As we have traveled the world speaking to dealers and listening to their input, we have discovered a number of common challenges and many related solutions. The “ideas” ad that brought you here was in direct response to those conversations. We have created this space to provide you with informative insight to help you grow your business, enhance your relationships, improve your policies and procedures and generate more profit from your efforts. We invite you to look around and take away as much information as possible. The more you know the better you can be.

Stay strong and live life to the fullest, Jeremy and Dave

This video contains musings from SpeakerCraft CEO Jeremy Burkhardt, VP of Marketing Dave Donald, Director of Sales Jason Markley.

Please enjoy these quick and easy tips on improving business in this ever evolving market. Knowledge is everywhere, find it and share it with those you care for. Please take the time to slow down, read, relax, concentrate, breath, show compassion, behave as if your mother was watching, speak kindly, work hard, think and brainstorm daily on your business and view our amazing world with eyes of wonder like a child, imagine your dreams and make them happen - Jeremy

Never before have media outlets been more starved for content. Be it print, radio, television or the multitude of Internet portals, everyone is battling for interesting and unique information to deliver to their audience. This is an opportunity just waiting to be exploited.

We all know that the products and services we provide are of great interest to the majority of the population. The fact is, people are interested in what you have to say. It may be while you’re in line at the supermarket or over drinks in the bar before you sit down to dinner. People want your opinion on the latest flat panel display or a recommendation on how they should set up their surround sound system. Here is a chance to parlay your knowledge into a powerful marketing effort.

Here’s how to get started:

• Assemble a list of media outlets in your local area
• Magazines, newspapers, radio and television stations
• Contact these outlets and ask for the name and contact information for the editor or reporter that covers the tech beat
• Contact these individuals and explain that you would like to provide content on the state of the consumer technology    industry and related developments
• Write a press release every month on any relevant topic and submit it to these outlets
• Offer to write a column on topics that will inform consumers who are looking to make technology purchasing decisions

The key to this effort is consistency and repetition. You want these people to create a direct link between you and the industry. Don’t be surprised when you start getting calls from editors and reporters looking for a statement or an expert opinion. You can become the spokesperson for the industry in your market and all of this costs you nothing but some time and effort.

Of course you would like every person in your community to be talking about your company and the amazing products and services you provide. If possible you would be on every major network shouting the benefits of working with you and your team but the resources just aren’t there to make that a reality. So how can you get people talking about you with little or no financial investment?

Consider the value of community organizations and private clubs. These groups have regular meetings and are always looking for a good presenter who can talk on a subject of interest to the group. This may be the Elk’s Lodge or the Rotary Club or a college Alumni group. All of these organizations hold monthly gatherings that you can address.

“But what would I talk about?” you ask. Remember, you are a part of one of the most exciting industries on the planet. Pick a topic that resonates and have at it. You may want to discuss the digital TV switchover or the benefits of high performance surround-sound in a home theater. Put together a PowerPoint presentation with pictures of some of your finest installations and talk about what a difference a professional custom installation can make.

The result, at the very least, will be a more informed public that will share your message with others. At best you will generate direct interest from attendees and close jobs on the spot. This is such a no brainer. Maybe you aren’t the best one to make the presentation and you want one of your hot sales guys to do the honors. Think about bringing several people to talk to individuals after the presentation.

Any opportunity to spread your message is a positive step. Doing so in front of a group only multiplies your effort.

Getting the attention of prospective clients is a full time job. One of the most effective ways is direct mail. The success or failure of such a campaign is dependent on a few different factors.

First define and script your message. As with most marketing efforts the message needs to be short, succinct and impactful. It must trigger emotional responses in your potential customers. This means a focus on the specific benefits of your goods and services. Technical information is usually not part of the message unless the target audience demands it. It is far more effective to concentrate on the sizzle not the steak. As you move forward you will constantly be tweaking and refining your message as you determine the elements that have the greatest effect.

Next, determine the marketing vehicle. Are you going to send out postcards, tri-folds, brochures, etc. This is where you can get very creative. Remember, the first goal is to get them to stop. Regardless of the quality of your presentation, if they don’t stop to look at it, all is for naught. One of the most effective ways to avoid being dismissed as junk mail is to send your material in a hand addressed envelope with no return address. Most folks can’t bring them selves to toss it without at least a cursory inspection.

