Page 42 - Security Today, May/June 2024

Prioritizing Strong Relationships By Lester LaPierre
The commercial door security solutions business continues to be healthy for locksmith and systems integrator dealers thanks to strong aftermarket activity. Since they are a primary resource for sell- ing and installing products, end-users who partner with them gain the benefits of strong dealer relationships with manufacturers and their authorized distribution channels.
For retrofit projects that becomes invaluable, providing a streamlined way to place and receive quick-turnaround orders for hardware and electronic access control (EAC) products.
Dealers also look to manufacturers to offer expert training, techni- cal and sales assistance that can help them and their end-user custom- ers select the appropriate solutions and ensure proper installation. In turn, of course, manufacturers depend on dealers and other resellers as extensions of their sales and customer relationship teams as they mutually build on their successes and business growth opportunities.
THE EVOLVING LANDSCAPE
It is still common for many locksmith and systems integrator dealers to have distinct specialties and operations, but many are now offering hybrid services. Due to greater demand for integrat- ing locksets with electric hardware and access control electronics, the line between Division 8 and Division 28 specialists is blur- ring. Subsequently, some companies are combining expertise and operations to provide a more holistic approach to help streamline coordination, installation and accountability.
There are large-scale commercial door entry system compa- nies that provide an even broader range of services. Depending on a region or branch, some offer turnkey solutions including consulting services, general contractor bidding support, pre- installation of electrified and mechanical door hardware, digital access solutions, video surveillance, and more. As manufacturer authorized channel partners, they also serve as contract hardware distributors to fulfill specifications for new construction.
DISTRIBUTION, THE SUPPLY CHAIN AND SUPPORT
Manufacturers do not sell and ship directly to locksmiths, integra- tors and end users. It is not practical or efficient to do so. Instead, they partner with authorized wholesale and electronic hardware dis- tributors who keep plenty of brands and products in stock locally and have well-established relationships with dealers. This provides a more expeditious and cost-conscious route for placing orders and receiving deliveries – often within 24 hours or just a few days.
Along with the advantageous convenience and efficiency of distribution channels, locksmith and systems integrator compa- nies count on manufacturer representatives to keep them up to date on new innovations, improvements and capabilities.
In addition, representatives are frequently asked to participate in sales calls (either remotely or in person) to educate end-user customers about the benefits and value of potential products and solutions. They also often conduct demonstrations and assist with specifications, proposals, and quotes. Manufacturers also provide marketing materials and resources to help with the sales process.
Reliable, knowledgeable tech support is a huge, must-have, on- going expectation, especially given the intricacies of some EAC solutions. Having an accessible expert technical resource that locksmiths and integrators can reach out to is essential. Many manufacturers have individual support teams focused on me- chanical, electrical-mechanical, digital access control, and even decorative hardware. Those that earn a solid reputation for hav- ing the most responsive teams go to the top of the list.
How well a manufacturer and its distribution partners re- spond to supply chain issues is also a key expectation. Shortfalls became a major challenge for many companies during the pan- demic. Opening solutions manufacturers and intuitive channel partners that had foresight and sharp problem-solving capabili- ties weathered the storm well. When it comes to product availabil- ity, transparency and a proactive, positive approach to resolving issues can go a long way in maintaining confidence in the brand.
MANUFACTURER TRAINING RESOURCES
What a manufacturer offers locksmiths and systems integrators in the way of product and installation training is also invaluable. Some offer extensive eLearning and in-person/instructor-led training courses as well as mobile training units that conduct ses- sions in various regions or at customer locations.
Certification as an Authorized Channel Partner is required for distributors, locksmiths and systems integrators wanting to re- sell a manufacturer’s products. This program ensures participants are specially trained on product applications, functionality, sales, pricing and coordination with other certified channel partners.
Certified Integrator programs make sure systems integrators are experts at selling, installing, supporting and commissioning a manufacturer’s intelligent solutions. Training includes software setup, troubleshooting technical issues, and collaboration with other certified integrators and partners.
Because many door security projects are large and involve thousands of locks, EAC and other door hardware components that need to be installed within compressed times, there is often a call for extra help. One manufacturer offers installation services through their Preferred Installer program, which gives integra- tors the flexibility to outsource skills to ramp up productivity and ensure installation quality.
Career path programs are popular among locksmiths and integrators, especially for onboarding new hires and developing new skills for established employees. Professional development is offered by a manufacturer to help companies boost sales, com- munication and people skills and grow their businesses.
An interesting twist to manufacturer training and collabora- tion is functional field testing of new products
and solutions where security professionals are
enlisted to put an innovation through its instal-
lation and performance paces.
Lester LaPierre is the director of business development, Electronic Access Control, ASSA ABLOY Door Security Solutions.
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