Know the Basics
To strengthen communication and minimize issues, Sales Pro of the Year Parker Lopez said salespeople should understand the basics of installation and always ask for help when needed.
Words by Rosa Sophia
Parker Lopez grew up around the industry, watching his father work. His dad, he said, has always been an employee of Toledo, Ohio-based Car Stereo One—the shop Parker owns today. From a young age, Lopez found himself drawn toward car audio, hanging out at the shop, learning about the install bay and the sales floor. “I became a salesman here and then worked my way up to commission-based salesman, and then general manager,” he said. “I took ownership about three and a half years ago.”
This year, at KnowledgeFest Las Vegas, Lopez accepted the Sales Pro of the Year Award. His focus, he said, is to always stay informed so he can offer the best possible assistance to his clients. “If I don’t know something, I do the research so I can help the client understand all the different things we do.”
Since taking ownership, he noted that he took on an important challenge: “I want to be able to install anything we do, whether it’s car audio, remote start, 12-volt accessories—but also wheels, tires, suspension, window tint and vehicle wraps.” He stressed that understanding the installation side of the business helps him to be a better salesperson. “Then, I’m knowledgeable on the product, but also on how it’s installed and what it takes. It helps me quote jobs better,” he explained, adding, “I can be the expert when the client comes in.”
Salespeople: Learn the Installation Side of the Business
During his early years, Lopez absorbed a lot. “When I was 12 or 13 years old, I would go up front and learn about products while my dad was working,” he said. “I got to the point where I was knowledgeable enough that when salespeople were busy, I was able to guide clients when they came into the store.”
After being hired as a salesman, he was able to move up rather quickly. Becoming the manager presented a new learning curve. “I was a good salesman, but I’d never managed people before.” He noted how important this position was for his professional growth. “As general manager, I had a lot of say in the company and day-to-day business. That was fortunate for me because I learned how to manage the store before I became the owner. By that point, some of the duties had become natural to me. A lot more comes into play when you’re the owner, handling things behind the scenes.”
Lopez still works nine to five as a salesperson while handling ownership of the business. “I have a good, solid team, so if I do need to step away, I can,” he said, noting that the business has 13 employees. The shop itself has been around for 47 years—a big name in the local area.
Lopez’s determination to know and understand each of the business’s numerous categories also helps him to better communicate with his team. All the technicians at Car Stereo One, he said, can talk to him about a project as if he were another installer. “Then I might explain it to a salesperson, or I can explain it to a customer in terms they would understand.” He advised other salespeople in the industry to get familiar with the installation side of things. “If you don’t know the basics of the installation you’re selling, especially if it’s a newer product, then quoting jobs and labor will be harder for you without having to get an installer or a technician off the job to help you with it.” Knowing the ins and outs of installation, he said, helps a sales professional tremendously.
A client won’t always be able to tell a salesperson what they want. “They might come in wanting better audio, but they’ll say they need a new head unit.” To that end, Lopez said, a sales professional should be able to communicate with the client to uncover what they’re actually looking for—what they really need.
In sales, don’t set the expectation really high if you can’t achieve it. Instead, set the expectation where you know you can achieve it and then try to exceed that.”
Nurture Communications Skills
Looking back over his career, Lopez said the biggest mistake he’s made was over-promising and under-delivering. “For example, getting excited to close a big sale and promising something [I shouldn’t]. The more knowledge I have, the better [I’m able] to give the client a better expectation of time.”
He cautioned against setting too-soon timeframes. “Don’t set the expectation really high if you can’t achieve it. Instead, set the expectation where you know you can achieve it and then try to exceed it.”
Recently, Car Stereo One handled a big build for a regular client—a very high-end suspension. The brand-new truck came directly from the dealership with zero miles on it, posing challenges because it was so new. “I had to talk to the client over the phone to figure out what he wanted. He was out of town. Some of the [equipment] was newer product that we’ve not used before. We had to make sure we had all the right parts,” Lopez explained. The challenge, he said, involved finding the right products by doing careful research.
“Reach out to people who can help you figure things out,” he advised, “especially the vendors you’re using. [They can help] make sure you’ll succeed and fulfill the client’s dream the first time, instead of having them come back and fix things later. Working with the vendor when it came to fitment helped us make sure that everything was perfect.”
In any build, Lopez works very closely with his technicians. “I’ll go out to the vehicle with the client first and figure out their ideal picture of their dream system. Then, I give them some recommendations. Once we figure that out, we start to build a concept. When we talk with the installation technicians, we go over things we know the client wants.”
At Car Stereo One, a strong line of communication, and years of experience working together, means Lopez has a good idea of what the techs will want to do and the path they’ll take. Bringing a technician in on a sale, he said, can help increase a customer’s comfort level. “The client seems better able to buy into what the salesman is saying because they have reassurance from the person who will be doing the installation.” It’s a good idea, he added, for salespeople to “use your technicians to help seal the deal.”
For a salesperson, understanding what goes on in the back—knowing the installation process—will help eliminate miscommunication, contribute to a positive store culture and minimize errors. When he’s training a new salesperson, Lopez said he’ll assign them to the back room with the technicians for a few days so they better understand what’s being done.
“It can help them. Sometimes there are clients who ask technical questions, and I feel like it helps the client feel comfortable when the salesperson is knowledgeable on the installation side,” he explained.
Listen Close and Build the Comfort Level
A sales professional should be able to listen well and make a client feel comfortable, according to Lopez. “These clients are spending a lot of money and they want to know they will get exactly what they’re looking for,” he said. He went on to advise other sales professionals to “make sure your customer feels comfortable about what they’re purchasing. Be knowledgeable about what they’re looking for—and if you aren’t, use your technicians to help you finish the sale.”
His goal for the next few years is to continue expanding the store, growing and scaling the business. “I also want to help in the industry as much as I can, giving back, maybe teaching classes,” he said, adding that he wants others in the industry to feel comfortable reaching out to him. “
As he moves forward in his career, Lopez endeavors to become the best version of himself he can possibly be. “I want to be better at what I do every day.” He’s always aiming to grow his knowledge so he can be of better service. “In this industry, technology evolves so much that if you stop learning, you’ll be left behind.”
