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05 Dec

December Issue Feature: Real World Retail - Al & Ed's, Ontario, CA

Retaining Identity Within the Brand

The team at Al & Ed’s Autosound in Ontario, Calif. sets themselves apart by connecting in unique ways with clients. The shop has increased their focus on driver safety and powersports, while owner Dallas Setyadi envisions a future in which marine audio plays a larger part in his business.

Words by Rosa Sophia

In the mid-nineties, Dallas Setyadi came to the United States from Indonesia and discovered his love for car audio in California. After attending Riverside Community College and earning a degree in business, Setyadi entered the mobile electronics industry.

“I was totally new to car audio and I taught myself how to do installations,” he said, adding that car audio magazines inspired him to take things to the next level. “I would go to competitions, look at their work, buy magazines, and I would learn from all the pictures. That’s when I started teaching myself, and I began doing installs in my garage.” After working independently for two years, he set his sights on Al & Ed’s Autosound.

He worked at five other locations, then arrived at the Ontario, Calif. location, which he eventually bought in 2016 and currently owns.

Setyadi’s shop does a lot of custom fabrication, as well as lights, bumpers, lift kits and vehicle security. As an Al & Ed’s franchise location, name recognition and brand, products and advertising are all part of what the store receives as a member of the franchise.

Switching From Commission to Hourly Improves Staff Morale

The staff consists of Darren Sprayberry, who is the service manager and has been voted both in the Top 12 and the Top 100 Installers in the past; Adrian Preston, technician; Ludwing Monterroso, product specialist; and Franklin Pineda, product specialist. Setyadi himself is both a salesman and an installer.

Recently, the staff went from being commission-based to hourly pay. “Employees wanted it that way,” Setyadi said. “Some of them have been with us a long time and they are getting a little older, so they may not be as fast. Commission is great because you get more money, but it’s high paced, rapid and tough. With hourly, they can take more time with working on the... Read the rest of the story HERE.

 

 

 

 

 

Last modified on Wednesday, 05 December 2018 12:25
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