This article originally appeared in the May 2020 issue of Security Business magazine. When sharing, don’t forget to mention @SecBusinessMag!
A few short months ago, most of us did not foresee the sweeping changes coming our way. The unimaginable disruption that our global economy is experiencing has impacted our businesses and personal lives.
The way we work, communicate, and interact with our family, friends and colleagues has changed dramatically since the beginning of this year; however, many businesses in our industry were prepared and had systems/process in place to respond immediately and are weathering the storm. The businesses more prepared before the pandemic will likely come out of this even stronger than they were before.
While the title of this article is a bit tongue and cheek, the message is important – we cannot panic, and we must take the necessary actions to protect ourselves, our businesses, employees and customers. Our industry is essential, and we must continue to manage through the crisis. We will come out on the other side of this and if we are strategic and make smart decisions today to position our businesses to capture market share once the recovery begins, we will come out even stronger.
But even if your business was not prepared initially, you can make changes today that will put your organization in a strong position for the future.
Case in Point: E.R.S. Security
I spoke with David Chao, President of El Monte, Calif.-based E.R.S. Security Alarm Systems Inc., about what ERS is doing differently that is enabling his business to thrive during this pandemic.
“During the pandemic, we try our best to be responsive to customers’ requests and needs, and we have kept all of our employees on full time, which has enabled us to provide immediate support to customers,” Chao says. “Meanwhile, we are concerned about the safety of our employees and are making sure they are properly protected. We are providing face masks, gloves and sanitizing supplies for all our employees.”
I then asked him what he would recommend that other businesses do to “pandemic-proof” for the future: “We have been able to approach some new clients that never needed a burglary alarm system before because they normally operate 24/7 – such as 7-Eleven and food marts at gas stations,” Chao says. “In order to be pandemic-proof, businesses can study how consumers’ behavior changes under unusual circumstances, and then adjust marketing strategies or launch new products to attract consumers.”
When asked to give advice for other security business owners, Chao says: “First, every business should prepare an emergency plan and get ready for another pandemic or other outbreaks before the wave comes. Business owners should also stock enough medical supplies and necessities to protect their employees. Second, adaptability is extremely important during a pandemic. When the external environment has been changed, we need to make changes correspondingly because the fittest will survive. Third, I believe that predicament not only brings about challenges but also opportunities. Therefore, we all should stay positive and work together to make it through.”
Central Station Monitoring Adjustments at GMS
We can all learn from the insightful information around marketing strategy, emergency planning and prioritizing customer needs as it relates to operating a security integration business; however, perhaps equally important is what it takes to manage an emergency response center during this unprecedented time.
“We take pride in operating an emergency response center that plays a critical role in protecting life and property,” says Jessica Lambert, Central Station Manager at California-based General Monitoring Services. “We have been reminded throughout this pandemic that life is precious and kindness can change the world. We are standing strong and we are here for our customers.”
Lambert continues: “As our Central Station Manager, it is my job to ensure we are meeting our service level goals and our operations are running smoothly. When the world is flipped upside down, we must focus on getting our job done and supporting our teams to do the same. I have made it my mission to stay updated on current issues surrounding COVID-19 in an effort to be prepared for what’s coming next by routinely watching the daily news and any updates provided by government officials.”
Lambert adds that she has called a local health agency to ask general questions that ultimately would have an effect on business operations. “I knew questions and concerns from my staff would be coming,” she says. “I made it my homework assignment each day to keep up with the evolving situation.”
GMS has made it a priority to implement necessary and recommended changes to tackle issues stemming from this crisis. These include no longer sharing supplies or equipment, team members wearing gloves, cleaning workstations frequently, spacing staff out to meet social distancing recommendations, encouraging staff to frequently wash hands, limiting people in common areas like break rooms, etc. Beyond those changes, the leadership team meets regularly to share information and adapt as necessary and stay on top of issues as they arise.
“I think the most important factor in managing through this uncertain time is open communication with my leadership and my team,” Lambert says. “Staying updated with the current news and data allowed me to have the proper discussions with my team and have immediate answers for them. In most cases, I proactively updated my staff, which has helped to limit their overall concerns and anxiety. It also showed my team that we were taking this situation very seriously and had their best interest at heart. We are also addressing all concerns immediately, so they don’t become bigger issues or cause unnecessary confusion or stress.”
Lambert’s leadership and proactiveness has set a great example for her team and resulted in a highly functioning central station despite the intense chaos and global business disruption.
Leverage All Resources
Security and monitoring businesses should all tap into industry resources. I would recommend participation in industry meetings and training provided by the Electronic Security Association (ESA) and The Monitoring Association (TMA), as well as your local associations.
Many of these sessions are open to both members and non-members, and it will give you a chance to participate in open discussions, learn best practices, and solve common challenges that our fellow industry professionals are facing.
Economists and business experts are bullish on the pent-up demand that we should see once the world opens for business again. Take steps, like aggressively protecting your cash flow now, to ensure you will be ready to respond when the opportunities present themselves.
Many businesses are leveraging their strong banking relationships to ensure loan applications are approved swiftly. We all know about the federal stimulus package that was passed and the forgivable loans that have been made available – be sure to take advantage of these cash-saving tactics and do not delay. As of this writing the SBA has suspended applications for the Paycheck Protection Program, but you should still work with the bank you already have a relationship with vs. finding a new one – as it is likely programs like these will be funded again.
Leadership confidence in this incredibly uncertain time is critical to keep your business on track and your team motivated to capture market share when recovery begins. We all need to be prudent and decisive in the management of our businesses. Action is better than stagnation during this time. If you went too far and cut something that you did not need to you can always roll it back, but if you do not take action quickly enough you may find yourself in a worse position. We will get through this and we will learn lots of valuable lessons along the way.
Robert Few is Managing Partner of The Connection Xchange (TCX), where he works with top security and integration companies as well as MSOs, ISPs and other non-traditional companies looking to enter the connected home and security markets. He is also President of General Monitoring Services. Contact him at (201) 838-0091, [email protected] or visit www.securityinfowatch.com/21111763 to request more info.
