09.03.2008 — SpeakerCraft is launching two new speaker series for Pro and MDU installs, as well as a new dealer program aimed at helping its installers weather today's trying times.

At CEDIA Expo, SpeakerCraft president Jeremy Burkhardt announced the company's new initiatives.

"We'll be introducing a pro series of electronics," says Burkhardt. "It's called SpeakerCraft Pro and it allows dealers to do commercial jobs such as restaurants and commercial buildings.

"We've also introduced a MDU [multi-dwelling unit] series. It's called the Accufit and the products' depth is so slim it can go into any MDU to allow dealers install products into second homes and other residences. Our main concern is to give dealers tools to help them to survive and grow."

Focusing its dealer support efforts even further, Burkhardt says that SpeakerCraft is adapting its product line to work with products that the public is familiar with.

"In this economy, we need to find new ways to sell our products," he explains. "We are providing new ways [with products] such as the iPhone interface, Nokia's products and the Blackberry to give our dealers the ability to control home theater, whole-house systems with standard equipment.

"What we are trying to teach our dealers that they should embrace mass consumer technology and find ways to sell them additional products that work with those products. [We are helping them to] find new ways to grow in this economy through charging for those services."

Programs Look to Strengthen Businesses

SpeakerCraft's new initiatives offer something to installers beyond a standard product line to help them strengthen their businesses.

"Now after 15 years after educating our dealers and introducing new products at CEDIA, we will do seminars that focus on customer service, referrals, employee relations and visiting past customers so we can give our dealers ideas," he says.

"Dealers can revisit clients with the two or three key takeaways and go back to their companies and institute those ideas to become more profitable. Our dealers are good business people, but we are a multimillion-dollar company and we can provide them help to those who feel they need it."

One important aspect being targeted by Burkhardt and SpeakerCraft involves business owners documenting the operational practices of their integration firms. This is to ensure processes are properly executed.

Taking Education on the Road

In the months ahead, the company will reach out to its dealers by taking the educational initiatives on the road.

Burkhardt wants to emphasize that the curriculum should only be viewed as SpeakerCraft wanting to help its dealers. "Our dealers aren't running poor business, we just want to give them every opportunity we can to help them operate successfully in this environment," he says.

"Our training and products have been introduced slowly this year," says Burkhardt.

"SpeakerCraft is looking at its dealer base and we are saying to ourselves, 'a full belly is a mother of all evil.' At this time, few people have full bellies. We have to find new ways to reinvent our businesses to lengthen the live of our companies."

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