It sounds like a contradiction, but success would be easy if all it took was hard work
- By Robert Ogle
- Sep 01, 2017
Effort means a lot, of course, since it’s hard to find anyone
who turned a profit by being lazy. But for security companies,
especially smaller integrators who are trying to compete
with gigantic competitors, it’s not enough just to work
harder than the other guys.
That’s why dealer programs play an important role for so many
successful companies. They can provide a huge competitive advantage
that can make all the difference when hard work isn’t quite
enough. Here are some things to consider if you’re wondering if you
should join a dealer program or getting the most out of your current
In the battle for customers, you’re often competing against wellknown
names with huge marketing resources. Your company might
not be a giant, but that doesn’t mean you can’t act like one.
The best dealer programs give you access to slick-looking customized
materials such as yard signs, marketing collateral, websites, and
branded apparel. For example, MONI’s Dealer Program features a
“ProShop” that offers materials and resources for its network of more
than 600 companies.
Envision Security, a MONI Authorized Dealer based in Arizona,
places a huge value on perception. Vehicles for sales reps are wrapped
with company advertising and reps are dressed consistently to portray
a professional presence on first contact.
“Everything about our company has to show that we’re professional,”
said Darryl Johnson, Envision’s president and founder.
“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
ACCESS TO THE LATEST TECHNOLOGY
Now that home automation is much more prevalent, technology giants—
Google, Apple, Amazon, and others—have climbed into the
ring. In order to compete, security dealers need access to technology
that meets high expectations.
Competition in the “smart home” market is fierce. ABI Research
predicts that the number of U.S. households using home automation
services is expected to grow by 37 percent from 2016 to 2019. Now
more than ever, it’s important for dealers to position themselves as
home automation providers.
That’s why a dealer program should provide a choice of interactive
technology solutions, whether it’s for home security or “smart
home” needs. Don’t get locked into a single brand or a one-size-fitsall
solution. Flexibility, as well as a sales rep’s product familiarity and
training, will play a major role in selling home automation solutions,
giving dealers an important edge over the giants.
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 has training on topics like
lead-generation tactics, sales techniques, marketing your business
and even things like preparing paperwork,” said Travis Miller, director
of sales at MONI. “It’s an opportunity for both new and longtenured
dealers to gain knowledge that’s going to differentiate them
in the field.”
Cash flow is an issue for many companies that aren’t affiliated with
a dealer program. For example, smaller companies often are dependent
solely on RMR, but don’t have the cash on hand for low- or
no-money down installations, or to finance their growth. Cash flow
can especially become an issue during the ebb and flow of a normal
Dealer programs have become a popular solution to the cash
crunch, helping dealers keep things on an even keel. Today, options
include revenue and profit sharing; upfront cash for accounts that
have been sold and funded; and portfolio flexibility that gives dealers
the ability to keep or sell accounts.
Support is the thread that ties everything together in a dealer program.
In addition to these four areas, you should look for other ways
that a program can support your business:
- 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, MONI
uses its eContract mobile app for iPad and Android tablets.
- Easy interaction between network dealers and account managers,
who can quickly answer questions that arise in the course of a day.
Besides hard work and effort, successful security businesses share
one other trait: They’re constantly looking for ways to improve their
businesses. A dealer program is a great place to start.
This article originally appeared in the September 2017 issue of Security Today.