Our Best Advice Q&A series keeps rolling with Jacques Vaarre, vice president of commercial operations for Door Controls USA. He reveals the best advice he’s ever heard, offers pointers for young security industry professionals and singles out the voice to whom he always listens.
Security Sales & Integration: What’s the best piece of advice you’ve ever received?
Jacques Vaarre: One of the best pieces of advice I’ve ever received was to listen more than you speak. Over time, I’ve learned that the most effective leaders and professionals are often the ones who take the time to fully understand a conversation before responding.
I try to focus on identifying the key points in any discussion and ensuring that, by the end of a meeting or interaction, I’ve provided meaningful value to the people involved. In today’s business environment, there is no shortage of opinions, advice or information—whether it’s requested or not.
However, simply listening, processing information carefully and understanding the broader context often provides deeper insight into both the conversation and the situation itself.
That approach allows you to respond with a clearer perspective, make better decisions and avoid reacting emotionally in the moment. Especially in the security and life safety industries, where relationships, trust and critical decision-making matter, thoughtful communication can be just as important as technical expertise.
SSI: What advice would you give to those looking to achieve success in the security industry?
Vaarre: I have spent most of my adult career in the security and automation industry, and in my experience, success in this business still comes down to service, trust and solving real-world problems for your customers.
I strongly believe in selling through education and support. We operate in a highly competitive environment where customers have many choices. While price and warranty are important considerations, they are rarely the only factors driving long-term customer relationships.
At the end of the day, most customers are looking for reliable, problem-free solutions backed by a supplier who stands behind both their products and their customers.
One of the most important things anyone entering this industry can do is spend time understanding the pain points their customers face every day. If you can position yourself as the best solution to those challenges—not just the lowest-cost option—you will build stronger and longer-lasting relationships.
Many customers are willing to invest in products and partners they trust, especially if they have previously experienced the consequences of choosing cheaper alternatives that failed to deliver.
No company, product or individual is perfect. Problems will happen. What ultimately defines success in this industry is who shows up, takes ownership and supports the customer when challenges arise. That commitment to service and accountability is what builds reputations, partnerships and long-term success.
SSI: If you could point to one person in the security industry and tell up-and-comers, “Make sure to listen to what they have to say,” whom would you pick and why?
Vaarre: I’ve been fortunate to have several mentors throughout my career in both the security and automation industries and one of the biggest lessons I’ve learned is not to limit yourself to a single voice or perspective.
My advice to anyone entering the industry is to listen to experience but also pay attention to what resonates with your own core values and professional philosophy. Following the guidance of only one individual can sometimes create a limited view of the industry, customer needs, emerging technologies and future opportunities.
Even today, I still consider myself to be learning. Some of the people I gain valuable insight from are younger or less seasoned than I am, but they often bring fresh perspectives on business, technology, leadership and opportunity. Experience matters but so does the ability to remain open-minded and adaptable.
There’s a saying that what we know is based on what we have learned up to a specific point in time. Industries evolve, technologies change and customer expectations continue to shift. The people who continue to grow are the ones who maintain a willingness to learn from everyone around them.
If you approach your career with curiosity, humility and a willingness to listen, you develop into a stronger critical thinker with a more optimistic and forward-looking perspective on both the industry and the opportunities ahead.
Click here to check out all entries in SSI’s Best Advice series!
