Like most security experts, I always find myself checking out the different systems and installations when I am out and about – like when I recently stopped for lunch at a local restaurant in the Midwest. Typical alarm system, check; standalone cypher locks for access control, check; then, something caught my eye – a curious mix of professionally-installed commercial-grade cameras, combined with retail-grade consumer cameras. I thought it was strange that the well-known security system integrator on the door sign would sell and install a configuration like this, so, I asked about it.
The restaurant manager said he had the commercial video system installed for recording and forensic review of incidents. Later, the restaurant owner added the retail video system on his own because he wanted to access the video feed of his restaurant’s everyday operations remotely from his mobile device. The installed commercial surveillance system lacked an intuitive way to do it and felt too complicated. Rather than going back to the integrator, the owner simply installed the retail cameras himself.
This is a lose-lose situation – the restaurant owner introduced the complexity and the cost of an additional system on his own just for remote monitoring; and the integrator missed out on a great RMR opportunity because they were not top-of-mind for this customer’s future needs. What went wrong?
From my perspective, it comes down to a gap between perception and reality. The customer hired a company to install what he knows as a security system, and the integrator sold a video system that matched the customer’s perception and met his need. Both parties did their jobs, but also failed to learn more about each other’s business and figure out what future needs could be addressed. As a result, the customer was compelled to take matters into his own hands when he decided he needed remote monitoring.
Over time, the customer will likely add other products to manage more aspects of his business – such as heating and cooling, access control, etc. Like the average business owner, he probably does not expect them to be part of a modern business security platform, but they are. Installing a single system that adapts and grows with the evolving needs of a business beyond traditional security would have been the best solution; instead, the restaurant will likely get bogged down by a slew of different stand-alone devices and mobile apps.
This is an illustration of the challenges and opportunities that lie within the Small-Medium Business (SMB) vertical market segment. With nearly four of every five businesses in North America considered an SMB, it is a market chock-full of potential for security integrators.
If the idea of selling security to SMBs still makes you think of risky sales and piecing together a new solution for every job, it is time to take a fresh look. Modern business security technology enables the same efficient, volume-oriented growth that you may have experienced in your residential business.
Understanding the Market
SMB owners are busy people, usually wearing multiple hats and working with limited time, staff and budgets. Many are unaware of modern business security technology’s potential to enhance their business operations and may view a security system as another daily inconvenience to be worked around. This is your challenge – and your opportunity.
The diversity of companies that you will find in SMB is vast, so a good SMB sales strategy starts with knowing the market and potential customer targets. It is wise to identify and engage select businesses within the SMB vertical that are ripe for modern technology solutions. For example, businesses that have multiple locations and high employee turnover, such as quick-serve restaurants or retail chains, often have needs that align with your business. Other verticals with sensitive and/or high value assets, like law firms and accounting agencies, also may be ready to adopt modern business security technology.
If adding business RMR is new for you, keep a few things in mind as you position your business-specific solutions. Even though awareness of smart business solutions among SMB owners remains low, the expectation for simpler solutions and mobile access is growing. Tailor your messaging to address these needs. Also, security and video penetration for the SMB market tends to be much higher than residential. Use those aspects as your entry point and build from there.
In the SMB space, the old sales mantra of lose fast or win fast is extremely important. Unlike larger enterprise projects with 12- to 18-month sales cycles, you are more likely to experience 15- to 45-day sales cycles.
Help Customers Think Beyond Security
Once you have identified the business types to target, it is critical that your company offers the right mix of products, services and benefits to meet those customers’ needs.
First, business owners want to secure their establishments; in fact, the majority of SMBs rely on legacy alarm systems. But selling only to meet security or intrusion needs will limit your market and cause you to miss out on additional RMR opportunities, just like that restaurant’s security provider did.
Whether owners realize it now or not, most modern businesses require more than the intrusion protection provided by typical alarm systems. Professional service offices may need to protect sensitive information and server rooms as part of managing employee access. Retailers need insights on employee and visitor activity and can benefit greatly from heating and cooling savings. Remote management of thermostats is also important to the food and beverage industry, as is monitoring water use.
Any business owner with employees – especially across multiple locations – will benefit from remote access control in keeping track of who is coming and going. Electronic locks and card access virtually eliminate the problem of lost keys and the expense of a locksmith when it inevitably happens.
Since many SMB owners do not realize that they can have these solutions as part of a modern security solution from their integrator, the door is open to educate them on the possibilities.
Educate Your Customers
The Information Age has impacted all industries, security included. While business owners may still look to an integrator for security-specific and product-specific information, they will also go online to educate themselves. Connected customers will find it easy to discover standalone products they believe will help, often bypassing the experts as the appropriate resource to consult along the way. Typically, this results in purchasing equipment that is not properly suited for a business, falling for the device and its short-term capabilities while missing out on the long-term benefits of a better solution.
As the expert, integrators add value and earn customer loyalty by helping business owners understand the full breadth of benefits available to them through a professionally-delivered, modern security solution. Scalability, value-added services and around-the-clock customer support are just a few of the differentiators to focus on.
Do not fall into the trap of getting caught up in product features and specs. Business security is not a gadget industry, and overselling product features without discussing the benefits burdens customers with too much information and creates false perceptions. Avoid complexity and confusion; instead, drive home the value of what you and your security platform can deliver.
Platform-First Approach
If your sales approach focuses on the daily activities of the business owner and management staff, you are likely to be more successful. Ask questions to get a sense of their challenges, pain points and inefficiencies. Find out how they would like to manage access to secure doors, manage temperature settings during business hours, or confirm when someone opens and closes the business. Then show them how your solutions will address these details directly and let them see it in action. A demo of your interactive platform that features video, access control and energy management can help commercial customers visualize how it can fit into their business and improve the norm. Two-thirds of SMB owners say that mobile solutions are already changing how they work and collaborate, so showing them your own app can simplify the sales process for both rep and prospect.
Back at the restaurant, meanwhile, they are stuck with two separate systems to address a single challenge. Using a broader sales strategy would have helped their integrator avoid this situation and position themselves as the go-to for this customer’s future operational needs.
James Reno is Senior Director of Commercial sales at Alarm.com. Request more info about the company at www.securityinfowatch.com/10216128.
