Mobilizing Alarm System Access
Growing consumer demand to access and control as much as possible through their mobile devices is creating new recurring revenue for security installation and monitoring companies. Increasingly, manufacturers are offering devices and software to make these services more widespread.
[IMAGE]11891[/IMAGE]
The ability to offer remote control and video surveillance services may seem fairly simple in general, but offering these capabilities through personal handheld devices is providing just enough “sizzle” to pique consumer interest. And as more capabilities are developed for these digital services, they’ll inevitably become incorporated into mobile monitoring solutions.
Learning How to Make the Sale
In the past, selling a security system may have felt like having to sell an insurance policy. That is to say, end users were more motivated to purchase the technology out of fear of a bad event or a past experience. Mobile monitoring capabilities, though, add an unprecedented level of value that make the system a much more attractive buy.
However, there is a difference between selling technology such as alarm panels and learning to market security benefits enabled by consumer electronics. And it speaks to the challenges many dealers already have faced during the past two years as the overall communications landscape drove a fundamental change in the direction of the alarm industry. For decades, the industry has been connected to everyone’s plain old telephone service (POTS) lines for free.
No more. Enter voice over IP (VoIP) and cell phone only users.
The gradual extinction of the traditional landline is forcing every dealer to confront the biggest question their businesses have ever faced: How do I effectively move customers along when the fundamental technology is drying up and going away? Because the communication path was essentially free in the past, end users understandably have higher expectations from a system that will ultimately mean more RMR for the dealer.
As such, the selling process must focus on communicating the additional benefits end users receive by using a solution enabled by cellular networks such as Global System for Mobile Communications (GSM). In other words, dealers must learn how to effectively add new value to their services.
The key to the dealer being proactive is positioning himself as 1) a security expert and 2) someone who also happens to understand the need for powerful communication alternatives that simplify the lives of end users and enable them to do things regular POTS services simply can’t support. Additionally, dealers must also take great care to make these features appealing to long-time customers as well as younger ones.
With touch screen-replicated keypads, for instance, users have no trouble operating the system because the display and key locations are identical to the physical keypads themselves — the interface can display the panel as if the end user were standing directly in front of the actual keypad mounted on the wall. This type of feature represents a key marketing point for dealers; these displays are capable of providing a comforting sense of familiarity for older end users with just the right amount of flash appeal for the younger generation of customers.
During sales calls, dealers must be knowledgeable enough to explain these capabilities. It is, after all, better for a dealer to position his or her business as forward-thinking while still sticking to the basics of alarm services. This will avoid being blindsided by an aggressive marketing company that focuses predominantly on the sizzle to close the deal.
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!
Related Content
Security Is Our Business, Too
For professionals who recommend, buy and install all types of electronic security equipment, a free subscription to Commercial Integrator + Security Sales & Integration is like having a consultant on call. You’ll find an ideal balance of technology and business coverage, with installation tips and techniques for products and updates on how to add to your bottom line.
A FREE subscription to the top resource for security and integration industry will prove to be invaluable.
