more money for each sale with the right tools and the resume we have. There aren’t as many tickets but each one is bigger.”
Knowledge is Power Being located on one of the busiest intersections in the city has its perks, but that doesn’t mean the need for self-promotion is off the table. Social media is used as an inexpensive marketing tool, both to get people in the store, and provide potential clients with reviews on sites like Yelp. “I have one bad review on Yelp, which ended up not being worth the trouble to pursue it. The reviewer had never even been to the store,” he said. “We don’t have a lot of customer complaints but when we do we try to handle it fairly.” The shop uses Facebook, Yelp, and Instagram for social media, while using Groupon and Living Social as promotional tools. Groupon in particular has helped expand the customer base, attracting more female customers who had previously been unaware of some of the options available in car audio. “It’s all about bringing clients into the store. Most
of my Groupon customers were female, older, and had never been into a car audio store. I explain
you can add an iPod input to any radio and their response is, ‘I didn’t know you could do that.’ I seri- ously wine and dine them and treat them better than they’ve ever been treated. Our female customers are our best. They spend the most money and are the most decisive.” Keeping customers informed on the possibilities
available has both educated them and set the shop apart from its competitors. “Educating our clients with proper facts and a little bit of knowledge goes a long way. It fills their head with tools they can use to maybe not get screwed in the process. Usually when they go from my shop to another, they see the things I told them to look for and run back to us even faster.” Awards and profit aside, perhaps the biggest per- sonal accomplishment for Autry has been buying out his investors and becoming debt free. “I have a little quote I like to say: ‘There’s noth-
ing that can’t be achieved by our team.’ We have over 14 years of experience and are the leader of car audio in Central California,” he said. “Taking one client in at a time and over-delivering keeps your clients from straying. They always come back with confidence.”
me-mag.com 49
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68