3 Sales Improvements for Security Integrators

When an end user had an issue 15 years ago, they would call their security integrator to solve the problem. Even if they weren’t committed to one integrator, they’d call a few to compete for the job. But that’s not the case today!

When a problem arises today, your customers gather as much information online as possible, “solve” the problem themselves, and then ask you and two competitors for the best price.

Unfortunately, we’ve accepted this scenario, and we have reduced ourselves to a combination of account managers and order takers—but we don’t have to. Below are three improvements for sales professionals in the security integration space to elevate them back to the ranks of finding new business and selling their value at a fair profit margin.

1. Become the Perceived Expert.

If you’re going to compete with online forums, Google searches and manufacturer websites, your better become an expert… and be perceived as the expert.

How? You’re already working 60 hours per week—when will you become the expert and how will you brand yourself as the expert? Below I’ve list a few ideas:

a. Every six months, pick one topic to master and teach. For example, select managed access control for the second half of 2015.

b. Utilize your manufacturers for the content. Your manufacturers will be happy to share their case studies, white papers and articles with you.

c. Attend and speak at local organizations, and don’t limit yourself to the security organizations. Many business leaders are members of groups like Rotary, Toastmasters or the local chambers.

d. Reach out to national organizations like the Security Industry Association (SIA), which also has a lot of white papers, educational opportunities and other resources to offer you.

Finally, get in front of your top customers and prospects and offer the content to them…

2. Meet with new prospects before there is a sales opportunity.

Bad salespeople offer the cheapest price possible for solutions created by the customer. Good salespeople solve the problems found by their customers. However, the great ones find the problems and solve them before they happen.

How? The great ones meet with their key customers and prospects on a regular basis, whether there is an opportunity or not. Their secret: They always bring value to every meeting. There is no “checking in” or “touching base”, but there is always a purpose. (Organizations like SIA also provide you with regular opportunities to network, facilitating an excellent opportunity to schedule a meeting.)

As an example, you might stop by to discuss a case study of a similar company that complemented their guards with video monitoring. As you’re discussing this, the two of you will likely find an unknown problem—and you’ll walk away with an action item to solve the problem.

3. Navigate your customers’ organizations.

Recent research performed by The Sales Executive Council revealed the number reason organizations make buying decisions, and the answer will surprise you. It’s not price, relationship, technology or any of the typical answers.

Their survey of hundreds of decision-makers revealed that having a consensus among their people is the number one reason buying decisions are made today.

Think about that for a second, and compare it to your experience in the last few years. Have there been more committee-type decisions?

Ok, if this is true then you have a huge opportunity to differentiate yourself from your competition. For your top customers and prospects, identify the key influencers in the decision-making process and get to know them. Understand their objective of the project (IT, accounting, HR and security will all have different objectives). Illustrate how your solution will help them meet their objective and then share it with the team.

Result: The decision-maker and the committee will see that you’ve met with everyone involved and have met their objective to a degree. They also will see that you care about the entire organization. Meanwhile, your competition will be sitting in the corner with only one these people—probably in the security or IT camp—and that’s it.

You’re currently working crazy hours putting out fires and trying to keep up with your sales numbers. How can you possibly shift to this type of process and make these improvements?

Well, you don’t have a choice. If you continue of the path of reaction, you’ll simply win the race to the bottom. Make time to implement these ideas—even if you have to dedicate certain hours every week to them.

In the end, your improvements will dramatically differentiate you from your competition, enabling you to win more business at a more profitable margin.

Chris Peterson is principal and consultant at Vector Firm. He can be reached at cpeterson@vectorfirm.com.  For more information, visit his website at http://www.vectorfirm.com.

The views and opinions expressed in guest posts and/or profiles are those of the authors or sources and do not necessarily reflect the official policy or position of the Security Industry Association (SIA).