Page 63 - Security Today, September 2017

Dealer Strategies
Selling security entrances provides the opportunity for integrators to build a strong relationship with customers and produce additional new revenue in the future. By asking the right questions and under- standing exactly the solution required, account managers can poten- tially sell hundreds of thousands of dollars in product to a single, ex- isting client by leveraging their current “trusted advisor” relationship.
BECOME A VALUED “TAILGATING PROBLEM SOLVER” FOR YOUR CUSTOMERS
One of the biggest obstacles we see today is that most integrators aren’t familiar enough about security entrances and the positive im- pact they can provide to the customer. Hence, they are unable to ask the right questions to power good, meaningful discussions. The best sales process for the integrator begins by first gaining a solid under- standing about the different types of security entrances and their ef- fectiveness related to tailgating mitigation. The significant difference in performance is measured in terms of tailgating prevention, upfront costs, annual expenditures, managing throughput, available metrics, guard force reduction, ROI and other important factors.
Once you’re acquainted with the impacts of the different types of security entrances, you can effectively identify the end user’s pain points rather than bringing a preconceived notion of what they might need. Even when end users know they need some type of security entrance, they may not be familiar with the different types of prod- ucts available, and they won’t accurately communicate their needs. Everyone uses the word “turnstile,” but turnstile means many differ- ent things—that’s where you come in.
Asking the right questions can “disrupt” all assumptions and get the customer thinking about what they truly want to accomplish. These questions enable you and your sales force to find the best solu- tion for the customer and, in the end, maximize your revenues.
After accomplishing a thorough discovery, account managers should get a clearer picture of the end user’s application by asking for a walk- through at the project site. Think of this as an opportunity to see and evaluate what type of security is currently at each entrance. Is it manned by a security guard or is there a card reader? Are they trying to measure tailgating occurrences? Do they currently have a security entrance? How is it performing alongside any needed staff and technology in terms of reducing risk of penetration? These are all crucial questions to ask that help you form a recommendation that results in the right solution for the end user.
HOW SECURITY ENTRANCES
FIT YOUR PROFIT MODEL
What might such a recommendation look like? You begin by inte- grating the access control system with five or six optical turnstiles to provide a physical barrier at a manned entrance. Perhaps you dis- cover there is a data center or sensitive area that only a few people need access to and it currently has only a swinging door—you recom- mend an unmanned security mantrap portal to prevent any chance of tailgating. Another possibility could be employee parking garages leading directly into side entrances of buildings where several secu- rity revolving doors can take the place of security guards.
If your account representative were to successfully make the en- tire sale described above, it would result in a minimum of $400,000 in revenue. When you consider how many surveillance cameras you need to sell to match that amount, security entrances are certainly worth considering, especially given their potential in long-term ROI for the end user, deepening your end user relationships, and gaining future business.
We typically see end users increasing the number of entrances they purchase as their security needs change and grow. There are several reasons for this, but usually the customer will bring up new security pain points they have at other buildings once they see how their first security entrance project is functioning. This creates an op- portunity to show them how they can secure other locations, which can lead to multiple sales over many years.
By establishing solid, pro-active relationships with new and exist- ing customers, integrators have enormous upsell potential to increase revenue without the need to expand to new prospects. A key deci- sion remains before getting into this business: do you rely on the manufacturer to provide installation and service on the products, or invest in technical training and get your own staff certified to grow the business? Both methods can be successful strategies provided you partner with an innovative, proactive manufacturer that can provide a true partnership for your future growth.
For all the reasons stated above, integrating security entrances into your business model will help you more easily meet your sales targets, while building additional trust relationships, keeping your customers happy, and increasing your profit margins.
Greg Schreiber is the senior vice president of sales at Boon Edam Inc. WWW.SECURITYTODAY.COM DS15