Guardian Protection Services‘ authorized dealers can expect to receive two days of training at the company’s headquarters in Warrendale as part of their process. A fully-staffed, internal training department teaches the curriculum, which has a two-pronged focus: administrative (e.g. electronic paperless contract management and funding), and technical (e.g. installation guidelines to comply with Guardian’s quality standards). The training is followed up by monthly and/or quarterly Webinar sessions, which focus on subjects such as home automation services.

Like other companies that operate a full-service authorized dealer program, Guardian conducts an extensive vetting process before bringing on a new member.

“Guardian looks for dealers who are already in business and have a proven track record. These dealers would share the same, long-term, unwavering commitment to building high quality accounts as Guardian,” explains Brian Helt, vice president of Guardian’s authorized dealer program. “Being responsive to customers’ needs is vital in keeping with Guardian’s standards. Some of the qualities associated with this business philosophy encompass the selection of creditworthy customers, consistently performing high quality installations, and being responsive to customer needs as they arise.”

Dynamark of Hagerstown, Md., describes itself as having a philosophical difference from all other dealer programs: “We are not a dealer program, we are a partner program,” so goes the marketing appeal. The gist here is the company can only succeed by nurturing long-term relationships with its network members.

“There has been a shift by traditional dealers who sell
their paper to have more controls and partnership with the program they choose. That is why we have chosen to develop a ‘partner program,'” says Hank Groff, senior vice president, sales & business development, Dynamark. “We encourage our partners to upsell to the customer, both equipment and monthly plans, manage the technical support and onsite service. We do not sell or install, so we do not compete against them.”

To be considered for the program, dealers must operate a brick-and-mortar office, already be selling systems in the alarm industry, plus maintain all necessary licensing and insurance. With the marketplace increasingly teeming with new entrants, traditional dealers must be experts in selling and marketing. It’s another reason why Dynamark encourages its partners to keep up an ongoing relationship with the customer.

“The future of alarm sales will be inbound Internet selling to the point where a customer may order everything without talking to a rep,” Groff says. “It’s important we ensure that our industry educates customers. An alarm system with three doors and a motion sensor is not going to protect hardly anyone, and it does a disservice to the customer.”

Groff foresees the security industry becoming like the cellphone industry. As vendors and service providers create more attractive features to use on a system, they will become more of a wanted product and not just a needed product. It’s important now more than ever for security providers to have continuing dialogue with customers to instill the sense they are getting the best solutions for their home and family.

“That is why we are a partner program, not a dealer program,” Groff says. “The best person to have that relationship is the dealer!”

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