It’s nearly two years now since PMM first started to report on the activities of Celsus.
The company, which had previously made its mark as a supplier of quality audio systems to specialist fitters, had begun to make some noise about the role that digital radio (DAB) would play in the future, and more importantly, how this could present a fantastic new opportunity for forward-thinking independent garages.
With Government having committed to the creation of a UK infrastructure to support digital radio transmissions, ahead of a full switchover from FM transmissions to digital at an (as yet) unspecified date in the future, Celsus identified that the demand for ‘retrofit’ upgrades – especially once the full switchover is announced and commences – could tap into a new well of sales.
Bringing digital to market
Its strategy was simple. Firstly the IAM – one of the key markets it had targeted – needed to be educated about digital radio and its future in the UK. Celsus produced articles for PMM, and other trade press outlets, and has continued to keep our sector informed and up-to-date with all of the developments on the subject in the past 18 months.
Secondly, with product solutions developed – including the DABmotion retrofit kit, under the Celsus-created DABmotion digital radio brand – the company recognised that it would be wise to create a network of trained, skilled professionals that could ably service the demand for upgrades once the trigger is officially pulled on the switchover. In this respect independent garages offer an ideal target, as they see a high volume of customers over the course of a year through their everyday servicing and maintenance work, so are in a great position to educate the motorist on the facts about DAB, while ‘upselling’ themselves as a competent provider of upgrade fitments.
Thirdly, for garages to feel empowered and confident when selling and undertaking upgrades, a full training programme would need to be rolled out.
That the IMI this year announced the launch of a full ATA qualification for digital radio fitters – which would see those that pass immediately elevated above the ‘untrained’ by being listed on the IMI’s Professional Register and a Government-funded site giving consumers more details about DAB and options for the switchover – tells you that those ‘in the know’ feel there is plenty of longevity in the likely demand for car radio upgrades and solutions.
Training drivers
Celsus’ own in-house training offering could be viewed as a ‘pre-cursor’ to the full ATA qualification.
Designed to offer those garages that are looking to dip their toes into the water a cracking blend of hard facts, sales strategies and technical/product training, it’s the perfect way to ease independent garages into a subject and product area that they may have previously had limited knowledge of.
Having been granted IMI Awards status – meaning a recognised certificate can be awarded to any technician/garage that undertakes and passes a Celsus-delivered training course – PMM had a first-hand chance to experience the company’s training for ourselves.
A thoroughly enjoyable and enlightening day, delivered by an expert in his field in Jon Griggs, we’d recommend that forward-thinking garages look into taking up this great training offer so they can set themselves up as a digital radio specialist while the sector remains a niche one.
What did we get up to on the day?
Back to Basics
The first stage of the day offers a short introduction to each of the delegates before moving into electrical systems and circuits and how they work. Although fairly basic as a subject, refreshing delegates’ knowledge of Ohm’s Law and other significant aspects of electrical circuit theory provides a useful framework from which to start – particularly as DABmotion installation will require a decent understanding of electrical circuits and diagrams.
Demo Time
With the basic theory information completed and digested, the next stage of the training sees the delegates taken outside where they are given a first-hand look at a fully installed unit. This gives delegates the chance to have a play with the main control unit themselves and Jon offers advice for fixing/fitting of a DABmotion stereo, as well as the all-important antenna location points.
Product Strategy
After a quick break, we’re back into the classroom to learn more about the DABmotion kit and its contents. This is a useful exercise to help delegates familiarise themselves with the gear they’ll be fitting. Jon then explains why antenna locations are the key to success when it comes to DABmotion fitment, before sharing some great advice about test strategies that can be implemented by installers to help ensure they don’t have unhappy customers returning to the workshop post-fitment.
Put it to the Test
A written test awaits delegates once the material has been delivered. In the case of Celsus’ training course, a full IMI certificate offers a juicy carrot for those in attendance. Utilising multiple choice questions, the examination covers the material that has been presented to us throughout the day and the fact that PMM passed the course (though with far less flying colours by the other garages in attendance) should give any future delegates confidence that there is nothing to be feared.
What did the delegates think?
“Jon’s training material struck a very good balance between practical and classroom work and I was impressed that there was time built within the training course to enable questions and suggestions to be aired regarding the DABmotion product.
“Jon’s recommended test strategy, which is shared with course delegates, is excellent and ultimately critical to the successful fitment of DABmotion products. He has since emailed the full strategy to me and the creation of a demo unit for prospective customers to trial is something that I’m already implementing successfully in my offering.”
Peter Keverne, T2PMKAutorepairs
“I found the day entertaining. Some of the course work is obviously set up for IMI recognition, but this is no bad thing as the more we can do in respect to building the public’s confidence in trained fitters, the better.
I’ve already had enquiries from people who’ve had a DAB head unit fitted at a fast fit centre and yet it doesn’t pick up a station. This is where Jon’s test strategy and advice proves its worth.
“The potential business opportunity is massive but the thing that struck me most was the enthusiasm of Jon and the staff at Celsus. It was positively infectious and I came away feeling the same.”
Andrew Kelly, Drighlington MOT Centre
