Convergence Channel: Selling Technology as a Business Solution

Customers’ businesses and associated needs change quickly today. Therefore, the key to selling them advanced security solutions is fully grasping their unique qualities and leveraging technology to help them achieve their enterprise goals.

Consider this example: A customer who had purchased a high quality video system, initially for security surveillance in the shipping area to deter theft, ended up using the system to document “snapshots” of shrink-wrapped pallets shipped to meet buyer compliance requirements. Previously, they took a 35mm picture of every pallet, developed the film and stored it manually for future reference. Imagine how this might change the conversation with a prospect at the right time in the buying cycle.

 This, of course, means you better be agile and ready to shift gears. Your previous convergence customers can absolutely tune up your sales approach if you can wrap your head around the concept that business dialogue (your customer’s business) creates business value. Old school still works, you just have to adjust a bit.

Pros Bring Solutions to Life

Based on real customer application and experience, and regardless of how fast technology changes or the ease of gaining it, it still remains two-dimensional until a professional salesperson makes it three-dimensional. You probably remember the very first time you saw a 3-D movie, perhaps at a popular theme park. Do you remember how you reacted to that experience from an emotional standpoint? Visual depth is pretty exciting stuff. Why not look at your selling approach from a 3-D standpoint with more depth?

So imagine your sales process in 3-D because that is where we are today with convergence market selling challenges. The good news is that your best frame of reference for selling in 3-D isn’t that much of a stretch. In fact, it’s the information located in “that there smartphone” we were talking into at the airport — your existing customer business profile.

That’s right, existing customers. They are in need of new technology just like a new prospect, but a heck of a lot easier and faster to work with. Then add the 3-D to the technology application business value story. They already trust you, so enrich the relationship by keeping them informed and learning about their business challenges. They will provide the 3-D that all new prospects seek, as well as the value in a business relationship.

Paul Boucherle, Certified Protection Professional (CPP) and Certified Sherpa Coach (CSC), is principal of Canfield, Ohio-based Matterhorn Consulting. He has more than 30 years of diverse security and safety industry experience.


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About the Author


Paul C. Boucherle, Certified Protection Professional (CPP) and Certified Sherpa Coach (CSC), is Security Sales & Integration’s “Business Fitness” columnist. A principal of Matterhorn Consulting, he has more than 30 years of diverse security and safety industry experience including UL central station operations, risk-vulnerability assessments, strategic security program design and management of industry convergence challenges. Boucherle has successfully guided top-tier companies in achieving enhanced ROI resulting from improved sales and operational management techniques. He is a charismatic speaker and educator on a wide range of critical topics relating to the security industry of today and an accomplished corporate strategist and marketer whose vision and expertise in business performance have driven notable enterprise growth in the security industry sector.

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