Setting Your Sights on the SAMMYs: Why Integrators Shouldn’t Pass Up This Opportunity

It’s been said that recognition is the most powerful of motivators. Winning a SAMMY is not only outstanding for company morale, it is also a fantastic sales and marketing tool in its own right.

Setting Your Sights on the SAMMYs: Why Integrators Shouldn’t Pass Up This Opportunity

Members of 2022 SAMMY winners ADT Commercial, LOUD Security and Custom Alarm pose for a celebratory post-ceremony photo on-stage at ISC West.

Security professionals are always asking me, “When are you accepting SAMMY entries?” “When are the SAMMY entries due?” and “When is the SAMMYs and SSI Industry Hall of Fame event?” Apparently, we are not always doing a good enough job getting that critical information out, so I am being very overt here to deliver this message: The 28th Annual SAMMYs program is open this month through Jan. 11, and the event takes place the afternoon (tentatively 2-3 p.m., to be confirmed next month) of March 29 during ISC West in Las Vegas.

Thus, STOP whatever you are doing RIGHT NOW and go here to enter the 2023 SAMMY Awards.

For those of you familiar with the program that ought to be enough for you to take action because you already well know the many reasons why participating is an absolute must. For the rest of you, read on.

It’s been said that recognition is the most powerful of motivators. I believe this to be true, probably more so than ever in today’s workplace. People crave praise and the feeling of being appreciated. Studies have stunned business owners and managers by showing that workers value positive feedback above and beyond anything else, including money. Employees, particularly young people, need to feel connected to their employer through a communal culture that is as committed to doing the right thing as it is to growing the bottom line.

These factors are especially important to mind as the security industry grapples with the Great Recession and a widespread shortage of talent and labor.

For those reasons and many others, back in 1994, Security Sales & Integration launched the Sales & Marketing (SAMMY) Awards. The program — which recognizes and honors North American electronic security dealers/integrators who demonstrate exceptional expertise in their sales & marketing materials, business practices, and installations — has gained momentum each and every year.

It is the industry’s only platform spotlighting excellence in all of the most critical characteristics that define a model professional installing security systems company. Winning a SAMMY is not only outstanding for company morale it is also a fantastic sales and marketing tool in its own right. Of course, just being named as a finalist is nearly as sweet.

A majestic SAMMY trophy prominently exhibited in an office serves as a powerful testimonial to potential customers of that company’s commitment to quality. And the exposure in SSI, online and through social media can be shown to and viewed by existing customers and prospects alike — as well as potential business partners. Plus, it is absolutely FREE and only takes a few minutes to throw your hat into the ring.

Before your inner Negative Nelly kicks in, saying, “Ah, I don’t have a chance to win,” through my 25 years of overseeing this process, allow me to assure you otherwise. Many of the hundreds of past SAMMY winners thought the same thing before they found themselves exclaiming joy and embracing their beautiful crystal trophies.

Do the winning or runner-up companies have the largest budget or the greatest resources? Not necessarily. Throughout its nearly three-decade history, the SAMMYs have selected winners from all strata of the security systems and alarm industry. In fact, the categories have been devised to promote equal opportunity for installing electronic security contactors big and small.

Here are eight quick tips for SAMMYs success:

▶ Are you qualified? — The SAMMYs are open to North American installing security companies, not manufacturers, distributors, etc. (but these firms can be sponsors)

▶ Deal with the deadline — Procrastination is the enemy, get started TODAY

▶ Canvas all categories — There’s a lot to pick from; you can enter all, but only one entry per category

▶ Appeal to judges — Review the applicable criteria as you put together your entry to ensure it addresses those factors

▶ Mind the rules — Check the fine print to ensure you send in what the category calls for

▶ Be clear & concise — Make sure it is easy for judges to evaluate your submission

▶ Go for ‘The Big One’ — If submitting more than a couple of categories, also enter Overall Integrated Marketing Program

▶ Show off! — Include photos and other ancillary materials to support your entry

Peruse past year’s winners here for inspiration. See you in Vegas. Good luck!

Click here to enter the 2023 SSI SAMMY Awards.

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About the Author


Scott Goldfine is Editor-in-Chief and Associate Publisher of Security Sales & Integration. Well-versed in the technical and business aspects of electronic security (video surveillance, access control, systems integration, intrusion detection, fire/life safety), Goldfine is nationally recognized as an industry expert and speaker. Goldfine is involved in several security events and organizations, including the Electronic Security Association (ESA), Security Industry Association (SIA), Security Industry Alarm Coalition (SIAC), False Alarm Reduction Association (FARA), ASIS Int'l and more. Goldfine also serves on several boards, including the SIA Marketing Committee, CSAA Marketing and Communications Committee, PSA Cybersecurity Advisory Council and Robolliance. He is a certified alarm technician, former cable-TV tech, audio company entrepreneur, and lifelong electronics and computers enthusiast. Goldfine joined Security Sales & Integration in 1998.

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