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20 Dec

December Issue Feature: Real World Retail - One of a Kind

12-6-2017 -- It takes everything to be an entrepreneur. Those who give all they have are likely to be more successful than those who hold back. What's even more true is what entrepreneurs have to know in order to be successful. With new technology coming out every day in every field, the average entrepreneur not only needs to know their own business, but how to manage finances, develop business relationships, learn new software and adapt to emerging technology. David Gold has done that while creating his own methods for doing business, as is required of his mobile 12-volt operation, rolling tones.

Currently based out of Southern New England, Gold has been installing electronics in vehicles since the 1985, having found a knack for it as the son of an architect and fashion designer, while also grandson of a mechanic with an uncle as an engineer. "Engineering is in my blood," Gold said. "When I was 13 I was responsible for maintaining the family car. I've always enjoyed working on car."

After high school, Gold joined the Marine Corps and worked on heavy jets and engines. The experience taught Gold a number of techniques he uses to this day, including discipline, the importance of personal appearance and using his technical expertise to find the best products possible to sell to customers.

"As the sole person in my business, I do everything. I do a lot of professional reading and I attend any training that comes along," Gold said. "Part of my responsibilities are to test new products before I will approve them for installation in my customers vehicles."

In 1985, Gold left the Marine Corps and began working in car audio, working three different shops in three years. During that time, Gold came across Alan Cathe of Beaconwood Acoustics in Watertown, Mass., a man who would become his mentor, teaching him a great deal about the car audio business and proper installation techniques.

"After getting out of the United States Marine Corps 1985, I knew that in order to have a  successful mobile installation business I would need to learn from professionals who had already been doing it for many years. So I set out to work for at least two years each at three different installation shops," Gold said. "Al was determined to do things in such a neat clean picky manner and that had a huge impact on me. I used to watch Japanese painters in the hanger in the Marines. They had a saying: 'God is in the details.' Attention to detail had a huge impact on me. The wires should flow like a river. So I folded that into the batter of my installation technique."

Thanks to his background as an FAA licensed aircraft mechanic, Gold claims to be very picky with his techniques, which helps set him apart from other shops. Working on expensive planes also taught him how to stay cool under pressure, which has contributed to his ability to execute work under tight deadlines. "I learned in a high pressure retail environment that you've got to troubleshoot and solve the problem that day," he added.

Despite being offered jobs by different shops, Gold eventually chose to go off on his own and began operating his own mobile operation, rolling tones, in 1990. Due to the limitations of not having a brick-and-mortar shop, Gold specializes on doing high-end work, installing about 18 categories, including blind spot assist, stereo installation, Bluetooth, GPS, radar and rear view cameras.

"I also do basic floor speakers and a little bit of flooring. The little jobs pay for the big jobs. I'll take that money and order a K40 system," Gold said. "I don't do super high-end sound systems where I keep the car for a week. My bread and butter are K40 remote starters and heated seats."

A Personal Touch

"I read an article that said the majority of wealthy people in America are underserved. My brother taught me years ago, raise your prices 10 percent per year and let the bottom customers fall out the bottom. I've focused on the high-end customer more and more," Gold said. Gold's focus on high-end customers allows him to do two things at once: charge more per installation and fill a need that his niche service fills—concierge service. 

"There are not enough skilled trades people to provide all of the services that these wealthy families demand. I get very little pushback on my pricing structure. The usual response I get is 'When can you do it?'" The focused client base helps Gold choose to let go of less-desired work by handing it off to trusted local shops he has relationships with. "I get a call for a Toyota Camry, I may do it or refer to another shop. The good thing about the erosion of the installer base is there is less competition, more demand. You can charge more and put a stop to the race to the bottom."

Read the rest of the story HERE. Contact David Gold Toll-Free at: 855-323-3330 and via email at This email address is being protected from spambots. You need JavaScript enabled to view it.. View his website, HERE.

Last modified on Friday, 18 May 2018 06:48
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