You’ve weathered the car audio retail Ice Age by training and retraining yourself on integrating car audio and electronics into all manner of cars.
You are a survivor, but more, you are a skilled technology technician, just like Apple “Geniuses.” Now it’s time to get that message across.
We recently referred our readers to a story in the Detroit News on how General Motors is asking its dealers to create in-store Genius Bars modeled after Apple Stores to teach people about car stereo. What an idea. Why don’t car audio dealers do that?
Some GM dealers are setting up a table with a couple of iPads and scheduling appointments for consumers to sit down and get some training on new products. And they are holding classes on new technology; perfect tools for a car audio dealer to use.
Instead of private sales, how about VIP in-car tech training?
Car audio retailers might demo how to use voice control, how to tether a phone, pair a phone and display apps. They might explain all those settings on an amplifier. And demo the latest in backup camera tech, like 360 degree systems or even aftermarket blindspot detection (Goshers) or crash warning systems (Mobileye).
The point is that Apple has reset the bar for electronics retailing and in the next few years, if you are not trying to match it, you will be outdated.
Best Buy is using a similar strategy in its turn-around attempt, which is starting to work, by some accounts. Best Buy stores now house Apple centers, Samsung and Microsoft centers, each with a super-trained staff member (“Genius”) to answer questions. It’s the ultimate, trained salesman. Like you.
Car Toys just spent millions of dollars to revamp its stores to offer demos on the above. Why? Because 82 percent of smartphone owners want their device to communicate with the car, says JD Power, and more than 67 percent of car owners had a smartphone as of May of this year.
These are amazing numbers! Be a genius and make the most of them!
CEoutlook Editorial
What GM is saying:
Wanna Close your store and or sell GM stuff because we want to cut you out of the loop!
We will do anything and everything to make sure the aftermarket is not installing stuff in what we think is Our cars even if its after the sale!
This is not Just GM its Ford Honda Toyota Chrysler almost every car maker in the world.
BMW is the worst if you did anything to a BMW they Claim you voided the warranty without PROOF!
Everyone Knows BMW don’t make mistakes when making a car! (And this always makes me wonder why 50 of them are at the service center having work done on them all at the same time?) Surly its not all tune up’s,break jobs and oil changes at any new car dealers service center!
Now you want the Aftermarket to teach the GM owner how to use his GM Product? I’d rather take it out of the dash throw it away and put in something that sounds good and last more then 3 years.
BRAVO ! ! !
SPECIALTY RETAILERS, PAY ATTENTION…
Wanna remain relevant? Wanna be perceived as the expert? Wanna keep consumers coming into your store? Wanna have the opportunity to talk to consumers who want tech stuff in their car? Wanna find a way to grow business?
READ THIS ARTICLE. COPY IT. POST IT IN YOUR BREAK ROOM OR REST ROOM. READ IT AGAIN. FOLLOW IT’S ADVICE. READ IT AGAIN.
GM is paying attention. They want their consumers to be knowledgeable about the technology that IS IN THEIR CAR.
There is always some one who will claim they already know it, don’t need to know it, don’t wanna know it, “I’ll be selling my car soon”, hate it, tried it already, can’t be done or about 80 bazillion other lame excuses. That is why what we do is called work!
You teach ’em. You create demand for what you sell in this category. You fill that demand profitably. You become the source for what, how, why and where. Being in charge is important. This is one very good way to help you get there.
Those who take this or a similar path will have a good and frequent shot at these consumers. Those who elect to sit and watch, might not have such a clear and frequent shot.
Great stuff!
Ray Windsor
German Maestro
This is a great idea, BUT when I attempted to do this type of thing in my shop (admittedly in a small town!) the turnouts were sparse. Part of the issue may be time constraints. Part may be consumers hate to admit what they don’t know. That’s where the “I don’t need that” comes from. It would be beneficial to the industry if dealers find a way to make this kind of thing work.