A Competitive Boost

An effective program and resources can help dealers gain advantage

Intense competition is certainly nothing new in the security industry, but the past couple of years have taken things to an entirely new level.

Start with the increased emphasis on home automation technology, which has forced dealers to broaden their sales horizons. Now add an increased number of new players. Telephone and cable companies have been applying pressure for a while, but the arrival of some of the biggest brands in the world—Google, Amazon, Samsung and Apple, to name just a few—have taken the game up a notch.

Corporate giants have access to multi-platform advertising, huge marketing budgets, financial resources and other advantages to try to gain the upper hand against companies who have been doing security for years. Given the circumstances, it’s easy for average small- to mid-sized security dealers to feel pressure from all sides. But, smaller dealers don’t have to go it alone.

Valuable resources are available through participation in a dealer program. It can help level the playing field for existing dealers, and make a huge difference in continuing to build their businesses and withstand attacks from outsized competitors. A typical dealer might not be a giant, but that doesn’t mean they can’t act like one.

Here are some things to consider if you’re wondering whether you should join a dealer program—or whether you’re getting the most out of your current dealer program.

Marketing Resources

The best dealer programs give you access to customized marketing materials such as yard signs, sales and product collateral, websites, and even co-branded apparel. For example, Monitronics’ Dealer Program features a “ProShop” that offers materials and resources for its network of more than 600 companies. Envision Security is a Monitronics network dealer with operations in Arizona and California. President and founder Darryl Johnson places a huge value on perception. Vehicles for sales reps are wrapped with the company’s brand and advertising, and reps should always portray a professional presence on first contact.

“Everything about our company has to show that we’re professional,” Johnson said. “When a rep comes up to the door and looks professional, it just adds more value for the customer. They’re going to be more comfortable doing business with you, from the first door-knock all the way to the end result.”

Access to the Latest Technology

Part of the perceived advantage of the high-tech giants is that they have a huge edge in home automation technology. A dealer program can give traditional security companies access to proven home automation equipment from some of the industry’s top manufacturers. Competition in the “smart home” market will be fierce. ABI Research predicts that the number of U.S. households using home automation services is expected to grow by 37 percent by 2019. That’s why a dealer program should provide a choice of interactive technology solutions, whether it’s for home security or “smart home” needs. For example, Monitronics offers flexible home automation solutions that include smartphone access to locks, lights, thermostats and video, as well as medical monitoring. Flexibility—as well as a sales rep’s product familiarity and training—will play a major role in selling home automation solutions.

Training and Education

Even the best technology means little when reps are inadequately prepared to make a sale. Look for a dealer program with strong education and support for sales reps, as well as effective dealer strategies that will make reps as productive as possible. That includes everything from phone support from knowledgeable account managers to educational opportunities like webinars and conferences.

“It’s important that a dealer program provides a wide range of training on topics, such as package and commission outlines, sales techniques and going to market in the smart home technology era,” said Jason Johnson, national sales trainer at Monitronics. “But our program also offers ‘back office’ training in paperwork and reporting. That’s a great resource that Monitronics provides to both new and long-tenured dealers, and it gives them the best possible chances of being successful within our program.”

Financial Flexibility

Cash flow is an issue for many companies that aren’t affiliated with a dealer program. Dealers should look for options like upfront cash for accounts that have been sold and funded; and portfolio flexibility that allows the option of keeping or selling accounts.

Support

Support is the thread that ties everything together in a dealer program. Dealers can gain a huge benefit from:

  • An infrastructure that includes responsible, reputable monitoring. This is a major source of differentiation for companies that are competing for the customer’s business.
  • Knowledge of licensing and permit requirements, particularly for dealers doing business in multiple regions.
  • Technology-forward tools for salespeople. For example, Monitronics uses its eContract mobile app for iPad and Android tablets as a way of streamlining the sales experience.
  • Easy interaction between network dealers and account managers, who can quickly answer questions that arise in the course of a day.

Joining a program to help as a resource in the face of growing competition doesn’t mean that a dealer has to sacrifice their autonomy or their identity. Find a program that provides valuable resources, as well as freedom, flexibility and a solid foundation.

This article originally appeared in the September 2015 issue of Security Today.

Featured

  • Evolving Cybersecurity Strategies: Uniting Human Risk Management and Security Awareness Training

    Organizations are increasingly turning their attention to human-focused security approaches, as two out of three (68%) cybersecurity incidents involve people. Threat actors are shifting from targeting networks and systems to hacking humans via social engineering methods, living off human errors as their most prevalent attack vector. Whether manipulated or not, human cyber behavior is leveraged to gain backdoor access into systems. This mainly results from a lack of employee training and awareness about evolving attack techniques employed by malign actors. Read Now

  • Report: 1 in 3 Easily Exploitable Vulnerabilities Found on Cloud Assets

    CyCognito recently released new research highlighting critical security vulnerabilities across cloud-hosted assets, revealing that one in three easily exploitable vulnerabilities or misconfigurations are found on cloud assets. As organizations increasingly shift to multi-cloud strategies, the findings underscore significant security gaps that could provide attackers with potential footholds into networks. Read Now

  • Built for Today, Ready for Tomorrow

    Selecting the right VMS is critical for any organization that depends on video surveillance to ensure safety, security and operational efficiency. While many organizations focus on immediate needs such as budget and deployment size, let us review some of the long-term considerations that can significantly impact a VMS's utility and flexibility. Read Now

  • Paving the Way to Smart Buildings

    In today's rapidly evolving security landscape, the convergence of on-prem, edge and cloud technologies are critical. The physical security landscape is undergoing a profound transformation, driven by the rapid digitalization of buildings and the evolving needs of modern organizations. As the buildings sector pivots towards smart, AI and data-driven operations, the integration of both edge and cloud technology has become crucial. Read Now

  • The Cybersecurity Time Bomb

    If you work in physical security, you have probably seen it: a camera, access control system, or intrusion detection device installed years ago, humming along without a single update. It is a common scenario that security professionals have come to accept as "normal." But here is the reality: this mindset is actively putting organizations at risk. Read Now

New Products

  • Mobile Safe Shield

    Mobile Safe Shield

    SafeWood Designs, Inc., a manufacturer of patented bullet resistant products, is excited to announce the launch of the Mobile Safe Shield. The Mobile Safe Shield is a moveable bullet resistant shield that provides protection in the event of an assailant and supplies cover in the event of an active shooter. With a heavy-duty steel frame, quality castor wheels, and bullet resistant core, the Mobile Safe Shield is a perfect addition to any guard station, security desks, courthouses, police stations, schools, office spaces and more. The Mobile Safe Shield is incredibly customizable. Bullet resistant materials are available in UL 752 Levels 1 through 8 and include glass, white board, tack board, veneer, and plastic laminate. Flexibility in bullet resistant materials allows for the Mobile Safe Shield to blend more with current interior décor for a seamless design aesthetic. Optional custom paint colors are also available for the steel frame.

  • Connect ONE’s powerful cloud-hosted management platform provides the means to tailor lockdowns and emergency mass notifications throughout a facility – while simultaneously alerting occupants to hazards or next steps, like evacuation.

    Connect ONE®

    Connect ONE’s powerful cloud-hosted management platform provides the means to tailor lockdowns and emergency mass notifications throughout a facility – while simultaneously alerting occupants to hazards or next steps, like evacuation.

  • Unified VMS

    AxxonSoft introduces version 2.0 of the Axxon One VMS. The new release features integrations with various physical security systems, making Axxon One a unified VMS. Other enhancements include new AI video analytics and intelligent search functions, hardened cybersecurity, usability and performance improvements, and expanded cloud capabilities