030 INTERVIEW
start a family. He set up his own consultancy fi rm and worked for a couple of manufacturers before being approached by Loud, the corporate parent - with headquarters in the US - which looks after brands including EAW, Martin Audio and Mackie. Davwinder declined the fi rst two pitches by then Senior Vice President of International Sales, Frank Loyko. At the time the company needed a lot of work in the APAC region and Davwinder was not in a position to put himself on the line in that way, and for a while he stuck to his guns. However, as a self- proclaimed sucker for pain and challenges, he agreed to meet the team at the PLASA Show in 2005, which comprised Ken Berger, Frank Loyko and the then CEO Jamie Engen. “I spent two day at PLASA, I met Adrian Bell and we just clicked from the moment we met. Jamie was a smart man, he just knew something. It was not the brand, it was not the company, it was the people. There were people at Loud that I identifi ed had some kind of energy that just drove me towards them. “I still remember that night, Jamie was sitting at the bar alone and it was past midnight. I walked up after having dinner with Ken, Adrian and John Boudreau. We’d been to this nice Japanese restaurant, and everyone went to their rooms. I walked up to Jamie and said, ‘wow what a nice bunch of guys, what a lovely dinner, thank you very much for giving me this opportunity’. “I sat down, had a drink and we started talking, but not about work. We talked about life, about friends, about family and it was probably close to two or three in the morning and I turned to him and said ‘yes I’ll work for you’. “I remember people from the industry seeing me there, a close friend from the media was there and he was like, ‘what the hell are you doing? You shouldn’t be working for them you won’t last three months’. The challenge was set. I said, ‘I’ll tell you what if I still have a job in my fourth month you’re buying me lunch’. He bought me lunch.” Davwinder has worked hard for Loud over the years, and as he approaches his eighth year working for the company, this will mark the longest period of time spent with a single company. He has stuck with Loud through its toughest tests and played a vital role in bringing it out the other side. Two things Davwinder believes have made Loud distributors still around are his commitment to multilingualism, and his passion for the audio world, which the distributors also share. He recalled a particular incident with a distributor partner - who was also a friend from before his time at Loud. “There was one partner who said, ‘I have a warehouse full of your gear, please take it away, send your shipping guys and take it away, I do not want to be your partner anymore’. “And this was a partner that had been with Loud for almost 20 years. I looked him in the eye and said, ‘give me six months, I know we’ve got faults, I know we’ve made mistakes let me fi x this. If in six months I do not fi x the majority of these problems you don’t have to say a thing, I will bring my shipping guys and we’ll take the stuff away.’ That was six and a half years ago, and he’s still my partner today.” Davwinder has also been punched in the eye during a tradeshow by one of his distributors, and while some people might have punched back - he didn’t - and this is a testimony to his character. Instead, Davwinder puts this down to passion, the customer was angry at the lack of support from Loud, and could have simply given up on the company, but he wanted to resolve the problem. Today, he remains one of Davwinder’s distributors, one which places large orders, and he also considers him a friend. Davwinder has a close relationship with his distributors, as he explained: “I have a great relationship with my partners. I have no issues giving my partner a hug and saying I love you. In APAC this is what drives the business... relationships.
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