a word from MERA
Where Would You Be If You Weren’t Here?
T
CHRIS COOK PRESIDENT
he obvious answer to this question is somewhere else. But think about the circumstances that led you to this industry
and this profession, whether you are a storeowner, installer, salesperson or manager. Somewhere along the line you decided you like the idea of selling or in- stalling sound, security, safety and sight for a living. You do it in such a way that it made a personal statement for your customers, not to mention a nice chunk of change for you. More than likely it wasn’t something that came from college or vocational school. It was an inspira- tion from a friend, parent or relative who shared an idea, experience or technique that started your journey. Fast-forward to today: Some of you
— many of you, in fact — are struggling. You’re trying to figure out how to get more customers in the door without spending a ton on marketing. And even more of you who aren’t necessarily trending down are not trending up either, and you’re wonder- ing if there’s a point to continuing. Before you think about giving up, think about this: What if you had never gotten into mobile electronics as a career?
“Tis stuff is in our blood. When there’s work to be done around the house, we are pulling out $100 screwdrivers to tighten $2 cabinet knobs.”
Would you still be in the automotive field, expressing a devotion to cars in some other capacity? Or would you be an artist, taking visual concepts from your mind map and transforming it into reality on canvas, paper or sculpture? Maybe you’d be a builder who likes the feel of wood and the power and symmetry of tools. The answer, more than likely, is yes.
You wouldn’t have fallen far from the tree. This stuff is in our blood. Let’s face it: Even those of us who claim to have exited the industry or moved on to “desk jobs” still have toolbox towers in our garages and, in some cases, in our closets. Our junk drawers are filled with speaker
66 Mobile Electronics February—March 2013
wire, connectors, old spools of solder and electrical tape. When there’s work to be done around the house, we are pulling out $100 screwdrivers to tighten $2 cabinet knobs. The home computer and entertainment system show nary a wire because we’ve loomed and routed to our heart’s content. And don’t let a neighbor mention they’re having a problem with a loose speaker, engine noise or bad reception. We’re over there in a heartbeat, tools and all. Here’s how I see it. There are thou- sands of people struggling in dead-end jobs that depend on a paycheck. I would rather struggle doing something I love — and be in a position to make my situa- tion better — than be at the whim of a machine that determines your worth on factors outside of your control. And that’s the key: You can make things better. But you need to reach out for help. Many of you think MERA is just
KnowledgeFest. But the core of MERA is its members. Every retailer who has joined MERA has a desire to learn more, but also a willingness to share their own experiences for the benefit of others. Imagine a conference room full of these proactive people, and that’s what Knowl- edgeFest really is. Chances are you know someone else in this industry who may have a strategy, technique or idea to help you. Just get on the phone, on Facebook or in your email program and ask. The next part is also important. Find a
way to record the steps you take, whether you write things down, take pictures or save receipts. This is what you’re going to use to pass on your own experience, whether it’s good or bad. You don’t need to be a MERA member. But in an industry that’s surrounded on all sides by carmakers, smartphone makers, video game makers and count- less other industries trying to take your customer’s discretionary dollar, you need allies. This is no time to look at your four walls and hope things get better; you’ve worked too hard to walk away. New ideas are the best way to rediscover your excite- ment for your business and your profes- sion. You know just where to get them.
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