Attitudes: Learning the Hard Way
In these days of shrinking sales, price points, margins and customer traffic, many dealers—from AV to 12-volt—rely on the hard-won profits generated by installation services to keep their businesses afloat. Think of those services as being on par with guns and religion: mess with them and you’re facing a world of hurt.
As we move into the New Year, dogged by a sick economy that won’t get better any time soon, let’s hope Directed Electronics, and other manufacturers that might try a similar initiative, learn from recent mistakes.
Last October, Directed launched a program (see page 10) through the Web site of its Viper security division where it set the price of an installed security system and then directed consumers to the retailer/installer. After six weeks and a raft of dealer complaints, Directed has decided to “re-evaluate” the program.