A New Deal

Dealers, manufacturers strive to benefit from changes in access control industry

• By Steve Dentinger
• Jan 24, 2007

Recently, security dealers and integrators in the access control industry have seen a great shake-up. Widespread demand and overall adoption of IP-compatible devices has, in many cases, introduced security dealers to the IT world for the first time. Most of the impact of it is at the technician and systems engineer level, though one must not forget the impact increased interaction with IT places on sales staff. Sales personnel must now meet with IT departments and address-related concerns if they hope to win deals.

In reality, adoption of IP-capable devices is now so widespread, security dealers must either adapt and learn or be left behind, as IT and systems integration becomes even more prevalent. Distributed processing access control systems that leverage network backbones for panel-to-panel, building-to-building and CCTV connectivity provide reliability and network-fault redundancy necessary for the access control world. And, in many cases, it makes fiscal sense in terms of installation costs alone.

Bridging the Gap
Such added pressures have forced proactive access control dealers/integrators to focus on training to bridge the technician and sales knowledge gaps within organizations. This transition is far from over. By simply spending a day with any technical support department it becomes clear IT-related questions far outweigh product questions. A staggering 80 percent of the call volume is IT-network-related. Some of the top questions relate to IP bandwidth concerns, firewall related issues, programming, IP port mapping and virus program conflicts.

"Based on our call volume of network-related questions, it is apparent the core networking fundamentals are still a work in progress for many security dealers," said Elio Naccarato, Keyscan technical support manager. "The security systems technician of today truly needs to be comfortable in both the networking, as well as the electronics world. The industry, in general, is still experiencing the learning curve, and we are doing our part to educate on each and every support call."

Gone are the days when a technician can reach into their tool belt, terminate some wires and have the system up and running. Technicians now must often rely on the IT department to provide critical information to configure the IP-enabled equipment, whether for access control or CCTV-related devices. Technicians must also ask the right questions to ensure that their installation moves along smoothly. In the midst of all this, end users are challenged to find dealers and integrators that can solve access control and systems integration needs. The search is often not as easy as people might think.

Shifts in the access control industry have created an opportunity for progressive integrators to seize advantages while others struggle to embrace the new IT reality within the security industry.

This has sparked many integrators to re-evaluate their technology suppliers. There's an effort for companies to choose a technology partner rather than a box supplier. Bridging the supplier-partner gap has become key to doing business with many dealers/integrators. The desire is to find technology companies that offer complete packages consisting of products, support tools, training and improved access to the product/feature development process. Integrators that are embracing the style of supplier-partner relationships are bolstering value-based selling proposition in an overall effort to further differentiate themselves.

Relationship Shift
Just as integrators are adjusting to the new IT reality in the industry, manufacturers have not only developed IP-equipped products, but are having to respond to the relationship shift many integrators are demanding. As an example, Keyscan, in addition to its network-enabled access control units, has responded to the need by developing its Keyscan Enterprise Partner Program. The program is secured by a factory-delivered certification program with a host of exclusive partner focused products and benefits.

Many dealer programs seem to miss the mark when it comes to fostering a supplier-partner relationship between manufacturer and dealer-integrator. Keyscan designed their Enterprise Partner Program based on efficiency, cutting out the baggage of time wasting bureaucracy that comes built in with many programs of its type.

The program is designed around a rigorous training and certification curriculum. The training curriculum is split into two streams -- technician and sales. Each stream is specifically designed to address the needs of technicians and sales professionals. The technical curriculum covers all aspects of installation, standard and Enterprise Partner exclusive hardware, communications and IP configuration, as well as Enterprise access control software installation and setup. It is designed to impart as much system knowledge to the technician as possible. With this program, both the manufacturer and dealer-integrator recognize the importance of training and factory certification with a direct correlation to end-user satisfaction. Sales curriculum is designed to provide professionals with a solid product understanding of integration opportunities; communication flexibility (RS-485, CANBUS, TCP/IP, standard and wireless modem); system design workshops; quoting workshops; and an introduction to a range of presentations, proposal templates, sales worksheets and related tools that can improve productivity and closing success.

Access to Enterprise software, partner program benefits and tools is not granted to Enterprise partners until they meet minimum certification levels for both their technician and sales staff. The program requirement ensures integrators have a system in place to deliver an expert experience from the prospecting phase, all the way through to the installation and commissioning phase. It's about enabling dealers and integrators.

In return, qualified and participating dealers/integrators benefit from Enterprise product, software and functionality, as well as co-branding of software and literature. Partners that already have strong brand recognition, or are seeking ways to develop it, expect their technology partner to help distinguish them in the market. Co-branding of the exclusive Keyscan Enterprise partner access control software and related brochures deliver this distinction. Dealer-integrators that seek these types of programs, and helps embrace the necessary training and certification, stand to gain a significant competitive advantage over their competition.

For integrators that embrace the new reality of network-centric solutions within the access control industry and seek innovative ways to further stand out as a market leader, there's a number of benefits rewarded that can only be imagined by those playing catch-up. Training, differentiation and value-based selling is the key.