Consider as an example, Las Vegas’ American Video and Security. To differentiate itself, increase RMR and grow its enterprise value, a few years ago company management decided to include interactive services with every intrusion panel. In addition, the company increased the monthly services fee by 20%. The result has been an attach rate of 97% for interactive services.

Setting Sales Force Up for Success
When you understand the market segment, the operational component and the pricing you need, can you then make a viable sales plan for SecaaS. Often, traditional security salespeople initially may not be the right fit for selling these new services. Consider hiring dedicated people with B2B selling experience in services such as pest control or heath club memberships. Look for salespeople who thrive selling service revenue as opposed to installation revenue.

One important component of a solid go-to-market strategy is to review your sales commission plans, adjusting them to emphasize recurring service revenue. Think about shifting away from a salary-based system to a bonus-based culture.

Another important component in the selling process is to create well thoughtout sales presentations for your services- focused RMR sales team. This planned sales presentation must include a needs assessment (specific problems can be solved with specific solutions) and product demonstration. With today’s tech-savvy prospects, they need to touch and experience your company’s next-gen security services.

Having a video test site toolbox enables your sales staff to enhance the selling experience and allows the prospect to “road test” the product or service. Also by capturing certain data, like the upload speed of the network or the available open ports, it will help the operations team coordinate the right resources for the installation. Adapting good sales processes is an important part of being successful with SecaaS.

Completing the Transition
Is installing SecaaS equipment more or less complicated than with traditional systems? Not really, but it is different enough to require specific training to achieve the planned creation costs. Ensure that your technicians are well trained, otherwise installation creep will ruin your creation costs.

Monitoring these services creates new opportunities for recurring revenue, but it needs strong operational procedures to ensure consist
ent monitoring and service. The security industry is operationally very strong when it comes to monitoring for safety and security. Years of extensive experience and participation in creating ordinances, standards and best practices allows the industry to work closely with local law enforcement and AHJs.

“Security as a service has created opportunity for security companies to differentiate themselves in the industry based on video and audio technologies that can verify or confirm threatening activity at protected premises,” says Stanley Security Vice President of Customer Service Steve Walker, who also serves as president of the Partnership for Priority Video Alarm Response (PPVAR). “An increasing number of law enforcement leaders are engaged in discussions with the alarm industry about how to best prioritize the use of their own resources in responding to alarm dis-patches based on these technologies. Priority response from law enforcement is a significant, quantifiable differentiator for both the alarm industry and the end user.”

Hosted and cloud-based services can only enhance the tradition of safety and security, and create value too. Companies need to decide how they are going to take on the challenge of these fundamental changes to the traditional security industry. There is an amazing opportunity to grow and prosper, and to keep clients safe and secure.

Larry Folsom is President of I-View Now.

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