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Making Your Best End-User Case

Close to four in five security directors/managers are looking to spend more money on security, with 76% of that group considering new or upgraded systems. However, SSI’s ninth Commercial End-User Study also indicates funding is more of an impediment, equipment costs and reliability are of greater concern, and integrator IT know-how is lagging.

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Going from a zero to a hero with a prospective or challenging customer is attainable if you thoroughly understand that end user’s unique organizational needs and specific pain points, and are willing and able to deliver solutions to minimize or eliminate them. And if your customer already holds you in high regard, reinforcement of those edicts is essential to ensure a deep and long-lasting relationship. To help you keep your finger on the pulse of customers’ operational health and safety, SSI’s 2013 Commercial End-User Study taps into their minds to render rare and valuable insights into the realities of their world.

This year’s results indicate 77% of those end users intend to boost security spending — 68% looking at new security/fire-life safety systems, and 8% evaluating upgrades and risk assessments. Those percentages represent substantial year-over-year increases. In addition, around four in five plan to either maintain or raise their security budget. Nearly eight in 10 are highly interested in video surveillance, with access control holding almost as much appeal. Technologies of highest interest for video, access and intrusion are, respectively, networked video, smart cards and wireless devices.

The results also point to rising concern about budgetary constraints (59% identify funding as top obstacle for a secure workplace) as well as several areas suppliers and integrators would be well advised to address as opportunities for improvement. Given the spending challenges, the fact that the cost of security systems extended its lead as end users’ chief complaint is not surprising, but that is compounded by increased dissatisfaction with reliability. The issue exhibiting the biggest upswing as a complaint about integrators was a lack of IT expertise.

SSI’s ninth annual Commercial End-User Study — conducted in cooperation with ISC/Reed Exhibitions and Campus Safety magazine (for more, see Methodology box) — offers industry-exclusive data that can be sliced, diced and analyzed in practically limitless ways to yield invaluable market intelligence. Look it over thoroughly, assess how it stacks up against what you are encountering in the field, tailor it according to parameters that make the most sense to advance your business — and then reap the rewards.

View the 2013 Commercial End-User Study results.

Article Topics
Business Management · Vertical Markets · Commercial End-User Study · End Users · Features · Industry Research · All Topics

About the Author
Scott Goldfine
Scott joined SECURITY SALES & INTEGRATION in October 1998 and has distinguished himself by producing award-winning, exemplary work. His editorial achievements have included blockbuster articles featuring major industry executives, such as Tyco Electronic Products Group Managing Director Gerry Head; Protection One President/CEO Richard Ginsburg; former Brink’s Home Security President/CEO Peter Michel; GE Interlogix President/CEO Ken Boyda; Bosch Security Systems President/CEO Peter Ribinski; and former SecurityLink President/CEO Jim Covert. Scott, who is an NTS Certified alarm technician, has become a respected and in-demand speaker at security industry events, including presentations at the Central Station Alarm Association (CSAA) Annual Meeting; California Alarm Association (CAA) Summer and Winter Conferences; PSA Security Network Conference; International Security Conference and Exhibition (ISC); and Security Industry Association (SIA) Forum. Scott often acts as an ambassador to mainstream media and is a participant in several industry associations. His previous experience as a cable-TV technician/installer and running his own audio company -- along with a lifelong fascination with electronics and computers -- prepared Scott well for his current position. Since graduating in 1986 with honors from California State University, Northridge with a degree in Radio-Television- Film, his professional endeavors have encompassed magazines, radio, TV, film, records, teletext, books, the Internet and more. In 2005, Scott captured the prestigious Western Publisher Maggie Award for Best Interview/Profile Trade for "9/11 Hero Tells Tale of Loses, Lessons," his October 2004 interview with former FDNY Commander Richard Picciotto, the last man to escape the Ground Zero destruction alive.
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Commercial End-User Study, End Users, Features, Industry Research