It’s not about being able to show off. It’s not getting recognized for your ingenuity. It’s not the opportunity to network with other industry professionals. It’s not how great it is for business. It’s not even the fun and thrill of being declared a winner. It’s not any of these things, even though all of them are indeed tremendous benefits of Security Sales & Integration‘s Sales and Marketing (SAMMYs) Awards. No, the program’s most important attribute is elevating the entire electronic security industry’s level of professionalism.

While it’s true that just a few installing companies account for about half of the total revenue pie, this industry continues to be comprised mostly of small operators. In fact, data collected from SSI‘s annual Dealer Survey shows the median number of total employees is only 11. Most of these folks don’t have the time or inclination to develop creative, polished marketing materials.

That’s where the SAMMYs really deliver. As the only program of its kind, the SAMMYs showcase the most effective and unique marketing pieces our industry has to offer, as well as the most skillful integrated installations. Categories include Best Web site, Yellow-Page Ad, Residential and Commercial Sales Brochures, Direct-Mail Piece, Promotional Item, Newsletter, TV/Radio Ad, Logo/Vehicle Design and Business Card.

Featuring these entries at the awards reception and ceremony in Las Vegas – as part of ISC West week – and in special presentations, such as a recent one at the National Alarm Monitoring Symposium & Exhibition (NAMTSE) in Memphis, Tenn., as well as detailing them in our magazine and on our Web site, allow thousands of security companies the opportunity to learn from the best.

This has a huge impact. Not only do these companies get ideas from their peers, they also strive to be better than the next guy. This instills an atmosphere of friendly competition and forces everyone to push themselves to the next level.

In other words, the SAMMYs foster an industry-wide push toward sales and marketing excellence. At the very least, the program indirectly affects all operators because it enhances the public’s perception of the electronic security industry.

That’s why every company – not just the winners and finalists – that participated in the 2004 SAMMYs should feel extremely proud. By putting aside a little time to submit a free entry form, they pitched in to help bolster the industry’s stature. I know I am certainly proud of them, as I am of our entire SAMMYs program, which, now in its 10th year, has become an industry institution.

I urge you to support the generous suppliers that support you by sponsoring the various SAMMY categories. They help make the program possible by demonstrably showing their interest in the well being of your business and the industry at large. These companies don’t just foot the bill; they actively participate in the actual awards ceremony because they truly care.

Be on the lookout for case studies of the Best Integrated Commercial/Industrial and Residential Installations of the Year in our July issue. In addition, plans are in the works for a special extension of our Web site that will be solely dedicated to all things SAMMY. This program and event keep growing, so be sure to be a part of it in 2005. The entry deadline is Dec. 31.

The SAMMYs are great for you, great for business and great for the industry. For more information, visit the SAMMYs page here.

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