In honor of SSI‘s annual November Residential Issue, my Between Us Pros column includes comments from four leading home controls and services market experts. In a series of four blogs, I share the complete Q&As. This installment features SSI Monitoring Matters columnist and industry consultant Peter Giacalone.

What do you believe is the greatest opportunity or opportunities presenting themselves to security dealers/integrators right now?

Peter Giacalone: Technologies and services have afforded dealers offerings to broaden and allow for a more robust consumer value proposition. The offerings cause better engagement by consumers resulting in more sales and better retention.

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How can companies best take advantage of the above opportunity or opportunities?

Giacalone: The ownership, salespeople and technicians need to understand and live the new ecosystem of systems. It is not about the components and their individual value, it’s the value of how the components work together. Home control systems must be presented as a lifestyle and the advantages that these systems offer must be detailed so the homeowner can further engage. Turn the wants into needs!

What are the top barriers or challenges to succeeding in today’s residential security marketplace?

Giacalone: Simply keeping on top of the technology and making sure your customers are informed. This includes home control, video and wireless communications rather than digital POTS lines. If the dealer is not keeping their customers informed, I am sure that their competitors are.

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Which is the better sales approach today, leading with security or with home automation-type convenience services? Why?

Giacalone: This is the detail that is most important. I don’t believe it is either, although home control is an element of home automation, home automation is an old term and to me doesn’t cover it all. Home control considers it all; control of your lighting, HVAC, video, locks, garage doors, security, etc. It’s how it all ties together and what it all means to one’s lifestyle.

Should security dealers be concerned about telcos, cablecoms, DIY and all the rest that have jumped into residential security? Why or why not?

Giacalone: Concerned? No. Aware? Yes. Be aware and leverage what the telcos, cablecoms and DIYers are all doing. They are all good propositions, yet they all have some small deficits of their own. The independent dealer has something others don’t have. They have local and personal service and the diversity to customize. Additionally, they have another great advantage over the telcos and cabelcoms: the independent dealer is not driven to force a consumer to be more dependent on tethering to a data line or cable connection. The dealer can and is motivated to offer a much better method of communication through secured wireless communications such as GSM and other cellular means. Stay aware and use it all to your advantage!

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