October '21

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80 THE SHOP OCTOBER 2021 customers' businesses succeed, and a big part of that is education and presentation. Plus, with a complete in-house marketing team, we're always open to new suggestions and equipped to execute on them." STOCK UP Keeping popular applications on hand can help shops immediately address walk-in requests from excited customers. "Having enough inventory to meet current demands can be a challenge," says Wimenta. "We've seen a substantial increase in sales with our light bars, as we offer a wide variety of applications—from our M-Rack roof racks to vehicle-specific mounts for trucks, SUVs, UTVs and more." Nelson believes shops will quickly learn the potential of carrying light bars that perform as advertised. "An unexpected benefit is the margin you'll make on quality light bars versus cheap ones," he says. And Yessa explains that the plan of attack is similar for various types of retail outlets: "Merchandise products in high-traffic areas, utilize available and supporting mar- keting materials, and highlight the features and benefits," she says. PICK A LANE Increasing light bar sales often starts with establishing your shop as the local lighting expert. "There are so many companies out there offering LED light bars," says HELLA's Roney. "Consumers will look to the shop for buying advice. Pick a select few lighting brands and become a product expert on those brands. Nothing builds consumer confidence like product knowledge." And expect the shop/supplier relation- Light Bar Products HOT PRODUCT: 30-inch single-row LED light bar FEATURES & BENEFITS: 14,800- lumen combo beam pattern; grade-A LED chips; IP68-standard breather; waterproof aluminum construction; 50,000-plus-hour lifespan; waterproof wiring harness; stainless steel hard - ware; mounts on Pro Series grille guards, headache racks and other locations. ARIES Rachel Yessa Channel Marketing Manager for Truck Accessories HOT PRODUCTS: Black Magic series LED bars & pods FEATURES & BENEFITS: Rebirth of the highly successful Black Magic 500 Series halogen driving light line; sleek, blacked-out design; powerful light output; brand recognition; attrac- tive price point. HELLA John Roney Sales Channel Director – Retail/ Performance/HD Aftermarket HOT PRODUCTS: GRAVITY PRO6 light bars FEATURES & BENEFITS: Patented Pro6 Infinity Ring system transforms between straight or curved light orien- tations; rebuildable, as each individual G6 LED optical lens and Infinity Ring can be replaced; modular design is expandable to different widths and beam patterns. KC Lights Randy Wimenta Marketing Activation & Events Manager HOT PRODUCT: Unite Series mod- ular light bar system FEATURES & BENEFITS: Modular interchangeable pod system; spot, flood and elliptical beam patterns; clear, selective yellow and amber lenses; frosted or blackout lens finish options; 6- to 50-inch straight and 20- to 50-inch curved length options; single or multi-circuit functionality. Vision X Lighting Brandon Nelson Marketing Manager Educate the customer on the benefits of a quality light bar. (Photo courtesy Vision X Lighting) Light bar customers are often looking for a full lighting package—and related acces- sories as well. (Photo courtesy HELLA) Consumers will look to their local shop for buying advice. (Photo courtesy HELLA) Illumination Motivation

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