Page 58 - Security Today, March/April 2024

Keeping the
Customer Happy
By Ralph C. Jensen
Let’s say you are going shop- ping. What two things are important to you, the customer? You have ques- tions, so you want to deal with the owner, and every business owner knows the importance of having a happy customer.
That is exactly the way Ron Broussard started his business Security Data Supply, and it worked so well that he wanted to expand, however, having an owner in ev- ery facility was not going to work since he could only be at one place at a time. Brous- sard was fully engaged in Mandeville, LA. Broussard is the president and CEO and knew if he had an owner at every store counter, expansion would work effectively.
Joining Broussard are two experienced security professionals in Chris Lamb, who is the CFO, and Mike Capulli, the COO. Security Data Supply has since ex- ploded across the Southeast United States and moving into the Southwestern states thanks to a creative plan to franchise each location and have an owner in the store.
“Our model provides local support and customer service with national pricing and availability,” Broussard said.
Each location is independently owned, and that person deals directly with the cor- porate offices in Covington, LA following specific regulated guidelines. Currently, there are 14 locations, with a planned growth of a minimum of three more com- ing online in 2024. They are always on the lookout for someone that would like to own their own business and have a sup- port network to drive success.
Last year, Security Data Supply added locations in Phoenix, Tulsa OK; and Nor- folk, VA. Expansion is planning for 2024 with three to five new franchises possible.
“Each location owner knows ahead of time what they are buying into,” Capulli said. “We currently work with more than 400 vendors. Our goal is to create a one stop shopping experience for our custom- ers. Our list of vendors is like a list of who’s who in the security manufacturing world.”
Ron Broussard
The franchises are set up to be active sales and training locations. Corporate han- dles the relationships with the vendors, so all purchases go through the main office. all the while bringing its dealers the best prices and support possible from the vendors. All marketing is handled by the corporate office so “we have continuity with our messaging to the industry. Vendors participate in the marketing, such as new product introduc- tion or sales etc. For instance, email blasts are routine in helping each location spark additional business,” Capulli said.
Franchise owners also have a protect- ed territory, and with the owner on site, is someone who has “skin in the game.” Capulli said that “depending upon the franchise location, products vary, product needs will vary by franchise, these needs are supported through our vendors.”
While Broussard had been managing a successful growing business, the fran- chises went up against Hurricane Katrina in 2005. With Security Data Supply be- ing a Southern Louisiana-based company, and having gone through this disaster, Ron learned a valuable lesson that our customers needed a constant supply chain to support the rebuilding efforts. So, when COVID-19 hit back in 2019. This is where
Mike Capulli
Broussard began to shine with multiple lo- cations to care for his foresight demanded that corporate add to inventory, so they could keep the supply chain full. This is one of those “just in case” moments.
“We saw the company flourish during this particular time,” Capulli said. “The company experienced a 30 percent growth during COVID. We flourished thanks to in- novative business acumen. We experienced better sales growth because of planning.”
Security Data Supply also has a lot of fun during the year, and they make it real by offering franchisee a chance to win a whopper of a prize. In 2023, up for grabs was a 2023 SeaDoo Switch. This year, Se- curity Data Supply is giving away a 2024 Chevrolet Corvette Stingray.
The Security Data Supply franchise model is unique. With an owner in each lo- cation, customers are provided quick deci- sion making to support their needs as well people who care about
their business as much as they do theirs.
Ralph C. Jensen is the publisher and editor-in- chief of Security Today magazine.
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