Weighing Success

It sounds like a contradiction, but success would be easy if all it took was hard work

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 dealer program.

MARKETING RESOURCES

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 end result.”

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.”

FINANCIAL FLEXIBILITY

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 business year.

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

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.

Featured

  • Allegion, Comfort Technologies Implement Mobile Credentials at the Artisan Apartment Homes in Florida

    Artisan Apartment Homes, a luxury apartment complex in Dunedin, Florida, recently transitioned from mechanical keys to electronic locks and centralized system software with support from Allegion US, a leading provider of security solutions, technology and services, and Florida-based Comfort Technologies, which specializes in deploying multifamily access control, IoT devices and software management solutions. Read Now

  • Mall of America Deploys AI-Powered Analytics to Enhance Parking Intelligence

    Mall of America®, the largest shopping and entertainment complex in North America, announced an expansion of its ongoing partnership with Axis Communications to deploy cutting-edge car-counting video analytics across more than a dozen locations. With this expansion, Mall of America (MOA) has boosted operational efficiency, improved safety and security, and enabled more informed decision-making around employee scheduling and streamlining transportation for large events. Read Now

  • Security Industry Association Launches New “askSIA” AI Tool

    The Security Industry Association (SIA) has unveiled a brand-new SIA member benefit – askSIA, a conversational AI agent designed to help users get the most out of their SIA membership, easily access SIA resources and find the latest information on SIA’s training and courses, reports and publications, events, certification offerings and more. SIA members can easily find askSIA by visiting the SIA homepage or looking for the askSIA icon in the top left of webpages. Read Now

    • Industry Events
  • Industry Embraces Mobile Access, Biometrics and AI

    A combination of evolving workplace dynamics, technology innovation and new user expectations is changing how people enter and interact with physical spaces. Access control is at the heart of these changes. Combined with biometrics and AI, mobile access control has become increasingly crucial for deploying entry solutions that are seamless, secure and adaptive to user needs. Read Now

  • Sustainable Video Solution Delivered for Landmark City of London Office Development

    An advanced, end-to-end video solution from IDIS, with a focus on reducing waste and costs, has helped a major office development in the City of London align its security with sustainability objectives. Read Now

New Products

  • Camden CM-221 Series Switches

    Camden CM-221 Series Switches

    Camden Door Controls is pleased to announce that, in response to soaring customer demand, it has expanded its range of ValueWave™ no-touch switches to include a narrow (slimline) version with manual override. This override button is designed to provide additional assurance that the request to exit switch will open a door, even if the no-touch sensor fails to operate. This new slimline switch also features a heavy gauge stainless steel faceplate, a red/green illuminated light ring, and is IP65 rated, making it ideal for indoor or outdoor use as part of an automatic door or access control system. ValueWave™ no-touch switches are designed for easy installation and trouble-free service in high traffic applications. In addition to this narrow version, the CM-221 & CM-222 Series switches are available in a range of other models with single and double gang heavy-gauge stainless steel faceplates and include illuminated light rings.

  • A8V MIND

    A8V MIND

    Hexagon’s Geosystems presents a portable version of its Accur8vision detection system. A rugged all-in-one solution, the A8V MIND (Mobile Intrusion Detection) is designed to provide flexible protection of critical outdoor infrastructure and objects. Hexagon’s Accur8vision is a volumetric detection system that employs LiDAR technology to safeguard entire areas. Whenever it detects movement in a specified zone, it automatically differentiates a threat from a nonthreat, and immediately notifies security staff if necessary. Person detection is carried out within a radius of 80 meters from this device. Connected remotely via a portable computer device, it enables remote surveillance and does not depend on security staff patrolling the area.

  • Luma x20

    Luma x20

    Snap One has announced its popular Luma x20 family of surveillance products now offers even greater security and privacy for home and business owners across the globe by giving them full control over integrators’ system access to view live and recorded video. According to Snap One Product Manager Derek Webb, the new “customer handoff” feature provides enhanced user control after initial installation, allowing the owners to have total privacy while also making it easy to reinstate integrator access when maintenance or assistance is required. This new feature is now available to all Luma x20 users globally. “The Luma x20 family of surveillance solutions provides excellent image and audio capture, and with the new customer handoff feature, it now offers absolute privacy for camera feeds and recordings,” Webb said. “With notifications and integrator access controlled through the powerful OvrC remote system management platform, it’s easy for integrators to give their clients full control of their footage and then to get temporary access from the client for any troubleshooting needs.”