RETAILER NEWS Taking Sales to the Next Level


Success for any retailer lies in effective sales strategies. This includes not


only direct sales, but also selling through merchandising and display tactics. Mike Bartells, president of Mechanicsville, Va.-based Extreme Audio, realized this and decided he needed to have a team of skilled installers who are also adept salesmen. To make that a reality, he called upon experts in their respective fields. The first


was Marcel J. Newell of Avidworx to improve the shop’s merchandising and display tactics. Next was Del Ellis to train the team in direct sales strategies. Bartells said he met Ellis at KnowledgeFest through Marcel. He knew that these were two professionals who could improve the success of his shop. “We are installers and enthusiasts who have worked our way into what we are


today by having desire, expertise and enthusiasm over the years,” said Bartells. “Del started as a sales guy. You combine your technical knowledge with his sales techniques, and you have a winning combination.” This is the second time Extreme Audio has brought in Newell and the first time bringing in Ellis. Part of the two overhauls Avidworx did included enhancing the shop displays, putting in new Imageworx displays and pulling all product from the floor, and much more. In regards to direct sales, Del taught the Extreme Audio team how to successfully attract customers who first call into the shop. He also provided the staff better ways to ask for a deal. The results were apparent to Bartells . “Customers customers were more comfortable because they recognized me and my team as experts in the field,” he said.


44 Mobile Electronics November 2012


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