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StJohn Group Names New Manufacturer Reps

Following termination of 16 of its reps last fall, the Bellingham, Wash.-based importer/distributor reboots its salesforce for Image Screens, Artcoustic, Cabasse and Cineversum.


Robert Archer · March 22, 2011

StJohn Group, the North American distributor for IMAGE Screens, ArtcousticCabasse Loudspeakers, and Cineversum HD video projectors, has added several manufacturer’s representative firms to its sales network.

The newly appointed reps will enable StJohn Group to reach more custom installers across the entire United States. John Caldwell, co-founder of StJohn Group, says the company has been working on improving its sales force since this past fall.

“After the U.S. CEDIA show in Atlanta last September, StJohn Group ‘pushed the reset button’ on most of our representative territories, terminating all but two of our 18 rep firms. We essentially gave each firm the opportunity to part ways or help us develop a plan to move forward in their territory. Some stayed and some moved on, but in the process we found firms that better fit our niche… those interested in promoting a design/lifestyle approach to selling A/V and CI products and concepts,” he admits.

“Basically the unique characteristics our four exclusive lines require non-traditional selling that is on the edge of traditional A/V selling techniques and that requires a special breed of rep.”

Caldwell adds that given current industry trends, the company had to adjust to the evolution of the market. “We had to change as well,” he points out. “Historically, we have tried to hire firms that have been able to more or less support all of our lines, but decided the best direction for each line would be in hiring an individual or firm who the best fit each line; even if it meant working with four or more different rep firms in a single territory.”

Here’s a roundup of the company’s new representatives:

  • Pro Audio Now/Audtek, Wayne Dolnick, NY Metro and No. NJ.
  • AVR, Audio Video Reps, Al Davis, GA, NC, SC, AL, MS, TN
  • Elite Marketing, Dale Pugh and Michael Coughlin, TX, OK, AR, LA
  • Sound Marketing AV, Jim Sperandio, IN, KY, MI, OH, W. VA, W. PA
  • D2MK Solutions, Dale Macintosh, Canada
  • ArtSound, John Legelis and Oscar Lazaro, New England
  • Bettridge & Ryan Sales, Jack Ryan, Rocky Mountain States, AZ, So. NV, NM, CO, UT, So. ID, WY, MT
  • Steven Lester Co, Steven Lester, No. California, No. Nevada
  • ST Marketing, Mark Thoman, IL, WI
  • The Joncas Company, Bob Pelland & Curt Yamamoto, Pacific Northwest, WA, OR, N. AK


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  About the Author

Bob is an audio enthusiast who has written about consumer electronics for various publications within Massachusetts before joining the staff of CE Pro in 2000. Bob is THX Level I certified, and he's also taken classes from the Imaging Science Foundation (ISF) and Home Acoustics Alliance (HAA). Bob also serves as the technology editor for CE Pro's sister publication Commercial Integrator. In addition, he's studied guitar and music theory at Sarrin Music Studios in Wakefield, Mass., and he also studies Kyokushin karate at 5 Dragons in Haverhill, Mass. Have a suggestion or a topic you want to read more about? Email Robert at robert.archer@emeraldexpo.com

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  Article Topics


Home Theater · Displays · Speakers · Press Releases · Artcoustic · Cabasse · Cineversum · Distributor · IMAGE Screens · StJohn Group · All Topics
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