Security Sales Must Change Along With the Rest of the Industry

Recently, while attending the California Alarm Association’s (CAA) winter conference in San Francisco, a national sales director for a manufacturer complained to me about how short sighted some of his customers are.

“When I make a sales call,” he said, “they are so focused on their immediate needs, it is difficult to get them to think strategically. They don’t think long term.” He was alluding to the general resistance by many dealers to embrace the technological advances and changes within the industry. He addressed the use of the Internet and integrating it into our daily routine, as well as the reluctance to merge into profitable side markets.

Change is always inevitable; yet, often with change comes resistance. For instance, in 1999, fortunes were made within the dot-com communities. This year, however, we have witnessed the economic backlash from this rush. The many changes rushing toward our industry has hit the same wall. It has been my own personal experience, as well as what I encounter daily when talking to you, our readers, that change, whether good or bad, moves you forward. If you are positive in your perspective and open to new ideas, you will advance your present position.

Our January issue brings to light the industry changes on the horizon. In the cover story (“Why Aren’t You Wired Into Home Networking?”), Vi Paynich brings forward questions concerning what some believe to be a natural growth area for the security industry. “Cracking Open the Security Industry’s 2001 Fortune,” by Senior Editor Thomas Haire, examines new markets and emerging technologies.

Lately, I have experienced many personal changes. I was recently promoted after former Publisher Jason Knott changed the direction of his career. My staff and I have implemented many changes.

The first change was to gain an added edge for our electronic newsletter, Security Control Panel, by introducing Security Control Panel Special Bulletins. These E-bulletins deliver you late-breaking news moments after it happens. Plus, our electronic product newsletter is under way for a first-quarter launch. Starting with February’s issue, we will feature a technical column to be written by Tom Hagedale. Tom’s technical expertise will bring you the information necessary to educate and enhance your business. We will also introduce a How-To column, focusing on the rapidly advancing Internet, written by an industry leader and professional in that field.

This time next month, you will notice the addition of the Security Sales Editorial Advisory Board, which was organized to bring you the best sources for information and news available. Recently at ExpoSec 2000 in Sao Paulo, Brazil, Security Sales, Ventas de Seguridad and Mercado de Seguranca teamed with Virtual Expo Corp. for a virtual trade show. This will enable you to briefly tour trade shows and seminars internationally, as well as in related industries from a CD format.

Along with my promotion, two other staff members have moved up as well. Vi Paynich is now associate publisher/executive editor and Scott Goldfine is executive editor/editor E-publishing. Congratulations to them both!

As you can see, just like you, we have not been sitting still. As you expand your business through new markets, we will keep pace with you by presenting features and columns that will be relevant to this evolution. We will all continue to change for the better.

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