Bill Matthies

My Neighbor the (New) Independent Specialist
November 16, 2007

I got home a bit early today, around 3 p.m. and saw my neighbor’s 16-year-old son talking with a friend in front of his house.

Actually, he was doing business. You see, in his spare time Trevor installs all sorts of things on his friend’s vehicles, from car stereo head units, amps, speakers and subs to internal and external lighting, roll cages, crash bars and running boards. You name it, there is a good chance he’s done it. And it is business. We were talking about it this past weekend, and in the past year he has “billed” (my term as opposed to his) more than $20,000.

“So what?” you say. “It's only $20k” — business you wouldn’t have seen anyway. You’re probably right at least about that last part, but Trevor’s “business” is not small when you consider the hundreds of thousands of Trevors all over this country who do the same thing. Moreover he does what many of you don’t, which is: reach a significant number of consumers you will not otherwise see. Unbeknownst to him, he is the “king maker,” not only creating the sale but often specifying which brands will be bought as well. 

These kids are the new “independent specialists” — collectively a powerful force to be harnessed for the good of the “real” dealers among you who provide similar services. Note to 12-volt manufacturers: You want to reach the coveted 16- to 24-year-old male, the “bedrock” of your consumer base? Talk to the Trevors.

Bill Matthies is the president of Coyote Insight (www.coyoteinsight.com) and can be reached at (714) 726-2901 or wmatthies@coyoteinsight.com

Posted by Bill Matthies on November 16, 2007 | Comments (0)