2019 Security Sales & Marketing Survey: Pros More Focused on Bundles, Presentations
Findings from this year’s survey show dealers/integrators are allocating a higher percentage of their budgets to marketing, are more focused on branding and enlisting more external expertise.
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Today’s security dealers and integrators must contend with consumers and business owners/managers who are bombarded with an ever-deafening din of marketing noise. This feverish pitch is emanating from a deeper and wider scope of competitors, in some cases well-known brands with substantially more marketing muscle, and via expanded media avenues.
This is particularly true on the residential side, where scores of DIY/MIY-oriented alternatives have emerged and global technology leaders are hot on the trail of IoT opportunities. At the same time, manufacturers selling direct to end users and the availability, ordering ease and usually cheaper prices online have long been market erosion agents.
Further complicating matters is that just as today’s successful security dealers and integrators must embrace changing products, services and business models, so too must they adapt to equally substantial shifts in sales and marketing techniques.
Fortunately, to a large extent security is a service-reliant business, and as others in that category the most powerful marketing mechanism is often positive word of mouth and referrals.
This is true for security and life safety perhaps beyond any other industry because customers are entrusting their provider with the well-being of families, workers, students, pets, etc. and protection of assets.
Still, few dealers/integrators can sustain their company over the long term let alone significantly grow in the absence of a bona fide sales and marketing scheme. And given the current landscape, the bar is set higher — requiring the dedication of more money, thought and time, or committing to at least one of those areas.
Smarts and creativity are also advantageous. At the end of the day, it’s about reaching customers and prospects through a convenient medium in a manner they find appealing to most effectively and efficiently communicate how your company can leverage technology to meet their needs, improve their lives and solve problems better than anyone else, and at a reasonable cost.
Maybe not so simple but not rocket science either. Whatever you do, don’t sell your company short by focusing on price. Always emphasize value, which modern products make it easier than ever to deliver.
Here to help guide you flesh out a plan of attack is SSI’s 2019 Sales & Marketing Survey, with new data contrasted with that of when the research was last conducted five years ago. The findings show dealers/integrators are allocating a higher percentage of their budgets to marketing, are more focused on branding and enlisting more external expertise.
They are also relying more on electronic-based presentations, bundled services, social media, trade shows and email to win business. Dig into the data to unearth your own nuggets to help set your sales and marketing apart.
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