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Web No. 1 Way to Catch Customers

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.



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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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Features, MarketingPromotions, Research, SAMMY Awards, Surveys, Web Marketing