Convergence Channel: Leveraging Integrated Systems’ Upselling Upside

September 20, 2011 Paul Boucherle

Upselling to integrate systems makes more sense phased in over time, leverages existing security or IT infrastructure investments and delivers results to pay its own way. ©iStockphoto.com/samxmeg

[IMAGE]12261[/IMAGE]Always Keep Customers Informed

Cross-selling is expanding a customer from one product or service you provide to a different one of your offerings, from access control to video for example. This can be more complex than you might think. This is a horizontal selling strategy. New buying processes and departments may be involved with this new offering and it might put your existing business relationship at risk to competitors currently providing that service or product.

“Wait a darn minute, that is crazy talk,” you say. “I don’t want to risk my current revenue streams and customer relationships, do I?” Maybe you do. Do unto others before they do unto you!

In the past, channels, product lines and distribution strategies were well defined for systems integrators and customers alike. “Don’t play in my backyard and I won’t play in yours!” was the attitude. Is that belief system still valid today with convergence and network-centric hardware, software and lots of new competitors to boot? I think not.

My advice is to always keep your existing customers informed on currently available technologies, products and services your company offers, with one twist. Expand your presence. Do a “convergence trends” presentation and invite different departments, as well as one level up on the organizational chart. Keep it informative, generic, fact-based and not a commercial about your company.

So what about new customer opportunities? Rule No. 1 with upselling to new customers is to have a signed agreement in your hands for the bid before you start the upsell process. Suggesting a different and better way to upgrade or integrate a system before having a contract in hand is a great way to invite your competition back into the party. It will possibly confuse the custom
er and will invariably delay a decision. This is NOT being deceptive; it is being practical.

Convergence always provides an opportunity to discuss upselling, cross-selling and enhance integration capabilities with your customers. Just make sure you do it before your competition does it to you.

Paul Boucherle, Certified Protection Professional (CPP) and Certified Sherpa Coach (CSC), is principal of Canfield, Ohio-based Matterhorn Consulting. He has more than 30 years of diverse security and safety industry experience and can be contacted at [email protected].

If you enjoyed this article and want to receive more valuable industry content like this, click here to sign up for our FREE digital newsletters!

Previous Pages 2 of 2

Tagged with: Business Fitness ROI Business

About the Author

Paul Boucherle, SSI Contributor

Contact:

Paul C. Boucherle, Certified Protection Professional (CPP) and Certified Sherpa Coach (CSC), is Security Sales & Integration’s “Business Fitness” columnist. A principal of Matterhorn Consulting, he has more than 30 years of diverse security and safety industry experience including UL central station operations, risk-vulnerability assessments, strategic security program design and management of industry convergence challenges. Boucherle has successfully guided top-tier companies in achieving enhanced ROI resulting from improved sales and operational management techniques. He is a charismatic speaker and educator on a wide range of critical topics relating to the security industry of today and an accomplished corporate strategist and marketer whose vision and expertise in business performance have driven notable enterprise growth in the security industry sector.