By James Chevrette
The majority of Mobile Electronics Specialists of America (MESA) dealers reported an increase in business for 2025, and the theme of the recent MESA Summit in Westminster, CO was “look at all the opportunities.” Ryan Gunter, Executive Director of the MESA buying/marketing group, said, “There are so many opportunities in the market for 2025, we just have to embrace them.”
Over 60 percent of the 169 MESA dealers reported increased business year-over-year, but 60 percent of MESA dealers also reported foot traffic was down. How did they achieve an increase in business with fewer people in the store?
MESA members are going where the customers are:
- Car Shows
- Parking Lot Events
- Bike Rallies
- Boat Shows
- Jeep Events
- Power Sport Weekends
Over 45 percent of MESA dealers held onsite sales at events this year. Gunter told an assembly of MESA members, “If you could do a month’s worth of business at one of these events, you get an extra month of business. Imagine 13 months of business instead of just 12.”
At first glance, these numbers might not seem to add up, but MESA dealers have achieved a significant milestone: they are reporting significant increases in average invoice amounts. Dealers achieved this through offering more products and services to every customer that comes through the door and by pursuing new opportunities.
Sales trainer Dan Bowman stated, “Become the store that can do everything—wheels, PPF, window tint, etc. Be the store that doesn’t say no; figure it out! After the job is complete, ask the customer ‘what’s next?’ The customers will tell you what they are thinking about purchasing.”
Mercedes Whiles, Marketing Manager and Graphic Designer at MESA, offered digital marketing advice. “Social Media works like a gym membership, just signing up once isn’t enough. It’s a steady presence that gets results. If you’re not present, someone else is…”
John Coleman, a founding member of the MESA group, said 95 percent of the MESA family was in attendance at the Summit. “What other event has this kind of attendance?” he said. Special mention goes to Mike Dixon of Audio Logic in Florida, who was unable to attend but who sent a note to the MESA family.
