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2009 Sales & Marketing Survey

Security contractors are relying on the reach and cost effectiveness of online communications more than ever to win over new prospects and keep existing clientele engaged. SSI’s latest research also finds companies are compensating for economic shortfalls by allocating more of their operating budgets to sales and marketing.

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Conventional wisdom dictates that in lean economic times one of the last places a business should cut back on is sales and marketing. In fact, such periods may warrant allocating more resources than ever to this cause. After all, the largest and most aggressively cast nets catch the largest and greatest numbers of fish. Doing otherwise is likely to amount to little more than tales of the ones that got away.

SSI’s Sales & Marketing Survey indicates security contractors have no intention of letting their prospects off the hook. The new data shows 54 percent of companies are earmarking at least 6 percent of their total operating budget to sales and marketing, compared to just 41 percent in 2008 (the last time the biannual study was conducted). And nearly nine in 10 plan to spend at least as much on sales and marketing in 2010 as they did in 2009.

At the same time installing firms have leveraged in-house personnel and the Web, among other tactics, to boost cost effectiveness and efficiencies such that the average annual marketing investment and cost of marketing per account fell to levels last seen nearly a decade ago. In addition, although the average closing rate has slipped, companies are relying less on free equipment and monitoring incentives, and making a greater effort to secure new business with existing customers.

The 2010 Sales & Marketing Survey includes responses from 100+ security dealers/integrators of all sizes, locations and market specializations. Take a look at what your peers are doing, what seems to be working for them, compare how your company stacks up, then synthesize it together for an optimized sales and marketing plan.

Click to view SSI‘s Sales and Marketing Survey.


Article Topics
Business Management · Systems Integration · Vertical Markets · Research · Economic Recovery · MarketingPromotions · Research · Research - Security STATS · Sales & Marketing · Surveys · All Topics

About the Author
Scott Goldfine
Scott Goldfine is Editor-in-Chief and Associate Publisher of Security Sales & Integration, directing all editorial aspects of the magazine brand in print, electronically, online and in person. The voluminous, innovative and award-winning body of work he has distinguished himself with since joining the publication in 1998 includes groundbreaking research, landmark features, leadership roundtables, high profile case studies, and many industry exclusives. Well versed in the technical and business aspects of electronic security (video surveillance, access control, systems integration, intrusion detection, fire/life safety), Goldfine is a nationally known figure in demand as an industry presenter and subject matter expert to mainstream media. He is responsible for developing many unique products and programs, including the SSI Industry Hall of Fame, Control Panel (industry’s first E-mail newsletter), Police Dispatch Quality (PDQ), Marketing Marvel, Installers of the Year, Integrated Installation of the Year, Security Industry Census, Systems Integration Study, Installation Business Report, Operations & Opportunities Report, Commercial End-User Study and Security’s Fantastic Fleets. Recognized for his relationship building, integrity and lead-by-example ethic, Goldfine is a solutions-oriented team player who advises and collaborates with industry dealer/integrator, consultant, distributor, central station and manufacturer icons, luminaries and executive business leaders on a daily basis. He is also actively involved in several security events and organizations, including the Electronic Security Association (ESA), Security Industry Association (SIA), Security Industry Alarm Coalition (SIAC), False Alarm Reduction Association (FARA), PSA-Tec, SAMMY Awards, International Security Conference and Exhibition (ISC), Electronic Security Technology Summit (ESTS), Mission 500, Electronic Security Expo (ESX), ASIS Int’l, Honeywell CONNECT and other supplier conventions. Goldfine also serves on several boards, including the CSAA Marketing and Communications Committee and PSA Cybersecurity Advisory Council. A certified alarm technician, former cable-TV tech, audio company entrepreneur, and lifelong electronics and computers enthusiast, Goldfine graduated with honors from Cal State, Northridge with a management degree in Radio-Television-Film. His professional media endeavors have encompassed magazines, Internet, radio, TV, film, records, teletext and books. Goldfine resides in the Charlotte, N.C., area with his wife, son and three cats.
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Economic Recovery, MarketingPromotions, Research, Research - Security STATS, Sales & Marketing, Surveys, Web Marketing

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