson, a 2025 Top 5 Sales Pro, shared how a technician at his store is brought into the conversation

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 strategy & tactics

to take measurements and give the salesperson an idea of what’s needed. While the salesperson “sells the dream,” he said, the technician lets them know what’s possible and what’s not possible. “That’s something I’ve had to learn, and that helped me establish where those boundaries are,” Patterson told workshop leaders. A side-discussion took place as audience members and instructors discussed

the importance of complimenting the staff—letting team members know their work is appreciated. “Praise goes far,” Cook agreed. “For me, though, I work better when someone tells me about something I should work on. Now, I have a game plan and I can use that. Some people prefer to hear the compliment first.” Each owner and manager should understand what their team members

48 Mobile Electronics August/September 2026

need as individuals, he added, suggesting the audience consider the following question: “What kind of feedback will help them grow personally?”

PERSONAL GROWTH LEADS TO PROFESSIONAL GROWTH

The growth of a business and a team is often dependent on personal beliefs, according to Hallinan, who speaks about

MAKING THE COMMITMENT

IT’S NEVER TOO LATE TO IMPROVE ONE’S MINDSET

mindset during his training classes. “We are what we believe we are.” He challenges industry professionals to look more deeply at their own level of self-confidence. “You can’t control some things. If you don’t see yourself as worthy, it changes your approach.” A salesperson will stay complacent if their “why” isn’t big enough, Hallinan said, adding that not everyone is

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 we do in that minute.” Hallinan 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, and to let the client share this pain with them. “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. Let’s figure out what’s important to them, not what’s important to you.” When it comes to changing one’s mindset, Hallinan said a common mindset is believing “I can’t charge more in this economy.” The salesperson then succumbs to offering a discount, resulting in a sale. Through this chain of cause and effect, he added, the salesperson will convince themselves they were right about being unable to charge more. Instead of giving in to this, he encouraged industry professionals to develop better belief systems and to cultivate a sense of abundance. To learn more about this topic, Hallinan recommended Life Without Crutches: Finding the motivation, strength and balance to stand on your own by Jon Kowanetz.

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 strategy & tactics

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.” Responsibility, he said, is the opposite 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. We make excuses as to why we can’t do that. Most of the ‘reasons’ 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 a lot of that stuff weighs us down and negatively impacts 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 feel like there’s a line we feel like we shouldn’t cross,” he said. “In selling, the first one to talk money loses.” Hallinan noted that when it comes

50 Mobile Electronics August/September 2026

THE SKILL TO SELLING

 strategy & tactics to selling techniques, he might suggest asking the customer what they feel they’d be willing to invest, or asking them 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.”

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MAKING THE COMMITMENT

Get the Alpine Touch The original Alpine Lamborghini posters covered walls of garages across America. We have received official permission from Alps-Alpine and Lamborghini S.p.A. to offer this limited edition collector set, which includes four of the most iconic poster images from Alpine’s debut in the USA through 1990. Reproduced faithfully on archival paper and available in two sizes, each is an exacting reflection of the original.

Accompanying the artwork is a hand-numbered Certificate of Authenticity signed by Alpine’s founding North American executive team from the 1970s. We invite you to examine and acquire the complete Alpine graphic collection. www.TheAlpineTouch.com

© 2024 On-Board Engineering and Sales, Inc., hereby declares it has obtained official permission from Alps-Alpine North America Inc., and Lamborghini S.p.A. Sant’Agata Bolognese, Italy for the authorized usage of trademarks and copyrights in relationship to “The Alpine Touch” production and poster initiative. © 2024 Alps Alpine North America, Inc.

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 installs

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MAKING WAVES The customized build on this Chaparral boat brings concert-quality sound to a day on the water. SUBMITTED BY: MIKE HUDSON, BOOMERS AUDIO

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 installs This Chaparral motorboat was outfitted with a full sound system, customized to be “the best sound on the water,” according to Mike Hudson from Boomers Audio. “He wanted tons of bass, and he wanted it to be clear and clean with zero distortion and tons of power,” Hudson said, adding that the system had to be able to play without draining battery power. The owners of the boat—a husband and wife—sit between five to seven hours and swim off the back of the boat, playing the stereo. “His wife will sit on the lounge, and she wants the two speakers and sub to be on its own zone so she can listen to her music while watching people swim. They can hear it, too, and she can control it herself.”

