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 SCANNER ® REVIEW Security Scanner is a monthly Web poll that asks security professionals their views on a variety of issues and topics impacting the market. Security Scanner is an informal and nonscientific poll. Which of the following residential security value-add services will take off in 2012? 64% 14% 66% Mobile device system access 15% Charge and profit from upgrade 13% Charge just to cover your costs 5% Share cost with customer 2% Charge for device only, not visit/labor Energy management 2% Charge for visit/labor only Eat cost entirely; free for customer What is the best way to handle changing technology, such as control panel communications, that requires a customer upgrade? 19% The vast majority of installing security contractors believe upgrading customers in concert with technology advances should also advance their profits. More than six in 10 respondents to the November 2011 Web poll expressed that sentiment, while almost eight in 10 (78%) said technology upgrades, which are becoming a routine occurrence, should not result in any out-of-pocket costs to the dealer. Remote / monitored video Overwhelmingly, security professionals anticipated the use of smartphones to control and access security systems being the runaway residential service offering in 2012. Two-thirds of respondents to the December 2011 Web poll selected that value-add service, with remote video a distant second with almost a one in five count. Not too far behind remote video was energy management. Interestingly, three other choices — keyless entry, personal emergency response systems (PERS) and carbon monoxide (CO) detection — drew zero votes. Looking at management, sales and technical expertise, how would you rank your company's most pressing training/ education needs? 32% 1) Technical 2) Sales 3) Management 14% 1) Management 2) Sales 3) Technical 18% 18% 1) Sales 2) Management 3) Technical 1) Technical 2) Management 3) Sales 9% 1) Management 2) Technical 3) Sales 9% 1) Sales 2) Technical 3) Management SSI's research projects often indicate finding trained technicians is a leading industry challenge and the results of May 2012's Security Scanner Web poll bears that out. Technical was cited by a commanding margin as the most pressing training/educational need, and it also tied for the second-leading response. Sales skills and knowledge was next in line as it was identified as No. 2 in the top answer choice and first in the second response. It is worth considering that the fact that most respondents were likely managers themselves and therefore potentially less likely to see their own shortcomings. 46% How do you feel about the 2012 presidential race at this point? 20% Fearful of a second Obama term 17% Hopeful for a second Obama term Believe GOP will win close battle 9% 8% Believe GOP will win big Who cares, both parties stink! Given that January 2012 was the Forecast Issue, we asked security professionals to predict the 2012 election. Regardless of political party allegiance, respondents correctly expected President Obama to remain our nation's chief executive for another four years. While the electronic security industry is primarily comprised of conservative Republicans, these Security Scanner Web poll results show only 26% of respondents envisioned a GOP candidate emerging capable of being voted into the White House. When asked four years ago who they planned to vote on in the 2008 election, 25% endorsed Obama. 40% What would you peg as your business' projected growth rate for 2012? 18% 20% or higher 21% 10% to 19% 5% to 9% 11% 1% to 4% 5% 5% Flat Expect to see revenue decline Respondents to the February 2012 Security Scanner Web poll expected 2012 would be a bullish year for electronic security businesses, and one most other industries would drool over. Nearly six in 10 (58%) expected to achieve growth of 10% or higher during the period, with four in 10 anticipating a whopping 40% uptick. Only one in 10 foresaw status quo or things getting worse. For a look at how publicly traded security firms did in 2011, check out the report on page 34 of the February 2012 issue. 28% If a surplus of cash became available, which of the following would your company most likely spend it on? 22% Pay down Acquisitions debt 15% 15% Owners or executives would keep it Sales and marketing 11% 9% Bonuses or raises for general personnel Staff training Respondents to the March 2012 Security Scanner Web poll are two sides of the same coin. If they found themselves with a surplus of cash, the highest number of installing security companies would either look to extinguish their debt (28%) or expand by spending on acquisitions (22%). In keeping with the rich getting richer and the widening discrepancies between the income of high-level executives and the rank and file, owners or executives pocketing a surplus of cash tied as the third most popular answer. THE GOLD BOOK 2013 / SECURITYSALES.COM / 25

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