Security Sales & Integration

The Gold Book 2013

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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SECURITY SCANNERĀ® REVIEW 42% If I am being completely honest, our company's marketing ... 25% Is nonexistent Is severely lacking 18% 11% Could be better Is actually pretty good 4% Is outstanding and effective Perhaps due to budgets, other time/resource demands, aptitude or interest level, marketing is a challenge for the majority of installing security contractors. Two-thirds (67%) of respondents to the June 2012 Security Scanner Web poll said their company's marketing is either nonexistent or severely lacking, while only 15% rated their business' efforts to be good to outstanding. To get some marketing insights and tips from some of the leading companies in the industry, check out the June 2012 issue's coverage of the 2012 SAMMY (Sales & Marketing) award winners beginning on page 42. In which of the following areas do you believe your company could most stand to most improve? 13% 22% Customer service Internal communications 11% Reducing tech call backs 24% Selling more to current customers 2% 28% Recruiting and hiring practices Closing more sales They say sales is a high pressure, high reward game and those peddling security systems and services must be feeling the heat according to the results of the April 2012 Security Scanner Web poll. More than half selected either closing more sales or selling more to current customers as the areas their companies could most stand to improve. There also appears to be a communications gap in some firms as internal communications also ranked high with more than one in five choosing that answer. 25% 25% What does 'the cloud' mean to me and/or my company? 22% 22% Not much, it is overhyped! Still not clear what the heck it really is 6% Paradigm shift for entire security industry Tremendous recurring revenue opportunity Compromises true security While it has been receiving the lion's share of buzz the past couple of years, the industry is split almost precisely down the middle as to what 'the cloud' means both in general and specifically to electronic security businesses. For the July 2012 Security Scanner Web poll, five in 10 respondents (50%) viewed cloud-based services (a.k.a. hosted/managed services) as a paradigm shift for the industry as well as a tremendous recurring revenue opportunity. However, an equal number looked at it as being overhyped, undefined and problematic. What is your opinion of our industry's major trade associations (ESA, CSAA, SIA, NFPA, ASIS, etc.)? 29% 22% In general, do a respectable job 21% Too limited and self-serving So-so, some are better than others 16% Lacking and need to step up 12% 52% 24% Talking / networking with industry peers 19% Experts - published or in person Consulting with associates outside of the industry 5% All selfgenerated Seeking a way to generate a business solution or overcome a challenge? Then try asking a colleague, peer or even a would-be competitor. That's the collective wisdom deemed from the August 2012 Security Scanner Web poll as more than half the respondents indicated they talk and network with industry peers to derive their greatest business or work-related ideas. It's no wonder mechanisms for facilitating those interactions, such as conferences, publications and Web sites are so prevalent and popular in this industry. And those mediums also play a major role in the second leading answer choice, getting ideas from experts such as SSI's columnists. Interestingly, two offered answer choices of spouses and friends/family did not receive any votes. Apparently industry professionals are not too keen on mixing business and pleasure in that way. In general, do a phenomenal job While the largest percentage of respondents to the September 2012 Security Scanner Web poll cast a vote of confidence for our industry's trade associations, the overall grade could be interpreted as registering a 'C' at best. Nearly six in 10 rated those organizations as being so-so, self-serving or lacking. To be fair, most do the best they can with limited funding and member participation, and are typically in need of greater support on both fronts. SSI continues to endorse and stand behind these groups in the quest to advance the industry, its businesses and security professionals. 26 From whom does your greatest business or work-related ideas come from? Which presidential candidate do you plan to vote for in the upcoming election? 66% Mitt Romney (Republican) 24% Barack Obama (Democratic Party) 1% Gary Johnson (Libertarian) 3% Undecided 6% Disgusted and not voting The electronic security industry's widespread voter sentiment did not come to fruition as a new U.S. president will not be inaugurated in 2013. Drawing the highest response rate of any online survey question this year, the October 2012 Security Scanner Web poll found respondents supporting GOP candidate Mitt Romney by a nearly 3-1 margin over incumbent Democrat Barack Obama. These results should not come as too much of a surprise, however, as SSI's 2012 Security Industry Demographic Census (March issue) showed 55% of those industry professionals categorize themselves as Republicans, compared to just 16% Democratic. It's worth noting that almost one in 10 said they are either still undecided or too disgusted with the whole process. / SECURITYSALES.COM / THE GOLD BOOK 2013

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