Monitoring Supplement
Bursting Out
Technology explosion has allowed advances, price reductions for hardware, but more open doors for dealers
THE past year has seen an explosion of technology in the world of
video surveillance. Industry professionals have been selling video
technology for years, but the recent advances in technology and price
reductions in hardware have opened the door for more dealers to get
involved with video sales. Dealers can now offer several types of video
central station services under the heading of video monitoring. By
adding monitoring and services, dealers can take video sales to the
next level.
Video is not used just to reduce or document crimes. It can be used to enhance workplace safety programs, reducing the amount of worker compensation claims and other liability claims such as fraudulent slip and fall claims.
Expanding Your Horizons
The first component is choosing a manufacturer that will provide
quality products to sell. In addition to equipment, the level and
availability of technical support and training is crucial. Technicians
should be thoroughly trained on proper installation and system
maintenance. For more complex issues, a strong reliable technical
support department from the manufacturer is a requirement for
professional system design and troubleshooting. The range of available
video products today is broad, and there are hundreds of specialty
cameras and lenses to fit into any application. The top manufacturer
will offer full support from system design through installation and
troubleshooting.
The next component is a strong sales training program. Manufacturer
representatives, colleagues, competitors and current customers will
tell where they have sold systems and in what circumstances end users
have found benefits. Look to the current customer base if you are just
getting started selling video. Analyze the needs with video solutions
in mind, and see if there is a need for enhanced services. Is your
community looking for some type of verified response? Have customers'
situations changed since a burglar or fire system was sold to them?
Have the manufacturers help put together equipment packages or kits?
Develop specific programs, and identify groups of customers that can
benefit from the addition of a video kit. This makes it easier to sell.
Added Value
Video is not used just to reduce or document crimes. It can be used
to enhance workplace safety programs, reducing the amount of worker
compensation claims and other liability claims such as fraudulent slip
and fall claims. Suspicion monitoring or video escorts provide valuable
services for employees and customers alike. Owners may even reduce
insurance premiums with comprehensive programs. Marketing and
merchandising professionals have used video to study shopping patterns
in retail environments. Multi-store owners and managers have used video
to remotely visit stores spread out over large geographic areas from
the comfort of their home or office. Return on investment also is an
added benefit for buyers.
Often, the purchase of a large video system is beyond a business'
ability for a cash purchase. Make it easy for these companies to buy
with financial packages from reputable leasing companies. There are
several firms that specialize in leasing equipment programs in the
security industry. Partner up with one, and be prepared to offer a full
range of solutions to the customer.
Revenue Streams
There are two major types of recurring revenue for video,
maintenance and monitoring. Selling maintenance is critical to customer
satisfaction. Do not offer it as an option or an additional sale, make
it part of the deal. The value of a system is measured in the quality
of the image produced. Take great care in designing a video system to
meet the needs of the customer, and also offer the best equipment to
produce clear pictures of the areas concerned. The best way to ensure
the highest quality image over time is through regular maintenance,
which may be as little as one visit every six months to clean and
refocus the lenses and check connections.
The second form of recurring revenue is video monitoring. National
associations and industry groups have been working together to
establish and maintain standards of practice for the security industry.
SIA, the Central Station Alarm Association, the National Burglar and
Fire Alarm Association, National Fire Protection Association and other
groups all have standards committees, and those committees propose
standards to members for approval. The industry has been successful in
setting professional standards and practices without undue government
influence. The industry has determined that video verification, video
guard tours, video surveillance and video concierge services are the
four forms of video monitoring generally accepted and offered by
professional firms.
Concierge services are additional video monitoring services that can
be sold for special situations. Convenience stores or other retail
facilities might be most interested on a "look in upon request" offer.
Business owners might be interested in the ability to offer employees a
"video escort" to their cars in rough neighborhoods after dark. These
can be classified as special-need monitoring situations. The central
station and dealers will work with end users to customize programs to
meet specific criteria.
The future of video monitoring is wide open to creative minds, and
opportunities arise in surprising situations at unexpected times.
This article originally appeared in the February 2007 issue of Security Products' Monitoring supplement pgs. 26F-26G.