The Backbone of Security

Rob Lydic spends a lot of time traveling around the upper Midwest and Northwest, heralding the needs of security, proper equipment and how dealers can make more money in their own businesses. As a manufacturers’ representative (rep) and president of IP Security Reps (IPSR), Lydic’s daily routine puts him in touch with consultants and end users, who are ultimately the ones with the money to purchase new equipment.

In 2001, Lydic organized a rep firm in the data and security business that mostly touched on the data side. Some very important lessons were learned in the short time he operated the business, which he later sold. His defining attribute was establishing a unique business model for a manufacturer’s rep.

We take the time to truly understand what the unique situation is for each of our customers and then thoroughly and truthfully present the right solution for their situation,” Lydic said. “IPSR is unlike any other manufacturer’s rep firm out there as standard rep firms spend nearly all of their time and efforts marketing to integration and distribution companies. We approach the market in a different manner that requires more training, professionalism and most importantly, a keen sense of listening to end users and consulting engineers.”

By 2010, the focus had shifted and IPSR began to represent a major VMS and camera manufacturer in Michigan and the Midwest. In that first year, IPSR sold $200,000 worth of business. But the following year proved to be a banner year for the company, which now had its first employee. Lydic reported a sales revenue of $6 million, but this also meant a transition from its current product line to an entirely new line of IP cameras. There was growth lurking not far down the road, especially with a few more IP-centric products.

“We look for sales organizations that are extremely results-oriented and dedicated to the security industry,” said Kenichi Mori, director of marketing and product management for Sony Electronics’ Security Systems Division. “It is also important to find firms that employ top-tier talent in each geography they serve.”

During the two-year transition phase, some amazing things happened to IPSR. First, Sony approached the company to take on additional territory outside of the Midwest. This agreement meant that IPSR would now act as a rep in New York and New Jersey, Washington, D.C., Philadelphia and Virginia. It was also about this time (December 2013) that Milestone was added to the portfolio. Several other network-centric technologies were added, including Tier 1 manufacturers, such as Razberi Technologies, Isonas, Fluidmesh, Moog Videoalarm, Ideal Industries, Elerts and Commend.

By the end of 2013, sales were booming and IPSR reported more than $45 million in security sales. From the humble beginnings of two employees, including Lydic, IPSR now had 13 employees in the eastern United States. In April, things would change again as Sony was asked to expand into Chicago and other areas of Illinois, making the company the manufacturers’ rep with the largest geographic region. (According to Lydic, this region has more than 103 million people in the area.)

“We have more than enough work to keep us busy in this area,” Lydic said. “However, this is a crowded market space and it is our goal to create market demand for our products with end users and consultants.”

Sales are difficult under any circumstances, but Lydic said that his business plan calls for his staff to go to the end user and sell on technology and value. It also calls for his team to work with consultants and value-oriented integrators.

“The end user is becoming increasingly more aware of the IP security world,” Lydic said. “It is our job to educate and familiarize the end user and consultant with the newest technology our manufacturers have available.”

Lydic travels the Northeast giving quarterly seminars aimed at consultants, distributors and other integrators. His goal is to help them learn how to make more money in the security industry. He also demonstrates cameras, video management, cellular mobility, and how to design large and small systems. Because not all end users research security products, Lydic’s goal is to train others in the industry as to what works best in certain situations. He said that in many situations, those in charge of security issues also have other duties; most of these people are overworked, under-valued and less educated in security-related matters.

By spending a great amount of time with end users and consultants, IPSR has been able to bring unprecedented value to the integrating contractors that purchase and implement the products. These integrators who work with IPSR are regularly brought into the opportunities that are created, and they see their sales and margins increase dramatically. Two very large integrators have scene great success with this model.

Timothy Roddy of GSI in Troy, Mich. also said he enjoys the IPSR relationship, which he said is based on trust. He said this involves a singular focus on the client in their pursuit of delivering the best products and services to the customer.

“Rob is the critical link between us and the manufacturers,” Roddy said. “We are able to gain a better understanding of products and features, so we can more effectively design, present and install them for our end users.”

It is all about partnerships, Lydic said. Delivering value to the customer, and becoming a trusted partner of choice helps form a winning team. Lydic has set up a basic roadmap that not only includes partnerships, but a strong sales team, becoming an industry expert and a commitment to the company’s business model.

This article originally appeared in the September 2014 issue of Security Today.

Featured

  • Live From ISC West: Day 2 Recap

    If it’s even possible, Day 2 of ISC West in Las Vegas, Nevada, was even busier than the first. Remember to keep tabs on our Live From ISC West page for news and updates from the show floor at the Venetian, because there’s more news coming out than anyone could be expected to keep track of. Our Live From sponsors—NAPCO Security, Alibi Security, Vistacom, RGB Spectrum, and DoorKing—kept the momentum from Day 1 going with packed booths, happy hours, giveaways, product demonstrations, and more. Read Now

    • Industry Events
    • ISC West
  • Visiting Sin City

    I’m a recovering alcoholic, ten years sober this June. I almost wrote “recovered alcoholic,” because it’s a problem I’ve long since put to bed in every practical sense. But anyone who’s dealt with addiction knows that that part of your brain never goes away. You just learn to tell the difference between that insidious voice in your head and your actual internal monologue, and you get better at telling the other guy to shut up. Read Now

  • On My Way Out the Door

    To answer that one question I always get, at every booth visit, I have seen amazing product technology, solutions and above all else, the people that make it all work. Read Now

    • Industry Events
    • ISC West
  • Return to Form

    My first security trade show was in 2021. At the time, I was awed by the sheer magnitude of the event and the spectacle of products on display. But this was the first major trade show coming out of the pandemic, and the only commentary I heard was how low the attendance was. Two representatives from one booth even spent the last morning playing catch in the aisle with their giveaway stress balls. Read Now

    • Industry Events
    • ISC West

Featured Cybersecurity

New Products

  • PDK IO Access Control Software

    PDK.IO Access Control Software

    ProdataKey now allows for "custom fields" within the interface of its pdk.io software. Custom fields increase PDK's solutions' overall functionality by allowing administrators to include a wide range of pertinent data associated with each user. 3

  • Tyco Kantech EntraPass security management software

    Tyco Kantech EntraPass security management software

    Johnson Controls, the global leader in smart, healthy and sustainable buildings, and architect of the Open Blue digital connected platforms, has released the newest version of the Tyco Kantech EntraPass security management software. 3

  • Unique Oversized ID Card Printer

    Unique Oversized ID Card Printer

    Idesco Corp. is announcing its card printer – the XCR100 2.0 printer- that allows customers to personalize oversized ID cards on demand. The printer is ideal for assisting healthcare organizations find the right badging solution. As healthcare facilities continue to combat the spread of COVID-19, issuing oversized ID cards has helped identify staff clearly while adding an extra layer of security. The XCR100 2.0 printer is the only dye-sublimation printer on the market that can personalize CR100 cards (3.88" x 2.63"). The cards that are 42% larger than the standard credit card size. The printer can produce up to 180 full cards per hour in color, and up to 1,400 cards per hour in monochrome. An optional flipper is available to print dual-sided badges in one pass. Contactless encoding comes as an option to help healthcare facilities produce secure access badges on demand and the card printer features a 2-year warranty. 3