How Bates Security Continues to Rate So Great

Providing excellent and memorable service to customers led to Bates Security being named runner-up for SSI‘s 2015 Installer of the Year program.

A winner in this category in 2012, Lexington, Ky.-based Bates Security committed itself to providing excellent and memorable service to customers throughout 2014. Doing so kept attrition down and increased sales and productivity too, as the number of accounts topped 6,000.

The firm hired an operations manager to oversee and blend Bates’ Customer Service Center (CSC), and service and installation departments. This enabled members of the firm’s 50+ workforce to coordinate efforts and resources to better handle problematic installations, service issues and customer concerns. The CSC aids customer retention through remote training, making data changes, following up after true alarms, testing equipment and more.

RELATED: Best of the Best: A Bates With Destiny

“Organization by departments on daily tasks is very important for each of our team members to handle the responsibilities they are held accountable for,” says General Manager Jeremy Bates. “That said, we try not to micromanage our team and instead, provide adequate training and encouragement so our team understands the importance of their position.”

On the marketing front, the company promoted itself as locally owned and operated. All sales collateral, including digital and social media images, were rebranded, and TV commercials featured the same “Local Matters” theme. Online, Bates redesigned its Web site with a more responsive and mobile device-friendly design. The company invested in pay-per-click and retargeting ads via Google, and prerolls and display ads on local news sites – resulting in more traffic and leads.

RELATED: How Diebold Won SSI‘s Installer of the Year Award

During the year, Bates Security was also a part of several community events, including YMCA’s Lexington Swims event and the ALS Ice Bucket Challenge. Within the security industry, Jeremy Bates serves as president of the Sonitrol National Dealer’s Association, and he and brother Bryan, Bates’ sales manager, often speak at conferences.

“Bates Security, to me, feels like a warm and welcome place for its employees,” says Marketing Coordinator Crystal Newton. “This year, for the first time, the company has offered all employees a free wellness program. There are so many wonderful ways we are kept motivated and made to feel appreciated.”

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