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In Phase keep the pulse of the car audio market beating. M.E.N caught up with In Phase’s Steve Digva to find out how they continue to achieve this.
Formed over 20 years ago, In Phase has gone from strength to strength working within the car audio market. They now boast an 80,000sq/ft premises in Nottinghamshire, making them one of the biggest car audio distributors in the UK. With 34 staff, many of whom have over 10 years experience in retailing car audio, the company continues to spread the car audio message, doing everything within their powers to make sure dealers are well armed to make a profit while the end user is sent away happy…and importantly, they’re sent away happy to return to the dealer in the future. As a self-confessed car audio addict, In Phase’s Steve Digva believes this is crucial for the continued success of the car audio market, so M.E.N caught up with him to find out more about where the company is now and what the future holds.

 

What’s the one thing you believe people should know about In Phase?

In Phase’s strength is that we are a distributor. In fact, we’re the UK’s biggest dedicated car audio distributor, which is a known fact amongst manufacturers. Because we’re dedicated solely to car audio, it means we really are the people to deal with if you want car audio.

 

So what advantages do retailers get by dealing with In Phase then?

Firstly, we have over £3m of car audio products in stock. Secondly though, is our product knowledge. We know what is and isn’t selling and we can give retailers real-time information and recommend to them what’s leaving shelves. They don’t have to listen to us, but we’ve got no loyalty to any one brand…my loyalty is to our customers. They’re the ones who keep a roof over our heads so it’s crucial they are at the forefront of everything we do.

Is that something that’s important to you personally?

Absolutely. I’ve been in the car audio market for over 20 years, including retailing, so I know what it takes and can offer my experience to help directly. We all have a deep passion for car audio…the museum we’re creating at our headquarters being the prime example of this. Dealers will call me at 10 O’clock at night with installation problems or other queries and I’ll always take the time to help them. Not only is this because I’m passionate about the products but also because I want our dealers to succeed. Personally it’s never a chore and this is reflected in the way we do business. For us, it’s not a business, it’s a way of life!

What other help can you offer dealers?

We’re not just here to sell car audio, we can help your business. One of my biggest concerns is that businesses are getting split up and retailers don’t have any one to turn to for help. A lot of retailers are enthusiasts first and don’t necessarily understand the business skills needed to survive. We’re one of the only companies left in the UK who are prepared to train people, and we’re equipped to do it from our Nottingham headquarters…dealers just have to come to us. We even do it on Saturdays and Sundays. On top of this we also offer all the things people should expect: warranty, service and back-up, stock cleansing, point of sale material and advertising support.

Sounds great, so how do you see the future for In Phase?

In Phase’s future is in the hands of our dealers. We’re also manufacturers so we can talk to dealers about their requirements and look to their future requirements, with the added advantage of being able to move quickly. Our dealers have direct input to the design and performance of our products so we can make sure our products reflect the needs of our customers.

Any last advice for dealers?

We’re not interested in just taking your money and neither should dealers be. It’s about adding value for money. We’re with the mass market of consumers, and dealers can sometimes be chasing the customers spending £2000 rather than £500. The guy spending £500 is around every week, but those spending £2000 are rare. If you cater for those mass consumers who are showing enthusiasm for car audio and give them a good experience with added value for money, who knows, they may end up spending more in the future. Demonstration is a big key here...how many dealers show customers what they can buy now but not what they could then add to the system at a later stage? Knowledge is power so let’s use our power to our advantage there’s a need to live for today, but it’s also wise to plan for tomorrow.

If you would like to know more about In Phase’s products and services or are interested in becoming a dealer, contact the team on the details below.

Contact: In Phase, 0115 9758600 or inphaseaudio.co.uk

 

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