Note to Integrators – Sell Value
in the last few years, business executives, security directors, technology integrators and manufacturers have been discovering new ways of creating value through smarter security systems. Software, computers, and networking are sweeping across the security industry.
In the next few years, companies will achieve more value from security investments than any time in recent history. The reason for this strong increase in benefit and flexibility is the maturity of information technologies like Internet Protocol (IP), new software and communications standards, and improved understanding of how to measure the value of security.
But the key to success will be the integrator’s ability to sell or more precisely to “upsell.”
Customers are not often security experts, but they are experts on their business. They may know enough to request surveillance cameras at the loading dock, but they rely on the security integrator to suggest the most efficient and effective solutions to the business problems.
Customers are also more IT savvy these days, so they expect more intelligent choices, such as video analytics, as opposed to simply more cameras.
Manufacturers and resellers have to learn to sell in a new way. Not just sell security. Information technology is the language, but business is the nuance. Security doesn’t even have to be part of the vocabulary. If the security technology or process truly is a “solution” then it solves a business problem. Business is first, security should always be secondary.
Besides, outside of the security profession, everyone on the planet thinks security is an annoying layer of cost and inconvenience. You say your are a security installer, and the customer hears that you are an annoying layer of cost and inconvenience installer.
integrators need training in the new technologies from vendor sponsored symposia or Jim Gompers’ IP Institute, then they also need awareness of and senstitivity of complementary software applications, like single sign one, and network access control.
It ain’t rocket science and it makes the difference between an order taker who fulfills a request for more cameras, and a business problem solver who finds the most efficient route to solve a loss prevention problem, fpr example.
I’ve found some really exceptional integrators who know how to sell and solve problems in this way. And I’ve found some completely clueless integrators who are merely dumb order-takers.
I’ll publish my list of favorite integrators soon.