Will Castro and his team are the kings of obtaining great cientele
By Brett Solomon
You gaze outside and you just know it: this is going to be one of those great days.
A customer in a brand-new luxury vehicle just pulled into your store's parking lot. You don't know what the customer even needs just yet, but you can easily tell this new ride is fresh from the dealership; you can even see the residue of the sales sticker on the rear side window.
You chat with the customer for a bit and it's just as you suspected: the customer's needs were not met by the dealership's mundane aftermarket offerings. This customer wants to personalize this vehicle with the latest mobile electronics gear, and that's why that car is in your parking lot.
It gets better: it seems this customer's budget is limitless! You start showing high-end pieces in the soundboard, and the customer is just blown away by what is available. You even talk about the latest mobile satellite television systems and the customer doesn't bat an eyelash. Instead, you hear, "How long is this install going to take?"
If every mobile electronics customer were like this, you'd become a millionaire after servicing about a couple dozen of them.
Will Castro, through hard work and brilliant marketing, has found himself in such a sublime set of circumstances.
Castro, a former sales associate at a Long Island car audio store, got his first taste of what was to come in his career back in the 1980s, when someone from a sports team walked into the shop. Castro had the "Unique" idea of creating a business that strictly markets to that type of customer.
Eventually, Castro's idea became reality when his own business, Unique Autosports, was born.
It wasn't an easy task for Unique to achieve the status and success it has achieved, nor was it easy for Castro to cultivate such a strictly high-end operation and customer base. A multitude of guerrilla marketing tactics were employed to build an extensive clientele of East Coast celebrities and sports superstars. The payoff? Castro now has the luxury of only performing high-end work for mega-budget clients.