10 steps to prepare for a radically changing industry

Feb 1, 1999 12:00 PM, SANDRA JONES

The explosive evolution of security can place dealers who are not prepared at a disadvantage. Security has evolved from a simple control and key formula to complex and often integrated CCTV, electronic alarm, telecommunications and computer-based technologies. How can you keep up in this environment? More importantly, how can you use it to your advantage?

Here are ten steps to guide you through the security industry's maze of change.

1 Do not just wish, plan. Be a sharpshooter when setting goals in your company. If you (or your employees) are blindfolded, how can you hit the target? Take the time to confer with others in your company. Make the team part of the planning process. After determining what you want, figure out how, when and what you will need to accomplish your goals.

2 Know your strengths. Every company has strengths; know what yours are and capitalize on them. In general, alarm companies have important strengths that make them logical long-term service providers of information. Security can be a gateway to a variety of business or in-home services.

3 Not every customer is a good customer. It is hard to do, but learn to walk away from the wrong customer. Both you and the customer will be happier in the end. Consider directing your customer to a dealer that may be a better match. Form reciprocal referral arrangements with other dealers.

4 Profile your customers. Know why your customers buy from you and how you got them. You will close more sales if you call on people that are similar to your existing customers. The key is what they have in common. It might be as simple as price or geography or as complex as customized services and products. Compile a customer list and analyze it relative to success, ease of sale and problems. Is your company most suited for a certain customer type?

5 Prepare. Integration is one of the biggest areas of change. While there is no clear definition of what it is, your company will probably be faced with many opportunities and challenges. Beware of the "this is how we've always done it" syndrome. You must be poised to stay on top of technological trends, integration trends, price trends and especially crime trends such as financial fraud, computer fraud and crime-related legislation. The understanding of both computer technology and telecommunications are a must in today's security world.

6 Don't go it alone. Hire knowledgeable consultants or staff where appropriate. Read industry publications. Get involved in trade associations. Manufacturers can help. Look for good dealer programs and suppliers with similar values and commitments.

7 Listen twice as much as you talk. There is a reason why you have two ears and one mouth.

8 Add value. If you don't know what value you add to the supply chain, you may get squeezed out. Companies are eliminating layers of cost. Don't just look for new technology for your customers, use technology to make your company more efficient. An example: using laptops for PowerPoint sales presentations.

9 Take responsibility. Competitors such as utilities, cable and telecommunications companies can shift how you do business but they can't take your business from you. You are an agile competitor that has a valuable relationship with a customer. Welcome to America. As long as there are customers who need services, you'll find a niche and a way to profit.

10. Change. Do you make it happen, or do you wonder how it happened? Learn to make change a company strength. Look at change for what it is - the ingredient that keeps the security industry thriving.

Remember what I said about two-way communication? Let me know what topics interest you. E-mail sj4info@aol.com.d

Want to use this article? Click here for options!
© 2008 Penton Media Inc.

This month in Access Control

• Opening Up About Door Closers
• An Enterprise Approach
• The Framework For Open Systems
• On A Higher Plane
• More from April's issue