Today’s entry in the Best Advice Q&A series comes from Mike Burrell, president of ELK Products. He shares the best advice he’s ever heard, how he helps security industry newcomers and the person in the industry to whom he listens most.
Security Sales & Integration: What’s the best piece of advice you’ve ever received?
Mike Burrell: I’ve had the pleasure of working for two great entrepreneurs within our industry. Each of them influenced me in meaningful ways over the years. With very different leadership styles, the lessons I learned from both were equally valuable — but very different. There’s a piece of advice from each that has stayed with me throughout my career.
Early in my career, I was fortunate to be part of a remarkable success story. I worked for a security dealer that grew from fewer than a couple thousand customers to more than 150,000 in less than 10 years. This growth was driven by the focus and leadership of Ken Gill at CPI Security.
Ken built a strong team and set a clear standard for how the company would operate. His goal was to ensure CPI was the best at what we did and that we fully understood where we fit in the industry.
Being a young, ambitious team member, I was eager to impress and often suggested new business ideas. Ken would respond by saying, “Not all opportunities are good opportunities.”
What he meant was that success requires focus. Chasing every new idea that doesn’t align with the company’s goals only slows progress. It was his way of reminding me to stay in my lane and remain focused on what matters most. That advice has stayed with me ever since.
In 2010, I transitioned from being a dealer focused on installation and operations to working in distribution. This shift brought me into more of a sales role. While sales wasn’t completely unfamiliar, it was far from my comfort zone. The company I joined was owned and led by Wade Moose. Anyone who knows Wade knows he’s a wealth of knowledge, so choosing just one lesson from him isn’t easy — but one in particular stands out.
Noticing that I was struggling with how to approach a potential client, Wade asked if I’d ever heard of the “theory of no.” I told him I hadn’t. He explained, “Every question that isn’t asked already has the answer ‘no.’ So the worst answer you can get to a question you do ask is the answer you already have.”
That simple concept stuck with me. Hesitating to ask because you might hear “no” makes no sense; you’ve already got that answer if you don’t try.
It may seem simple, but that piece of advice has helped me tremendously throughout both my career and my personal life.
SSI: What advice would you give to those looking to achieve success in the security industry?
Burrell: Challenge yourself to gain knowledge and experience beyond your specific role. Seeing and understanding the bigger picture is what sets successful people apart. No matter what position you’re in, take the time to understand how the other pieces fit together.
Work toward becoming comfortable and confident in what you do — that comes with time, dedication, and the discipline to stay focused on your goals. Experience is priceless, so get all that you can.
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?
Burrell: If I had to point to one person you should always listen to, it would be your customer — especially the ones who are disappointed in your work. Their feedback can be uncomfortable at times, but it’s some of the most valuable insight you’ll ever receive.
An upset customer can teach you more about your product, your service and yourself than a hundred satisfied ones. When you truly listen, those moments can shape how you grow, lead and deliver better solutions in the future.
As leaders and professionals, we should never stop listening — whether it’s a mentor, a co-worker or a customer. Every conversation has the potential to leave a lasting impact. Sometimes the simplest comment can be the one that sticks with you and changes the way you lead for years to come.
Click here to check out the entire Best Advice series!
