Security Sales & Integration

September2013

SSI serves security installing contractors providing systems and services; surveillance, access control, biometrics, fire alarm and home control/automation. Coverage in commercial and residential product applications, designs, techniques, operations.

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6 operational. Tis is especially true in an What steps can help you structure your opportunity that is hard specifed by a convergence go / no-go processes? customer or consultant. Te First and foremost you need to redefne question becomes, will what verticals you are pursuing, what the customer receive the size projects, and are they or are benefts expected and they not network centric? Ensure will they be referenced in everyone in your company is aware the future? Your reputation of the direction you are leading and company's brand is the company. Never assume A company's sales effciency factor is often measured by what projects they choose to pursue and which ones they run away from. they know because often they at stake, especially in a converged market. Consider Integrators need to make sure they are making apples-to-apples may not. Change is scary, comparisons and decisions. the strategy of ofering a so clarify. Every 1,000-mile second solution that may be journey starts with the frst step. more appropriate, and saves time and money. I have seen Begin the discussion on how your team decides to pursue more than a few projects get awarded to a solution that met or reject projects from a rational point of view. Brainstorm the functional specifcation but with a diferent product a discussion about best and worst projects. Learn from approach. mistakes and move forward. 4 What are the expanded customer expectations and responsibilities that converged solutions bring to growing this market? In my experience, taking the time to understand what an IT department will really need is paramount to growing this segment of your business. Te statement of don't judge a company when things are going well, but when things go wrong, applies strongly to this market segment. More cooks in your systems integration project kitchen means anticipating what will you and how will you respond to future system support issues. Understand, you may have two or more customers in a convergence solution. 5 Your business model may need some realignment to play in this market since traditional revenue models can be outdated. Your customer may need you to be flexible on how you service and support a network-centric solution. Traditional thinking would include total "ownership" of a system, including parts, service smarts and not having someone touch your system for warranty reasons. Customers in this market may view this model very differently. This can dramatically change the fundamental reason you chose to accept the project in the first place. If you choose a project with a low front end margin, expecting to make up margins on the back end add-ons, you may have a rude awakening. Te key to making the right go / no-go decision is based on recognizing how this new customer paradigm works. It's about having a customer-centric focus. Converged systems require rethinking how the customer will derive value from the relationship with your company. Product- and labor-driven revenues will shift to service-based revenues. How well you can apply and service technology will often determine your future proftability. Remember innovation and execution will enable the business results technology was trying to solve. 7 Understand the role your company will play and what customer expectations are, aside from technical performance that will satisfy long-term sustainability of a project. Ten make sure the end users' stakeholders clearly understand how you will make their lives easier if selected. Understanding the role that the customer's IT department will play in the long-term delivery of business value is crucial in determining customers and projects you may choose to pursue. IT departments can make or break business opportunities in the convergence market. IT department needs change based on their workload. Projects that bring physical security into their world must clearly communicate an understanding of their workfow processes, resources and long-term goals to gain their support. While not intuitive to systems integrators who are typically oriented to install, adjust, and handle acceptance and training of the system, many struggle with understanding the expectations of IT stakeholders. ARE YOU A GREAT SECURITY PLAYER? Crafting a stronger go / no-go process should involve the entire team, but differently than you have done in the past. It's about perspective. Sales often drive project opportunities based on their role of driving revenue, while technical teams act as the buffer between enthusiasm and realities of delivering technology-based on their comfort/experience levels. Owners and managers balance the risk vs. reward of a project. Wayne Gretsky once said, "A good hockey player plays where the puck is. A great hockey player plays where the puck will be." Where will your company be as you pursue network-centric project opportunities? Te great companies in business today always have good business discipline. Good discipline helps companies build their brand and reputation. Be disciplined as you build your brand! SEPTEMBER 2013 / SECURITYSALES.COM / 41

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