This Guy Kills it With VIR

By James Chevrette

Laketown Speed and Sound, UT managed to increase its amplifier sales by 10 percent recently, even while many were seeing a slow down in sales. And it did this selling amplifiers at full MAP (Minimum Advertised Price).

Owner John Muller achieved this by leveraging his VIR (volume incentive rebate) dollars to invest in wiring kits and bass knobs under a program offered by Kicker.

Then, when a customer asks the shop to match an online price for an amplifier, the shop not only meets the price but includes a free bass knob or amplifier kit with the purchase.

VIR originated as an incentive to pay for print advertising back in the day when print was big. But today, many dealers and distributors use it for everything from employee incentives to vacations for the owner.

Muller, through the Kicker program, brings VIR back to its original use –marketing. “We used VIR to drive business. Our partnership created a win-win, isn’t that what VIR is for?” he said.

Much of Laketown’s business starts online either by social media or the company’s website.

“We have dedicated software that immediately lets us know when someone has questions from one of our online platforms. This ensures a fast professional response to all online inquiries. Foot traffic has slowed down, customers are now shopping on their phones, and we have to go where the customers are,” Muller said.

He added, “Supplier partnerships, our website and our social media presence are keys to our growth, but we don’t neglect investing in our staff. We spend upwards of twenty thousand dollars a year on attending shows like KnowledgeFest, MasterTech and manufacturer trainings. Knowledgeable staff and networking to surround ourselves with others with the same passion for our industry have pushed us to grow. We are already planning for increases in 2025.”