Page 67 - Security Today, March 2017

Dealer Strategies
These systems were sold on-line or in box stores and created consider- able competition for the professional security dealer/ installer.
SALES CHANNEL EVOLUTION
With the adage “if you can’t beat them, join them,” in mind, a unique sales channel was introduced to the marketplace in the spring of 2016. Launching under the brand name of Security Dealer Network (SDN), the new business venture offers alarm dealers the opportunity to become part of their sales network and receive recurring monthly income by offering DragonFly Security System DIY video surveil- lance and monitoring services to customers. There are no start-up or recurring costs associated with joining SDN’s dealer network, making this a no risk proposition for alarm dealers to expand their business models and revenue potential. End-users make all purchas- es and monitoring arrangements via a powerful on-line ecommerce platform, and dealers have no direct interaction with customers other than to drive them to the site.
Dealers are provided with individual websites which are built, branded and targeted to consumers with DragonFly Security Sys- tem’s extensive marketing and messaging. Using SDN’s e-commerce platform, consumers purchase video surveillance products directly through the website. Orders are shipped for free directly to the con- sumer and SDN provides the central station monitoring. Dealers pro- mote the product to their communities and receive RMR generated by the consumers’ monthly monitoring fees.
The company’s web site features a state of the art responsive de-
sign that makes it easy for alarm dealers to learn about and sign up. The site walks prospective dealers through the product lineup and answers questions about how the program works, plus it features short videos that talk about DIY video surveillance and monitoring in an informative and engaging way.
For consumers, DragonFly Security System is equally simple. Cameras are wireless and battery-operated and can be placed virtu- ally anywhere inside or outside quickly and easily. Several different systems and monitoring plans are available to suit users’ budgets and needs. The system can be viewed and multiple actions including po- lice dispatch can be taken through the DragonFly Security System smart phone app.
This type of service offers something the consumer systems do not—central station monitoring—which is a tremendous advantage over systems like Nest. With DragonFly Security System, not only can they view cameras at their homes and businesses through a smart- phone app, they can also have the confidence of knowing that their cameras can be monitored by security professionals if they chose the enhanced monitoring plan.
The evolved go-to-market strategy covers products and services and is easy for partners and end users to understand, use and elicit value. Choices are available for both partners and end users further adding to the benefits of this new sales channel. In the end, the indus- try as a whole benefits.
Bart Didden is the president of Security Dealer Network.
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