The build featured custom RGBS, a Fusion WB675 Radio Main Unit, Fusion Commander Knob Helm Control, and Fusion ERX400 Rear Swim Platform Controller. The following Wet Sounds equipment was also installed: • 5-pairs Zero 6 horn Coaxials • 9-Revo 10” FA S4 V3 subwoofers • Wet Sounds 1-pair-Rev HLCD 10” Tower speakers • 1-Sdx4 bow and cockpit mids and highs • 1-Sdx2 for the tower speakers • 2-Sdx4 for the mom zone powers 2 zero 6 and subwoofer • 2-Htm-1 subwoofer amplifiers pow ering the other 8 subwoofers

56 Mobile Electronics August/September 2026

The build utilized Xantrex batteries: Three 125 AH lithium ion phosphate batteries, one Trucharge3 lithium charger, and one battery override switch at the helm for boat servicing. Custom grilles were fabricated by Tyler Parry on the laser cutter, with a backloaded Zero 6 and lasered grille for clearance so the engine hatch can go up. The overall goal, Hudson said, was “to have it sound like you’re in a live concert.” The boat owners gave the shop permission to make design decisions. “I drew up a diagram and system, and next thing you know, it was a done deal,” he added.

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FROM THE PRESIDENT

“

Don’t ask yourself whether you think you can win. Ask yourself, is what I’m doing worth being proud of?”

PUT YOURSELF OUT THERE

Those who deserve recognition are the least likely to seek it.

Over the years, I’ve noticed something about our industry. The best operators are usually the last to raise their hands. They’re busy running their stores, taking care of customers, completing installations and managing employees. Most are also their own toughest critics. Ask them how things are going, and instead of telling you what they’re doing right, they’ll tell you what they still need to improve. So I ask them, “Why haven’t you nominated yourself for an industry award?” And I hear, “I don’t know if I’m ready for that.” But how will you know if you don’t participate? The Mobile Electronics Industry Awards recognizes the people and businesses working every day to make themselves and our industry better. There’s value in simply going through the process. Take a Good Look at Your Business When you participate, you have to stop and look at what you’ve accomplished. What makes your business different? What did you improve this year? What challenges did you overcome? What kind of experience are you giving your customers? Those are questions posed during the Industry Awards process, but they’re also questions every owner should be asking. The problem is that we don’t always have time to ask them. We’re focused on today’s jobs, this month’s numbers, finding employees and taking care of the next customer through the door. It’s easy to spend all your time working in the business and not enough time looking at the business. The awards process makes you do that. You may discover things that make you proud. You may also discover a few things you need to work on. There’s value in both. Recognition is Worth Something There’s a real business benefit to being recognized. If you’re named as one of the Top in the industry, tell your customers about it. Put it on your website. Share it on social media. Display it in your showroom. Include it in your email marketing. The same goes for your people. If one of your technicians or salespeople is recognized among the best in the industry, celebrate it. Customers don’t always understand what separates a great specialty retailer from an average one. They may not know about your training, your installation standards or everything you do behind the scenes. Industry recognition helps tell that story. It gives you third-party validation of something

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you’re already telling them: We take what we do seriously. That recognition matters inside the building, too. When your business, or someone on your team, is recognized, your employees share in it. That helps you keep good people, and it helps you attract new ones. You Don’t Have to Win There can only be one winner in each category. But everyone who participates has a chance to learn something. Look at the other retailers who get recognized. Read the coverage of their businesses in this magazine. Look at their showrooms when you get the chance. Listen to how other owners talk about their companies. You’re going to see things that make you think, “That’s a good idea. We should be doing that.” That’s a win. You may also go through your own submission and realize how far you’ve come. That’s a win, too. Nominate Someone Else Here’s the part I’d ask you to think hardest about. The people I described at the start of this column, the ones too busy and too self-critical to put their own name forward, are not going to nominate themselves. Waiting for them to do it means they never get recognized. So do it for them. Think about the technician who has been with you twelve years and trains everyone who walks in the door. Think about another shop that does clean, careful work and never says a word about it. Nominating someone takes a few minutes. For the person on the receiving end, it can mean a great deal. Sometimes people just need someone else to say, “I see what you’re doing, and it deserves to be recognized.” Put Yourself Out There I know some people are uncomfortable nominating themselves. They feel like they’re saying, “I’m the best.” That’s not what you’re saying. You’re saying, “I’m proud of what we’ve accomplished, and I’m willing to put it out there.” Don’t ask yourself whether you think you can win. Ask yourself, is what I’m doing worth being proud of? If the answer is yes, put yourself out there. Nominations for this year’s Mobile Electronics Industry Awards close September 9. Visit MEIndustryAwards.com for categories, qualifications and the nomination process.

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