How Participating in the SAMMY Awards Can Elevate Your Business

It’s been said that recognition is the most powerful of motivators. I believe this to be true. People crave praise and the feeling of being appreciated. Studies have stunned business owners and managers by showing that workers value positive feedback above and beyond anything else, including money.

For that reason and many others, back in 1994, SECURITY SALES & INTEGRATION launched the Sales & Marketing (SAMMY) Awards. The program — which recognizes and honors North American electronic security dealers/integrators who demonstrate exceptional expertise in their sales & marketing materials, business practices, and installations — has gained momentum each and every year.

The tradition continues April 1 when the 19th incarnation of the SAMMY Awards gala once again unfolds in Las Vegas as a prelude to ISC West. Also featuring the official SSI Industry Hall of Fame inductions, the early evening affair has become a focal point for leading security professionals to gather to honor and network with their colleagues. It’s an important event, productive, a load of fun … and, oh did I mention free to attend with all comers welcome?

But let’s not get ahead of ourselves; you’ve got plenty of time to make Vegas arrangements. Right now, the top priority is getting together the appropriate materials and submitting SAMMY entry forms. It’s FREE to participate, but the Dec. 18 deadline will be here before you know it. Everything you need can be found at This year’s “Best” categories are:

  • Installer of the Year, Large Company (150+ employees)
  • Installer of the Year, Small to Midsize Company (150 or fewer employees)
  • Integrated Installation of the Year
  • Overall Integrated Marketing Campaign
  • Community Outreach Program
  • Sales Brochure
  • Company Newsletter
  • Display Advertisement
  • Broadcast Advertisement
  • Promotional Giveaway Item
  • Social Media Campaign NEW!
  • Vehicle Graphics Design
  • Web Site Design

Winning a SAMMY is not only outstanding for company morale, it is also a fantastic sales and marketing tool in its own right. Of course, just being named as a finalist is nearly as sweet. A majestic SAMMY trophy prominently exhibited in an office serves as a powerful testimonial to potential customers of that company’s commitment to quality. And the exposure in SSI can be shown to prospects.

Here are eight quick tips for SAMMYs success:

  1. Are you qualified? — The SAMMYs are open to North American installing security companies, not manufacturers, distributors, etc. (but these firms can be sponsors)
  2. Don’t let deadline kill your chances — Procrastination is the enemy, get started on your entries today
  3. Canvas all the categories — There’s a lot to pick from; you can enter all, but only one entry per category
  4. Appeal to the judges — Review the applicable criteria as you put together your entry to ensure it addresses those factors
  5. Mind the rules — Check the fine print to ensure you send in what the category calls for
  6. Be user-friendly — Make sure it is easy for judges to access and evaluate your submission; and each entry requires its own packaging
  7. Go for ‘The Big One’ — If submitting more than a couple of categories, why not also enter Overall Integrated Marketing Program?
  8. Good form — Fill out entry forms completely, pay special attention to the reasons your entry should win that particular award; neatness counts, so seriously consider typing your entry; securely attach separate entry forms for each category

See you in Vegas. Good luck!

Scott Goldfine

If you enjoyed this article and want to receive more valuable industry content like this, click here to sign up for our FREE digital newsletters!

About the Author


Scott Goldfine is Editor-in-Chief and Associate Publisher of Security Sales & Integration. Well-versed in the technical and business aspects of electronic security (video surveillance, access control, systems integration, intrusion detection, fire/life safety), Goldfine is nationally recognized as an industry expert and speaker. Goldfine is involved in several security events and organizations, including the Electronic Security Association (ESA), Security Industry Association (SIA), Security Industry Alarm Coalition (SIAC), False Alarm Reduction Association (FARA), ASIS Int'l and more. Goldfine also serves on several boards, including the SIA Marketing Committee, CSAA Marketing and Communications Committee, PSA Cybersecurity Advisory Council and Robolliance. He is a certified alarm technician, former cable-TV tech, audio company entrepreneur, and lifelong electronics and computers enthusiast. Goldfine joined Security Sales & Integration in 1998.

Security Is Our Business, Too

For professionals who recommend, buy and install all types of electronic security equipment, a free subscription to Security Sales & Integration is like having a consultant on call. You’ll find an ideal balance of technology and business coverage, with installation tips and techniques for products and updates on how to add sales to your bottom line.

A free subscription to the #1 resource for the residential and commercial security industry will prove to be invaluable. Subscribe today!

Subscribe Today!

Get Our Newsletters