Keeping the Customer Happy
- By Ralph C. Jensen
- Mar 12, 2024
Let’s say you are going shopping. What two things are important to you, the customer? You have questions, so you want to deal with the owner, and every business owner knows the importance of having a happy customer.
That is exactly the way Ron Broussard started his business Security Data Supply, and it worked so well that he wanted to expand, however, having an owner in every facility was not going to work since he could only be at one place at a time. Broussard was fully engaged in Mandeville, LA. Broussard is the president and CEO and knew if he had an owner at every store counter, expansion would work effectively.
Joining Broussard are two experienced security professionals in Chris Lamb, who is the CFO, and Mike Capulli, the COO. Security Data Supply has since exploded across the Southeast United States and moving into the Southwestern states thanks to a creative plan to franchise each location and have an owner in the store.
“Our model provides local support and customer service with national pricing and availability,” Broussard said.
Each location is independently owned, and that person deals directly with the corporate offices in Covington, LA following specific regulated guidelines. Currently, there are 14 locations, with a planned growth of a minimum of three more coming online in 2024. They are always on the lookout for someone that would like to own their own business and have a support network to drive success.
Last year, Security Data Supply added locations in Phoenix, Tulsa OK; and Norfolk, VA. Expansion is planning for 2024 with three to five new franchises possible.
“Each location owner knows ahead of time what they are buying into,” Capulli said. “We currently work with more than 400 vendors. Our goal is to create a one stop shopping experience for our customers. Our list of vendors is like a list of who’s who in the security manufacturing world.”
The franchises are set up to be active sales and training locations. Corporate handles the relationships with the vendors, so all purchases go through the main office. all the while bringing its dealers the best prices and support possible from the vendors. All marketing is handled by the corporate office so “we have continuity with our messaging to the industry. Vendors participate in the marketing, such as new product introduction or sales etc. For instance, email blasts are routine in helping each location spark additional business,” Capulli said.
Franchise owners also have a protected territory, and with the owner on site, is someone who has “skin in the game.” Capulli said that “depending upon the franchise location, products vary, product needs will vary by franchise, these needs are supported through our vendors.”
While Broussard had been managing a successful growing business, the franchises went up against Hurricane Katrina in 2005. With Security Data Supply being a Southern Louisiana-based company, and having gone through this disaster, Ron learned a valuable lesson that our customers needed a constant supply chain to support the rebuilding efforts. So, when COVID-19 hit back in 2019. This is where Broussard began to shine with multiple locations to care for His foresight demanded that corporate add to inventory, so they could keep the supply chain full. This is one of those “just in case” moments.
“We saw the company flourish during this particular time,” Capulli said. “The company experienced a 30 percent growth during COVID. We flourished thanks to innovative business acumen. We experienced better sales growth because of planning.”
Security Data Supply also has a lot of fun during the year, and they make it real by offering franchisee a chance to win a whopper of a prize. In 2023, up for grabs was a 2023 SeaDoo Switch. This year, Security Data Supply is giving away a 2024 Chevrolet Corvette Stingray.
The Security Data Supply franchise model is unique. With an owner in each location, customers are provided quick decision making to support their needs as well people who care about their business as much as they do theirs.
About the Author
Ralph C. Jensen is the Publisher of Security Today magazine.