10 Tips to Tip the IP Video Sales Scales
Learn 10 winning sales strategies to help convince analog video users to switch to IP video solutions.
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3. Build Your Case With Numbers: In the short term, analog DVRs might be seen as less expensive, but when a DVR fails, their only option will be to throw it out and buy a new one. On the basis of their specific requirements, consider crunching some concrete numbers that reflect the long-term cost savings of moving toward IP.
4. Propose a Growth Strategy: Use one of the biggest advantages of IP as a way to secure an extended contract. If the budget is tight, propose a phased upgrade strategy that will be more affordable for your customer at the onset and help them spread costs over time. This allows you to not only sell on the current opportunity, but also on capabilities that can be added later on.
5. Leverage Manufacturer Relationships and Resources: Having product experts in your own backyard to assist during initial customer meetings, help give demos or answer any technical questions from the IT department will help solidify your dealings with customers. Team efforts with manufacturers also help convey strong business alliance to end users, which could make them feel more comfortable with your proposed solutions or vendors.
6. Keep Learning and Training: When thinking about which solutions to recommend, think beyond the manufacturers’ sales team. You might feel very confident in the knowledge you have about a certain system or device, but IP technology is constantly changing. Being able to rely on a manufacturer’s support team, system design tools or calculators, or knowledge base articles will complement your ability to solve problems or answer questions.
7. Establish Credibility Among Consultants: The primary function of a consultant is to assist end users in outlining the specifications of their project and ensure it is completed as per the requirements. Although they remain unbiased, developing relationships with consultants can help integrators catch wind of any analog to IP upgrade opportunities. Having working relationships with these consultants also helps establish their confidence in your abilities if ever future bids are won in your favor.
8. Incentivize With Services: More than just selling the IP solution, consider offering a bundled package that includes operator training and a maintenance package. If the system users are new to IP, an informal training to get them up to speed on system functionality will help build their confidence in the new system. Also, providing a detailed maintenance and upgrade service plan will alleviate any concerns about the more technical side of an IP installation, especially if IT resources are not readily available.
9. Finding Your Allies: Depending on the project you are tackling, partnering with other systems integrators could work to your advantage. When undertaking a large project with multiple IP systems for example, finding experts with strengths in solutions such as perimeter fencing can complement your own expertise in IP video. After all, working together to win a piece of a large pie is better than not having any.
10. Educate, Educate, Educate: Lead generation is key; and for customers that are hesitant to move to IP security technology, so is education. Try hosting educational conferences to spread the benefits of IP technology, as well as the options available to customers. Attendants might not be ready to make the switch today, but when their DVR clunks out, or they realize their analog video was too grainy to solve a major instance of theft, they will likely turn to you for advice.
Stake Your Claim in the IP Market
As IP security technology continues to evolve, it is inevitable that options for more affordable and powerful security solutions will make their way on to the market.
In the process, analog security systems will slowly fade into the background. Although the benefits of IP security technology have already convinced many to make the move, opportunities still exist for IP security, even beyond the anticipated industry tipping point.
Applying creative sales strategies to educate, nurture and persuade those customers who have yet to see the value in IP will become pivotal in the capturing their business.
Erick Ceresato is Product Marketing Manager for Montreal-based Genetec. He can be contacted at [email protected].
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