Hot Tips to Successfully Sell Commercial Audio Systems

AtlasIED Vice President of Sales Michael Peveler provides insights and advice for security dealers and integrators to win in the commercial audio space.

AtlasIED is a well-established brand in the commercial A/V market as a supplier of comprehensive audio solutions for various business environments. Having recently joined PSA Security Network and the Electronic Security Association (ESA), the company is working to build familiarity in the security industry.

AtlasIED Vice President of Sales Michael Peveler joins the conversation to inform installing security contractors how to successfully offer A/V systems. 

Which markets segments under the “commercial security” umbrella make the most sense for dealers and integrators to offer high-end audio systems?

We see significant growth in the need for security and audio solutions in the education, healthcare and industrial verticals. The good news is that many of the security dealers and integrators that we are talking to already have deep relationships in those verticals.

There is always the corporate market as well. With the new open workspaces, the demand for speech privacy via sound masking is significant. All in all there is massive opportunity for a security dealer or integrator to grow their business by offering audio solutions to their clients in almost any application.

As low-voltage specialists, what necessary training and skill sets do installing security contractors need to gain in order to begin successfully selling and installing commercial audio solutions?

The core of the necessary training focuses on solid audio system design and installation techniques, as well as an understanding of the technologies and products that are used within and designed for different commercial environments.

AtlasIED offers this training for free, as well as free design assistance so that as security integrators start offering audio design and install services to their client base, they are not alone.

Certification is not required; however, there are industry groups that offer certification with more in-depth training. More knowledge is always good and should be considered a best practice. We are glad to get our SI partners introduced to the right resources for technical training and certification.

What should be foremost in mind for integrators that are exploring a commercial audio offering?

Like any new or extended service offering, each integrator will want to understand both the technology and the market to make sure it is the right addition to their business. They will also have to evaluate if the technology and market are aligned to maximize a return on investment that allows them to grow their business.

Adding audio to their current line card should be a great way to increase revenue per job and should allow them to grow their business with their existing clients. Our team can assist in those discussions and reflections; SIs should view AtlasIED as a resource that has been and continues to be immersed in the A/V market.

What would you like installing security contractors to know about commercial A/V solutions that may be useful to their understanding of the marketplace and stakeholders they are likely to interact with?

While audio technologies make be unique or may seem challenging for security dealers and integrators, good audio design and installation is something that can be learned, and the margins in audio can be very good.

The key is to pick a good audio solutions manufacturer that will be a partner. Many dealers I have spoken to have experimented with audio or have put it into a job here or there, but few have really tried to build a solid relationship with a manufacturer.

That relationship can ensure that you ask your customer stakeholders the right questions and then design the solution they need to solve their problem. Once you start this process into audio design and installation, you’ll never want to stop.

What other product and technology categories does AtlasIED specialize in that make a good fit security dealers and integrators?

AtlasIED offers everything audio from simple amplifiers and analog speakers, to IP endpoints that tie into network-based management systems. Our solutions can provide complete end-to-end systems — both analog and IP — that allow for full facility communication and notifications.

With 2,500+ products, AltasIED has become a comprehensive source of audio communications technology for the A/V industry. As a security integrator, we invite you to come to us with the vertical markets you address, and we’ll gladly show you what subset of these 2,500+ parts you should be focused on and how they’ll help solve your customers’ challenges.

Any other insights, advice or comments about the commercial audio solutions market?

My simple suggestion is to stick with the audio experts if you choose to add audio system design and installation to your business. We see many security companies adding audio and communications to their offering but in truth they don’t have the expertise, support staff or depth of product offering.

Be picky and do your homework — add a service solution and manufacturer partner that are going to help you grow your business.

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About the Author


Although Bosch’s name is quite familiar to those in the security industry, his previous experience has been in daily newspaper journalism. Prior to joining SECURITY SALES & INTEGRATION in 2006, he spent 15 years with the Los Angeles Times, where he performed a wide assortment of editorial responsibilities, including feature and metro department assignments as well as content producing for Bosch is a graduate of California State University, Fresno with a degree in Mass Communication & Journalism. In 2007, he successfully completed the National Burglar and Fire Alarm Association’s National Training School coursework to become a Certified Level I Alarm Technician.

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