If you were walking along and spotted a $100 bill on the sidewalk, would you go through the trouble of bending down to pick it up? If someone gave you a gift, would put forth the effort to unwrap it? If you won a brand new car, would you take the time to register it? These questions may seem rhetorical, as most people would answer them all with “Of course!” However, each and every day, security dealers and systems integrators are missing obviously golden opportunities.

There are two ways, with countless permutations, in which this occurs. One is in a general business sense: A company president gets greedy in a business deal; an executive exposes the company to liability by underinsuring it; a salesperson puts off calling a prospect that would have led to a sale; a receptionist carelessly disconnects a major client; a supervisor fails to get a requisition in on time; a manager makes no effort to praise a job well done.

The other way is more specific to the industry: An installer takes a short cut that results in a lost customer; a technician blows off a service call where a burglary occurs; management fails to adapt to new technology or market trends; the company disregards associations and industry events; the false alarm problem is ignored; there is a lack of training among staff and customers; the bottom line is stressed above the business of protection.

Although these may not all strictly adhere to the standard definition of opportunity, look closely and you will see they are all instances in which doing the contrary could create an opportunity. It stands to reason that the better-positioned one is to receive opportunity, the more likely it is they will. Being in the right place at the right time is usually no accident.

All of this leads me to my main point, which is urging you to take advantage of an excellent opportunity right under your nose. What is it, you ask? Here’s a hint, you are holding it — that’s right, Security Sales & Integration! Not only is SSI an indispensable tool for helping you stay abreast of our rapidly evolving industry, it is an exceptional venue to gain your business invaluable exposure. Most readers reap the benefits of the former, but precious few exploit the latter — and it’s scarcely more difficult than flipping through the pages of this magazine.

Has your company hired or promoted someone? Have you had a record year or celebrated a milestone? Have you acquired more accounts and grown, or sold the business to another company? Have you landed a major account or pulled off a substantial installation? Have you participated in a community service program? Have you recently won an industry award? Have you been proactive in fighting false alarms? Do you have expertise or a hot news tip to share?

These are just some of the many ways you or your company could get coverage in SSI. While we are dedicated to being the true voice of our readers and pride ourselves on ferreting out all the industry information fit to print, alas, we are not omniscient. That’s why it is so important to do your part by putting together a press release and/or E-mailing, calling or faxing us.

Imagine your business featured in a leading electronic security industry trade publication like SSI. You cannot buy publicity and credibility like this; it is worth its weight in gold. It can be used to demonstrate the legitimacy of your company to customers and colleagues alike. In particular, participating in our award programs, case studies or as a source in technology or business articles gives your operation an aura of authority.

Because SSI is comprised of seasoned professionals with combined experience exceeding 100 years, you can rest easy that we will not divulge your trade secrets or jeopardize your customer relationships. We are experts in walking the fine line between enlightening readers and respecting subject confidentiality.

Dispatch with the excuses! Opportunity is knocking on your door with each and every issue of SSI; make sure you answer it.

 

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