Training 101
Dealers benefit from a training program that is comprehensive and ongoing
- By Megan Weadock
- Jun 01, 2012
Education isn’t just for college students.
Everyone in the workforce can benefit
from continuing to learn throughout
their career—especially those of us in
the fast-paced, highly technical field of security.
For security dealers, it’s particularly important
to keep skills fresh and to stay up-to-date on new
technology. And new dealers benefit greatly from a
dealer program that puts an emphasis on training
and support.
“One mark of a good dealer program is how
much time they spend on developing their existing
dealers, not just on recruiting,” said Travis Miller,
senior manager of dealer development at Dallasbased
Monitronics International. “You want a
dealer program that invests time helping their current
dealers grow their business instead of focusing
on just getting more new dealers in the door.”
New and veteran dealers can benefit from
training that covers all components of a dealer’s
business. It’s not just about sales, Miller says: “It’s
really about running a full-fledged business. There
are so many facets of it that you just can’t know it
all right away.”
Training is the key element that will help dealers
be successful in all parts of their business while
also making them experts and adding credibility
to their efforts. With the right guidance, dealers
can learn how to do faster, higher-quality installs,
more effective sales visits and referral requests,
better customer service and more—all of which
makes them a stronger, more polished security
professional.
On the Right Foot
Dealers should seek out a dealer program that will
continually support and train them. For example,
the Monitronics Dealer Program has established a
full series of training courses, events and webinars
that is specifically designed to get new dealers up
and running while also helping veteran dealers
continue to learn and grow their business.
Every new dealer is required to take Monitronics’
Quick-Start Training online within 48 hours of
joining the dealer program. This session covers basics
like best practices, fundamental policies and important
procedures. After that comes training that
teaches dealers how to place accounts in service.
The next step is the Perfect Paperwork class, run
by the company’s regional account coordinators, or
RACs. This course covers an important but oftenoverlooked
area of the business: filling out vital paperwork
correctly to get funded for accounts.
A new dealer’s training culminates at the Monitronics
Experience—or MoniX, a three-day workshop
at Monitronics’ headquarters. Here, dealers
learn everything they need to be successful: from
installation and field service to funding, sales and
marketing. They also meet each Monitronics employee
who works directly with dealers, which
helps them to form strong working relationships right from the start. The Monitronics Experience is held quarterly, and all new
dealers are required to attend within their first six months in the program.
The Monitronics Experience also includes several team-building events,
designed to help each new dealer connect with the Monitronics team and
each other. The networking and intensive learning sessions leave most dealers
feeling inspired and well-prepared for the work that comes next.
“It’s a fantastic seminar,” said Mary Biagini of Vesta Security, after attending
Monitronics Experience. “I enjoyed every minute of it and learned more
than I expected. I’m definitely armed to make our business successful. MoniX
has put a fire in my belly to take it to the next level.”
During the seminar and events, it’s especially important that each dealer
gets to know his or her RAC. Monitronics has a team of six RACs whose goal
it is to ensure that their dealers succeed. They’re available to dealers for coaching
and help, statistics and market research.
“Having a dedicated account coordinator is invaluable,” Miller said.
“They’re really your everyday link to Monitronics and your best way to get a
broader view of the industry and how your company’s doing.”
Continuing Education
A new dealer needs stable, consistent training to get started. But ongoing
training also is important for both veterans and newly minted dealers.
“For all dealers, the importance of ongoing training can’t be overstressed,”
said Bruce Mungiguerra, vice president of sales and dealer development at
Monitronics. “It’s the best way to keep your skills sharp and stay on top of new
technology and developments.”
Dealers benefit from a monitoring partner that offers ongoing training and
support, whether through seminars, webinars, on-site meetings or even regular
phone calls. Dealers should feel that their dealer program is interested in
their continued success—not just when they’re new. One way in which Monitronics
keeps its dealers engaged is through weekly webinars on a broad range
of topics. These are meant for everyone, but they really focus on intermediatelevel
skills, Miller said.
“This is really an opportunity for both new and longer-tenured dealers to
gain knowledge that’s going to differentiate them in the field,” he said. “It’s important
that a dealer program has this type of training on topics like lead-generation
tactics, sales techniques, marketing your business, even things like preparing
paperwork. Because that’s what’s going to make for a successful business.”
In Your Corner
Many new dealers can experience a sense of isolation as they get started in
the fast-paced, evolving security industry. But the benefit of partnering with a
dealer program is that there is always someone to ask for help.
“We have the largest national dealer-only program within the security industry,”
Miller said. “So you can see why it’s important for us to have dedicated
staff to answer their questions, provide training and just help guide a dealer
when they need it.”
In addition to a team of regional account coordinators, Monitronics dealers
benefit from the knowledge and experience of the company’s national
sales trainer, John Byrne. He handles recruiting, hiring and training for dealers
and continually reaches out to them through webinars, the phone, a blog,
and even on-site training.
“For me, it’s important to help increase door-to-door sales by teaching
dealers the right door approaches and how to overcome objections,” Byrne
said. “I’m also enhancing and creating new training manuals that will help
with field training. More than anything, though, I want to motivate dealers
with a lead-by-example approach.”
This article originally appeared in the June 2012 issue of Security Today.