A psychologist might conclude that many alarm company owners are “in denial.”
Why? That is the most logical explanation as to why more dealers don’t take the time to garner the skills and knowledge necessary to survive in today’s mass-market sales environment. Many dealers must be “in denial” about how this education will improve their businesses.

Adhering to the theme “Education is the tool of the smart business owner,” Security Sales and the National Burglar and Fire Alarm Association (NBFAA) of Alexandria, Va., have joined forces as sponsors of the new Electronic Systems Institute (ESI) at the International Security Conference (ISC) and Exposition. Among numerous other topics, ESI sessions will expose secrets to finding employees, how to evaluate dealer programs, how to avoid false alarms and lawsuits, and ways to manage sales and installation departments.

The first installment of ESI will take place at the ISC Expo/New York at the Jacob Javits Convention Center in New York Aug. 28-31. The sessions will consist of concurrent educational seminars covering a wide range of topics, such as technology, management, marketing, future trends, standards and regulations.

“Security Sales is excited to be part of ESI, which will bring cutting-edge training and information to alarm dealers who attend the ISC Expos,” says Jason Knott, publisher of Security Sales.

“NBFAA is pleased to have the support of Security Sales in coordinating, delivering and publicizing what we are sure will be the industry’s premier educational event,” says Brad Shipp, executive director of NBFAA. “The combined expertise of NBFAA and Security Sales will ensure that current and useful information is available to all who attend.”

Special workshops will be held on Monday, Aug. 28, and a full slate of CEU-accredited seminars will take place on Aug. 29-30. Sessions cover such key topics as:

– Are Dealer Programs Right for You?

– How to Legally Avoid False Alarm Fines

– Benchmarking Your Marketing for Success

– 10 Ways to Avoid a Lawsuit

– Solving the Labor Shortage: Secrets to Finding Employees

– Understanding the Implications of DSL on Your Customers

– Residential Fire System Design and Sales

– Options in Employee Screening – Credit, Background and Drugs

– High-End Sales in the Mass Market

For the full slate of sessions, see the conference program agenda starting on page 77 of the July Security Sales.

Cox, Michel Headline Keynote Address

To kick off the ESI program in New York, the presidents of two of the largest companies in the industry will participate in a panel discussion on the state of the alarm industry in 2005.

Many industry analysts believe the low-end residential market is fast reaching a saturation point. Will there still be a critical mass of potential middle-class buyers of security systems left in five years? Will the Regional Bell Operating Companies, mass marketers and utilities dominate the market or be ready to exit the market in 2005?
The answers to those burning questions and many more will be posed to two industry giants: Neil Cox, president of SecurityLink from Ameritech in Oakbrook Terrace, Ill., and Peter A. Michel, president and CEO of Brink’s Home Security in Irving, Texas.

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