030 INTERVIEW
“At the end of the day, a distributor continues
representing a product only if he keeps his supplier happy and we seem to be able to achieve this despite what may seem to be competing lines.”
trading industry. However, Peter considers the Australian market to be technology hoarders and clearly that works in his favour. “Australians purchase much more high-end gear per capita than most other western countries. This is also why Australia is such an important market for most suppliers, as an example with one of our biggest music technology products, we are the forth largest market in the world by sales after USA, Germany and UK. Not bad for just over 24 million people,” he laughed. Thinking beyond the selling point is viewed by Peter as an important aspect to running the business, diversifi cation must be part of a company make-up if it is to have any hope of survival. The distribution company is split into three clear sectors, MI, commercial and performance audio, and music technology, each of which has a fairly equal stake and this allows Peter and Drago to underpin their viability even during downturns and peaks of any one market segment. Expanding on diversifi cation, CMI is also in a position to offer its customers a design service, which Peter said came about quite naturally but is taking the company in directions even he never thought possible. Commenting on day-to-day diversity, Peter said: “Just two weeks ago Simon Tait one of our system designers and consultant liaison offi cers was the key note speaker on Audio Systems for Evacuation at the fi rst Australian Road Safety Conference. “I found it quite funny to watch the warehouse guys unload 14,000 ukuleles to fi ll a large chain order on one day then the next I was in Brisbane with Simon at the Australian Road Safety Conference.” This stark contrast of events is a far cry from the beginning and although Peter is still a long way off from the end of his career he is quick to reference a couple of inspirational people who have got him to the place he is today. Peter acknowledges Paul Mulholland of Jands and Chris Kennedy of Norwest Productions and
commends them for their “relentless passion and commitment to what they have been doing for so long. I take my hat off to both of them.” Passion is something that rides deep with Peter, it is passion, enjoyment and a hard work ethic that has made him the well respected industry fi gure that he is today. He is certainly thought of in high regard by some of the manufacturers he works with, Waring Hayes, Technical Brand Manager at XTA and MC² Audio said: “Peter and CMI are a pleasure to work with, going above and beyond the call of duty not just with their care of customers, but also their peer to peer relationships. Having spent time with them all in sunny Melbourne, I can honestly say they couldn’t have impressed or welcomed me more. Some day I hope to understand Aussie rules football, but until then I look forward to my next game and Peter explaining it
...again!” Sales Director for dBTechnologies, Michael Herweg added: “Peter and I fi rst met when I visited CMI back in 2007, I’d just been appointed as Sales Director for dBTechnologies. We didn’t get off on the best foot but he accepted my proposal to start a fresh so we shook hands and became friends for life. Looking at CMI then and today, I realise the amazing job he did, growing the company to be a true leader in today’s audio industry in Australia. We still meet at least once a year, and I enjoy his company very much. There is nobody more honest or more direct than him.” Never one to shy away from hard graft, Peter along with his brother Drago and major shareholder Graeme all plan on being involved with CMI for as long as possible, continuing to grow and strengthen the company. Over the next fi ve years the trio will take on an advisory board role rather than heading up the day-to-day running of the company, which will leave Peter more time to enjoy his favourite hobby of travelling abroad and seeing what the big wide world has to offer.
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