Once you’ve stopped them the focus is to get them to take action. Call an 800 number, go to a website, return a response card, anything to allow you to capture the response. Be clever. They have seen it all before. This is no time to play it safe.

Now comes the scientific process of selecting of your audience. Of course you can hit your current database but you need to go further. There are a number of different services that provide mailing lists based on thorough demographic research. You can select names based on age, sex, income, hobbies, geographic area, zip codes and numerous other criteria. The best direct marketers are constantly reviewing and refining their mailing lists based on response percentages.

Lastly, be prepared for the activity your campaign creates. Have a deliberate system to capture responses and a process by which these responses turn into sales. Direct mail can be a critical part of building your business if you give it the time and attention it deserves.

Be first in the minds of your prospects
Create the right perception
Focus on one message and own it
What rung on the ladder are you
Present the opposite position of your competition
Create the proper perspective for your customers
Don’t attempt to be all things to all people
Sacrifice some customers to get the ones you want
Understand your competitions attributes
Admit your negatives and positives
Single bold strokes are the most powerful
Don’t imagine you know your competition’s plan
Don’t let success lead to arrogance
Expect and accept failures

Whenever a vehicle leaves your parking lot there is an opportunity to spread your message to the community. How many times have you been at a stoplight and read the entire side of a truck or delivery van? Wouldn’t you like to have people reading your message while sitting in traffic or waiting to turn left? Make it happen.

Something as simple as a magnetic sign can communicate your basic information but if you want to have the most impact possible, consider a complete vehicle wrap. The creative possibilities are endless. You can display product images, massive graphics or even interiors of your store depending on the message you want to communicate. The result is a rolling billboard that grabs the attention of everyone that sees it.

Google “Vehicle Wraps” on the Internet and you will have numerous examples of companies and graphics that are already in use in various industries. Take advantage of this chance to stand out from the crowd and propel yourself forward in the minds of potential customers.

Too many businesses attempt to make a big splash in the entire market and simply don’t have the resources to create as much as a ripple. Vertical marketing allows you to break the market into smaller segments and take a rifle approach as opposed to a shotgun spray.

The market can be divided in any number of ways but one effective plan is to pick a particular profession and go deep. For example, orthodontists are certainly well within the financial demographic most dealers find desirable. Take a careful look at these proficient tooth straighteners and see what they drive, what they wear and where they live. What publications do they read? Do they belong to an association? Do they have regular meetings? Would they like to hold one in your store? It’s amazing how much you can find out about a particular profession if you invest a little time.

Now, with what you’ve discovered, create a unique message focused at this particular group. Insinuate yourself into their circle of influence. Create a direct mail piece just for them. Better yet, hand-deliver materials for them to peruse. After you do your first job for someone in a specific group, ask for referrals that are within the group. Once you begin this process you will be surprised how easy it is to transfer the process to other professions.

Each and every client you meet should be a client for life. The better you get to know the person you are servicing early on in the relationship the more you can build on the foundation and establish an amazing relationship. It is our job to understand, qualify and fulfill our client’s needs. In this business we often don’t sell to their needs but, to the level of technology we feel comfortable with or to the price points we can afford ourselves.

Use this simple check form and keep it in your clients file or on their job memory stick and continue to update it throughout the course of your career. The relationships you make now should be viewed as building blocks for relationships for life.

Ask open-ended questions that will allow you to better understand their lifestyle and therefore better service the individual or family. These questions shouldn’t be read like a list but casually discussed and filled out on your formal qualification sheet while talking. Taking notes is great and non-offensive as long as you are sincere and really interested in helping them with the knowledge you gain.

These are just examples of some questions you should ask and know about your clients. You can use each piece of knowledge gained to show them you pay attention, listen and care about servicing them. From showing up to finalizing the system with popcorn, licorice, a bottle of wine with wine glasses and a DVD they will appreciate, to asking their children by name if their video game is easy to use on their new flat panel, it’s all about service. The better you know your clients the better you will be able to serve them. Be an active listener, people love to talk about themselves.

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